MARK 4100 Test 3 correctly answered
already passed
What is regret? - correct answer ✔✔A cognitively based, negative emotion.
What are the two components for regret? - correct answer ✔✔-Comparative Component:
Perceiving that the option/action you chose was inferior to its alternatives
-Responsibility Component: Blaming yourself for the decision
What is regret theory? - correct answer ✔✔It is a utility theory that proposes that people
incorporate the potential regret they might feel for not picking the other options when
calculating utility for an option.
What is anticipated regret? - correct answer ✔✔Consumers may anticipate regret in their
choice, and thus incorporate that into their decision.
What are two things that can change anticipated regret? - correct answer ✔✔- making regret
salient
-expecting to receive feedback
What is experienced regret? - correct answer ✔✔Feeling that one should have purchased a
different option (or should have purchased when they chose not to)
What is post-decision dissonance? - correct answer ✔✔strong doubts experienced after making
a decision, feeling anxiety over making a decision. 2 thoughts in conflict
, What kinds of decision increase post-decision dissonance? - correct answer ✔✔Probability and
Magnitude of Dissonance depends on:
• Degree of commitment and/or whether the decision can be revoked
• Importance of the decision to the consumer
• Difficulty of choosing among the alternatives
• Individual's tendency to experience anxiety
• Perceived risk
What can a consumers do to reduce post-decision dissonance? - correct answer ✔✔Customer
Actions to Reduce
• Spreading of Alternatives
• Seek positive reinforcement (biased confirmatory)
• Trivialize decision
What can marketers do to reduce post-decision dissonance? - correct answer ✔✔Marketer
Actions to Reduce:
• Match product with customer
• Clear on-package information
• Customer-focused salesperson
• Appropriate return policies
• Good warranties
• Good after-sale service
. follow up mailing and thank you notes
What are the 3 properties of satisfaction? - correct answer ✔✔Satisfaction has 3 properties:
• Evaluation is primarily emotional
• Regards a particular object/topic
already passed
What is regret? - correct answer ✔✔A cognitively based, negative emotion.
What are the two components for regret? - correct answer ✔✔-Comparative Component:
Perceiving that the option/action you chose was inferior to its alternatives
-Responsibility Component: Blaming yourself for the decision
What is regret theory? - correct answer ✔✔It is a utility theory that proposes that people
incorporate the potential regret they might feel for not picking the other options when
calculating utility for an option.
What is anticipated regret? - correct answer ✔✔Consumers may anticipate regret in their
choice, and thus incorporate that into their decision.
What are two things that can change anticipated regret? - correct answer ✔✔- making regret
salient
-expecting to receive feedback
What is experienced regret? - correct answer ✔✔Feeling that one should have purchased a
different option (or should have purchased when they chose not to)
What is post-decision dissonance? - correct answer ✔✔strong doubts experienced after making
a decision, feeling anxiety over making a decision. 2 thoughts in conflict
, What kinds of decision increase post-decision dissonance? - correct answer ✔✔Probability and
Magnitude of Dissonance depends on:
• Degree of commitment and/or whether the decision can be revoked
• Importance of the decision to the consumer
• Difficulty of choosing among the alternatives
• Individual's tendency to experience anxiety
• Perceived risk
What can a consumers do to reduce post-decision dissonance? - correct answer ✔✔Customer
Actions to Reduce
• Spreading of Alternatives
• Seek positive reinforcement (biased confirmatory)
• Trivialize decision
What can marketers do to reduce post-decision dissonance? - correct answer ✔✔Marketer
Actions to Reduce:
• Match product with customer
• Clear on-package information
• Customer-focused salesperson
• Appropriate return policies
• Good warranties
• Good after-sale service
. follow up mailing and thank you notes
What are the 3 properties of satisfaction? - correct answer ✔✔Satisfaction has 3 properties:
• Evaluation is primarily emotional
• Regards a particular object/topic
