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Question
In the video, "United Breaks Guitars," a band explains how its guitars were wrongly broken when United Airlines employees unloaded them. United wouldn't pay for the damage, and the band took its story to the public via YouTube. Explain the three basic elements complaining consumers tend to include when sharing complaints online and link each element to the "United Breaks Guitars" situation.Answer
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Related questions
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Identify what the term cooptation means. Give an illustration of the concept and demonstrate how it applies to the movement of meaning as shown in the text.
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Sylvester is a financially poor college student. He tries to make every purchase decision a wise one because of his economic situation. Based on the types of risk mentioned in the text, Sylvester's primary risk when making decisions would appear to be a psychological risk.
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People often engage in brand switching, even when their current brand satisfies their needs.
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Traditionally, consumer researchers have approached the study of decision making from an information-processing perspective.
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The first step in the cognitive decision-making process is to conduct an information search.
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A small company, Craig Inventions, produced a pill that had the nutrient value of a healthy breakfast. The company put the product on the market as a substitute for breakfast for busy people. The product failed. Craig Inventions then marketed the pill as a diet product and it became very successful. What does the example best demonstrate?
A) The company did not position the product well. It was difficult to convince consumers that a pill was a breakfast on the superordinate level; however, it did appear to fit appropriately within the superordinate category of diet pills.
B) The company confused a subordinate level with a basic level of categorization, which led to the company's failure to identify the product's most important competitors.
C) The company confused a superordinate level with a subordinate level of categorization.
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Casinos make their interiors very plush and expensive looking, knowing that gamblers who would be reluctant to make a $10 bet in average surroundings would gladly make $100 wagers in luxurious surroundings. Which of the following best explains the gamblers' behavior?
A) Mental accounting emphasizes the extraneous characteristics of the choice environment even if the results are not rational.
B) Most people are unaware of the true risk of making certain decisions and believe that a larger wager has higher odds of winning.
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A) habitual decision
B) compensatory
C) noncompensatory
D) conjunctive
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Consumers can be thought of as ________ because they tend to make decisions in the simplest way possible.
A) high in need for cognition
B) superprocessors
C) utility maximizers
D) cognitive misers
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What type of information search is a female customer engaged in when she scans the newspaper ads every day for new information on fashions, even though she isn't thinking of buying anything anytime soon?
A) prepurchase search
B) ongoing search
C) internal search
D) delayed search
Q:
Under ________, utility is defined in terms of gains and losses.
A) prospect theory
B) heuristics
C) hyperopia
D) Zipf's law
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A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following?
A) routine decision making
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C) graduated response behavior
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In a thought process called ________, we evaluate the effort we'll need to make a particular choice and then we tailor the amount of cognitive "effort" we expend to make that choice.
A) utility processing
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Explain the concept of the 80/20 rule and why it is important to marketers.
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A) analytical literacy
B) functional literacy
C) media literacy
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A) botnet
B) phishing
C) identity theft
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Which term refers to marketing techniques that are used to encourage positive behaviors such as literacy or discourage negative behaviors like drunk driving?
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B) social marketing
C) public service marketing
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In Japanese, the word gemba means ________.
A) a possible interpretation of the truth
B) the one true source of information
C) the news
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Though the Organization for Economic Cooperation and Development (OECD) outlaws bribery in business practices, it is still common in ________.
A) Japan
B) Mexico
C) Germany
D) all of the above
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Rules of conduct that guide actions in the marketplace are known as ________.
A) norms
B) business ethics
C) codes
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A metaphysical myth fulfills the cultural function of explaining how the components of the universe relate to each other.
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A) cultural funnel
B) culture production system (CPS)
C) culture distribution system (CDS)
D) culture gatekeeping process (CGP)