Rita Is a Successful Entrepreneur Who Owns a Small Coffee

question 34

Multiple Choice

Rita is a successful entrepreneur who owns a small coffee shop. She serves her customers her own homemade brew of coffee. Recently she developed a new tasty brew and gave free samples of this to her regular customers. She then got them to give their feedback. This is an example of

• A) brand positioning.
• B) test marketing.
• C) commercialization.
• D) product feature.

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Definitions:

Heuristic-Systematic Model

A dual-process theory of persuasion that suggests there are two ways people process information: through heuristics (quick, automatic thinking) and systematically (deep, thoughtful analysis).

Systematic Processing

A mode of thinking in which individuals take a more analytical and comprehensive path to evaluating information, as opposed to relying on general impressions.

Disconfirmation Bias

The tendency to notice, refute and regard as weak, arguments that contradict our prior beliefs.

Current Beliefs

Current beliefs refer to the opinions or convictions held by an individual at the present time.