When Coca-Cola Carries a Different Price Depending on Whether the Consumer

question 87

Multiple Choice

When Coca-Cola carries a different price depending on whether the consumer purchases it in a fine restaurant, a fast-food restaurant, or a vending machine, then this form of price discrimination is known as ________ pricing.

• A) product-form
• B) loss-leader
• C) special event
• D) channel
• E) location

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Definitions:

Cognitive Dissonance

Feelings of discomfort resulting from holding contradictory beliefs, ideas, or values at the same time in one's mind.

Attitudes

Mental and emotional entities that inherit positive or negative evaluations of objects, people, or events, influencing an individual's behavior.

Actions

The things that an individual does, often in response to external stimuli or internal decisions.

Cognitive Dissonance

The psychological discomfort experienced by an individual who holds two or more contradictory beliefs, values, or ideas simultaneously.