When a Consumer Expresses Thoughts, Feelings, Images, Experiences, and Beliefs

question 101

Multiple Choice

When a consumer expresses thoughts, feelings, images, experiences, and beliefs associated with the brand, the consumer is expressing ________.

• A) brand knowledge
• B) ethnocentric bias
• C) self-serving bias
• D) cognitive dissonance
• E) brand identity

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Definitions:

Expectancy Theory

A motivational theory suggesting that an individual’s motivation is an outcome of how much an individual wants a reward, the assessment of the likelihood that the effort will lead to expected performance, and the belief that the performance will lead to a reward.

Equity Theory

A theory in social psychology that explains how individuals perceive fairness in the distribution of resources and rewards, influencing their motivation and satisfaction.

Goal-Setting Theory

An organizational framework positing that specific and challenging goals, along with appropriate feedback, facilitate improved worker performance.

Negative Reinforcement

Strengthens a behaviour by making the avoidance of an undesirable consequence contingent on its occurrence.