Imagine That You Are Approaching a Bake Sale Table and the Saleswoman

question 102

Multiple Choice

Imagine that you are approaching a bake sale table and the saleswoman tells you that the price of a cupcake is $1.00.While you are deciding,she reduces the price to $0.75 for the same cupcake.You are ________ likely to buy the cupcake than if you were originally presented with a price of $0.75 because ________.

• A) more; you perceive the deal as a concession on the part of the salesperson
• B) more; you will be affected by the commitment/consistency principle
• C) less; you will anchor your judgment to the price of $1.00
• D) less; you will experience psychological reactance at the price change

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Definitions:

Postpurchase Stage

The final step in the consumer decision process, encompassing experiences and behaviors after purchasing a product or service.

Consumer Purchase Decision Process

The steps individuals go through, including recognition of a need, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

Sales Promotion

A promotional approach that employs immediate rewards to motivate buying or selling a product or service.

Direct Marketing

A form of advertising where companies directly communicate with potential customers through various mediums.