David, a Sales Manager, Was Surprised When Customers Repeatedly Bought

question 16

Multiple Choice

David, a sales manager, was surprised when customers repeatedly bought more expensive True Sound headphones instead of the less expensive substitutes that his company produces. David told the vice president of sales that True Sound must have a high level of

• A)demographic force.
• B)brand loyalty.
• C)potential competition.
• D)distributor loyalty.

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Definitions:

Cognitive Abilities

Mental capabilities involving the use of knowledge, understanding through thought, experience, and the senses to solve problems, and make decisions.

Emotional Response

An individual's psychological and physiological reaction to a particular stimulus, influenced by personal experience, beliefs, and mood.

Self-Esteem

An individual's overall subjective emotional evaluation of their own worth; it is a judgment of oneself as well as an attitude toward the self.

Cognitive Schemata

Mental structures that hold an individual's knowledge, beliefs, and expectations about the world, guiding information processing and behavior.