Nina Works for a Regional Department Store

question 29

Multiple Choice

Nina works for a regional department store. At least once a week, she visits a store in the chain and pretends to be a customer. Once she leaves the store, she records her impressions of the store's sales associates and how she was treated. Sales associates who did an above average job handling Nina's sometimes difficult requests receive a small bonus. Nina is a(n) :

• A) mystery shopper
• B) incognito customer
• C) retail inspector
• D) store employee scanner
• E) store observer

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Definitions:

Audience Benefits

Benefits or advantages that the audience gets by using the communicator’s services, buying the communicator’s products, following the communicator’s policies, or adopting the communicator’s ideas. Audience benefits can exist for policies and ideas as well as for goods and services.

Extrinsic Motivators

External incentives or rewards, such as money or grades, used to drive behavior or encourage action.

Intrinsic Motivators

Benefits that come automatically from using a product or doing something.

Audience Benefits

An advantage or positive outcome that the audience gains from a presentation, product, or service.