Consumer Marketing Just Conducted a Two-Phase Survey

question 2

Multiple Choice

Consumer Marketing just conducted a two-phase survey. In the first phase, the survey questions were worded such that the answers tended to sound positive. In the second phase, the survey questions were reworded so the answers tended to convey a negative feeling. Both sets of survey questions should have resulted in similar results as the information solicited was essentially identical. However, the survey results varied significantly. This survey best illustrates which one of the following?

• A) Mental accounting
• B) Overconfidence
• C) Self-attribution bias
• D) Confirmation bias
• E) Frame dependence

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Definitions:

Transfer Price

The price at which divisions of a company transact with each other, such as the trade of supplies or labor between departments.

Market Price

The current price at which an asset or service can be bought or sold in a marketplace.

Marginal Cost

The additional expense involved in making or acquiring one more unit of a product or service.

Downstream Division

The part of a company or industry involved in the later stages of the production process, including distribution and retail.