Consumers Look Closely at Service Quality When Comparing Competing Services

question 21

Multiple Choice

Consumers look closely at service quality when comparing competing services because

• A) they perceive all services to be essentially the same.
• B) they typically have very few services from which to select.
• C) all services are priced about the same.
• D) quality is the only relevant service characteristic.
• E) services are very difficult to evaluate.

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Definitions:

Conscious Memories

Memories that can be intentionally recalled, such as facts or events that one has consciously experienced and stored in memory.

Egocentrism

A cognitive bias involving an inability to differentiate between one's own perspective and someone else's perspective.

Imprinting

A form of learning occurring at a specific life stage that is rapid and apparently independent of the consequences of behavior.

Infantile Amnesia

The inability of adults to recall episodic memories (memories of specific events or situations) from early childhood, typically before the age of 3-4 years.