Mudambi (2002) Suggests That There Are Three Types, or Clusters

question 9

Multiple Choice

Mudambi (2002) suggests that there are three types, or clusters, of B2B customers based upon the way they each perceive the importance of branding in the organizational purchase decision process. This cluster requires messages that emphasize the support of a well-established and highly reputable manufacturer; the emotional and self-expressive benefits should be stressed. This cluster is termed as:____________

• A) brand receptive
• B) low-interest
• C) highly tangible
• D) early adopter

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Definitions:

Philip Zimbardo

An American psychologist best known for his leadership of the Stanford Prison Experiment and contributions to the understanding of social psychology.

Simulated Prison Study

An experiment designed to study the psychological effects of perceived power, focusing on the struggle between prisoners and prison officers. It is often associated with the Stanford prison experiment.

Personality Test Scores

Quantitative assessments derived from tests designed to measure various aspects of an individual’s personality traits and characteristics.

Fundamental Attribution Error

The inclination to attribute the actions of others more to their character traits than to the external situations influencing them, downplaying the impact of contextual circumstances.