Many Consumer Researchers Advocate a Theory That Proposes That Consumers

question 35

Multiple Choice

Many consumer researchers advocate a theory that proposes that consumers cognitively compare their own level of inputs and outcomes to those of another party in an exchange. Which theory are these researchers advocating?

• A) attribution theory
• B) expectancy/disconfirmation theory
• C) equity theory
• D) balance theory
• E) elaboration likelihood theory

---

Definitions:

Sensory Adaptation

The process by which sensory receptors become less sensitive to constant stimuli over time.

Cocktail-Party Effect

The ability to focus one's auditory attention on a particular stimulus while filtering out a range of other stimuli.

Sound Shadow

An area where sound waves are obstructed or diminished, often created by obstacles that prevent sound from reaching a listener directly.

Volley Principle

A theory in neuroscience suggesting that groups of neurons can produce a higher frequency of action potentials if they fire in sequence rather than singly.