People Are the Most Common Test Units in Most Marketing

question 10

True/False

People are the most common test units in most marketing experiments.

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Definitions:

Sentiment

An attitude, thought, or judgment prompted by feeling or emotion.

Post-Purchase Dissonance

The feeling of regret or doubt experienced by a consumer after making a significant purchase.

Cognitive Dissonance

A psychological state experienced when an individual holds two or more contradictory beliefs, ideas, or values at the same time, leading to discomfort and prompting a change in beliefs or actions.

Multi-Attribute Attitude Model

A theory that examines how consumers evaluate products and services based on perceived attributes, and how this evaluation influences their purchase decisions.