When the Department Store Clerk Tells Hilda That the Coffee

question 85

Multiple Choice

When the department store clerk tells Hilda that the coffee brewed by one particular coffee maker will make her think she's died and gone to Starbucks heaven, the clerk was using:

• A)puffery.
• B)a spiff.
• C)reciprocity.
• D)sales misrepresentation.
• E)collusion.

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Definitions:

Information Search

The process of gathering data and details about a specific subject or decision-making need.

Problem Recognition

The initial step in the consumer decision process where the consumer identifies a need or realizes the difference between the current and a desired state.

Alternative Evaluation

The process in which consumers compare different products or brands on various attributes to make a purchasing decision.

Consideration Set

A group of brands or products a consumer evaluates when making a purchase decision.