CB EXAM QUESTIONS AND ANSWERS
What is decision confirmation? - CORRECT ANSWER✅✅✅After choosing a product, consumers
actively seek reassurance that they made the right choice
What is post-purchase dissonance? - CORRECT ANSWER✅✅✅Where a consumer questions their
choice and seeks ways to justify or change it.
What is buyers remorse? - CORRECT ANSWER✅✅✅Also known as cognitive dissonance. Consumers
may feel anxiety after purchasing something significant, to reduce this feeling they seek positive
reinforcement such as looking at good reviews, getting confirmations from friends. Marketers can help
to reinforce the decision by doing things like sending follow up emails.
When does the experience evaluation phase begin? - CORRECT ANSWER✅✅✅after acquiring the
product
What kind of products get more conscious involvement? - CORRECT ANSWER✅✅✅High
involvement purchases, things like cars and wedding dresses
What factors influence satisfaction? - CORRECT ANSWER✅✅✅Expectation vs reality. If the product
performs as expected or better, then the consumer is satisfied. If it fails to meet expectations,
dissatisfaction occurs
How do expectations vs reality differ between different quality products? - CORRECT
ANSWER✅✅✅If a $5 flee market shirt fades after a few washes, the consumer is still satisfied since
their expectations were already low. If a $40 shirt fades after a few washes, the consumer is dissatisfied
since expectations were high.
What are the 3 ways marketers address post-purchase dissonance? - CORRECT ANSWER✅✅✅1.
Highlighting positive product features post-purchase (e.g. car dealerships sending follow-up emails).
2. Assigning customer service reps to new buyers to reassure them about their choice.
3. Encouraging online reviews from satisfied customers to reinforce confidence in the brand.
,True or false: Post-choice behavior is just as important as the initial decision-making process - CORRECT
ANSWER✅✅✅true
True or false: dissatisfaction is about product quality - CORRECT ANSWER✅✅✅False- Dissatisfaction
isn't just about product quality, it's about expectations vs. reality. (if their expectations were already
low, they will not be as dissatisfied)
What are three things marketers can do to help prevent dissatisfaction? - CORRECT ANSWER✅✅✅1.
Avoid Overpromising in Advertising - Set realistic consumer expectations to ensure your product meets
or exceeds them.
2. Improve Product Performance - Deliver consistently high-quality products that perform as expected.
3. Use Consumer Surveys to Measure Satisfaction - Simple satisfaction surveys can help businesses
gauge performance.
What two things does customer satisfaction depend on? - CORRECT ANSWER✅✅✅1. Performance
Level - The product must work well (e.g., a phone that doesn't drop calls).
2. Consistency - The product must perform reliably every time. Consistency is more of a challenge in
handmade products compared to standardized manufacturing.
What two factors does service quality depend on? - CORRECT ANSWER✅✅✅1. Outcome Quality -
What the customer receives (e.g. correct medical diagnosis).
2. Interaction Quality - How the service is delivered (e.g. friendliness of staff)
What are the five dimensions that the SERVQUAL model measures services on? - CORRECT
ANSWER✅✅✅1. Reliability - The service is performed correctly the first time.
2. Responsiveness - Customer issues are addressed quickly.
3. Assurance - The service instills confidence in the customer.
4. Empathy - The service provider understands customer needs.
5. Tangibles - The physical elements of the service (e.g., uniforms, facilities) are well-maintained.
What are the pre-purchase factors that determine online consumer satisfaction (E-satisfaction)? -
CORRECT ANSWER✅✅✅1. Ease of Navigation - Websites should be user-friendly.
, 2. Quality of Product Information - Information should be clear and comprehensive.
3. Shopping Cart & Ordering Ease - A smooth checkout process is crucial.
4. Privacy & Trust - Customers need secure transactions and clear privacy policies.
What are the post purchase factors that impact online consumer satisfaction (E-satisfaction)? - CORRECT
ANSWER✅✅✅1. Keeping Consumers Informed - Order confirmations and tracking updates are
important.
2. Order Fulfillment - Timely and accurate delivery is key.
3. Problem Resolution - Easy return policies and customer support help reduce frustration.
4. Multi-Channel Support - Customers should have multiple ways to contact support (phone, chat,
email).
What are the five levels of customer satisfaction? - CORRECT ANSWER✅✅✅1. Dissatisfaction - The
product or service fails expectations.
2. Mere Satisfaction - The product meets but does not exceed expectations.
3. Contentment - The product performs well enough that customers don't seek alternatives.
4. Enthusiasm - Customers are excited about the product and look forward to using it.
5. Delight - The product or service exceeds expectations and surprises the customer in a positive way.
Once consumers experience satisfaction or dissatisfaction, their future actions fall into three categories.
What is exit? - CORRECT ANSWER✅✅✅The consumer stops buying the product and may switch to a
competitor. This response is most common with dissatisfaction.
Once consumers experience satisfaction or dissatisfaction, their future actions fall into three categories.
What is voice? - CORRECT ANSWER✅✅✅The consumer expresses their satisfaction or
dissatisfaction, which can happen in various ways:
1. Direct complaint to the company.
2. Complaints to third parties like government agencies.
3. Word-of-mouth (WOM) complaints or praise shared with others.
What is decision confirmation? - CORRECT ANSWER✅✅✅After choosing a product, consumers
actively seek reassurance that they made the right choice
What is post-purchase dissonance? - CORRECT ANSWER✅✅✅Where a consumer questions their
choice and seeks ways to justify or change it.
What is buyers remorse? - CORRECT ANSWER✅✅✅Also known as cognitive dissonance. Consumers
may feel anxiety after purchasing something significant, to reduce this feeling they seek positive
reinforcement such as looking at good reviews, getting confirmations from friends. Marketers can help
to reinforce the decision by doing things like sending follow up emails.
When does the experience evaluation phase begin? - CORRECT ANSWER✅✅✅after acquiring the
product
What kind of products get more conscious involvement? - CORRECT ANSWER✅✅✅High
involvement purchases, things like cars and wedding dresses
What factors influence satisfaction? - CORRECT ANSWER✅✅✅Expectation vs reality. If the product
performs as expected or better, then the consumer is satisfied. If it fails to meet expectations,
dissatisfaction occurs
How do expectations vs reality differ between different quality products? - CORRECT
ANSWER✅✅✅If a $5 flee market shirt fades after a few washes, the consumer is still satisfied since
their expectations were already low. If a $40 shirt fades after a few washes, the consumer is dissatisfied
since expectations were high.
What are the 3 ways marketers address post-purchase dissonance? - CORRECT ANSWER✅✅✅1.
Highlighting positive product features post-purchase (e.g. car dealerships sending follow-up emails).
2. Assigning customer service reps to new buyers to reassure them about their choice.
3. Encouraging online reviews from satisfied customers to reinforce confidence in the brand.
,True or false: Post-choice behavior is just as important as the initial decision-making process - CORRECT
ANSWER✅✅✅true
True or false: dissatisfaction is about product quality - CORRECT ANSWER✅✅✅False- Dissatisfaction
isn't just about product quality, it's about expectations vs. reality. (if their expectations were already
low, they will not be as dissatisfied)
What are three things marketers can do to help prevent dissatisfaction? - CORRECT ANSWER✅✅✅1.
Avoid Overpromising in Advertising - Set realistic consumer expectations to ensure your product meets
or exceeds them.
2. Improve Product Performance - Deliver consistently high-quality products that perform as expected.
3. Use Consumer Surveys to Measure Satisfaction - Simple satisfaction surveys can help businesses
gauge performance.
What two things does customer satisfaction depend on? - CORRECT ANSWER✅✅✅1. Performance
Level - The product must work well (e.g., a phone that doesn't drop calls).
2. Consistency - The product must perform reliably every time. Consistency is more of a challenge in
handmade products compared to standardized manufacturing.
What two factors does service quality depend on? - CORRECT ANSWER✅✅✅1. Outcome Quality -
What the customer receives (e.g. correct medical diagnosis).
2. Interaction Quality - How the service is delivered (e.g. friendliness of staff)
What are the five dimensions that the SERVQUAL model measures services on? - CORRECT
ANSWER✅✅✅1. Reliability - The service is performed correctly the first time.
2. Responsiveness - Customer issues are addressed quickly.
3. Assurance - The service instills confidence in the customer.
4. Empathy - The service provider understands customer needs.
5. Tangibles - The physical elements of the service (e.g., uniforms, facilities) are well-maintained.
What are the pre-purchase factors that determine online consumer satisfaction (E-satisfaction)? -
CORRECT ANSWER✅✅✅1. Ease of Navigation - Websites should be user-friendly.
, 2. Quality of Product Information - Information should be clear and comprehensive.
3. Shopping Cart & Ordering Ease - A smooth checkout process is crucial.
4. Privacy & Trust - Customers need secure transactions and clear privacy policies.
What are the post purchase factors that impact online consumer satisfaction (E-satisfaction)? - CORRECT
ANSWER✅✅✅1. Keeping Consumers Informed - Order confirmations and tracking updates are
important.
2. Order Fulfillment - Timely and accurate delivery is key.
3. Problem Resolution - Easy return policies and customer support help reduce frustration.
4. Multi-Channel Support - Customers should have multiple ways to contact support (phone, chat,
email).
What are the five levels of customer satisfaction? - CORRECT ANSWER✅✅✅1. Dissatisfaction - The
product or service fails expectations.
2. Mere Satisfaction - The product meets but does not exceed expectations.
3. Contentment - The product performs well enough that customers don't seek alternatives.
4. Enthusiasm - Customers are excited about the product and look forward to using it.
5. Delight - The product or service exceeds expectations and surprises the customer in a positive way.
Once consumers experience satisfaction or dissatisfaction, their future actions fall into three categories.
What is exit? - CORRECT ANSWER✅✅✅The consumer stops buying the product and may switch to a
competitor. This response is most common with dissatisfaction.
Once consumers experience satisfaction or dissatisfaction, their future actions fall into three categories.
What is voice? - CORRECT ANSWER✅✅✅The consumer expresses their satisfaction or
dissatisfaction, which can happen in various ways:
1. Direct complaint to the company.
2. Complaints to third parties like government agencies.
3. Word-of-mouth (WOM) complaints or praise shared with others.
