A Procter & Gamble ad that presents all the company's products and addresses the company's internationalizatio n strategy is an example of
a. Corporate advertising c. Advocacy advertising
b. Image advertising d. Public service advertising
Question 2
Which of the following is a difference between equity theory and the disconfirmation paradigm?
A) Equity theory is used for positive evaluations of a product where the customer is satisfied, whereas disconfirmation paradigm is used to identify negative features of a product that dissatisfies consumers.
B) Equity theory concerns the nature of exchanges between competitive marketers and their perceptions, whereas disconfirmation paradigm concerns the nature of exchanges between individuals and their perceptions.
C) Equity theory focuses on the consumer's inputs and outputs versus those of others, whereas the disconfirmation paradigm focuses on the consumer's predictions and experiences.
D) Equity theory occurs when there is a discrepancy between consumers' prior expectations and the product's actual performance, whereas disconfirmation paradigm occurs when consumers achieve satisfaction levels higher than expected.
E) Equity theory deals with consumer satisfaction that is transaction specific, whereas disconfirmation paradigm deals with consumer satisfaction that is relation-specific.
Christian Gladu, The Bungalow Company, The Birch, North Town Woods, Bainbridge
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