After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is
A) the congruence between external and internal searches for product information.
B) a function of the manner in which the manufacturer of the product describes its attributes.
C) dissatisfaction with the purchase.
D) the establishment of criteria for comparing products.
E) doubts that occur because the buyer questions whether the decision to purchase the product was right.
Question 2
Optima Artistic Tools has manufactured art supplies in the Boston area for almost 100 years and is a strong competitor in the market, selling to art stores around the nation. Optima produces materials for all varieties of mediapaints, pencils, charcoals, clays, brushes, papers, canvasesas well as equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc Optima has set a goal of 9 percent from Internet sales by the end of next year. Visualizers's researchers determine that many art supply stores and galleries have websites for local customers to learn more about creating art through various media. They suggest that Optima provide free tips and demonstrations related to producing art that would encourage potential buyers and current customers to check this out, try new techniques, and add their own suggestions. Generating this type of social interaction around Optima products will involve creating a(n)
a. Internet presence.
b. paid search.
c. mobile marketing plan.
d. brand community.
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