MKTG 370 Study Guide - Final Guide: Life Insurance, Controllability, Customer Switching
Document Summary
Do we want consumers to learn from experience: top dog strategy: no way , underdog strategy: yes! Locus of control): affects blame: i am responsible, it"s bad luck, the marketer is responsible. Stability: affects perceived severity of outcome and likelihood of trying again: happened just once, happens all the time, happened just to me, happened to others too. Controllability: affects level of anger: it couldn"t be avoided, it could have been avoided. Low levels of dissatisfaction/anger aimed at company > high levels of dissatisfaction/ anger aimed at company. I was attempting to swerve out of its path when it struck my front end. I had to swerve a number of times before i hit him. Abstracted from information submitted to the ftc project on consumer life insurance information disclosure- re ects actual policyholder reports. Equity theory (are we being taken advantage of?)
