10. When deciding about whether a market segment should be pursued, managers try to assess the viability of that segment by looking at all the following segment characteristics EXCEPT: a. Size of the segment b. Measurability of the segment c. Normality of the segment d. Reachability of the segment e. Stability of the segment over time 11. This theory explains why a customer experiences high dissatisfaction with an airline after she discovers that her ticket was $200 more expensive than that of the passenger sitting next to her: a. Expectancy Disconfirmation Theory b. Equity Theory c. Attribution Theory d. Asymmetric Effect Theory c. Contrast Effect Theory 12. Chris loves sneakers and has extensive experience buying them. When he needs a new pair. he expects to pay about $100, which is a price that he believes is fair and is willing to pay. This price is also close to what he paid for his last pair of Nike shoes. $100 is Chris's a Reference price b External price c. Reservation price d. Utility price e. Competitive price 13. In class, Aayam shared his experience at a Richmond restaurant that has excellent reviews, very positive word-of-mouth, and a wonderful ambiance. To his surprise, Aayam was very disappointed with the lemon pepper chicken breast dish he ordered, and he experienced a. Positive disconfirmation b. Asymmetric effect c. Simple confirmation d. Negative causal attribution e. Negative disconfirmation value; and prestige has value. 14. As car attributes, fuel efficiency has a. Hedonic; Symbolic b. Utilitarian; Symbolic c. Hedonic; Utilitarian d. Symbolic; Hedonic e. Symbolie: Utilitarian 15. According to past research findings, which of the following statements - about the Clationship between information search effort and product experience knowledge is TRUE a. Information search is higher for novices than experts b. Information search is higher for experts than novices c. Information search is highest at the extremes of novices and experts d. Information search is highest at moderate levels of product experience knowledge e. There is no known relationship between information Search efforts and product know