There are many forces that affect consumer decision making, but information from friends has long been recognized as an important influence. A study of Coca-Cola drinkers found that persons who had complained about Coke and were not satisfied with the company's response usually told nine or ten other people about the experience. In 12 percent of the cases, they told more than 20 people. In addition, 75 percent of the complaint study respondents cut down their consumption of Coca-Cola. If complainers were satisfied with Coke's response, most told four or five other people, and 10 percent ended up buying more of the company's products.

The type of problem solving that consumers use to purchase Coke would normally be O intensive problem solving o extended problem solving O routine response behavior seletive problem solving limited problem solving 12) A dissatisfied Coke customer told a friend about his experience. The friend owns Coca-Cola (1pts) stock and truly believes "Always coke." The next day, she didn't remember what her friend told her. This is an example of O perceptive perception. selective exposure. O selective distortion. O receptive exposure. selective retention. (1 pts) 13) The change in Coke drinkers' behavior caused by the company's response is a function of o perception. o motivation. o attitudes. o learning. o influence. (1 pts) 14) Positive feelings generated by satisfaction with coke's response will become part of a consumer's o personality. o motives. social class. o role. o attitude