YS > Dig Mkt > Ch2: Digital consumer

Which is more accurate?

• Hedonic consumers buy goods that are needed.

• Hedonic consumers buy goods that are not needed.

The technology acceptance model was designed to ______.

• Encourage users to accept technology.

• Explain computer usage behavior.

• Gain acceptance of technology models.

A prosumer is a ______.

• Professional consumer

• Producer consumer

• Producer owner

The online customer journey involves which of these stages?

• Post-purchase, purchase, pre-purchase.

• Pre-purchase, purchase, post-purchase.

• Purchase, pre-purchase, post-purchase.

Net promoter score gains opinion and asks customers ______.

• 1 question

• 2 questions

• 5 questions

• 10 questions

A session cookie is ______.

• A temporary cookie.

• A cookie that remembers your username and password.

Dark social is______.

• Weak practice in social media.

• When customers arrive at your site from an unknown source.

• Dangerous or negative messages on social media.

What are the main factors in changing digital behavior? Evaluate how this benefits consumers.

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What are the advantages and disadvantages of customer journey mapping?

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