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.

What are the advantages and disadvantages of customer journey mapping?