Dholakia et al (2010)

What is the primary focus of this article?

Providing a consumer-centric approach for studying multichannel, multimedia retailing environmentsComparing online versus offline shopping behaviorsExamining the history of retail evolutionAnalyzing the profitability of different retail channels

Abstract and Introduction - "We seek to address this need by providing a comprehensive yet flexible approach for formulating promising consumer behavior-related research questions based in multichannel, multimedia retailing environments.".

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What is the primary focus of this article?

Analyzing the profitability of different retail channelsComparing online versus offline shopping behaviorsProviding a consumer-centric approach for studying multichannel, multimedia retailing environmentsExamining the history of retail evolution

Abstract and Introduction - "We seek to address this need by providing a comprehensive yet flexible approach for formulating promising consumer behavior-related research questions based in multichannel, multimedia retailing environments.".

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• False
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What is the primary focus of this article?

Comparing online versus offline shopping behaviorsProviding a consumer-centric approach for studying multichannel, multimedia retailing environmentsAnalyzing the profitability of different retail channelsExamining the history of retail evolution

Abstract and Introduction - "We seek to address this need by providing a comprehensive yet flexible approach for formulating promising consumer behavior-related research questions based in multichannel, multimedia retailing environments.".

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Which of the following is NOT one of the five distinct goals consumers use channels to satisfy, according to the article?

Competitive advantage goalsEconomic goalsSocialization and experiential goalsSelf-affirmation goals

The article lists five goals:

1. economic goals (obtaining a good deal),
2. self-affirmation goals (demonstrating expertise in channel selection and use),
3. symbolic meaning goals (being thoughtful and thorough during the shopping process),
4. socialization and experiential goals (being part of social milieu and a stimulating environments), and
5. routine or script maintenance goals."

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• False
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Which of the following is NOT one of the five distinct goals consumers use channels to satisfy, according to the article?

Competitive advantage goalsEconomic goalsSelf-affirmation goalsSocialization and experiential goals

The article lists five goals:

1. economic goals (obtaining a good deal),
2. self-affirmation goals (demonstrating expertise in channel selection and use),
3. symbolic meaning goals (being thoughtful and thorough during the shopping process),
4. socialization and experiential goals (being part of social milieu and a stimulating environments), and
5. routine or script maintenance goals."

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• False
• False
• False

Which of the following is NOT one of the five distinct goals consumers use channels to satisfy, according to the article?

Economic goalsSelf-affirmation goalsCompetitive advantage goalsSocialization and experiential goals

The article lists five goals:

1. economic goals (obtaining a good deal),
2. self-affirmation goals (demonstrating expertise in channel selection and use),
3. symbolic meaning goals (being thoughtful and thorough during the shopping process),
4. socialization and experiential goals (being part of social milieu and a stimulating environments), and
5. routine or script maintenance goals."

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• False
• True
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According to the framework, what are the three broad process-based categories of consumer influences on channel-consumer interactions?

What consumers bring, what they encounter, and what they doSearch, purchase, and post-purchasePrice, quality, and convenienceOnline, offline, and mobile channels

We specify three broad process-based categories of consumer influences upon channel-consumer interactions:

1. what consumers bring;
2. what they encounter; and
3. what they do, during their choice of, and interaction with retailing channel(s).

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According to the framework, what are the three broad process-based categories of consumer influences on channel-consumer interactions?

Online, offline, and mobile channelsPrice, quality, and convenienceWhat consumers bring, what they encounter, and what they doSearch, purchase, and post-purchase

We specify three broad process-based categories of consumer influences upon channel-consumer interactions:

1. what consumers bring;
2. what they encounter; and
3. what they do, during their choice of, and interaction with retailing channel(s).

• False
• False
• True
• False

According to the framework, what are the three broad process-based categories of consumer influences on channel-consumer interactions?

Online, offline, and mobile channelsSearch, purchase, and post-purchasePrice, quality, and convenienceWhat consumers bring, what they encounter, and what they do

We specify three broad process-based categories of consumer influences upon channel-consumer interactions:

1. what consumers bring;
2. what they encounter; and
3. what they do, during their choice of, and interaction with retailing channel(s).

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• False
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What did Konuş, Verhoef, and Neslin (2008) identify as one of the three multichannel consumer segments?

Technology adoptersConvenience seekersPrice-sensitive shoppersMultichannel enthusiasts

Konuş, Verhoef, and Neslin (2008) proposed three multichannel segments:

1. multichannel enthusiasts
2. store-focused consumers
3. uninvolved shoppers

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What did Konuş, Verhoef, and Neslin (2008) identify as one of the three multichannel consumer segments?

Convenience seekersPrice-sensitive shoppersTechnology adoptersMultichannel enthusiasts

Konuş, Verhoef, and Neslin (2008) proposed three multichannel segments:

1. multichannel enthusiasts
2. store-focused consumers
3. uninvolved shoppers

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• True

What did Konuş, Verhoef, and Neslin (2008) identify as one of the three multichannel consumer segments?

Multichannel enthusiastsPrice-sensitive shoppersConvenience seekersTechnology adopters

Konuş, Verhoef, and Neslin (2008) proposed three multichannel segments:

1. multichannel enthusiasts
2. store-focused consumers
3. uninvolved shoppers

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• False
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Virtual channels have an advantage over physical stores in terms of portraying varied assortments in a flexible manner that can be easily processed by consumers.

TrueFalse

Virtual retailers should have an advantage over physical stores in terms of portraying their varied assortments in a flexible manner than can be easily processed by a wide variety of consumers

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• False

Virtual channels have an advantage over physical stores in terms of portraying varied assortments in a flexible manner that can be easily processed by consumers.

FalseTrue

Virtual retailers should have an advantage over physical stores in terms of portraying their varied assortments in a flexible manner than can be easily processed by a wide variety of consumers

• False
• True

Virtual channels have an advantage over physical stores in terms of portraying varied assortments in a flexible manner that can be easily processed by consumers.

TrueFalse

Virtual retailers should have an advantage over physical stores in terms of portraying their varied assortments in a flexible manner than can be easily processed by a wide variety of consumers

• True
• False

According to the article, what did Mattila and Wirtz (2004) find about consumer complaining behavior across channels?

Channel choice has no impact on complaining behaviorConsumers seeking redress prefer interactive channels, while those wanting to vent prefer remote channelsConsumers always prefer to complain in personConsumers never complain through online channels

Mattila and Wirtz (2004) found that consumers seeking redress prefer to use interactive channels (e.g. brick-and-mortar stores) that allowed synchronous communication rather than more remote channels (e.g. online portals). In contrast, consumers who wanted to vent their frustration leaned more towards remote asynchronous channels such as the internet or even writing letters.

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According to the article, what did Mattila and Wirtz (2004) find about consumer complaining behavior across channels?

Consumers never complain through online channelsChannel choice has no impact on complaining behaviorConsumers always prefer to complain in personConsumers seeking redress prefer interactive channels, while those wanting to vent prefer remote channels

Mattila and Wirtz (2004) found that consumers seeking redress prefer to use interactive channels (e.g. brick-and-mortar stores) that allowed synchronous communication rather than more remote channels (e.g. online portals). In contrast, consumers who wanted to vent their frustration leaned more towards remote asynchronous channels such as the internet or even writing letters.

• False
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According to the article, what did Mattila and Wirtz (2004) find about consumer complaining behavior across channels?

Consumers always prefer to complain in personChannel choice has no impact on complaining behaviorConsumers seeking redress prefer interactive channels, while those wanting to vent prefer remote channelsConsumers never complain through online channels

Mattila and Wirtz (2004) found that consumers seeking redress prefer to use interactive channels (e.g. brick-and-mortar stores) that allowed synchronous communication rather than more remote channels (e.g. online portals). In contrast, consumers who wanted to vent their frustration leaned more towards remote asynchronous channels such as the internet or even writing letters.

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According to the article, dual- and triple-channel customers visited retailers less often but spent more per visit than single-channel

FalseTrue

The article states: "In addition, they found that dual- and triple-channel customers visited the retailer more often and spent substantially more over the course of their relationship with the firm."

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According to the article, dual- and triple-channel customers visited retailers less often but spent more per visit than single-channel

TrueFalse

The article states: "In addition, they found that dual- and triple-channel customers visited the retailer more often and spent substantially more over the course of their relationship with the firm."

• False
• True

According to the article, dual- and triple-channel customers visited retailers less often but spent more per visit than single-channel

FalseTrue

The article states: "In addition, they found that dual- and triple-channel customers visited the retailer more often and spent substantially more over the course of their relationship with the firm."

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What example does the article provide of a customer-run (rather than company-run) information channel?

www.coca-cola.comXBOX ForumMicrosoft SupportNikonians.org

"For example XBOX Forum is an online forum developed and managed by Microsoft employees to disseminate information and service support for owners of the XBOX gaming console, whereas Nikonians.org performs similar functions for Nikon camera customers, but is independently run by three Nikon camera enthusiasts."

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What example does the article provide of a customer-run (rather than company-run) information channel?

www.coca-cola.comMicrosoft SupportXBOX ForumNikonians.org

"For example XBOX Forum is an online forum developed and managed by Microsoft employees to disseminate information and service support for owners of the XBOX gaming console, whereas Nikonians.org performs similar functions for Nikon camera customers, but is independently run by three Nikon camera enthusiasts."

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• True

What example does the article provide of a customer-run (rather than company-run) information channel?

XBOX ForumMicrosoft Supportwww.coca-cola.comNikonians.org

"For example XBOX Forum is an online forum developed and managed by Microsoft employees to disseminate information and service support for owners of the XBOX gaming console, whereas Nikonians.org performs similar functions for Nikon camera customers, but is independently run by three Nikon camera enthusiasts."

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A retailer notices that customers who browse products on their website but complete purchases in-store spend significantly more than online-only customers. Based on the article's framework, which combination of factors BEST explains this multichannel behavior?

The website has poor design, so customers are forced to shop in stores insteadConsumers bring high need for touch to the interaction, encounter physical product displays in-store, and engage in sensory trial before purchaseStore-only customers are wealthier than online customersThe retailer's filtering of information makes online shopping impossible

The framework describes "what consumers bring" (e.g., need for touch - Peck and Childers 2003), "what they encounter" (e.g., sensory and haptic factors in channels), and "what they do" (e.g., product selection and transaction behaviors). The article also discusses how "many consumers are concerned with sensory trial prior to purchase".

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A retailer notices that customers who browse products on their website but complete purchases in-store spend significantly more than online-only customers. Based on the article's framework, which combination of factors BEST explains this multichannel behavior?

The retailer's filtering of information makes online shopping impossibleConsumers bring high need for touch to the interaction, encounter physical product displays in-store, and engage in sensory trial before purchaseStore-only customers are wealthier than online customersThe website has poor design, so customers are forced to shop in stores instead

The framework describes "what consumers bring" (e.g., need for touch - Peck and Childers 2003), "what they encounter" (e.g., sensory and haptic factors in channels), and "what they do" (e.g., product selection and transaction behaviors). The article also discusses how "many consumers are concerned with sensory trial prior to purchase".

• False
• True
• False
• False

A retailer notices that customers who browse products on their website but complete purchases in-store spend significantly more than online-only customers. Based on the article's framework, which combination of factors BEST explains this multichannel behavior?

The retailer's filtering of information makes online shopping impossibleThe website has poor design, so customers are forced to shop in stores insteadStore-only customers are wealthier than online customersConsumers bring high need for touch to the interaction, encounter physical product displays in-store, and engage in sensory trial before purchase

The framework describes "what consumers bring" (e.g., need for touch - Peck and Childers 2003), "what they encounter" (e.g., sensory and haptic factors in channels), and "what they do" (e.g., product selection and transaction behaviors). The article also discusses how "many consumers are concerned with sensory trial prior to purchase".

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• True

A company is deciding whether to allow customer enthusiasts to run an independent online support forum or maintain strict company control over all information channels. Applying Thompson's (2005) distinction discussed in the article, what would be the MOST effective strategy?

Provide seeding structures like chat tools and member visibility while avoiding excessive controlling structures that might arouse reactanceAllow complete freedom with no company involvement or seeding structures whatsoeverShut down all customer-run channels and force customers to use only company channelsImplement heavy controlling structures with strict posting rules and content moderation to ensure quality

Thompson (2005) recommended that firms should judiciously employ seeding structures as they support users' intrinsic motivations by providing appropriate venue elements, but carefully refrain from the use of controlling structures because they divert users' attention away from the central foci, arouse reactance, and engender suspicion." The article defines seeding structures as "elements of a channel (e.g. tools that allow members to see each other or chat with each other in real time) that facilitate communication and collaboration" and controlling structures as "elements of a channel (e.g. rules for posting messages, policies regarding sharing personal information, etc.) that directly govern current collaboration between users."

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A company is deciding whether to allow customer enthusiasts to run an independent online support forum or maintain strict company control over all information channels. Applying Thompson's (2005) distinction discussed in the article, what would be the MOST effective strategy?

Provide seeding structures like chat tools and member visibility while avoiding excessive controlling structures that might arouse reactanceShut down all customer-run channels and force customers to use only company channelsAllow complete freedom with no company involvement or seeding structures whatsoeverImplement heavy controlling structures with strict posting rules and content moderation to ensure quality

Thompson (2005) recommended that firms should judiciously employ seeding structures as they support users' intrinsic motivations by providing appropriate venue elements, but carefully refrain from the use of controlling structures because they divert users' attention away from the central foci, arouse reactance, and engender suspicion." The article defines seeding structures as "elements of a channel (e.g. tools that allow members to see each other or chat with each other in real time) that facilitate communication and collaboration" and controlling structures as "elements of a channel (e.g. rules for posting messages, policies regarding sharing personal information, etc.) that directly govern current collaboration between users."

• True
• False
• False
• False

A company is deciding whether to allow customer enthusiasts to run an independent online support forum or maintain strict company control over all information channels. Applying Thompson's (2005) distinction discussed in the article, what would be the MOST effective strategy?

Implement heavy controlling structures with strict posting rules and content moderation to ensure qualityAllow complete freedom with no company involvement or seeding structures whatsoeverShut down all customer-run channels and force customers to use only company channelsProvide seeding structures like chat tools and member visibility while avoiding excessive controlling structures that might arouse reactance

Thompson (2005) recommended that firms should judiciously employ seeding structures as they support users' intrinsic motivations by providing appropriate venue elements, but carefully refrain from the use of controlling structures because they divert users' attention away from the central foci, arouse reactance, and engender suspicion." The article defines seeding structures as "elements of a channel (e.g. tools that allow members to see each other or chat with each other in real time) that facilitate communication and collaboration" and controlling structures as "elements of a channel (e.g. rules for posting messages, policies regarding sharing personal information, etc.) that directly govern current collaboration between users."

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