Question

Priceless Treasures is an antique jewelry retailer. Priceless Treasures' owner, Sally Thornton, wishes to replace the printed catalog with an online catalog.

Ms. Thornton decides to conduct a market research project to explore how Priceless Treasures' target customers would respond to the online catalog approach.
Because pictures of products, either in print or on the Internet, can differ from the actual appearance of a piece of jewelry, Priceless Treasures' customers are sometimes disappointed by items they have purchased. To reduce customer dissatisfaction, the firm's customer service representatives call customers to answer any questions they have, confirm their satisfaction with the purchase, and communicate the firm's refund/return policies.
The firm is seeking to influence the customers' purchase decision process by:

a) stimulating customers to recognize a need of which they were previously unaware
b) facilitating an information search by providing new information
c) influencing alternative assessment by emphasizing the value of the purchased item
d) reducing cognitive dissonance through the reassurance of personal contact

Answer 1

Priceless Treasures seeks to reduce customer dissatisfaction by providing personal contact with customers through their customer service representatives.

Step-by-step explanation:

The firm is seeking to influence the customers' purchase decision process by reducing cognitive dissonance through the reassurance of personal contact. By having customer service representatives call customers to answer questions, confirm satisfaction, and communicate refund/return policies, Priceless Treasures aims to alleviate any doubts or regrets customers may have after purchasing items from their online catalog.