WGU VZT1 BUSI 3731 Marketing Applications Objective Assessment Guide Q & A 2026 (Complete And Verified Study material) (32pages) LEARNEXAMS

1. In the context of consumer behavior analysis, which of the following best describes the term 'cognitive dissonance'? A. The confusion experienced when a product does not meet expectations B. The discomfort felt when holding conflicting cognitions C. The process of recognizing and remembering brand-related information D. The change in belief or attitude due to marketing communication Answer: B. The discomfort felt when holding conflicting cognitions Rationale: Cognitive dissonance refers to the psychological discomfort a person feels when they hold two or more contradictory beliefs, ideas, or values at the same time, often occurring in the post-purchase evaluation phase. 2. What is the primary purpose of using STP (Segmentation, Targeting, Positioning) in marketing? A. To ensure the product is affordable B. To create a competitive advantage through customer engagement C. To align marketing strategies with the company's financial goals