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1.Leaders at Wheelworks note that Europe is the motherland of cycling, and they publicize that sales consultant Kurt Begemann raced in Europe. This is relevant to the cornpany because: Wheelworks is a European company.

professional cyclists are the top consumer segment for Wheelworks

most of the customers at Wheelworks are European

consumers whose self-concept is connected to European style and multicultural values will be more likely co shop Wheelworks when

they see those values expressed in the store.

2. When people at Wheelworks discuss cycling they use words such as “enthusiasm,” “inspiration,” “excitement,” and “attraction.” This indicates a strong .

value consciousness

consumer-brand relationship

self-concept

complaint proneness

3. Which of the following illustrates self-congruency theory?

Sales consultant Kurt Begemann explains that he likes to educate customers about the sport of cycling.

Co-founder Peter Mooney explains that service reps at Wheelworks are not driven by money

Saleswoman Juliana Popper says female customers often feel timid in the store because they view cycling as a male-dominated sport.

Doug Shoemaker says customer service is the lifeblood at Wheelworks