Question 1

At some point, an individual can become satiated with numerous exposures to the same message, and both attention and retention will decline. This effect is known as ________.

Accepted Answer

A)  advertising wearout 
B)  the three-hit theory 
C)  stimulus differentiation 
D)  rehearsal 
E)  stimulus generalization 
A)  advertising wearout 
B)  the three-hit theory 
C)  stimulus differentiation 
D)  rehearsal 
E)  stimulus generalization A

Question 2

The right brain's passive processing of information, wherein a product is paired with a visual image repeatedly to produce a desired response, is consistent with ________.

Accepted Answer

A)  observational learning 
B)  operant conditioning 
C)  classical conditioning 
D)  cognitive learning 
E)  high involvement processing 
A)  observational learning 
B)  operant conditioning 
C)  classical conditioning 
D)  cognitive learning 
E)  high involvement processing C

Question 3

The purpose of recognition and recall tests is to determine whether consumers remember seeing an ad and the extent to which they have read it and can recall its content.

Accepted Answer

A) True 
 B)False  True

Question 4

A distributed ad campaign, with ads repeated on a regular basis, results in more long-term learning and is relatively immune to extinction.

Accepted Answer

A) True 
 B)False

Question 5

In high involvement situations, consumers who find fewer brands acceptable are narrow categorizers.

Accepted Answer

A) True 
 B)False

Question 6

Chelsea confuses a private-label brand's packaging with that of a national brand leader. This is an example of ________.

Accepted Answer

A)  stimulus discrimination 
B)  stimulus generalization 
C)  cosmetic variations 
D)  advertising wearout 
E)  cognitive processing 
A)  stimulus discrimination 
B)  stimulus generalization 
C)  cosmetic variations 
D)  advertising wearout 
E)  cognitive processing

Question 7

The promise of possibly receiving a reward provides positive reinforcement and encourages consumer patronage.

Accepted Answer

A) True 
 B)False

Question 8

When Listerine, who makes mouthwash in the form of a liquid, introduced Listerine PocketPacks, a solid form of the product, it was an example of a ________.

Accepted Answer

A)  product form extension 
B)  product category extension 
C)  product line extension 
D)  product differentiation strategy 
E)  product generalization strategy 
A)  product form extension 
B)  product category extension 
C)  product line extension 
D)  product differentiation strategy 
E)  product generalization strategy

Question 9

When a child learns about social and consumer behavior by observing his/her parents and/or older siblings, it is an example of ________.

Accepted Answer

A)  massed learning 
B)  passive learning 
C)  observational learning 
D)  positioning 
E)  distributed learning 
A)  massed learning 
B)  passive learning 
C)  observational learning 
D)  positioning 
E)  distributed learning

Question 10

________ results in the selection of a specific stimulus from among similar stimuli.

Accepted Answer

A)  Stimulus generalization 
B)  Stimulus discrimination 
C)  Stimulus recognition 
D)  Stimulus selection 
E)  Stimulus differentiation 
A)  Stimulus generalization 
B)  Stimulus discrimination 
C)  Stimulus recognition 
D)  Stimulus selection 
E)  Stimulus differentiation

Question 11

________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.

Accepted Answer

A)  Perceived learning 
B)  Behavioral learning 
C)  Cognitive learning 
D)  Associative learning 
E)  Modernist learning 
A)  Perceived learning 
B)  Behavioral learning 
C)  Cognitive learning 
D)  Associative learning 
E)  Modernist learning

Question 12

According to B.F. Skinner, ________.

Accepted Answer

A)  the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment 
B)  conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone 
C)  a person's level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective 
D)  most individual learning occurs in a controlled environment in which individuals are "rewarded" for choosing an appropriate behavior 
E)  each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer 
A)  the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment 
B)  conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone 
C)  a person's level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective 
D)  most individual learning occurs in a controlled environment in which individuals are "rewarded" for choosing an appropriate behavior 
E)  each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer

Question 13

Most human needs are fully and permanently satisfied.

Accepted Answer

A) True 
 B)False

Question 14

Lucy finds Coca-Cola to be refreshing and tasty. When she attributes this perception to all colas in red cans, she is engaging in ________.

Accepted Answer

A)  stimulus discrimination 
B)  advertising wearout 
C)  cosmetic variations 
D)  stimulus generalization 
E)  interference 
A)  stimulus discrimination 
B)  advertising wearout 
C)  cosmetic variations 
D)  stimulus generalization 
E)  interference

Question 15

The process by which we recover information from long-term storage is known as ________.

Accepted Answer

A)  retention 
B)  decoding 
C)  encoding 
D)  retrieval 
E)  processing 
A)  retention 
B)  decoding 
C)  encoding 
D)  retrieval 
E)  processing

Question 16

Gino's Italian Bistro offers all patrons a free after-dinner drink. This is an example of a ________ reward schedule.

Accepted Answer

A)  systematic 
B)  variable ratio 
C)  random 
D)  fixed ratio 
E)  continuous 
A)  systematic 
B)  variable ratio 
C)  random 
D)  fixed ratio 
E)  continuous

Question 17

Unfilled needs lead to ________, which spurs learning.

Accepted Answer

A)  feedback 
B)  cues 
C)  response 
D)  motivation 
E)  reinforcement 
A)  feedback 
B)  cues 
C)  response 
D)  motivation 
E)  reinforcement

Question 18

What are the three types of reinforcement schedules used by marketers to reward customers?

Accepted Answer

Continuous reinforcement schedules are r

Question 19

From a marketing perspective, the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior, which evolves and changes as consumers acquire knowledge from experience, observation, and interactions with others to impact future behavior, is known as ________.

Accepted Answer

A)  brand loyalty 
B)  brand equity 
C)  positive reinforcement 
D)  consumer learning 
E)  perceptual blocking 
A)  brand loyalty 
B)  brand equity 
C)  positive reinforcement 
D)  consumer learning 
E)  perceptual blocking

Question 20

Reinforcement performed before the desired consumer behavior actually takes place is called modeling.

Accepted Answer

A) True 
 B)False

At some point, an individual can become satiated with numerous exposures to the same message, and both attention and retention will decline. This effect is known as ________.

The right brain's passive processing of information, wherein a product is paired with a visual image repeatedly to produce a desired response, is consistent with ________.

The purpose of recognition and recall tests is to determine whether consumers remember seeing an ad and the extent to which they have read it and can recall its content.

A distributed ad campaign, with ads repeated on a regular basis, results in more long-term learning and is relatively immune to extinction.

In high involvement situations, consumers who find fewer brands acceptable are narrow categorizers.

Chelsea confuses a private-label brand's packaging with that of a national brand leader. This is an example of ________.

The promise of possibly receiving a reward provides positive reinforcement and encourages consumer patronage.

When Listerine, who makes mouthwash in the form of a liquid, introduced Listerine PocketPacks, a solid form of the product, it was an example of a ________.

When a child learns about social and consumer behavior by observing his/her parents and/or older siblings, it is an example of ________.

________ results in the selection of a specific stimulus from among similar stimuli.

________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.

According to B.F. Skinner, ________.

Most human needs are fully and permanently satisfied.

Lucy finds Coca-Cola to be refreshing and tasty. When she attributes this perception to all colas in red cans, she is engaging in ________.

The process by which we recover information from long-term storage is known as ________.

Gino's Italian Bistro offers all patrons a free after-dinner drink. This is an example of a ________ reward schedule.

Unfilled needs lead to ________, which spurs learning.

What are the three types of reinforcement schedules used by marketers to reward customers?

Reinforcement performed before the desired consumer behavior actually takes place is called modeling.

Consumer Behavior: Information-Driven Consumer Behavior

Segmentation, Targeting and Positioning

Consumer Motivation and Personality

Consumer Perception

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

The Family and Its Social Class Standing

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Consumer Research

Filters

Exam 5: Consumer Learning

At some point, an individual can become satiated with numerous exposures to the same message, and both attention and retention will decline. This effect is known as ________.

The right brain's passive processing of information, wherein a product is paired with a visual image repeatedly to produce a desired response, is consistent with ________.

The purpose of recognition and recall tests is to determine whether consumers remember seeing an ad and the extent to which they have read it and can recall its content.

A distributed ad campaign, with ads repeated on a regular basis, results in more long-term learning and is relatively immune to extinction.

In high involvement situations, consumers who find fewer brands acceptable are narrow categorizers.

Chelsea confuses a private-label brand's packaging with that of a national brand leader. This is an example of ________.

The promise of possibly receiving a reward provides positive reinforcement and encourages consumer patronage.

When Listerine, who makes mouthwash in the form of a liquid, introduced Listerine PocketPacks, a solid form of the product, it was an example of a ________.

When a child learns about social and consumer behavior by observing his/her parents and/or older siblings, it is an example of ________.

________ results in the selection of a specific stimulus from among similar stimuli.

________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.

According to B.F. Skinner, ________.

Most human needs are fully and permanently satisfied.

Lucy finds Coca-Cola to be refreshing and tasty. When she attributes this perception to all colas in red cans, she is engaging in ________.

The process by which we recover information from long-term storage is known as ________.

Gino's Italian Bistro offers all patrons a free after-dinner drink. This is an example of a ________ reward schedule.

Unfilled needs lead to ________, which spurs learning.

What are the three types of reinforcement schedules used by marketers to reward customers?

Reinforcement performed before the desired consumer behavior actually takes place is called modeling.

Consumer Behavior: Information-Driven Consumer Behavior

Segmentation, Targeting and Positioning

Consumer Motivation and Personality

Consumer Perception

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

The Family and Its Social Class Standing

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Consumer Research

Filters