Exam 5: Consumer Learning

Contrast high-involvement purchases with low-involvement purchases and note the challenges associated with the measurement of consumer involvement.

When consumers receive too much information and then find it difficult to encode and store it, ________ occurs.

$\text{FAST FOOD MINI CASE:}$ Speedy Taco is a tex-mex fast food chain that keeps costs down by only serving its food through drive-through windows. In response to increasing concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In addition to chicken and beef tacos, Speedy's menu also includes Speedy Burritos and Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand, Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy name on its line of salsa and tortilla chips sold to consumers through grocery stores. To entice consumers to try its salsa and chips, Continental Foods set up sampling booths at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that sampled the chips and salsa were given coupons toward the purchase of Continental Foods' Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount coupon for salsa on the back of every bag of tortilla chips. -In the FAST FOOD MINI CASE, when Speedy Taco allows Continental Foods to put the Speedy name on its line of salsa and tortilla chips for sale through grocery stores, Speedy Taco is engaging in ________.

In a consumer behavior context, a(n)________ might consist of a well known brand symbol that implies quality, whereas a(n)________ might consist of new products bearing the well-known symbol.

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

Cognitive learning theory suggests that ________.

________ produce(s)more initial learning, whereas ________ usually persist(s)longer.

Companies that create personal connections with customers, and also offer diverse product lines and competitive prices, are the ones providing the best reinforcement, resulting in satisfaction and repeat patronage.

If Betty faces a problem with her teeth, seeks a solution from her dentist, accepts the information, and starts using a different toothpaste that solves the problem, she is engaging in a process called ________.

________ is our tendency to make the same responses to slightly different stimuli.

In ________ tests, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points.

$\text{SHAMPOO MINI CASE:}$ Shimmer is a well-known brand of shampoo that is recognized as being endorsed by the hair dressers of Hollywood stars. Consumers who are highly attuned to social risks associated with personal beauty products perceive that Shimmer shampoo is a high quality shampoo formulation that won't damage hair and renders hair easy to manage and style. The company has recently come out with a line of conditioners under the Shimmer brand name in the hope that consumers will carry their perceptions of Shimmer shampoo over to the new line of conditioners. -In the SHAMPOO MINI CASE, consumer use of Shimmer conditioner because they believe it will embody the same attributes associated with Shimmer shampoo is the ________.

Licensing is a marketing strategy that operates on the principle of ________.

The product imitator hopes that the consumer will ________, whereas the market leader wants the consumer to ________ among similar stimuli.

$\text{OIL CHANGE MINI CASE:}$ Mr. Greasy is a national car care chain that specializes in providing routine services like oil changes and safety inspections. It advertises nationally, particularly around Memorial Day, Independence Day, and Labor Day, when it runs an advertising blitz to encourage drivers to bring their cars in for a check up before holiday road trips. Mr. Greasy's advertisements emphasize the importance of changing a car's oil regularly in order to prevent costly engine failure. Its stores are recognizable from the road by their gray and yellow color schemes. To encourage brand loyalty, Mr. Greasy offers customers reward cards that customers get stamped every time they get an oil change, and can receive the sixth oil change free after the purchase of the first five. Fast Oil, a North Carolina chain that offers the same kind of services, paints its stores black and yellow in an effort to appear like Mr. Greasy stores and benefit from Mr. Greasy's extensive advertising. Thus many customers have developed positive perceptions of Mr. Greasy, note Fast Oil's store color, and mistake Fast Oil stores for Mr. Greasy stores. -In the OIL CHANGE MINI CASE, Mr. Greasy's advertising relies on which of the following elements of instrumental conditioning?

The role of experience in learning indicates that all learning is deliberately sought.

$\text{FAST FOOD MINI CASE:}$ Speedy Taco is a tex-mex fast food chain that keeps costs down by only serving its food through drive-through windows. In response to increasing concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In addition to chicken and beef tacos, Speedy's menu also includes Speedy Burritos and Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand, Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy name on its line of salsa and tortilla chips sold to consumers through grocery stores. To entice consumers to try its salsa and chips, Continental Foods set up sampling booths at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that sampled the chips and salsa were given coupons toward the purchase of Continental Foods' Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount coupon for salsa on the back of every bag of tortilla chips. -In the FAST FOOD MINI CASE, by printing a coupon on the back of every bag of tortilla chips, Continental foods is reinforcing consumer purchases on a(n)________ schedule.

In ________, the marketer adds related products to an already established brand.

Increasing the number of repetitions of a message increases the message's retention, without any known satiation point.

Talk about the three systems or memory storehouses, and how information is stored.