Exam 5: Consumer Learning

Manufacturers of private-label brands try to make their packaging closely resemble the national brand leaders. They are hoping that consumers will engage in ________ and attribute the qualities of the leading national brand to the private-label brand by virtue of their similar packaging appearance.

Instrumental learning theorists believe that learning occurs through a trial-and-error process, with habits formed as a result of rewards received for certain responses or behaviors.

The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place.

If Mark wants an immediate impact as he introduces his product, he should use ________; if he wants long-term, regular buying behavior, he should use ________.

High-involvement purchases are important to the consumer in terms of perceived risk, so they provoke extensive problem solving and information search.

________, or the silent, mental repetition of information, must take place for information to have a chance to be transferred to the long-term store.

________ are considered high-involvement, so they are processed by the brain's ________ side.

Low-involvement purchases are not very important, hold little relevance, have little perceived risk, and provoke limited information processing.

Differentiate between behavioral and attitudinal brand loyalty. What are the implications of each for a marketer?

Forgetting is often related to the passage of time, and is known as the process of ________.

If Sarah has a cold and takes Advil, and her cold goes away, increasing the likelihood she will take Advil if she has another cold, the removal of the unpleasant stimulus (the cold)is an example of ________.

What is the theory of classical conditioning? Explain using an example.

At Gino's Italian Bistro, waitresses ask each table whether or not they have dined at Gino's before. A manager is sure to stop by every table with first-time guests to thank them for trying the restaurant and to encourage them to return. In this case, the manager visit constitutes ________ for the guests, making them feel like restaurant staff really care about the quality of their experience.

In ________ tests, the consumer is asked whether he or she has read a specific magazine or watched a specific television show, and, if so, if he or she can remember any ads or commercials seen, the product and brand advertised, and any notable points about the offerings promoted.

Extinction and forgetting are the same thing.

When consumers are presented with information overload, they may encounter difficulty in encoding and storing it all.

According to Pavlov's theory, ________.