Exam 5: Consumer Learning

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 ________.

How do some marketers make use of the concept of stimulus generalization?

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.

Learning acquired by accident or without much effort is known as ________ learning.

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

________ serve to stimulate learning, and ________ are the stimuli that direct them.

Under ________, the consumer can be viewed as an information seeker who uses logical and perceptual relations among events, along with his or her own preconceptions, to form a sophisticated representation of the world.

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.

Classical conditioning and instrumental conditioning theory are examples of ________.

What is the split-brain theory?

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 ________.

Extinction and forgetting are the same thing.

Cognitive learning theory ________.

Use hemispheric lateralization in an explanation of how print advertisements are processed differently from television advertisements.

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

Consumer learning is a process that continually evolves and changes as a result of newly acquired knowledge or from actual experience.

According to B.F. Skinner, ________.

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

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