Exam 5: Consumer Learning

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

In a consumer behavior context, the previously acquired consumer perception of an existing product is the ________. When consumers try a new product by the same brand because they believe that the new product embodies the same attribute with which the brand's existing products are associated, this is the ________.

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

Which of the following theories assumes that learning takes place as the result of responses to external events?

________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior.

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

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

Francis gets a free sandwich after she purchases nine sandwiches at Subway. This is an example of a ________ reward schedule.

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 ________.

How individuals react to a drive or cue constitutes their ________.

Family branding, licensing, product line extensions, and product form extensions are all marketing strategies based on ________.

Uncovering ________ is the primary objective of marketers as they seek to teach consumers how they can fill their needs by buying certain products and brands.

Define and give one example of each of the following: a. product line extension b. product form extension

Gloria recently tried a new brand of shampoo that ended up leaving her hair looking matted and greasy. This outcome is an example of negative reinforcement.

________ is the stage of real memory in which information is processed and held for just a brief period.

If you usually listen to the 6 o'clock news while waiting for dinner to be served, you would tend to associate the news with dinner, and eventually the sound of the 6 o'clock news alone might cause your mouth to water even if dinner was not being prepared. This is known as ________.

Stimulus generalization refers to ________.

________ suggests that the human brain is divided into two distinct cerebral hemispheres that operate together but specialize in the processing of different types of cognitions.

Which of the following was demonstrated by Ivan Pavlov?

For ________ purchases, consumers are more likely to be narrow categorizers, whereas for ________ purchases, consumers are more likely to be broad categorizers.