Exam 5: Consumer Learning

The amount of information available for delivery from short-term storage to long-term storage depends on the amount of ________ it is given.

Which representation of cognitive learning includes awareness, interest and evaluation, trial and adoption?

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 ________.

In the marketplace, price, styling, packaging, advertising, and store displays all serve as ________ to help consumers fulfill their needs in product-specific ways.

Learning occurs only when responses are overt.

Unfilled needs lead to ________, which spurs learning.

________ refers to the purchase of a brand out of habit and convenience without any emotional attachment to the brand.

Although it is relatively easy to get information into the consumer's sensory store, it is difficult to make a lasting impression.

Lotteries, sweepstakes, door prizes, and contests that require certain consumer behaviors for eligibility are examples of variable ratio reward schedules.

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 ________.

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.

What are the three criteria used in the Starch Readership Ad Study?

Rehearsal is the process by which we select a word or visual image to represent a perceived object.

There are two different theories on how people learn - the ________ theories and the ________ theories.

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.

Campbell's Soup Company continues to add new food products to its product line under the Campbell's brand name. This is known as ________.

Jonas knows the tagline from the local oil change vendor, which is frequently advertised on the radio station he listens to. However, Jonas does not have a car and is not interested in oil changes. His awareness of the tagline was most likely due to ________.

Cues serve to direct consumer drives regardless of whether these cues are consistent with consumer expectations.

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, the perceptions of consumers regarding Shimmer shampoo constitutes their ________.

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.