Exam 5: Consumer Learning

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

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

The purpose of recognition and recall tests is to determine whether consumers remember seeing an ad and the extent to which they have read it and can recall its content.

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

Consumers exposed to substantively varied ads process more information about product attributes and have more positive thoughts about the product than those exposed to cosmetic variation.

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

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, the Mr. Greasy Reward Card offers customers positive reinforcement on a ________ schedule.

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 ________.

Once information is perceived, it is first stored in the short-term store, then the long-term store, then the sensory store.

HSBC positions itself as "the world's local bank." A recent advertising campaign consisted of about 20 ads centered on the theme that "different values make the world a richer place." HSBC's use of different cosmetic variations in their ads while repeating the same advertising theme is an attempt to avoid ________.

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

In cases of ________, behavior is unlearned due to a lack of reinforcement.

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

When consumers watch advertising on TV, they ________ process and store ________ information without active involvement.

Greater familiarity with the product category increases cognitive ability and learning during a new purchase decision, particularly with regard to technical information.

A distributed ad campaign, with ads repeated on a regular basis, results in more long-term learning and is relatively immune to extinction.

From a marketing perspective, the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior, which evolves and changes as consumers acquire knowledge from experience, observation, and interactions with others to impact future behavior, is known as ________.

The right brain's passive processing of information, wherein a product is paired with a visual image repeatedly to produce a desired response, is consistent with ________.

________ suggests repeated exposure to TV commercials, or low involvement information processing, induces purchase decisions before the formation of consumer attitudes toward products.

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