Exam 5: Consumer Learning

When Breyers sells Oreo Cookies and Cream ice cream, Breyers purchases ground Oreo cookies for inclusion in the ice cream and prominently displays the Oreo name on its packaging. This is an example of ________.

When a marketer's goal is long-term repeat buying on a regular basis, a massed learning schedule is preferable.

Marketing scholars who believe the ________ believe three exposures to an advertisement are needed: one to make consumers aware of the product, a second to show consumers the relevance of the product, and a third to remind them of the product.

________ increase(s) the likelihood that a specific response will occur in the future as the result of particular cues or stimuli.

It is difficult to overthrow a brand leader once stimulus discrimination has occurred because the leader has had a longer period to teach consumers to associate the brand name with the product. In general, the longer the period of learning, ________.

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

Lucy finds Coca-Cola to be refreshing and tasty. When she attributes this perception to all colas in red cans, she is engaging in ________.

What is licensing? What is the principle behind its success?

Companies that create personal connections with customers, and also offer diverse product lines and competitive prices, are the ones providing the best reinforcement, resulting in satisfaction and repeat patronage.

Gino's Italian Bistro offers all patrons a free after-dinner drink. This is an example of a ________ reward schedule.

When a professor reviews a certain topic many times, he or she is practicing ________.

Forgetting is often related to the passage of time, and it is also referred to as ________.

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, Shimmer's reputation for being endorsed by the hair dressers of Hollywood stars is the brand's ________.

What are the three types of reinforcement schedules used by marketers to reward customers?

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

Big Y Supermarkets sometimes issued poker chips of different values when consumers checked out at their supermarkets. The consumers did not get one each time they checked out, and they did not know what the reward was going to be if they got one. This is an example of a ________ reward schedule.