Question 1

A large food manufacturer is about to launch a new cereal brand. How could they use the theory of classical conditioning to help form positive associations with their product?

Accepted Answer

Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time, this second stimulus causes a similar response because it is associated with the first stimulus.
Although a number of examples are possible, one example is creating a television commercial that pairs the cereal with a well- liked song by the target market. Eventually, the positive feelings elicited by the song will become paired with the new cereal. Note that students could also be asked to identify which stimulus is unconditioned (e.g. the song) and which one is conditioned (the cereal).

Question 2

In the information- processing approach to memory, one could think of the storage stage as being similar to a:

Accepted Answer

A)  butterfly 
B)  boomerang 
C)  warehouse 
D)  kaleidoscope 
E)  wheel 
A)  butterfly 
B)  boomerang 
C)  warehouse 
D)  kaleidoscope 
E)  wheel C

Question 3

Which of the following is NOT a marketing strategy based upon stimulus generalization:

Accepted Answer

A)  licensing 
B)  family branding 
C)  product line extensions 
D)  stimulus discrimination 
E)  look- alike packaging 
A)  licensing 
B)  family branding 
C)  product line extensions 
D)  stimulus discrimination 
E)  look- alike packaging D

Question 4

Not only can product associations be formed, they can also be extinguished.

Accepted Answer

A) True 
 B)False

Question 5

People who play slot machines play and play and play, a behaviour difficult to extinguish. They never know when they are going to "hit." This reinforcement schedule is called variable- interval reinforcement.

Accepted Answer

A) True 
 B)False

Question 6

One way for marketers to trigger nostalgia in an individual is by:

Accepted Answer

A)  having the marketer's product present in their evoked set 
B)  emphasizing product attributes in their advertising materials 
C)  introducing a retro brand 
D)  creating a new fashionable trend 
E)  increasing brand equity 
A)  having the marketer's product present in their evoked set 
B)  emphasizing product attributes in their advertising materials 
C)  introducing a retro brand 
D)  creating a new fashionable trend 
E)  increasing brand equity

Question 7

Unipolar Emotions is another term for Mixed Emotions.

Accepted Answer

A) True 
 B)False

Question 8

Doug, a marketing director for a movie production company, is planning to study the effectiveness of some recently released television commercials for one of their upcoming films. What are some potential measurement problems he should be aware of?

Accepted Answer

Response bias-This can take several form

Question 9

When Stephanie thought of perfume, she thought of Chanel, French, Catherine Deneuve, expensive, alluring, elegant. This is her:

Accepted Answer

A)  activation model 
B)  node detection 
C)  schema 
D)  network 
E)  evoked set 
A)  activation model 
B)  node detection 
C)  schema 
D)  network 
E)  evoked set

Question 10

The board game, Trivial Pursuit, demonstrates that even though we "know" something, we may not be able to recall it on demand.

Accepted Answer

A) True 
 B)False

Question 11

Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line. This action is known as:

Accepted Answer

A)  product association 
B)  allowable franchising 
C)  product knock- offs 
D)  stimulus acquisition 
E)  brand licensing 
A)  product association 
B)  allowable franchising 
C)  product knock- offs 
D)  stimulus acquisition 
E)  brand licensing

Question 12

Repetition has not been determined to be a relevant factor in advertising effectiveness.

Accepted Answer

A) True 
 B)False

Question 13

If a company portrays someone as being a "loser" due to not drinking a certain brand of beer, they are using to strengthen responses.

Accepted Answer

A)  acquired assumption 
B)  controlled response 
C)  frequency marketing 
D)  negative reinforcement 
E)  positive reinforcement 
A)  acquired assumption 
B)  controlled response 
C)  frequency marketing 
D)  negative reinforcement 
E)  positive reinforcement

Question 14

If Viva were to add facial tissue to its paper towel line, it would be called a product line extension.

Accepted Answer

A) True 
 B)False

Question 15

Learning is a relatively permanent change in behaviour that is caused by experience.

Accepted Answer

A) True 
 B)False

Question 16

Encore Bacon is an economy product that attempts to copy Maple Leaf Bacon, a premium product. This would be known as:

Accepted Answer

A)  duplicated competitive variation 
B)  look- alike packaging 
C)  stimulus- response distortion 
D)  competitive variation 
E)  unfair competition 
A)  duplicated competitive variation 
B)  look- alike packaging 
C)  stimulus- response distortion 
D)  competitive variation 
E)  unfair competition

Question 17

The process of acquiring information and storing it over time so that it will be available when needed is:

Accepted Answer

A)  chunking 
B)  attentional gate 
C)  retrieval 
D)  memory 
E)  information acquisition 
A)  chunking 
B)  attentional gate 
C)  retrieval 
D)  memory 
E)  information acquisition

Question 18

The two basic measures of advertising impact used in the industry are:

Accepted Answer

A)  reliability and recall 
B)  power and persuasiveness 
C)  readership and remembrance 
D)  recognition and recall 
E)  test- retest recall 
A)  reliability and recall 
B)  power and persuasiveness 
C)  readership and remembrance 
D)  recognition and recall 
E)  test- retest recall

Question 19

Lane was required to do a research project for a marketing class. He selected 100 people and put them into two groups at random. Everyone in both groups tasted a candy made in Turkey. The candy was not as sweet as the subjects expected. The first group then saw an ad that emphasized how sweet the candy was compared to other candy from Turkey. The second group did not see the ad. According to the postexperience advertising effect, what difference between the two groups should Lane expect?

Accepted Answer

A)  The postexperience advertising effect would give Lane no information to form an expectation. 
B)  Both groups will report the candy as being equally sweet 
C)  The second group will state that the candy is sweeter than will the first group. 
D)  The first group will state that the candy is sweeter than will the second group. 
E)  Both groups will report the candy as being not sweet. 
A)  The postexperience advertising effect would give Lane no information to form an expectation. 
B)  Both groups will report the candy as being equally sweet 
C)  The second group will state that the candy is sweeter than will the first group. 
D)  The first group will state that the candy is sweeter than will the second group. 
E)  Both groups will report the candy as being not sweet.

Question 20

Kraft Foods of Canada is considering getting into the toilet paper business, which would be a new product for them to market. This strategy is known as:

Accepted Answer

A)  brand variation 
B)  conditioned response appeal 
C)  product modification 
D)  product line extension 
E)  corporate repositioning 
A)  brand variation 
B)  conditioned response appeal 
C)  product modification 
D)  product line extension 
E)  corporate repositioning

A large food manufacturer is about to launch a new cereal brand. How could they use the theory of classical conditioning to help form positive associations with their product?

In the information- processing approach to memory, one could think of the storage stage as being similar to a:

Which of the following is NOT a marketing strategy based upon stimulus generalization:

Not only can product associations be formed, they can also be extinguished.

People who play slot machines play and play and play, a behaviour difficult to extinguish. They never know when they are going to "hit." This reinforcement schedule is called variable- interval reinforcement.

One way for marketers to trigger nostalgia in an individual is by:

Unipolar Emotions is another term for Mixed Emotions.

Doug, a marketing director for a movie production company, is planning to study the effectiveness of some recently released television commercials for one of their upcoming films. What are some potential measurement problems he should be aware of?

When Stephanie thought of perfume, she thought of Chanel, French, Catherine Deneuve, expensive, alluring, elegant. This is her:

The board game, Trivial Pursuit, demonstrates that even though we "know" something, we may not be able to recall it on demand.

Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line. This action is known as:

Repetition has not been determined to be a relevant factor in advertising effectiveness.

If a company portrays someone as being a "loser" due to not drinking a certain brand of beer, they are using to strengthen responses.

If Viva were to add facial tissue to its paper towel line, it would be called a product line extension.

Learning is a relatively permanent change in behaviour that is caused by experience.

Encore Bacon is an economy product that attempts to copy Maple Leaf Bacon, a premium product. This would be known as:

The process of acquiring information and storing it over time so that it will be available when needed is:

The two basic measures of advertising impact used in the industry are:

Kraft Foods of Canada is considering getting into the toilet paper business, which would be a new product for them to market. This strategy is known as:

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Learning and Memory

Motivation and Affect

The Self and Gender Identity

Personality, Lifestyles, and Values

Attitudes and Persuasive Communications

Decision Making

Buying, Using, and Disposing

Group Influences and Social Media

Income and Social Class

Subcultures

Culture

Careers in Consumer Research

Research Methods

Sources of Secondary Data

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Exam 3: Perception

A large food manufacturer is about to launch a new cereal brand. How could they use the theory of classical conditioning to help form positive associations with their product?

In the information- processing approach to memory, one could think of the storage stage as being similar to a:

Which of the following is NOT a marketing strategy based upon stimulus generalization:

Not only can product associations be formed, they can also be extinguished.

People who play slot machines play and play and play, a behaviour difficult to extinguish. They never know when they are going to "hit." This reinforcement schedule is called variable- interval reinforcement.

One way for marketers to trigger nostalgia in an individual is by:

Unipolar Emotions is another term for Mixed Emotions.

Doug, a marketing director for a movie production company, is planning to study the effectiveness of some recently released television commercials for one of their upcoming films. What are some potential measurement problems he should be aware of?

When Stephanie thought of perfume, she thought of Chanel, French, Catherine Deneuve, expensive, alluring, elegant. This is her:

The board game, Trivial Pursuit, demonstrates that even though we "know" something, we may not be able to recall it on demand.

Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line. This action is known as:

Repetition has not been determined to be a relevant factor in advertising effectiveness.

If a company portrays someone as being a "loser" due to not drinking a certain brand of beer, they are using to strengthen responses.

If Viva were to add facial tissue to its paper towel line, it would be called a product line extension.

Learning is a relatively permanent change in behaviour that is caused by experience.

Encore Bacon is an economy product that attempts to copy Maple Leaf Bacon, a premium product. This would be known as:

The process of acquiring information and storing it over time so that it will be available when needed is:

The two basic measures of advertising impact used in the industry are:

Kraft Foods of Canada is considering getting into the toilet paper business, which would be a new product for them to market. This strategy is known as:

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Learning and Memory

Motivation and Affect

The Self and Gender Identity

Personality, Lifestyles, and Values

Attitudes and Persuasive Communications

Decision Making

Buying, Using, and Disposing

Group Influences and Social Media

Income and Social Class

Subcultures

Culture

Careers in Consumer Research

Research Methods

Sources of Secondary Data

Filters