Question 1

Another word for learning would be:

Accepted Answer

A)  masked behaviour. 
B)  modelling. 
C)  activation. 
D)  conditioning. 
A)  masked behaviour. 
B)  modelling. 
C)  activation. 
D)  conditioning. D

Question 2

A group of products recalled by consumers as sharing some attribute or quality are called:

Accepted Answer

A)  a recognition product set. 
B)  a previously purchased set. 
C)  a stimulated set. 
D)  an evoked set. 
A)  a recognition product set. 
B)  a previously purchased set. 
C)  a stimulated set. 
D)  an evoked set. D

Question 3

An advertiser wants to create positive feelings about a new digital camera. How might the advertiser accomplish this using classical conditioning? In your answer define and use terms from classical conditioning theory.

Accepted Answer

• Unconditioned Stimulus (UCS): the stimulus that produces the unconditioned response without previous conditioning (e.g., happy music).
• Unconditioned Response (UCR): the automatic response to the unconditioned stimulus (e.g., positive feelings).
• Conditioned Stimulus (CS): a previously neutral stimulus that has through conditioning acquired the capacity to evoke a conditioned response (e.g., the digital camera).
• Conditioned Response (CR): is the learned reaction to the conditioned stimulus that occurs because of previous conditioning (e.g., positive feelings).
• By pairing the UCS together with the CS on several occasions, over time the CS (digital camera) should lead to conditioned response (positive feelings) even when the original UCS is removed (happy music).

Question 4

Sharon was asked to conduct a recall test of a sample of potential customers. She did this correctly by showing ads one at a time and asking each respondent if she had seen it before.

Accepted Answer

A) True 
 B)False

Question 5

________ refers to a relatively permanent change in behaviour that is caused by experience.

Accepted Answer

A)  Learning 
B)  Memory 
C)  Perception 
D)  Motivation 
A)  Learning 
B)  Memory 
C)  Perception 
D)  Motivation

Question 6

The tendency of a store's private brand to get high sales due to its similarity to the national brand it is imitating is known as stimulus assimilation.

Accepted Answer

A) True 
 B)False

Question 7

Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases. This is known as a form of:

Accepted Answer

A)  frequency marketing. 
B)  stimulus reward. 
C)  conspicuous consumption. 
D)  uncontrolled purchases. 
A)  frequency marketing. 
B)  stimulus reward. 
C)  conspicuous consumption. 
D)  uncontrolled purchases.

Question 8

In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before.

Accepted Answer

A)  recall 
B)  recognition 
C)  remembrance 
D)  recovery 
A)  recall 
B)  recognition 
C)  remembrance 
D)  recovery

Question 9

The beer company chose to advertise during a TV drama because of all of the following EXCEPT:

Accepted Answer

A)  pacing in some sports allows attention to wander. 
B)  the environment of the message affects recall. 
C)  shows with continuous activity fare better for recall. 
D)  shows punctuated with a series of acts are good for recall. 
A)  pacing in some sports allows attention to wander. 
B)  the environment of the message affects recall. 
C)  shows with continuous activity fare better for recall. 
D)  shows punctuated with a series of acts are good for recall.

Question 10

Recent research shows that a car manufacturer, Grey Motors, is perceived as being "old" by young consumers. To overcome this issue they create a new product line, Flash, and in their advertising materials hide all associations with Grey Motors. This is an example of:

Accepted Answer

A)  activation. 
B)  brand loyalty. 
C)  brand equity. 
D)  masked branding. 
A)  activation. 
B)  brand loyalty. 
C)  brand equity. 
D)  masked branding.

Question 11

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that, in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, customer demand began to decrease as the competitor's product became more successful. What characteristic of learning was ruining Scott's apparent success?

Accepted Answer

A)  Too much repetition was decreasing the strength of the CS, thus leading to extinction of the learned relationship between the logo and the quality of the product. 
B)  Customers confused Scott's logo with the logo of Scott's competitor, thus cognitive learning was incomplete and Scott lost customers. 
C)  The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule. 
D)  Scott never provided any positive reinforcement for purchasing his product and thus customers became disinterested in the logo. 
A)  Too much repetition was decreasing the strength of the CS, thus leading to extinction of the learned relationship between the logo and the quality of the product. 
B)  Customers confused Scott's logo with the logo of Scott's competitor, thus cognitive learning was incomplete and Scott lost customers. 
C)  The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule. 
D)  Scott never provided any positive reinforcement for purchasing his product and thus customers became disinterested in the logo.

Question 12

Derek has seen a commercial for a phone company so many times that he no longer pays attention to it. Derek is experiencing:

Accepted Answer

A)  sleeping effect. 
B)  advertising burnout. 
C)  advertising wearout. 
D)  stimulus discrimination. 
A)  sleeping effect. 
B)  advertising burnout. 
C)  advertising wearout. 
D)  stimulus discrimination.

Question 13

Marketers attempting to condition a particular association must ensure that the consumers they have targeted will be exposed to the stimulus a sufficient number of times without reaching:

Accepted Answer

A)  backward conditioning. 
B)  stimulus discrimination. 
C)  advertising wearout. 
D)  masked branding. 
A)  backward conditioning. 
B)  stimulus discrimination. 
C)  advertising wearout. 
D)  masked branding.

Question 14

Define stimulus discrimination. Why it is important to marketers?

Accepted Answer

Stimulus discrimination occurs when a co

Question 15

In advertising research, a tendency of consumers to use middle values of a range, omitting extremes, to express their ratings is known as:

Accepted Answer

A)  normative social behaviour. 
B)  averaging. 
C)  identification. 
D)  compensating. 
A)  normative social behaviour. 
B)  averaging. 
C)  identification. 
D)  compensating.

Question 16

People apparently do process at least some information in an automatic, passive way, which is a condition that has been termed:

Accepted Answer

A)  mindlessness. 
B)  the trigger feature. 
C)  modelling. 
D)  unconscious learning. 
A)  mindlessness. 
B)  the trigger feature. 
C)  modelling. 
D)  unconscious learning.

Question 17

Classical conditioning is a form of:

Accepted Answer

A)  behaviour manipulation. 
B)  operant learning. 
C)  instinct learning. 
D)  associative learning. 
A)  behaviour manipulation. 
B)  operant learning. 
C)  instinct learning. 
D)  associative learning.

Question 18

With respect to the information-processing approach to memory formulation, in the ________ stage, information is entered in a way the system will recognize.

Accepted Answer

A)  storage 
B)  retrieval 
C)  encoding 
D)  decoding 
A)  storage 
B)  retrieval 
C)  encoding 
D)  decoding

Question 19

Some drug and grocery stores have cards whereby customers can collect points for purchases. Certain levels of points result in some sort of reward. This is an example of which kind of reinforcement?

Accepted Answer

A)  fixed-interval 
B)  fixed-ratio 
C)  variable-interval 
D)  variable-ratio 
A)  fixed-interval 
B)  fixed-ratio 
C)  variable-interval 
D)  variable-ratio

Question 20

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

Accepted Answer

If Doug wished to ask consumers to recal

Another word for learning would be:

A group of products recalled by consumers as sharing some attribute or quality are called:

An advertiser wants to create positive feelings about a new digital camera. How might the advertiser accomplish this using classical conditioning? In your answer define and use terms from classical conditioning theory.

Sharon was asked to conduct a recall test of a sample of potential customers. She did this correctly by showing ads one at a time and asking each respondent if she had seen it before.

________ refers to a relatively permanent change in behaviour that is caused by experience.

The tendency of a store's private brand to get high sales due to its similarity to the national brand it is imitating is known as stimulus assimilation.

Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases. This is known as a form of:

In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before.

The beer company chose to advertise during a TV drama because of all of the following EXCEPT:

Recent research shows that a car manufacturer, Grey Motors, is perceived as being "old" by young consumers. To overcome this issue they create a new product line, Flash, and in their advertising materials hide all associations with Grey Motors. This is an example of:

Derek has seen a commercial for a phone company so many times that he no longer pays attention to it. Derek is experiencing:

Marketers attempting to condition a particular association must ensure that the consumers they have targeted will be exposed to the stimulus a sufficient number of times without reaching:

Define stimulus discrimination. Why it is important to marketers?

In advertising research, a tendency of consumers to use middle values of a range, omitting extremes, to express their ratings is known as:

People apparently do process at least some information in an automatic, passive way, which is a condition that has been termed:

Classical conditioning is a form of:

With respect to the information-processing approach to memory formulation, in the ________ stage, information is entered in a way the system will recognize.

Some drug and grocery stores have cards whereby customers can collect points for purchases. Certain levels of points result in some sort of reward. This is an example of which kind of reinforcement?

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

An Introduction to Consumer Behaviour

Perception

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 3: Learning and Memory

Another word for learning would be:

A group of products recalled by consumers as sharing some attribute or quality are called:

An advertiser wants to create positive feelings about a new digital camera. How might the advertiser accomplish this using classical conditioning? In your answer define and use terms from classical conditioning theory.

Sharon was asked to conduct a recall test of a sample of potential customers. She did this correctly by showing ads one at a time and asking each respondent if she had seen it before.

________ refers to a relatively permanent change in behaviour that is caused by experience.

The tendency of a store's private brand to get high sales due to its similarity to the national brand it is imitating is known as stimulus assimilation.

Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases. This is known as a form of:

In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before.

The beer company chose to advertise during a TV drama because of all of the following EXCEPT:

Recent research shows that a car manufacturer, Grey Motors, is perceived as being "old" by young consumers. To overcome this issue they create a new product line, Flash, and in their advertising materials hide all associations with Grey Motors. This is an example of:

Derek has seen a commercial for a phone company so many times that he no longer pays attention to it. Derek is experiencing:

Marketers attempting to condition a particular association must ensure that the consumers they have targeted will be exposed to the stimulus a sufficient number of times without reaching:

Define stimulus discrimination. Why it is important to marketers?

In advertising research, a tendency of consumers to use middle values of a range, omitting extremes, to express their ratings is known as:

People apparently do process at least some information in an automatic, passive way, which is a condition that has been termed:

Classical conditioning is a form of:

With respect to the information-processing approach to memory formulation, in the ________ stage, information is entered in a way the system will recognize.

Some drug and grocery stores have cards whereby customers can collect points for purchases. Certain levels of points result in some sort of reward. This is an example of which kind of reinforcement?

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

An Introduction to Consumer Behaviour

Perception

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters