Exam 7: Consumer Learning

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,Fast Oil is hoping to capitalize on Mr.Greasy's ________ to increase sales.

Cognitive learning theory holds that ________.

In ________,the marketer adds related products to an already established brand.

________ refers to the value inherent in a well-known brand name and stems from the consumer's perception of the brand's superiority,the social esteem that using it provides,and the customer's trust and identification with the brand.

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

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 cares about the quality of their experience.

Increasing the number of repetitions of a message increases the message's retention,without any known satiation point.

FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs down by only serving its food through drive-through windows.In response to increasing concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco.In addition to chicken and beef tacos, Speedy's menu also includes Speedy Burritos and Speedy Mexican Pizzas.Hoping to capitalize on the popularity of the Speedy brand, Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy name on its line of salsa and tortilla chips sold to consumers through grocery stores.To entice consumers to try its salsa and chips, Continental Foods set up sampling booths at the front of the chip-and-dip aisles at grocery stores nationwide.Consumers that sampled the chips and salsa were given coupons toward the purchase of Continental Foods' Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount coupon for salsa on the back of every bag of tortilla chips. -In the FAST FOOD MINI CASE,Speedy Taco's addition of chicken tacos to its menu constitutes ________.

From a marketing perspective,the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior is known as ________.

The basis of ________,in which two brand names are featured on a single product,is to use another product's brand equity to enhance the primary brand's equity.

Classical conditioning and instrumental conditioning theory are examples of ________.

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,________.

Gloria recently tried a new brand of shampoo that ended up leaving her hair looking matted and greasy.This outcome is an example of negative reinforcement.

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 ________.

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,Mr.Greasy's advertising relies on which of the following elements of instrumental conditioning?

The more competitive ads a consumer sees,the greater the likelihood that ________ will occur,causing the consumer to forget previous learning that resulted from repetition.

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

Consumer learning is a process that continually evolves and changes as a result of newly acquired knowledge or from actual experience.

For ________ purchases,consumers are more likely to be narrow categorizers,whereas for ________ purchases,consumers are more likely to be broad categorizers.

What is the split-brain theory?