Exam 7: Consumer Learning

________ are more effective at generating recall and familiarity with a product,whereas ________ generate cognitive activity that encourage consumers to evaluate the advantages and disadvantages of a product.

The greater the number of acceptable brands in a specific product category,the more likely the consumer is to be brand loyal to one specific brand.

________ is the stage of real memory in which information is processed and held for just a brief period.

________ refers to the purchase of a brand out of habit and convenience without any emotional attachment to the brand.

________ serve to stimulate learning,and ________ are the stimuli that direct them.

________ in ads involves changing some of the aesthetic characteristics of an ad while repeating the same advertising theme.________ in ads involve changes in advertising content across different versions of an advertisement.

The effectiveness of repetition is independent of the amount of competitive advertising to which the consumer is exposed.

Campbell's Soup Company continues to add new food products to its product line under the Campbell's brand name.This is known as ________.

Unfilled needs lead to ________,which spurs learning.

Lotteries,sweepstakes,door prizes,and contests that require certain consumer behaviors for eligibility are examples of variable ratio reward schedules.

Ads can act as retrieval cues for a competitive brand.

For high-involvement purchases,the ________ is likely to be the most effective marketing strategy,whereas for low-involvement purchases,the ________ is likely to be more effective.

From a marketer's perspective,________ involves obtaining the desired result from using a particular product or service.

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

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 easily to manage and style.The company has recently come out with a line of conditioners under the Shimmer brand name in the hopes that consumers will carry their perceptions of Shimmer shampoo over to the new line of conditioners. -In the SHAMPOO MINI CASE,Shimmer's new line of conditioners bearing the Shimmer brand is the ________.

Under neo-Pavlovian theory,the consumer can be viewed as an information seeker who uses logical and perceptual relations among events,along with his or her own preconceptions,to form a sophisticated representation of the world.________ is the learning that results from exposure to relationships among events in the environment.

Forgetting is often related to the passage of time,and is known as the process of ________.

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

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

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 practice of selling Speedy Tacos,Speedy Burritos,and Speedy Mexican Pizzas,all under the same Speedy brand name,is known as ________.