Exam 7: Consumer Learning

The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place.

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

In a consumer behavior context,the previously acquired consumer perception of an existing product is the ________.When consumers try a new product by the same brand because they believe that the new product embodies the same attribute with which the brand's existing products are associated,this is the ________.

What is the theory of classical conditioning? Explain using an example

________ increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting.

The promise of possibly receiving a reward provides positive reinforcement and encourages consumer patronage.

Newly acquired knowledge and personal experience serve as ________ to the individual and provide the basis for future behavior in similar situations.

The amount of information available for delivery from short-term storage to long-term storage depends on the amount of ________ it is given.

How individuals react to a drive or cue constitutes their ________.

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,consumer use of Shimmer conditioner because they believe it will embody the same attributes associated with Shimmer shampoo is the ________.

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

Greater familiarity with the product category increases cognitive ability and learning during a new purchase decision,particularly with regard to technical information.

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,by printing a coupon on the back of every bag of tortilla chips,Continental foods is reinforcing consumer purchases on a(n)________ schedule.

At some point,an individual can become satiated with numerous exposures to the same message,and both attention and retention will decline.This effect is known as ________.

According to Pavlovian theory,________.

In the marketplace,price,styling,packaging,advertising,and store displays all serve as ________ to help consumers fulfill their needs in product-specific ways.

When and why do marketers use massed or distributed learning schedules?

Once information is perceived,it is first stored in the short-term store,then the long-term store,then the sensory store.

How do some marketers make use of the concept of stimulus generalization?

________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior.