Exam 7: Consumer Learning

The process by which we recover information from long-term storage is known as ________.

________ results in the selection of a specific stimulus from among similar stimuli.

________ strategies are designed to distinguish a product or brand from that of competitors on the basis of an attribute that is relevant,meaningful,and valuable to consumers.

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 blitz before the traditional summer driving holidays is known as a ________.

Companies that create personal connections with customers,and also offer diverse product lines and competitive prices,are the ones providing the best reinforcement,resulting in satisfaction and repeat patronage.

According to B.F.Skinner,________.

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,when Speedy Taco allows Continental Foods to put the Speedy name on its line of salsa and tortilla chips for sale through grocery stores,Speedy Taco is engaging in ________.

Manufacturers of private-label brands try to make their packaging closely resemble the national brand leaders.They are hoping that consumers will engage in ________ and attribute the qualities of the leading national brand to the private-label brand by virtue of their similar packaging appearance.

Although it is relatively easy to get information into the consumer's sensory store,it is difficult to make a lasting impression.

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,the perceptions of consumers regarding Shimmer shampoo constitutes their ________.

In a consumer behavior context,a(n)________ might consist of a well known brand symbol that implies quality,whereas a(n)________ might consist of new products bearing the well-known symbol.

What is licensing? What is the principle behind its success?

Extinction,another term for forgetting,involves unlearning behavior due to lack of reinforcement.

Learning occurs only when responses are overt.

Cues serve to direct consumer drives regardless of whether these cues are consistent with consumer expectations.

HSBC positions itself as "the world's local bank." A recent advertising campaign consisted of about 20 ads centered on the theme that "different values make the world a richer place." HSBC used different cosmetic variations in their ads while repeating the same advertising theme is an attempt to avoid ________.

The role of experience in learning indicates that all learning is deliberately sought.

Instrumental learning theorists believe that learning occurs through a trial-and-error process,with habits formed as a result of rewards received for certain responses or behaviors.

If you usually listen to the 6 o'clock news while waiting for dinner to be served,you would tend to associate the news with dinner,and eventually the sound of the 6 o'clock news alone might cause your mouth to water even if dinner was not being prepared.This is known as ________.

Learning is pervasive in our lives,but there are two different theories on how people learn - the ________ theories and the ________ theories.