Exam 6: Consumer learning and involvement

If a consumer is no longer satisfied that her hair is silky smooth after using a brand of shampoo, the link between the stimulus (shampoo) and the response (silky smooth hair) is no longer reinforced. This is an example of:

The key to overcoming _______ is effective positioning, which is to be able to position a product in a way to differentiate it in our over-communicated society.

Fear appeals in ad messages are a form of:

When advertisers want an immediate impact (e.g. to introduce a new product or to counter a competitor's aggressive campaign), they generally use a massed schedule to hasten consumer learning.

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

The focus on cognitive learning is not on the stimulus but rather on one's:

Defining brand loyalty by repurchase would be on the basis of:

Marketers have identified three types of reinforcement schedules: total, continuous and fixed.

______ increases the strength of the association between a conditioned stimulus and an unconditioned stimulus.

'The process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behaviour' defines:

Hemispheral lateralisation is also known as:

Jenny has been using a new exercise machine for a few weeks. A colleague recently complemented her on how trim she looks. Jenny is more likely to continue using the fitness machine and engage in other fitness-related exercises. This behaviour is an example of reinforcement.

Advertising wearout is the phenomenon that happens when a greater number of repetitions occur, after which an individual can become satiated, and attention and retention will decline. Memory may no longer improve with repeated exposures.

Licensing is a marketing strategy that operates under the principle of:

If motives serve to stimulate learning in consumers, _____ are the stimuli that give direction to those motives.

A behavioural learning theorist would seek to measure consumer brand loyalty in terms of:

After using fitness equipment or nutritional supplements, a consumer feels better physically, or is complimented on his or her appearance by friends, that consumer is then more likely to continue using the equipment or supplements and possibly to engage in other fitness-related activities. This example defines:

The classical conditioning principle that encourages firms to make a product which is as similar to the leading brand as legally possible is:

The total package of associations brought to mind when a cue is activated is called:

According to the right-brain, passive-processing-of-information theory, the most effective advertisements would be: