Question 1

According to the three-hit theory, repeating an ad more than three times is a wasted effort.

Accepted Answer

A) True 
 B)False

Question 2

For ____-involvement purchases, the central route to persuasion, provoking considered thought about the product, is likely to be a highly effective marketing strategy. For ___-involvement purchases, the peripheral route to persuasion is likely to be more effective.

Accepted Answer

A)  high; low 
B)  low; high 
C)  high; medium 
D)  none of the above. 
A)  high; low 
B)  low; high 
C)  high; medium 
D)  none of the above.

Question 3

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:

Accepted Answer

A)  the less likely the consumer is to discriminate. 
B)  the more likely the consumer is to discriminate. 
C)  the more likely the consumer will generalise. 
D)  none of the above. 
A)  the less likely the consumer is to discriminate. 
B)  the more likely the consumer is to discriminate. 
C)  the more likely the consumer will generalise. 
D)  none of the above.

Question 4

'Selection of a specific stimulus from among similar stimuli' defines:

Accepted Answer

A)  conditioned response. 
B)  stimulus generalisation. 
C)  stimulus variance. 
D)  stimulus discrimination. 
A)  conditioned response. 
B)  stimulus generalisation. 
C)  stimulus variance. 
D)  stimulus discrimination.

Question 5

Marketers can overcome consumer forgetting through _____, and can combat extinction through _____.

Accepted Answer

A)  enhanced customer satisfaction; learning 
B)  repetition; enhanced customer satisfaction 
C)  learning; trial 
D)  none of the above 
A)  enhanced customer satisfaction; learning 
B)  repetition; enhanced customer satisfaction 
C)  learning; trial 
D)  none of the above

Question 6

The basic premise of the split-brain theory is that the right and left hemispheres of the brain specialise in the kinds of information they process. This theory is also known as:

Accepted Answer

A)  behavioural conditioning. 
B)  hemispheral lateralisation. 
C)  cognitive dissonance. 
D)  passive learning. 
A)  behavioural conditioning. 
B)  hemispheral lateralisation. 
C)  cognitive dissonance. 
D)  passive learning.

Question 7

Most learning theorists agree that in order for learning to occur, certain basic elements must be present including:

Accepted Answer

A)  motivation. 
B)  reinforcement. 
C)  cues. 
D)  all of these. 
A)  motivation. 
B)  reinforcement. 
C)  cues. 
D)  all of these.

Question 8

Marketers agree that seven exposures to an advertisement is enough to aid retention.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following types of information would not be generally handled by the right side of the brain?

Accepted Answer

A)  Nonverbal. 
B)  Timeless. 
C)  Pictorial. 
D)  All would be handled by the right side. 
A)  Nonverbal. 
B)  Timeless. 
C)  Pictorial. 
D)  All would be handled by the right side.

Question 10

Which of the following is not a key element of the definition of learning?

Accepted Answer

A)  It is a process. 
B)  It is mandatory. 
C)  It is the result of acquired knowledge. 
D)  It can come from actual experience. 
A)  It is a process. 
B)  It is mandatory. 
C)  It is the result of acquired knowledge. 
D)  It can come from actual experience.

Question 11

Which of the following statements about high-involvement purchases would not necessarily be true?

Accepted Answer

A)  They have a high personal relevance. 
B)  There are high levels of perceived risk which accompany them. 
C)  They lead to extensive decision making. 
D)  They deal with expensive products. 
A)  They have a high personal relevance. 
B)  There are high levels of perceived risk which accompany them. 
C)  They lead to extensive decision making. 
D)  They deal with expensive products.

Question 12

The classical conditioning theory of learning is a(n) _____ theory.

Accepted Answer

A)  behavioural 
B)  cognitive 
C)  observational 
D)  outdated 
A)  behavioural 
B)  cognitive 
C)  observational 
D)  outdated

Question 13

Which of the following is considered to be a benefit of having strong brand equity?

Accepted Answer

A)  Having preferred shelf space allocated. 
B)  Increasing the perceived value of the product. 
C)  Having more upward pricing flexibility. 
D)  All of the above are benefits of brand equity. 
A)  Having preferred shelf space allocated. 
B)  Increasing the perceived value of the product. 
C)  Having more upward pricing flexibility. 
D)  All of the above are benefits of brand equity.

Question 14

Which of the following is not one of the three basic concepts derived from classical conditioning?

Accepted Answer

A)  Repetition. 
B)  Stimulus discrimination. 
C)  Stimulus generation. 
D)  Stimulus generalisation. 
A)  Repetition. 
B)  Stimulus discrimination. 
C)  Stimulus generation. 
D)  Stimulus generalisation.

Question 15

According to the split-brain theory, the right hemisphere of the brain is responsible for ______, and the left hemisphere of the brain is concerned with ______.

Accepted Answer

A)  cognitive activities; reading 
B)  reading; speaking 
C)  nonverbal information; cognitive 
D)  speaking; pictorial information 
A)  cognitive activities; reading 
B)  reading; speaking 
C)  nonverbal information; cognitive 
D)  speaking; pictorial information

Question 16

Pavlovian theory is dependent on:

Accepted Answer

A)  changing attitudes. 
B)  conditioned learning. 
C)  altering beliefs. 
D)  negative reinforcement. 
A)  changing attitudes. 
B)  conditioned learning. 
C)  altering beliefs. 
D)  negative reinforcement.

Question 17

Social judgment theory states that people's processing of information about an issue is determined by their involvement with the issue.

Accepted Answer

A) True 
 B)False

Question 18

The decrease in brand loyalty, especially for national brands, has been caused in part by an increased emphasis being placed on the promotional element of:

Accepted Answer

A)  specially advertised prices. 
B)  publicity. 
C)  personal selling. 
D)  sales promotion. 
A)  specially advertised prices. 
B)  publicity. 
C)  personal selling. 
D)  sales promotion.

Question 19

_____ is the practice of marketing a whole line of company products under the same brand name.

Accepted Answer

A)  Corporate marketing 
B)  Family branding 
C)  Capital branding 
D)  Licensing 
A)  Corporate marketing 
B)  Family branding 
C)  Capital branding 
D)  Licensing

Question 20

If you subscribe to hemispheral lateralisation, then you believe television is a:

Accepted Answer

A)  cognitive-intense activity. 
B)  high-involvement activity. 
C)  right-brain activity. 
D)  full-system activity. 
A)  cognitive-intense activity. 
B)  high-involvement activity. 
C)  right-brain activity. 
D)  full-system activity.

According to the three-hit theory, repeating an ad more than three times is a wasted effort.

For __-involvement purchases, the central route to persuasion, provoking considered thought about the product, is likely to be a highly effective marketing strategy. For _-involvement purchases, the peripheral route to persuasion is likely to be more effective.

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:

'Selection of a specific stimulus from among similar stimuli' defines:

Marketers can overcome consumer forgetting through _, and can combat extinction through _.

The basic premise of the split-brain theory is that the right and left hemispheres of the brain specialise in the kinds of information they process. This theory is also known as:

Most learning theorists agree that in order for learning to occur, certain basic elements must be present including:

Marketers agree that seven exposures to an advertisement is enough to aid retention.

Which of the following types of information would not be generally handled by the right side of the brain?

Which of the following is not a key element of the definition of learning?

Which of the following statements about high-involvement purchases would not necessarily be true?

The classical conditioning theory of learning is a(n) _____ theory.

Which of the following is considered to be a benefit of having strong brand equity?

Which of the following is not one of the three basic concepts derived from classical conditioning?

According to the split-brain theory, the right hemisphere of the brain is responsible for , and the left hemisphere of the brain is concerned with .

Pavlovian theory is dependent on:

Social judgment theory states that people's processing of information about an issue is determined by their involvement with the issue.

The decrease in brand loyalty, especially for national brands, has been caused in part by an increased emphasis being placed on the promotional element of:

_____ is the practice of marketing a whole line of company products under the same brand name.

If you subscribe to hemispheral lateralisation, then you believe television is a:

The foundations of consumer behaviour

Market segmentation: segmenting, targeting and positioning for diverse

Consumer needs and motivation

Personality and self-concept

Consumer perception

Consumer attitudes—attitude development and change

Social influences on consumer behaviour

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters

Exam 6: Consumer learning and involvement

According to the three-hit theory, repeating an ad more than three times is a wasted effort.

For ____-involvement purchases, the central route to persuasion, provoking considered thought about the product, is likely to be a highly effective marketing strategy. For ___-involvement purchases, the peripheral route to persuasion is likely to be more effective.

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:

'Selection of a specific stimulus from among similar stimuli' defines:

Marketers can overcome consumer forgetting through _____, and can combat extinction through _____.

The basic premise of the split-brain theory is that the right and left hemispheres of the brain specialise in the kinds of information they process. This theory is also known as:

Most learning theorists agree that in order for learning to occur, certain basic elements must be present including:

Marketers agree that seven exposures to an advertisement is enough to aid retention.

Which of the following types of information would not be generally handled by the right side of the brain?

Which of the following is not a key element of the definition of learning?

Which of the following statements about high-involvement purchases would not necessarily be true?

The classical conditioning theory of learning is a(n) _____ theory.

Which of the following is considered to be a benefit of having strong brand equity?

Which of the following is not one of the three basic concepts derived from classical conditioning?

According to the split-brain theory, the right hemisphere of the brain is responsible for ______, and the left hemisphere of the brain is concerned with ______.

Pavlovian theory is dependent on:

Social judgment theory states that people's processing of information about an issue is determined by their involvement with the issue.

The decrease in brand loyalty, especially for national brands, has been caused in part by an increased emphasis being placed on the promotional element of:

_____ is the practice of marketing a whole line of company products under the same brand name.

If you subscribe to hemispheral lateralisation, then you believe television is a:

The foundations of consumer behaviour

Market segmentation: segmenting, targeting and positioning for diverse

Consumer needs and motivation

Personality and self-concept

Consumer perception

Consumer attitudes—attitude development and change

Social influences on consumer behaviour

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters

For __-involvement purchases, the central route to persuasion, provoking considered thought about the product, is likely to be a highly effective marketing strategy. For _-involvement purchases, the peripheral route to persuasion is likely to be more effective.

Marketers can overcome consumer forgetting through _, and can combat extinction through _.

According to the split-brain theory, the right hemisphere of the brain is responsible for , and the left hemisphere of the brain is concerned with .