Exam 6: Consumer learning and involvement

In _____, the marketer adds related products to an already established brand, knowing that the new products are more likely to be adopted when they are associated with a known and trusted brand name; thus marketers take advantage of the principle of stimulus generalisation.

It has been found that advertising messages are most effective when they combine the product's attributes with the benefits. This aids the process of information _____ within a consumer.

When Omo washing liquid came out with an Omo sensitive liquid, the new product was an example of:

A firm introducing a revolutionary new product to the marketplace or counter a competitor's aggressive campaign, would most likely opt for:

The factor that increases the likelihood that a specific response will occur in the future as a result of particular cues or stimuli defines:

Ben believes that brand loyalty is the result of extensive problem-solving behaviour involving brand and attribute comparisons, leading to a strong brand preference. Ben's views are consistent with:

_____ is our ability to make the same responses to slightly different stimuli.

When a learning schedule is spread out over a period of time, a firm would be employing:

What are low-involvement purchases and high-involvement purchases? Explain the concept of involvement theory as it relates to consumer behaviour.

A critical component of instrumental conditioning is:

Some marketers try to avoid advertising wearout by adopting a ______ strategy in their ads by changing aspects of the message without changing the theme.

The _______ model suggests that a person's level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.

When a famous celebrity's name is used on perfumes in return for a fee, this is known as:

Product line, form and category extensions, family branding and licensing are all examples of stimulus generalisation strategies. Briefly explain what each strategy is and give examples.

When a learned response is no longer reinforced to the point at which the link between the stimulus and the expected reward is eliminated, it has reached the point of:

Which of the following is not a positive outcome from brand equity?

When individuals observe the behaviour of others, remember it and imitate it, the method of learning that is being employed is:

'Learning based on mental activity' defines:

Which of the following is not a reason that there is an increased amount of brand switching?

The creation of a strong association between the conditioned stimulus (CS) and unconditioned stimulus (US) is called: