Exam 6: Consumer learning and involvement

Tim is a consumer who values new products and bases his decision based on price. He is exhibiting brand loyalty.

Despite differing opinions, learning theorists generally agree that, in order for learning to occur, certain basic elements must be present. The elements included in most learning theories are; motivation, cues, response and reinforcement.

According to _______, conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone.

The _____ is the stage of real memory in which information is processed and held for just a brief period.

Because information processing occurs in stages, it is generally believed that there are separate and sequential 'storehouses' in memory where information is kept temporarily before further processing. Which of the following is not one of the storehouses?

If you usually listen to the 6 o'clock news while smelling dinner as it is being prepared, 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:

According to the spilt-brain theory, the left hemisphere of the brain is responsible for cognitive activities, such as reading and speaking.

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

Brand equity refers to the value inherent in a well-known brand.

An important influence on consumer learning is timing. What is massed learning and distributed learning and how do marketers use these two types of learning? Cite one example.

Information is stored in long-term memory in two ways. Tim is able to remember the fact that he went to the cinema on a Saturday last month because we store data ______ and he is able to remember the plot, actors and director because we also store data _______.

Julie usually serves dinner at 6.00 p.m. when the evening news program commences on television. Julie associates watching the evening news with having dinner. This is an example of classical conditioning.

Some researchers argue that because instrumental learning theory views behaviour as a result of __????_____ rather than cognitive processes, it is applicable only to products that have little personal relevance or importance to the consumer.

_____ 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 behaviours.

'Observational learning' and 'vicarious learning' are both different names for:

Instrumental conditioning is similar to classical conditioning in that it requires a link between a stimulus and response.

The longer the period of learning, that is, of associating a brand name with a specific product, the less likely the consumer is to discriminate and the more likely to generalise the stimulus.

In order to teach her son to say 'please', a mother gives her son 50 cents every time he says 'please' when asking for something. The mother is employing:

_____ is allowing a well-known brand name to be affixed to products of another manufacturer.

The degree of ______ determines the consumer's level of motivation to search for information and acquire knowledge about a product or service.