Deck 7: Consumer Learning

Question 1

________ serve to stimulate learning,and ________ are the stimuli that direct them.

A) Motives; reinforcements
B) Motives; cues
C) Cues; responses
D) Cues; motives
E) Responses; reinforcements

Answer 1

B

Question 2

In the marketplace,price,styling,packaging,advertising,and store displays all serve as ________ to help consumers fulfill their needs in product-specific ways.

A) feedback
B) cues
C) response
D) motivation
E) reinforcement

Answer 2

B

Question 3

Learning acquired by accident or without much effort is known as ________ learning.

A) intentional
B) instrumental
C) intrinsic
D) incidental
E) inexplicable

Answer 3

D

Question 4

________ increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting.

A) Feedback
B) Perceptual defense
C) Repetition
D) Generalization
E) Discrimination

Question 5

________ increase(s)the likelihood that a specific response will occur in the future as the result of particular cues or stimuli.

A) Feedback
B) Cues
C) Response
D) Motivation
E) Reinforcement

Question 6

________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.

A) Perceived learning
B) Behavioral learning
C) Cognitive learning
D) Associative learning
E) Modernist learning

Question 7

Under neo-Pavlovian theory,the consumer can be viewed as an information seeker who uses logical and perceptual relations among events,along with his or her own preconceptions,to form a sophisticated representation of the world.________ is the learning that results from exposure to relationships among events in the environment.

A) Feedback
B) Reinforcement
C) Conditioning
D) Generalization
E) Discrimination

Question 8

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 ________.

A) instrumental conditioning
B) classical conditioning
C) conditional learning
D) behavioral learning
E) perceptual learning

Question 9

Classical conditioning and instrumental conditioning theory are examples of ________.

A) perception theories
B) behavioral learning theories
C) cognitive associative theory
D) involvement theory
E) cognitive learning theories

Question 10

At Gino's Italian Bistro,waitresses ask each table whether or not they have dined at Gino's before.A manager is sure to stop by every table with first-time guests to thank them for trying the restaurant and to encourage them to return.In this case,the manager visit constitutes ________ for the guests,making them feel like restaurant staff really cares about the quality of their experience.

A) feedback
B) a cue
C) a response
D) a motive
E) reinforcement

Question 11

Unfilled needs lead to ________,which spurs learning.

A) feedback
B) cues
C) response
D) motivation
E) reinforcement

Question 12

In a consumer behavior context,the previously acquired consumer perception of an existing product is the ________.When consumers try a new product by the same brand because they believe that the new product embodies the same attribute with which the brand's existing products are associated,this is the ________.

A) unconditioned stimulus; conditioned stimulus
B) conditioned stimulus; conditioned response
C) unconditioned stimulus; unconditioned response
D) conditioned stimulus; unconditioned stimulus
E) unconditioned response; conditioned response

Question 13

Newly acquired knowledge and personal experience serve as ________ to the individual and provide the basis for future behavior in similar situations.

A) stimulus
B) sensation
C) communication
D) understanding
E) feedback

Question 14

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.

A) unconditioned stimulus; conditioned stimulus
B) conditioned stimulus; conditioned response
C) unconditioned stimulus; unconditioned response
D) conditioned stimulus; unconditioned stimulus
E) unconditioned response; conditioned response

Question 15

From a marketing perspective,the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior is known as ________.

A) brand loyalty
B) brand equity
C) positive reinforcement
D) consumer learning
E) perceptual blocking

Question 16

According to Pavlovian theory,________.

A) learning can occur only when responses are overt
B) 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
C) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer
D) there is a limit to the amount of repetition that will aid retention
E) learning depends on the ability of individuals to generalize

Question 17

Early classical conditioning theorists regarded all organisms as relatively passive entities that could be taught behaviors through ________.

A) reflection
B) repetition
C) analysis
D) association
E) observation

Question 18

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

A) behavioral; affective
B) cognitive; rational
C) behavioral; cognitive
D) emotional; affective
E) experiential; intentional

Question 19

At some point,an individual can become satiated with numerous exposures to the same message,and both attention and retention will decline.This effect is known as ________.

A) advertising wearout
B) the three-hit theory
C) stimulus differentiation
D) rehearsal
E) stimulus generalization

Question 20

How individuals react to a drive or cue constitutes their ________.

A) perceptual organization
B) learning
C) response
D) motivation
E) reinforcement

Question 21

Forgetting is often related to the passage of time,and is known as the process of ________.

A) encoding
B) relationship marketing
C) decay
D) advertising wearout
E) perceptual blocking

Question 22

Lucy finds Coca-Cola to be refreshing and tasty.When she attributes this perception to all colas in red cans,she is engaging in ________.

A) stimulus discrimination
B) advertising wearout
C) cosmetic variations
D) stimulus generalization
E) interference

Question 23

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 ________.

A) advertising wearout
B) the three-hit theory
C) stimulus differentiation
D) rehearsal
E) stimulus generalization

Question 24

When Breyers sells Oreo Cookies and Cream ice cream,Breyers purchases ground Oreo cookies for inclusion in the ice cream and prominently displays the Oreo name on its packaging.This is an example of ________.

A) shaping
B) licensing
C) modeling
D) family branding
E) chunking

Question 25

In cases of ________,behavior is unlearned due to a lack of reinforcement.

A) forgetting
B) information overload
C) decay
D) advertising wearout
E) extinction

Question 26

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

A) Stimulus generalization
B) Stimulus discrimination
C) Stimulus recognition
D) Stimulus selection
E) Stimulus differentiation

Question 27

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,________.

A) the less likely the consumer is to discriminate
B) the more likely the consumer is to discriminate
C) the more likely the consumer is to generalize
D) the more diverse the evoked set
E) the more likely the consumer is to engage in vicarious learning

Question 28

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.

A) stimulus discrimination
B) advertising wearout
C) stimulus generalization
D) family branding
E) interference

Question 29

According to B.F.Skinner,________.

A) the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment
B) 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
C) a person's level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective
D) most individual learning occurs in a controlled environment in which individuals are "rewarded" for choosing an appropriate behavior
E) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer

Question 30

________ involves developing a close,personalized relationship with customers,and is one form of non-product reinforcement.

A) Relationship marketing
B) Copy testing
C) Involvement theory
D) Comprehension
E) Shaping

Question 31

The more competitive ads a consumer sees,the greater the likelihood that ________ will occur,causing the consumer to forget previous learning that resulted from repetition.

A) stimulus discrimination
B) interference
C) cosmetic variations
D) advertising wearout
E) cognitive processing

Question 32

Campbell's Soup Company continues to add new food products to its product line under the Campbell's brand name.This is known as ________.

A) corporate marketing
B) family branding
C) capital branding
D) licensing
E) positioning

Question 33

From a marketer's perspective,________ involves obtaining the desired result from using a particular product or service.

A) the central route to persuasion
B) copy testing
C) positive reinforcement
D) the peripheral route to persuasion
E) negative reinforcement

Question 34

The product imitator hopes that the consumer will ________,whereas the market leader wants the consumer to ________ among similar stimuli.

A) discriminate; select
B) generalize; discriminate
C) select; generalize
D) discriminate; generalize
E) discriminate; differentiate

Question 35

________ 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.

A) Stimulus differentiation
B) Product differentiation
C) Stimulus discrimination
D) Stimulus generalization
E) Product discrimination

Question 36

In ________,the marketer adds related products to an already established brand.

A) product form extensions
B) product category extensions
C) product line extensions
D) product differentiation
E) product generalization

Question 37

________ in ads involves changing some of the aesthetic characteristics of an ad while repeating the same advertising theme.________ in ads involve changes in advertising content across different versions of an advertisement.

A) Cosmetic variations; Advertising wearout
B) Substantive variations; Cosmetic variations
C) Cosmetic variations; Substantive variations
D) Stimulus generalization; Stimulus discrimination
E) Advertising wearout; Substantive variations

Question 38

Gino's Italian Bistro offers all patrons a free after-dinner drink.This is an example of a ________ reward schedule.

A) systematic
B) variable ratio
C) random
D) fixed ratio
E) continuous

Question 39

Licensing is a marketing strategy that operates on the principle of ________.

A) stimulus differentiation
B) product category extensions
C) repetition
D) product line extensions
E) stimulus generalization

Question 40

________ is our tendency to make the same responses to slightly different stimuli.

A) Stimulus discrimination
B) Stimulus generation
C) Stimulus generalization
D) Classical conditioning
E) Advertising wearout

Question 41

For high-involvement purchases,the ________ is likely to be the most effective marketing strategy,whereas for low-involvement purchases,the ________ is likely to be more effective.

A) massed learning; distributed learning
B) short-term stores; long-term stores
C) central route to persuasion; peripheral route to persuasion
D) product positioning; product differentiation
E) evoked set; brand equity

Question 42

For ________ purchases,consumers are more likely to be narrow categorizers,whereas for ________ purchases,consumers are more likely to be broad categorizers.

A) high involvement; low involvement
B) brand equity; brand loyalty
C) evoked set; shaped
D) positive reinforcement; negative reinforcement
E) massed; distributed

Question 43

________ produce(s)more initial learning,whereas ________ usually persist(s)longer.

A) The central route to persuasion; the peripheral route to persuasion
B) Massed learning; distributed learning
C) Product form extensions; product line extensions
D) Modeling; vicarious learning
E) Recognition; recall

Question 44

________ refers to the purchase of a brand out of habit and convenience without any emotional attachment to the brand.

A) Premium loyalty
B) Covetous loyalty
C) Inertia loyalty
D) No loyalty
E) Conditioned loyalty

Question 45

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

A) Sensory store
B) Rehearsal
C) Short-term store
D) Recall
E) Long-term store

Question 46

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

A) retention
B) decoding
C) encoding
D) retrieval
E) processing

Question 47

________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior.

A) Massed learning
B) Passive learning
C) Modeling
D) Positioning
E) Distributed learning

Question 48

________ occurs through repeated exposures to a TV commercial and produces changes in consumer behavior prior to changes in the consumer's attitude toward the product.

A) Hemispheric lateralization
B) Behavioral learning
C) Distributed learning
D) Observational learning
E) Passive learning

Question 49

________ are more effective at generating recall and familiarity with a product,whereas ________ generate cognitive activity that encourage consumers to evaluate the advantages and disadvantages of a product.

A) Distributed communications; massed communications
B) Interference effects; involvement effects
C) Pictorial cues; verbal cues
D) Narrow categorizers; broad categorizers
E) Copy tests; recognition tests

Question 50

The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place.

A) recall
B) retrieval
C) involvement
D) comprehension
E) encoding

Question 51

The basis of ________,in which two brand names are featured on a single product,is to use another product's brand equity to enhance the primary brand's equity.

A) co-branding
B) vicarious learning
C) family branding
D) licensing
E) distributed learning

Question 52

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,Shimmer's reputation for being endorsed by the hair dressers of Hollywood stars is the brand's ________.

A) conditioned stimulus
B) conditioned response
C) unconditioned stimulus
D) unconditioned response
E) cognitive associative learning

Question 53

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 ________.

A) conditioned stimulus
B) conditioned response
C) unconditioned stimulus
D) unconditioned response
E) cognitive associative learning

Question 54

Cognitive learning theory holds that ________.

A) the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment
B) a person's level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective
C) most individual learning occurs in a controlled environment in which individuals are "rewarded" for choosing an appropriate behavior
D) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer
E) 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

Question 55

Learning based on mental activity is called ________.

A) passive learning
B) massed learning
C) vicarious learning
D) distributed learning
E) cognitive learning

Question 56

Knowledge ________ involves relating new data to old data to make the material more meaningful.

A) retention
B) rehearsal
C) activation
D) shaping
E) encoding

Question 57

Information that is stored ________ in long-term memory is stored according to significant concepts.

A) episodically
B) semantically
C) passively
D) discriminately
E) comprehensively

Question 58

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

A) recall
B) rehearsal
C) retrieval
D) shaping
E) encoding

Question 59

________ refers to the value inherent in a well-known brand name and stems from the consumer's perception of the brand's superiority,the social esteem that using it provides,and the customer's trust and identification with the brand.

A) Licensing
B) Brand equity
C) Family branding
D) Brand loyalty
E) Encoding

Question 60

Reinforcement performed before the desired consumer behavior actually takes place is called ________.

A) positioning
B) licensing
C) preemptive reward
D) shaping
E) passive learning

Question 61

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,Shimmer's new line of conditioners bearing the Shimmer brand is the ________.

A) conditioned stimulus
B) conditioned response
C) unconditioned stimulus
D) unconditioned response
E) cognitive associative learning

Question 62

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 relies on which of the following elements of instrumental conditioning?

A) positive reinforcement
B) product category extension
C) product form extension
D) product line extension
E) negative reinforcement

Question 63

Consumer learning is a process that continually evolves and changes as a result of newly acquired knowledge or from actual experience.

Question 64

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 ________.

A) distributed learning schedule
B) massed learning schedule
C) cognitive learning schedule
D) behavioral learning schedule
E) Pavlovian learning schedule

Question 65

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,the Mr.Greasy Reward Card offers customers positive reinforcement on a ________ schedule.

A) total
B) variable ratio
C) systematic
D) continuous
E) random

Question 66

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,Speedy Taco's practice of selling Speedy Tacos,Speedy Burritos,and Speedy Mexican Pizzas,all under the same Speedy brand name,is known as ________.

A) family branding
B) stimulus generalization
C) product form extension
D) licensing
E) brand loyalty

Question 67

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,Speedy Taco's addition of chicken tacos to its menu constitutes ________.

A) product form extension
B) product category extension
C) product line extension
D) product reputation extension
E) product brand extension

Question 68

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,consumer use of Shimmer conditioner because they believe it will embody the same attributes associated with Shimmer shampoo is the ________.

A) conditioned stimulus
B) conditioned response
C) unconditioned stimulus
D) unconditioned response
E) cognitive associative learning

Question 69

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

Question 70

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 ________.

A) family branding
B) co-branding
C) encoding
D) stimulus generalization
E) licensing

Question 71

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,Fast Oil is hoping to capitalize on Mr.Greasy's ________ to increase sales.

A) evoked set
B) brand equity
C) interference effects
D) encoding
E) massed learning

Question 72

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,by printing a coupon on the back of every bag of tortilla chips,Continental foods is reinforcing consumer purchases on a(n)________ schedule.

A) fixed
B) continuous
C) variable
D) random
E) iterative

Question 73

The effectiveness of repetition is independent of the amount of competitive advertising to which the consumer is exposed.

Question 74

Learning occurs only when responses are overt.

Question 75

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,Continental Foods' launch strategy for its new salsa and tortilla chip lines is an example of ________.

A) vicarious learning
B) shaping
C) passive learning
D) massed learning
E) positioning

Question 76

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,Fast Oil is relying on ________ to draw consumers to its stores based on its color scheme.

A) stimulus generalization
B) family branding
C) product differentiation
D) stimulus discrimination
E) licensing

Question 77

Consumers exposed to substantively varied ads process more information about product attributes and have more positive thoughts about the product than those exposed to cosmetic variation.

Question 78

Increasing the number of repetitions of a message increases the message's retention,without any known satiation point.

Question 79

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

Question 80

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,Shimmer conditioner is considered a ________.

A) product form extension
B) product line extension
C) product category extension
D) product stimulus discrimination
E) Pavlovian product