Question 1

Jonas knows the tagline from the local oil change vendor, which is frequently advertised on the radio station he listens to. However, Jonas does not have a car and is not interested in oil changes. His awareness of the tagline was most likely due to ________.

Accepted Answer

A)  intentional learning 
B)  incidental learning 
C)  cognitive learning 
D)  negative reinforcement 
E)  punishment

Question 2

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

Accepted Answer

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

Question 3

$\text{OIL CHANGE MINI CASE:}$ 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.

Accepted Answer

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

Question 4

$\text{FAST FOOD MINI CASE:}$ 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 ________.

Accepted Answer

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

Question 5

There are two different theories on how people learn - the ________ theories and the ________ theories.

Accepted Answer

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

Question 6

Marketing scholars who believe the ________ believe three exposures to an advertisement are needed: one to make consumers aware of the product, a second to show consumers the relevance of the product, and a third to remind them of the product.

Accepted Answer

A)  three-experience rule 
B)  three-introduction principle 
C)  three-hit theory 
D)  three-knock standard 
E)  three-exposure norm

Question 7

$\text{SHAMPOO MINI CASE:}$ 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 easy to manage and style. The company has recently come out with a line of conditioners under the Shimmer brand name in the hope 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 ________.

Accepted Answer

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

Question 8

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

Accepted Answer

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

Question 9

Gloria recently tried a new brand of shampoo that ended up leaving her hair looking matted and greasy. This outcome is an example of negative reinforcement.

Accepted Answer

A) True 
 B)False

Question 10

________ 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.

Accepted Answer

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

Question 11

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

Accepted Answer

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

Question 12

$\text{SHAMPOO MINI CASE:}$ 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 easy to manage and style. The company has recently come out with a line of conditioners under the Shimmer brand name in the hope 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 ________.

Accepted Answer

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

Question 13

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.

Accepted Answer

A) True 
 B)False

Question 14

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 ________.

Accepted Answer

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

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

Under ________, 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.

Accepted Answer

A)  negative reinforcement 
B)  the unconditioned response framework 
C)  advertising awareness 
D)  cognitive associative learning 
E)  stimulus discrimination

Question 18

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 ________.

Accepted Answer

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 19

Francis gets a free sandwich after she purchases nine sandwiches at Subway. This is an example of a ________ reward schedule.

Accepted Answer

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

Question 20

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

Accepted Answer

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

Exam 5: Consumer Learning