MKTG 3533 CH.3 mind tap

Which of the following statements refers to learning? a. A change in behavior resulting from the interaction between a person and a stimulus b. An individual's awareness and interpretation of reality c. The process of bringing some stimulus within proximity of a consumer d. Purposeful allocation of the information-processing capacity in understanding stimulus

a. A change in behavior resulting from the interaction between a person and a stimulus

_____ represents stored information concerning stimuli one is exposed to but does not pay attention to. a. Implicit memory b. Explicit memory c. Intentional learning d. Unintentional learning

a. Implicit memory

In the context of intentional learning, which of the following statements is true of the information processing perspective? a. The study of cognitive processes is given priority in understanding the process of consumer learning. b. The consumer-stimulus interaction is responsible for acquiring information from various sources. c. The focus of study is on reacting and not on information processing. d. The mental process of learning is considered to be a manifestation of behavior.

a. The study of cognitive processes is given priority in understanding the process of consumer learning.

In the context of classical conditioning, _____ is a stimulus with which a behavioral response is already associated. a. Unconditioned stimulus b. Conditioned stimulus c. Neutral stimulus d. Proximal stimulus

a. Unconditioned stimulus

Marketers use the term _____ to express the idea that the environment often bombards consumers with too much information in their daily lives. a. clutter b. contrast c. herding d. flighting

a. clutter

The _____ represents the smallest amount of change in a stimulus that would influence consumer consumption and choice. a. just meaningful difference b. just noticeable difference c. subliminal persuasion effect d. mere association effect

a. just meaningful difference

Rebecca is an independent filmmaker who has a limited budget to finance her current project. She decides to partly finance her venture through sponsorships by conspicuously featuring branded products in the movie. In this scenario, sponsors use Rebecca's movie for _____ to improve brand recall among consumers. a. product placements b. selective distortion c. positive reinforcers d. orientation reflex

a. product placements

Megan decided to buy a cake for her brother's birthday. She had to choose between a chocolate velvet cake that was completely brown in color and a black forest cake decorated with red cherries, dark chocolate shavings, and creamy white swirls. She finally bought the black forest cake as she found it more colorful. In this scenario, Megan has been guided by _____. a. the intensity of stimuli b. movement stimuli c. surprising stimuli d. the size of stimuli

a. the intensity of stimuli

Which of the following statements is true of selective distortion? a. It screens out most stimuli and exposes people to only a small portion of stimuli. b. It can be the result of either a conscious or unconscious effort. c. It involves paying attention to only certain stimuli. d. It can lead consumers to have a neutral reaction without a conscious effort.

b. It can be the result of either a conscious or unconscious effort.

Which of the following statements is true of explicit memory? a. It transfers meaning between objects that are similar only by accidental association. b. It is the stored knowledge obtained from studying and paying close attention. c. It creates preattentive effects, or learning that is developed in the absence of attention. d. It represents stored information concerning stimuli one does not pay attention to.

b. It is the stored knowledge obtained from studying and paying close attention.

_____ involves screening out most stimuli and exposing oneself to only a small portion of stimuli. a. Selective attention b. Selective exposure c. Selective distortion d. Selective distribution

b. Selective exposure

Subliminal processing is an unintentional type of learning because: a. it occurs even when there is no recall of previous stimuli. b. a given stimulus falls below the absolute threshold. c. it involves paying attention to only certain stimuli. d. a stimulus is exposed over an extended period of time.

b. a given stimulus falls below the absolute threshold.

A marketing representative of Keung Inc., manufacturers of floor tiles, is tasked with distributing pamphlets advertising its new range of "unbreakable tiles." Instead of distributing them as regular sheets of paper, he crumples the pamphlets before handing them to people on the street. This creates intrigue, and people curiously unfold the pamphlets. In doing so, the marketing representative has used _____ to draw people's attention. a. intentional learning b. contrasting stimuli c. movement stimuli d. orientation reflex

b. contrasting stimuli

In the _____, the focus is on the cognitive processes associated with comprehension, including those leading to consumer learning. a. mere exposure effect b. information processing perspective c. mere association effect d. behaviorist approach to learning

b. information processing perspective

Margaret, a fitness enthusiast, wanted to buy a new personal cross-trainer, and narrowed down her choice between products from "Sleik Fitness" and "Toiner Fitness." She decided to buy the equipment from Sleik Fitness because of the overall good reviews associated with the brand. Margaret's decision is an example of _____. a. organizing b. perception c. sensation d. excitation

b. perception

In the context of instrumental conditioning, _____ come in many forms in the consumer environment and often take the form of some type of reward. a. preattentive effects b. positive reinforcers c. selective exposures d. subliminal exposures

b. positive reinforcers

A consumer's immediate response to a stimulus is referred to as _____. a. exposure b. sensation c. attention d. perception

b. sensation

The process through which the desired behavior is altered over time, in small increments, is known as _____. a. exposing b. shaping c. punishing d. involving

b. shaping

After watching a movie in a theater, many members of the audience had cravings for Barn Belly Burgers. It was later revealed that the promoters of Barn Belly Burgers had inserted a single frame of the product's advertisement within every twenty-five frames of the movie. In this scenario, the members of the audience are being influenced by _____. a. the mere exposure effect b. subliminal persuasion c. the mere association effect d. selective exposure

b. subliminal persuasion

_____ is a state that results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category. a. Involvement b. Exposure c. Assimilation d. Contrast

c. Assimilation

_____ is a theory of learning that focuses on changes in the way in which one acts due to association without great concern for the cognitive mechanics of the learning process. a. Cognitive approach to learning b. Intentional learning c. Behaviorist approach to learning d. Incidental learning

c. Behaviorist approach to learning

_____ refers to a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction. a. Selective distortion b. Information processing c. Classical conditioning d. Instrumental conditioning

c. Classical conditioning

Which of the following statements is true of the mere exposure effect? a. The mere exposure effect is created in the presence of attention. b. The mere exposure effect has the lowest effect on previously unfamiliar objects. c. Preferences associated with the mere exposure effect are easy to elicit. d. The size of the mere exposure effect is very strong relative to an effect created by a strong cohesive argument.

c. Preferences associated with the mere exposure effect are easy to elicit.

_____ are stimuli that decrease the likelihood that a behavior will persist. a. Product placements b. Orientation reflexes c. Punishers d. Exposures

c. Punishers

Terry, a fitness enthusiast, is gifted a unique mug by his friends. It has a face painted on and the handle on its side is shaped like a muscular arm. Terry loves the mug and refers to it as his little "muscle-man." This personification of the mug is called _____. a. preattentive effects b. sensation c. anthropomorphism d. accommodation

c. anthropomorphism

The management of Lemoneista Bakery wants to increase its sales. It comes up with the idea of providing customers the opportunity to taste its products as free samples. The idea is an example of _____. a. sensation b. perception c. exposure d. disposition

c. exposure

During the holiday season, Fiesta shopping mall launched a promotional scheme that offered customers discounts up to 60% on purchases of over $100. However, when it withdrew the offer after the holiday season, it discovered that sales reduced overnight. This is an example of _____. a. satisficing b. mere exposure effect c. extinction d. classical conditioning

c. extinction

Preattentive effects are a product of _____. a. selective attention b. explicit memory c. implicit memory d. selective exposure

c. implicit memory

Johnson enters a bakery and smells the aroma of a familiar dessert. He soon realizes that it is the smell of cheesecake. This is an example of _____. a. contrasting b. dispensing c. sensing d. reacting

c. sensing

Marketers inducing customers to purchase brands by projecting pictures of those brands during a movie on television is an example of _____. a. selective distortion b. preattentive effects c. subliminal persuasion d. mere effect exposure

c. subliminal persuasion

_____ occurs when consumers attempt to derive meaning from information they receive. a. Orientation reflex b. Exposure c. Involuntary attention d. Comprehension

d. Comprehension

_____ is a type of learning in which a behavioral response can be conditioned through reinforcement. a. Haptic learning b. Observational learning c. Classical conditioning d. Instrumental conditioning

d. Instrumental conditioning

_____ occurs when meaning transfers between two unrelated stimuli that a consumer gets exposed to simultaneously. a. Mere exposure effect b. Subliminal persuasion c. Subliminal processing d. Mere association effect

d. Mere association effect

According to the behaviorist perspective, consumers: a. actively try to learn about a value proposition. b. focus on reacting to stimuli through cognitive processing. c. do not perceive stimuli that are subliminally induced. d. are exposed to stimuli and directly respond in some way.

d. are exposed to stimuli and directly respond in some way.

Mark prepared for a history test by reading and trying to recollect the important points given by his teacher in class. This information is stored in Mark's _____. a. sensory memory b. implicit memory c. procedural memory d. explicit memory

d. explicit memory

The personal relevance a consumer feels toward a particular product is known as _____. a. stimuli b. comprehension c. affiliation d. involvement

d. involvement

Lara Shoes Inc., makers of fashion footwear, launched an advertising campaign promoting a new range of stilettos. While its older range of stilettos was priced at $90 a pair, the new range is being sold at $65. To provide value for consumers, Lara Shoes Inc. has used the strategy of _____. a. just noticeable difference b. mere exposure effect c. deceptive advertising d. just meaningful difference

d. just meaningful difference

Artizé Inc., manufacturer of beauty products, is considering increasing the price of its range of cleansing facial wipes. Apprehensive that the change in price might affect its product sales, the company decides to do so in stages, increasing the price of the product minimally during each stage. In this scenario, Acme Inc. has used the concept of _____. a. subliminal persuasion effect b. unintentional learning c. blue ocean strategy d. just noticeable difference

d. just noticeable difference

Katherine, a financial executive, has been using Revone dietary supplements for quite a while. Jack, her colleague, informs her about a new research study that alleges the product may cause serious side effects. Katherine refuses to believe the research findings. Instead, she attributes the allegation to a conspiracy being carried out by the competitors of Revone. In this scenario, Katherine exhibits _____. a. selective exposure b. selective attention c. selective distribution d. selective distortion

d. selective distortion

Marketers practice _____ by actively seeking to engage consumers' ability to see, smell, taste, touch, and hear as the primary aspect of the value proposition. a. affiliate marketing b. multi-level marketing c. relationship marketing d. sensory marketing

d. sensory marketing

The absolute threshold of perception refers to: a. the behavior change induced or brought about based on subliminally processing a stimulus. b. a process by which consumers interpret information in ways that are biased by their previously held beliefs. c. a design that gives humanlike characteristics to inanimate objects. d. the minimum strength needed for a consumer to perceive a stimulus.

d. the minimum strength needed for a consumer to perceive a stimulus.