MKTG3553 Ch 3 Practice Quiz

Which of the following statements refers to learning?

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

_____ is a state that results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category.

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.

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.

Classical conditioning

_____ occurs when consumers attempt to derive meaning from information they receive.

Comprehension

_____ represents stored information concerning stimuli one is exposed to but does not pay attention to.

Implicit memory

____ is a type of learning in which a behavioral response can be conditioned through reinforcement.

Instrumental conditioning

Which of the following statements is true of selective distortion?

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

Which of the following statements is true of explicit memory?

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

____ occurs when meaning transfers between two unrelated stimuli that a consumer gets exposed to simultaneously.

Mere association effect

Which of the following statements is true of the mere exposure effect?

Preferences associated with the mere exposure effect are easy to elicit

_____ are stimuli that decrease the likelihood that a behavior will persist.

Punishers

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 _____.

Selective distortion

_____ involves screening out most stimuli and exposing oneself to only a small portion of stimuli.

Selective exposure

A consumer's immediate response to a stimulus is referred to as _____.

Sensation

In the context of intentional learning, which of the following statements is true of the information processing perspective?

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.

Unconditioned stimulus

Subliminal processing is an unintentional type of learning because:

a given stimulus falls below the absolute threshold.

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 _____.

anthropomorphism

According to the behaviorist perspective, consumers:

are exposed to stimuli and directly respond in some way.

Marketers use the term _____ to express the idea that the environment often bombards consumers with too much information in their daily lives.

clutter

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 _____.

explicit memory

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 _____.

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 _____.

extinction

Preattentive effects are a product of _____.

implicit memory

In the _____, the focus is on the cognitive processes associated with comprehension, including those leading to consumer learning.

information processing perspective

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.

intentional learning

The personal relevance a consumer feels toward a particular product is known as _____.

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 _____.

just meaningful difference

The _____ represents the smallest amount of change in a stimulus that would influence consumer consumption and choice.

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 _____.

just noticeable difference

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 _____.

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.

positive reinforcers

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.

product placements

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 _____.

sensing

Marketers practice _____ by actively seeking to engage consumers' ability to see, smell, taste, touch, and hear as the primary aspect of the value proposition.

sensory marketing

The process through which the desired behavior is altered over time, in small increments, is known as _____.

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 __

subliminal persuasion

Marketers inducing customers to purchase brands by projecting pictures of those brands during a movie on television is an example of _____.

subliminal persuasion

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 _____.

the intensity of stimuli

The absolute threshold of perception refers to:

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