Consumer Behavior Test 1

The process of acquiring information and storing it over time is called ________. A) memory B) retrieval C) storage D) encoding

A)

A cognitive framework we develop through experience is called ________. A) scripting B) schema C) beliefs D) meaning

B)

All of the following are strategies based on stimulus generalization EXCEPT: a. family branding. b. backward branding. c. product line extensions. d. licensing.

B)

When Sophie hums a McDonald's jingle, it is an example of ________. A) brain worm B) incidental learning C) behavior D) consumer attention

B)

A relative permanent change of behavior is called ________. A) lifestyles B) personality C) learning D) all of the above

C)

Jill was planning on traveling over spring break, but she didn't want to spend a lot of money on the airfare. Even though it took more time, she went online to get tickets instead of going to a travel agent. What theory of motivation best explains Jill's behavior? A) Drive theory B) Instinct theory C) Expectancy theory D) Theory of cognitive dissonance

Expectancy theory

Which of the following is not a biological explanation of motivation? A) Expectancy theory B) Drive theory C) Homeostasis process D) Instinct

Expectancy theory

Fixed-interval reinforcement explains why airlines' frequent flier programs are so successful.

False

The spacing effect describes the tendency for consumers to recall printed material more effectively when the advertiser repeats the target item in a short time period rather than periodically over a longer time span.

False

In the motivation process, the desired end state is the consumer's ________. A) drive B) need state C) benefit D) goal

Goal

When a woman buys expensive jewelry, which of the following needs is most likely being expressed? A) Hedonic B) Utilitarian C) Rational D) Biogenic

Hedonic

When a need is aroused that the consumer wishes to satisfy, the ________ process has been activated. A) homeostasis B) want C) desire D) motivation

Motivation

A good example of a cult product is an Apple iPhone.

T

A mother observes her daughter stirring batter in a bowl just the way she does when she bakes. The daughter has modeled her mother's behavior.

True

Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.

True

Cognitive learning theory approaches tend to stress the importance of internal mental processes.

True

Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times.

True

Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use.

True

Episodic memories are likely to become part of a person's long-term memory.

True

Sally always buys Coca-Cola out of habit, which is an example of ________. A) routine buying B) low passion C) inertia D) flow state

inertia

_______ performances are where the message itself is a form of entertainment. A) Ad target B) Spectacle C) Encoding D) Decoding

spectacle

Person, object, and situational factors are the three types of influences that determine a person's level of ________. A) enculturation B) involvement C) values D) needs

values

An important factor in operant conditioning is the set of rules by which appropriate reinforcements are given for a behavior. All of the following are among those schedules cited by the text EXCEPT: a. dependent reinforcement. b. fixed-interval reinforcement. c. variable-interval reinforcement. d. variable-ratio reinforcement.

A)

Which of the following was first demonstrated by Ivan Pavlov? A) Classical conditioning B) Instrumental conditioning C) Behavioral conditioning D) Psychological conditioning

A)

Within a knowledge structure, which of the following is the LEAST complex knowledge unit? A) Meaning B) Proposition C) Schema D) Script

A)

________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors. A) Observational B) Reinforced C) Halo effect D) Classical

A)

An individual with a high need for ________ would be most likely to place a premium on products and services that signify success. A) affiliation B) control C) achievement D) uniqueness

Achievement

Motivation that is driven by raw emotions is called ________. A) effect B) hedonic C) utility D) affect

Affect

________ memory permits the temporary storage of information we receive from our senses. A) Elaborative B) Sensory C) Cognitive D) Working

B)

_________________ is in the form of a reward; the response is, therefore, strengthened and appropriate behavior is learned. a. Negative reinforcement b. Positive reinforcement c. Punishment d. Coercion

B)

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master the environment? A) Instrumental conditioning B) Classical conditioning C) Cognitive learning theory D) Operant conditioning

C)

According to Ivan Pavlov's famous "dog experiments" that eventually were the foundation of classical conditioning as a means of learning, a(an) ______________ is illustrated by a stimulus, such as dried meat powder, that caused the dogs to salivate when sprayed into their mouths. a. neural stimulus (NS) b. conditioned stimulus (CS) c. mnemonic stimulus (MS) d. unconditioned stimulus (UCS)

D)

According to the _____________, a message is processed in a bottom-up fashion. In other words, processing begins at a very basic level and is subject to increasingly complex processing operations that require greater cognitive capacity. a. information processing model b. decay processing model c. parallel processing model d. hierarchical processing model

D)

All of the following are ways that instrumental learning may occur EXCEPT: a. positive reinforcement. b. negative reinforcement. c. punishment. d. extinction.

D)

If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________. A) interface B) repetition C) the spacing effect D) extinction

D)

Instrumental conditioning occurs with ________. A) positive reinforcement B) negative reinforcement C) punishment D) all of the above

D)

With respect to the application of instrumental conditioning principles, a popular technique known as ____________ reinforces regular purchases by giving consumers prizes with values that increase along with the amount purchased. a. rebate marketing b. discount marketing c. reward marketing d. frequency marketing

D)

________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus. A) Extinction B) Repetition C) The cueing effect D) The halo effect

D)

What theory of motivation is related to the idea that customers desire a state of balance called homeostasis? A) Instinct theory B) Drive theory C) Expectancy theory D) Need theory

Drive theory

A want is the particular form of consumption used to restore homeostasis.

F

Behavioral theorists rely on internal mental states to explain learning.

False

During a free recall test, subjects are shown ads one at a time and asked if they had seen them before.

False

Encoding is when consumers access desired information from their memory.

False

Instrumental conditioning is also called classical conditioning.

False

Bret Thomas has always dreamed of becoming a jet fighter pilot. After seeing the movie Top Gun, Bret bought pilot's sunglasses and even game himself a "call sign"—Snake. When Bret has such fantasies or emotional responses to his needs, the type of needs that are being addressed are ________. A) hedonic B) utilitarian C) biological D) learned

Hedonic

Which of the following needs from Maslow's hierarchy is addressed by the U.S. Army's advertising slogan "Be all you can be"? A) Safety needs B) Belongingness needs C) Ego needs D) Self-actualization needs

Self-actualization needs

) Maslow's hierarchy of needs implies that the order of needs is fixed.

T

A goal has valence, which means it can be positive or negative.

T

The local Harley-Davidson motorcycle outlet has special events on Saturday mornings that involve vintage bikes exhibitions and free goods. Some people travel more than 100 miles on their Harleys to be there almost every Saturday. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a ________ product. A) fuzzy B) cult C) consumer-generated D) LOHAS

cult

sample

sample

What theory of personality suggests that one person differs from another because of a number of different characteristics such as introversion or extroversion? A) Trait theory B) Collective unconscious theory C) Freudian theory D) Social conflict theory

trait theory

A computer company runs an ad that shows a young male sitting in front of his computer on what appears to be a lonely Saturday night. The copy in the ad implies that if the young man had only purchased the latest software for his computer, he would have been able to have friends over to play the latest in video games. Without the software, however, he is the "lonely guy." This would be an example of which of the following instrumental conditioning options? a. Negative reinforcement. b. Positive reinforcement. c. Punishment. d. Coercion.

A)

A marketer knows that the visual and olfactory senses can be stimulated to induce hunger, thirst, sexual arousal, and other basic drives. When these cues are consistently paired with conditioned stimuli such as brand names, consumers may learn to feel hungry, thirsty, or aroused when later exposed to the brand cues. This is an example of which of the following learning formats? a. Classical conditioning. b. Instrumental conditioning. c. Stimulation conditioning. d. Extinction conditioning.

A)

A sales manager pays a bonus to new trainees when they develop a good sales prospectus. Later, after the trainees have completed two months of training, the manager pays a bonus only for an actual sale. Which of the following is the manager using to improve the productivity of sales trainees? A) Shaping B) Modeling C) Negative reinforcement D) Variable-ratio reinforcement

A)

According to the ______________ perspective, people's experiences are shaped by the feedback they receive as they go through life. Similarly, consumers respond to brand names, scents, jingles, and other marketing stimuli based on the learned connections they have formed over time. a. behavioral learning b. gestalt learning c. cognitive learning d. incidental learning

A)

Another name for operant conditioning is: a. instrumental conditioning. b. neo-classical conditioning. c. stimulus conditioning. d. reward conditioning.

A)

As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considers her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through? a. Spreading activation. b. Advertising decay. c. Polar parallels. d. Scalar processing.

A)

As May-Lee considers her purchase of shoes, she shifts back and forth between thinking about claims made by different brands, remembering what she has seen, and considering her emotional responses to various brands. Which term describes what May-Lee is doing? A) Spreading activation B) Advertising decay C) Chunking D) Scalar processing

A)

Clearly, forgetting is a big problem for marketers with respect to messages and communications sent to consumers. Memories of products can simply fade or decay with time or forgetting can occur because of: a. interference. b. lack of interest. c. salience. d. recall.

A)

Family branding, licensing, and look-alike packaging are all marketing strategies based on ________. A) stimulus generalization B) the spacing effect C) stimulus discrimination D) extinction

A)

In a typical _____________ test, subjects are asked to independently think of what they have seen without being prompted for this information first. a. free recall b. recognition c. retrieval d. recovery

A)

Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as a(n) ________. A) service script B) evoked set C) proposition D) elaborative rehearsal

A)

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success? A) Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company. B) Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning incomplete. C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule. D) Over time, the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom.

A)

The process of ____________ is often central to branding and packaging decisions that attempt to capitalize on consumers' positive associations with an existing brand or company name. a. stimulus generalization b. stimulus discrimination c. stimulus conditioning d. differential discrimination

A)

When a consumer learns a desired behavior over a period of time, it is called ________. A) shaping B) conditioning C) repetition D) extinction

A)

Which theory listed below assumes that learning take place as the result of responses to external events? A) Behavioral learning B) Episodic learning C) Incidental learning D) Gestalt learning

A)

If a consumer were to pursue products and services that seemed to alleviate loneliness, such as playing team sports, going to a bar, and/or shopping in busy malls, the consumer would be expressing a need for ________. A) achievement B) affiliation C) power D) uniqueness

Affiliation

Mary Chen is torn between going home for the holidays to visit her parents in China or going on a skiing trip with friends from college. Mary would love to be able to do both. Which of the following motivational conflicts will Mary most likely experience as she makes her decision? A) An approach-approach conflict B) An approach-avoidance conflict C) An avoidance-avoidance conflict D) An orientation conflict

An approach-approach conflict

Bill has a toothache, and he wants the tooth to stop hurting, but he has always been afraid to go to a dentist. What type of motivational conflict is Bill experiencing? A) A cognitive dissonance conflict B) An approach-approach conflict C) An avoidance-avoidance conflict D) An approach-avoidance conflict

An approach-avoidance conflict

Why are approach-approach conflicts likely to create more cognitive dissonance than approach-avoidance conflicts? A) Approach-avoidance conflicts result when the positive alternative simply overwhelms the negative, thus no cognitive dissonance exists under the condition. B) Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected. C) Approach-avoidance conflicts create inertia, thus past habits are employed without the need to resolve the cognitive inconsistencies. D) Approach-approach conflicts are very confusing to resolve intellectually, but approach-avoidance conflicts are typically simply resolved through behavioral aspects of reinforcement

Approach-approach conflicts result when both alternatives are positive. The selection of one requires the rejection of another, which creates a need for a cognitive explanation of why one positive choice was not selected.

What type of conflict exists when we desire a goal but wish to avoid it at the same time? A) Approach-avoidance conflict B) Approach-approach conflict C) Avoidance-avoidance conflict D) Direction-valence conflict

Approach-avoidance conflict

) In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before. A) recall B) recognition C) chunking D) salience

B)

A private label shampoo company packages its product in a similar container and package (but charges 25% less for its product) to Johnson & Johnson's Baby Shampoo. If the consumer assumes the two products are similar and buys the cheaper of the two, then a "piggybacking" strategy has been employed. Which of the following terms accurately describes the learning principle that the company used to formulate their strategy? a. Stimulus discrimination b. Stimulus generalization c. Stimulus conditioning d. Differential discrimination

B)

A woman no longer receives compliments on the perfume she wears. In learning terms, the stimulus-response connection has weakened. Which of the following terms best describes the situation? A) Negative reinforcement B) Extinction C) Discrimination D) Generalization

B)

According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject? A) By removing the conditioned stimulus B) By measuring a behavioral change that could directly be tied to a previous experience C) By measuring the brainwave pattern of the subject D) By relying upon intuitive feel for the amount of leaning the subject had experienced

B)

Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning? A) Energy and work B) Stimulus and response C) Thought and memory D) Sensation and perception

B)

Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal supplement market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf. They were rectangular with white labels that looked very professional. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company? A) Masked branding B) Halo effect C) Continual reinforcement D) Shaping

B)

If a marketer assumes a consumer's mind is much like a computer with respect to memory functions, then the marketer will probably employ a(an) ______________ to study memory. a. means-end chain b. information processing approach c. experiential approach d. experimental approach

B)

If a woman receives compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation? A) Neutral reinforcement B) Positive reinforcement C) Negative reinforcement D) Symbolic reinforcement

B)

John wants to teach his dog to do tricks such as "Sit up," "Roll over," and "Fetch a stick." By systematically rewarding his dog for responding in the correct way, he is able to accomplish great progress over a 30-day period. John was able to teach his dog using which of the following learning processes? a. Classical conditioning. b. Instrumental conditioning. c. Stimulation conditioning. d. Extinction conditioning

B)

Licensing occurs when a company ________. A) uses family branding B) "rents" a well-known name C) extends a product line D) uses look-alike packaging

B)

Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________. A) the highlighting effect B) interference C) decay D) generalization

B)

When American Express Traveler's Checks uses an ad campaign that says, "Ask for them by name......," American Express is encouraging: a. stimulus generalization b. stimulus discrimination c. stimulus conditioning d. differential generalization

B)

Which term refers to the bittersweet emotions that arise when a consumer views the past with happiness and sadness? A) Chunking B) Nostalgia C) Spontaneous recovery D) A schema

B)

Which theory stresses the importance of internal mental processes? A) Stimulus-response theory B) Cognitive learning theory C) Fixed-interval reinforcement theory D) Variable interval reinforcement theory

B)

Which type of reinforcement best characterizes what an individual would typically experience while fishing? A) Fixed-interval reinforcement B) Variable-interval reinforcement C) Fixed-ratio reinforcement D) Mixed-ratio reinforcement

B)

________ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong. A) Sensory B) Episodic C) Primary D) Elaborative

B)

_________________ occurs when a stimulus similar to a Conditioned Stimulus (CS) is not followed by an Unconditioned Stimulus (UCS). a. Stimulus generalization b. Stimulus discrimination c. Stimulus conditioning d. Differential discrimination

B)

According to the information process-approach to studying the memory process, in the ________ stage, information enters in a way the system will recognize it. A) storage B) retrieval C) encoding D) decoding

C)

According to the model that describes the components of observational learning, the first step in the observational learning process is: a. retention. b. production processes. c. attention. d. motivation.

C)

Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________. A) conditioned stimulus; conditioned response B) unconditioned response; conditioned stimulus C) conditioned stimulus; unconditioned stimulus D) unconditioned stimulus; unconditioned response

C)

Erika, an analyst for a marketing research firm, has been tasked with observing and probing patient behaviors at a small Midwestern clinic. In her study, Erika noticed that many patients tended to underestimate the time since their last doctor visit. What type of memory lapse did Erika most likely observe? A) Omitting B) Averaging C) Telescoping D) Normalizing

C)

In instrumental conditioning, what is the distinction between negative reinforcement and punishment? A) There is no difference. They are two words for the same concept. B) Negative reinforcement can occur when a stimulus is positive, and punishment only occurs when a stimulus is painful. C) Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome. D) Negative reinforcement creates a preference for negative results, while punishment teaches people to avoid negative results.

C)

In order for observational learning in the form of modeling to occur, all of the following conditions must be met EXCEPT: a. the consumer's attention must be directed (for whatever reason) to the appropriate model. b. the consumer must remember what is said or done by the model. c. the consumer must be able to better (enhance) what the model has done. d. the consumer must be motivated to perform actions.

C)

Instrumental conditioning is also called ________. A) learning B) classical conditioning C) operant conditioning D) shaping

C)

Many marketers use "the good old days" as a common theme in messages. This is a strategy of focusing on ___________________. a. retro-interference. b. "return to the womb" syndrome. c. nostalgia. d. memory spikes.

C)

Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning. A) stage one B) subliminal C) incidental D) evoked

C)

On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane used ________. A) shaping B) stimulus discrimination C) modeling D) stimulus generalization

C)

Repeated exposures increase the strength of stimulus-response associations and: a. are an irritant to the subconscious. b. produce illness in some consumers. c. prevent the decay of these associations in memory. d. are usually best delivered by spokespersons.

C)

Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff; in fact, I don't even have a cat." Sam knows this jingle is ________. A) stimulus generalization B) reinforcement modeling C) incidental learning D) operant conditioning

C)

Stimulus generalization refers to ________. A) the tendency for stimuli to be similar in nature B) the fact that most conditioned stimuli are similar to unconditioned stimuli C) the tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses D) the tendency for extinction to occur when an unconditioned stimulus does not follow a stimulus similar to a conditioned stimulus

C)

Susan Saurage picks and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purposes. As she is examining potential focus group candidates, she notices that three men and two women seem to provide "yes" answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be "good subjects." If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following biases? a. Gender bias. b. Order bias. c. Response bias. d. Affinity bonding bias

C)

Susan selects and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purpose. As she is examining potential focus group candidates, she notices that three men and two women seem to provide "yes" answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be "good subjects." If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following? A) Stimulus generalization B) Order bias C) Response D) Spontaneous recovery

C)

When a consumer has a powerful emotional reaction to a song or photos, this is called ________. A) measured recall B) memory recall C) spontaneous recall D) all of the above

C)

William has decided to buy a new television set. Prior to the purchase of any new product, William thinks about the last time he bought a TV, the process he went through, the store he purchased it from, and how satisfied he has been with his old set. When William does this, he is using his ______________ to review events. a. short-term memory b. sensory memory c. long-term memory d. working memory

C)

"It's time for the Christmas shopping list," thought Martha's mother, so she asked Martha for a quick list of her favorite perfumes. Martha gave her mother six names that were all her "favorite." This group constitutes Martha's ________ for perfume. A) position set B) activation set C) rational set D) evoked set

D)

A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for providing excellent customer service. Which reinforcement schedule has been used in this situation? A) Fixed-ratio reinforcement B) Fixed-interval reinforcement C) Variable-frequency reinforcement D) Variable-interval reinforcement

D)

A stage in the cognitive development process is ________. A) cued B) limited C) strategic D) all of the above

D)

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally-friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation? A) Promotional consideration B) Emotional learning C) Classical conditioning D) Instrumental conditioning

D)

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around the room and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is more closely associated with which of the following learning methods? A) Incidental learning B) Gestalt learning C) Cognitive learning D) Behavioral learning

D)

If a brand has strong positive associations in a consumer's memory and commands a lot of loyalty as a result, the brand can be said to have: a. brand exposure. b. brand energy. c. brand development. d. brand equity.

D)

Psychologist B.F. Skinner is most associated with which of the following form of conditioning? a. Classical conditioning. b. Extinction conditioning. c. Stimulation conditioning. d. Instrumental conditioning.

D)

Recently, Miller Brewing Co. wanted to try a new approach to reach consumers who had previously been uninterested in Miller products. It created a dummy company called Plank Road Brewery when it launched its Icehouse and Red Dog beers. Consumers who purchased these products never knew that they were really part of Miller's product line. This strategy is called: a. dual branding. b. covert branding. c. deceptive branding. d. masked branding.

D)

Samantha is passing down the cereal aisle when she spots a box of Frosted Flakes cereal featuring Tony the Tiger on the box front. She remembers the taste of the cereal and how much fun she had talking to Tony while she ate her cereal as a kid. She buys a box and leaves the cereal aisle without examining any other cereal products. What aspect of the retrieval process did Samantha use in her product search process? A) Salience B) The von Restorff effect C) The spacing effect D) State-dependent retrieval

D)

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases, with value. A) rebate B) discount C) social marketing D) frequency

D)

When a professor reviews a certain topic many times, he is practicing ________. A) psychological conditioning B) stimulus-response conditioning C) subliminal conditioning D) repetition conditioning

D)

_________________ occurs as the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes. a. Classical conditioning b. Extinction conditioning c. Stimulation conditioning d. Instrumental conditioning

D)

Seth Hernandez is sitting in a class that precedes lunch. His stomach begins to rumble and grumble. Instead of thinking about the day's lecture, Seth begins to think about lunch and his choice of places to eat. He even begins to narrow down the selection of foods that he might want for lunch. Seth is focusing on biological needs that are at present unfulfilled and have produced what might be thought of as an unpleasant state of arousal. Which of the following theories best describes Seth's experience? A) Fact-and-find theory B) Drive theory C) Emotional theory D) Theory of cognitive dissonance

Drive theory

________ suggests that expectations of achieving desirable outcomes—positive incentives—rather than being pushed from within motivate our behavior. A) The theory of cognitive dissonance B) Gestalt theory C) Expectancy theory D) Homeostasis

Expectancy theory

A consumer who decides that she needs a pair of jeans to reach her goal of being admired by others can usually only choose one motivational direction-selecting the most expensive brand available.

F

Alicia loves chocolate. She maintains that it actually makes her feel better, especially when she is depressed or having a difficult time. Alicia's motivation to eat chocolate would be best explained with an expectancy theory.

F

Drive theory focuses on psychological needs that produce unpleasant states of arousal (e.g., your feelings are hurt when someone is critical of your appearance).

F

Izzy Jones just bought a classic "muscle car" and can hardly wait to cruise the streets and blow away anyone who thinks they have a faster car. Izzy is exhibiting the need for uniqueness with his behavior and purchase of the car.

F

Motivation explains the strength of behavior, but not its direction.

F

Rico has decided to change his lifestyle and is loading up on green vegetables in the serving line (rather than fries). He knows that the nutritional value of the fresh green vegetables will be great for his health. Rico is satisfying hedonic needs with his actions.

F

Understanding consumer involvement has proven to be quite straightforward because it has been shown that it means the same thing to almost all customers and researchers.

F

John Deere established a reputation for building dependable farm tractors. When the company began to build small yard tractors, it insisted on using the same logo on its small mowers as on its large tractors. John Deere was applying stimulus generalization through look-alike packaging.

False

The observational learning process begins with a person being motivated to perform an action.

False

The salience of a brand refers to its degree of pricing flexibility.

False

When Shira was a young girl, her teacher gave her a sticker every time she earned above 90% on a test. Shira's teacher was using classical conditioning.

False

Lindsay believed that customers would come to view her new resort hotel with high personal involvement because it was a quality property with an excellent view. Instead, she found that many of her customers came to the hotel only when she offered special price discounts. What aspect of consumer involvement has Lindsay ignored? A) Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors. B) Lindsay forgot that most consumers are apathetic about travel, irrespective of the quality of facilities at their travel destinations. C) Lindsay forgot that consumer involvement is primarily a function of price; other factors such as quality are relatively unimportant. D) Lindsay forgot that consumer involvement develops only over long periods of time, and most tourists simply don't have the time to become involved customers.

Lindsay forgot that consumer involvement includes personal factors and situational factors as well as object factors.

What is the most important thing a marketing practitioner can learn from Maslow's theory? A) Safety needs are more important than social needs. B) Maslow's hierarchy scheme of needs has been found to be universal and applies equally in all cultures. C) Maslow's theory is theoretical and has been very difficult to actually apply in practice. D) Most people must first have their basic needs met before they will be motivated by higher needs.

Most people must first have their basic needs met before they will be motivated by higher needs.

________ refer(s) to the processes that lead people to behave as they do. A) Goals B) Cues C) Motivation D) Directing

Motivation

The degree to which a person is willing to expend energy to reach a specific need is called ________. A) motivation direction B) motivation path C) motivation scheme D) motivation strength

Motivation direction

Which of the following scholars is given credit for developing the ideas that serve as the basis for a number of personality tests, including the Thematic Appreciation Test? A) McClelland B) Murray C) Maslow D) Herzberg

Murray

Who identified a set of 20 psychogenic needs? A) McClelland B) Murray C) Maslow D) Zaichkowsky

Murray

Wants are a combination of ________. A) personal factors B) cultural factors C) A and B D) none of the above

Personal and cultural

Acculturation is the process of learning a culture other than your own.

T

Cachet perfume focuses on appealing to a consumer's need for uniqueness if it uses an advertisement that claims that the perfume is "as individual as you are."

T

Due to improved access to media, the value of cosmopolitanism is not as closely linked to the wealthy as it once was.

T

Felicia knows that drinking water is much better for her skin than drinking soda. Even though the soda is tempting, her health needs speak louder and she chooses water. This example is a good illustration of a person choosing to meet utilitarian needs.

T

Involvement can be seen as the motivation to process information.

T

Joan picked up a book in a bookstore and began to read the introduction. She was enchanted by what she read. An hour later, she was surprised to find that she had read almost half the book. Joan had just experienced a form of involvement called a flow state.

T

Melissa's mother has become a socialization agent for the family since she is primarily responsible for teaching everyone how to act and respond on their three-month European vacation

T

Most current explanations of motivation focus on cognitive factors rather than biological ones to understand what drives behavior.

T

Susan most likely will have an approach-avoidance conflict when she considers buying a new fur coat with her Christmas bonus.

T

The degree to which a person is willing to expend energy to reach one goal as opposed to another reflects his or her underlying motivation to attain that goal.

T

The laddering technique is useful in determining how different products/values link across cultures.

T

The means-end chain model assumes that people link very specific product attributes (indirectly) to terminal values.

T

The theory of cognitive dissonance is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another.

T

When Sean Jean cologne encourages department store sales people to give any potential customer a vial of its product, the company is attempting to boost consumer involvement by appealing to consumers' hedonic needs.

T

A religious person who has taken a vow of celibacy would not necessarily agree that physiological needs must be satisfied before self-actualization needs are addressed. What does this example say about Maslow's hierarchy of needs? A) The theory is wrong. B) The theory is accurate for higher needs, but doesn't seem to account well for more basic needs. C) The hierarchy is often culture-bound. D) Psychogenic needs overwhelm biogenic needs.

The hierarchy is often culture-bound.

Jake feels a hunger growing in his stomach. The more he feels the hunger, the more he wishes lunchtime would hurry and arrive. He is already planning what he will eat and how good it will taste. Which of the following processes most accurately identifies what Jake is feeling? A) The goal process B) The directionality process C) The motivation process D) The involvement process

The motivation process

Modeling is the process of imitating the behavior of others.

True

Punishment is one way that instrumental conditioning occurs.

True

Response bias is when a person gives a "yes" response to a question regardless of what the item asks.

True

Retrieval is the process whereby we recover information from long-term memory.

True

Secret shoppers are used by marketers to test the effectiveness of the customer service skills quality among employees. This is a form of variable-interval reinforcement.

True

Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is an illustration of a stimulus-response connection.

True

Spreading activation allows consumers to shift back and forth among levels of meanings.

True

The success of hybrid ads supports the idea that the viewing content of a marketing message affects recall.

True

When Campbell's markets many products under the same brand name it is called family branding.

True

When Pavlov's famous dog responded to a bell signaling feeding time, Pavlov demonstrated classical conditioning.

True

In its advertising, an automobile company emphasizes the fuel economy, safety rating, and resale value of its car. The company is trying to appeal to which of the following consumer needs? A) Sentiment needs B) Biogenic needs C) Hedonic needs D) Utilitarian needs

Utilitarian needs

Goals can be considered positive or negative. This is an expression of a goal's ________. A) direction B) valence C) strength D) dissonance

Valence

Motivational conflicts can occur in a variety of ways. If a person must choose between two desirable alternatives, this form of conflict is called ________. A) approach-approach conflict B) approach-avoidance conflict C) approach-desire conflict D) avoidance-avoidance conflict

approach-approach conflict

Tanya would really love to have a full-length mink coat; however, animal rights (and animal rights activists) have caused her to reconsider making such a purchase. This situation illustrates a(n) ________. A) approach-approach conflict B) approach-avoidance conflict C) approach-desire conflict D) avoidance-avoidance conflict

approach-avoidance conflict

Freelancers and fans film their own commercials for their favorite products and post them on Web sites. This is referred to as ________. A) mass customization marketing B) consumer-generated content C) performance marketing D) mobile marketing

consumer-generated content

Products that command fierce loyalty, devotion and even worship by consumers are called ________. A) routine products B) cult products C) staple products D) specialty products

cult products

Consumption at the extreme low end of the involvement continuum is characterized by ________, when decisions are made out of habit. A) inertia B) flow C) formation D) actualization

inertia

Whether a consumer's need is utilitarian or hedonic, the ________ it creates determines the urgency the consumer feels to reduce it. A) magnitude of the tension B) direction of the tension C) expectancy D) reinforcement

magnitude of the tension

When M&M's put consumers' names and faces on their candy, this is an example of ________. A) mass marketing B) mass consumer needs C) mass customization D) mass distribution

mass customization

According to information presented in the chapter, the implication of Maslow's hierarchy of needs is that ________. A) one must first satisfy basic needs before moving to higher order needs B) the need for power is one of the most fundamental needs C) advertisers who appeal to the need for achievement before other needs are more successful D) most needs are about equal for the average person

one must first satisfy basic needs before moving to higher order needs

According to Maslow's hierarchy of needs, the lowest order (e.g., most basic) of needs is ________. A) safety B) physiological C) belongingness D) esteem

physiological

Joe was told by his mother that he needed to get a gift for his aunt's birthday. He had only met his aunt once before and hardly knew her. Joe was walking through a mall and saw a candy specialty store. He entered and looked at the selection without much interest. He was about to select a box of chocolates for his aunt simply because it was cheap when he remembered that his new girlfriend Julie loved chocolate. Joe really liked Julie. He began to inspect each box of chocolates carefully, trying to find evidence of quality. Which type of involvement explains Joe's change of behavior? A) Product involvement B) Price involvement C) Purchase situation involvement D) Message involvement

purchase situation involvement

In a speech at a research conference, a computer expert stated that shopping centers would become obsolete in the future. He believed that because everything could be bought online and delivered directly to the home of a customer, there would be no need for physical shopping areas in the future. A psychologist disagreed and stated that this concept of the future violated a basic human need. What need did the computer expert ignore, according to the psychologist? A) The need for power B) The need for uniqueness C) The need for affiliation D) The need for safety

the need for affilitation

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. A) Expectancy theory B) The theory of cognitive dissonance C) Value theory D) Choice theory

the theory of cognitive dissonance

________ is based on the premise that people have a need for order and consistency in their lives and that a state of tension is created when beliefs or behaviors conflict with one another. A) Expectancy theory B) Value theory C) The theory of cognitive dissonance D) Choice theory

the theory of cognitive dissonance