Consumer Behavior Ch. 3

Which form of learning assumes that learning takes place as the result of responses to external events?

Behavioral Learning

Which Consumer Behavior Paradigm represents motivation as subconscious learning based upon environmental stimuli?

Behavioral Paradigm

According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject?

By measuring creative insight and recognition, et cetera.

_________ was first demonstrated by experiments performed on dogs by Ivan Pavlov, a Russian psychologist.

Classical Conditioning (Behavioral Paradigm)

What is the order of the response stages for the Low-Involvement Model?

Cognition -> Conition -> Affect

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment?

Cognitive Learning Theory

Classical conditioning takes place when a _________ is continuously matched with a _______.

Conditioned Stimulus, Unconditioned Stimulus

Which of the following two stages of a communication model represent the response of conative?

Conviction and Trial Purchase

Which Consumer Behavior Paradigm represents motivation as subconscious meaning transfer to define social roles?

Cultural Paradigm

According to the information processing-approach to studying the memory process, information enters in a way the system will recognize in the _____ stage.

Encoding Stage

_______ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong.

Episodic

"It's time for the Christmas shopping list" thought Martha's mother, so she asked Martha for a quick list of her favorite perfumes. As a consumer, Martha gives her mother six names that were all her "favorite." This group constitutes Martha's _____ for perfume.

Evoked Set

A woman no longer receives compliments on the perfume that she wears. In learning terms, the stimulus-response connection has weakened. Which of the following processes explains what has occurred to the woman in the example?

Extinction

If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ______.

Extinction

Determining the most effective reinforcement schedule to use with consumers is important to marketers. What type of reinforcement schedule is most likely being used when after a period of time has passed, the first response a consumer makes brings the reward?

Fixed-Interval Reinforcement

The popular marketing technique known as ______ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased.

Frequency

Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal 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 and very serious. Sales went through the roof. What form of stimulus generalization seems to be working for the herbal company?

Halo Effect

The ____ effect 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.

Halo Effect

Which Consumer Behavior Paradigm represents motivation as subconscous & conscious fun/amusement?

Hedonic Paradigm

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.

Incidental Learning

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 through i_________.

Incidental Learning

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, John is able to accomplish great progress over a 30-day period. John was able to teach his dog using which learning process?

Instrumental Conditioning

What mechanism is used when a consumer learns to perform responses that produce positive outcomes?

Instrumental Conditioning (Operant Reinforcement)

Clearly, forgetting is a big problem for marketers with respect to messages and communications sent to consumers. Memories of products are often replaced (forgotten) as we learn additional information. The displacement of information is called _______.

Interference

Which of the following stages are the most useful in explaining consumer purchase behavior?

Knowledge, Liking, Preference, Conviction, Purchase

______ involves a process of acquiring information and storing it over time so that it will be available when needed.

Memory

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. This is an example of a practice known as ________.

Modeling (a type of observant learning).

Which Consumer Behavior Paradigm represents motivation as hidden subconscious desires?

Motivational Paradigm

In instrumental conditioning, what is the distinction between negative reinforcement and punishment?

Negative Reinforcement strengthens a behavior because a negative condition is stopped or avoided as a consequence of the behavior. ex: a rat is shocked until it presses a lever in the cage, the shock stops. when it lets go of the lever, the shock starts again. therefore, the rat learns to hold the lever down in order to avoid being shocked. Punishment, on the other hand, weakens a behavior because a negative condition is introduced or experienced as a consequence of the behavior. Example: a rat is in a cage and when it presses the lever, it is shocked. When it lets go, the shock stops. It learns not to press the lever so it wont get punished.

Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on _____.

Nostalgia

With respect to pictorial versus verbal cues, is one picture worth a thousand words? What does available data tell us?

Not really. It's difficult to measure recall.

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?

Observable Aspects (Behavior, Preference)

___________ learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviors.

Observational Learning

If a woman gets 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?

Positive Reinforcement

In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before.

Recognition

People tend to give "yes" responses to questions, regardless of what they are asked. This is an example of _________.

Response Bias

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 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 biases?

Response Bias

Which positive response from the following variable(s) is (are) responsible for repeat purchase behavior known as brand loyal behavior?

Satisfaction

Melissa knows that when she goes to the dentist she must make an appointment, show up on time, etc. With respect to her visit, Melissa has learned a schema known as a _____.

Script

_______ memory permits temporary storage of information we receive from our senses.

Sensory

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 manger pays a bonus only for an actual sale. The manager is applying what process of instrumental conditioning to help the trainees be productive in their sales careers?

Shaping

Which of the following has occurred when a stimulus is able to evoke a weakened response years after the stimulus was first perceived?

Spontaneous Recovery

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 considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through?

Spreading Activation

Samantha is passing down the cereal aisle when she spots a box of Life cereal featuring "Mikey" on box front. She remembers the taste of the cereal and how much fun she had talking to "Mikey" while she ate her cereal. 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?

State-Dependent Retrieval

A customer who learns that two products are different even though the packages of both products look similar has learned _______.

Stimulus Discrimination

According to the theory of classical conditioning, _______ should be encouraged when marketing an old, established product.

Stimulus Discrimination

Stimulus generalization refers to ___________.

The tendency of stimuli similar to a CS to evoke similar conditioned responses.

Which type of reinforcement best characterizes what an individual experiences while fishing?

Variable-Interval Reinforcement

Which Consumer Behavior Paradigm represents motivation as a conscious search for novelty, or escape from boredom?

Variety Seeking Paradigm

Almost any technique that increases the novelty of a stimulus also improves recall of the stimulus. This result is called the _________.

Von-Restorff Effect