Buyer Behavior Chapter 4

What is a product line extension?

Adding related products to an established brand

What is cognitive learning?

Assumes that people are actively using information from the world around to master their environment

What is behavioral learning?

Assumes that people won't change unless there is an external stimulus or motivation

How do we learn to be consumers?

Consumer socialization where we acquire skills, knowledge, and attitudes relevant to our relationship with the marketplace

What are the three examples of marketing programs that motivate and reward people to achieve ascending levels of mastery?

Employee performance Social marketing Brand loyalty

Spontaneous recovery:

Established connection may explain consumers' powerful emotional reactions to songs or pictures they have not been exposed to in quite a long time

What level of involvement is associated with classical conditioning?

Low-involvement products

Nostalgia index:

Measures the critical ages during which our preferences are likely to form and endure over time

Evaluative reactions:

Memory is stored as positive or negative reactions

Brand specific:

Memory is stored in terms of claims the brand makes

Product category:

Memory is stored in terms of how the product works or where it should be used

Brand identification:

Memory is stored in terms of the brand name

Ad specific:

Memory is stored in terms of the medium or content of the ad itself

What is licensing?

Renting a well-known brand to a company that makes a different type of product

What are the three memory systems?

Sensory memory Short-term memory Long-term

What does an information-processing approach assume?

The mind is like a computer. Data is input, processed, and output for later use in revised form

Retro brand:

Updated version of a brand from a prior historical period. Popular because of the return to the "good old days"

What is family branding?

Using a company name/ positive corporate image to sell product lines like Campbells, Heinz, GE

------ assume that learning takes place as the result of responses to external events. a) Behavioral learning theories b) Constructive learning theories c) Connectivist learning theories d) Cognitive learning theories

a) Behavioral learning theories

Frequency marketing is a popular technique that rewards regular purchasers with prizes that get better as they spend more. This is an example of which type of learning strategy? a) Instrumental learning b) Cognitive learning c) Retail learning d) Classical learning

a) Instrumental learning

The airline industry pioneered which type of learning strategy when it introduced "frequent flyer" programs in the early 1980s to reward loyal customers? a) Instrumental learning b) cognitive learning c) Location based learning d) Classical learning

a) Instrumental learning

It is important for marketers to determine the most effective reinforcement schedule to use when they reward consumers who respond as they hope to their requests. Which of the following is NOT one of those effective reinforcement schedules? a) Negative-interval reinforcement b) Fixed-ratio reinforcement c) Variable-interval reinforcement d) Variable-ratio reinforcement

a) Negative-interval reinforcement

Which of the following is not one of the memory systems that play a role in retaining and processing information from the outside world? a) Nostalgic memory b) Sensory memory c) Short-term memory d) Long-term memory

a) Nostalgic memory

Recall tends to be more important in situations in which consumers do not have ----. a) Product data b) Brand equity c) Prior purchase history d) Response bias

a) Product data

Instrumental conditioning occurs in one of three ways. Of the following, which is not one of those ways? a) repetitive reinforcement b) positive reinforcement c) negative reinforcement d) punishment

a) Repetitive reinforcement

Which process is often seen as central to branding and packaging decisions that try to capitalize on consumers' positive associations with an existing brand or company name? a) The process of stimulus generalization b) The process of external generalization c) The process of instrumental conditioning d) The process of visualization

a) The process of stimulus generalization

Behavioral learning theory assumes that learning takes place -----. a) As a result of responses to external events b) as a result of hearing or seeing a marketing stimulus too often c) as a result of responses to internal events d) as a result of unintentional acquisition of knowledge

a) as a result of responses to external events

Like gamification, employee performance, and store and brand loyalty are examples of ways to motivate and reward based on -----. a) ascending levels of mastery b) financial incentives c) prestige and status d) spending

a) ascending levels of mastery

The von Restorff Effect explains why unusual or distinctive packaging tends to facilitate ------. a) brand recall b) the highlighting effect c) semantic processing d) decay

a) brand recall

----- occurs when a stimulus that naturally elicits a response (an unconditioned stimulus) is paired with another stimulus that does not initially elicit this response. a) Classical conditioning b) instrumental conditioning c) Incidental learning d) stimulus discrimintation

a) classical conditioning

Many domains of human (and business) activity share the common need to motivate and reward people to achieve ascending level s of mastery. Which of the following does not motivate and reward people for ascending to new levels of mastery? a) Frequency marketing b) Store and brand loyalty c) Social marketing d) Employee performance

a) frequency marketing

Sensory memory, short-term memory (STM), and long-term memory (LTM) each play a role in processing brand-related information. Researchers refer to them as ----. a) Memory systems b) Retention systems c) Recall systems d) Retrieval systems

a) memory systems

------ tends to be more important in situations in which consumers do not have product data at their disposal, so they must rely on memory to generate this information. a) recall b) brand preference c) prior purchase history d) recognition

a) recall

Instrumental learning occurs when a learner receives a ----- after he or she performs the desired behavior? a) reward b) punishment c) negative reinforcement d) free product

a) reward

Companies make branding and packaging decisions that try to capitalize on consumers' positive associations with an existing brand or company. This process is known as ----. a) stimulus generalization b) external generalization c)instrumental conditioning d) visualization

a) stimulus generalization

Observational learning occurs as a result of ---- experience. a) vicarious b) direct c) encoded d) state-dependent

a) vicarious

The ----- is well known to memory researchers. It shows that almost any technique that increases the novelty of a stimulus improves recall. a) von Restorff Effect b) Levels of Processing Effect c) Semantic Processing Theory d) State-dependant retrieval phenomenon

a) von Restorff Effect

Which of the following types of reinforcement is the type used in "secret shopping" situations? a) Negative-interval reinforcement b) Fixed-ratio reinforcement c) Variable-interval reinforcement d) Variable-ratio reinforcement

c) Variable-interval reinforcement