Chapter 5: Consumer Learning
9) ________ increase(s) the likelihood that a specific response will occur in the future as the result of particular cues or stimuli.
E) Reinforcement
49) Learning based on mental activity is called ________.
E) cognitive learning
41) Gino's Italian Bistro offers all patrons a free after-dinner drink. This is an example of a ________ reward schedule.
E) continuous
53) The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place.
E) encoding
39) In cases of ________, behavior is unlearned due to a lack of reinforcement.
E) extinction
55) When consumers receive too much information and then find it difficult to encode and store it, ________ occurs.
E) information overload
38) If Sarah has a cold and takes Advil, and her cold goes away, increasing the likelihood she will take Advil if she has another cold, the removal of the unpleasant stimulus (the cold) is an example of ________.
E) negative reinforcement
78) In the OIL CHANGE MINI CASE, Mr. Greasy's advertising relies on which of the following elements of instrumental conditioning?
E) negative reinforcement
20) At some point, an individual can become satiated with numerous exposures to the same message, and both attention and retention will decline. This effect is known as ________.
A) advertising wearout
50) Cognitive learning theory suggests that ________.
A) the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment
68) ________ refers to the purchase of a brand out of habit and convenience without
C) Inertia loyalty
58) Which representation of cognitive learning includes awareness, interest and evaluation, trial and adoption?
A) Innovation Adoption
21) HSBC positions itself as "the world's local bank." A recent advertising campaign consisted of about 20 ads centered on the theme that "different values make the world a richer place." HSBC use of different cosmetic variations in their ads while repeating the same advertising theme is an attempt to avoid ________.
A) advertising wearout
76) In the SHAMPOO MINI CASE, Shimmer's new line of conditioners bearing the Shimmer brand is the ________.
A) conditioned stimulus
3) Uncovering ________ is the primary objective of marketers as they seek to teach consumers how they can fill their needs by buying certain products and brands.
A) consumer motives
70) In the FAST FOOD MINI CASE, Speedy Taco's practice of selling Speedy Tacos, Speedy Burritos, and Speedy Mexican Pizzas, all under the same Speedy brand name, is known as ________.
A) family branding
59) For ________ purchases, consumers are more likely to be narrow categorizers, whereas for ________ purchases, consumers are more likely to be broad categorizers.
A) high involvement; low involvement
35) When Listerine, who makes mouthwash in the form of a liquid, introduced Listerine PocketPacks, a solid form of the product, it was an example of a ________.
A) product form extension
80) In the OIL CHANGE MINI CASE, Fast Oil is relying on ________ to draw consumers to its stores based on its color scheme.
A) stimulus generalization
16) In a consumer behavior context, a(n) ________ might consist of a well known brand symbol that implies quality, whereas a(n) ________ might consist of new products bearing the well-known symbol.
A) unconditioned stimulus; conditioned stimulus
100) Rehearsal is the process by which we select a word or visual image to represent a perceived object.
Answer: FALSE
106) Inertia brand loyalty includes no consistent purchase of a given brand, in spite of strong attachment to it.
Answer: FALSE
81) Most human needs are fully and permanently satisfied.
Answer: FALSE
83) The role of experience in learning indicates that all learning is deliberately sought.
Answer: FALSE
84) Cues serve to direct consumer drives regardless of whether these cues are consistent with consumer expectations.
Answer: FALSE
85) Learning occurs only when responses are overt.
Answer: FALSE
86) Increasing the number of repetitions of a message increases the message's retention, without any known satiation point.
Answer: FALSE
89) Gloria recently tried a new brand of shampoo that ended up leaving her hair looking matted and greasy. This outcome is an example of negative reinforcement.
Answer: FALSE
90) Extinction and forgetting are the same thing.
Answer: FALSE
94) Reinforcement performed before the desired consumer behavior actually takes place is called modeling.
Answer: FALSE
95) When a marketer's goal is long-term repeat buying on a regular basis, a massed learning schedule is preferable.
Answer: FALSE
99) Once information is perceived, it is first stored in the short-term store, then the long-term store, then the sensory store.
Answer: FALSE
101) When consumers are presented with information overload, they may encounter difficulty in encoding and storing it all.
Answer: TRUE
102) High-involvement purchases are important to the consumer in terms of perceived risk, so they provoke extensive problem solving and information search.
Answer: TRUE
103) Low-involvement purchases are not very important, hold little relevance, have little perceived risk, and provoke limited information processing.
Answer: TRUE
104) In high involvement situations, consumers who find fewer brands acceptable are narrow categorizers.
Answer: TRUE
105) The purpose of recognition and recall tests is to determine whether consumers remember seeing an ad and the extent to which they have read it and can recall its content.
Answer: TRUE
82) Consumer learning is a process that continually evolves and changes as a result of newly acquired knowledge or from actual experience.
Answer: TRUE
87) Consumers exposed to substantively varied ads process more information about product attributes and have more positive thoughts about the product than those exposed to cosmetic variation.
Answer: TRUE
88) Instrumental learning theorists believe that learning occurs through a trial-and-error process, with habits formed as a result of rewards received for certain responses or behaviors.
Answer: TRUE
91) Companies that create personal connections with customers, and also offer diverse product lines and competitive prices, are the ones providing the best reinforcement, resulting in satisfaction and repeat patronage.
Answer: TRUE
92) The promise of possibly receiving a reward provides positive reinforcement and encourages consumer patronage.
Answer: TRUE
93) Lotteries, sweepstakes, door prizes, and contests that require certain consumer behaviors for eligibility are examples of variable ratio reward schedules.
Answer: TRUE
96) A distributed ad campaign, with ads repeated on a regular basis, results in more long-term learning and is relatively immune to extinction.
Answer: TRUE
97) Greater familiarity with the product category increases cognitive ability and learning during a new purchase decision, particularly with regard to technical information.
Answer: TRUE
98) Although it is relatively easy to get information into the consumer's sensory store, it is difficult to make a lasting impression.
Answer: TRUE
12) ________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.
B) Behavioral learning
60) ________ suggests that the human brain is divided into two distinct cerebral hemispheres that operate together but specialize in the processing of different types of cognitions.
B) Hemispheric lateralization
45) ________ produce(s) more initial learning, whereas ________ usually persist(s) longer.
B) Massed learning; distributed learning
6) ________ serve to stimulate learning, and ________ are the stimuli that direct them.
B) Motives; cues
63) ________ are considered high-involvement, so they are processed by the brain's ________ side.
B) Print advertisements; left
32) ________ strategies are designed to distinguish a product or brand from that of competitors on the basis of an attribute that is relevant, meaningful, and valuable to consumers.
B) Product differentiation
54) ________, or the silent, mental repetition of information, must take place for information to have a chance to be transferred to the long-term store.
B) Rehearsal
30) ________ results in the selection of a specific stimulus from among similar stimuli.
B) Stimulus discrimination
13) Classical conditioning and instrumental conditioning theory are examples of
B) behavioral learning theories
15) If you usually listen to the 6 o'clock news while waiting for dinner to be served, you would tend to associate the news with dinner, and eventually the sound of the 6 o'clock news alone might cause your mouth to water even if dinner was not being prepared. This is known as ________.
B) classical conditioning
14) According to Pavlov's theory, ________.
B) conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone
77) In the SHAMPOO MINI CASE, consumer use of Shimmer conditioner because they believe it will embody the same attributes associated with Shimmer shampoo is the ________.
B) conditioned response
73) In the FAST FOOD MINI CASE, by printing a coupon on the back of every bag of tortilla chips, Continental foods is reinforcing consumer purchases on a(n) ________ schedule.
B) continuous
7) In the marketplace, price, styling, packaging, advertising, and store displays all serve as ________ to help consumers fulfill their needs in product-specific ways.
B) cues
28) Campbell's Soup Company continues to add new food products to its product line under the Campbell's brand name. This is known as ________.
B) family branding
33) The product imitator hopes that the consumer will ________, whereas the market leader wants the consumer to ________ among similar stimuli.
B) generalize; discriminate
2) Jonas knows the tagline from the local oil change vendor, which is frequently advertised on the radio station he listens to. However, Jonas does not have a car and is not interested in oil changes. His awareness of the tagline was most likely due to ________.
B) incidental learning
31) When Breyers sells Oreo Cookies and Cream ice cream, Breyers purchases ground Oreo cookies for inclusion in the ice cream and prominently displays the Oreo name on its packaging. This is an example of ________.
B) licensing
46) If Mark wants an immediate impact as he introduces his product, he should use ________; if he wants long-term, regular buying behavior, he should use ________.
B) massed learning; distributed learning
52) The amount of information available for delivery from short-term storage to long-term storage depends on the amount of ________ it is given.
B) rehearsal
72) In the FAST FOOD MINI CASE, Continental Foods' launch strategy for its new salsa and tortilla chip lines is an example of ________.
B) shaping
23) Chelsea confuses a private-label brand's packaging with that of a national brand leader. This is an example of ________.
B) stimulus generalization
34) It is difficult to overthrow a brand leader once stimulus discrimination has occurred because the leader has had a longer period to teach consumers to associate the brand name with the product. In general, the longer the period of learning, ________.
B) the more likely the consumer is to discriminate
18) Under ________, the consumer can be viewed as an information seeker who uses logical and perceptual relations among events, along with his or her own preconceptions, to form a sophisticated representation of the world.
B) the unconditioned response framework
42) Big Y Supermarkets sometimes issued poker chips of different values when consumers checked out at their supermarkets. The consumers did not get one each time they checked out, and they did not know what the reward was going to be if they got one. This is an example of a ________ reward schedule.
B) variable ratio
47) ________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior.
C) Observational learning
19) ________ increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting.
C) Repetition
51) ________ is the stage of real memory in which information is processed and held for just a brief period.
C) Short-term store
24) ________ is our tendency to make the same responses to slightly different stimuli.
C) Stimulus generalization
11) There are two different theories on how people learn — the ________ theories and the ________ theories.
C) behavioral; cognitive
64) The right brain's passive processing of information, wherein a product is paired with a visual image repeatedly to produce a desired response, is consistent with ________.
C) classical conditioning
40) Forgetting is often related to the passage of time, and is known as the process of ________.
C) decay
48) When a child learns about social and consumer behavior by observing his/her parents and/or older siblings, it is an example of ________.
C) observational learning
61) When consumers watch advertising on TV, they ________ process and store ________ information without active involvement.
C) passively; right-brain
37) From a marketer's perspective, ________ involves obtaining the desired result from using a particular product or service.
C) positive reinforcement
69) In the FAST FOOD MINI CASE, Speedy Taco's addition of chicken tacos to its menu constitutes ________.
C) product line extension
27) In ________, the marketer adds related products to an already established brand.
C) product line extensions
66) In ________ tests, the consumer is asked whether he or she has read a specific magazine or watched a specific television show, and, if so, if he or she can remember any ads or commercials seen, the product and brand advertised, and any notable points about the offerings promoted.
C) recall
8) How individuals react to a drive or cue constitutes their ________.
C) response
26) Manufacturers of private-label brands try to make their packaging closely resemble the national brand leaders. They are hoping that consumers will engage in ________ and attribute the qualities of the leading national brand to the private-label brand by virtue of their similar packaging appearance.
C) stimulus generalization
79) In the OIL CHANGE MINI CASE, the Mr. Greasy Reward Card offers customers positive reinforcement on a ________ schedule.
C) systematic
22) Marketing scholars who believe the ________ believe three exposures to an advertisement are needed: one to make consumers aware of the product, a second to show consumers the relevance of the product, and a third to remind them of the product.
C) three-hit theory
74) In the SHAMPOO MINI CASE, Shimmer's reputation for being endorsed by the hair dressers of Hollywood stars is the brand's ________.
C) unconditioned stimulus
62) ________ suggests repeated exposure to TV commercials, or low involvement information processing, induces purchase decisions before the formation of consumer attitudes toward products.
D) Passive learning
1) From a marketing perspective, the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior, which evolves and changes as consumers acquire knowledge from experience, observation, and interactions with others to impact future behavior, is known as ________.
D) consumer learning
43) Francis gets a free sandwich after she purchases nine sandwiches at Subway. This is an example of a ________ reward schedule.
D) fixed ratio
4) Learning acquired by accident or without much effort is known as ________ learning.
D) incidental
36) According to B.F. Skinner, ________.
D) most individual learning occurs in a controlled environment in which individuals are "rewarded" for choosing an appropriate behavior
5) Unfilled needs lead to ________, which spurs learning.
D) motivation
67) What are the three criteria used in the Starch Readership Ad Study?
D) noticing the ad, associating the ad with the brand advertised, and involvement with the ad
65) In ________ tests, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points.
D) recognition
56) The process by which we recover information from long-term storage is known as ________.
D) retrieval
44) Reinforcement performed before the desired consumer behavior actually takes place is called ________.
D) shaping
25) Lucy finds Coca-Cola to be refreshing and tasty. When she attributes this perception to all colas in red cans, she is engaging in ________.
D) stimulus generalization
75) In the SHAMPOO MINI CASE, the perceptions of consumers regarding Shimmer shampoo constitutes their ________.
D) unconditioned response
57) If Betty faces a problem with her teeth, seeks a solution from her dentist, accepts the information, and starts using a different toothpaste that solves the problem, she is engaging in a process called ________.
E) cognitive learning
71) In the FAST FOOD MINI CASE, when Speedy Taco allows Continental Foods to put the Speedy name on its line of salsa and tortilla chips for sale through grocery stores, Speedy Taco is engaging in ________.
E) licensing
10) At Gino's Italian Bistro, waitresses ask each table whether or not they have dined at Gino's before. A manager is sure to stop by every table with first-time guests to thank them for trying the restaurant and to encourage them to return. In this case, the manager visit constitutes ________ for the guests, making them feel like restaurant staff really care about the quality of their experience.
E) reinforcement
29) Licensing is a marketing strategy that operates on the principle of ________.
E) stimulus generalization
17) In a consumer behavior context, the previously acquired consumer perception of an existing product is the ________. When consumers try a new product by the same brand because they believe that the new product embodies the same attribute with which the brand's existing products are associated, this is the ________.
E) unconditioned response; conditioned response