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Consumer Behavior, 10e (Schiffman/Kanuk)Chapter 7 Consumer Learning

1) Learning is pervasive in our lives, but there are two different theories on how people learn – the ________ theories and the ________ theories. A) behavioral; affective B) cognitive; rational C) behavioral; cognitive D) emotional; affective E) experiential; intentional Answer: CDiff: 1 Page Ref: 194Skill: ConceptObjective: 7.1: Understand the process and four elements of consumer learning

2) From a marketing perspective, the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior is known as ________. A) brand loyalty B) brand equity C) positive reinforcement D) consumer learning E) perceptual blockingAnswer: DDiff: 1 Page Ref: 192Skill: ConceptObjective: 7.1: Understand the process and four elements of consumer learning

3) Newly acquired knowledge and personal experience serve as ________ to the individual and provide the basis for future behavior in similar situations. A) stimulus B) sensation C) communication D) understanding E) feedback Answer: EDiff: 2 Page Ref: 192Skill: ConceptObjective: 7.1: Understand the process and four elements of consumer learning

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4) Learning acquired by accident or without much effort is known as ________ learning.A) intentional B) instrumentalC) intrinsic D) incidentalE) inexplicableAnswer: DDiff: 1 Page Ref: 192Skill: ConceptObjective: 7.1: Understand the process and four elements of consumer learning

5) Unfilled needs lead to ________, which spurs learning. A) feedback B) cues C) response D) motivation E) reinforcement Answer: DDiff: 2 Page Ref: 193Skill: ConceptObjective: 7.1: Understand the process and four elements of consumer learning

6) ________ serve to stimulate learning, and ________ are the stimuli that direct them.A) Motives; reinforcementsB) Motives; cuesC) Cues; responsesD) Cues; motivesE) Responses; reinforcementsAnswer: BDiff: 2 Page Ref: 193AACSB: Analytic SkillsSkill: ConceptObjective: 7.1: Understand the process and four elements of consumer learning

7) In the marketplace, price, styling, packaging, advertising, and store displays all serve as ________ to help consumers fulfill their needs in product-specific ways. A) feedback B) cues C) response D) motivation E) reinforcement Answer: BDiff: 2 Page Ref: 193Skill: ApplicationObjective: 7.1: Understand the process and four elements of consumer learning


8) How individuals react to a drive or cue constitutes their ________. A) perceptual organizationB) learningC) response D) motivation E) reinforcement Answer: CDiff: 1 Page Ref: 193Skill: ConceptObjective: 7.1: Understand the process and four elements of consumer learning

9) ________ increase(s) the likelihood that a specific response will occur in the future as the result of particular cues or stimuli. A) Feedback B) Cues C) Response D) Motivation E) Reinforcement Answer: EDiff: 2 Page Ref: 193Skill: ConceptObjective: 7.1: Understand the process and four elements of consumer learning

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 cares about the quality of their experience.A) feedback B) a cueC) a responseD) a motiveE) reinforcement Answer: EDiff: 2 Page Ref: 193AACSB: Reflective ThinkingSkill: ApplicationObjective: 7.1: Understand the process and four elements of consumer learning


11) ________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.A) Perceived learningB) Behavioral learningC) Cognitive learningD) Associative learningE) Modernist learningAnswer: BDiff: 2 Page Ref: 194AACSB: Analytic SkillsSkill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

12) Classical conditioning and instrumental conditioning theory are examples of ________. A) perception theories B) behavioral learning theories C) cognitive associative theory D) involvement theory E) cognitive learning theories Answer: BDiff: 1 Page Ref: 194Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

13) Early classical conditioning theorists regarded all organisms as relatively passive entities that could be taught behaviors through ________.A) reflectionB) repetitionC) analysisD) associationE) observationAnswer: BDiff: 3 Page Ref: 194Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


14) According to Pavlovian theory, ________. A) learning can occur only when responses are overt 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 C) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer D) there is a limit to the amount of repetition that will aid retentionE) learning depends on the ability of individuals to generalize Answer: BDiff: 3 Page Ref: 194AACSB: Analytic SkillsSkill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

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 ________. A) instrumental conditioning B) classical conditioning C) conditional learning D) behavioral learning E) perceptual learning Answer: BDiff: 2 Page Ref: 194AACSB: Analytic SkillsSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

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 B) conditioned stimulus; conditioned response C) unconditioned stimulus; unconditioned response D) conditioned stimulus; unconditioned stimulus E) unconditioned response; conditioned response Answer: ADiff: 2 Page Ref: 194AACSB: Analytic SkillsSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


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 ________. A) unconditioned stimulus; conditioned stimulus B) conditioned stimulus; conditioned response C) unconditioned stimulus; unconditioned response D) conditioned stimulus; unconditioned stimulus E) unconditioned response; conditioned response Answer: EDiff: 3 Page Ref: 194AACSB: Analytic SkillsSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

18) Under neo-Pavlovian theory, 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. ________ is the learning that results from exposure to relationships among events in the environment.A) Feedback B) Reinforcement C) ConditioningD) Generalization E) Discrimination Answer: CDiff: 3 Page Ref: 195AACSB: Analytic SkillsSkill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

19) ________ increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting. A) Feedback B) Perceptual defenseC) Repetition D) Generalization E) Discrimination Answer: CDiff: 1 Page Ref: 196Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


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 B) the three-hit theory C) stimulus differentiation D) rehearsal E) stimulus generalization Answer: ADiff: 2 Page Ref: 196Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

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 used different cosmetic variations in their ads while repeating the same advertising theme is an attempt to avoid ________.A) advertising wearout B) the three-hit theory C) stimulus differentiation D) rehearsal E) stimulus generalization Answer: ADiff: 2 Page Ref: 196AACSB: CommunicationSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

22) ________ in ads involves changing some of the aesthetic characteristics of an ad while repeating the same advertising theme. ________ in ads involve changes in advertising content across different versions of an advertisement. A) Cosmetic variations; Advertising wearout B) Substantive variations; Cosmetic variations C) Cosmetic variations; Substantive variations D) Stimulus generalization; Stimulus discrimination E) Advertising wearout; Substantive variations Answer: CDiff: 3 Page Ref: 196Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


23) The more competitive ads a consumer sees, the greater the likelihood that ________ will occur, causing the consumer to forget previous learning that resulted from repetition. A) stimulus discriminationB) interference C) cosmetic variations D) advertising wearout E) cognitive processing Answer: BDiff: 2 Page Ref: 197Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

24) ________ is our tendency to make the same responses to slightly different stimuli. A) Stimulus discrimination B) Stimulus generation C) Stimulus generalization D) Classical conditioning E) Advertising wearout Answer: CDiff: 2 Page Ref: 197Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

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 ________. A) stimulus discrimination B) advertising wearout C) cosmetic variations D) stimulus generalization E) interference Answer: DDiff: 1 Page Ref: 197AACSB: Reflective ThinkingSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


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.A) stimulus discriminationB) advertising wearoutC) stimulus generalizationD) family brandingE) interferenceAnswer: CDiff: 2 Page Ref: 197Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

27) In ________, the marketer adds related products to an already established brand. A) product form extensions B) product category extensions C) product line extensions D) product differentiation E) product generalization Answer: CDiff: 2 Page Ref: 197Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

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 ________. A) corporate marketing B) family branding C) capital branding D) licensing E) positioning Answer: BDiff: 2 Page Ref: 197Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


29) Licensing is a marketing strategy that operates on the principle of ________. A) stimulus differentiation B) product category extensions C) repetition D) product line extensions E) stimulus generalization Answer: EDiff: 3 Page Ref: 199Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

30) ________ results in the selection of a specific stimulus from among similar stimuli. A) Stimulus generalization B) Stimulus discrimination C) Stimulus recognition D) Stimulus selection E) Stimulus differentiation Answer: BDiff: 1 Page Ref: 210Skill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

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 ________.A) shapingB) licensingC) modelingD) family brandingE) chunkingAnswer: BDiff: 1 Page Ref: 199AACSB: Analytic SkillsSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


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. A) Stimulus differentiation B) Product differentiation C) Stimulus discrimination D) Stimulus generalization E) Product discrimination Answer: BDiff: 2 Page Ref: 200AACSB: Analytic SkillsSkill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

33) The product imitator hopes that the consumer will ________, whereas the market leader wants the consumer to ________ among similar stimuli. A) discriminate; select B) generalize; discriminate C) select; generalize D) discriminate; generalize E) discriminate; differentiate Answer: BDiff: 3 Page Ref: 200AACSB: Reflective ThinkingSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

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, ________. A) the less likely the consumer is to discriminateB) the more likely the consumer is to discriminate C) the more likely the consumer is to generalize D) the more diverse the evoked set E) the more likely the consumer is to engage in vicarious learning Answer: BDiff: 3 Page Ref: 200AACSB: Reflective ThinkingSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


35) According to B.F. Skinner, ________. A) the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment 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 C) a person's level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective D) most individual learning occurs in a controlled environment in which individuals are "rewarded" for choosing an appropriate behavior E) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer Answer: DDiff: 3 Page Ref: 202Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

36) From a marketer's perspective, ________ involves obtaining the desired result from using a particular product or service. A) the central route to persuasion B) copy testing C) positive reinforcement D) the peripheral route to persuasion E) negative reinforcement Answer: CDiff: 2 Page Ref: 203AACSB: Analytic SkillsSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

37) In cases of ________, behavior is unlearned due to a lack of reinforcement. A) forgetting B) information overload C) decay D) advertising wearout E) extinction Answer: EDiff: 1 Page Ref: 204Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


38) Forgetting is often related to the passage of time, and is known as the process of ________. A) encoding B) relationship marketing C) decay D) advertising wearout E) perceptual blockingAnswer: CDiff: 1 Page Ref: 204AACSB: Analytic SkillsSkill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

39) ________ involves developing a close, personalized relationship with customers, and is one form of non-product reinforcement. A) Relationship marketing B) Copy testing C) Involvement theory D) Comprehension E) Shaping Answer: ADiff: 1 Page Ref: 205Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

40) Gino's Italian Bistro offers all patrons a free after-dinner drink. This is an example of a ________ reward schedule. A) systematic B) variable ratio C) random D) fixed ratio E) continuous Answer: EDiff: 2 Page Ref: 205AACSB: Reflective ThinkingSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


41) Reinforcement performed before the desired consumer behavior actually takes place is called ________. A) positioning B) licensing C) preemptive reward D) shaping E) passive learning Answer: DDiff: 1 Page Ref: 206AACSB: Analytic SkillsSkill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

42) ________ produce(s) more initial learning, whereas ________ usually persist(s) longer. A) The central route to persuasion; the peripheral route to persuasion B) Massed learning; distributed learning C) Product form extensions; product line extensions D) Modeling; vicarious learning E) Recognition; recall Answer: BDiff: 2 Page Ref: 206AACSB: Analytic SkillsSkill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

43) ________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior. A) Massed learningB) Passive learning C) Modeling D) Positioning E) Distributed learning Answer: CDiff: 1 Page Ref: 206Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


44) Learning based on mental activity is called ________. A) passive learning B) massed learning C) vicarious learning D) distributed learning E) cognitive learning Answer: EDiff: 1 Page Ref: 207Skill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

45) Cognitive learning theory holds that ________. A) the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment B) a person's level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective C) most individual learning occurs in a controlled environment in which individuals are "rewarded" for choosing an appropriate behavior D) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer E) 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 Answer: ADiff: 2 Page Ref: 207AACSB: Analytic SkillsSkill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

46) ________ is the stage of real memory in which information is processed and held for just a brief period. A) Sensory store B) Rehearsal C) Short-term store D) Recall E) Long-term store Answer: CDiff: 1 Page Ref: 207Skill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior


47) The amount of information available for delivery from short-term storage to long-term storage depends on the amount of ________ it is given. A) recall B) rehearsal C) retrieval D) shaping E) encoding Answer: BDiff: 2 Page Ref: 208Skill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

48) The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place. A) recall B) retrieval C) involvement D) comprehension E) encoding Answer: EDiff: 2 Page Ref: 208AACSB: Reflective ThinkingSkill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

49) Knowledge ________ involves relating new data to old data to make the material more meaningful. A) retention B) rehearsal C) activation D) shaping E) encoding Answer: CDiff: 3 Page Ref: 209Skill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior


50) Information that is stored ________ in long-term memory is stored according to significant concepts. A) episodically B) semantically C) passively D) discriminately E) comprehensively Answer: BDiff: 3 Page Ref: 209AACSB: Analytic SkillsSkill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

51) The process by which we recover information from long-term storage is known as ________. A) retention B) decoding C) encoding D) retrieval E) processing Answer: DDiff: 1 Page Ref: 209Skill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

52) ________ occurs through repeated exposures to a TV commercial and produces changes in consumer behavior prior to changes in the consumer's attitude toward the product. A) Hemispheric lateralization B) Behavioral learning C) Distributed learning D) Observational learning E) Passive learning Answer: EDiff: 3 Page Ref: 211AACSB: Analytic SkillsSkill: ApplicationObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior


53) ________ are more effective at generating recall and familiarity with a product, whereas ________ generate cognitive activity that encourage consumers to evaluate the advantages and disadvantages of a product. A) Distributed communications; massed communicationsB) Interference effects; involvement effects C) Pictorial cues; verbal cues D) Narrow categorizers; broad categorizers E) Copy tests; recognition tests Answer: CDiff: 3 Page Ref: 215AACSB: CommunicationSkill: ConceptObjective: 7.4: Study consumer involvement theory and passive learning and understand their strategic affects on consumer behavior

54) 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 B) brand equity; brand loyalty C) evoked set; shaped D) positive reinforcement; negative reinforcement E) massed; distributed Answer: ADiff: 3 Page Ref: 211AACSB: Analytic SkillsSkill: ConceptObjective: 7.4: Study consumer involvement theory and passive learning and understand their strategic affects on consumer behavior

55) For high-involvement purchases, the ________ is likely to be the most effective marketing strategy, whereas for low-involvement purchases, the ________ is likely to be more effective. A) massed learning; distributed learning B) short-term stores; long-term stores C) central route to persuasion; peripheral route to persuasion D) product positioning; product differentiation E) evoked set; brand equity Answer: CDiff: 3 Page Ref: 213Skill: ConceptObjective: 7.4: Study consumer involvement theory and passive learning and understand their strategic affects on consumer behavior


56) ________ refers to the purchase of a brand out of habit and convenience without any emotional attachment to the brand. A) Premium loyalty B) Covetous loyalty C) Inertia loyalty D) No loyalty E) Conditioned loyalty Answer: CDiff: 3 Page Ref: 217Skill: ConceptObjective: 7.5: Understand how consumer learning and its results are measured

57) ________ refers to the value inherent in a well-known brand name and stems from the consumer's perception of the brand's superiority, the social esteem that using it provides, and the customer's trust and identification with the brand. A) LicensingB) Brand equity C) Family branding D) Brand loyalty E) Encoding Answer: BDiff: 2 Page Ref: 218Skill: ConceptObjective: 7.5: Understand how consumer learning and its results are measured

58) The basis of ________, in which two brand names are featured on a single product, is to use another product's brand equity to enhance the primary brand's equity. A) co-branding B) vicarious learning C) family branding D) licensing E) distributed learning Answer: ADiff: 2 Page Ref: 219Skill: ConceptObjective: 7.5: Understand how consumer learning and its results are measured


SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is recognized as being endorsed by the hair dressers of Hollywood stars. Consumers who are highly attuned to social risks associated with personal beauty products perceive that Shimmer shampoo is a high quality shampoo formulation that won't damage hair and renders hair easily to manage and style. The company has recently come out with a line of conditioners under the Shimmer brand name in the hopes that consumers will carry their perceptions of Shimmer shampoo over to the new line of conditioners.

59) In the SHAMPOO MINI CASE, Shimmer's reputation for being endorsed by the hair dressers of Hollywood stars is the brand's ________. A) conditioned stimulus B) conditioned response C) unconditioned stimulus D) unconditioned response E) cognitive associative learning Answer: CDiff: 2 Page Ref: 195AACSB: Analytic SkillsSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

60) In the SHAMPOO MINI CASE, the perceptions of consumers regarding Shimmer shampoo constitutes their ________. A) conditioned stimulus B) conditioned response C) unconditioned stimulus D) unconditioned response E) cognitive associative learning Answer: DDiff: 2 Page Ref: 195AACSB: Analytic SkillsSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


61) In the SHAMPOO MINI CASE, Shimmer's new line of conditioners bearing the Shimmer brand is the ________. A) conditioned stimulus B) conditioned response C) unconditioned stimulus D) unconditioned response E) cognitive associative learning Answer: ADiff: 2 Page Ref: 195Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

62) 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 ________. A) conditioned stimulus B) conditioned response C) unconditioned stimulus D) unconditioned response E) cognitive associative learning Answer: BDiff: 2 Page Ref: 195Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

63) In the SHAMPOO MINI CASE, Shimmer conditioner is considered a ________.A) product form extensionB) product line extensionC) product category extensionD) product stimulus discriminationE) Pavlovian productAnswer: BDiff: 2 Page Ref: 197Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


OIL CHANGE MINI CASE: Mr. Greasy is a national car care chain that specializes in providing routine services like oil changes and safety inspections. It advertises nationally, particularly around Memorial Day, Independence Day, and Labor Day, when it runs an advertising blitz to encourage drivers to bring their cars in for a check up before holiday road trips. Mr. Greasy's advertisements emphasize the importance of changing a car's oil regularly in order to prevent costly engine failure. Its stores are recognizable from the road by their gray and yellow color schemes. To encourage brand loyalty, Mr. Greasy offers customers reward cards that customers get stamped every time they get an oil change, and can receive the sixth oil change free after the purchase of the first five. Fast Oil, a North Carolina chain that offers the same kind of services, paints its stores black and yellow in an effort to appear like Mr. Greasy stores and benefit from Mr. Greasy's extensive advertising. Thus many customers have developed positive perceptions of Mr. Greasy, note Fast Oil's store color, and mistake Fast Oil stores for Mr. Greasy stores.

64) In the OIL CHANGE MINI CASE, Mr. Greasy's advertising relies on which of the following elements of instrumental conditioning? A) positive reinforcement B) product category extension C) product form extension D) product line extension E) negative reinforcement Answer: EDiff: 3 Page Ref: 203Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

65) In the OIL CHANGE MINI CASE, the Mr. Greasy Reward Card offers customers positive reinforcement on a ________ schedule.A) total B) variable ratio C) systematic D) continuous E) random Answer: CDiff: 3 Page Ref: 205Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


66) 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 B) family branding C) product differentiation D) stimulus discrimination E) licensing Answer: ADiff: 3 Page Ref: 197Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

67) In the OIL CHANGE MINI CASE, Fast Oil is hoping to capitalize on Mr. Greasy's ________ to increase sales. A) evoked set B) brand equity C) interference effects D) encoding E) massed learning Answer: BDiff: 3 Page Ref: 218Skill: ApplicationObjective: 7.5: Understand how consumer learning and its results are measured

68) In the OIL CHANGE MINI CASE, Mr. Greasy's advertising blitz before the traditional summer driving holidays is known as a ________.A) distributed learning scheduleB) massed learning scheduleC) cognitive learning scheduleD) behavioral learning scheduleE) Pavlovian learning scheduleAnswer: BDiff: 3 Page Ref: 206AACSB: CommunicationSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs down by only serving its food through drive-through windows. In response to increasing concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In addition to chicken and beef tacos, Speedy's menu also includes Speedy Burritos and Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand, Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy name on its line of salsa and tortilla chips sold to consumers through grocery stores. To entice consumers to try its salsa and chips, Continental Foods set up sampling booths at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that sampled the chips and salsa were given coupons toward the purchase of Continental Foods' Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount coupon for salsa on the back of every bag of tortilla chips.

69) In the FAST FOOD MINI CASE, Speedy Taco's addition of chicken tacos to its menu constitutes ________.A) product form extension B) product category extension C) product line extension D) product reputation extension E) product brand extension Answer: CDiff: 3 Page Ref: 197Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

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 B) stimulus generalization C) product form extension D) licensing E) brand loyalty Answer: ADiff: 2 Page Ref: 197Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


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 ________. A) family branding B) co-branding C) encoding D) stimulus generalization E) licensing Answer: EDiff: 2 Page Ref: 199AACSB: Analytic SkillsSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

72) In the FAST FOOD MINI CASE, Continental Foods' launch strategy for its new salsa and tortilla chip lines is an example of ________.A) vicarious learning B) shaping C) passive learning D) massed learning E) positioning Answer: BDiff: 3 Page Ref: 206Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

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.A) fixedB) continuous C) variableD) randomE) iterativeAnswer: BDiff: 3 Page Ref: 205Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


74) Consumer learning is a process that continually evolves and changes as a result of newly acquired knowledge or from actual experience. Answer: TRUEDiff: 2 Page Ref: 192AACSB: Reflective ThinkingSkill: ConceptObjective: 7.1: Understand the process and four elements of consumer learning

75) The role of experience in learning indicates that all learning is deliberately sought. Answer: FALSEDiff: 1 Page Ref: 192AACSB: Reflective ThinkingSkill: ConceptObjective: 7.1: Understand the process and four elements of consumer learning

76) Cues serve to direct consumer drives regardless of whether these cues are consistent with consumer expectations. Answer: FALSEDiff: 3 Page Ref: 193Skill: ConceptObjective: 7.1: Understand the process and four elements of consumer learning

77) Learning occurs only when responses are overt. Answer: FALSEDiff: 3 Page Ref: 193Skill: ConceptObjective: 7.1: Understand the process and four elements of consumer learning

78) Increasing the number of repetitions of a message increases the message's retention, without any known satiation point. Answer: FALSEDiff: 1 Page Ref: 196Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

79) 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: TRUEDiff: 2 Page Ref: 196Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


80) The effectiveness of repetition is independent of the amount of competitive advertising to which the consumer is exposed. Answer: FALSEDiff: 2 Page Ref: 197Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

81) 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: TRUEDiff: 1 Page Ref: 201Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

82) 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: FALSEDiff: 2 Page Ref: 203AACSB: Reflective ThinkingSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

83) Extinction, another term for forgetting, involves unlearning behavior due to lack of reinforcement. Answer: FALSEDiff: 2 Page Ref: 204AACSB: Analytic SkillsSkill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

84) 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: TRUEDiff: 1 Page Ref: 205Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


85) The promise of possibly receiving a reward provides positive reinforcement and encourages consumer patronage. Answer: TRUEDiff: 1 Page Ref: 205Skill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

86) Lotteries, sweepstakes, door prizes, and contests that require certain consumer behaviors for eligibility are examples of variable ratio reward schedules. Answer: TRUEDiff: 1 Page Ref: 206AACSB: Analytic SkillsSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

87) Reinforcement performed before the desired consumer behavior actually takes place is called modeling. Answer: FALSEDiff: 2 Page Ref: 206AACSB: Analytic SkillsSkill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

88) When a marketer's goal is long-term repeat buying on a regular basis, a massed learning schedule is preferable. Answer: FALSEDiff: 2 Page Ref: 206AACSB: Reflective ThinkingSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

89) A distributed ad campaign, with ads repeated on a regular basis, results in more long-term learning and is relatively immune to extinction. Answer: TRUEDiff: 3 Page Ref: 206AACSB: CommunicationSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


90) Greater familiarity with the product category increases cognitive ability and learning during a new purchase decision, particularly with regard to technical information. Answer: TRUEDiff: 2 Page Ref: 207AACSB: Reflective ThinkingSkill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

91) Although it is relatively easy to get information into the consumer's sensory store, it is difficult to make a lasting impression. Answer: TRUEDiff: 1 Page Ref: 207Skill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

92) Once information is perceived, it is first stored in the short-term store, then the long-term store, then the sensory store. Answer: FALSEDiff: 1 Page Ref: 207-208AACSB: Analytic SkillsSkill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

93) Rehearsal is the process by which we select a word or visual image to represent a perceived object. Answer: FALSEDiff: 2 Page Ref: 208Skill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

94) When consumers are presented with information overload, they may encounter difficulty in encoding and storing it all. Answer: TRUEDiff: 1 Page Ref: 209Skill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior


95) Product information stored in memory tends to be brand based. Answer: TRUEDiff: 2 Page Ref: 209AACSB: Reflective ThinkingSkill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

96) Unexpected message elements pierce consumers' perceptual screens and improve the memorability of an ad when these elements are relevant to the advertising message. Answer: TRUEDiff: 1 Page Ref: 210Skill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

97) Ads can act as retrieval cues for a competitive brand. Answer: TRUEDiff: 2 Page Ref: 210Skill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

98) The greater the number of acceptable brands in a specific product category, the more likely the consumer is to be brand loyal to one specific brand. Answer: FALSEDiff: 2 Page Ref: 217AACSB: Reflective ThinkingSkill: ConceptObjective: 7.5: Understand how consumer learning and its results are measured

99) What is the theory of classical conditioning? Explain using an example Answer: The theory of classical conditioning was first demonstrated by the Russian scientist Ivan Pavlov. Classical conditioning theorists regard all animals and humans as passive entities that could be taught certain behaviors through repetition. According to Pavlov, 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.

Here, students may cite Pavlov's experiment with dogs, or any other example. Diff: 2 Page Ref: 194AACSB: Analytic SkillsSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


100) How do some marketers make use of the concept of stimulus generalization? Answer: Some marketers introduce imitative "me too" products that succeed in the market. Consumers confuse them with the original product they have seen advertised. Also, private label manufacturers try to make their packaging closely resemble the national brand leaders in hope of confusing customers. Such products result in millions of lost sales for well-positioned and extensively advertised brands.

Marketers also make use of stimulus generalization when they create product line, form, and category extensions. When marketers present new versions of their products to consumers, their hope is that consumers will generalize their previous positive experiences with the brand to include the brand's new products. This is also the concept behind family branding and licensing. Diff: 2 Page Ref: 197AACSB: Reflective ThinkingSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

101) Define and give one example of each of the following: a. product line extension b. product form extension c. product category extension Answer: a. Product Line Extension: the marketer adds related products to an already established brand, e.g. introducing new flavors of Dannon yogurt b. Product Form Extension: the marketer takes the existing product and delivers it to consumers in a physically new way, e.g. Tylenol tablets, capsules, and gelcaps c. Product Category Extensions: the marketer offers the benefits associated with its products and targets a new market segment with them, e.g. Neutrogena offers shaving creams to men Diff: 1 Page Ref: 197Skill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

102) What is licensing? What is the principle behind its success? Answer: Licensing is allowing a well-known name to be affixed to products of another manufacturer. The principle behind its success is stimulus generalization. The names of famous designers, characters, and manufacturers are attached for a fee to a variety of products enabling licensees to achieve instant recognition and implied quality for the licensed products. Diff: 2 Page Ref: 199AACSB: Analytic SkillsSkill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior


103) What are the three types of reinforcement schedules used by marketers to reward customers? Answer: Total or continuous reinforcement schedules are rewards offered to customers to provide satisfaction each time the product or service is used. An example would be a certain restaurant offering its customer one free drink after every meal.

Systematic, or fixed schedules, provide reinforcement every nth time the product or service is

purchased. Like getting a free coffee every 10th time they purchase a coffee.

Random, or variable schedules, reward customers on a random basis or on an average frequency basis. Slot machines operate on a random reward program. Diff: 2 Page Ref: 205AACSB: Analytic SkillsSkill: ConceptObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

104) When and why do marketers use massed or distributed learning schedules? Answer: Marketers will use a massed learning advertising schedule when they want to produce more initial learning. That usually is used when they want an immediate impact, when introducing a new product, or to counter a competitor's campaign.

Marketers will use a distributed learning schedule when the goal is long-term repeat buying on a regular basis. The distributed schedule results in more long-term learning and is relatively immune to extinction. Diff: 3 Page Ref: 206AACSB: Reflective ThinkingSkill: ApplicationObjective: 7.2: Study behavioral learning and understand its applications to consumption behavior

105) What is the split-brain theory? Answer: Also known as hemispheric lateralization, the split-brain theory is based on the premise that the right and left sides of the brain specialize in the kinds of information they process. The left hemisphere is primarily responsible for cognitive activities such as reading, speaking, and attributional information processing. The right side of the brain is concerned with nonverbal, timeless, and pictorial information. Simply put, the left brain is rational, active, and realistic, and the right side is emotional, metaphoric, impulsive, and intuitive. Diff: 2 Page Ref: 213-214Skill: ConceptObjective: 7.4: Study consumer involvement theory and passive learning and understand their strategic affects on consumer behavior


106) Talk about the three systems or memory storehouses, and how information is stored. Answer: There are three stages where information processing occurs. They are three separate and sequential stages.

The first is called the sensory store, in which all data comes through our senses which receive fragmented pieces of information and transmit it to the brain in parallel. The image of a sensory input lasts for a second or two in the mind's sensory store. If it is not processed immediately, it is lost immediately.

The second stage is the short-term store, which is known as working memory. This is the stage where information is processed and held for just a brief period. Information in the short-term store undergoes the process known as rehearsal, and then is transferred to the long-term store. This transfer process takes 2 to 10 seconds, and if the information is not rehearsed, it is lost in 30 seconds or less.

The final stage is the long-term store which retains information for relatively long periods of time. Even though some information may be lost in a few minutes, most information that makes it to long-term stores lasts for extended periods of time, sometimes up to years. Diff: 3 Page Ref: 207-208AACSB: Analytic SkillsSkill: ConceptObjective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior

107) Differentiate between behavioral and attitudinal brand loyalty. What are the implications of each for a marketer?Answer: Behavioral loyalty involves measures such as frequency of purchase or proportion of total purchases, but does not explore the consumer motivation behind that behavior. Attitudinal loyalty involves strong consumer affinity for a given brand. Behavioral brand loyalty leads to a higher market share, and attitudinal loyalty often enables the marketer to charge a higher price for the brand relative to the competition.Diff: 2 Page Ref: 217AACSB: Analytic SkillsSkill: ConceptObjective: 7.5: Understand how consumer learning and its results are measured


108) Purchase loyalty leads to a higher market share, and attitudinal loyalty often enables marketers to charge a higher price for the brand relative to the competition. Identify and discuss the three groups of drivers of consumer loyalty, and the four types of loyalty that these influences produce. Answer: An integrated conceptual framework views consumer loyalty as the function of three groups of influences: a. consumer drivers – characteristics of the consumers themselves, such as personal degree of risk aversion or variety seeking b. brand drivers – characteristics of the brands themselves, such as the brand's reputation and the availability of substitute brands c. social drivers – characteristics of consumers' social situation, such as social group influences and peer recommendations These influences produce four types of loyalty: a. no loyalty – no purchase at all and no cognitive attachment to the brand b. covetous loyalty – no purchase but strong attachment and predisposition towards the brand that was developed form the person's social environment c. inertia loyalty – purchasing the brand because of habit and convenience without any emotional attachment to the brand d. premium loyalty – high attachment to the brand and high repeat purchase Diff: 3 Page Ref: 217AACSB: Analytic SkillsSkill: ConceptObjective: 7.5: Understand how consumer learning and its results are measured


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