Test bank consumer behavior 10e schiffman kanuk chapter 07

Consumer Behavior, 10e (Schiffman/Kanuk) Chapter 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: C Diff: Page Ref: 194 Skill: Concept Objective: 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 blocking Answer: D Diff: Page Ref: 192 Skill: Concept Objective: 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: E Diff: Page Ref: 192 Skill: Concept Objective: 7.1: Understand the process and four elements of consumer learning ScholarStock 4) Learning acquired by accident or without much effort is known as learning A) intentional B) instrumental C) intrinsic D) incidental E) inexplicable Answer: D Diff: Page Ref: 192 Skill: Concept Objective: 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: D Diff: Page Ref: 193 Skill: Concept Objective: 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; reinforcements B) Motives; cues C) Cues; responses D) Cues; motives E) Responses; reinforcements Answer: B Diff: Page Ref: 193 AACSB: Analytic Skills Skill: Concept Objective: 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: B Diff: Page Ref: 193 Skill: Application Objective: 7.1: Understand the process and four elements of consumer learning ScholarStock 8) How individuals react to a drive or cue constitutes their A) perceptual organization B) learning C) response D) motivation E) reinforcement Answer: C Diff: Page Ref: 193 Skill: Concept Objective: 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: E Diff: Page Ref: 193 Skill: Concept Objective: 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 cue C) a response D) a motive E) reinforcement Answer: E Diff: Page Ref: 193 AACSB: Reflective Thinking Skill: Application Objective: 7.1: Understand the process and four elements of consumer learning ScholarStock 11) is based on the premise that observable responses to specific external stimuli signal that learning has taken place A) Perceived learning B) Behavioral learning C) Cognitive learning D) Associative learning E) Modernist learning Answer: B Diff: Page Ref: 194 AACSB: Analytic Skills Skill: Concept Objective: 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: B Diff: Page Ref: 194 Skill: Concept Objective: 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) reflection B) repetition C) analysis D) association E) observation Answer: B Diff: Page Ref: 194 Skill: Concept Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior ScholarStock 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 retention E) learning depends on the ability of individuals to generalize Answer: B Diff: Page Ref: 194 AACSB: Analytic Skills Skill: Concept Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 15) If you usually listen to the 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 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: B Diff: Page Ref: 194 AACSB: Analytic Skills Skill: Application Objective: 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 wellknown 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: A Diff: Page Ref: 194 AACSB: Analytic Skills Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior ScholarStock 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: E Diff: Page Ref: 194 AACSB: Analytic Skills Skill: Application Objective: 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) Conditioning D) Generalization E) Discrimination Answer: C Diff: Page Ref: 195 AACSB: Analytic Skills Skill: Concept Objective: 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 defense C) Repetition D) Generalization E) Discrimination Answer: C Diff: Page Ref: 196 Skill: Concept Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior ScholarStock 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: A Diff: Page Ref: 196 Skill: Concept Objective: 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: A Diff: Page Ref: 196 AACSB: Communication Skill: Application Objective: 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: C Diff: Page Ref: 196 Skill: Concept Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior ScholarStock 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 discrimination B) interference C) cosmetic variations D) advertising wearout E) cognitive processing Answer: B Diff: Page Ref: 197 Skill: Concept Objective: 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: C Diff: Page Ref: 197 Skill: Concept Objective: 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: D Diff: Page Ref: 197 AACSB: Reflective Thinking Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior ScholarStock 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 discrimination B) advertising wearout C) stimulus generalization D) family branding E) interference Answer: C Diff: Page Ref: 197 Skill: Application Objective: 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: C Diff: Page Ref: 197 Skill: Concept Objective: 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: B Diff: Page Ref: 197 Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior ScholarStock 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: E Diff: Page Ref: 199 Skill: Concept Objective: 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: B Diff: Page Ref: 210 Skill: Concept Objective: 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) shaping B) licensing C) modeling D) family branding E) chunking Answer: B Diff: Page Ref: 199 AACSB: Analytic Skills Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 10 ScholarStock 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: C Diff: Page Ref: 195 AACSB: Analytic Skills Skill: Application Objective: 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: D Diff: Page Ref: 195 AACSB: Analytic Skills Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 20 ScholarStock 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: A Diff: Page Ref: 195 Skill: Application Objective: 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: B Diff: Page Ref: 195 Skill: Application Objective: 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 extension B) product line extension C) product category extension D) product stimulus discrimination E) Pavlovian product Answer: B Diff: Page Ref: 197 Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 21 ScholarStock 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: E Diff: Page Ref: 203 Skill: Application Objective: 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: C Diff: Page Ref: 205 Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 22 ScholarStock 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: A Diff: Page Ref: 197 Skill: Application Objective: 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: B Diff: Page Ref: 218 Skill: Application Objective: 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 schedule B) massed learning schedule C) cognitive learning schedule D) behavioral learning schedule E) Pavlovian learning schedule Answer: B Diff: Page Ref: 206 AACSB: Communication Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 23 ScholarStock 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: C Diff: Page Ref: 197 Skill: Application Objective: 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: A Diff: Page Ref: 197 Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 24 ScholarStock 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: E Diff: Page Ref: 199 AACSB: Analytic Skills Skill: Application Objective: 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: B Diff: Page Ref: 206 Skill: Application Objective: 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) fixed B) continuous C) variable D) random E) iterative Answer: B Diff: Page Ref: 205 Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 25 ScholarStock 74) Consumer learning is a process that continually evolves and changes as a result of newly acquired knowledge or from actual experience Answer: TRUE Diff: Page Ref: 192 AACSB: Reflective Thinking Skill: Concept Objective: 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: FALSE Diff: Page Ref: 192 AACSB: Reflective Thinking Skill: Concept Objective: 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: FALSE Diff: Page Ref: 193 Skill: Concept Objective: 7.1: Understand the process and four elements of consumer learning 77) Learning occurs only when responses are overt Answer: FALSE Diff: Page Ref: 193 Skill: Concept Objective: 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: FALSE Diff: Page Ref: 196 Skill: Concept Objective: 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: TRUE Diff: Page Ref: 196 Skill: Concept Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 26 ScholarStock 80) The effectiveness of repetition is independent of the amount of competitive advertising to which the consumer is exposed Answer: FALSE Diff: Page Ref: 197 Skill: Concept Objective: 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: TRUE Diff: Page Ref: 201 Skill: Concept Objective: 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: FALSE Diff: Page Ref: 203 AACSB: Reflective Thinking Skill: Application Objective: 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: FALSE Diff: Page Ref: 204 AACSB: Analytic Skills Skill: Concept Objective: 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: TRUE Diff: Page Ref: 205 Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 27 ScholarStock 85) The promise of possibly receiving a reward provides positive reinforcement and encourages consumer patronage Answer: TRUE Diff: Page Ref: 205 Skill: Concept Objective: 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: TRUE Diff: Page Ref: 206 AACSB: Analytic Skills Skill: Application Objective: 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: FALSE Diff: Page Ref: 206 AACSB: Analytic Skills Skill: Concept Objective: 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: FALSE Diff: Page Ref: 206 AACSB: Reflective Thinking Skill: Application Objective: 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: TRUE Diff: Page Ref: 206 AACSB: Communication Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 28 ScholarStock 90) Greater familiarity with the product category increases cognitive ability and learning during a new purchase decision, particularly with regard to technical information Answer: TRUE Diff: Page Ref: 207 AACSB: Reflective Thinking Skill: Concept Objective: 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: TRUE Diff: Page Ref: 207 Skill: Concept Objective: 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: FALSE Diff: Page Ref: 207-208 AACSB: Analytic Skills Skill: Concept Objective: 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: FALSE Diff: Page Ref: 208 Skill: Concept Objective: 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: TRUE Diff: Page Ref: 209 Skill: Concept Objective: 7.3: Study information processing and cognitive learning and understand their strategic applications to consumer behavior 29 ScholarStock 95) Product information stored in memory tends to be brand based Answer: TRUE Diff: Page Ref: 209 AACSB: Reflective Thinking Skill: Concept Objective: 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: TRUE Diff: Page Ref: 210 Skill: Concept Objective: 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: TRUE Diff: Page Ref: 210 Skill: Concept Objective: 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: FALSE Diff: Page Ref: 217 AACSB: Reflective Thinking Skill: Concept Objective: 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: Page Ref: 194 AACSB: Analytic Skills Skill: Application Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 30 ScholarStock 100) How 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: Page Ref: 197 AACSB: Reflective Thinking Skill: Application Objective: 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: Page Ref: 197 Skill: Application Objective: 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: Page Ref: 199 AACSB: Analytic Skills Skill: Concept Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 31 ScholarStock 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: Page Ref: 205 AACSB: Analytic Skills Skill: Concept Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior 104) When and why 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: Page Ref: 206 AACSB: Reflective Thinking Skill: Application Objective: 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: Page Ref: 213-214 Skill: Concept Objective: 7.4: Study consumer involvement theory and passive learning and understand their strategic affects on consumer behavior 32 ScholarStock 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 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: Page Ref: 207-208 AACSB: Analytic Skills Skill: Concept Objective: 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: Page Ref: 217 AACSB: Analytic Skills Skill: Concept Objective: 7.5: Understand how consumer learning and its results are measured 33 ScholarStock 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: Page Ref: 217 AACSB: Analytic Skills Skill: Concept Objective: 7.5: Understand how consumer learning and its results are measured 34 ScholarStock ... Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior ScholarStock 17) In a consumer behavior context, the previously acquired consumer perception of... 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... Objective: 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