Deck 6: Consumer learning and involvement

Question 1

Which of the following is not one of the three basic concepts derived from classical conditioning?

A) Repetition.
B) Stimulus discrimination.
C) Stimulus generation.
D) Stimulus generalisation.

Answer 1

Stimulus generation.

Question 2

Which of the following statements regarding 'consumer response' is false?

A) A consumer's response does not necessarily include a purchase.
B) A response is not tied to a need in a one-to-one fashion.
C) A consumer's response is not tied to the consumer's learning but to their involvement.
D) How individuals react to a drive or cue, how they behave, constitutes their response.

Answer 2

A consumer's response is not tied to the consumer's learning but to their involvement.

Question 3

The creation of a strong association between the conditioned stimulus (CS) and unconditioned stimulus (US) is called:

A) repetition.
B) optimal combination.
C) optimal conditioning.
D) repeated conditioning.

Answer 3

optimal conditioning.

Question 4

Stimulus-response theories are another word for ______ theories.

A) stimulus
B) behavioural learning
C) instrumental
D) observational

Question 5

Ivan Pavlov was the first theorist to describe the ________ theory as a learning model. According to his theory, learning occurs when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone.

A) behavioural learning
B) classical conditioning
C) observational
D) stimulus generalisation

Question 6

Pavlovian theory is dependent on:

A) changing attitudes.
B) conditioned learning.
C) altering beliefs.
D) negative reinforcement.

Question 7

Which of the following is not a key element of the definition of learning?

A) It is a process.
B) It is mandatory.
C) It is the result of acquired knowledge.
D) It can come from actual experience.

Question 8

Early classical theorists regarded all organisms, human and animal, as relatively _____ entities that could be taught certain behaviours through repetition.

A) passive
B) active
C) intelligent
D) involved

Question 9

Most learning theorists agree that in order for learning to occur, certain basic elements must be present including:

A) motivation.
B) reinforcement.
C) cues.
D) all of these.

Question 10

______ theorists believe that people learn as a result of exposure to stimuli and reaction to those stimuli.

A) Behavioural
B) Cognitive
C) Rational
D) Most

Question 11

According to _______, 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.

A) subliminal perception theory
B) instrumental conditioning theory
C) all behavioural learning theories
D) early classical conditioning theory

Question 12

If motives serve to stimulate learning in consumers, _____ are the stimuli that give direction to those motives.

A) responses
B) cues
C) attitudes
D) sensory receptors

Question 13

Life insurance commercials, warning husbands that in the event of their sudden death their wives will be left penniless widows, rely on _______ to encourage the purchase of life insurance.

A) response
B) learning
C) involvement
D) negative reinforcement

Question 14

The classical conditioning theory of learning is a(n) _____ theory.

A) behavioural
B) cognitive
C) observational
D) outdated

Question 15

How individuals react to a drive or cue constitutes their:

A) intention.
B) response.
C) attitude.
D) cognitive behaviour.

Question 16

If you usually listen to the 6 o'clock news while smelling dinner as it is being prepared, 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) behavioural learning.

Question 17

The factor that increases the likelihood that a specific response will occur in the future as a result of particular cues or stimuli defines:

A) response.
B) learning.
C) involvement.
D) reinforcement.

Question 18

The degree of ______ determines the consumer's level of motivation to search for information and acquire knowledge about a product or service.

A) attitude
B) drive
C) commitment
D) involvement

Question 19

After using fitness equipment or nutritional supplements, a consumer feels better physically, or is complimented on his or her appearance by friends, that consumer is then more likely to continue using the equipment or supplements and possibly to engage in other fitness-related activities. This example defines:

A) product involvement.
B) learning.
C) reinforcement.
D) response.

Question 20

'The process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behaviour' defines:

A) attitudes.
B) motivation.
C) learning.
D) beliefs.

Question 21

'Selection of a specific stimulus from among similar stimuli' defines:

A) conditioned response.
B) stimulus generalisation.
C) stimulus variance.
D) stimulus discrimination.

Question 22

Many 'me-too' products succeed in the marketplace as a result of the phenomenon of:

A) stimulus discrimination.
B) stimulus recognition.
C) stimulus generalisation.
D) stimulus generation.

Question 23

Operant conditioning is another word for:

A) classical conditioning.
B) instrumental conditioning.
C) operational conditioning.
D) neo-classical conditioning.

Question 24

_____ is our ability to make the same responses to slightly different stimuli.

A) Stimulus discrimination
B) Stimulus generation
C) Stimulus generalisation
D) Classical conditioning

Question 25

Licensing is a marketing strategy that operates under the principle of:

A) stimulus discrimination.
B) stimulus recognition.
C) stimulus generalisation.
D) stimulus generation.

Question 26

______ increases the strength of the association between a conditioned stimulus and an unconditioned stimulus.

A) Involvement
B) Conditioning
C) Repetition
D) Positioning

Question 27

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 discriminate.
B) the more likely the consumer is to discriminate.
C) the more likely the consumer will generalise.
D) none of the above.

Question 28

The classical conditioning principle that encourages firms to make a product which is as similar to the leading brand as legally possible is:

A) conditioned response.
B) stimulus variance.
C) stimulus generalisation.
D) repetition.

Question 29

Some marketers try to avoid advertising wearout by adopting a ______ strategy in their ads by changing aspects of the message without changing the theme.

A) substantive
B) cosmetic
C) variation
D) concealed

Question 30

Ben drives to work at the same time every morning listening to the radio. Each morning he hears the same radio commercial for home appliances and after a week of hearing the ad, he is able to completely block the ad out when it comes on. This is an example of:

A) reminder advertising.
B) highly dogmatic consumer.
C) advertising wearout.
D) repetition.

Question 31

_____ is the practice of marketing a whole line of company products under the same brand name.

A) Corporate marketing
B) Family branding
C) Capital branding
D) Licensing

Question 32

When a famous celebrity's name is used on perfumes in return for a fee, this is known as:

A) capital marketing.
B) licensing.
C) family branding.
D) product form marketing.

Question 33

The product imitator hopes that the consumer will ______, whereas the market leader wants the consumer to ______ among similar stimuli.

A) discriminate; select
B) generalise; discriminate
C) select; generalise
D) none of the above

Question 34

In ________, consumers can be viewed as information seekers who use logical and perceptual relations between events, together with their own preconceptions, to form a sophisticated representation of the world.

A) relationship theory
B) motivation theory
C) neo-Pavlovian theory
D) learning theory

Question 35

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.

Question 36

When Omo washing liquid came out with an Omo sensitive liquid, the new product was an example of:

A) leading line extension.
B) product category extension.
C) classification extension.
D) product form extension.

Question 37

The key to overcoming _______ is effective positioning, which is to be able to position a product in a way to differentiate it in our over-communicated society.

A) stimulus generalisation
B) selective attention
C) stimulus discrimination
D) boredom

Question 38

In _____, the marketer adds related products to an already established brand, knowing that the new products are more likely to be adopted when they are associated with a known and trusted brand name; thus marketers take advantage of the principle of stimulus generalisation.

A) product form extension
B) product line extension
C) category extension
D) copycat marketing

Question 39

When individuals become satiated through numerous exposures to an ad, and both their attention and retention decline, this is known as:

A) repetition.
B) advertising wearout.
C) reminder advertising.
D) the three-hit theory.

Question 40

_____ is allowing a well-known brand name to be affixed to products of another manufacturer.

A) Corporate marketing
B) Family branding
C) Capital branding
D) Licensing

Question 41

Marketers can overcome consumer forgetting through _____, and can combat extinction through _____.

A) enhanced customer satisfaction; learning
B) repetition; enhanced customer satisfaction
C) learning; trial
D) none of the above

Question 42

The _____ is the stage of real memory in which information is processed and held for just a brief period.

A) sensory store
B) temporary store
C) short-term store
D) long-term store

Question 43

Because information processing occurs in stages, it is generally believed that there are separate and sequential 'storehouses' in memory where information is kept temporarily before further processing. Which of the following is not one of the storehouses?

A) Sensory store.
B) Temporary store.
C) Short-term store.
D) Long-term store.

Question 44

The amount of information available for delivery from short-term storage to long-term storage depends on the amount of _____ it is given.

A) processing
B) attention
C) rehearsal
D) capacity

Question 45

When individuals observe the behaviour of others, remember it and imitate it, the method of learning that is being employed is:

A) distributed learning.
B) massed learning.
C) classical learning.
D) vicarious learning.

Question 46

When a learned response is no longer reinforced to the point at which the link between the stimulus and the expected reward is eliminated, it has reached the point of:

A) decay.
B) extinction.
C) being forgotten.
D) reassessment.

Question 47

'Observational learning' and 'vicarious learning' are both different names for:

A) shaping.
B) reinforcement .
C) modelling.
D) recognition.

Question 48

A firm introducing a revolutionary new product to the marketplace or counter a competitor's aggressive campaign, would most likely opt for:

A) classical learning.
B) massed learning.
C) distributed learning.
D) conditioned learning.

Question 49

Some researchers argue that because instrumental learning theory views behaviour as a result of __????_____ rather than cognitive processes, it is applicable only to products that have little personal relevance or importance to the consumer.

A) emotional processes
B) behavioural processes
C) thought manipulation
D) environmental manipulation

Question 50

If a consumer is no longer satisfied that her hair is silky smooth after using a brand of shampoo, the link between the stimulus (shampoo) and the response (silky smooth hair) is no longer reinforced. This is an example of:

A) extinction.
B) being forgotten.
C) reassessment.
D) change of consumer's preferences.

Question 51

When watching a commercial on TV a consumer looks at an image for a few seconds and then looks away. This person will then retain an after-image which is packed with information to be processed later even though it is very short-lived. The memory storage area this example refers to is the:

A) general store.
B) short-term store.
C) long-term store.
D) sensory store.

Question 52

_____ 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 behaviours.

A) Classical conditioning
B) Behavioural
C) Instrumental conditioning
D) Cognitive

Question 53

When a learning schedule is spread out over a period of time, a firm would be employing:

A) classical learning.
B) massed learning.
C) distributed learning.
D) conditioned learning.

Question 54

'Learning based on mental activity' defines:

A) cognitive learning.
B) massed learning.
C) classical learning.
D) knowledge.

Question 55

_____ theorists believe that people learn through mental processes.

A) Behavioural
B) Cognitive
C) Affective
D) Involvement

Question 56

A critical component of instrumental conditioning is:

A) understanding customer needs.
B) punishment.
C) reinforcement.
D) repetition.

Question 57

In order to teach her son to say 'please', a mother gives her son 50 cents every time he says 'please' when asking for something. The mother is employing:

A) negative reinforcement.
B) instrumental conditioning.
C) classical conditioning.
D) stimulus generalisation.

Question 58

The focus on cognitive learning is not on the stimulus but rather on one's:

A) mental processing of information.
B) knowledge.
C) interaction with the environment.
D) vicarious learning.

Question 59

Fear appeals in ad messages are a form of:

A) positive reinforcement.
B) negative reinforcement.
C) classical conditioning.
D) behavioural conditioning.

Question 60

A person's information processing ability is dictated by his/her cognitive ability and the:

A) urgency of the particular problem.
B) complexity of the information.
C) nature of the environment.
D) quantity of information.

Question 61

Information is stored in long-term memory in two ways. Tim is able to remember the fact that he went to the cinema on a Saturday last month because we store data ______ and he is able to remember the plot, actors and director because we also store data _______.

A) episodically; dramatically
B) semantically; episodically
C) dramatically; semantically
D) episodically; semantically

Question 62

Which of the following types of information would not be generally handled by the right side of the brain?

A) Nonverbal.
B) Timeless.
C) Pictorial.
D) All would be handled by the right side.

Question 63

A behavioural learning theorist would seek to measure consumer brand loyalty in terms of:

A) consumer attitude.
B) congruence of consumer values with product benefits.
C) purchase consistency.
D) none of the above.

Question 64

The greater the number of competitive ads in a product category, the lower the recall of brand claims in a specific ad. This is due to ______, which cause confusion with competing ads.

A) encoding effects
B) contradicting cues
C) interference effects
D) repetition methods

Question 65

According to the right-brain, passive-processing-of-information theory, the most effective advertisements would be:

A) long television commercials with strong visual emphasis.
B) short television spots repeated frequently.
C) radio spots that have very little verbal content.
D) magazine ads with technical explanations.

Question 66

A consumer's degree of involvement is characterised by three properties: intensity, direction and:

A) consumer belief.
B) behaviour.
C) persistence.
D) time.

Question 67

For ____-involvement purchases, the central route to persuasion, provoking considered thought about the product, is likely to be a highly effective marketing strategy. For ___-involvement purchases, the peripheral route to persuasion is likely to be more effective.

A) high; low
B) low; high
C) high; medium
D) none of the above.

Question 68

The total package of associations brought to mind when a cue is activated is called:

A) activation.
B) encoding.
C) a schema.
D) chunking.

Question 69

Brand loyalty has been defined by both:

A) beliefs and behaviour.
B) product knowledge and behaviour.
C) product knowledge and beliefs.
D) behaviour and attitudes.

Question 70

Hemispheral lateralisation is also known as:

A) low-involvement processing.
B) split-brain theory.
C) high-involvement processing.
D) cognitive activity.

Question 71

The first consequence of information overload will likely be:

A) poor purchases.
B) confusion.
C) a loss of processing power.
D) a processing blockage.

Question 72

Which of the following statements about high-involvement purchases would not necessarily be true?

A) They have a high personal relevance.
B) There are high levels of perceived risk which accompany them.
C) They lead to extensive decision making.
D) They deal with expensive products.

Question 73

According to the split-brain theory, the right hemisphere of the brain is responsible for ______, and the left hemisphere of the brain is concerned with ______.

A) cognitive activities; reading
B) reading; speaking
C) nonverbal information; cognitive
D) speaking; pictorial information

Question 74

Defining brand loyalty by repurchase would be on the basis of:

A) beliefs.
B) attitudes.
C) product knowledge.
D) behaviour.

Question 75

The _______ model suggests that a person's level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.

A) consumer involvement
B) consumer behaviour
C) purchase intention
D) elaboration likelihood

Question 76

If you subscribe to hemispheral lateralisation, then you believe television is a:

A) cognitive-intense activity.
B) high-involvement activity.
C) right-brain activity.
D) full-system activity.

Question 77

The basic premise of the split-brain theory is that the right and left hemispheres of the brain specialise in the kinds of information they process. This theory is also known as:

A) behavioural conditioning.
B) hemispheral lateralisation.
C) cognitive dissonance.
D) passive learning.

Question 78

It has been found that advertising messages are most effective when they combine the product's attributes with the benefits. This aids the process of information _____ within a consumer.

A) confusion
B) encoding
C) storage
D) retrieval

Question 79

When looking at a print advertisement for scar-healing cream with a large amount of written information about the product, Andrea's analysis of this advertisement will most likely be dominated by the area of her brain called the:

A) front hemisphere.
B) back hemisphere.
C) left hemisphere.
D) right hemisphere.

Question 80

When consumers are presented with too much information, called _______, they may encounter difficulty in encoding and storing it.

A) overcapacity
B) information overload
C) information overflow
D) bombardment