Question 1

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

Accepted Answer

High-involvement purchases require consumers to put more effort and thought into the decision-making process. Therefore, a central route to persuasion, which relies on strong arguments and logical reasoning to convince consumers, is likely to be more effective. Conversely, low-involvement purchases require less effort and consideration, and consumers are more susceptible to peripheral route persuasion, which focuses on superficial aspects such as brand image and packaging.

Question 2

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

Accepted Answer

High involvement purchases are typically more expensive or require more effort to research and choose, so consumers are more likely to be narrow categorizers and carefully evaluate their options before making a decision. In contrast, low involvement purchases are typically less expensive or require less effort, so consumers are more likely to be broad categorizers and quickly make a decision based on simple criteria such as brand or price.

Question 3

________ 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

Accepted Answer

Massed learning, which involves cramming all studying into one session, leads to more initial learning but the information is not retained as well as it would be with distributed learning, which involves spaced out studying sessions.

Question 4

________ 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

Accepted Answer

Inertia loyalty refers to the purchase of a brand out of habit and convenience without any emotional attachment to the brand. Premium loyalty is the opposite, as it refers to the strong emotional attachment to a brand due to positive experiences or benefits received. Covetous loyalty refers to the desire for a specific product or brand, but not necessarily the willingness to pay a premium for it. No loyalty and conditioned loyalty are not relevant to the question.

Question 5

________ 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

Accepted Answer

The stage of real memory in which information is processed and held for just a brief period is known as short-term store. The other options are not accurate descriptions of this stage. Sensory store holds information for a very short time (less than a second), rehearsal refers to the process of repeating information to transfer it from short-term to long-term store, recall refers to retrieving information from long-term store, and long-term store holds information for an extended period.

Question 6

The process by which we recover information from long-term storage is known as ________.
A) retention
B) decoding
C) encoding
D) retrieval
E) processing

Accepted Answer

The question is asking for the process of recovering information from long-term storage, which is known as retrieval. The other answer choices are related to different processes in memory, but not specifically related to retrieving information from storage. Therefore, option D, retrieval, is the best choice.

Question 7

________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior.
A) Massed learning
B) Passive learning
C) Modeling
D) Positioning
E) Distributed learning

Accepted Answer

Modeling is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior. Massed learning is a learning strategy that involves intensive, rapid, and continuous repetition of a particular task. Passive learning refers to the acquisition of knowledge without active effort or conscious attention. Positioning is the act of placing oneself or something else in a particular position or location. Distributed learning is a learning strategy that involves spreading out study sessions over time.

Question 8

________ 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

Accepted Answer

Passive learning occurs when consumers are exposed to a message repeatedly, leading to changes in behavior before any change in attitude, often without active engagement or conscious processing.

Question 9

________ 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 communications
B) Interference effects; involvement effects
C) Pictorial cues; verbal cues
D) Narrow categorizers; broad categorizers
E) Copy tests; recognition tests

Accepted Answer

Pictorial cues are more effective at generating recall and familiarity with a product, while verbal cues generate cognitive activity that encourages consumers to evaluate the advantages and disadvantages of a product.

Question 10

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

Accepted Answer

The purpose of rehearsal is to hold information in short-term storage long enough for encoding to take place, which is the process of converting information into a form that can be stored in memory.

Question 11

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

Accepted Answer

Co-branding is the practice of using two brand names on a single product or service, where one brand's equity is used to enhance the other brand's equity. This is done to create a unique positioning, differentiate from competitors, or to appeal to a wider target audience.

Question 12

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.
-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

Accepted Answer

Shimmer's reputation for being endorsed by the hair dressers of Hollywood stars is the brand's unconditioned stimulus. This is because it is a naturally occurring stimulus (endorsement by Hollywood hair dressers) that elicits a certain response (perception of high quality shampoo) in consumers without any prior conditioning.

Question 13

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.
-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

Accepted Answer

The answer of SHAMPOO MINI CASE: Shimmer is a well-known...

Question 14

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

Accepted Answer

Cognitive learning theory emphasizes problem solving and gaining control over the environment as key aspects of learning for humans. It suggests that learning is an active, mental process that involves the individual's cognitive structures and processes.

Question 15

Learning based on mental activity is called ________.
A) passive learning
B) massed learning
C) vicarious learning
D) distributed learning
E) cognitive learning

Accepted Answer

Learning based on mental activity is known as cognitive learning, which involves the use of thinking, reasoning, and problem-solving skills. The other choices do not accurately describe learning based on mental activity.

Question 16

Knowledge ________ involves relating new data to old data to make the material more meaningful.
A) retention
B) rehearsal
C) activation
D) shaping
E) encoding

Accepted Answer

Activation involves connecting new information to previously learned knowledge and experiences, making it easier to remember and understand. Retention refers to the ability to store and recall information over time, rehearsal involves repetition to enhance memorization, shaping refers to behavior modification through reinforcement, and encoding is the initial processing and representation of new information in memory.

Question 17

Information that is stored ________ in long-term memory is stored according to significant concepts.
A) episodically
B) semantically
C) passively
D) discriminately
E) comprehensively

Accepted Answer

Information that is stored in long-term memory is primarily stored semantically, which means it is organized based on concepts and meanings rather than specific events or experiences (episodically).

Question 18

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

Accepted Answer

Rehearsal allows information to be transferred from short-term memory to long-term memory.

Question 19

________ 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) Licensing
B) Brand equity
C) Family branding
D) Brand loyalty
E) Encoding

Accepted Answer

Brand equity 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.

Question 20

Reinforcement performed before the desired consumer behavior actually takes place is called ________.
A) positioning
B) licensing
C) preemptive reward
D) shaping
E) passive learning

Accepted Answer

The reinforcement performed before the desired consumer behavior actually takes place is called shaping. It involves rewarding incremental steps towards the desired behavior, gradually leading the consumer to adopt the desired behavior.

Quiz 7: Consumer Learning

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.

For purchases,consumers are more likely to be narrow categorizers,whereas for purchases,consumers are more likely to be broad categorizers.

produce(s) more initial learning,whereas usually persist(s) longer.

________ refers to the purchase of a brand out of habit and convenience without any emotional attachment to the brand.

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

The process by which we recover information from long-term storage is known as ________.

________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior.

________ 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.

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.

The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place.

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.

Cognitive learning theory holds that ________.

Learning based on mental activity is called ________.

Knowledge ________ involves relating new data to old data to make the material more meaningful.

Information that is stored ________ in long-term memory is stored according to significant concepts.

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

________ 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.

Reinforcement performed before the desired consumer behavior actually takes place is called ________.