Question 1

Learning refers to
A)content that has been transferred from short-term to long-term memory.
B)those behaviors that result from repeated experience and reasoning.
C)the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
D)a consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.
E)a predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

Accepted Answer

The answer of Learning refers to
A)content that has been transferred...

Question 2

In behavioral learning, __________ is a stimulus or symbol perceived by consumers.
A)a drive
B)a cue
C)an attitude
D)a response
E)a reinforcement

Accepted Answer

In behavioral learning, a cue is a stimulus or symbol perceived by consumers that triggers a certain behavior or response.

Question 3

Which of the following is a concept from behavioral learning theory that marketers use?
A)selective comprehension
B)selective retention
C)stimulus generalization
D)cognitive dissonance
E)routine problem solving

Accepted Answer

Stimulus generalization is a concept from behavioral learning theory that marketers use. It refers to the process by which consumers respond to similar but not identical stimuli in the same way. Marketers use this concept to create brand recognition and loyalty by associating their products with similar stimuli that consumers already perceive positively.

Question 4

Recall the famous experiment when Dr. Pavlov presented salivating dogs with food at the same time he rang a bell. Eventually, when Pavlov only rang the bell, the dogs would still salivate even though food was not presented. What consumer behavior principle was involved in this research?
A)cognitive learning
B)the scientific method
C)behavioral learning
D)attitude formation
E)cognitive dissonance

Accepted Answer

Pavlov's experiment is an example of classical conditioning, which is a type of behavioral learning. The dogs' behavior (salivating) was a response to a previously neutral stimulus (the bell) that became associated with the presentation of food. Therefore, the answer is C - Behavioral learning.

Question 5

One evening while watching TV, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a
A)reinforcement.
B)cue.
C)response.
D)prompt.
E)drive.

Accepted Answer

Hunger is a drive, which is a primary motivator for behavior in behavioral learning theory.

Question 6

In behavioral learning, a __________ is the reward that is given to a consumer.
A)cue
B)stimulus
C)motivator
D)response
E)reinforcement

Accepted Answer

In behavioral learning, a reinforcement is a consequence that increases the likelihood of a behavior being repeated in the future. In this context, a reward given to a consumer serves as a positive reinforcement, strengthening the behavior that led to the reward. Therefore, the correct answer is E, reinforcement.

Question 7

If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold and Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an example of
A)stimulus generalization.
B)selective comprehension.
C)selective retention.
D)stimulus discrimination.
E)routine problem solving.

Accepted Answer

This strategy is an example of stimulus generalization as the same brand name is used for different products, which leads to a response to one product transferring to another due to the similar brand name.

Question 8

While watching TV one evening, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, the great taste of the sandwich is
A)a reinforcement.
B)an achievement.
C)a drive.
D)a cue.
E)a response.

Accepted Answer

The great taste of the sandwich serves as a reinforcement, which increases the likelihood of the individual repeating the behavior of going to Subway and buying a sandwich. This is due to the positive feeling (satisfaction) that resulted from the behavior (buying the sandwich), which reinforces the behavior (the likelihood of repeating the behavior increases).

Question 9

The process of developing automatic responses to a situation built up through repeated exposure to it is referred to as
A)perceptual learning.
B)retentive learning.
C)functional learning.
D)motivated learning.
E)behavioral learning.

Accepted Answer

The process described in the question, where automatic responses are developed through repeated exposure, is known as behavioral learning. Therefore, the best choice is E. The other options (perceptual learning, retentive learning, functional learning, and motivated learning) do not accurately describe this specific type of learning.

Question 10

You need to buy a gift for a young cousin's birthday. You go to the mall and see a girl wearing a Hello Kitty T-shirt. You remember there is a store in the mall with a lot of Hello Kitty merchandise so you go there and buy a little backpack. When you give it to your cousin, she is very excited. In terms of behavioral learning, seeing the girl with the Hello Kitty shirt was a
A)drive.
B)reinforcement.
C)cue.
D)response.
E)prompt.

Accepted Answer

The girl wearing the Hello Kitty T-shirt served as a cue for the person to remember the store with Hello Kitty merchandise and buy the backpack as a gift.

Question 11

In behavioral learning, a need that moves an individual to action is
A)a drive.
B)a cue.
C)an attitude.
D)a response.
E)a reinforcement.

Accepted Answer

A drive is a state of tension or arousal that motivates an individual to take action to reduce that tension. It is the need or desire that moves an individual to take action in behavioral learning. The other options are not related to the initial need or desire that motivates the individual to take action.

Question 12

While watching TV one evening, your stomach growls. You see an ad for Jimmy John's. You walk to Jimmy John's and buy a sandwich, which tastes great. In terms of behavioral learning, walking to the sandwich shop and buying a sandwich is a
A)drive.
B)response.
C)reinforcement.
D)cue.
E)prompt.

Accepted Answer

The act of walking to Jimmy John's and buying a sandwich is the response in this scenario. The stomach growling serves as the cue, the enjoyment of the sandwich is the reinforcement, and hunger is the drive.

Question 13

Those behaviors that result from repeated experience and reasoning are referred to as
A)psychosocial edification.
B)acculturation.
C)attitudinal identification.
D)wisdom.
E)learning.

Accepted Answer

The question is asking for a term that describes behaviors that result from repeated experience and reasoning. The most appropriate term for this is learning. Psychosocial edification, acculturation, attitudinal identification, and wisdom are related concepts, but they do not specifically refer to behaviors resulting from repeated experiences and reasoning.

Question 14

All of the following variables are central to how consumers learn from repeated experience except
A)purchase.
B)reinforcement.
C)response.
D)drive.
E)cue.

Accepted Answer

Purchase is not a variable in the learning process. Rather, it is the outcome of the process. Reinforcement, response, drive, and cue are all variables that can influence how consumers learn from repeated experience.

Question 15

If a consumer tries a new coffee drink at Starbuck and hates it, which variable of behavioral learning has been ineffective?
A)reinforcement
B)achievement
C)drive
D)cue
E)response

Accepted Answer

Reinforcement is the variable that influences behavior by providing a positive consequence that encourages the behavior to be repeated. In this case, if the consumer did not enjoy the new coffee drink, it means that the reinforcement was not effective enough to encourage them to try it again.

Question 16

While watching TV one evening, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, seeing a TV ad for Subway is a
A)drive.
B)reinforcement.
C)cue.
D)response.
E)prompt.

Accepted Answer

In behavioral learning, a cue is a signal that triggers a particular response. The TV ad for Subway acted as a cue, signaling to the individual that they were hungry and reminding them of Subway as a solution to their hunger.

Question 17

______________ occurs when a response elicited by one stimulus (cue) is generalized to another stimulus. Using the same brand name for different products is an application of this concept.
A)Selective comprehension
B)Selective retention
C)Stimulus generalization
D)Stimulus discrimination
E)Routine problem solving

Accepted Answer

Stimulus generalization occurs when a response elicited by one stimulus (cue) is generalized to another stimulus. In this case, using the same brand name for different products is an application of stimulus generalization, as consumers may have positive associations with the brand and transfer those associations to new products from the same brand.

Question 18

You are sleepy before your 8 a.m. class and you notice the Starbucks on the walk to school. You stop for a drink and purchase something new that you really enjoy. The next day you do the same, and soon this has become a habit. This process is an example of
A)cognitive learning.
B)the scientific method.
C)behavioral learning.
D)attitude formation.
E)cognitive dissonance.

Accepted Answer

This process is an example of behavioral learning, as the individual is developing a habit through repeated actions and rewards (enjoying the drink).

Question 19

In behavioral learning, a __________ is the action taken by a consumer to satisfy a drive.
A)cue
B)demotivator
C)motivator
D)response
E)stimulus

Accepted Answer

In behavioral learning, the consumer's action taken to satisfy a drive is called a response. A response can be any behavior or action taken by the consumer to reach a certain goal or satisfy a specific need or desire.

Question 20

You need to buy a gift for a young cousin's birthday. At the mall you see a girl wearing a Hello Kitty T-shirt. You remember there is a store nearby with a lot of Hello Kitty merchandise so you go there and buy a little backpack. When you give it to your cousin, she is very excited. In terms of behavioral learning, your purchase at the Hello Kitty store was a
A)drive.
B)response.
C)reinforcement.
D)cue.
E)prompt.

Accepted Answer

The answer of You need to buy a gift for...

Quiz 5: Understanding Consumer Behavior

Learning refers to

In behavioral learning, __________ is a stimulus or symbol perceived by consumers.

Which of the following is a concept from behavioral learning theory that marketers use?

Recall the famous experiment when Dr. Pavlov presented salivating dogs with food at the same time he rang a bell. Eventually, when Pavlov only rang the bell, the dogs would still salivate even though food was not presented. What consumer behavior principle was involved in this research?

One evening while watching TV, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, your hunger is a

In behavioral learning, a __________ is the reward that is given to a consumer.

If McNeil Consumer Healthcare uses the same brand name for different products such as Tylenol Cold and Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an example of

While watching TV one evening, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, the great taste of the sandwich is

The process of developing automatic responses to a situation built up through repeated exposure to it is referred to as

In behavioral learning, a need that moves an individual to action is

While watching TV one evening, your stomach growls. You see an ad for Jimmy John's. You walk to Jimmy John's and buy a sandwich, which tastes great. In terms of behavioral learning, walking to the sandwich shop and buying a sandwich is a

Those behaviors that result from repeated experience and reasoning are referred to as

All of the following variables are central to how consumers learn from repeated experience except

If a consumer tries a new coffee drink at Starbuck and hates it, which variable of behavioral learning has been ineffective?

While watching TV one evening, your stomach growls. You see an ad for Subway. You walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral learning, seeing a TV ad for Subway is a

______________ occurs when a response elicited by one stimulus (cue) is generalized to another stimulus. Using the same brand name for different products is an application of this concept.

You are sleepy before your 8 a.m. class and you notice the Starbucks on the walk to school. You stop for a drink and purchase something new that you really enjoy. The next day you do the same, and soon this has become a habit. This process is an example of

In behavioral learning, a __________ is the action taken by a consumer to satisfy a drive.