Question 1

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 central variable in the learning process itself, which involves drive, cue, response, and reinforcement.

Question 2

Kia Motors offers a 10-year,100,000-mile warranty for the Kia Soul automobile,its strategy is to reduce consumers' __________ and encourage purchases.
A) behavioral learning
B) cognitive learning
C) brand loyalty
D) perceived risk
E) postpurchase dissonance

Accepted Answer

Kia's strategy of offering a 10-year, 100,000-mile warranty aims to reduce consumers' perceived risk of purchasing a Kia Soul. By offering a lengthy warranty, Kia is essentially promising consumers that if anything goes wrong with their car during the given time frame, they will cover the costs of repairs or replacements. This reduces the perceived risk associated with purchasing the car, making it more likely that consumers will feel comfortable making the purchase.

Question 3

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,the great taste of the sandwich is a(n)__________.
A) reinforcement
B) achievement
C) drive
D) cue
E) response

Accepted Answer

The great taste of the sandwich serves as a reinforcement, which is a reward that strengthens the likelihood of the behavior being repeated. In this case, the behavior of buying and eating a Subway sandwich is reinforced by the great taste, making it more likely that the person will return in the future for another sandwich.

Question 4

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

Accepted Answer

Reinforcement is the reward that is given to a consumer to increase the chances of a desired behavior being repeated. It can be in the form of positive reinforcement (reward for desired behavior) or negative reinforcement (removal of unpleasant stimuli for desired behavior).

Question 5

Laura was thrilled to begin her new job after she graduated from college.Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?
A) a subscription to The Wall Street Journal
B) a smartphone
C) flowers to decorate her new apartment
D) a new outfit for her first day at work
E) a pair of jeans to wear on weekends

Accepted Answer

A new outfit for her first day at work would have the greatest perceived risk for Laura because it is directly related to her job performance and making a good first impression on her new colleagues and superiors. The other options (subscription to The Wall Street Journal, a smartphone, flowers to decorate her new apartment, and a pair of jeans) are less directly related to her job and therefore would not have as much perceived risk.

Question 6

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, a form of behavioral learning where a stimulus that initially has no meaning becomes associated with a particular outcome, leading to a learned response. The dogs learned to associate the sound of the bell with the presentation of food, leading to salivation. Eventually, the sound of the bell alone was enough to elicit the learned response of salivation, even without the presentation of food.

Question 7

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

Accepted Answer

A cue is a stimulus or symbol that is perceived by consumers, which triggers a response or behavior. Examples of cues in marketing can be a jingle or slogan, a logo, a brand name, packaging, or even a celebrity endorsement.

Question 8

Using the same brand name for different products,such as Tylenol Cold & Flu and Tylenol P.M.,is an example of
A) selective comprehension.
B) selective retention.
C) stimulus discrimination.
D) stimulus generalization.
E) routine problem solving.

Accepted Answer

Stimulus generalization is the act of responding in the same way to stimuli that seem to be similar or related to the original stimulus. Using the same brand name for different products is an example of this, as consumers may associate the Tylenol brand with pain relief and therefore be more likely to purchase Tylenol Cold & Flu or Tylenol P.M. because of that association.

Question 9

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 statement refers to behavioral learning. This involves developing automatic responses or habits through repeated exposure to a situation or stimulus. Examples of behavioral learning include classical and operant conditioning. Perceptual learning is the process of becoming more skilled at interpreting sensory information, while retentive learning refers to the ability to remember and recall information. Functional learning and motivated learning are not recognized categories of learning.

Question 10

Those behaviors that result from (1)repeated experience and (2)reasoning is referred to as
A) psychosocial edification.
B) acculturation.
C) attitudinal identification.
D) wisdom.
E) learning.

Accepted Answer

Learning is the process of acquiring knowledge, skills, attitudes, or values through experience, study, or instruction. When a behavior results from repeated experience and reasoning, it is considered learned behavior. Therefore, option E is the best choice.

Question 11

of the following are marketing strategies designed to reduce consumers' perceived risk and encourage purchases EXCEPT:
A) securing endorsements from influential people.
B) providing warranties and guarantees.
C) providing free trials of the product.
D) obtaining seals of approval.
E) using subliminal advertising.

Accepted Answer

Subliminal advertising is not a marketing strategy designed to reduce consumers' perceived risk and encourage purchases. It involves using messages that are presented below the threshold of conscious awareness, with the hope of influencing consumers' behavior without their explicit knowledge or consent. This type of advertising is controversial and is not typically used as a risk reduction tactic. The other options (securing endorsements, providing warranties and guarantees, providing free trials, and obtaining seals of approval) are all methods commonly used to reduce perceived risk and increase consumer confidence in a product or service.

Question 12

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 physiological drive that is a result of an internal state of need, which motivates an organism to seek out and consume food. In this scenario, the hunger drive is what leads the individual to purchase and eat the sandwich, making it the best answer choice. Reinforcement, cue, response, and prompt refer to other aspects of behavioral learning that are not as relevant in this particular scenario.

Question 13

Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter,its strategy is to reduce a consumer's __________ and encourage purchases.
A) consumer angst
B) cognitive dissonance
C) perceived risk
D) purchase anxiety
E) consumer cynicism

Accepted Answer

By using the Good Housekeeping Seal, Clorox is aiming to reduce the consumer's perceived risk of purchasing Fresh Step cat litter. The seal gives assurance to customers that the product has undergone rigorous testing and meets certain quality standards, thus reducing their anxiety about the product's effectiveness.

Question 14

need that moves an individual to action is a(n)__________.
A) drive
B) cue
C) attitude
D) response
E) reinforcement

Accepted Answer

Drive is defined as a psychological tension and arousal that motivates a person to act in order to fulfill a need or want. Therefore, it is the best choice as it directly relates to actions and movements. Cues are signals that trigger a learned behavior, attitudes are beliefs or feelings that guide behavior, responses are actions taken in reaction to stimuli, and reinforcement is a consequence that increases the likelihood of a behavior being repeated.

Question 15

fear of physical harm,the size of financial outlay required to buy the product,product performance,and even the lack of approval of friends are all examples of factors that contribute to
A) consumer angst.
B) cognitive dissonance.
C) purchase anxiety.
D) perceived risk.
E) consumer cynicism.

Accepted Answer

These factors all contribute to the perceived risk that a consumer associates with purchasing a product. Perceived risk refers to the degree of uncertainty and potential negative consequences associated with a purchase decision.

Question 16

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,seeing a TV ad for Subway is a __________.
A) drive
B) reinforcement
C) cue
D) response
E) prompt

Accepted Answer

In terms of behavioral learning, seeing a TV ad for Subway serves as a cue. A cue is a stimulus or signal in the environment that triggers a particular behavior or response. In this case, the TV ad serves as a cue for the person to go to Subway and purchase a sandwich.

Question 17

Learning refers to
A) one's education that has been transferred from short-term to long-term memory.
B) those behaviors that result from (1) repeated experience and (2) 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 learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

Accepted Answer

Learning involves both repeated experiences and reasoning to create a change in behavior. The other choices refer to specific processes or definitions, but do not encompass the entirety of learning as B does.

Question 18

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

Accepted Answer

The action taken by a consumer to satisfy a drive is referred to as a response. Cues are stimuli that trigger a response, motivators are factors that drive behavior, and demotivators are factors that hinder or discourage behavior.

Question 19

a response elicited by one stimulus is generalized to another stimulus,it is called a
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 is generalized to another stimulus that is similar in some way. This can occur in various contexts, such as in marketing where companies may seek to associate their brand with positive associations that consumers have with related stimuli.

Question 20

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,walking to the Subway shop and buying a sandwich is a __________.
A) drive
B) response
C) reinforcement
D) cue
E) prompt

Accepted Answer

The act of walking to the Subway shop and buying a sandwich is a response in behavioral learning, as it is a behavior that is prompted by the cue of the stomach growling and the advertisement for Subway.

Quiz 5: Understanding Consumer Behavior

of the following variables are central to how consumers learn from repeated experience EXCEPT:

Kia Motors offers a 10-year,100,000-mile warranty for the Kia Soul automobile,its strategy is to reduce consumers' __________ and encourage purchases.

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,the great taste of the sandwich is a(n) __________.

__________ is the reward that is given to a consumer.

Laura was thrilled to begin her new job after she graduated from college.Which of the following purchases would most likely have the greatest perceived risk for her the day before she begins the job?

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?

__________ is a stimulus or symbol perceived by consumers.

Using the same brand name for different products,such as Tylenol Cold & Flu and Tylenol P.M.,is an example of

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

Those behaviors that result from (1) repeated experience and (2) reasoning is referred to as

of the following are marketing strategies designed to reduce consumers' perceived risk and encourage purchases EXCEPT:

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 __________.

Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter,its strategy is to reduce a consumer's __________ and encourage purchases.

need that moves an individual to action is a(n) __________.

fear of physical harm,the size of financial outlay required to buy the product,product performance,and even the lack of approval of friends are all examples of factors that contribute to

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,seeing a TV ad for Subway is a __________.

Learning refers to

__________ is the action taken by a consumer to satisfy a drive.

a response elicited by one stimulus is generalized to another stimulus,it is called a

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,walking to the Subway shop and buying a sandwich is a __________.