Question 1

Which of the following statements about brand loyalty is most accurate?
A) Learning has little affect on brand loyalty because most habits are instinctual.
B) Brand loyalty increases the perceived risk associated with impulse purchases.
C) The incidence of brand loyalty is steadily rising in North America.
D) Brand loyalty results from the positive reinforcement of previous actions.
E) The best way to enhance brand loyalty is to brand all new products with the same brand name.

Accepted Answer

Brand loyalty is a result of positive reinforcement of previous actions. This means that when a customer has a positive experience with a brand, they are more likely to continue using that brand in the future. This can be strengthened through various means, such as loyalty programs or consistent high-quality products. The other options are not accurate. A is incorrect because habits can be learned through experience. B is incorrect because brand loyalty can actually decrease perceived risk for repeat purchases. C is incorrect because there is no evidence to suggest that brand loyalty is steadily rising in North America. E is incorrect because branding all new products with the same name may not necessarily enhance brand loyalty if the products are not of the same quality or do not align with the brand image.

Question 2

Consumers' ability to perceive taste differences in chocolate bars is an example of
A) cognitive dissonance.
B) stimulus discrimination.
C) selective retention.
D) selective comprehension.
E) stimulus generalization.

Accepted Answer

Stimulus discrimination refers to a consumer's ability to differentiate between similar but distinct products or stimuli, such as different brands or flavors of chocolate bars. This is different from stimulus generalization, which refers to a consumer's tendency to respond in a similar manner to different but similar products or stimuli. Cognitive dissonance, selective retention, and selective comprehension are all cognitive processes that occur after a purchase has been made.

Question 3

Brand loyalty refers to
A) the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.
B) a favorable attitude toward and consistent purchase of a single brand over time.
C) a formalized agreement of a vendor to carry one brand over another because it views the quality of that brand to be superior to all others.
D) the willingness of consumers to try a new product in a product line based upon their satisfaction with other products in the line.
E) the faith that other products manufactured by the same company with the same brand name will be of the same quality.

Accepted Answer

Brand loyalty refers to the consumer consistently purchasing a specific brand over time and having a favorable attitude towards it. It goes beyond simply considering a brand acceptable or trying new products within a brand line. It is also not a formal agreement between a vendor and a brand. Therefore, choice B is the best answer.

Question 4

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

Accepted Answer

This strategy is an example of stimulus generalization, as the brand name is applied to different products and consumers may associate the brand with certain qualities or benefits across all products.

Question 5

Comparative advertising,in which one brand is compared to another,is intended to cause consumers to perceive differences between the products featured in the advertising.Marketers who use comparative advertising are trying to use __________ to make consumers believe that its product is better than a competitor's offering.
A) cognitive dissonance
B) selective retention
C) selective comprehension
D) stimulus generalization
E) stimulus discrimination

Accepted Answer

Stimulus discrimination is used in comparative advertising to highlight differences between brands, making consumers perceive one as superior.

Question 6

consumer's subjective perception of how a product or brand performs on different attributes based on personal experience,advertising,and discussions with other people are referred to as __________.
A) beliefs
B) values
C) attitudes
D) predispositions
E) opinions

Accepted Answer

Beliefs refer to the consumer's subjective perception of how a product or brand performs on different attributes, influenced by personal experience, advertising, and discussions with others.

Question 7

Linda contends that she can taste the difference between fat-free cheeses and those with regular fat content.Linda is exhibiting
A) cognitive dissonance.
B) selective retention.
C) stimulus discrimination.
D) selective comprehension.
E) stimulus generalization.

Accepted Answer

Linda is exhibiting stimulus discrimination, which refers to the ability to distinguish between similar but distinct stimuli. In this case, Linda is claiming to be able to distinguish between fat-free cheese and regular cheese based on taste.

Question 8

you hold a personal value of being thrifty,then you probably will have a positive __________ toward automobiles with good fuel economy.
A) belief
B) value
C) attitude
D) motivation
E) perception

Accepted Answer

The personal value of being thrifty would likely translate to a positive attitude toward automobiles with good fuel economy. Attitude refers to a person's overall evaluation or affective response to an object or concept. In this case, the concept is automobiles with good fuel economy, and the positive evaluation or affective response would be linked to the personal value of thriftiness. Beliefs refer to a person's cognitive acceptance or rejection of an idea, and motivation refers to the driving force behind a person's behavior. Perception refers to a person's interpretation of sensory information. While these factors may influence a person's attitude toward fuel-efficient cars, attitude is the most directly linked to the personal value of thriftiness.

Question 9

Which of following statements is NOT true about attitudes?
A) Marketers are primarily concerned with American core values when developing advertising messages.
B) Attitudes are learned.
C) Attitudes are shaped by one's values and beliefs.
D) An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.
E) Personal values affect attitudes by influencing the importance assigned to specific product attributes.

Accepted Answer

The statement that marketers are primarily concerned with American core values when developing advertising messages is not true because attitudes are shaped by a variety of factors, including cultural and individual differences. Therefore, marketers must take into account the attitudes of their target audience and develop messages that are relevant to them, rather than relying solely on American core values.

Question 10

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1)changing beliefs about the extent to which a brand has certain attributes; (2)__________; and (3)adding new attributes to the product.
A) reinforcing the consumers' sense of self confidence in making wise purchase decisions
B) actively educating consumers about the product's competitive advantages
C) changing the perceived importance of attributes
D) refocusing a consumer's attention from one attribute to another
E) denigrating the attributes of competitors' products

Accepted Answer

The answer of Marketers use three approaches to try to...

Question 11

back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor.This is an example of
A) using a behavioral learning technique.
B) reducing perceived risk.
C) create stimulus generalization.
D) using a cognitive learning technique.
E) using an attitudinal learning technique.

Accepted Answer

Using chicken broth for added flavor involves a cognitive learning technique as it encourages consumers to think about and apply a new method to enhance the taste of the rice mix.

Question 12

Considerable research has documented that in many product categories,consumers are unable to distinguish among brands when given blind tests (i.e.,taste or use of the products without labels).Such products include soft drinks,coffee,and cosmetics.Nonetheless,even when prices are similar,consumers have strong preferences for specific brands of these product categories.This strong brand preference is the result of
A) extended problem solving.
B) limited problem solving.
C) routine problem solving.
D) high-involvement problem solving.
E) personal problem solving.

Accepted Answer

The scenario described here matches with routine problem solving since consumers are not investing much time and effort in making decisions about the purchase of the product. Rather they rely on their previous experiences or habit and make a quick decision. The strong brand preference despite the inability to differentiate among them in blind tests is the result of the consumers' routine problem-solving behavior.

Question 13

favorable attitude toward and consistent purchase of a single brand over time is referred to as
A) stimulus generalization.
B) attitudinal discrimination.
C) brand loyalty.
D) behavioral loyalty.
E) consumer allegiance.

Accepted Answer

Brand loyalty refers to a customer's favorable attitude toward and consistent purchase of a single brand over time, rather than buying from competing brands. This behavior can be a result of various factors, including a positive experience with a brand, perceived quality, brand reputation, and loyalty programs.

Question 14

Betty Crocker repeatedly advertises that baking a cake from one of its mixes tastes just like homemade,it is influencing which type of learning?
A) stimulus discrimination
B) cognitive learning
C) brand loyalty
D) stimulus generalization
E) behavioral learning

Accepted Answer

The answer of Betty Crocker repeatedly advertises that baking a...

Question 15

learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as a(n)__________.
A) attitude
B) belief
C) value
D) motivation
E) perception

Accepted Answer

An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. This can be based on emotions, beliefs, values, and past experiences. Attitudes can influence behavior and can be positive or negative.

Question 16

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?
A) stimulus discrimination
B) cognitive learning
C) attitudinal learning
D) stimulus generalization
E) behavioral learning

Accepted Answer

The answer of Making connections between two or more ideas...

Question 17

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1)__________; (2)changing the perceived importance of attributes; and (3)adding new attributes to the product.
A) reinforcing the consumers' sense of self confidence in making wise purchase decisions
B) actively educating consumers about the product's competitive advantages
C) refocusing a consumer's attention from one attribute to another
D) changing beliefs about the extent to which a brand has certain attributes
E) denigrating the attributes of competitors' products

Accepted Answer

The answer of Marketers use three approaches to try to...

Question 18

Beliefs refer to
A) a person's consistent behaviors or responses to recurring situations.
B) a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.
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.
E) the moral and ethical precepts that guide a person's behavior.

Accepted Answer

The answer of Beliefs refer to
A) a person's consistent behaviors...

Question 19

person's ability to perceive differences in stimuli is referred to as
A) selective comprehension.
B) selective retention.
C) stimulus generalization.
D) stimulus discrimination.
E) routine problem solving.

Accepted Answer

The person's ability to perceive differences in stimuli is known as stimulus discrimination. This means that a person can tell the difference between similar stimuli and can identify unique qualities in each stimulus.

Question 20

attitude refers to
A) a person's consistent behaviors or responses to recurring situations.
B) the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
C) 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.
D) the feelings one has about the preferable modes of conduct that tend to persist over time.
E) a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

Accepted Answer

Attitude refers to a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

Quiz 5: Understanding Consumer Behavior

Which of the following statements about brand loyalty is most accurate?

Consumers' ability to perceive taste differences in chocolate bars is an example of

Brand loyalty refers to

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

consumer's subjective perception of how a product or brand performs on different attributes based on personal experience,advertising,and discussions with other people are referred to as __________.

Linda contends that she can taste the difference between fat-free cheeses and those with regular fat content.Linda is exhibiting

you hold a personal value of being thrifty,then you probably will have a positive __________ toward automobiles with good fuel economy.

Which of following statements is NOT true about attitudes?

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) changing beliefs about the extent to which a brand has certain attributes; (2) __________; and (3) adding new attributes to the product.

back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor.This is an example of

favorable attitude toward and consistent purchase of a single brand over time is referred to as

Betty Crocker repeatedly advertises that baking a cake from one of its mixes tastes just like homemade,it is influencing which type of learning?

learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as a(n) __________.

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________; (2) changing the perceived importance of attributes; and (3) adding new attributes to the product.

Beliefs refer to

person's ability to perceive differences in stimuli is referred to as

attitude refers to