Question 1

________ increase(s) the likelihood that a specific response will occur in the future as the result of particular cues or stimuli.

Accepted Answer

Reinforcement is a concept in behavioral psychology where a behavior is strengthened or made more likely to occur in the future as a result of the consequences of that behavior. Positive reinforcement involves the addition of a rewarding stimulus following a desired behavior, making the behavior more likely to happen again. Negative reinforcement involves the removal of an aversive stimulus after a desired behavior is exhibited, also increasing the likelihood of the behavior's recurrence.

Question 2

In the marketplace, price, styling, packaging, advertising, and store displays all serve as ________ to help consumers fulfill their needs in product-specific ways.

Accepted Answer

These elements act as cues, guiding consumers towards products that can fulfill their needs by attracting their attention and influencing their perception.

Question 3

________ serve to stimulate learning, and ________ are the stimuli that direct them.

Accepted Answer

Motives are internal states that arouse and direct behavior towards specific objects or goals, and cues are external stimuli that guide actions by signaling the presence of reinforcement or punishment.

Question 4

There are two different theories on how people learn - the ________ theories and the ________ theories.

Accepted Answer

Behavioral theories focus on how external stimuli affect observable behaviors, while cognitive theories emphasize the role of mental processes in learning.

Question 5

At some point, an individual can become satiated with numerous exposures to the same message, and both attention and retention will decline. This effect is known as ________.

Accepted Answer

Advertising wear-out occurs when an audience becomes overly familiar with a message, leading to a decrease in attention and retention rates. This happens after numerous exposures to the same advertisement or message.

Question 6

Classical conditioning and instrumental conditioning theory are examples of ________.

Accepted Answer

Classical conditioning and instrumental conditioning are both examples of behavioral learning theories. These theories focus on how behaviors are learned and modified through interaction with the environment, emphasizing the role of stimuli and responses rather than internal thoughts and cognition.

Question 7

At Gino's Italian Bistro, waitresses ask each table whether or not they have dined at Gino's before. A manager is sure to stop by every table with first-time guests to thank them for trying the restaurant and to encourage them to return. In this case, the manager visit constitutes ________ for the guests, making them feel like restaurant staff really care about the quality of their experience.

Accepted Answer

The manager's visit acts as reinforcement, encouraging guests to feel valued and appreciated, which can increase the likelihood of them returning.

Question 8

How individuals react to a drive or cue constitutes their ________.

Accepted Answer

The term "response" refers to how individuals react to a drive or cue, indicating their action or behavior in reaction to a specific stimulus or situation.

Question 9

Uncovering ________ is the primary objective of marketers as they seek to teach consumers how they can fill their needs by buying certain products and brands.

Accepted Answer

Uncovering consumer motives is essential for marketers because it helps them understand why consumers make the purchases they do, enabling them to tailor their marketing strategies to meet these needs and motivations.

Question 10

Unfilled needs lead to ________, which spurs learning.

Accepted Answer

Unfilled needs create a state of motivation, which then drives individuals to learn in order to fulfill those needs.

Question 11

If you usually listen to the 6 o'clock news while waiting for dinner to be served, 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 ________.

Accepted Answer

This scenario is an example of classical conditioning, a learning process first described by Ivan Pavlov. In classical conditioning, a neutral stimulus (the 6 o'clock news) becomes associated with an unconditioned stimulus (dinner) that naturally produces an unconditioned response (mouth watering). Over time, the neutral stimulus alone can elicit a conditioned response (mouth watering in anticipation of dinner) without the unconditioned stimulus being presented.

Question 12

Jonas knows the tagline from the local oil change vendor, which is frequently advertised on the radio station he listens to. However, Jonas does not have a car and is not interested in oil changes. His awareness of the tagline was most likely due to ________.

Accepted Answer

Jonas's awareness of the tagline, despite not having a car or an interest in oil changes, is an example of incidental learning. This type of learning occurs unintentionally and without any deliberate effort to learn the information.

Question 13

When a professor reviews a certain topic many times, he or she is practicing ________.

Accepted Answer

Repetition conditioning involves the process of reinforcing a behavior or knowledge by repeatedly exposing the subject to the stimulus, in this case, the topic being reviewed. This method is commonly used in educational settings to enhance learning and memory retention.

Question 14

Which of the following theories assumes that learning takes place as the result of responses to external events?

Accepted Answer

Behavioral learning theory posits that learning is a result of the associations formed between stimuli and responses, emphasizing the importance of external events in the learning process.

Question 15

In a consumer behavior context, the previously acquired consumer perception of an existing product is the ________. When consumers try a new product by the same brand because they believe that the new product embodies the same attribute with which the brand's existing products are associated, this is the ________.

Accepted Answer

The answer of In a consumer behavior context, the previously...

Question 16

Which of the following was demonstrated by Ivan Pavlov?

Accepted Answer

Ivan Pavlov is best known for his work on classical conditioning, demonstrated through his experiments with dogs, where he showed how a neutral stimulus, when paired with an unconditioned stimulus, could elicit a conditioned response.

Question 17

Under ________, the consumer can be viewed as an information seeker who uses logical and perceptual relations among events, along with his or her own preconceptions, to form a sophisticated representation of the world.

Accepted Answer

The answer of Under ________, the consumer can be viewed...

Question 18

From a marketing perspective, the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior, which evolves and changes as consumers acquire knowledge from experience, observation, and interactions with others to impact future behavior, is known as ________.

Accepted Answer

Consumer learning describes the process through which consumers gain knowledge and experience about purchases and consumption, which they then use to influence future behavior. This learning evolves over time as consumers gather more information through experiences, observations, and interactions.

Question 19

Learning acquired by accident or without much effort is known as ________ learning.

Accepted Answer

Incidental learning refers to learning that occurs without the intention to learn, often as a byproduct of another activity. It happens without much effort or conscious thought on the part of the learner.

Question 20

In a consumer behavior context, a(n) ________ might consist of a well-known brand symbol that implies quality, whereas a(n) ________ might consist of new products bearing the well-known symbol.

Accepted Answer

An unconditioned stimulus is something that inherently triggers a response without the need for learning, such as a well-known brand symbol implying quality. A conditioned stimulus is something that, after association with an unconditioned stimulus, comes to trigger a conditioned response, like new products bearing the well-known symbol.

Quiz 5: Consumer Learning