Question 1

________ results in the selection of a specific stimulus from among similar stimuli.

Accepted Answer

Stimulus discrimination refers to the ability to distinguish between different stimuli, even if they are similar, and respond differently to them. This process involves recognizing and responding to the unique aspects of a specific stimulus while ignoring others that are similar but not the same.

Question 2

From a marketer's perspective, ________ involves obtaining the desired result from using a particular product or service.

Accepted Answer

Positive reinforcement involves obtaining a desired outcome or result from using a particular product or service, which encourages the continued use or purchase of that product or service. This concept is widely used in marketing to build customer loyalty and repeat business.

Question 3

Manufacturers of private-label brands try to make their packaging closely resemble the national brand leaders. They are hoping that consumers will engage in ________ and attribute the qualities of the leading national brand to the private-label brand by virtue of their similar packaging appearance.

Accepted Answer

Manufacturers aim for stimulus generalization, where consumers associate the qualities of a well-known brand with a similar-looking private-label brand, due to their packaging resemblance.

Question 4

Forgetting is often related to the passage of time, and it is also referred to as ________.

Accepted Answer

Decay theory suggests that memory fades due to the mere passage of time. Information is lost from memory because of the automatic decay or fading of the memory trace.

Question 5

Lucy finds Coca-Cola to be refreshing and tasty. When she attributes this perception to all colas in red cans, she is engaging in ________.

Accepted Answer

Lucy is engaging in stimulus generalization, where she extends her positive feelings about Coca-Cola to all colas in red cans, assuming they will also be refreshing and tasty based on a common characteristic (the color of the can). This is a common phenomenon in consumer behavior where consumers generalize their feelings from one product to similar products.

Question 6

Campbell's Soup Company continues to add new food products to its product line under the Campbell's brand name. This is known as ________.

Accepted Answer

Family branding is a marketing strategy where a company uses its established brand name to introduce new products, leveraging the brand's existing reputation to promote the new items. Campbell's Soup Company using its brand name to add new food products exemplifies this strategy.

Question 7

When Listerine, who makes mouthwash in the form of a liquid, introduced Listerine PocketPacks, a solid form of the product, it was an example of a ________.

Accepted Answer

Listerine PocketPacks represent a product form extension because they are a new form of the existing product (mouthwash), changing from liquid to solid strips, while still serving the same purpose.

Question 8

In cases of ________, behavior is unlearned due to a lack of reinforcement.

Accepted Answer

Extinction in behavioral psychology refers to the process where a conditioned response decreases or disappears because the reinforcement or association that led to the conditioned response is no longer present or has been removed. This concept is often discussed in the context of classical and operant conditioning, where behaviors that are not reinforced eventually diminish.

Question 9

________ strategies are designed to distinguish a product or brand from that of competitors on the basis of an attribute that is relevant, meaningful, and valuable to consumers.

Accepted Answer

Product differentiation strategies focus on making a product or brand stand out by emphasizing unique features or benefits that are important to consumers, distinguishing it from competitors' offerings.

Question 10

Stimulus generalization refers to ________.

Accepted Answer

Stimulus generalization occurs when an organism responds in a similar way to different but related stimuli, indicating that it does not distinguish between them as being different in the context of the conditioned response.

Question 11

Chelsea confuses a private-label brand's packaging with that of a national brand leader. This is an example of ________.

Accepted Answer

Stimulus generalization occurs when a consumer cannot distinguish a private-label brand's packaging from that of a national brand leader, leading to confusion between the two. This is because the private-label brand has designed its packaging to closely mimic or resemble the national brand, causing consumers to generalize their perceptions from the national brand to the private-label brand.

Question 12

According to B.F. Skinner, ________.

Accepted Answer

B.F. Skinner is known for his work on operant conditioning, which involves learning through rewards and punishments in a controlled environment.

Question 13

When Breyers sells Oreo Cookies and Cream ice cream, Breyers purchases ground Oreo cookies for inclusion in the ice cream and prominently displays the Oreo name on its packaging. This is an example of ________.

Accepted Answer

This is an example of licensing, where Breyers has likely obtained permission from Oreo's parent company to use the Oreo brand name and specific product (ground Oreo cookies) in their ice cream. This involves a legal agreement where Breyers pays to use the Oreo trademark.

Question 14

Family branding, licensing, product line extensions, and product form extensions are all marketing strategies based on ________.

Accepted Answer

Family branding, licensing, product line extensions, and product form extensions are strategies that rely on stimulus generalization. This concept involves creating a similar response to different stimuli, leveraging a brand's established reputation to promote new products.

Question 15

In ________, the marketer adds related products to an already established brand.

Accepted Answer

Product line extensions involve adding related products to an already established brand, expanding the range of products under the same brand name to cater to different customer needs or market segments.

Question 16

It is difficult to overthrow a brand leader once stimulus discrimination has occurred because the leader has had a longer period to teach consumers to associate the brand name with the product. In general, the longer the period of learning, ________.

Accepted Answer

The longer the period of learning, the more likely the consumer is to discriminate. This is because extended exposure to a brand allows consumers to recognize and appreciate the unique attributes of the brand, making it harder for competitors to sway these consumers.

Question 17

HSBC positions itself as "the world's local bank." A recent advertising campaign consisted of about 20 ads centered on the theme that "different values make the world a richer place." HSBC's use of different cosmetic variations in their ads while repeating the same advertising theme is an attempt to avoid ________.

Accepted Answer

HSBC's strategy of using different cosmetic variations in their ads while maintaining the same theme is aimed at avoiding advertising wearout, which occurs when an ad becomes too familiar and loses its effectiveness.

Question 18

The product imitator hopes that the consumer will ________, whereas the market leader wants the consumer to ________ among similar stimuli.

Accepted Answer

The product imitator wants the consumer to generalize their product with the leading product, not noticing the differences, while the market leader wants the consumer to discriminate or notice the differences between their product and the imitators, highlighting its unique qualities.

Question 19

Marketing scholars who believe the ________ believe three exposures to an advertisement are needed: one to make consumers aware of the product, a second to show consumers the relevance of the product, and a third to remind them of the product.

Accepted Answer

The "three-hit theory" is a concept in advertising that suggests three exposures to an advertisement are necessary to effectively communicate the message to consumers.

Question 20

If Sarah has a cold and takes Advil, and her cold goes away, increasing the likelihood she will take Advil if she has another cold, the removal of the unpleasant stimulus (the cold) is an example of ________.

Accepted Answer

The removal of an unpleasant stimulus (the cold) to increase the likelihood of a behavior (taking Advil) happening again is an example of negative reinforcement. Negative reinforcement involves the removal of an aversive stimulus to strengthen a behavior.

Quiz 5: Consumer Learning