Question 1

_____ is the learned ability to differentiate between similar objects such as packages of different brands of aspirin.

Accepted Answer

This is describing stimulus discrimination,which is a learned ability to differentiate among similar products.

Question 2

A driving force that causes a person to take action to satisfy specific needs is called a(n):

Accepted Answer

Motives drive a person to take action to satisfy a need.

Question 3

Rayshawn's favorite soft drink is Coca-Cola.If he orders a Coke at a restaurant and is told that the restaurant serves only Pepsi products,he will often just order water rather than order a Pepsi.He insists that he can tell the difference between the two brands.Which learning concept is Rayshawn demonstrating?

Accepted Answer

Stimulus discrimination occurs when consumers learn to differentiate among similar products.

Question 4

_____ is a form of learning that occurs when one response is extended to a second stimulus similar to the first.

Accepted Answer

This is the definition of stimulus generalization.

Question 5

According to Maslow's hierarchy of needs model,the first needs most people would try to satisfy are their _____ needs.

Accepted Answer

The needs in order of lowest to highest are: physiological,safety,social,esteem,and self-actualization.

Question 6

The process that creates changes in behavior is called:

Accepted Answer

Learning is a process that creates changes in behavior,immediate or expected,through experience and practice.

Question 7

_____ occurs when consumers remember only information that supports their personal feelings or beliefs.

Accepted Answer

This is the definition of selective retention.

Question 8

At the beginning of every trailer for Disney's Pixar film Wall-E,they say "From the makers who brought you Toy Story,A Bug's Life,and Monsters Inc.,we are proud to present Wall-E." Here,Pixar is using:

Accepted Answer

Stimulus generalization occurs when one response (positive attitude for a product)is extended to a similar stimulus (new product,same brand).

Question 9

Kent Longino is the marketing VP for Andersen,one of the largest manufacturers of windows in the world.He is directing the introduction of a glass-encased sunroom that can be assembled in a weekend.He wants to capitalize on Andersen's existing reputation.Which learning method should he attempt to stimulate when introducing the new product?

Accepted Answer

Stimulus generalization is a form of learning that occurs when one response is extended to a second stimulus similar to the first.

Question 10

Cassandra,an accounting major,read an article stating that accounting graduates are receiving the highest starting salary offers for business majors.The article also stated that marketing majors start with lower salaries but surpass all other majors' salaries within ten years.A week later,Cassandra doesn't remember reading this last part of the article,just the first part.This is an example of:

Accepted Answer

Selective retention is the process whereby a consumer remembers only information that supports personal feelings or beliefs.

Question 11

If an advertiser wanted to create ads for a restaurant that stimulate the self-actualization motivation,it would create ads that:

Accepted Answer

Self-actualization needs stress self-fulfillment and self-expression,or reaching the point in life at which "people are what they feel they should be."

Question 12

Manufacturers of consumer goods often give away trial sizes of new products to encourage:

Accepted Answer

Trial behavior reinforces experiential learning,often leading to repeat behavior.

Question 13

Ralph played mediocre golf for over 20 years.Then he retired and vowed to improve his golf game by buying one of the sets of new golf clubs that promise increased distance and have a $700 price tag.According to Maslow's hierarchy of needs,Ralph is most likely trying to satisfy his _____ needs.

Accepted Answer

Ralph is engaged in a self-improvement process.

Question 14

Dennis Haysbert stars in Allstate ads reminding consumers that they could be in a car crash or another event requiring insurance.Hence the slogan "You're in Good Hands with Allstate." These ads focus on which of Maslow's needs?

Accepted Answer

Maslow's hierarchy of needs include physiological needs,safety needs,social needs,esteem needs,and self-actualization needs.The insurance company's selling point of safety is focusing on consumers' safety needs.

Question 15

Ranked from the lowest to the highest level,Maslow's hierarchy of needs model includes:

Accepted Answer

See Exhibit 6.6.

Question 16

Omega is a prestigious brand of watch that is sold as a luxury product.It has a reputation based on quality and attention to detail.When the company introduces new timepieces,it can count on a well-established market already existing for the new product due to:

Accepted Answer

This is an example of stimulus generalization,which is a form of learning that occurs when one response is extended to a second stimulus similar to the first.Omega consumers assume that any product made by Omega is worth purchasing.

Question 17

Which of the following is the minimum difference in a stimulus that the consumer will notice?

Accepted Answer

The threshold level of perception,which is the minimum difference in a stimulus that the consumer will notice,is sometimes referred to as the "just-noticeable difference."

Question 18

Jan's twin sister Joan is a fantastic cook who makes wonderful homemade meals for her family.Jan cannot cook and wishes she could do the same.An ad for Stove Top stuffing promises "one box,three meal ideas,30 minutes." Jan makes a point of adding this item to her grocery list.According to Maslow's hierarchy of needs,this ad appeals to Jan's _____ needs.

Accepted Answer

Self-esteem needs include self-respect and a sense of accomplishment.

Question 19

The slogan used by the manufacturer of Jaguar automobiles,"Don't dream it.Drive it." was intended to appeal to consumers':

Accepted Answer

The slogan indicates that the ownership of the car will allow the user to realize his or her full potential.

Question 20

Celestial Seasonings is a well-recognized brand of tea.It has differentiated itself from traditional teas by producing herbal teas and others using the more exotic white tea leaves.It has recently introduced Celestial Seasonings Tea Dreams ice cream,a product it hopes will be successful due to consumers' awareness of the brand.Celestial Seasonings is relying on _____ to make its new product a success.

Accepted Answer