Question 1

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

Accepted Answer

Consumers learn that the stimuli go (or do not go) together.

Question 2

_____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.

Accepted Answer

Operant conditioning often involves influencing consumers to purchase a specific brand or product.

Question 3

The process of encouraging partial responses leading to the final desired response is known as _____.

Accepted Answer

Shaping is a critical step in the purchase or trial of a product.

Question 4

Low-involvement learning often involves _____.

Accepted Answer

A substantial amount of low-involvement learning involves classical conditioning, iconic rote learning, and modeling.

Question 5

High-involvement learning often involves _____.

Accepted Answer

Information from a credible source that contradicts or challenges one's existing beliefs will often trigger reasoning.

Question 6

Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent?

Accepted Answer

In a low-involvement learning situation, the consumer has little or no motivation to process or learn the material.

Question 7

_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).

Accepted Answer

Classical conditioning can lead to positive attitudes by influencing brand feelings and beliefs.

Question 8

Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement?

Accepted Answer

Operant conditioning attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.

Question 9

In which type of learning situation does the consumer have little or no motivation to process or learn the material?

Accepted Answer

A consumer whose television program is interrupted by a commercial for a product he or she doesn't use has no motivation to learn the material.

Question 10

Which of the following is NOT a type of cognitive learning?

Accepted Answer

Operant conditioning is not a type of cognitive learning.

Question 11

Which of the following is the primary determinant of how material is learned?

Accepted Answer

Involvement is determined by the interaction of characteristics of the target market, the situation, and the ad or other marketing stimulus.

Question 12

Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.

Accepted Answer

Through iconic rote learning, consumers may form beliefs about the characteristics or attributes of products without being aware of the source of information.

Question 13

The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning?

Accepted Answer

Operant conditioning attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.

Question 14

High-involvement learning often involves _____.

Accepted Answer

Operant conditioning involves rewarding desirable behaviors with a positive outcome that serves to reinforce the behavior.

Question 15

Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high-value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____.

Accepted Answer

The process of encouraging partial responses leading to the final desired response is known as shaping.

Question 16

Pat is purchasing new tires for his car. He expected to spend $400 or more for these tires, so he started researching on the Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this illustrate?

Accepted Answer

High-involvement learning is a type of learning situation in which the consumer is motivated to process or learn the material.

Question 17

What are the two basic forms of conditioned learning?

Accepted Answer

Classical conditioning attempts to create an association between a stimulus and some response; operant conditioning attempts to create an association between a response and an outcome.

Question 18

Coca-Cola does not advertise during the evening news because the marketer does not want the often-negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

Accepted Answer

Classical conditioning attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).

Question 19

Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?

Accepted Answer

Cognitive learning can range from very simple information acquisition to complex, creative problem solving.

Question 20

Which of the following is NOT a specific learning theory?

Accepted Answer

Schematic is not a specific learning theory.

Quiz 9: Learning, Memory, and Product Positioning

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

_____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.

The process of encouraging partial responses leading to the final desired response is known as _____.

Low-involvement learning often involves _____.

High-involvement learning often involves _____.

Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent?

_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling) .

Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement?

In which type of learning situation does the consumer have little or no motivation to process or learn the material?

Which of the following is NOT a type of cognitive learning?

Which of the following is the primary determinant of how material is learned?

Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.

The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning?

High-involvement learning often involves _____.

What are the two basic forms of conditioned learning?

Coca-Cola does not advertise during the evening news because the marketer does not want the often-negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?

Which of the following is NOT a specific learning theory?