Test bank consumer behavior 10e schiffman kanuk chapter 07

A learning can occur only when responses are overt B conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the

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Consumer Behavior, 10e (Schiffman/Kanuk)

Chapter 7 Consumer Learning

1) Learning is pervasive in our lives, but there are two different theories on how people learn – the theories and the theories

Objective: 7.1: Understand the process and four elements of consumer learning

2) From a marketing perspective, the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior is known as

3) Newly acquired knowledge and personal experience serve as to the individual and provide the basis for future behavior in similar situations

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4) Learning acquired by accident or without much effort is known as learning.A) intentional

5) Unfilled needs lead to , which spurs learning

6) serve to stimulate learning, and are the stimuli that direct them.A) Motives; reinforcements

Diff: 2 Page Ref: 193

AACSB: Analytic Skills

Skill: Concept

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

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8) How individuals react to a drive or cue constitutes their

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

10) 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 cares about the quality of their experience

AACSB: Reflective Thinking

Skill: Application

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11) is based on the premise that observable responses to specific external stimuli signal that learning has taken place.

B) behavioral learning theories

C) cognitive associative theory

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14) According to Pavlovian theory,

A) learning can occur only when responses are overt

B) conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone

C) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer

D) there is a limit to the amount of repetition that will aid retention

E) learning depends on the ability of individuals to generalize

Answer: B

A) unconditioned stimulus; conditioned stimulus

B) conditioned stimulus; conditioned response

C) unconditioned stimulus; unconditioned response

D) conditioned stimulus; unconditioned stimulus

E) unconditioned response; conditioned response

Answer: A

Skill: Application

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17) 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

A) unconditioned stimulus; conditioned stimulus

B) conditioned stimulus; conditioned response

C) unconditioned stimulus; unconditioned response

D) conditioned stimulus; unconditioned stimulus

E) unconditioned response; conditioned response

Answer: E

a sophisticated representation of the world is the learning that results from exposure

to relationships among events in the environment

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20) 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

21) 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 used different cosmetic variations in their ads while repeating the same advertising theme

A) Cosmetic variations; Advertising wearout

B) Substantive variations; Cosmetic variations

C) Cosmetic variations; Substantive variations

D) Stimulus generalization; Stimulus discrimination

E) Advertising wearout; Substantive variations

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23) The more competitive ads a consumer sees, the greater the likelihood that will occur, causing the consumer to forget previous learning that resulted from repetition

Skill: Application

Objective: 7.2: Study behavioral learning and understand its applications to consumption behavior

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26) 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.

27) In , the marketer adds related products to an already established brand

A) product form extensions

B) product category extensions

C) product line extensions

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29) Licensing is a marketing strategy that operates on the principle of

Skill: Application

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32) 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

A) the less likely the consumer is to discriminate

B) the more likely the consumer is to discriminate

C) the more likely the consumer is to generalize

D) the more diverse the evoked set

E) the more likely the consumer is to engage in vicarious learning

Answer: B

Skill: Application

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D) most individual learning occurs in a controlled environment in which individuals are

"rewarded" for choosing an appropriate behavior

E) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer

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38) Forgetting is often related to the passage of time, and is known as the process of A) encoding

Skill: Application

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41) Reinforcement performed before the desired consumer behavior actually takes place is called

B) Massed learning; distributed learning

C) Product form extensions; product line extensions

D) Modeling; vicarious learning

E) Recognition; recall

Answer: B

Skill: Concept

43) is the process through which individuals learn behavior by observing the behavior

of others and the consequences of such behavior

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44) Learning based on mental activity is called

45) Cognitive learning theory holds that

A) the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment

B) a person's level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective

C) most individual learning occurs in a controlled environment in which individuals are

"rewarded" for choosing an appropriate behavior

D) each aspect of the marketing mix must reinforce the others if cues are to serve as the stimuli that guide consumer actions in the direction desired by the marketer

E) conditioned learning results when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone

Answer: A

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47) The amount of information available for delivery from short-term storage to long-term storage depends on the amount of it is given

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50) Information that is stored in long-term memory is stored according to significant concepts

Skill: Concept

Objective: 7.3: Study information processing and cognitive learning and understand their

strategic applications to consumer behavior

51) The process by which we recover information from long-term storage is known as .A) retention

52) occurs through repeated exposures to a TV commercial and produces changes in consumer behavior prior to changes in the consumer's attitude toward the product

Skill: Application

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53) are more effective at generating recall and familiarity with a product, whereas generate cognitive activity that encourage consumers to evaluate the advantages and disadvantages of a product

A) Distributed communications; massed communications

B) Interference effects; involvement effects

C) Pictorial cues; verbal cues

D) Narrow categorizers; broad categorizers

E) Copy tests; recognition tests

A) high involvement; low involvement

B) brand equity; brand loyalty

C) evoked set; shaped

D) positive reinforcement; negative reinforcement

E) massed; distributed

Answer: A

B) short-term stores; long-term stores

C) central route to persuasion; peripheral route to persuasion

D) product positioning; product differentiation

E) evoked set; brand equity

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56) refers to the purchase of a brand out of habit and convenience without any

emotional attachment to the brand

Objective: 7.5: Understand how consumer learning and its results are measured

57) refers to the value inherent in a well-known brand name and stems from the consumer's perception of the brand's superiority, the social esteem that using it provides, and the customer's trust and identification with the brand

58) The basis of , in which two brand names are featured on a single product, is to use another product's brand equity to enhance the primary brand's equity

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SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is recognized as being endorsed by the hair dressers of Hollywood stars Consumers who are highly attuned to social risks associated with personal beauty products perceive that Shimmer shampoo is a high quality shampoo formulation that won't damage hair and renders hair easily to manage and style The company has recently come out with a line of conditioners under the Shimmer brand name in the hopes that consumers will carry their perceptions of Shimmer shampoo over to the new line of conditioners.

59) In the SHAMPOO MINI CASE, Shimmer's reputation for being endorsed by the hair

dressers of Hollywood stars is the brand's

Skill: Application

Objective: 7.2: Study behavioral learning and understand its applications to consumption

behavior

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61) In the SHAMPOO MINI CASE, Shimmer's new line of conditioners bearing the Shimmer brand is the

62) In the SHAMPOO MINI CASE, consumer use of Shimmer conditioner because they believe

it will embody the same attributes associated with Shimmer shampoo is the

63) In the SHAMPOO MINI CASE, Shimmer conditioner is considered a

A) product form extension

B) product line extension

C) product category extension

D) product stimulus discrimination

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OIL CHANGE MINI CASE: Mr Greasy is a national car care chain that specializes in providing routine services like oil changes and safety inspections It advertises nationally, particularly around Memorial Day, Independence Day, and Labor Day, when it runs an advertising blitz to encourage drivers to bring their cars in for a check up before holiday road trips Mr Greasy's advertisements emphasize the importance of changing a car's oil regularly in order to prevent costly engine failure Its stores are recognizable from the road by their gray and yellow color schemes To encourage brand loyalty, Mr Greasy offers customers reward cards that customers get stamped every time they get an oil change, and can receive the sixth oil change free after the purchase of the first five Fast Oil, a North Carolina chain that offers the same kind of services, paints its stores black and yellow in an effort to appear like Mr Greasy stores and benefit from

Mr Greasy's extensive advertising Thus many customers have developed positive perceptions of

Mr Greasy, note Fast Oil's store color, and mistake Fast Oil stores for Mr Greasy stores.

64) In the OIL CHANGE MINI CASE, Mr Greasy's advertising relies on which of the followingelements of instrumental conditioning?

A) positive reinforcement

B) product category extension

C) product form extension

D) product line extension

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66) In the OIL CHANGE MINI CASE, Fast Oil is relying on to draw consumers to its stores based on its color scheme

68) In the OIL CHANGE MINI CASE, Mr Greasy's advertising blitz before the traditional summer driving holidays is known as a

A) distributed learning schedule

B) massed learning schedule

C) cognitive learning schedule

D) behavioral learning schedule

E) Pavlovian learning schedule

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