Chapter 7 Consumer Learning: Consumer Behavior, 10e (Schiffman/Kanuk)

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.
A) behavioral; affective
B) cognitive; rational
C) behavioral; cognitive
D) emotional; affective
E) experiential; intentional
Answer: C
Diff: 1 Page Ref: 194
Skill: Concept
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
________.
A) brand loyalty
B) brand equity
C) positive reinforcement
D) consumer learning
E) perceptual blocking
Answer: D
Skill: Concept
3) Newly acquired knowledge and personal experience serve as ________ to the individual and
provide the basis for future behavior in similar situations.
A) stimulus
B) sensation
C) communication
D) understanding
E) feedback
Answer: E
Skill: Concept
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4) Learning acquired by accident or without much effort is known as ________ learning.

A) intentional
B) instrumental
C) intrinsic
D) incidental
E) inexplicable
Answer: D
Skill: Concept
5) Unfilled needs lead to ________, which spurs learning.
A) feedback
B) cues
C) response
D) motivation
E) reinforcement
Answer: D
Skill: Concept
6) ________ serve to stimulate learning, and ________ are the stimuli that direct them.
A) Motives; reinforcements
B) Motives; cues
C) Cues; responses
D) Cues; motives
E) Responses; reinforcements
Answer: B
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.
A) feedback
B) cues
C) response
D) motivation
E) reinforcement
Answer: B
Skill: Application
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8) How individuals react to a drive or cue constitutes their ________.

A) perceptual organization
B) learning
C) response
D) motivation
E) reinforcement
Answer: C
Skill: Concept
9) ________ increase(s) the likelihood that a specific response will occur in the future as the
result of particular cues or stimuli.
A) Feedback
B) Cues
C) Response
D) Motivation
E) Reinforcement
Answer: E
Skill: Concept
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.
A) feedback
B) a cue
C) a response
D) a motive
E) reinforcement
Answer: E
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.
A) Perceived learning
B) Behavioral learning
C) Cognitive learning
D) Associative learning
E) Modernist learning
Answer: B
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
12) Classical conditioning and instrumental conditioning theory are examples of ________.
A) perception theories
B) behavioral learning theories
C) cognitive associative theory
D) involvement theory
E) cognitive learning theories
Answer: B
Skill: Concept
behavior
13) Early classical conditioning theorists regarded all organisms as relatively passive entities that
could be taught behaviors through ________.
A) reflection
B) repetition
C) analysis
D) association
E) observation
Answer: B
Skill: Concept
behavior
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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
Skill: Concept
behavior
15) 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
________.
A) instrumental conditioning
B) classical conditioning
C) conditional learning
D) behavioral learning
E) perceptual learning
Answer: B
Skill: Application
behavior
16) 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 wellknown symbol.
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
behavior
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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
Skill: Application
behavior
18) Under neo-Pavlovian theory, 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. ________ is the learning that results from exposure
to relationships among events in the environment.
A) Feedback
B) Reinforcement
C) Conditioning
D) Generalization
E) Discrimination
Answer: C
Skill: Concept
behavior
19) ________ increases the strength of the association between a conditioned stimulus and an
unconditioned stimulus and slows the process of forgetting.
A) Feedback
B) Perceptual defense
C) Repetition
D) Generalization
E) Discrimination
Answer: C
Skill: Concept
behavior
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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 ________.
A) advertising wearout
B) the three-hit theory
C) stimulus differentiation
D) rehearsal
E) stimulus generalization
Answer: A
Skill: Concept
behavior
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
is an attempt to avoid ________.
A) advertising wearout
B) the three-hit theory
C) stimulus differentiation
D) rehearsal
Answer: A
AACSB: Communication
Skill: Application
behavior
22) ________ in ads involves changing some of the aesthetic characteristics of an ad while
repeating the same advertising theme. ________ in ads involve changes in advertising content
across different versions of an advertisement.
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
Answer: C
Skill: Concept
behavior
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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.
A) stimulus discrimination
B) interference
C) cosmetic variations
D) advertising wearout
E) cognitive processing
Answer: B
Skill: Concept
behavior
24) ________ is our tendency to make the same responses to slightly different stimuli.
A) Stimulus discrimination
B) Stimulus generation
C) Stimulus generalization
D) Classical conditioning
E) Advertising wearout
Answer: C
Skill: Concept
behavior
25) Lucy finds Coca-Cola to be refreshing and tasty. When she attributes this perception to all
colas in red cans, she is engaging in ________.
B) advertising wearout
C) cosmetic variations
D) stimulus generalization
E) interference
Answer: D
Skill: Application
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.
B) advertising wearout
C) stimulus generalization
D) family branding
E) interference
Answer: C
Skill: Application
behavior
27) In ________, the marketer adds related products to an already established brand.
A) product form extensions
B) product category extensions
C) product line extensions
D) product differentiation
E) product generalization
Answer: C
Skill: Concept
behavior
28) Campbell's Soup Company continues to add new food products to its product line under the
Campbell's brand name. This is known as ________.
A) corporate marketing
B) family branding
C) capital branding
D) licensing
E) positioning
Answer: B
Skill: Application
behavior
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29) Licensing is a marketing strategy that operates on the principle of ________.

A) stimulus differentiation
B) product category extensions
C) repetition
D) product line extensions
Answer: E
Skill: Concept
behavior
30) ________ results in the selection of a specific stimulus from among similar stimuli.
A) Stimulus generalization
B) Stimulus discrimination
C) Stimulus recognition
D) Stimulus selection
E) Stimulus differentiation
Answer: B
Skill: Concept
Objective: 7.3: Study information processing and cognitive learning and understand their
strategic applications to consumer behavior
31) 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 ________.
A) shaping
B) licensing
C) modeling
D) family branding
E) chunking
Answer: B
Skill: Application
behavior
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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) Stimulus differentiation
B) Product differentiation
C) Stimulus discrimination
D) Stimulus generalization
E) Product discrimination
Answer: B
Skill: Concept
behavior
33) The product imitator hopes that the consumer will ________, whereas the market leader
wants the consumer to ________ among similar stimuli.
A) discriminate; select
B) generalize; discriminate
C) select; generalize
D) discriminate; generalize
E) discriminate; differentiate
Answer: B
Skill: Application
behavior
34) 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, ________.
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
behavior
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35) According to B.F. Skinner, ________.

A) the kind of learning most characteristic of human beings is problem solving, which enables
individuals to gain some control over their environment
B) conditioned learning results when a stimulus that is paired with another stimulus that elicits a
C) a person's level of involvement during message processing is a critical factor in determining
which route to persuasion is likely to be effective
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
Answer: D
Skill: Concept
behavior
36) From a marketer's perspective, ________ involves obtaining the desired result from using a
particular product or service.
A) the central route to persuasion
B) copy testing
C) positive reinforcement
D) the peripheral route to persuasion
E) negative reinforcement
Answer: C
Skill: Application
behavior
37) In cases of ________, behavior is unlearned due to a lack of reinforcement.
A) forgetting
B) information overload
C) decay
E) extinction
Answer: E
Skill: Concept
behavior
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38) Forgetting is often related to the passage of time, and is known as the process of ________.
A) encoding
B) relationship marketing
C) decay
E) perceptual blocking
Answer: C
Skill: Concept
behavior
39) ________ involves developing a close, personalized relationship with customers, and is one
form of non-product reinforcement.
A) Relationship marketing
B) Copy testing
C) Involvement theory
D) Comprehension
E) Shaping
Answer: A
Skill: Concept
behavior
40) Gino's Italian Bistro offers all patrons a free after-dinner drink. This is an example of a
________ reward schedule.
A) systematic
B) variable ratio
C) random
D) fixed ratio
E) continuous
Answer: E
Skill: Application
behavior
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41) Reinforcement performed before the desired consumer behavior actually takes place is called
________.
A) positioning
B) licensing
C) preemptive reward
D) shaping
E) passive learning
Answer: D
Skill: Concept
behavior
42) ________ produce(s) more initial learning, whereas ________ usually persist(s) longer.
A) The central route to persuasion; the peripheral route to persuasion
B) Massed learning; distributed learning
C) Product form extensions; product line extensions
D) Modeling; vicarious learning
E) Recognition; recall
Answer: B
Skill: Concept
behavior
43) ________ is the process through which individuals learn behavior by observing the behavior
of others and the consequences of such behavior.
A) Massed learning
B) Passive learning
C) Modeling
D) Positioning
E) Distributed learning
Answer: C
Skill: Concept
behavior
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44) Learning based on mental activity is called ________.

A) passive learning
B) massed learning
C) vicarious learning
D) distributed learning
E) cognitive learning
Answer: E
Skill: Concept
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
E) conditioned learning results when a stimulus that is paired with another stimulus that elicits a
Answer: A
Skill: Concept
46) ________ is the stage of real memory in which information is processed and held for just a
brief period.
A) Sensory store
B) Rehearsal
C) Short-term store
D) Recall
E) Long-term store
Answer: C
Skill: Concept
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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.
A) recall
B) rehearsal
C) retrieval
D) shaping
E) encoding
Answer: B
Skill: Concept
48) The purpose of rehearsal is to hold information in short-term storage long enough for
________ to take place.
A) recall
B) retrieval
C) involvement
D) comprehension
E) encoding
Answer: E
Skill: Concept
49) Knowledge ________ involves relating new data to old data to make the material more
meaningful.
A) retention
B) rehearsal
C) activation
D) shaping
E) encoding
Answer: C
Skill: Concept
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50) Information that is stored ________ in long-term memory is stored according to significant
concepts.
A) episodically
B) semantically
C) passively
D) discriminately
E) comprehensively
Answer: B
Skill: Concept
51) The process by which we recover information from long-term storage is known as ________.
A) retention
B) decoding
C) encoding
D) retrieval
E) processing
Answer: D
Skill: Concept
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.
A) Hemispheric lateralization
B) Behavioral learning
C) Distributed learning
D) Observational learning
E) Passive learning
Answer: E
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
Answer: C
Skill: Concept
Objective: 7.4: Study consumer involvement theory and passive learning and understand their
strategic affects on consumer behavior
54) For ________ purchases, consumers are more likely to be narrow categorizers, whereas for
________ purchases, consumers are more likely to be broad categorizers.
A) high involvement; low involvement
B) brand equity; brand loyalty
C) evoked set; shaped
D) positive reinforcement; negative reinforcement
E) massed; distributed
Answer: A
Skill: Concept
55) For high-involvement purchases, the ________ is likely to be the most effective marketing
strategy, whereas for low-involvement purchases, the ________ is likely to be more effective.
A) massed learning; distributed learning
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
Answer: C
Skill: Concept
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56) ________ refers to the purchase of a brand out of habit and convenience without any
emotional attachment to the brand.
A) Premium loyalty
B) Covetous loyalty
C) Inertia loyalty
D) No loyalty
E) Conditioned loyalty
Answer: C
Skill: Concept
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.
A) Licensing
B) Brand equity
C) Family branding
D) Brand loyalty
E) Encoding
Answer: B
Skill: Concept
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.
A) co-branding
B) vicarious learning
C) family branding
D) licensing
E) distributed learning
Answer: A
Skill: Concept
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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 ________.
A) conditioned stimulus
B) conditioned response
C) unconditioned stimulus
D) unconditioned response
E) cognitive associative learning
Answer: C
Skill: Application
behavior
60) In the SHAMPOO MINI CASE, the perceptions of consumers regarding Shimmer shampoo
constitutes their ________.
Answer: D
Skill: Application
behavior
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61) In the SHAMPOO MINI CASE, Shimmer's new line of conditioners bearing the Shimmer
brand is the ________.
Answer: A
Skill: Application
behavior
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 ________.
Answer: B
Skill: Application
behavior
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
E) Pavlovian product
Answer: B
Skill: Application
behavior
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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 following
elements of instrumental conditioning?
A) positive reinforcement
B) product category extension
C) product form extension
D) product line extension
E) negative reinforcement
Answer: E
Skill: Application
behavior
65) In the OIL CHANGE MINI CASE, the Mr. Greasy Reward Card offers customers positive
reinforcement on a ________ schedule.
A) total
B) variable ratio
C) systematic
D) continuous
E) random
Answer: C
Skill: Application
behavior
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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.
A) stimulus generalization
B) family branding
C) product differentiation
D) stimulus discrimination
E) licensing
Answer: A
Skill: Application
behavior
67) In the OIL CHANGE MINI CASE, Fast Oil is hoping to capitalize on Mr. Greasy's
________ to increase sales.
A) evoked set
B) brand equity
C) interference effects
D) encoding
E) massed learning
Answer: B
Skill: Application
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
Answer: B
Skill: Application
behavior
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FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs down by
only serving its food through drive-through windows. In response to increasing concern about
obesity in America, Speedy Taco introduced the Speedy Chicken, a grilled chicken taco, as a
healthy alternative to its tasty all-beef Speedy Taco. In addition to chicken and beef tacos,
Speedy's menu also includes Speedy Burritos and Speedy Mexican Pizzas. Hoping to capitalize
on the popularity of the Speedy brand, Continental Foods pays a fee to Speedy Taco in return for
the ability to put the Speedy name on its line of salsa and tortilla chips sold to consumers
through grocery stores. To entice consumers to try its salsa and chips, Continental Foods set up
sampling booths at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers
that sampled the chips and salsa were given coupons toward the purchase of Continental Foods'
Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount coupon for salsa
on the back of every bag of tortilla chips.
69) In the FAST FOOD MINI CASE, Speedy Taco's addition of chicken tacos to its menu
constitutes ________.
A) product form extension
B) product category extension
C) product line extension
D) product reputation extension
E) product brand extension
Answer: C
Skill: Application
behavior
70) In the FAST FOOD MINI CASE, Speedy Taco's practice of selling Speedy Tacos, Speedy
Burritos, and Speedy Mexican Pizzas, all under the same Speedy brand name, is known as
________.
A) family branding
B) stimulus generalization
C) product form extension
D) licensing
E) brand loyalty
Answer: A
Skill: Application
behavior
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71) In the FAST FOOD MINI CASE, when Speedy Taco allows Continental Foods to put the
Speedy name on its line of salsa and tortilla chips for sale through grocery stores, Speedy Taco is
engaging in ________.
A) family branding
B) co-branding
C) encoding
D) stimulus generalization
E) licensing
Answer: E
Skill: Application
behavior
72) In the FAST FOOD MINI CASE, Continental Foods' launch strategy for its new salsa and
tortilla chip lines is an example of ________.
A) vicarious learning
B) shaping
C) passive learning
D) massed learning
E) positioning
Answer: B
Skill: Application
behavior
73) In the FAST FOOD MINI CASE, by printing a coupon on the back of every bag of tortilla
chips, Continental foods is reinforcing consumer purchases on a(n) ________ schedule.
A) fixed
B) continuous
C) variable
D) random
E) iterative
Answer: B
Skill: Application
behavior
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74) Consumer learning is a process that continually evolves and changes as a result of newly
acquired knowledge or from actual experience.
Answer: TRUE
Skill: Concept
75) The role of experience in learning indicates that all learning is deliberately sought.
Answer: FALSE
Skill: Concept
76) Cues serve to direct consumer drives regardless of whether these cues are consistent with
consumer expectations.
Answer: FALSE
Skill: Concept
77) Learning occurs only when responses are overt.
Answer: FALSE
Skill: Concept
78) Increasing the number of repetitions of a message increases the message's retention, without
any known satiation point.
Answer: FALSE
Skill: Concept
behavior
79) Consumers exposed to substantively varied ads process more information about product
attributes and have more positive thoughts about the product than those exposed to cosmetic
variation.
Answer: TRUE
Skill: Concept
behavior
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80) The effectiveness of repetition is independent of the amount of competitive advertising to

which the consumer is exposed.
Answer: FALSE
Skill: Concept
behavior
81) Instrumental learning theorists believe that learning occurs through a trial-and-error process,
with habits formed as a result of rewards received for certain responses or behaviors.
Answer: TRUE
Skill: Concept
behavior
82) Gloria recently tried a new brand of shampoo that ended up leaving her hair looking matted
and greasy. This outcome is an example of negative reinforcement.
Answer: FALSE
Skill: Application
behavior
83) Extinction, another term for forgetting, involves unlearning behavior due to lack of
reinforcement.
Answer: FALSE
Skill: Concept
behavior
84) Companies that create personal connections with customers, and also offer diverse product
lines and competitive prices, are the ones providing the best reinforcement, resulting in
satisfaction and repeat patronage.
Answer: TRUE
Skill: Application
behavior
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85) The promise of possibly receiving a reward provides positive reinforcement and encourages
consumer patronage.
Answer: TRUE
Skill: Concept
behavior
86) Lotteries, sweepstakes, door prizes, and contests that require certain consumer behaviors for
eligibility are examples of variable ratio reward schedules.
Answer: TRUE
Skill: Application
behavior
87) Reinforcement performed before the desired consumer behavior actually takes place is called
modeling.
Answer: FALSE
Skill: Concept
behavior
88) When a marketer's goal is long-term repeat buying on a regular basis, a massed learning
schedule is preferable.
Answer: FALSE
Skill: Application
behavior
89) A distributed ad campaign, with ads repeated on a regular basis, results in more long-term
learning and is relatively immune to extinction.
Answer: TRUE
Skill: Application
behavior
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90) Greater familiarity with the product category increases cognitive ability and learning during
a new purchase decision, particularly with regard to technical information.
Answer: TRUE
Skill: Concept
91) Although it is relatively easy to get information into the consumer's sensory store, it is
difficult to make a lasting impression.
Answer: TRUE
Skill: Concept
92) Once information is perceived, it is first stored in the short-term store, then the long-term
store, then the sensory store.
Answer: FALSE
Diff: 1 Page Ref: 207-208
Skill: Concept
93) Rehearsal is the process by which we select a word or visual image to represent a perceived
object.
Answer: FALSE
Skill: Concept
94) When consumers are presented with information overload, they may encounter difficulty in
encoding and storing it all.
Answer: TRUE
Skill: Concept
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95) Product information stored in memory tends to be brand based.

Answer: TRUE
Skill: Concept
96) Unexpected message elements pierce consumers' perceptual screens and improve the
memorability of an ad when these elements are relevant to the advertising message.
Answer: TRUE
Skill: Concept
97) Ads can act as retrieval cues for a competitive brand.
Answer: TRUE
Skill: Concept
98) The greater the number of acceptable brands in a specific product category, the more likely
the consumer is to be brand loyal to one specific brand.
Answer: FALSE
Skill: Concept
99) What is the theory of classical conditioning? Explain using an example
Answer: The theory of classical conditioning was first demonstrated by the Russian scientist
Ivan Pavlov. Classical conditioning theorists regard all animals and humans as passive entities
that could be taught certain behaviors through repetition. According to Pavlov, 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.
Here, students may cite Pavlov's experiment with dogs, or any other example.
Skill: Application
behavior
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100) How do some marketers make use of the concept of stimulus generalization?
Answer: Some marketers introduce imitative "me too" products that succeed in the market.
Consumers confuse them with the original product they have seen advertised. Also, private label
manufacturers try to make their packaging closely resemble the national brand leaders in hope of
confusing customers. Such products result in millions of lost sales for well-positioned and
extensively advertised brands.
Marketers also make use of stimulus generalization when they create product line, form, and
category extensions. When marketers present new versions of their products to consumers, their
hope is that consumers will generalize their previous positive experiences with the brand to
include the brand's new products. This is also the concept behind family branding and licensing.
Skill: Application
behavior
101) Define and give one example of each of the following:
a. product line extension
b. product form extension
c. product category extension
Answer:
a. Product Line Extension: the marketer adds related products to an already established brand,
e.g. introducing new flavors of Dannon yogurt
b. Product Form Extension: the marketer takes the existing product and delivers it to consumers
in a physically new way, e.g. Tylenol tablets, capsules, and gelcaps
c. Product Category Extensions: the marketer offers the benefits associated with its products
and targets a new market segment with them, e.g. Neutrogena offers shaving creams to men
Skill: Application
behavior
102) What is licensing? What is the principle behind its success?
Answer: Licensing is allowing a well-known name to be affixed to products of another
manufacturer. The principle behind its success is stimulus generalization. The names of famous
designers, characters, and manufacturers are attached for a fee to a variety of products enabling
licensees to achieve instant recognition and implied quality for the licensed products.
Skill: Concept
behavior
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103) What are the three types of reinforcement schedules used by marketers to reward
customers?
Answer: Total or continuous reinforcement schedules are rewards offered to customers to
provide satisfaction each time the product or service is used. An example would be a certain
restaurant offering its customer one free drink after every meal.
Systematic, or fixed schedules, provide reinforcement every nth time the product or service is
purchased. Like getting a free coffee every 10th time they purchase a coffee.
Random, or variable schedules, reward customers on a random basis or on an average frequency
basis. Slot machines operate on a random reward program.
Skill: Concept
behavior
104) When and why do marketers use massed or distributed learning schedules?
Answer: Marketers will use a massed learning advertising schedule when they want to produce
more initial learning. That usually is used when they want an immediate impact, when
introducing a new product, or to counter a competitor's campaign.
Marketers will use a distributed learning schedule when the goal is long-term repeat buying on a
regular basis. The distributed schedule results in more long-term learning and is relatively
immune to extinction.
Skill: Application
behavior
105) What is the split-brain theory?
Answer: Also known as hemispheric lateralization, the split-brain theory is based on the premise
that the right and left sides of the brain specialize in the kinds of information they process. The
left hemisphere is primarily responsible for cognitive activities such as reading, speaking, and
attributional information processing. The right side of the brain is concerned with nonverbal,
timeless, and pictorial information. Simply put, the left brain is rational, active, and realistic, and
the right side is emotional, metaphoric, impulsive, and intuitive.
Skill: Concept
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106) Talk about the three systems or memory storehouses, and how information is stored.
Answer: There are three stages where information processing occurs. They are three separate
and sequential stages.
The first is called the sensory store, in which all data comes through our senses which receive
fragmented pieces of information and transmit it to the brain in parallel. The image of a sensory
input lasts for a second or two in the mind's sensory store. If it is not processed immediately, it is
lost immediately.
The second stage is the short-term store, which is known as working memory. This is the stage
where information is processed and held for just a brief period. Information in the short-term
store undergoes the process known as rehearsal, and then is transferred to the long-term store.
This transfer process takes 2 to 10 seconds, and if the information is not rehearsed, it is lost in 30
seconds or less.
The final stage is the long-term store which retains information for relatively long periods of
time. Even though some information may be lost in a few minutes, most information that makes
it to long-term stores lasts for extended periods of time, sometimes up to years.
Skill: Concept
107) Differentiate between behavioral and attitudinal brand loyalty. What are the implications of
each for a marketer?
Answer: Behavioral loyalty involves measures such as frequency of purchase or proportion of
total purchases, but does not explore the consumer motivation behind that behavior. Attitudinal
loyalty involves strong consumer affinity for a given brand. Behavioral brand loyalty leads to a
higher market share, and attitudinal loyalty often enables the marketer to charge a higher price
for the brand relative to the competition.
Skill: Concept
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108) Purchase loyalty leads to a higher market share, and attitudinal loyalty often enables
marketers to charge a higher price for the brand relative to the competition. Identify and discuss
the three groups of drivers of consumer loyalty, and the four types of loyalty that these influences
produce.
Answer: An integrated conceptual framework views consumer loyalty as the function of three
groups of influences:
a. consumer drivers characteristics of the consumers themselves, such as personal degree of
risk aversion or variety seeking
b. brand drivers characteristics of the brands themselves, such as the brand's reputation and
the availability of substitute brands
c. social drivers characteristics of consumers' social situation, such as social group influences
and peer recommendations
These influences produce four types of loyalty:
a. no loyalty no purchase at all and no cognitive attachment to the brand
b. covetous loyalty no purchase but strong attachment and predisposition towards the brand
that was developed form the person's social environment
c. inertia loyalty purchasing the brand because of habit and convenience without any
emotional attachment to the brand
d. premium loyalty high attachment to the brand and high repeat purchase
Skill: Concept
34
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Chapter 7 Consumer Learning: Consumer Behavior, 10e (Schiffman/Kanuk)

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Chapter 7 Consumer Learning: Consumer Behavior, 10e (Schiffman/Kanuk)

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Consumer Behavior, 10e (Schiffman/Kanuk)

Chapter 7 Consumer Learning

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

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

14) According to Pavlovian theory, ________.

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

35) According to B.F. Skinner, ________.

44) Learning based on mental activity is called ________.

80) The effectiveness of repetition is independent of the amount of competitive advertising to

95) Product information stored in memory tends to be brand based.

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