Consumer Behavior, 11e (Schiffman/Kanuk)

Chapter 5 Consumer Learning

1) Jonas knows the tagline from the local oil change vendor, which is frequently
advertised on the radio station he listens to. However, Jonas does not have a car and is
not interested in oil changes. His awareness of the tagline was most likely due to
________.
A) intentional learning
B) incidental learning
C) cognitive learning
D) negative reinforcement
E) punishment
Answer: B
2) Uncovering ________ is the primary objective of marketers as they seek to teach
consumers how they can fill their needs by buying certain products and brands.
A) consumer motives
B) consumer cues
C) covert responses
D) overt responses
E) reinforcement mechanisms
Answer: A
3) ________ 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
4) 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
5) How individuals react to a drive or cue constitutes their ________.
A) perceptual organization
B) learning
C) response
D) motivation
E) reinforcement
Answer: C
6) 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 care about the quality of their experience.
A) feedback
B) a cue
C) a response
D) a motive
E) reinforcement
Answer: E
7) ________ 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
8) 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
9) 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
10) 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 well-known 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
11) ________ 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
12) 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 use of 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
E) stimulus generalization
Answer: A
13) 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.
A) three-experience rule
B) three-introduction principle
C) three-hit theory
D) three-knock standard
E) three-exposure norm
Answer: C
14) Lucy finds Coca-Cola to be refreshing and tasty. When she attributes this
perception to all colas in red cans, she is engaging in ________.
A) stimulus discrimination
B) advertising wearout
C) cosmetic variations
D) stimulus generalization
E) interference
Answer: D
15) 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 ________.
A) product form extension
B) product category extension
C) product line extension
D) product differentiation strategy
E) product generalization strategy
Answer: A
16) 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 ________.
A) the central route to persuasion
B) copy testing
C) positive reinforcement
D) the peripheral route to persuasion
E) negative reinforcement
Answer: E
17) 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
18) Big Y Supermarkets sometimes issued poker chips of different values when
consumers checked out at their supermarkets. The consumers did not get one each time
they checked out, and they did not know what the reward was going to be if they got
one. This is an example of a ________ reward schedule.
A) systematic
B) variable ratio
C) random
D) fixed ratio
E) continuous
Answer: B
19) 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
20) If Mark wants an immediate impact as he introduces his product, he should use
________; if he wants long-term, regular buying behavior, he should use ________.
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
21) Learning based on mental activity is called ________.
A) passive learning
B) massed learning
C) vicarious learning
D) distributed learning
E) cognitive learning
Answer: E
22) 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
23) If Betty faces a problem with her teeth, seeks a solution from her dentist, accepts the
information, and starts using a different toothpaste that solves the problem, she is
engaging in a process called ________.
A) passive learning
B) observational learning
C) incidental learning
D) behavioral learning
E) cognitive learning
Answer: E
24) 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.
25) 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.