Chapter 7: Consumer Learning

Multiple Choice Questions:

1. When new products carrying a well known brand name are advertised, consumers
immediately _____ them with the well-established brand name and are eager to try
them
a. reward
b. associate
c. experience
d. process
e. cue
(b; Understanding, Moderate, p. 197)

2. Learning is all 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
(c; Fact, Easy, p. 198)

3. 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. hemispheral lateralization
(d; Fact, Easy, p. 198)

4. 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
(e; Understanding, Moderate, p. 198)

131
5. _____ acts as a spur to learning.
a. Feedback
b. Cues
c. Response
d. Motivation
e. Reinforcement
(d; Fact, Moderate, p. 199)

6. _____ are the stimuli that give direction to motives.

a. Feedbacks
b. Cues
c. Responses
d. Motivations
e. Reinforcements
(b; Fact, Moderate, p. 199)

7. In the marketplace, price, styling, packaging, advertising, and store displays all serve
as _____ to help consumer fulfill their needs in product-specific ways.
a. feedback
b. cues
c. response
d. motivation
e. reinforcement
(b; Understanding, Moderate, p. 199)

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

a. feedback
b. cues
c. response
d. motivation
e. reinforcement
(c; Fact, Easy, p. 199)

9. _____ increases 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
(e; Fact, Moderate, p. 200)

132
10. 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
(b; Fact, Easy, p. 201)

11. 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
(b; Understanding, Challenging, p. 201)

12. If you usually listen to the 6 o’clock news while smelling dinner as it is being
prepared, 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
(b; Application, Moderate, p. 201)

13. 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
(a; Application, Moderate, p. 201)

133
14. 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
(e; Application, Challenging, p. 201)

15. _____ increases the strength of the association between a conditioned stimulus and an
unconditioned stimulus and slows the process of forgetting.
a. Feedback
b. Reinforcement
c. Repetition
d. Generalization
e. Discrimination
(c; Fact, Easy, p. 203)

16. 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
(a; Fact, Moderate, p. 203)

17. _____ 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
(c; Fact, Challenging, p. 203)

134
18. 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
(b; Understanding, Moderate, p. 203)

19. _____ is our ability to make the same responses to slightly different stimuli.
a. Stimulus discrimination
b. Stimulus generation
c. Stimulus generalization
d. Classical conditioning
e. Advertising wearout
(c; Fact, Moderate, p. 203)

20. 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
(d; Application, Easy, p. 203)

21. 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
(c; Fact, Moderate, p. 203-204)

22. Working from the original Ivory bath soap, Ivory liquid soap and Ivory shower gel are
examples of _____.
a. product form extensions
b. product category extensions
c. product line extensions
d. product differentiation
e. product generalization
(a; Application, Moderate, p. 204)

135
23. 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
(b; Application, Moderate, p. 205)

24. Licensing is a marketing strategy that operates on the principle of _____.

a. stimulus differentiation
b. product category extensions
c. repetition
d. product line extensions
e. stimulus generalization
(e; Understanding, Challenging, p. 207)

25. _____ 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
(b; Fact, Easy, p. 210)

26. _____ 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
(b; Fact, Moderate, p 210)

27. 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
(b; Understanding, Challenging, p. 210)

136
28. 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
(b; Understanding, Challenging, p. 210)

29. 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 known response serves to produce the same response when used
alone
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 that guide consumer actions in the direction desired by the marketer
(d; Understanding, Challenging, p. 211)

30. 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
(c; Understanding, Moderate, p. 212)

31. In cases of _____, behavior is unlearned due to a lack of reinforcement.

a. forgetting
b. information overload
c. decay
d. advertising wearout
e. extinction
(e; Fact, Easy, p. 213)

137
32. Forgetting is often related to the passage of time, and is known as the process of
_____.
a. encoding
b. relationship marketing
c. decay
d. advertising wearout
e. extinction
(c; Fact, Easy, p. 213)

33. _____ involves developing a close, personalized relationship with customers, and is
one form of nonproduct reinforcement.
a. Relationship marketing
b. Copy testing
c. Involvement theory
d. Comprehension
e. Shaping
(a; Fact, Easy, p. 214)

34. 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
(e; Application, Moderate, p. 214)

35. Reinforcement performed before the desired consumer behavior actually takes place
is called _____.
a. positioning
b. licensing
c. preemptive reward
d. shaping
e. passive learning
(d; Fact, Easy, p. 214)

36. _____ produces more initial learning, whereas _____ usually persists longer.
a. The central route to persuasion; the peripheral route to persuasion
b. Massed learning; distributed learning
c. Product form extension; product line extension
d. Modeling; vicarious learning
e. Recognition; recall
(b; Fact, Moderate, p. 215)

138
37. _____ 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
(c; Fact, Easy, p. 215)

38. Learning based on mental activity is called _____.

a. passive learning
b. massed learning
c. vicarious learning
d. distributed learning
e. cognitive learning
(e; Fact, Easy, p. 215)

39. 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
(a; Understanding, Moderate, p. 215)

40. _____ 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
(c; Fact, Easy, p. 216)

139
41. 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
(b; Fact, Moderate, p. 217)

42. 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
(e; Understanding, Moderate, p. 217)

43. Knowledge _____ involves relating new data to old data to make the material more
meaningful.
a. retention
b. rehearsal
c. activation
d. shaping
e. encoding
(c; Fact, Challenging, p. 218)

44. Information that is stored _____ in long-term memory is stored according to

significant concepts.
a. episodically
b. semantically
c. passively
d. discriminately
e. comprehensively
(b; Fact, Challenging, p. 218)

45. The process by which we recover information from long-germ storage is known as
_____.
a. retention
b. decoding
c. encoding
d. retrieval
e. processing
(d; Fact, Easy, p. 219)

140
46. _____ 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. Hemispheral lateralization
b. Behavioral learning
c. Distributed learning
d. Observational learning
e. Passive learning
(e; Understanding, Challenging, p. 220)

47. _____ 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
(c; Understanding, Challenging, p. 222)

48. 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
(a; Understanding, Challenging, p. 222)

49. 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
(c; Understanding, Challenging, p. 222)

141
50. The elaboration likelihood model suggests that _____.
a. 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
b. the kind of learning most characteristic of human beings is problem solving,
which enables individuals to gain some control over their environment
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. a person’s level of involvement during message processing is a critical factor in
determining which route to persuasion is likely to be effective
(e; Fact, Challenging, p. 223)

51. _____ of brand loyalty are concerned with consumers’ overall feelings about the
product and brand and their purchase intentions, whereas _____ are based on
observable responses to promotional stimuli, such as repeat purchase behavior.
a. Recognition tests; recall tests
b. Attitudinal measures; behavioral measures
c. Short-term stores; long-term stores
d. Stimulus-response theories; involvement theories
e. Consumer drivers; brand drivers
(b; Understanding, Moderate, p. 227)

52. _____ of consumer loyalty include social group influences and peers’
recommendations.
a. Brand drivers
b. Consumer drivers
c. Attitudinal measures
d. Social drivers
e. Behavioral measures
(d; Fact, Moderate, p. 229)

53. _____ 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
(c; Understanding, Challenging, p. 229)

142
54. _____ 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
(b; Fact, Moderate, p. 230)

55. 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
(a; Understanding, Moderate, p. 230)

Multiple Choice Mini Cases:

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.

56. 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
(c; Application, Moderate, p. 201)

57. In the SHAMPOO MINI CASE, the perceptions of consumers regarding Shimmer
shampoo constitutes their _____.
a. conditioned stimulus
b. conditioned response
c. unconditioned stimulus
d. unconditioned response
e. cognitive associative learning
(d; Application, Moderate, p. 201)

143
58. In the SHAMPOO MINI CASE, Shimmer’s new line of conditioners bearing the
Shimmer brand is the _____.
a. conditioned stimulus
b. conditioned response
c. unconditioned stimulus
d. unconditioned response
e. cognitive associative learning
(a; Application, Moderate, p. 201)

59. 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
_____.
a. conditioned stimulus
b. conditioned response
c. unconditioned stimulus
d. unconditioned response
e. cognitive associative learning
(b; Application, Moderate, p. 201)

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 and its stores are recognizable from the road by their gray and yellow color
schemes. Mr. Greasy’s advertisements emphasize the importance of changing a car’s oil
regularly in order to prevent costly engine failure. 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.

60. 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
(e; Application, Challenging, p. 212)

144
61. 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
(c; Application, Challenging, p. 214)

62. 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
(a; Application, Challenging, p. 203)

63. 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
(b; Application, Challenging, p. 230)

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.

145
64. In the FAST FOOD MINI CASE, Speedy Burger’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
(c; Application, Challenging, p. 203-204)

65. In the FAST FOOD MINI CASE, Speedy Burger’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
(a; Application, Moderate, p. 205)

66. 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
(e; Application, Moderate, p. 207)

67. In the FAST FOOD MINI CASE, Continental Foods’ launch strategy for its new salsa
and tortilla chip lines constitutes _____.
a. vicarious learning
b. shaping
c. passive learning
d. massed learning
e. positioning
(b; Application, Challenging, p. 214)

True/False Questions:

68. Consumer learning is a process that continually evolves and changes as a result of
newly acquired knowledge or from actual experience.
(True; Understanding, Moderate, p. 198)

69. The role of experience in learning indicates that all learning is deliberately sought.
(False; Fact, Easy, p. 198)

146
70. Cues serve to direct consumer drives regardless of whether these cues are consistent
with consumer expectations.
(False; Understanding, Challenging, p. 199)

71. Learning occurs only when responses are overt.

(False; Fact, Challenging, p. 199)

72. Increasing the number of repetitions of a message increases the message’s retention,
without any known satiation point.
(False; Understanding, Easy, p. 203)

73. 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.
(True; Fact, Moderate, p. 203)

74. The effectiveness of repetition is independent of the amount of competitive

advertising to which the consumer is exposed.
(False; Fact, Moderate, p. 203)

75. Listerine PocketPaks and Crest Whitestrips are forms of product form extensions.
(True; Application, Moderate, p. 204)

76. 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.
(True; Fact, Easy, p. 210)

77. 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.
(False; Application, Moderate, p. 212)

78. Extinction, another term for forgetting, involves unlearning behavior due to lack of
reinforcement.
(False; Understanding, Moderate, p. 213)

79. 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.
(True; Understanding, Easy, p. 213)

80. The promise of possibly receiving a reward provides positive reinforcement and
encourages consumer patronage.
(True; Fact, Easy, p. 214)

147
81. Lotteries, sweepstakes, door prizes, and contests that require certain consumer
behaviors for eligibility are examples of variable ratio reward schedules.
(True; Application, Easy, p. 214)

82. Reinforcement performed before the desired consumer behavior actually takes place
is called modeling.
(False; Fact, Challenging, p. 215)

83. When a marketer’s goal is long-term repeat buying on a regular basis, a massed
learning schedule is preferable.
(False; Understanding, Moderate, p. 215)

84. A distributed ad campaign, with ads repeated on a regular basis, results in more
long-term learning and is relatively immune to extinction.
(True; Understanding, Challenging, p. 215)

85. Greater familiarity with the product category increases cognitive ability and learning
during a new purchase decision, particularly with regard to technical information.
(True; Fact, Moderate, p. 215)

86. Although it is relatively easy to get information into the consumer’s sensory store, it
is difficult to make a lasting impression.
(True; Fact, Easy, p. 216)

87. Once information is perceived, it is first stored in the short-term store, then the
long-term store, then the sensory store.
(False; Understanding, Easy, p. 216-217)

88. Rehearsal is the process by which we select a word or visual image to represent a
perceived object.
(False; Fact, Moderate, p. 216-217)

89. When consumers are presented with information overload, they may encounter
difficulty in encoding and storing it all.
(True; Understanding, Easy, p. 218)

90. Product information stored in memory tends to be brand based.

(True; Fact, Moderate, p. 218)

91. Unexpected message elements pierce consumers’ perceptual screens and improve the
memorability of an ad when these elements are relevant to the advertising message.
(True; Understanding, Easy, p. 219)

92. Ads can act as retrieval cues for a competitive brand.

(True; Fact, Moderate, p. 219)

148
93. A consumer’s level of involvement in a product purchase is independent of the degree
of personal relevance that the product holds for that consumer.
(False; Understanding, Easy, p. 222)

94. 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.
(False; Fact, Moderate, p. 228)

95. Purchase loyalty leads to a higher market share.

(True; Fact, Easy, p. 228)

96. Brand drivers for consumer loyalty include the consumer’s personal degree of risk
aversion or variety seeking.
(False; Fact, Moderate, p. 229)

97. For marketers, the major function of learning theory is to teach consumers that their
product is best, to encourage repeat purchases, and, ultimately to develop loyalty to
the brand name and brand equity for the company.
(True; Understanding, Moderate, p. 230)

Essay Questions:

98. 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.
(Application, Moderate, p. 201)

149
 99. 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.
(Application, Moderate, p. 203-209)

100. 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
(Application, Easy, p. 203-205)

101. 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.
(Understanding, Moderate, p. 207-209)

150
102. What are the three types of reinforcement schedules used by marketers to reward
customers?

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.
(Fact, Moderate, p. 214)

103. 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.
(Understanding, Challenging, p. 25)

104. What is the split-brain theory?

Answer:

Also known as Hemispheral 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.
(Fact, Moderate, p. 215)

151
105. 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.
(Understanding, Challenging, p. 216-217)

106. What is the Elaboration Likelihood Model?

Answer:

The ELM suggests that a person’s level of involvement during message processing is
a critical factor in determining which route to persuasion is likely to be effective. For
example, as the message becomes more personally relevant, people are more willing
to expend the cognitive effort required to process the message arguments. Thus, when
involvement is high, consumers follow the central route and base their attitudes or
choices on the message arguments. When involvement is low, they follow the
peripheral route and rely heavily on other message elements to form attitudes or make
product choices.
(Fact, Moderate, p. 223)

152
107. 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
(Understanding, Challenging, p. 228-229)

153