192) The book The Secret Sales Pitch: An Overview of Subliminal Advertising is about
subliminal messages, which reflect what kind of potential influence on the consumer decision-
making process?
A) sociocultural
B) situational
C) psychological
D) acculturational
E) attitudinal
193) The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but
believes there may be negative consequences is referred to as
A) a negative antecedent state.
B) perceived risk.
C) temporal uncertainty.
D) cognitive dissonance.
E) a positive precedent state.
194) Perceived risk is
A) an unmerited fear of being taken advantage of in an exchange situation.
B) the feeling of postpurchase psychological tension or anxiety that consumers may experience
when faced with two or more highly attractive alternatives.
C) the degree to which a seller is willing to make an exchange based upon a customer’s
creditworthiness.
D) the personal, social, and economic significance of the purchase to the consumer.
E) the anxiety felt because the consumer cannot anticipate the outcomes of a purchase but
believes there may be negative consequences.
195) The fear of physical harm, a large financial outlay required to buy the product, fear of poor
product performance, and fear of disapproval from friends can all contribute to
A) consumer angst.
B) cognitive dissonance.
C) purchase anxiety.
D) perceived risk.
E) consumer cynicism.
196) All of the following are marketing strategies designed to reduce consumers’ perceived risk
and encourage purchases except which?
A) securing endorsements from influential people
B) providing warranties and guarantees
C) providing free trials of the product
D) giving extensive usage instructions
E) using subliminal advertising
197) When Clorox uses the Good Housekeeping Seal for its Fresh Step cat litter, its strategy is to
reduce a consumer’s ________ and encourage purchases.
A) consumer angst
B) cognitive dissonance
C) perceived risk
D) purchase anxiety
E) consumer cynicism
198) When Kia Motors offered a 10-year, 100,000-mile warranty for its Kia Soul automobile, its
strategy was to reduce consumers’ ________ and encourage purchases.
A) behavioral learning
B) cognitive learning
C) brand loyalty
D) perceived risk
E) rational dissonance
199) Kendall was excited to begin her new job after she graduated from college. Which of the
following purchases would most likely have the greatest perceived risk for her the day before she
begins the job?
A) a subscription to The Wall Street Journal
B) an outfit for her first day
C) a new coffeemaker
D) flowers to decorate her new apartment
E) running shoes
200) Those behaviors that result from repeated experience and reasoning are referred to as
A) psychosocial edification.
B) acculturation.
C) attitudinal identification.
D) wisdom.
E) learning.
201) Learning refers to
A) content that has been transferred from short-term to long-term memory.
B) those behaviors that result from repeated experience and reasoning.
C) the process by which an individual selects, organizes, and interprets information to create a
meaningful picture of the world.
D) a consumer’s subjective perception of how a product or brand performs on different attributes
based on personal experience, advertising, and discussions with other people.
E) a predisposition to respond to an object or class of objects in a consistently favorable or
unfavorable way.
202) The process of developing automatic responses to a situation built up through repeated
exposure to it is referred to as
A) perceptual learning.
B) retentive learning.
C) functional learning.
D) motivated learning.
E) behavioral learning.
203) All of the following variables are central to how consumers learn from repeated experience
except which?
A) purchase
B) reinforcement
C) response
D) drive
E) cue
204) You are sleepy before your 8 a.m. class and you notice the Starbucks on the walk to school.
You stop for a drink and purchase something new that you really enjoy. The next day you do the
same, and soon this has become a habit. This process is an example of
A) cognitive learning.
B) the scientific method.
C) behavioral learning.
D) attitude formation.
E) cognitive dissonance.
205) In behavioral learning, a need that moves an individual to action is a(n)
A) drive.
B) cue.
C) attitude.
D) response.
E) reinforcement.
206) One evening while watching TV, your stomach growls. You see an ad for Subway. You
walk to the Subway shop and buy a sandwich, which tastes great. In terms of behavioral
learning, your hunger is a
A) reinforcement.
B) cue.
C) response.
D) prompt.
E) drive.
207) In behavioral learning, a(n) ________ is a stimulus or symbol perceived by consumers.
A) drive
B) cue
C) attitude
D) response
E) reinforcement
208) You need to buy a gift for a young cousin’s birthday. You go to the mall and see a girl
wearing a Hello Kitty T-shirt. You remember there is a store in the mall with a lot of Hello Kitty
merchandise so you go there and buy a little backpack. When you give it to your cousin, she is
very excited. In terms of behavioral learning, seeing the girl with the Hello Kitty shirt was a
A) drive.
B) reinforcement.
C) cue.
D) response.
E) prompt.
209) In behavioral learning, a ________ is the action taken by a consumer to satisfy a drive.
A) cue
B) demotivator
C) motivator
D) response
E) stimulus
210) While posting photos on Instagram, your stomach growls. You see an ad for Jimmy John’s.
You walk to Jimmy John’s and buy a sandwich, which tastes great. In terms of behavioral
learning, walking to the sandwich shop and buying a sandwich is a
A) drive.
B) response.
C) reinforcement.
D) cue.
E) prompt.
211) You need to buy a gift for a young cousin’s birthday. At the mall you see a girl wearing a
Hello Kitty T-shirt. You remember there is a store nearby with a lot of Hello Kitty merchandise
so you go there and buy a little backpack. When you give it to your cousin, she is very excited.
In terms of behavioral learning, your purchase at the Hello Kitty store was a
A) drive.
B) response.
C) reinforcement.
D) cue.
E) prompt.
212) In behavioral learning, a ________ is the reward that is given to a consumer.
A) cue
B) stimulus
C) motivator
D) response
E) reinforcement
213) If a consumer tries a new coffee drink at Starbucks and hates it, which variable of
behavioral learning has been ineffective?
A) reinforcement
B) achievement
C) drive
D) cue
E) response
214) ________ occurs when a response elicited by one stimulus (cue) is generalized to another
stimulus. Using the same brand name for different products is an application of this concept.
A) Selective comprehension
B) Selective retention
C) Stimulus generalization
D) Stimulus discrimination
E) Routine problem solving
215) If McNeil Consumer Healthcare uses the same brand name for different products such as
Tylenol Cold & Flu and Tylenol P.M. based on behavioral learning theory, this strategy is an
example of
A) stimulus generalization.
B) selective comprehension.
C) selective retention.
D) stimulus discrimination.
E) routine problem solving.
216) Which of the following is a concept from behavioral learning theory that marketers use?
A) selective comprehension
B) selective retention
C) stimulus generalization
D) cognitive dissonance
E) routine problem solving
217) A person’s ability to perceive differences in stimuli is referred to as
A) selective comprehension.
B) selective retention.
C) stimulus generalization.
D) stimulus discrimination.
E) routine problem solving.
218) Consumers’ ability to perceive taste differences in chocolate bars is an example of
A) cognitive dissonance.
B) stimulus discrimination.
C) selective retention.
D) selective comprehension.
E) stimulus generalization.
219) Elsa contends that she can taste the difference between fat-free cheeses and those with
regular fat content. Elsa is exhibiting
A) cognitive dissonance.
B) selective retention.
C) stimulus discrimination.
D) selective comprehension.
E) stimulus generalization.
220) Edison noticed that prices at a new video game rental website were lower than those at most
of the other gaming websites or retail stores such as Game Stop. He is exhibiting
A) cognitive dissonance.
B) selective retention.
C) selective comprehension.
D) stimulus discrimination.
E) stimulus generalization.
221) Comparative advertising, in which one brand is compared to another, is intended to cause
consumers to perceive differences between the products featured in the advertising. Marketers
who employ comparative advertising are trying to use ________ to make consumers believe that
their products are better than competitors’ offerings.
A) cognitive dissonance
B) selective retention
C) selective comprehension
D) stimulus generalization
E) stimulus discrimination
222) Consumers can learn through thinking, reasoning, and mental problem solving without
direct experience, which is called
A) stimulus discrimination.
B) cognitive learning.
C) attitudinal learning.
D) stimulus generalization.
E) behavioral learning.
223) Making connections between two or more ideas or simply observing the outcomes of
others’ behaviors and adjusting one’s own behavior accordingly is known as what type of
learning?
A) stimulus discrimination
B) cognitive learning
C) attitudinal learning
D) stimulus generalization
E) behavioral learning
224) When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix
tastes just like homemade, it is influencing which type of learning?
A) stimulus discrimination
B) brand loyalty
C) cognitive learning
D) stimulus generalization
E) behavioral learning
225) Advertising explains that the drug Plavix works by preventing plaque buildup in arteries
that can cause heart attack and stroke. This is an example of
A) using a cognitive learning technique.
B) using a behavioral learning technique.
C) reducing perceived risk.
D) creating stimulus generalization.
E) using an attitudinal learning technique.
226) The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth
for added flavor. This is an example of
A) using a behavioral learning technique.
B) reducing perceived risk.
C) creating stimulus generalization.
D) using a cognitive learning technique.
E) using an attitudinal learning technique.
227) Research has found that for many products, including soft drinks, coffee, and cosmetics,
consumers are unable to distinguish among brands in blind tests (i.e., taste or other use of the
products without labels). Nonetheless, even when prices are similar, consumers have strong
preferences for specific brands. They may buy out of habit, which is the basis of
A) extended problem solving.
B) limited problem solving.
C) routine problem solving.
D) high-involvement problem solving.
E) personal problem solving.
228) A favorable attitude toward and consistent purchase of a single brand over time is referred
to as
A) stimulus generalization.
B) attitudinal discrimination.
C) brand loyalty.
D) behavioral loyalty.
E) consumer allegiance.
229) Brand loyalty refers to
A) the group of brands that a consumer would consider acceptable from among all the brands in
the product class of which he or she is aware.
B) a favorable attitude toward and consistent purchase of a single brand over time.
C) a formalized agreement of a vendor to carry one brand over another because it views the
quality of that brand to be superior to all others.
D) the willingness of consumers to try a new brand in a brand line based upon their satisfaction
with other brands in the line.
E) the faith that other products manufactured by the same company with the same brand name
will be of the same quality.
230) Which of the following statements about brand loyalty is most accurate?
A) Learning has little effect on brand loyalty because most habits are instinctual.
B) Brand loyalty increases the perceived risk associated with impulse purchases.
C) The incidence of brand loyalty is steadily rising in North America.
D) Brand loyalty results from the positive reinforcement of previous actions.
E) The best way to enhance brand loyalty is to brand all new products with the same brand name.
231) A learned predisposition to respond to an object or class of objects in a consistently
favorable or unfavorable way is referred to as a(n)
A) attitude.
B) belief.
C) value.
D) motivation.
E) perception.