9-21
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 09-03 Distinguish the different processes underlying high- and low– involvement learning.
Topic: Conditioning
51. __________ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g.,
behavior or feeling).
A. Analogous conditioning
B. Iconic rote conditioning
C. Classical conditioning
D. Modeled conditioning
E. Vicarious conditioning
52. __________ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g.,
satisfaction) that serves to reinforce the response.
A. Operant conditioning
B. Iconic rote conditioning
C. Classical conditioning
D. Modeled conditioning
E. Vicarious conditioning
53. Coca-Cola does not advertise during the evening news because the marketer does not want the often negative
information reported on the news to create a negative feeling toward the brand. Which type of learning creates an
association between the brand and some response?
A. classical conditioning
B. operant conditioning
C. iconic learning
D. vicarious learning
E. reinforced learning
54. The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that
the response is associated with a positive outcome is the basic premise of which type of learning?
A. classical conditioning
B. operant conditioning
C. iconic learning
D. vicarious learning
E. reinforced learning
55. Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product)
and come to understand its power in predicting positive outcomes that serve as reinforcement?
A. classical conditioning
B. operant conditioning
C. iconic conditioning
D. vicarious conditioning
E. reinforced conditioning
56. The process of encouraging partial responses leading to the final desired response is known as
A. step learning.
B. staging.
C. stepping.
D. shaping.
E. modeling.
57. Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To
encourage consumers to adopt this brand, P&G gave away free samples along with a high value coupon on the
purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at
full price. This is an example of
A. step learning.
B. staging.
C. stepping.
D. shaping.
E. modeling.
9-24
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 09-03 Distinguish the different processes underlying high- and low– involvement learning.
Topic: Conditioning
58. Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope
with situations?
A. conditioning
B. cognitive learning
C. affective learning
D. shaping
E. conscious learning
59. Which of the following is not a type of cognitive learning?
A. iconic rote
B. vicarious learning/modeling
C. analytical reasoning/analogy
D. operant
E. All of these choices are types of cognitive learning.
60. Learning a concept or the association between two or more concepts in the absence of conditioning is known as
A. operant learning.
B. iconic rote learning.
C. vicarious learning.
D. modeling.
E. analytical reasoning.
61. Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over.
Which type of cognitive learning is this?
A. operant learning
B. vicarious learning
C. modeling
D. analytical reasoning
E. iconic rote learning
62. When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of
others’ behaviors and adjust their own accordingly, which type of learning has occurred?
A. operant learning
B. vicarious learning
C. shaping
D. analytical reasoning
E. iconic rote learning
9-26
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 09-03 Distinguish the different processes underlying high- and low– involvement learning.
Topic: Cognitive Learning
63. The most complex form of cognitive learning is
A. operant learning.
B. vicarious learning.
C. iconic rote learning.
D. analytical reasoning.
E. modeling.
64. Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or
object?
A. operant reasoning
B. analogical reasoning
C. cognitive reasoning
D. affective reasoning
E. conscious reasoning
65. __________ refers to the process of learning to respond differently to similar but distinct stimuli.
A. Stimulus generalization
B. Stimulus reasoning
C. Stimulus discrimination
D. Stimulus contrasting
E. Stimulus identification
66. __________ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.
A. Stimulus generalization
B. Stimulus reasoning
C. Stimulus discrimination
D. Stimulus contrasting
E. Stimulus identification
67. Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is
that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper
store brand. This is an example of
A. stimulus discrimination.
B. stimulus generalization.
C. stimulus confusion.
D. stimulus similarity.
E. stimulus deception.
9-28
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
Learning Objective: 09-03 Distinguish the different processes underlying high- and low– involvement learning.
Topic: Learning to Generalize and Differentiate
68. In conditioned learning, forgetting is often referred to as
A. decay.
B. deconditioning.
C. extinction.
D. failure.
E. retrieval failure.
69. Which of the following enhances the strength of learning?
A. importance
B. message involvement
C. mood
D. repetition
E. All of these choices are correct.
70. Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his
health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient
information on packages. Donald’s strength of learning is most likely to be strong due to which factor that affects the
strength of learning?
A. mood
B. punishment
C. importance
D. repetition
E. dual coding
71. Ads that encourage consumers to remember past personal experiences and use language such as “you” and
“your” in the copy are using the strategy of __________ to enhance message involvement.
A. importance
B. personalization
C. dual coding
D. mood enhancement
E. self-referencing
72. Anything that increases the likelihood that a given response will be repeated in the future is considered
A. punishment.
B. a reward.
C. reinforcement.
D. a conditioned stimulus.
E. an operant.
73. A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though
the man in the ad is always yelling for consumers to “Come on down, you’ll be glad you did!” This car dealership
uses the same type of ad over and over even though the specific information changes, and consumers tend to shut
out the message, evaluate it negatively, or disregard it. John is so sick of these ads that he instantly changes the
channel when one comes on. This is an example of
A. zipping.
B. advertising wearout.
C. interference.
D. pulsing.
E. poor positioning.
74. Sometimes consumers have difficulty retrieving a specific piece of information because other related
information in memory gets in the way, which is an effect referred to as
A. noise.
B. echoic memory.
C. interference.
D. clutter.
E. memory failure.
75. Which of the following is a strategy to reduce competitive interference?
A. create a semantic memory of a brand
B. create a episodic memory of a brand
C. use pulsing
D. provide external retrieval cues
E. provide an incentive for trial
76. __________ refers to the schematic memory of a brand.
A. Brand image
B. Brand equity
C. Brand leverage
D. Brand position
E. Brand benefit
9-32
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
Learning Objective: 09-06 Understand the application of learning to brand positioning.
Topic: Brand Image
77. Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This
is an example of Mercedes’
A. brand equity.
B. brand image.
C. brand leverage.
D. brand position.
E. brand identity.
78. The decision by a marketer to try to achieve a defined brand image relative to competition within a market
segment is called
A. product extension.
B. brand extension.
C. brand leveraging.
D. product positioning.
E. product equity.