34. Mark always avoids high-end brands as he considers them too expensive. However, in one of his
shopping trips, he notices that a luxury cologne was being sold at a considerably reduced price. He
buys two of these colognes even though he had to pay slightly more than what he usually does. Which
of the following is most likely to have influenced Mark’s buying behavior?
a.
Mere exposure effect
b.
Just meaningful difference
c.
Preattentive effect
d.
Assimilative difference
e.
Mere association effect
35. _____ memory represents stored information concerning stimuli one is exposed to but does not pay
attention to.
a.
Autobiographical
b.
Implicit
c.
Episodic
d.
Semantic
e.
Declarative
36. Sara gets information on different competing products and their prices on the Internet and utilizes the
data gathered to settle for the best product in the market. In this example, the data gathered by Sara is
most likely to be stored in _____ memory.
a.
explicit
b.
buffer
c.
semantic
d.
declarative
e.
implicit
37. Implicit memory creates _____ effects, which is learning that is developed in the absence of attention.
a.
subliminal
b.
mere exposure
c.
preattentive
d.
mere association
e.
distortive
38. John has very little knowledge of cheese and seldom buys it. However, when he is invited to dinner by
a friend, a self-confessed cheese lover, John feels obligated to buy cheese for him. When he comes
back home after dinner, John finds that the Stilton cheese he randomly chose and bought was
displayed on the calendar in his kitchen. Which of the following is most likely to account for John’s
choice of cheese?
a.
Mere exposure effect
b.
Just meaningful difference
c.
Skinner’s Law
d.
Weber’s Law
e.
Just noticeable difference
39. Which of the following statements is true of the mere exposure effect?
a.
The mere exposure effect is created in the presence of attention.
b.
The increased liking associated with the mere exposure effect is difficult to elicit.
c.
The size of the effect is not very strong relative to an effect created by a strong cohesive
argument.
d.
The mere exposure effect works best when the consumer has a high involvement in
processing the object.
e.
The mere exposure effect has the greatest effect on old and familiar objects.
40. One way marketers are dealing with the declining effectiveness of traditional advertising due to
technology, such as digital video recorders allowing viewers to zoom past commercials, is to get their
products integrated into television programs. In some shows, actors are seen driving a Toyota Prius or
drinking Pepsi. This sort of advertising is an example of _____.
a.
subliminal advertising
b.
product placement
c.
overt advertising
d.
crowd manipulation
e.
conquesting
41. Daysha was watching a movie when she noticed branded products being shown conspicuously, such as
the main character driving a BMW and drinking a bottle of Coke. Later, the character’s Apple
computer was delivered via UPS. Daysha figured that this was a marketing strategy that employs
______.
a.
Weber’s law
b.
mere association effect
c.
overt placement
d.
product placement
e.
crowd manipulation
42. Attention that is beyond the conscious control of the consumer and that occurs as the result of
exposure to surprising or novel stimuli is known as _____ attention.
a.
involuntary
b.
selective
c.
split
d.
explicit
e.
joint
43. Which of the following is a natural reflex that occurs as a response to a threat from the environment
and represents a protective behavior?
a.
Galant reflex
b.
Plantar reflex
c.
Orientation reflex
d.
Masseter reflex
e.
Rooting reflex
44. Richard was crossing the road while looking at his phone which was ringing. Suddenly he was startled
by a bike running straight into him. In a bid to avoid the bike, he tripped and his right knee was badly
scratched. Which of the following reflexes is most likely to account for Richard’s diversion of
attention from his phone to the bike?
a.
Orientation reflex
b.
Rooting reflex
c.
Masseter reflex
d.
Moro reflex
e.
Startle reflex
45. Which of the following statements is true regarding the factors that gain consumers’ attention?
a.
All things equal, a consumer is more likely to pay attention to a weaker stimuli than to a
stronger stimuli.
b.
Contrasting stimuli are extremely ineffective in getting attention.
c.
All else equal, smaller items garner more attention than larger ones.
d.
In general, a moving object will get more attention than a stationary one.
e.
Surprising stimuli are less likely to get consumers’ attention.
46. _____ refers to the personal relevance a consumer feels towards a particular product.
a.
Involvement
b.
Commitment
c.
Reliability
d.
Relativity
e.
Compatibility
47. Which of the following terms refers to the interpretation or understanding that a consumer develops
about an attended stimulus?
a.
Exposure
b.
Habituation
c.
Comprehension
d.
Sensitiztion
e.
Social referencing
48. _____ learning occurs when behavior is modified through a consumer–stimulus interaction without a
cognitive effort to understand a stimulus.
a.
Tangential
b.
Unintentional
c.
Formal
d.
Observational
e.
Avoidance
49. Most consumers set out to specifically learn information about cars before making a purchase. Many
search the Internet and visit dealerships before finalizing the purchase. Which of the following types of
learning does this represent?
a.
Intentional learning
b.
Formal learning
c.
Episodic learning
d.
Avoidance learning
e.
Associative learning
50. Sandra and her husband are considering the purchase of a new washer and dryer. They don’t know
much about high efficiency appliances, so they search the Internet, talk to friends and family, and visit
several stores so that they can make a good decision. Sandra and her husband are engaged in _____
learning.
a.
formal
b.
episodic
c.
intentional
d.
rote
e.
avoidance
51. Which of the following approaches to learning focuses on changes in one’s conduct that occur as
conditioned responses to stimuli, without concern for the cognitive mechanics of the process?
a.
Connectivist approach
b.
Transformative approach
c.
Constructivist approach
d.
Behaviorist approach
e.
Cognitve approach
52. Which of the following perspectives to learning focuses on the cognitive processes associated with
comprehension that lead to consumer learning?
a.
Behaviorist perspective
b.
Transformative perspective
c.
Constructivist perspective
d.
Information processing perspective
e.
Connectivist perspective
53. Which of the following is true of the information processing perspective to learning?
a.
It assumes that the human brain is a “black box.”
b.
It assumes that all cognitive processes are behaviors themselves.
c.
It assumes that consumers directly respond to the stimuli to which they are exposed.
d.
It assumes that changes in thought and knowledge precipitate behavioral changes.
e.
It assumes that no description of what happens inside the human body can adequately
explain human behavior.
54. _____ refers to a change in behavior that occurs simply through associating some stimulus with
another stimulus that naturally causes a reaction.
a.
Observational learning
b.
Avoidance learning
c.
Operant conditioning
d.
Instrumental conditioning
e.
Classical conditioning
55. In Pavlov’s classical conditioning experiment, the salivation of the dogs on being exposed to the meat
powder is an example of a(n) _____ response.
a.
reinforcement
b.
operant
c.
conditioned
d.
unconditioned
e.
instrumental
56. In Pavlov’s classical conditioning experiment, the salivation of the dogs on being exposed to the
ringing of the bell is an example of a(n)_____.
a.
conditioned response
b.
unconditioned response
c.
conditioned stimulus
d.
unconditioned stimulus
e.
discriminative stimulus
57. Which of the following uses reinforcement to condition behavior?
a.
Classical conditioning
b.
Delay conditioning
c.
Instrumental conditioning
d.
Respondent conditioning
e.
Simultaneous conditioning
58. Natalie was trying to house train her new puppy, Beaux. Every time he “did his business” outside, she
praised him for being a good dog and gave him a treat. Beaux eventually learned the behavior Natalie
desired and was soon able to alert her every time he wanted to relieve himself. This type of learning is
referred to as _____.
a.
instrumental conditioning
b.
classical conditioning
c.
respondent conditioning
d.
avoidance learning
e.
observational learning
59. _____ often take the form of some type of reward.
a.
Aversives
b.
Positive Punishers
c.
Negative Punishers
d.
Positive reinforcers
e.
Negative reinforcers
60. Advertisements that feature special promotions, such as buy-one-get-one-free offers, represent a
marketing strategy that makes use of _____ because these advertisements essentially signal that
customers will get value in some form of a reward when they perform a specific purchasing activity.
a.
discriminative stimuli
b.
shapers
c.
aversive stimuli
d.
extinction stimuli
e.
punishers
61. _____ refers to the process through which the desired behavior is altered over time, in small
increments, where the focus is on rewarding “small” behaviors that lead to the “big” behavior
ultimately desired.
a.
Sensitizing
b.
Shaping
c.
Chaining
d.
Delay conditioning
e.
Operant hoarding
62. Which of the following represents the stimuli that decrease the likelihood that a behavior will occur
again?
a.
Continuous reinforcers
b.
Shapers
c.
Punishers
d.
Positive reinforcers
e.
Negative reinforcers
63. Which of the following refers to the removal of bad stimuli as a way of encouraging behavior?
a.
Continuous reinforcement
b.
Negative punishment
c.
Negative reinforcement
d.
Positive reinforcement
e.
Positive punishment
64. Tanya bought a certain brand of soft drink only when she had discount coupons for it and she
discontinued purchasing that soft drink brand when the discount coupons ran out. This discontinuation
is an example of _____.
a.
distortion
b.
restoration
c.
desensitization
d.
discrimination
e.
extinction
LANDSCAPING SCENARIO
Petals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the chief
agriculturist of the firm, in an interview to a home and garden magazine, talks about how landscaping
can be a tightrope walk. “Our prices vary vastly according to what our clients want. A major haul may
cost anything between $300,000 or more for an area spanning a 100 sq.ft. We try and give our clients
their money’s worth.” Mr. Roth explains further, “However, we cannot rule out times when our
opinion differs with the client’s opinion of ‘worth’. We had a client who wanted his garden to have a
‘bit of an air of sophistication without major change.’ I suggested switching to a finer, more delicate
grass. However, when it was done he complained that ‘the grass was still green’ and that he cannot see
any ‘refinement.’ So, it’s important to know exactly what the client wants and get to the specifics of it
in detail.” Such stories should not discourage interested entrepreneurs from foraying into landscaping.
“Another client asked for something novel and a little different. So, we installed only colored leaves.
The idea of a garden with no flowers required a little getting used to for him but he was pleased with
the aesthetics.” The work gives you an opportunity to brighten people’s lives. “Once, a mother came
with the request for a ‘fairy tale garden’ for her daughters. So, we had water bodies with lilies, lotuses
and mermaids; bronze statues of different characters from famous fairy tales. The mother beamed, ‘It’s
as it should be.” A word of caution, however, its not just happy endings all the way in the land of
landscaping. “We gave a full refund to a client who wanted us to recreate his childhood. We created a
green and lush environment with swings on trees, but unfortunately, he grew up in an arid country with
sparse vegetation. So, what we gave him “never gave him a feeling of his childhood” as it was very
different from where he grew up.”
65. Refer to Landscaping Scenario. When a client and Petals and Palettes have different interpretations
about whether the service is “worth” the client’s money, it is an example of a difference in _____.
a.
perception
b.
motivation
c.
determination
d.
alienation
e.
distortion
66. Refer to Landscaping Scenario. The idea of a garden with no flowers required a little getting used to
for one of Mr. Roth’s clients. However, the client was pleased with the garden’s aesthetics as he
wanted it to be a little different. With respect to cognitive categorization, which of the following
reactions best illustrates the client’s response?
a.
Assimilation
b.
Accommodation
c.
Contrast
d.
Selection
e.
Distortion
67. Refer to Landscaping Scenario. A mother who wanted a fairy tale garden for her daughters was very
happy with the service provided by Petals and Palettes. According to her, the garden was just as she
wanted it to be. With respect to cognitive categorization, which of the following reactions best
illustrates her response?
a.
Assimilation
b.
Accommodation
c.
Contrast
d.
Selection
e.
Distortion
68. Refer to Landscaping Scenario. A client, who wanted Petals and Palettes to recreate his childhood, got
a full refund when he complained that their services “never gave him a feeling of childhood” as the
lush green environment that they had created was very different from the arid desert he grew up in.
With respect to cognitive categorization, which of the following reactions best illustrates the client’s
response?
a.
Assimilation
b.
Accommodation
c.
Contrast
d.
Selection
e.
Motivation
69. Refer to Landscaping Scenario. A client who wanted his garden to have a “bit of an air of
sophistication without any major change,” complained “the grass was still green” and that he could not
see any “refinement.” The client’s reaction indicates that the new landscape failed to register a(n)
_____ difference when compared with the old one.
a.
substitutional
b.
assimilative
c.
accommodative
d.
just noticeable
e.
distortive
WARNING LABELS SCENARIO
Cigarette packages and advertisements have included warning labels for several years, but the Family
Smoking Prevention and Tobacco Control Act (Tobacco Control Act) signed into law in 2009 required
that stronger and more graphic health warnings appear on cigarette packages by 2012. In 2011, the
Food and Drug Administration proposed nine new textual warning statements that were much stronger
than previous warning statements. The new warning statements included statements such as
“Cigarettes are addictive,” “Cigarettes cause cancer,” and “Tobacco smoke may harm your children.”
These statements were to be accompanied by color graphics depicting the negative health effects of
smoking. Some of the proposed graphics included a picture of diseased lungs, a man smoking with
smoke coming out of a hole in his throat, rotted teeth and mouth cancer, a mother blowing smoke in
her baby’s face, and dead and dying people. The Tobacco Control Act dictated the placement of these
statements and graphics on packages and advertisements, taking up at least 50 percent of the front of
the package and at least 20 percent of the advertisement. Research reveals that the best way to quit is
the reduce the intake of tobacco in small increments over time rather than an attempt to quit it
altogether.
70. Refer to Warning Labels Scenario. The objective of introducing warning labels on cigarette packs is to
reduce smoking among consumers, based on the belief that if consumers read these statements and
look at the graphic depictions, the desired outcome will be achieved. This change in behavior resulting
from the interaction between the consumer and the warning labels is referred to as _____.
a.
perception
b.
learning
c.
motivation
d.
attention
e.
memory
71. Refer to Warning Labels Scenario. One proposed graphic includes a picture of a set of diseased and
distorted human lungs that makes it difficult to immediately identify them as a set of lungs. However,
with a little effort most consumers will be able to discern what the graphic actually is because of the
accompanying statement concerning cancer. Which of the following reactions is most likely to account
for the customers’ cognitive categorization of the new product?
a.
Accomodation
b.
Assimilation
c.
Contrast
d.
Distortion
e.
Integration
72. Refer to Warning Labels Scenario. Many smokers will read the labels on the packs and process the
image in the warning, but this will not bring about a change in behavior as they don’t believe that will
happen to them personally. This is an example of _____.
a.
selective exposure
b.
accommodation
c.
assimiliation
d.
learning
e.
selective distortion
73. Refer to Warning Labels Scenario. In countries where graphic warning labels are already present,
some smokers put their cigarette packs in a plastic holder that covers up the information on the
package. These consumers’ decision to hide the warning label is an example of _____.
a.
assimilation
b.
selective distortion
c.
selective exposure
d.
cognitive dissonance
e.
accommodation
74. Refer to Warning Labels Scenario. Research reveals that the best way to quit is the reduce the intake of
tobacco in small increments over time rather than an attempt at quitting it altogether. This is an
example of achieving the desired behavior through _____.
a.
selective exposure
b.
shaping
c.
selective attention
d.
delayed conditioning
e.
accommodation
ESSAY
1. Explain the role of perception in learning. Can learning take place without perception?
2. Explain the consumer perception process.
3. Describe the processes of assimilation, accommodation, and contrast and explain whether you think
assimilation, accommodation, or contrast will occur in each of the following situations:
a. A consumer picks up an unfamiliar piece of fruit that looks like a tiny orange, but it is about the size
of a walnut instead of the size of a typical orange. The skin appears to be the same as an orange and it
smells like an orange.
b. A consumer sees a vehicle like the car they drive.
c. A consumer sees a vehicle with two people in it flying 18 inches above the ground.
4. Explain the JND concept and how it can be applied in marketing practice.
5. Explain the concept of just meaningful difference (JMD). Describe with an example, how marketers
can use it to influence consumers?
6. Compare and contrast implicit and explicit memory with an example of each.
7. You work for a canned food trade association. The management wants you to work on an advertising
campaign to increase consumers’ awareness of the nutritional benefits of canned foods. Discuss the
factors that will garner attention of the consumers and how a print ad can be developed employing
each factor.
8. Explain the concept of classical conditioning.
9. Explain instrumental conditioning and with the help of an example describe how it can be useful in
marketing.
10. Explain the difference between punishers and negative reinforcers in shaping behavior. Give an
example of how each can be used in marketing.
