Consumer Behavior, 12e (Schiffman/Wisenblit)
Chapter 5 Consumer Learning
1) From a marketing perspective, the process by which individuals acquire the purchase and
consumption knowledge and experience that they apply to future related behavior, which evolves
and changes as consumers acquire knowledge from experience, observation, and interactions
with others to impact future behavior, is known as ________.
A) brand loyalty
B) brand equity
C) positive reinforcement
D) consumer learning
E) perceptual blocking
2) 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
3) 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
4) Learning acquired by accident or without much effort is known as ________ learning.
A) intentional
B) instrumental
C) intrinsic
D) incidental
E) inexplicable
5) Unfilled needs lead to ________, which spurs learning.
A) feedback
B) cues
C) response
D) motivation
E) reinforcement
6) ________ 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
7) 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
8) How individuals react to a drive or cue constitutes their ________.
A) perceptual organization
B) learning
C) response
D) motivation
E) reinforcement
9) ________ increase(s) 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
10) 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
11) 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
12) Which of the following theories assumes that learning takes place as the result of responses
to external events?
A) behavioral learning
B) episodic learning
C) incidental learning
D) operational learning
E) none of the above
13) 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
14) Which of the following was demonstrated by Ivan Pavlov?
A) classical conditioning
B) instrumental conditioning
C) behavioral conditioning
D) psychological conditioning
E) none of the above
15) 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
16) 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
17) 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
18) Under ________, the consumer can be viewed as an information seeker who uses logical and
perceptual relations among events, along with his or her own preconceptions, to form a
sophisticated representation of the world.
A) negative reinforcement
B) the unconditioned response framework
C) advertising awareness
D) cognitive associative learning
E) stimulus discrimination
19) When a professor reviews a certain topic many times, he or she is practicing ________.
A) psychological conditioning
B) stimulus-response conditioning
C) subliminal conditioning
D) repetition conditioning
E) none of the above
20) 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 wear-out
B) the three-hit theory
C) stimulus differentiation
D) rehearsal
E) stimulus generalization
21) 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’s 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
22) 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
23) Chelsea confuses a private-label brand’s packaging with that of a national brand leader. This
is an example of ________.
A) stimulus discrimination
B) stimulus generalization
C) cosmetic variations
D) advertising wearout
E) cognitive processing
24) Stimulus generalization refers to ________.
A) the tendency for stimuli to be similar in nature
B) the fact that most conditioned stimuli are similar to unconditioned stimuli
C) the tendency to respond the same way to slightly different stimuli
D) the tendency for extinction to occur when an unconditioned stimulus does not follow a
stimulus similar to a conditioned stimulus
E) none of the above
25) 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
26) Manufacturers of private-label brands try to make their packaging closely resemble the
national brand leaders. They are hoping that consumers will engage in ________ and attribute
the qualities of the leading national brand to the private-label brand by virtue of their similar
packaging appearance.
A) stimulus discrimination
B) advertising wearout
C) stimulus generalization
D) family branding
E) interference
27) 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
28) 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
29) Family branding, licensing, product line extensions, and product form extensions are all
marketing strategies based on ________.
A) stimulus generalization
B) the spacing effect
C) stimulus discrimination
D) extinction
E) none of the above
30) ________ 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
31) When Breyers sells Oreo Cookies and Cream ice cream, Breyers purchases ground Oreo
cookies for inclusion in the ice cream and prominently displays the Oreo name on its packaging.
This is an example of ________.
A) shaping
B) licensing
C) modeling
D) family branding
E) chunking
32) ________ 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
33) 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
34) 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
35) 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
36) 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
37) From a marketer’s perspective, ________ involves obtaining the desired result from using a
particular product or service.
A) the central route to persuasion
B) punishment
C) positive reinforcement
D) the peripheral route to persuasion
E) negative reinforcement
38) 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
39) In cases of ________, behavior is unlearned due to a lack of reinforcement.
A) forgetting
B) information overload
C) decay
D) advertising wearout
E) extinction
40) Forgetting is often related to the passage of time, and it is also referred to as ________.
A) encoding
B) relationship marketing
C) decay
D) advertising wearout
E) perceptual blocking
41) 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
42) 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
43) Francis gets a free sandwich after she purchases nine sandwiches at Subway. This is an
example of a ________ reward schedule.
A) systematic
B) variable ratio
C) random
D) fixed ratio
E) continuous
44) Reinforcement performed before the desired consumer behavior actually takes place is called
________.
A) positioning
B) licensing
C) preemptive reward
D) shaping
E) passive learning
45) ________ produce(s) more initial learning, whereas ________ usually persist(s) longer.
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
46) 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
47) ________ 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) Observational learning
D) Positioning
E) Distributed learning
48) When a child learns about social and consumer behavior by observing his/her parents and/or
older siblings, it is an example of ________.
A) massed learning
B) passive learning
C) observational learning
D) positioning
E) distributed learning
49) What type of learning theory emphasizes that people are problem solvers who actively use
information from the world around them to master the environment?
A) instrumental conditioning
B) classical conditioning
C) cognitive learning
D) operant conditioning
E) none of the above
50) Cognitive learning theory ________.
A) occurs when a person has a goal and must search for and process data in order to make a
decision or solve a problem
B) 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
C) suggests that most individual learning occurs in a controlled environment in which
individuals are “rewarded” for choosing an appropriate behavior
D) suggests that 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) suggests that 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
51) ________ 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
52) 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
53) 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
54) ________, or the silent, mental repetition of information, must take place for information to
have a chance to be transferred to the long-term store.
A) Recall
B) Rehearsal
C) Involvement
D) Comprehension
E) Encoding
55) When consumers receive too much information and then find it difficult to encode and store
it, ________ occurs.
A) chunking
B) encoding
C) long-term store purging
D) short-term store purging
E) information overload
56) The process by which we recover information from long-term storage is known as ________.
A) retention
B) decoding
C) encoding
D) retrieval
E) processing
57) 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