58) Which representation of cognitive learning includes awareness, interest and evaluation, trial
and adoption?
A) Innovation Adoption
B) AIDA
C) Tri-Component
D) Generic Cognitive Learning
E) Innovation Decision Making
59) 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
60) ________ suggests that the human brain is divided into two distinct cerebral hemispheres
that operate together but specialize in the processing of different types of cognitions.
A) An avatar
B) Hemispheric lateralization
C) Consumer involvement
D) Narrow categorization
E) Broad categorization
61) When consumers watch advertising on TV, they ________ process and store ________
information without active involvement.
A) passively; left-brain
B) actively; left-brain
C) passively; right-brain
D) actively; right-brain
E) intentionally; left-brain
62) ________ suggests repeated exposure to TV commercials, or low involvement information
processing, induces purchase decisions before the formation of consumer attitudes toward
products.
A) Cognitive learning
B) Left-brain learning
C) Hemispheric lateralization
D) Passive learning
E) Central route learning
63) ________ are considered high-involvement, so they are processed by the brain’s ________
side.
A) Print advertisements; right
B) Print advertisements; left
C) Television advertisements; right
D) Television advertisements; left
E) Pictorial advertisements; left
64) The right brain’s passive processing of information, wherein a product is paired with a visual
image repeatedly to produce a desired response, is consistent with ________.
A) observational learning
B) operant conditioning
C) classical conditioning
D) cognitive learning
E) high involvement processing
65) In ________ tests, the consumer is shown an ad and asked whether he or she remembers
seeing it and can remember any of its salient points.
A) brand loyalty
B) low involvement processing
C) recall
D) recognition
E) discrimination
66) In ________ tests, the consumer is asked whether he or she has read a specific magazine or
watched a specific television show, and, if so, if he or she can remember any ads or commercials
seen, the product and brand advertised, and any notable points about the offerings promoted.
A) brand loyalty
B) low involvement processing
C) recall
D) recognition
E) discrimination
67) What are the three criteria used in the Starch Readership Ad Study?
A) involvement with the ad, discriminating the advertised brand from competitive brands,
providing greater share of wallet to the advertised brand
B) involvement with the ad, shopping for the advertised product, loyalty to the advertised
product
C) associating the ad with the brand advertised, shopping for the advertised product, loyalty to
the advertised product
D) noticing the ad, associating the ad with the brand advertised, and involvement with the ad
E) noticing the ad, shopping for the advertised product, loyalty to the advertised product
68) ________ 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 brand loyalty
D) No loyalty
E) Conditioned loyalty
69) In the FAST FOOD MINI CASE, Speedy Taco’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
70) In the FAST FOOD MINI CASE, Speedy Taco’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
71) 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
72) In the FAST FOOD MINI CASE, Continental Foods’ launch strategy for its new salsa and
tortilla chip lines is an example of ________.
A) vicarious learning
B) shaping
C) passive learning
D) massed learning
E) positioning
73) In the FAST FOOD MINI CASE, by printing a coupon on the back of every bag of tortilla
chips, Continental foods is reinforcing consumer purchases on a(n) ________ schedule.
A) fixed ratio reinforcement
B) continuous reinforcement
C) variable ratio
D) random
E) iterative
74) 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
75) 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
76) 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
77) 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
78) 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
79) 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
80) 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
81) Consumer learning is a process that continually evolves and changes as a result of newly
acquired knowledge or from actual experience.
82) The role of experience in learning indicates that all learning is deliberately sought.
83) Cues serve to direct consumer drives regardless of whether these cues are consistent with
consumer expectations.
84) Learning occurs only when responses are overt.
85) Increasing the number of repetitions of a message increases the message’s retention, without
any known satiation point.
86) 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.
87) 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.
88) 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.
89) Extinction and forgetting are the same thing.
90) 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.
91) The promise of possibly receiving a reward provides positive reinforcement and encourages
consumer patronage.
92) Lotteries, sweepstakes, door prizes, and contests that require certain consumer behaviors for
eligibility are examples of variable ratio reward schedules.
93) Reinforcement performed before the desired consumer behavior actually takes place is called
modeling.
94) When a marketer’s goal is long-term repeat buying on a regular basis, a massed learning
schedule is preferable.
95) A distributed ad campaign, with ads repeated on a regular basis, results in more long-term
learning and is relatively immune to extinction.
96) Greater familiarity with the product category increases cognitive ability and learning during
a new purchase decision, particularly with regard to technical information.
97) Although it is relatively easy to get information into the consumer’s sensory store, it is
difficult to make a lasting impression.
98) Once information is perceived, it is first stored in the short-term store, then the long-term
store, then the sensory store.
99) Rehearsal is the process by which we select a word or visual image to represent a perceived
object.
100) When consumers are presented with information overload, they may encounter difficulty in
encoding and storing it all.
101) High-involvement purchases are important to the consumer in terms of perceived risk, so
they provoke extensive problem solving and information search.
102) Low-involvement purchases are not very important, hold little relevance, have little
perceived risk, and provoke limited information processing.
103) In high involvement situations, consumers who find fewer brands acceptable are narrow
categorizers.
104) The purpose of recognition and recall tests is to determine whether consumers remember
seeing an ad and the extent to which they have read it and can recall its content.
105) Inertia brand loyalty includes no consistent purchase of a given brand, in spite of strong
attachment to it.
106) What is the theory of classical conditioning? Explain using an example.
107) How do some marketers make use of the concept of stimulus generalization?
108) Define and give one example of each of the following:
a. product line extension
b. product form extension
109) What is licensing? What is the principle behind its success?
110) What are the three types of reinforcement schedules used by marketers to reward
customers?
111) When and why do marketers use massed or distributed learning schedules?
112) What is the split-brain theory?
113) Talk about the three systems or memory storehouses, and how information is stored.
114) Contrast high-involvement purchases with low-involvement purchases and note the
challenges associated with the measurement of consumer involvement.
115) Use hemispheric lateralization in an explanation of how print advertisements are processed
differently from television advertisements.
116) Differentiate between behavioral and attitudinal brand loyalty. What are the implications of
each for a marketer?