Question 1

Which of the following is not one of the three basic concepts derived from classical conditioning?

Accepted Answer

The three basic concepts derived from classical conditioning are repetition, stimulus discrimination, and stimulus generalisation. Stimulus generation is not a concept derived from classical conditioning.

Question 2

Which of the following statements regarding 'consumer response' is false?

Accepted Answer

A consumer's response is, in fact, tied to their learning as it is influenced by their past experiences and knowledge. Involvement plays a role in determining the level of response, but it is not the only factor.

Question 3

The creation of a strong association between the conditioned stimulus (CS) and unconditioned stimulus (US) is called:

Accepted Answer

The creation of a strong association between the conditioned stimulus (CS) and unconditioned stimulus (US) is called optimal conditioning, as it results in the most effective learning and behavior change. Repetition and repeated conditioning may be elements of optimal conditioning, but they alone do not ensure a strong association between the CS and US. Optimal combination is not a recognized term in classical conditioning theory.

Question 4

Stimulus-response theories are another word for ______ theories.

Accepted Answer

Stimulus-response theories are synonymous with behavioural learning theories, which focus on how individuals learn through the interaction of stimuli and responses. These theories are based on the concept that behaviour is a result of the individual's learning environment and the reinforcement of certain behaviours through rewards or punishment. Instrumental and observational learning also fall under the umbrella of behavioural learning, but neither is a direct synonym for stimulus-response theories.

Question 5

Ivan Pavlov was the first theorist to describe the ________ theory as a learning model. According to his theory, learning occurs when a stimulus that is paired with another stimulus that elicits a known response serves to produce the same response when used alone.

Accepted Answer

Ivan Pavlov's theory is known as classical conditioning, which is a type of behavioural learning. It involves pairing a neutral stimulus with a known response until the neutral stimulus alone can elicit the same response. Observational learning involves learning through observation and imitation of others, while stimulus generalisation occurs when a response is produced to similar stimuli, not just the original stimulus.

Question 6

Pavlovian theory is dependent on:

Accepted Answer

Pavlovian theory, also known as classical conditioning, is based on conditioned learning. It involves pairing a neutral stimulus with a significant one to elicit the same response over time. Pavlov's famous experiment with dogs salivating at the sound of a bell indicates this phenomenon.

Question 7

Which of the following is not a key element of the definition of learning?

Accepted Answer

The key element that is not included in the definition of learning is that it is mandatory. Learning can be voluntary and not mandatory. The other options are all key elements of the definition of learning.

Question 8

Early classical theorists regarded all organisms, human and animal, as relatively _____ entities that could be taught certain behaviours through repetition.

Accepted Answer

Early classical theorists such as Ivan Pavlov and John Watson viewed organisms as passive entities that could be conditioned to exhibit certain behaviors through repeated pairing of stimuli and responses.

Question 9

Most learning theorists agree that in order for learning to occur, certain basic elements must be present including:

Accepted Answer

All three elements (motivation, reinforcement, cues) play a crucial role in the process of learning. Motivation is important because it helps learners to stay engaged and interested in the material being presented. Reinforcement provides learners with feedback on their performance, which is necessary for them to improve and refine their skills. Cues help learners to remember important information and connect new concepts to existing knowledge. Without any one of these elements, the learning process may be incomplete or ineffective. Therefore, all three elements must be present for learning to occur.

Question 10

______ theorists believe that people learn as a result of exposure to stimuli and reaction to those stimuli.

Accepted Answer

Behavioural theorists, also known as behaviourists, believe that learning is a result of the interaction between individuals and their environment. They emphasize the role of external stimuli and reinforcements in shaping behaviour, and focus on observable behaviours rather than mental processes or internal states.

Question 11

According to _______, 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.

Accepted Answer

Early classical conditioning theory, also known as Pavlovian conditioning, specifically describes the phenomenon of conditioned learning where a neutral stimulus (such as a bell) that is repeatedly paired with an unconditioned stimulus (such as food) that elicits a known response (such as salivating) eventually comes to elicit the same response on its own. This forms the basis of classical conditioning. Therefore, choice D is the correct answer.

Question 12

If motives serve to stimulate learning in consumers, _____ are the stimuli that give direction to those motives.

Accepted Answer

Cues are the stimuli that direct and guide our motives. They provide information to the consumer about how, when, where, and what to do to fulfill their motives.

Question 13

Life insurance commercials, warning husbands that in the event of their sudden death their wives will be left penniless widows, rely on _______ to encourage the purchase of life insurance.

Accepted Answer

The commercial is using the fear of the negative consequence (wife being left penniless) to encourage the behavior of purchasing life insurance. This is an example of negative reinforcement.

Question 14

The classical conditioning theory of learning is a(n) _____ theory.

Accepted Answer

The classical conditioning theory is a behavioural theory that focuses on how an individual acquires and learns certain behaviours through stimuli and responses.

Question 15

How individuals react to a drive or cue constitutes their:

Accepted Answer

Drive or cue triggers a behavior, which is known as a response. Therefore, the best choice is B.

Question 16

If you usually listen to the 6 o'clock news while smelling dinner as it is being prepared, 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:

Accepted Answer

This is an example of classical conditioning, where the salivation response to the smell of dinner becomes associated with the sound of the 6 o'clock news.

Question 17

The factor that increases the likelihood that a specific response will occur in the future as a result of particular cues or stimuli defines:

Accepted Answer

The factor that increases the likelihood of a certain response is reinforcement. Reinforcement involves rewarding or punishing a behavior to increase or decrease the likelihood of that behavior occurring again in the future.

Question 18

The degree of ______ determines the consumer's level of motivation to search for information and acquire knowledge about a product or service.

Accepted Answer

Involvement refers to the degree of interest and personal relevance a consumer finds in a product or service. High involvement typically results in more active and extensive information seeking behavior, while low involvement may lead to more passive and limited information processing. Therefore, it is the degree of involvement that determines the consumer's level of motivation to search for information and acquire knowledge about a product or service.

Question 19

After using fitness equipment or nutritional supplements, a consumer feels better physically, or is complimented on his or her appearance by friends, that consumer is then more likely to continue using the equipment or supplements and possibly to engage in other fitness-related activities. This example defines:

Accepted Answer

This example describes the process of reinforcement, where the positive consequences of using fitness equipment or supplements (feeling better physically, receiving compliments) increase the likelihood that the consumer will continue using them.

Question 20

'The process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behaviour' defines:

Accepted Answer

The definition given describes the process of learning, which involves acquiring knowledge and experience that will inform future behavior. Attitudes, motivation, and beliefs are related to learning but do not fully encompass the process itself.

Quiz 6: Consumer learning and involvement