Deck 5: Consumer Learning

Question 1

________ 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

Answer 1

E

Question 2

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

Answer 2

B

Question 3

________ 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

Answer 3

B

Question 4

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

Question 5

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

Question 6

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

Question 7

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

Question 8

How individuals react to a drive or cue constitutes their ________.

A) perceptual organization
B) learning
C) response
D) motivation
E) reinforcement

Question 9

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

Question 10

Unfilled needs lead to ________, which spurs learning.

A) feedback
B) cues
C) response
D) motivation
E) reinforcement

Question 11

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

Question 12

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

Question 13

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

Question 14

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

Question 15

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

Question 16

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

Question 17

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

Question 18

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

Question 19

Learning acquired by accident or without much effort is known as ________ learning.

A) intentional
B) instrumental
C) intrinsic
D) incidental
E) inexplicable

Question 20

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

Question 21

________ 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

Question 22

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

Question 23

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

Question 24

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

Question 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

Question 26

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

Question 27

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

Question 28

In cases of ________, behavior is unlearned due to a lack of reinforcement.

A) forgetting
B) information overload
C) decay
D) advertising wearout
E) extinction

Question 29

________ 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

Question 30

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

Question 31

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

Question 32

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

Question 33

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

Question 34

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

Question 35

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

Question 36

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

Question 37

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

Question 38

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

Question 39

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

Question 40

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

Question 41

________ 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

Question 42

________ 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

Question 43

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

Question 44

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

Question 45

The process by which we recover information from long-term storage is known as ________.

A) retention
B) decoding
C) encoding
D) retrieval
E) processing

Question 46

Reinforcement performed before the desired consumer behavior actually takes place is called ________.

A) positioning
B) licensing
C) preemptive reward
D) shaping
E) passive learning

Question 47

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

Question 48

________, 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

Question 49

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

Question 50

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

Question 51

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

Question 52

________ 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

Question 53

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

Question 54

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

Question 55

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

Question 56

________ 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

Question 57

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

Question 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

Question 59

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

Question 60

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

Question 61

FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs down by only serving its food through drive-through windows. In response to increasing concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In addition to chicken and beef tacos, Speedy's menu also includes Speedy Burritos and Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand, Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy name on its line of salsa and tortilla chips sold to consumers through grocery stores. To entice consumers to try its salsa and chips, Continental Foods set up sampling booths at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that sampled the chips and salsa were given coupons toward the purchase of Continental Foods' Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount coupon for salsa on the back of every bag of tortilla chips.
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

Question 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

Question 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

Question 64

FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs down by only serving its food through drive-through windows. In response to increasing concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In addition to chicken and beef tacos, Speedy's menu also includes Speedy Burritos and Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand, Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy name on its line of salsa and tortilla chips sold to consumers through grocery stores. To entice consumers to try its salsa and chips, Continental Foods set up sampling booths at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that sampled the chips and salsa were given coupons toward the purchase of Continental Foods' Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount coupon for salsa on the back of every bag of tortilla chips.
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

Question 65

OIL CHANGE MINI CASE: Mr. Greasy is a national car care chain that specializes in providing routine services like oil changes and safety inspections. It advertises nationally, particularly around Memorial Day, Independence Day, and Labor Day, when it runs an advertising blitz to encourage drivers to bring their cars in for a check up before holiday road trips. Mr. Greasy's advertisements emphasize the importance of changing a car's oil regularly in order to prevent costly engine failure. Its stores are recognizable from the road by their gray and yellow color schemes. To encourage brand loyalty, Mr. Greasy offers customers reward cards that customers get stamped every time they get an oil change, and can receive the sixth oil change free after the purchase of the first five. Fast Oil, a North Carolina chain that offers the same kind of services, paints its stores black and yellow in an effort to appear like Mr. Greasy stores and benefit from Mr. Greasy's extensive advertising. Thus many customers have developed positive perceptions of Mr. Greasy, note Fast Oil's store color, and mistake Fast Oil stores for Mr. Greasy stores.
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

Question 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

Question 67

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

Question 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

Question 69

FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs down by only serving its food through drive-through windows. In response to increasing concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In addition to chicken and beef tacos, Speedy's menu also includes Speedy Burritos and Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand, Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy name on its line of salsa and tortilla chips sold to consumers through grocery stores. To entice consumers to try its salsa and chips, Continental Foods set up sampling booths at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that sampled the chips and salsa were given coupons toward the purchase of Continental Foods' Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount coupon for salsa on the back of every bag of tortilla chips.
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

Question 70

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

Question 71

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

Question 72

FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs down by only serving its food through drive-through windows. In response to increasing concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In addition to chicken and beef tacos, Speedy's menu also includes Speedy Burritos and Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand, Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy name on its line of salsa and tortilla chips sold to consumers through grocery stores. To entice consumers to try its salsa and chips, Continental Foods set up sampling booths at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that sampled the chips and salsa were given coupons toward the purchase of Continental Foods' Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount coupon for salsa on the back of every bag of tortilla chips.
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

Question 73

OIL CHANGE MINI CASE: Mr. Greasy is a national car care chain that specializes in providing routine services like oil changes and safety inspections. It advertises nationally, particularly around Memorial Day, Independence Day, and Labor Day, when it runs an advertising blitz to encourage drivers to bring their cars in for a check up before holiday road trips. Mr. Greasy's advertisements emphasize the importance of changing a car's oil regularly in order to prevent costly engine failure. Its stores are recognizable from the road by their gray and yellow color schemes. To encourage brand loyalty, Mr. Greasy offers customers reward cards that customers get stamped every time they get an oil change, and can receive the sixth oil change free after the purchase of the first five. Fast Oil, a North Carolina chain that offers the same kind of services, paints its stores black and yellow in an effort to appear like Mr. Greasy stores and benefit from Mr. Greasy's extensive advertising. Thus many customers have developed positive perceptions of Mr. Greasy, note Fast Oil's store color, and mistake Fast Oil stores for Mr. Greasy stores.
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

Question 74

OIL CHANGE MINI CASE: Mr. Greasy is a national car care chain that specializes in providing routine services like oil changes and safety inspections. It advertises nationally, particularly around Memorial Day, Independence Day, and Labor Day, when it runs an advertising blitz to encourage drivers to bring their cars in for a check up before holiday road trips. Mr. Greasy's advertisements emphasize the importance of changing a car's oil regularly in order to prevent costly engine failure. Its stores are recognizable from the road by their gray and yellow color schemes. To encourage brand loyalty, Mr. Greasy offers customers reward cards that customers get stamped every time they get an oil change, and can receive the sixth oil change free after the purchase of the first five. Fast Oil, a North Carolina chain that offers the same kind of services, paints its stores black and yellow in an effort to appear like Mr. Greasy stores and benefit from Mr. Greasy's extensive advertising. Thus many customers have developed positive perceptions of Mr. Greasy, note Fast Oil's store color, and mistake Fast Oil stores for Mr. Greasy stores.
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

Question 75

SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is recognized as being endorsed by the hair dressers of Hollywood stars. Consumers who are highly attuned to social risks associated with personal beauty products perceive that Shimmer shampoo is a high quality shampoo formulation that won't damage hair and renders hair easy to manage and style. The company has recently come out with a line of conditioners under the Shimmer brand name in the hope that consumers will carry their perceptions of Shimmer shampoo over to the new line of conditioners.
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

Question 76

SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is recognized as being endorsed by the hair dressers of Hollywood stars. Consumers who are highly attuned to social risks associated with personal beauty products perceive that Shimmer shampoo is a high quality shampoo formulation that won't damage hair and renders hair easy to manage and style. The company has recently come out with a line of conditioners under the Shimmer brand name in the hope that consumers will carry their perceptions of Shimmer shampoo over to the new line of conditioners.
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

Question 77

SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is recognized as being endorsed by the hair dressers of Hollywood stars. Consumers who are highly attuned to social risks associated with personal beauty products perceive that Shimmer shampoo is a high quality shampoo formulation that won't damage hair and renders hair easy to manage and style. The company has recently come out with a line of conditioners under the Shimmer brand name in the hope that consumers will carry their perceptions of Shimmer shampoo over to the new line of conditioners.
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

Question 78

SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is recognized as being endorsed by the hair dressers of Hollywood stars. Consumers who are highly attuned to social risks associated with personal beauty products perceive that Shimmer shampoo is a high quality shampoo formulation that won't damage hair and renders hair easy to manage and style. The company has recently come out with a line of conditioners under the Shimmer brand name in the hope that consumers will carry their perceptions of Shimmer shampoo over to the new line of conditioners.
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

Question 79

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

Question 80

FAST FOOD MINI CASE: Speedy Taco is a tex-mex fast food chain that keeps costs down by only serving its food through drive-through windows. In response to increasing concern about obesity in America, Speedy Taco introduced the Speedy Chicken, a grilled chicken taco, as a healthy alternative to its tasty all-beef Speedy Taco. In addition to chicken and beef tacos, Speedy's menu also includes Speedy Burritos and Speedy Mexican Pizzas. Hoping to capitalize on the popularity of the Speedy brand, Continental Foods pays a fee to Speedy Taco in return for the ability to put the Speedy name on its line of salsa and tortilla chips sold to consumers through grocery stores. To entice consumers to try its salsa and chips, Continental Foods set up sampling booths at the front of the chip-and-dip aisles at grocery stores nationwide. Consumers that sampled the chips and salsa were given coupons toward the purchase of Continental Foods' Speedy Salsa and Speedy Tortilla Chips. Continental also printed a discount coupon for salsa on the back of every bag of tortilla chips.
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