Question 1

The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor. This is an example of
A)using a behavioral learning technique.
B)reducing perceived risk.
C)creating stimulus generalization.
D)using a cognitive learning technique.
E)using an attitudinal learning technique.

Accepted Answer

Cognitive learning requires thinking,reasoning,and mental problem solving without direct experience.This type of learning involves making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting your own accordingly.The proposed new method of rice preparation can be linked to the product in advertising messages,highlighted on packages,or observed among current users.

Question 2

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of
A)using a cognitive learning technique.
B)using a behavioral learning technique.
C)reducing perceived risk.
D)creating stimulus generalization.
E)using an attitudinal learning technique.

Accepted Answer

The answer of Advertising explains that the drug Plavix works...

Question 3

Research has found that for many products, including soft drinks, coffee, and cosmetics, consumers are unable to distinguish among brands in blind tests (i.e., taste or other use of the products without labels). Nonetheless, even when prices are similar, consumers have strong preferences for specific brands. They may buy out of habit, which is the basis of
A)extended problem solving.
B)limited problem solving.
C)routine problem solving.
D)high-involvement problem solving.
E)personal problem solving.

Accepted Answer

Consumers buying out of habit is the basis of routine problem solving.

Question 4

When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?
A)stimulus discrimination
B)brand loyalty
C)cognitive learning
D)stimulus generalization
E)behavioral learning

Accepted Answer

The answer of When General Mills repeatedly advertises that a...

Question 5

Comparative advertising, in which one brand is compared to another, is intended to cause consumers to perceive differences between the products featured in the advertising. Marketers who employ comparative advertising are trying to use __________ to make consumers believe that their products are better than competitors' offerings.
A)cognitive dissonance
B)selective retention
C)selective comprehension
D)stimulus generalization
E)stimulus discrimination

Accepted Answer

The answer of Comparative advertising, in which one brand is...

Question 6

An attitude refers to
A)a person's consistent behaviors or responses to recurring situations.
B)the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
C)a consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people.
D)the feelings one has about the preferable modes of conduct that tend to persist over time.
E)a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.

Accepted Answer

An attitude is a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way. It is not the same as behavior (Choice A), perception (Choice B), product perception (Choice C), or moral values (Choice D).

Question 7

Elsa contends that she can taste the difference between fat-free cheeses and those with regular fat content. Elsa is exhibiting
A)cognitive dissonance.
B)selective retention.
C)stimulus discrimination.
D)selective comprehension.
E)stimulus generalization.

Accepted Answer

Elsa is exhibiting stimulus discrimination as she can differentiate between fat-free cheeses and those with regular fat content based on taste.

Question 8

Beliefs refer to
A)a person's consistent behaviors or responses to recurring situations.
B)a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.
C)the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world.
D)a consumer's subjective perception of how a product or brand performs on different attributes.
E)the moral and ethical precepts that guide a person's behavior.

Accepted Answer

The answer of Beliefs refer to
A)a person's consistent behaviors or...

Question 9

A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as
A)an attitude.
B)a belief.
C)a value.
D)a motivation.
E)a perception.

Accepted Answer

The definition given specifically refers to an attitude, which is a learned tendency to evaluate an object, person, or situation in a particular way. Beliefs, values, motivations, and perceptions can all influence attitudes, but they are not the same thing as attitudes themselves.

Question 10

Brand loyalty refers to
A)the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware.
B)a favorable attitude toward and consistent purchase of a single brand over time.
C)a formalized agreement of a vendor to carry one brand over another because it views the quality of that brand to be superior to all others.
D)the willingness of consumers to try a new brand in a brand line based upon their satisfaction with other brands in the line.
E)the faith that other products manufactured by the same company with the same brand name will be of the same quality.

Accepted Answer

Brand loyalty refers to the favorable attitude and consistent purchase of a single brand over time. It is the repetition of purchase that speaks to the consumer’s "attachment" to the brand.

Question 11

Consumers' ability to perceive taste differences in chocolate bars is an example of
A)cognitive dissonance.
B)stimulus discrimination.
C)selective retention.
D)selective comprehension.
E)stimulus generalization.

Accepted Answer

Stimulus discrimination refers to a consumer's ability to differentiate between similar stimuli. In this case, the consumer can perceive taste differences in chocolate bars, indicating that they are able to discriminate between different chocolate brands or types. The other options do not accurately describe this scenario.

Question 12

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________, (2) changing the perceived importance of attributes, and (3) adding new attributes to the product.
A)reinforcing the consumers' sense of self-confidence in making wise purchase decisions
B)actively educating consumers about the product's competitive advantages
C)refocusing a consumer's attention from one attribute to another
D)changing beliefs about the extent to which a brand has certain attributes
E)denigrating the attributes of competitors' products

Accepted Answer

Changing beliefs about the extent to which a brand has certain attributes is a common approach marketers use to alter consumer attitudes.

Question 13

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?
A)stimulus discrimination
B)cognitive learning
C)attitudinal learning
D)stimulus generalization
E)behavioral learning

Accepted Answer

The answer of Making connections between two or more ideas...

Question 14

If you hold a personal value of thriftiness, then you probably will have a favorable __________ toward automobiles with good fuel economy.
A)belief
B)value
C)attitude
D)motivation
E)perception

Accepted Answer

An attitude is a favorable or unfavorable predisposition toward a particular object or situation. In this case, the personal value of thriftiness is likely to influence one's attitude toward automobiles with good fuel economy.

Question 15

Which of the following statements about brand loyalty is most accurate?
A)Learning has little effect on brand loyalty because most habits are instinctual.
B)Brand loyalty increases the perceived risk associated with impulse purchases.
C)The incidence of brand loyalty is steadily rising in North America.
D)Brand loyalty results from the positive reinforcement of previous actions.
E)The best way to enhance brand loyalty is to brand all new products with the same brand name.

Accepted Answer

Brand loyalty is often a result of positive reinforcement from previous experiences with a brand. Customers who have had favorable experiences with a brand are more likely to continue purchasing from that brand and recommending it to others. The reinforcement of positive experiences can lead to a sense of trust and reliability in a brand, which encourages brand loyalty.

Question 16

Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop. He is exhibiting
A)cognitive dissonance.
B)selective retention.
C)selective comprehension.
D)stimulus discrimination.
E)stimulus generalization.

Accepted Answer

The answer of Edison noticed that prices at a new...

Question 17

Which of the following statements about attitudes is false?
A)Marketers are primarily concerned with American core values when developing advertising messages.
B)Attitudes are learned.
C)Attitudes are shaped by one's values and beliefs.
D)An attitude results in responses that are consistently favorable or unfavorable.
E)Personal values affect attitudes by influencing the importance assigned to specific product attributes.

Accepted Answer

Marketers are not only concerned with American core values when developing advertising messages. They also consider cultural and societal norms, as well as individual characteristics of their target audience.

Question 18

A consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people are referred to as
A)values.
B)attitudes.
C)beliefs.
D)predispositions.
E)opinions.

Accepted Answer

The answer of A consumer's subjective perception of how a...

Question 19

A favorable attitude toward and consistent purchase of a single brand over time is referred to as
A)stimulus generalization.
B)attitudinal discrimination.
C)brand loyalty.
D)behavioral loyalty.
E)consumer allegiance.

Accepted Answer

Brand loyalty is the favorable attitude toward and consistent purchase of a single brand over time. Stimulus generalization refers to the tendency for stimuli similar to a conditioned stimulus to elicit similar responses. Attitudinal discrimination refers to the ability to differentiate between similar brands based on attitudes. Behavioral loyalty refers to the consistent purchase of a product without necessarily having a strong attitude toward the brand. Consumer allegiance is a synonymous term to brand loyalty.

Question 20

A person's ability to perceive differences in stimuli is referred to as
A)selective comprehension.
B)selective retention.
C)stimulus generalization.
D)stimulus discrimination.
E)routine problem solving.

Accepted Answer

Stimulus discrimination refers to a person's ability to detect differences in stimuli. Selective comprehension and selective retention refer to a person's ability to process and remember certain information over others. Stimulus generalization refers to the process of responding to similar stimuli in the same way. Routine problem solving refers to using familiar strategies to solve common problems.

Quiz 5: Understanding Consumer Behavior

The back of a box of Hinode Harvest Blend rice mix suggests cooking with chicken broth for added flavor. This is an example of

Advertising explains that the drug Plavix works by preventing plaque buildup in arteries that can cause heart attack and stroke. This is an example of

When General Mills repeatedly advertises that a cake baked from a Betty Crocker mix tastes just like homemade, it is influencing which type of learning?

An attitude refers to

Elsa contends that she can taste the difference between fat-free cheeses and those with regular fat content. Elsa is exhibiting

Beliefs refer to

A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way is referred to as

Brand loyalty refers to

Consumers' ability to perceive taste differences in chocolate bars is an example of

Marketers use three approaches to try to change consumer attitudes toward products and brands: (1) __________, (2) changing the perceived importance of attributes, and (3) adding new attributes to the product.

Making connections between two or more ideas or simply observing the outcomes of others' behaviors and adjusting one's own behavior accordingly is known as what type of learning?

If you hold a personal value of thriftiness, then you probably will have a favorable __________ toward automobiles with good fuel economy.

Which of the following statements about brand loyalty is most accurate?

Edison noticed that prices at a new video game rental website were lower than those at most of the other gaming websites or retail stores such as Game Stop. He is exhibiting

Which of the following statements about attitudes is false?

A consumer's subjective perception of how a product or brand performs on different attributes based on personal experience, advertising, and discussions with other people are referred to as

A favorable attitude toward and consistent purchase of a single brand over time is referred to as

A person's ability to perceive differences in stimuli is referred to as