Q&A Hero

Q: LANDSCAPING SCENARIOPetals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the chief agriculturist of the firm, in an interview to a home and garden magazine, talks about how landscaping can be a tightrope walk. "Our prices vary vastly according to what our clients want. A major haul may cost anything between $300,000 or more for an area spanning a 100 sq.ft. We try and give our clients their money's worth." Mr. Roth explains further, "However, we cannot rule out times when our opinion differs with the client's opinion of "˜worth". We had a client who wanted his garden to have a "˜bit of an air of sophistication without major change." I suggested switching to a finer, more delicate grass. However, when it was done he complained that "˜the grass was still green" and that he cannot see any "˜refinement." So, it's important to know exactly what the client wants and get to the specifics of it in detail." Such stories should not discourage interested entrepreneurs from foraying into landscaping. "Another client asked for something novel and a little different. So, we installed only colored leaves. The idea of a garden with no flowers required a little getting used to for him but he was pleased with the aesthetics." The work gives you an opportunity to brighten people's lives. "Once, a mother came with the request for a "˜fairy tale garden" for her daughters. So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different characters from famous fairy tales. The mother beamed, "˜It's as it should be." A word of caution, however, its not just happy endings all the way in the land of landscaping. "We gave a full refund to a client who wanted us to recreate his childhood. We created a green and lush environment with swings on trees, but unfortunately, he grew up in an arid country with sparse vegetation. So, what we gave him "never gave him a feeling of his childhood" as it was very different from where he grew up." Refer to Landscaping Scenario. The idea of a garden with no flowers required a little getting used to for one of Mr. Roth's clients. However, the client was pleased with the garden's aesthetics as he wanted it to be a little different. With respect to cognitive categorization, which of the following reactions best illustrates the client's response?a. Assimilationb. Accommodationc. Contrastd. Selectione. Distortion

Q: LANDSCAPING SCENARIOPetals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the chief agriculturist of the firm, in an interview to a home and garden magazine, talks about how landscaping can be a tightrope walk. "Our prices vary vastly according to what our clients want. A major haul may cost anything between $300,000 or more for an area spanning a 100 sq.ft. We try and give our clients their money's worth." Mr. Roth explains further, "However, we cannot rule out times when our opinion differs with the client's opinion of "˜worth". We had a client who wanted his garden to have a "˜bit of an air of sophistication without major change." I suggested switching to a finer, more delicate grass. However, when it was done he complained that "˜the grass was still green" and that he cannot see any "˜refinement." So, it's important to know exactly what the client wants and get to the specifics of it in detail." Such stories should not discourage interested entrepreneurs from foraying into landscaping. "Another client asked for something novel and a little different. So, we installed only colored leaves. The idea of a garden with no flowers required a little getting used to for him but he was pleased with the aesthetics." The work gives you an opportunity to brighten people's lives. "Once, a mother came with the request for a "˜fairy tale garden" for her daughters. So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different characters from famous fairy tales. The mother beamed, "˜It's as it should be." A word of caution, however, its not just happy endings all the way in the land of landscaping. "We gave a full refund to a client who wanted us to recreate his childhood. We created a green and lush environment with swings on trees, but unfortunately, he grew up in an arid country with sparse vegetation. So, what we gave him "never gave him a feeling of his childhood" as it was very different from where he grew up." Refer to Landscaping Scenario. When a client and Petals and Palettes have different interpretations about whether the service is "worth" the client's money, it is an example of a difference in _____.a. perceptionb. motivationc. determinationd. alienatione. distortion

Q: Tanya bought a certain brand of soft drink only when she had discount coupons for it and she discontinued purchasing that soft drink brand when the discount coupons ran out. This discontinuation is an example of _____.a. distortionb. restorationc. desensitizationd. discriminatione. extinction

Q: Which of the following refers to the removal of bad stimuli as a way of encouraging behavior? a. Continuous reinforcement b. Negative punishment c. Negative reinforcement d. Positive reinforcement e. Positive punishment

Q: Which of the following represents the stimuli that decrease the likelihood that a behavior will occur again? a. Continuous reinforcers b. Shapers c. Punishers d. Positive reinforcers e. Negative reinforcers

Q: _____ refers to the process through which the desired behavior is altered over time, in small increments, where the focus is on rewarding "small" behaviors that lead to the "big" behavior ultimately desired. a. Sensitizing b. Shaping c. Chaining d. Delay conditioning e. Operant hoarding

Q: Advertisements that feature special promotions, such as buy-one-get-one-free offers, represent a marketing strategy that makes use of _____ because these advertisements essentially signal that customers will get value in some form of a reward when they perform a specific purchasing activity. a. discriminative stimuli b. shapers c. aversive stimuli d. extinction stimuli e. punishers

Q: _____ often take the form of some type of reward. a. Aversives b. Positive Punishers c. Negative Punishers d. Positive reinforcers e. Negative reinforcers

Q: Natalie was trying to house train her new puppy, Beaux. Every time he "did his business" outside, she praised him for being a good dog and gave him a treat. Beaux eventually learned the behavior Natalie desired and was soon able to alert her every time he wanted to relieve himself. This type of learning is referred to as _____. a. instrumental conditioning b. classical conditioning c. respondent conditioning d. avoidance learning e. observational learning

Q: Which of the following uses reinforcement to condition behavior? a. Classical conditioning b. Delay conditioning c. Instrumental conditioning d. Respondent conditioning e. Simultaneous conditioning

Q: In Pavlov's classical conditioning experiment, the salivation of the dogs on being exposed to the ringing of the bell is an example of a(n)_____. a. conditioned response b. unconditioned response c. conditioned stimulus d. unconditioned stimulus e. discriminative stimulus

Q: In Pavlov's classical conditioning experiment, the salivation of the dogs on being exposed to the meat powder is an example of a(n) _____ response. a. reinforcement b. operant c. conditioned d. unconditioned e. instrumental

Q: _____ refers to a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction. a. Observational learning b. Avoidance learning c. Operant conditioning d. Instrumental conditioning e. Classical conditioning

Q: Which of the following is true of the information processing perspective to learning? a. It assumes that the human brain is a "black box." b. It assumes that all cognitive processes are behaviors themselves. c. It assumes that consumers directly respond to the stimuli to which they are exposed. d. It assumes that changes in thought and knowledge precipitate behavioral changes. e. It assumes that no description of what happens inside the human body can adequately explain human behavior.

Q: Which of the following perspectives to learning focuses on the cognitive processes associated with comprehension that lead to consumer learning? a. Behaviorist perspective b. Transformative perspective c. Constructivist perspective d. Information processing perspective e. Connectivist perspective

Q: Which of the following approaches to learning focuses on changes in one's conduct that occur as conditioned responses to stimuli, without concern for the cognitive mechanics of the process? a. Connectivist approach b. Transformative approach c. Constructivist approach d. Behaviorist approach e. Cognitve approach

Q: Sandra and her husband are considering the purchase of a new washer and dryer. They don"t know much about high efficiency appliances, so they search the Internet, talk to friends and family, and visit several stores so that they can make a good decision. Sandra and her husband are engaged in _____ learning. a. formal b. episodic c. intentional d. rote e. avoidance

Q: Most consumers set out to specifically learn information about cars before making a purchase. Many search the Internet and visit dealerships before finalizing the purchase. Which of the following types of learning does this represent? a. Intentional learning b. Formal learning c. Episodic learning d. Avoidance learning e. Associative learning

Q: _____ learning occurs when behavior is modified through a consumer"stimulus interaction without a cognitive effort to understand a stimulus. a. Tangential b. Unintentional c. Formal d. Observational e. Avoidance

Q: Which of the following terms refers to the interpretation or understanding that a consumer develops about an attended stimulus? a. Exposure b. Habituation c. Comprehension d. Sensitiztion e. Social referencing

Q: _____ refers to the personal relevance a consumer feels towards a particular product. a. Involvement b. Commitment c. Reliability d. Relativity e. Compatibility

Q: Which of the following statements is true regarding the factors that gain consumers' attention? a. All things equal, a consumer is more likely to pay attention to a weaker stimuli than to a stronger stimuli. b. Contrasting stimuli are extremely ineffective in getting attention. c. All else equal, smaller items garner more attention than larger ones. d. In general, a moving object will get more attention than a stationary one. e. Surprising stimuli are less likely to get consumers' attention.

Q: Richard was crossing the road while looking at his phone which was ringing. Suddenly he was startled by a bike running straight into him. In a bid to avoid the bike, he tripped and his right knee was badly scratched. Which of the following reflexes is most likely to account for Richard's diversion of attention from his phone to the bike? a. Orientation reflex b. Rooting reflex c. Masseter reflex d. Moro reflex e. Startle reflex

Q: Which of the following is a natural reflex that occurs as a response to a threat from the environment and represents a protective behavior? a. Galant reflex b. Plantar reflex c. Orientation reflex d. Masseter reflex e. Rooting reflex

Q: Attention that is beyond the conscious control of the consumer and that occurs as the result of exposure to surprising or novel stimuli is known as _____ attention. a. involuntary b. selective c. split d. explicit e. joint

Q: Daysha was watching a movie when she noticed branded products being shown conspicuously, such as the main character driving a BMW and drinking a bottle of Coke. Later, the character's Apple computer was delivered via UPS. Daysha figured that this was a marketing strategy that employs ______. a. Weber's law b. mere association effect c. overt placement d. product placement e. crowd manipulation

Q: One way marketers are dealing with the declining effectiveness of traditional advertising due to technology, such as digital video recorders allowing viewers to zoom past commercials, is to get their products integrated into television programs. In some shows, actors are seen driving a Toyota Prius or drinking Pepsi. This sort of advertising is an example of _____. a. subliminal advertising b. product placement c. overt advertising d. crowd manipulation e. conquesting

Q: Which of the following statements is true of the mere exposure effect? a. The mere exposure effect is created in the presence of attention. b. The increased liking associated with the mere exposure effect is difficult to elicit. c. The size of the effect is not very strong relative to an effect created by a strong cohesive argument. d. The mere exposure effect works best when the consumer has a high involvement in processing the object. e. The mere exposure effect has the greatest effect on old and familiar objects.

Q: John has very little knowledge of cheese and seldom buys it. However, when he is invited to dinner by a friend, a self-confessed cheese lover, John feels obligated to buy cheese for him. When he comes back home after dinner, John finds that the Stilton cheese he randomly chose and bought was displayed on the calendar in his kitchen. Which of the following is most likely to account for John's choice of cheese? a. Mere exposure effect b. Just meaningful difference c. Skinner's Law d. Weber's Law e. Just noticeable difference

Q: Implicit memory creates _____ effects, which is learning that is developed in the absence of attention. a. subliminal b. mere exposure c. preattentive d. mere association e. distortive

Q: Sara gets information on different competing products and their prices on the Internet and utilizes the data gathered to settle for the best product in the market. In this example, the data gathered by Sara is most likely to be stored in _____ memory. a. explicit b. buffer c. semantic d. declarative e. implicit

Q: _____ memory represents stored information concerning stimuli one is exposed to but does not pay attention to. a. Autobiographical b. Implicit c. Episodic d. Semantic e. Declarative

Q: Mark always avoids high-end brands as he considers them too expensive. However, in one of his shopping trips, he notices that a luxury cologne was being sold at a considerably reduced price. He buys two of these colognes even though he had to pay slightly more than what he usually does. Which of the following is most likely to have influenced Mark's buying behavior? a. Mere exposure effect b. Just meaningful difference c. Preattentive effect d. Assimilative difference e. Mere association effect

Q: The just meaningful difference (JMD) represents: a. the smallest amount of change in a stimulus that would influence consumer consumption and choice. b. how consumers interpret different information in ways that are biased by their previously held beliefs. c. the contrast reaction that occurs when a stimulus has characteristics that can be readily recognized as an example of a specific category. d. how consumers form opinions about one brand over another based on the information provided by marketers. e. the process by which consumers filter out unwanted details when they are exposed to a stimulus.

Q: A state implemented a much needed hike in gasoline prices, increasing it by $2. This was followed by a public outcry against the price rise. A year later, the state further increased gasoline prices by half a dollar. This time round, the public accepted it as essential even though there was a general murmur of dissatisfaction. Which of the following will best explain the reason for the public's acceptance? a. Preattentive effect b. Skinner's Law c. Weber's Law d. Mere association effect e. Mere exposure effect

Q: Which of the following laws states that as the intensity of the initial stimulus increases, a consumer's ability to detect differences between two levels of the stimulus decreases? a. Law of Diminishing Differences b. Law of Just Noticeable Differences c. Skinner's Law d. Pavlov's Law e. Weber's Law

Q: Jazzy, a personal care products manufacturer, incorporated customers' suggestions in designing its new brand of safety razors for men. However, when it reached the market, customers could not perceive any improvement from the old razors. The customers' reaction indicates that the new razor design failed to register a(n) _____ difference when compared with the old one. a. subliminal b. assimilative c. integrative d. distortive e. just noticeable

Q: Which of the following concepts represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same? a. Absolute difference b. Just noticeable difference (JND) c. Subliminal difference d. Distortive difference e. Incremental difference

Q: The behavior change induced when the human brain processes stimuli that occur below the level of human consciousness is known as _____. a. selective distortion b. subliminal discrimination c. selective attention d. subliminal persuasion e. preattentive effect

Q: The strength of a(n) _____ stimulus is lower than the absolute threshold of perception. a. conditioned b. aversive c. subliminal d. supraliminal e. discriminative

Q: Which of the following terms refers to the way in which the human brain senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness? a. Sequential processing b. Subliminal processing c. Centralized processing d. Threshold processing e. Parallel distributed processing

Q: Bob read a circular from the Department of Human Health and Safety, recommending a lower intake of salt as its high consumption can lead to health problems. Bob always believed that salt is good for health, as his grandfather who is 90 years of age, adds a lot of salt in his food. Bob rejects the information on the circular as rubbish. Which of the following will offer the most likely explanation for Bob's rejection? a. Selective persuasion b. Selective exposure c. Selective attention d. Selective distortion e. Selective precipitation

Q: Selective distortion is the process by which: a. marketers manipulate information to influence consumers. b. consumers form opinions about one brand over another based on the information provided by marketers. c. consumers screen out most stimuli and attend to only a small portion of stimuli. d. marketers determine the minimum strength of stimulus necessary to influence a consumer. e. consumers interpret information in ways that are biased by their previously held beliefs.

Q: Which of the following terms is used by marketers to describe the idea that consumers are often bombarded with too much information in their daily lives? a. Clutter b. Noise c. Distraction d. Discord e. Distortion

Q: _____ involves screening out most stimuli and exposing oneself to only a small portion of stimuli. a. Selective neutrality b. Selective exposure c. Selective filtration d. Filtered exposure e. Exposure distortion

Q: Susan has an aversion for Zoco, a fast food chain. When a health journal reports on an ingredient used by Zoco as having a potential health risk, Susan's aversion is strengthened. Now, Susan advises all her friends and relatives to avoid Zoco, even though other fast food chains use the same ingredient. Which of the following offers the most likely explanation for Susan's reaction to the journal report? a. Selective filtration b. Selective satisfaction c. Selective distortion d. Selective neutrality e. Selective precipitation

Q: IKEA is a large retail store that offers an endless list of products. Every time Richard goes to IKEA, he makes a note of the things he needs and avoids wasting time exploring the other products on display at the store. Which of the following processes is exemplified by Richard's act of filtering out products he does not need? a. Selective attention b. Selective precipitation c. Selective abstraction d. Selective filtration e. Selective distortion

Q: Consumers confront a barrage of marketing messages each day. Banner ads on websites, billboards, and print media are some of the agents through which these messages are communicated to the consumers. However, most consumers "see" only a few of these messages and screen out the rest. This process of filtering out stimuli is known as _____. a. selective precipitation b. selective retention c. selective distortion d. selective exposure e. selective filtration

Q: _____ refers to a design that gives human like characteristics to inanimate objects. a. Iconism b. Animism c. Anthropomorphism d. Aniconism e. Zoomorphism

Q: Which of the following reactions is most likely to occur when a stimulus does not share enough in common with existing categories to allow categorization? a. Assimilation b. Accommodation c. Contrast d. Distortion e. Anticipation

Q: Choco Fond, a dessert place, introduced a new product that is served piping hot unlike their usual cold desserts. Choco Fond's customers were initially apprehensive of it. However, after trying it, they found it creamy and sweet like everything else on Choco Fond's menu, even though it looks nothing like the other products on the menu. Which of the following reactions is most likely to account for the customers' cognitive categorization of the new product? a. Assimilation b. Simulation c. Accommodation d. Contrast e. Distortion

Q: _____ occurs when a stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category. a. Assimilation b. Accommodation c. Contrast d. Distortion e. Simulation

Q: Choco Fond, a dessert place, introduced a new square-shaped ice-cream cone with a soft gooey texture instead of the usual crunchy cone. Choco Fond's customers never warmed up to the new product as they felt it was too different from the traditional cone and never gave them the feeling of having an ice-cream. Which of the following reactions is most likely to account for the customers' cognitive categorization of the new product? a. Contrast b. Anticipation c. Accommodation d. Distortion e. Assimilation

Q: Which of the following reactions occurs when a stimulus has characteristics such that individuals readily recognize it as an example of a specific category? a. Assimilation b. Accommodation c. Contrast d. Distortion e. Anticipation

Q: A light brown, slightly sticky, sweet, round food with a hole in the middle is easily recognized as a doughnut in nearly every part of the world. Which of the following consumer reactions to a stimulus is demonstrated in this example? a. Accommodation b. Assimilation c. Simulation d. Distortion e. Contrast

Q: _____ is the process by which the human brain assembles the sensory evidence into something recognizable. a. Cognitive dissonance b. Cognitive inertia c. Cognitive organization d. Cognitive disequilibrium e. Cognitive distortions

Q: The attempt to derive meaning from information is known as _____. a. motivation b. reaction c. comprehension d. simulation e. sensation

Q: _____ refers to the purposeful allocation of information processing capacity toward developing an understanding of some stimulus. a. Reaction b. Comprehension c. Sensation d. Attention e. Retention

Q: Natalie walked by a bakery and her first response was a feeling of desire for something tasty because of the alluring aroma coming from the store. Which of the following terms refers to this instantaneous response that Natalie experienced? a. Retention b. Comprehension c. Simulation d. Attention e. Sensation

Q: Which of the following terms describes a consumer's immediate response after exposure to a stimulus? a. Sensation b. Retention c. Comprehension d. Attention e. Simulation

Q: The first step in the perceptual process is called _____ and refers to the process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses. a. attention b. exposure c. comprehension d. reaction e. retention

Q: A company that produces a popular brand of pasta decides against increasing product price. Instead, the management decides to decrease the quantity of packed content from 100gms to 90gms. According to the management, a price increase would risk losing its brand loyal consumers who relate to the brand as affordable. This is an attempt to retain the consumers' _____ of their product. a. anticipation b. disposition c. perception d. motivation e. distortion

Q: Many store brand packages look similar to national brand packages. This is done with the hope that consumers' awareness and interpretation of the package design might lead them to think of the less expensive store brand as qualitatively comparable with the more expensive national brand. This is an attempt to influence consumers' _____. a. disposition b. motivation c. perception d. sensitization e. anticipation

Q: Henry met an old friend, a fitness enthusiast, at his high school reunion. The friend convinced him of the long-term health benefits of following a fitness regimen. Following this interaction, he registered for a membership in the neighborhood fitness center, a move Henry had deliberately avoided in the past. This change in Henry's behavior can be attributed to _____. a. sensitization b. cognition c. habituation d. learning e. distortion

Q: Mesha read a magazine article and found out that a normal healthy adult should consume 25 grams of fiber a day and that fruits, vegetables, and whole grains are good sources of fiber. The next time she went to the store, she purchased whole wheat bread and more fruits and vegetables than she would have if she hadn"t read the article. This change in Mesha's behavior is an example of _____. a. learning b. sensitization c. habituation d. cognition e. distortion

Q: _____ refers to a change in behavior resulting from the interaction between a person and a stimulus. a. Cognitive dissonance b. Emotional labor c. Self-concordance d. Emotional contagion e. Learning

Q: Behaviors often cease when reinforcers are no longer present.

Q: Negative reinforcement refers to the removal of bad stimuli as a way of encouraging behavior.

Q: In instrumental conditioning, all reinforcement must be positive for behavioral change to occur.

Q: Shaping is a process through which the desired behavior is altered over time, in small increments.

Q: In instrumental conditioning, discriminative stimuli are stimuli that are differentiated from other stimuli because they signal the presence of a reinforcer.

Q: In classical conditioning, behavior is conditioned through reinforcement.

Q: To be effective, the conditioned stimuli should be presented before the unconditioned stimuli, and the pairing of the two should be done consistently and with repetition.

Q: According to the behaviorist approach to learning, the human mind acts much like a computer.

Q: When a cat learns to run to the kitchen for food every time it hears the sound of the electric can opener, instrumental conditioning has occurred.

Q: According to the cognitive perspective to learning, the human brain is a "black box."

Q: Hans searched the Internet, talked to friends, and visited several stores when deciding on a new cell phone. This indicates that Hans was engaged in preattentive learning.

Q: In the case of intentional learning, consumers simply sense and react (or respond) to the environment and do not attempt to comprehend the information presented.

Q: Comprehension is an important topic for marketers because this stage determines the effectiveness of marketing communication.

Q: Contrasting stimuli are extremely ineffective in getting attention.