Q&A Hero

Q: When a marketer's goal is long-term repeat buying on a regular basis, a massed learning schedule is preferable.

Q: Reinforcement performed before the desired consumer behavior actually takes place is called modeling.

Q: Lotteries, sweepstakes, door prizes, and contests that require certain consumer behaviors for eligibility are examples of variable ratio reward schedules.

Q: The promise of possibly receiving a reward provides positive reinforcement and encourages consumer patronage.

Q: 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.

Q: Extinction and forgetting are the same thing.

Q: 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.

Q: 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.

Q: 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.

Q: Increasing the number of repetitions of a message increases the message's retention, without any known satiation point.

Q: Learning occurs only when responses are overt.

Q: Cues serve to direct consumer drives regardless of whether these cues are consistent with consumer expectations.

Q: The role of experience in learning indicates that all learning is deliberately sought.

Q: Consumer learning is a process that continually evolves and changes as a result of newly acquired knowledge or from actual experience.

Q: Most human needs are fully and permanently satisfied.

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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

Q: 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 B) continuous C) variable D) random E) iterative

Q: 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

Q: 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

Q: 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

Q: 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

Q: ________ 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 loyalty D) No loyalty E) Conditioned loyalty

Q: 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

Q: 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

Q: 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

Q: 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

Q: ________ 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

Q: ________ 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

Q: 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

Q: ________ 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

Q: 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

Q: 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

Q: 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

Q: The process by which we recover information from long-term storage is known as ________. A) retention B) decoding C) encoding D) retrieval E) processing

Q: 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

Q: ________, 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

Q: 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

Q: 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

Q: ________ 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

Q: Cognitive learning theory suggests that ________. A) the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment B) 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) most individual learning occurs in a controlled environment in which individuals are "rewarded" for choosing an appropriate behavior D) 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) 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

Q: Learning based on mental activity is called ________. A) passive learning B) massed learning C) vicarious learning D) distributed learning E) cognitive learning

Q: 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

Q: ________ 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

Q: 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

Q: ________ 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

Q: Reinforcement performed before the desired consumer behavior actually takes place is called ________. A) positioning B) licensing C) preemptive reward D) shaping E) passive learning

Q: 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

Q: 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

Q: 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

Q: Forgetting is often related to the passage of time, and is known as the process of ________. A) encoding B) relationship marketing C) decay D) advertising wearout E) perceptual blocking

Q: In cases of ________, behavior is unlearned due to a lack of reinforcement. A) forgetting B) information overload C) decay D) advertising wearout E) extinction

Q: 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

Q: There are many ways consumers handle risk. Identify and discuss three methods.

Q: What are the types of perceived risk consumers have to deal with?

Q: Differentiate between intrinsic cues and extrinsic cues and provide examples of each.

Q: Provide an example of a brand image update that was designed to create emotional bonds between the brand and the consumer.

Q: SERVQUAL is a scale that is designed to measure the gap between customer expectations or services and their perception of the service actually delivered. Describe the dimensions on which this scale is based.

Q: Identify the most prominent reasons behind stereotyping and provide an example of each from marketing.

Q: Identify and briefly describe three of the basic principles of perceptual organization that relate to consumer behavior.

Q: What is subliminal perception? How does it relate to marketing?

Q: How do marketers take advantage of the JND?

Q: Define Weber's law in the context of the differential threshold and cite an example of Weber's law in practice.

Q: Low-risk perceivers have been described as narrow categorizers because they limit their choices to a few safe alternatives.

Q: Psychological risk is the risk that a poor product choice may result in social embarrassment.

Q: The amount of risk perceived depends on the specific consumer.

Q: Consumers are influenced by risks that exist whether they perceive the risks or not.

Q: When consumers encounter prices that are in line with their expectations and feel harmonious, they engage in dissonance reduction.

Q: Reference pricing coupled with limited-time availability (e.g. regularly $599, now $359 and on sale, three days only) produces more favorable price and store perceptions than each technique used alone.

Q: When consumers evaluate concrete attributes of a product, such as performance and durability, they rely less on price and brand name as indicators of quality than when they evaluate the product's prestige and symbolic value.

Q: Delivery vehicles painted in distinct colors, restaurant matchbooks, packaged hotel soaps and shampoos are all ways to make service offerings seem more tangible with visual images.

Q: Because services are intangible, image becomes a key factor in differentiating a service from its competition.

Q: Positioning is more important to the ultimate success of a product than are its actual characteristics.

Q: Products and brands have symbolic value for individuals, who evaluate them on the basis of their consistency with their personal pictures of themselves.

Q: When forming first impressions, the perceiver typically knows which stimuli are relevant, important, or predictive of later behavior.