Unfilled needs lead to which spurs learning

Consumer Behavior, 10e (Schiffman/Kanuk)
Chapter 7 Consumer Learning
1) Learning is pervasive in our lives, but 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
Answer: C
Diff: 1 Page Ref: 194
Skill: Concept
Objective: 7.1: Understand the process and four elements of consumer learning
2) From a marketing perspective, the process by which individuals acquire the purchase and
consumption knowledge and experience that they apply to future related behavior is known as
________.
A) brand loyalty
B) brand equity
C) positive reinforcement
D) consumer learning
E) perceptual blocking
Answer: D
Diff: 1 Page Ref: 192
Skill: Concept
Objective: 7.1: Understand the process and four elements of consumer learning
3) Newly acquired knowledge and personal experience serve as ________ to the individual and
provide the basis for future behavior in similar situations.
A) stimulus
B) sensation
C) communication
D) understanding

E) feedback
Answer: E
Diff: 2 Page Ref: 192
Skill: Concept
Objective: 7.1: Understand the process and four elements of consumer learning

1
ScholarStock

4) Learning acquired by accident or without much effort is known as ________ learning.
A) intentional
B) instrumental
C) intrinsic
D) incidental
E) inexplicable
Answer: D
Diff: 1 Page Ref: 192
Skill: Concept
Objective: 7.1: Understand the process and four elements of consumer learning
5) Unfilled needs lead to ________, which spurs learning.
A) feedback
B) cues
C) response
D) motivation
E) reinforcement
Answer: D
Diff: 2 Page Ref: 193
Skill: Concept
Objective: 7.1: Understand the process and four elements of consumer learning

6) ________ 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: B
Diff: 2 Page Ref: 193
AACSB: Analytic Skills
Skill: Concept
Objective: 7.1: Understand the process and four elements of consumer learning
7) 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: B
Diff: 2 Page Ref: 193
Skill: Application
Objective: 7.1: Understand the process and four elements of consumer learning

2
ScholarStock

8) How individuals react to a drive or cue constitutes their ________.
A) perceptual organization
B) learning

C) response
D) motivation
E) reinforcement
Answer: C
Diff: 1 Page Ref: 193
Skill: Concept
Objective: 7.1: Understand the process and four elements of consumer learning
9) ________ 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: E
Diff: 2 Page Ref: 193
Skill: Concept
Objective: 7.1: Understand the process and four elements of consumer learning
10) 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 cares about the quality of
their experience.
A) feedback
B) a cue
C) a response
D) a motive
E) reinforcement
Answer: E
Diff: 2 Page Ref: 193

AACSB: Reflective Thinking
Skill: Application
Objective: 7.1: Understand the process and four elements of consumer learning

3
ScholarStock

11) ________ is based on the premise that observable responses to specific external stimuli
signal that learning has taken place.
A) Perceived learning
B) Behavioral learning
C) Cognitive learning
D) Associative learning
E) Modernist learning
Answer: B
Diff: 2 Page Ref: 194
AACSB: Analytic Skills
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
12) 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
Answer: B
Diff: 1 Page Ref: 194
Skill: Concept

Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
13) Early classical conditioning theorists regarded all organisms as relatively passive entities that
could be taught behaviors through ________.
A) reflection
B) repetition
C) analysis
D) association
E) observation
Answer: B
Diff: 3 Page Ref: 194
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

4
ScholarStock

14) According to Pavlovian theory, ________.
A) learning can occur only when responses are overt
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) 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
D) there is a limit to the amount of repetition that will aid retention
E) learning depends on the ability of individuals to generalize
Answer: B
Diff: 3 Page Ref: 194
AACSB: Analytic Skills

Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
15) 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
Answer: B
Diff: 2 Page Ref: 194
AACSB: Analytic Skills
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
16) 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 wellknown 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
Answer: A
Diff: 2 Page Ref: 194
AACSB: Analytic Skills
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption

behavior

5
ScholarStock

17) 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
Answer: E
Diff: 3 Page Ref: 194
AACSB: Analytic Skills
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
18) Under neo-Pavlovian theory, 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. ________ is the learning that results from exposure
to relationships among events in the environment.
A) Feedback
B) Reinforcement
C) Conditioning
D) Generalization
E) Discrimination

Answer: C
Diff: 3 Page Ref: 195
AACSB: Analytic Skills
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
19) ________ increases the strength of the association between a conditioned stimulus and an
unconditioned stimulus and slows the process of forgetting.
A) Feedback
B) Perceptual defense
C) Repetition
D) Generalization
E) Discrimination
Answer: C
Diff: 1 Page Ref: 196
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

6
ScholarStock

20) 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 wearout
B) the three-hit theory
C) stimulus differentiation
D) rehearsal
E) stimulus generalization

Answer: A
Diff: 2 Page Ref: 196
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
21) 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 used 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
Answer: A
Diff: 2 Page Ref: 196
AACSB: Communication
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
22) ________ in ads involves changing some of the aesthetic characteristics of an ad while
repeating the same advertising theme. ________ in ads involve changes in advertising content
across different versions of an advertisement.
A) Cosmetic variations; Advertising wearout
B) Substantive variations; Cosmetic variations
C) Cosmetic variations; Substantive variations
D) Stimulus generalization; Stimulus discrimination
E) Advertising wearout; Substantive variations
Answer: C
Diff: 3 Page Ref: 196

Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

7
ScholarStock

23) The more competitive ads a consumer sees, the greater the likelihood that ________ will
occur, causing the consumer to forget previous learning that resulted from repetition.
A) stimulus discrimination
B) interference
C) cosmetic variations
D) advertising wearout
E) cognitive processing
Answer: B
Diff: 2 Page Ref: 197
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
24) ________ is our tendency to make the same responses to slightly different stimuli.
A) Stimulus discrimination
B) Stimulus generation
C) Stimulus generalization
D) Classical conditioning
E) Advertising wearout
Answer: C
Diff: 2 Page Ref: 197
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption

behavior
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
Answer: D
Diff: 1 Page Ref: 197
AACSB: Reflective Thinking
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

8
ScholarStock

26) 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
Answer: C
Diff: 2 Page Ref: 197

Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
27) 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
Answer: C
Diff: 2 Page Ref: 197
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
28) 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
Answer: B
Diff: 2 Page Ref: 197
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

9
ScholarStock

29) Licensing is a marketing strategy that operates on the principle of ________.
A) stimulus differentiation
B) product category extensions
C) repetition
D) product line extensions
E) stimulus generalization
Answer: E
Diff: 3 Page Ref: 199
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
30) ________ 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
Answer: B
Diff: 1 Page Ref: 210
Skill: Concept
Objective: 7.3: Study information processing and cognitive learning and understand their
strategic applications to consumer behavior
31) 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
Answer: B
Diff: 1 Page Ref: 199
AACSB: Analytic Skills
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

10
ScholarStock

32) ________ 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
Answer: B
Diff: 2 Page Ref: 200
AACSB: Analytic Skills
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
33) 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
Answer: B
Diff: 3 Page Ref: 200
AACSB: Reflective Thinking
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
34) 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
Answer: B
Diff: 3 Page Ref: 200
AACSB: Reflective Thinking
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

11
ScholarStock

35) 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
Answer: D
Diff: 3 Page Ref: 202
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
36) From a marketer's perspective, ________ involves obtaining the desired result from using a
particular product or service.
A) the central route to persuasion
B) copy testing
C) positive reinforcement
D) the peripheral route to persuasion
E) negative reinforcement
Answer: C
Diff: 2 Page Ref: 203
AACSB: Analytic Skills
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
37) In cases of ________, behavior is unlearned due to a lack of reinforcement.
A) forgetting
B) information overload
C) decay

D) advertising wearout
E) extinction
Answer: E
Diff: 1 Page Ref: 204
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

12
ScholarStock

38) 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
Answer: C
Diff: 1 Page Ref: 204
AACSB: Analytic Skills
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
39) ________ involves developing a close, personalized relationship with customers, and is one
form of non-product reinforcement.
A) Relationship marketing
B) Copy testing
C) Involvement theory
D) Comprehension

E) Shaping
Answer: A
Diff: 1 Page Ref: 205
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
40) 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
Answer: E
Diff: 2 Page Ref: 205
AACSB: Reflective Thinking
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

13
ScholarStock

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

E) passive learning
Answer: D
Diff: 1 Page Ref: 206
AACSB: Analytic Skills
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
42) ________ 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
Answer: B
Diff: 2 Page Ref: 206
AACSB: Analytic Skills
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
43) ________ 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) Modeling
D) Positioning
E) Distributed learning
Answer: C
Diff: 1 Page Ref: 206
Skill: Concept
Objective: 7.2: Study behavioral learning and understand its applications to consumption

behavior

14
ScholarStock

44) Learning based on mental activity is called ________.
A) passive learning
B) massed learning
C) vicarious learning
D) distributed learning
E) cognitive learning
Answer: E
Diff: 1 Page Ref: 207
Skill: Concept
Objective: 7.3: Study information processing and cognitive learning and understand their
strategic applications to consumer behavior
45) Cognitive learning theory holds 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
Answer: A
Diff: 2 Page Ref: 207

AACSB: Analytic Skills
Skill: Concept
Objective: 7.3: Study information processing and cognitive learning and understand their
strategic applications to consumer behavior
46) ________ 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
Answer: C
Diff: 1 Page Ref: 207
Skill: Concept
Objective: 7.3: Study information processing and cognitive learning and understand their
strategic applications to consumer behavior

15
ScholarStock

47) 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
Answer: B
Diff: 2 Page Ref: 208

Skill: Concept
Objective: 7.3: Study information processing and cognitive learning and understand their
strategic applications to consumer behavior
48) 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
Answer: E
Diff: 2 Page Ref: 208
AACSB: Reflective Thinking
Skill: Concept
Objective: 7.3: Study information processing and cognitive learning and understand their
strategic applications to consumer behavior
49) Knowledge ________ involves relating new data to old data to make the material more
meaningful.
A) retention
B) rehearsal
C) activation
D) shaping
E) encoding
Answer: C
Diff: 3 Page Ref: 209
Skill: Concept
Objective: 7.3: Study information processing and cognitive learning and understand their
strategic applications to consumer behavior

16

ScholarStock

50) Information that is stored ________ in long-term memory is stored according to significant
concepts.
A) episodically
B) semantically
C) passively
D) discriminately
E) comprehensively
Answer: B
Diff: 3 Page Ref: 209
AACSB: Analytic Skills
Skill: Concept
Objective: 7.3: Study information processing and cognitive learning and understand their
strategic applications to consumer behavior
51) The process by which we recover information from long-term storage is known as ________.
A) retention
B) decoding
C) encoding
D) retrieval
E) processing
Answer: D
Diff: 1 Page Ref: 209
Skill: Concept
Objective: 7.3: Study information processing and cognitive learning and understand their
strategic applications to consumer behavior
52) ________ occurs through repeated exposures to a TV commercial and produces changes in
consumer behavior prior to changes in the consumer's attitude toward the product.
A) Hemispheric lateralization

B) Behavioral learning
C) Distributed learning
D) Observational learning
E) Passive learning
Answer: E
Diff: 3 Page Ref: 211
AACSB: Analytic Skills
Skill: Application
Objective: 7.3: Study information processing and cognitive learning and understand their
strategic applications to consumer behavior

17
ScholarStock

53) ________ are more effective at generating recall and familiarity with a product, whereas
________ generate cognitive activity that encourage consumers to evaluate the advantages and
disadvantages of a product.
A) Distributed communications; massed communications
B) Interference effects; involvement effects
C) Pictorial cues; verbal cues
D) Narrow categorizers; broad categorizers
E) Copy tests; recognition tests
Answer: C
Diff: 3 Page Ref: 215
AACSB: Communication
Skill: Concept
Objective: 7.4: Study consumer involvement theory and passive learning and understand their
strategic affects on consumer behavior
54) 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
Answer: A
Diff: 3 Page Ref: 211
AACSB: Analytic Skills
Skill: Concept
Objective: 7.4: Study consumer involvement theory and passive learning and understand their
strategic affects on consumer behavior
55) For high-involvement purchases, the ________ is likely to be the most effective marketing
strategy, whereas for low-involvement purchases, the ________ is likely to be more effective.
A) massed learning; distributed learning
B) short-term stores; long-term stores
C) central route to persuasion; peripheral route to persuasion
D) product positioning; product differentiation
E) evoked set; brand equity
Answer: C
Diff: 3 Page Ref: 213
Skill: Concept
Objective: 7.4: Study consumer involvement theory and passive learning and understand their
strategic affects on consumer behavior

18
ScholarStock

56) ________ 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
Answer: C
Diff: 3 Page Ref: 217
Skill: Concept
Objective: 7.5: Understand how consumer learning and its results are measured
57) ________ refers to the value inherent in a well-known brand name and stems from the
consumer's perception of the brand's superiority, the social esteem that using it provides, and the
customer's trust and identification with the brand.
A) Licensing
B) Brand equity
C) Family branding
D) Brand loyalty
E) Encoding
Answer: B
Diff: 2 Page Ref: 218
Skill: Concept
Objective: 7.5: Understand how consumer learning and its results are measured
58) The basis of ________, in which two brand names are featured on a single product, is to use
another product's brand equity to enhance the primary brand's equity.
A) co-branding
B) vicarious learning
C) family branding
D) licensing
E) distributed learning
Answer: A

Diff: 2 Page Ref: 219
Skill: Concept
Objective: 7.5: Understand how consumer learning and its results are measured

19
ScholarStock

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 easily to manage and style. The
company has recently come out with a line of conditioners under the Shimmer brand name in the
hopes that consumers will carry their perceptions of Shimmer shampoo over to the new line of
conditioners.
59) 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
Answer: C
Diff: 2 Page Ref: 195
AACSB: Analytic Skills
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
60) 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
Answer: D
Diff: 2 Page Ref: 195
AACSB: Analytic Skills
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

20
ScholarStock

61) 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
Answer: A
Diff: 2 Page Ref: 195
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
62) 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
Answer: B
Diff: 2 Page Ref: 195
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
63) In the SHAMPOO MINI CASE, Shimmer conditioner is considered a ________.
A) product form extension
B) product line extension
C) product category extension
D) product stimulus discrimination
E) Pavlovian product
Answer: B
Diff: 2 Page Ref: 197
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

21
ScholarStock

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.
64) 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
Answer: E
Diff: 3 Page Ref: 203
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
65) 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
Answer: C
Diff: 3 Page Ref: 205
Skill: Application

Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

22
ScholarStock

66) 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
Answer: A
Diff: 3 Page Ref: 197
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
67) In the OIL CHANGE MINI CASE, Fast Oil is hoping to capitalize on Mr. Greasy's
________ to increase sales.
A) evoked set
B) brand equity
C) interference effects
D) encoding
E) massed learning
Answer: B
Diff: 3 Page Ref: 218
Skill: Application
Objective: 7.5: Understand how consumer learning and its results are measured

68) In the OIL CHANGE MINI CASE, Mr. Greasy's advertising blitz before the traditional
summer driving holidays is known as a ________.
A) distributed learning schedule
B) massed learning schedule
C) cognitive learning schedule
D) behavioral learning schedule
E) Pavlovian learning schedule
Answer: B
Diff: 3 Page Ref: 206
AACSB: Communication
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

23
ScholarStock

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.

69) 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
Answer: C
Diff: 3 Page Ref: 197
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
70) 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
Answer: A
Diff: 2 Page Ref: 197
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

24
ScholarStock

71) 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
Answer: E
Diff: 2 Page Ref: 199
AACSB: Analytic Skills
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
72) 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
Answer: B
Diff: 3 Page Ref: 206
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior
73) 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
Answer: B
Diff: 3 Page Ref: 205
Skill: Application
Objective: 7.2: Study behavioral learning and understand its applications to consumption
behavior

25
ScholarStock

Which of the following is based on the notion that learning occurs through a trial and error process?

What is instrumental conditioning also known as?

Which of the following occurs when a customer learns that two products?

What increases strength of association and slows forgetting but over time may result in advertising wear out?