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Consumer Behavior 101 Practice Test: Consumer Learning
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Avg score: 74% • Most missed: “________ produce(s) more initial learning, whereas ________ usually persist(s) l…”
Consumer learning is a process that involves changes in a person's behavior based on their experiences. It can be obtained through reading, discussing, observing, and thinking.  Some elements of consumer learning include: Motivation: The driving force behind learning. Motivation can increase a person's readiness to respond to learning. Cues: Stimulate the direction of motives. Cues are not as strong as motives, but they can influence how a consumer responds to motives.  Consumers learn by means of a trial and error process. Some purchase behaviors result in more favorable outcomes... Show more
Consumer Behavior 101 Practice Test: Consumer Learning
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25 Questions

1. How individuals react to a drive or cue constitutes their ________.
2. Cues serve to direct consumer drives regardless of whether these cues are consistent with consumer expectations.
3. Lotteries, sweepstakes, door prizes, and contests that require certain consumer behaviors for eligibility are examples of variable ratio reward schedules.
4. 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.
5. ________ is the stage of real memory in which information is processed and held for just a brief period.
6. Rehearsal is the process by which we select a word or visual image to represent a perceived object.
7. Once information is perceived, it is first stored in the short-term store, then the long-term store, then the sensory store.
8. The product imitator hopes that the consumer will ________, whereas the market leader wants the consumer to ________ among similar stimuli.
9. ________ involves developing a close, personalized relationship with customers, and is one form of non-product reinforcement.
10. Unexpected message elements pierce consumers' perceptual screens and improve the memorability of an ad when these elements are relevant to the advertising message.
11. Product information stored in memory tends to be brand based.
12. 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.
13. ________ increase(s) the likelihood that a specific response will occur in the future as the result of particular cues or stimuli.
14. Classical conditioning and instrumental conditioning theory are examples of ________.
15. Cognitive learning theory holds that ________.
16. 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 ________.
17. 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.
18. Learning acquired by accident or without much effort is known as ________ learning.
19. 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.
20. Campbell's Soup Company continues to add new food products to its product line under the Campbell's brand name. This is known as ________.
21. ________ is our tendency to make the same responses to slightly different stimuli.
22. The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place.
23. The role of experience in learning indicates that all learning is deliberately sought.
24. ________ serve to stimulate learning, and ________ are the stimuli that direct them.
25. ________ 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.

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