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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. Lotteries, sweepstakes, door prizes, and contests that require certain consumer behaviors for eligibility are examples of variable ratio reward schedules.
2. The greater the number of acceptable brands in a specific product category, the more likely the consumer is to be brand loyal to one specific brand.
3. For ________ purchases, consumers are more likely to be narrow categorizers, whereas for ________ purchases, consumers are more likely to be broad categorizers.
4. ________ produce(s) more initial learning, whereas ________ usually persist(s) longer.
5. From a marketer's perspective, ________ involves obtaining the desired result from using a particular product or service.
6. When a marketer's goal is long-term repeat buying on a regular basis, a massed learning schedule is preferable.
7. The amount of information available for delivery from short-term storage to long-term storage depends on the amount of ________ it is given.
8. 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.
9. ________ serve to stimulate learning, and ________ are the stimuli that direct them.
10. ________ refers to the purchase of a brand out of habit and convenience without any emotional attachment to the brand.
11. A distributed ad campaign, with ads repeated on a regular basis, results in more long-term learning and is relatively immune to extinction.
12. 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.
13. 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.
14. Licensing is a marketing strategy that operates on the principle of ________.
15. Cognitive learning theory holds that ________.
16. ________ 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.
17. Learning acquired by accident or without much effort is known as ________ learning.
18. ________ 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.
19. 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 ________.
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 ________.
21. Knowledge ________ involves relating new data to old data to make the material more meaningful.
22. When consumers are presented with information overload, they may encounter difficulty in encoding and storing it all.
23. The effectiveness of repetition is independent of the amount of competitive advertising to which the consumer is exposed.
24. ________ increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting.
25. Reinforcement performed before the desired consumer behavior actually takes place is called modeling.

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