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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. Learning based on mental activity is called ________.
2. In the marketplace, price, styling, packaging, advertising, and store displays all serve as ________ to help consumers fulfill their needs in product-specific ways.
3. ________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior.
4. ________ produce(s) more initial learning, whereas ________ usually persist(s) longer.
5. Increasing the number of repetitions of a message increases the message's retention, without any known satiation point.
6. 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 well-known symbol.
7. How individuals react to a drive or cue constitutes their ________.
8. The process by which we recover information from long-term storage is known as ________.
9. In cases of ________, behavior is unlearned due to a lack of reinforcement.
10. ________ 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.
11. ________ 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.
12. 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.
13. ________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.
14. Greater familiarity with the product category increases cognitive ability and learning during a new purchase decision, particularly with regard to technical information.
15. The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place.
16. Product information stored in memory tends to be brand based.
17. A distributed ad campaign, with ads repeated on a regular basis, results in more long-term learning and is relatively immune to extinction.
18. ________ serve to stimulate learning, and ________ are the stimuli that direct them.
19. Licensing is a marketing strategy that operates on the principle of ________.
20. 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 ________.
21. Information that is stored ________ in long-term memory is stored according to significant concepts.
22. When consumers are presented with information overload, they may encounter difficulty in encoding and storing it all.
23. Forgetting is often related to the passage of time, and is known as the process of ________.
24. From a marketer's perspective, ________ involves obtaining the desired result from using a particular product or service.
25. Early classical conditioning theorists regarded all organisms as relatively passive entities that could be taught behaviors through ________.

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