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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. Licensing is a marketing strategy that operates on the principle of ________.
2. 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, ________.
3. Knowledge ________ involves relating new data to old data to make the material more meaningful.
4. 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.
5. The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place.
6. 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.
7. ________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior.
8. 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.
9. ________ 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.
10. Greater familiarity with the product category increases cognitive ability and learning during a new purchase decision, particularly with regard to technical information.
11. From a marketer's perspective, ________ involves obtaining the desired result from using a particular product or service.
12. Reinforcement performed before the desired consumer behavior actually takes place is called ________.
13. 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 ________.
14. 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 ________.
15. Campbell's Soup Company continues to add new food products to its product line under the Campbell's brand name. This is known as ________.
16. Unfilled needs lead to ________, which spurs learning.
17. When consumers are presented with information overload, they may encounter difficulty in encoding and storing it all.
18. The process by which we recover information from long-term storage is known as ________.
19. The promise of possibly receiving a reward provides positive reinforcement and encourages consumer patronage.
20. Reinforcement performed before the desired consumer behavior actually takes place is called modeling.
21. Learning is pervasive in our lives, but there are two different theories on how people learn – the ________ theories and the ________ theories.
22. In ________, the marketer adds related products to an already established brand.
23. Unexpected message elements pierce consumers' perceptual screens and improve the memorability of an ad when these elements are relevant to the advertising message.
24. When a marketer's goal is long-term repeat buying on a regular basis, a massed learning schedule is preferable.
25. ________ is the stage of real memory in which information is processed and held for just a brief period.

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