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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. Increasing the number of repetitions of a message increases the message's retention, without any known satiation point.
2. 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.
3. In ________, the marketer adds related products to an already established brand.
4. Learning is pervasive in our lives, but there are two different theories on how people learn – the ________ theories and the ________ theories.
5. Learning acquired by accident or without much effort is known as ________ learning.
6. Newly acquired knowledge and personal experience serve as ________ to the individual and provide the basis for future behavior in similar situations.
7. 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.
8. Forgetting is often related to the passage of time, and is known as the process of ________.
9. Classical conditioning and instrumental conditioning theory are examples of ________.
10. 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.
11. ________ is our tendency to make the same responses to slightly different stimuli.
12. 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.
13. Information that is stored ________ in long-term memory is stored according to significant concepts.
14. When consumers are presented with information overload, they may encounter difficulty in encoding and storing it all.
15. ________ serve to stimulate learning, and ________ are the stimuli that direct them.
16. 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 ________.
17. For ________ purchases, consumers are more likely to be narrow categorizers, whereas for ________ purchases, consumers are more likely to be broad categorizers.
18. Learning occurs only when responses are overt.
19. Unfilled needs lead to ________, which spurs learning.
20. Unexpected message elements pierce consumers' perceptual screens and improve the memorability of an ad when these elements are relevant to the advertising message.
21. 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.
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.
23. From a marketer's perspective, ________ involves obtaining the desired result from using a particular product or service.
24. Reinforcement performed before the desired consumer behavior actually takes place is called modeling.
25. 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 ________.

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