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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. 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.
2. From a marketer's perspective, ________ involves obtaining the desired result from using a particular product or service.
3. The promise of possibly receiving a reward provides positive reinforcement and encourages consumer patronage.
4. Newly acquired knowledge and personal experience serve as ________ to the individual and provide the basis for future behavior in similar situations.
5. When a marketer's goal is long-term repeat buying on a regular basis, a massed learning schedule is preferable.
6. 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 ________.
7. Forgetting is often related to the passage of time, and is known as the process of ________.
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. Unexpected message elements pierce consumers' perceptual screens and improve the memorability of an ad when these elements are relevant to the advertising message.
10. ________ increase(s) the likelihood that a specific response will occur in the future as the result of particular cues or stimuli.
11. ________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.
12. Once information is perceived, it is first stored in the short-term store, then the long-term store, then the sensory store.
13. ________ serve to stimulate learning, and ________ are the stimuli that direct them.
14. ________ results in the selection of a specific stimulus from among similar stimuli.
15. Product information stored in memory tends to be brand based.
16. HSBC positions itself as the world's local bank." A recent advertising campaign consisted of about 20 ads centered on the theme that "different values make the world a richer place." HSBC used different cosmetic variations in their ads while repeating the same advertising theme is an attempt to avoid ________."
17. The process by which we recover information from long-term storage is known as ________.
18. Rehearsal is the process by which we select a word or visual image to represent a perceived object.
19. ________ 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.
20. Learning based on mental activity is called ________.
21. Learning occurs only when responses are overt.
22. The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place.
23. ________ is our tendency to make the same responses to slightly different stimuli.
24. ________ 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.
25. Greater familiarity with the product category increases cognitive ability and learning during a new purchase decision, particularly with regard to technical information.

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