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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. ________ involves developing a close, personalized relationship with customers, and is one form of non-product reinforcement.
2. ________ are more effective at generating recall and familiarity with a product, whereas ________ generate cognitive activity that encourage consumers to evaluate the advantages and disadvantages of a product.
3. Reinforcement performed before the desired consumer behavior actually takes place is called modeling.
4. Information that is stored ________ in long-term memory is stored according to significant concepts.
5. Licensing is a marketing strategy that operates on the principle of ________.
6. ________ is the stage of real memory in which information is processed and held for just a brief period.
7. From a marketer's perspective, ________ involves obtaining the desired result from using a particular product or service.
8. Consumer learning is a process that continually evolves and changes as a result of newly acquired knowledge or from actual experience.
9. Lotteries, sweepstakes, door prizes, and contests that require certain consumer behaviors for eligibility are examples of variable ratio reward schedules.
10. ________ 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.
11. 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 ________.
12. Gino's Italian Bistro offers all patrons a free after-dinner drink. This is an example of a ________ reward schedule.
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. Learning occurs only when responses are overt.
15. 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.
16. The process by which we recover information from long-term storage is known as ________.
17. ________ 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.
18. 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 ________."
19. ________ 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.
20. The product imitator hopes that the consumer will ________, whereas the market leader wants the consumer to ________ among similar stimuli.
21. If you usually listen to the 6 o'clock news while waiting for dinner to be served, you would tend to associate the news with dinner, and eventually the sound of the 6 o'clock news alone might cause your mouth to water even if dinner was not being prepared. This is known as ________.
22. The basis of ________, in which two brand names are featured on a single product, is to use another product's brand equity to enhance the primary brand's equity.
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. 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.
25. In ________, the marketer adds related products to an already established brand.

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