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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. 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.
2. The more competitive ads a consumer sees, the greater the likelihood that ________ will occur, causing the consumer to forget previous learning that resulted from repetition.
3. The process by which we recover information from long-term storage is known as ________.
4. Licensing is a marketing strategy that operates on the principle of ________.
5. Learning based on mental activity is called ________.
6. ________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.
7. Forgetting is often related to the passage of time, and is known as the process of ________.
8. Early classical conditioning theorists regarded all organisms as relatively passive entities that could be taught behaviors through ________.
9. Instrumental learning theorists believe that learning occurs through a trial-and-error process, with habits formed as a result of rewards received for certain responses or behaviors.
10. The effectiveness of repetition is independent of the amount of competitive advertising to which the consumer is exposed.
11. Although it is relatively easy to get information into the consumer's sensory store, it is difficult to make a lasting impression.
12. Campbell's Soup Company continues to add new food products to its product line under the Campbell's brand name. This is known as ________.
13. The promise of possibly receiving a reward provides positive reinforcement and encourages consumer patronage.
14. Reinforcement performed before the desired consumer behavior actually takes place is called ________.
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. ________ 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.
17. Greater familiarity with the product category increases cognitive ability and learning during a new purchase decision, particularly with regard to technical information.
18. The greater the number of acceptable brands in a specific product category, the more likely the consumer is to be brand loyal to one specific brand.
19. The purpose of rehearsal is to hold information in short-term storage long enough for ________ to take place.
20. ________ 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.
21. 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.
22. ________ involves developing a close, personalized relationship with customers, and is one form of non-product reinforcement.
23. Unfilled needs lead to ________, which spurs learning.
24. ________ increase(s) the likelihood that a specific response will occur in the future as the result of particular cues or stimuli.
25. In cases of ________, behavior is unlearned due to a lack of reinforcement.

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