Consumer Behaviour 6th Edition Schiffman Test Bank
Consumer Behaviour 6th Edition Schiffman Test Bank
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1
b. drive
c. commitment
d. involvement
Answer: d
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
4. Most learning theorists agree that in order for learning to occur, certain
basic elements must be present including:
a. motivation.
b. reinforcement.
c. cues.
d. all of these.
Answer: d
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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2
Answer: c
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
8. The factor that increases the likelihood that a specific response will occur in
the future as a result of particular cues or stimuli defines:
a. response.
b. learning.
c. involvement.
d. reinforcement.
Answer: d
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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3
Topic: Ch6 – Consumer learning and involvement
12. Early classical theorists regarded all organisms, human and animal, as
relatively _____ entities that could be taught certain behaviours through repetition.
a. passive
b. active
c. intelligent
d. involved
Answer: a
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
13. Ivan Pavlov was the first theorist to describe the ________ theory as a
learning model. According to his theory, learning occurs when a stimulus that is
paired with another stimulus that elicits a known response serves to produce the
same response when used alone.
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a. behavioural learning
b. classical conditioning
c. observational
d. stimulus generalisation
Answer: b
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
14. If you usually listen to the 6 o’clock news while smelling dinner as it is being
prepared, 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:
a. instrumental conditioning.
b. classical conditioning.
c. conditional learning.
d. behavioural learning.
Answer: b
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
15. ______ theorists believe that people learn as a result of exposure to stimuli
and reaction to those stimuli.
a. Behavioural
b. Cognitive
c. Rational
d. Most
Answer: a
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
16. Life insurance commercials, warning husbands that in the event of their
sudden death their wives will be left penniless widows, rely on _______ to
encourage the purchase of life insurance.
a. response
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b. learning
c. involvement
d. negative reinforcement
Answer: d
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
19. The creation of a strong association between the conditioned stimulus (CS)
and unconditioned stimulus (US) is called:
a. repetition.
b. optimal combination.
c. optimal conditioning.
d. repeated conditioning.
Answer: c
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6
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
20. Which of the following is not one of the three basic concepts derived from
classical conditioning?
a. Repetition.
b. Stimulus discrimination.
c. Stimulus generation.
d. Stimulus generalisation.
Answer: c
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
22. Ben drives to work at the same time every morning listening to the radio.
Each morning he hears the same radio commercial for home appliances and after a
week of hearing the ad, he is able to completely block the ad out when it comes on.
This is an example of:
a. reminder advertising.
b. highly dogmatic consumer.
c. advertising wearout.
d. repetition.
Answer: c
Difficulty: 1
AACSB: Application of Knowledge
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7
Topic: Ch6 – Consumer learning and involvement
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8
26. The classical conditioning principle that encourages firms to make a product
which is as similar to the leading brand as legally possible is:
a. conditioned response.
b. stimulus variance.
c. stimulus generalisation.
d. repetition.
Answer: c
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
27. When Omo washing liquid came out with an Omo sensitive liquid, the new
product was an example of:
a. leading line extension.
b. product category extension.
c. classification extension.
d. product form extension.
Answer: d
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
28. _____ is our ability to make the same responses to slightly different stimuli.
a. Stimulus discrimination
b. Stimulus generation
c. Stimulus generalisation
d. Classical conditioning
Answer: c
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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d. stimulus generation.
Answer: c
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
31. _____ is the practice of marketing a whole line of company products under
the same brand name.
a. Corporate marketing
b. Family branding
c. Capital branding
d. Licensing
Answer: b
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
32. Campbell’s soup company continues to add new food products to its product
line under the Campbell’s brand name. This is known as:
a. corporate marketing.
b. family branding.
c. capital branding.
d. licensing.
Answer: b
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Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
34. Licensing is a marketing strategy that operates under the principle of:
a. stimulus discrimination.
b. stimulus recognition.
c. stimulus generalisation.
d. stimulus generation.
Answer: c
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
35. When a famous celebrity’s name is used on perfumes in return for a fee, this
is known as:
a. capital marketing.
b. licensing.
c. family branding.
d. product form marketing.
Answer: b
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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11
36. The product imitator hopes that the consumer will ______, whereas the
market leader wants the consumer to ______ among similar stimuli.
a. discriminate; select
b. generalise; discriminate
c. select; generalise
d. none of the above
Answer: b
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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12
b. the more likely the consumer is to discriminate.
c. the more likely the consumer will generalise.
d. none of the above.
Answer: b
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
41. _____ 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 behaviours.
a. Classical conditioning
b. Behavioural
c. Instrumental conditioning
d. Cognitive
Answer: c
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
43. When a learned response is no longer reinforced to the point at which the
link between the stimulus and the expected reward is eliminated, it has reached the
point of:
a. decay.
b. extinction.
c. being forgotten.
d. reassessment.
Answer: b
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
44. If a consumer is no longer satisfied that her hair is silky smooth after using
a brand of shampoo, the link between the stimulus (shampoo) and the response
(silky smooth hair) is no longer reinforced. This is an example of:
a. extinction.
b. being forgotten.
c. reassessment.
d. change of consumer’s preferences.
Answer: a
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
45. Marketers can overcome consumer forgetting through _____, and can
combat extinction through _____.
a. enhanced customer satisfaction; learning
b. repetition; enhanced customer satisfaction
c. learning; trial
d. none of the above
Answer: b
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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14
46. A critical component of instrumental conditioning is:
a. understanding customer needs.
b. punishment.
c. reinforcement.
d. repetition.
Answer: c
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
47. In order to teach her son to say ‘please’, a mother gives her son 50 cents
every time he says ‘please’ when asking for something. The mother is employing:
a. negative reinforcement.
b. instrumental conditioning.
c. classical conditioning.
d. stimulus generalisation.
Answer: c
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
48. When a learning schedule is spread out over a period of time, a firm would
be employing:
a. classical learning.
b. massed learning.
c. distributed learning.
d. conditioned learning.
Answer: c
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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d. conditioned learning.
Answer: b
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
50. When individuals observe the behaviour of others, remember it and imitate
it, the method of learning that is being employed is:
a. distributed learning.
b. massed learning.
c. classical learning.
d. vicarious learning.
Answer: d
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
51. Some researchers argue that because instrumental learning theory views
behaviour as a result of _______ rather than cognitive processes, it is applicable
only to products that have little personal relevance or importance to the consumer.
a. emotional processes
b. behavioural processes
c. thought manipulation
d. environmental manipulation
Answer: d
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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Topic: Ch6 – Consumer learning and involvement
53. The focus on cognitive learning is not on the stimulus but rather on one’s:
a. mental processing of information.
b. knowledge.
c. interaction with the environment.
d. vicarious learning.
Answer: a
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
55. ‘Observational learning’ and ‘vicarious learning’ are both different names for:
a. shaping.
b. reinforcement .
c. modelling.
d. recognition.
Answer: c
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
56. _____ theorists believe that people learn through mental processes.
a. Behavioural
b. Cognitive
c. Affective
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d. Involvement
Answer: b
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
58. The _____ is the stage of real memory in which information is processed
and held for just a brief period.
a. sensory store
b. temporary store
c. short-term store
d. long-term store
Answer: c
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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d. sensory store.
Answer: d
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
60. The amount of information available for delivery from short-term storage to
long-term storage depends on the amount of _____ it is given.
a. processing
b. attention
c. rehearsal
d. capacity
Answer: c
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
61. When consumers are presented with too much information, called _______,
they may encounter difficulty in encoding and storing it.
a. overcapacity
b. information overload
c. information overflow
d. bombardment
Answer: b
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
63. The total package of associations brought to mind when a cue is activated is
called:
a. activation.
b. encoding.
c. a schema.
d. chunking.
Answer: c
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
65. It has been found that advertising messages are most effective when they
combine the product’s attributes with the benefits. This aids the process of
information _____ within a consumer.
a. confusion
b. encoding
c. storage
d. retrieval
Answer: d
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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– 9781442561533/Schiffman/Consumer behaviour/6e
20
66. The greater the number of competitive ads in a product category, the lower
the recall of brand claims in a specific ad. This is due to ______, which cause
confusion with competing ads.
a. encoding effects
b. contradicting cues
c. interference effects
d. repetition methods
Answer: c
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
67. The basic premise of the split-brain theory is that the right and left
hemispheres of the brain specialise in the kinds of information they process. This
theory is also known as:
a. behavioural conditioning.
b. hemispheral lateralisation.
c. cognitive dissonance.
d. passive learning.
Answer: b
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
68. According to the split-brain theory, the right hemisphere of the brain is
responsible for ______, and the left hemisphere of the brain is concerned with
______.
a. cognitive activities; reading
b. reading; speaking
c. nonverbal information; cognitive
d. speaking; pictorial information
Answer: c
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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a. low-involvement processing.
b. split-brain theory.
c. high-involvement processing.
d. cognitive activity.
Answer: b
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
70. When looking at a print advertisement for scar-healing cream with a large
amount of written information about the product, Andrea’s analysis of this
advertisement will most likely be dominated by the area of her brain called the:
a. front hemisphere.
b. back hemisphere.
c. left hemisphere.
d. right hemisphere.
Answer: c
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
71. Which of the following types of information would not be generally handled
by the right side of the brain?
a. Nonverbal.
b. Timeless.
c. Pictorial.
d. All would be handled by the right side.
Answer: d
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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22
d. full-system activity.
Answer: c
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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Topic: Ch6 – Consumer learning and involvement
77. The _______ model suggests that a person’s level of involvement during
message processing is a critical factor in determining which route to persuasion is
likely to be effective.
a. consumer involvement
b. consumer behaviour
c. purchase intention
d. elaboration likelihood
Answer: d
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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– 9781442561533/Schiffman/Consumer behaviour/6e
24
79. Defining brand loyalty by repurchase would be on the basis of:
a. beliefs.
b. attitudes.
c. product knowledge.
d. behaviour.
Answer: d
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
81. _______ who favour the theory of instrumental conditioning believe that
brand loyalty results from an initial product trial that is reinforced through
satisfaction, leading to repeat purchase.
a. Cognitive researchers
b. Personality researchers
c. Behavioural scientists
d. Brand equity researchers
Answer: c
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
82. Ben believes that brand loyalty is the result of extensive problem-solving
behaviour involving brand and attribute comparisons, leading to a strong brand
preference. Ben’s views are consistent with:
a. brand equity researchers.
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b. personality researchers.
c. behavioural researchers.
d. cognitive researchers.
Answer: d
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
83. Which of the following is not a reason that there is an increased amount of
brand switching?
a. A decline in comparative advertising has been experienced.
b. Consumer boredom is greater.
c. Consumers are experiencing greater dissatisfaction with products.
d. There is a large number of new products entering the marketplace.
Answer: a
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
84. The decrease in brand loyalty, especially for national brands, has been
caused in part by an increased emphasis being placed on the promotional element
of:
a. specially advertised prices.
b. publicity.
c. personal selling.
d. sales promotion.
Answer: d
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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– 9781442561533/Schiffman/Consumer behaviour/6e
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89. Which of the following is not a positive outcome from brand equity?
a. Brand loyalty.
b. Increased market share.
c. Greater profits.
d. All of the above are positive outcomes from brand equity.
Answer: d
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
True/false questions
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28
Answer: False
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
5. Julie usually serves dinner at 6.00 p.m. when the evening news program
commences on television. Julie associates watching the evening news with having
dinner. This is an example of classical conditioning.
Answer: True
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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– 9781442561533/Schiffman/Consumer behaviour/6e
29
9. Licensing is a marketing strategy that operates on the principle of stimulus
generalisation.
Answer: True
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
10. The longer the period of learning, that is, of associating a brand name with a
specific product, the less likely the consumer is to discriminate and the more likely
to generalise the stimulus.
Answer: False
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
12. An advertisement for anti-ageing cream showing a model with wrinkly skin
is an example of positive reinforcement.
Answer: False
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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14. Forgetting is often related to the passage of time. This is known as the
process of decay.
Answer: True
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
15. Jenny has been using a new exercise machine for a few weeks. A colleague
recently complemented her on how trim she looks. Jenny is more likely to continue
using the fitness machine and engage in other fitness-related exercises. This
behaviour is an example of reinforcement.
Answer: True
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
18. Reinforcement carried out before the desired consumer behaviour takes
place is called modelling.
Answer: False
Difficulty: 3
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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19. Cognitive theories are sometimes referred to as stimulus-response theories
because they are based on the premise that observable responses to specific
external stimuli signal learning on the part of an individual.
Answer: False
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
21. The short-term store is where we receive fragments of information that last
for a second or two before we pass it to our long-term store.
Answer: False
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
22. The amount of information available for delivery from the sensory store to
the long-term store depends on the amount of rehearsal it is given.
Answer: False
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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– 9781442561533/Schiffman/Consumer behaviour/6e
32
24. Hemispheral lateralisation is also known as the split-brain theory.
Answer: True
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
25. According to the spilt-brain theory, the left hemisphere of the brain is
responsible for cognitive activities, such as reading and speaking.
Answer: True
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
26. Social judgment theory states that people’s processing of information about
an issue is determined by their involvement with the issue.
Answer: True
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
28. Tim is a consumer who values new products and bases his decision based on
price. He is exhibiting brand loyalty.
Answer: False
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
31. Because of improved targeting and better audience profiles, brand loyalty
has been steadily increasing.
Answer: False
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
33. For marketers, the dual goals of consumer learning are increased market
share and product-expert consumers.
Answer: False
Difficulty: 1
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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34
Essay questions
The Russian physiologist, Ivan Pavlov, was the first to describe conditioning and to
propose it as a general model of how learning occurs. According to Pavlovian
theory, conditioned learning results when a stimulus that does not initially evoke a
response is paired with another stimulus that elicits a known response until,
eventually, it serves to produce the same response when used alone.
The three basic concepts which are fundamental to classical conditioning are:
repetition, stimulus generalisation and stimulus discrimination.
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However, with a greater number of repetitions, an individual can become satiated,
and attention and retention will decline. Memory may no longer improve with
repeated exposures. This phenomenon, called advertising wearout, can be
decreased by varying the advertising message.
Difficulty: 3
AACSB: Reflective Thinking Skills and Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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– 9781442561533/Schiffman/Consumer behaviour/6e
36
3. Product line, form and category extensions, family branding and
licensing are all examples of stimulus generalisation strategies. Briefly
explain what each strategy is and give examples.
The practice of marketing a whole line of company products under the same brand
name, called family branding, is another strategy that capitalises on the
consumer’s ability to generalise favourable brand associations from one product to
others. For example, Campbell’s originally marketed soup but continues to add new
products to its product line under the Campbell’s brand name, achieving ready
acceptance for the new products from satisfied consumers of other Campbell’s
products.
Difficulty: 2
AACSB: Reflective Thinking Skills and Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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– 9781442561533/Schiffman/Consumer behaviour/6e
37
4. An important influence on consumer learning is timing. What is
massed learning and distributed learning and how do marketers use these
two types of learning? Cite one example.
Marketers can use these two types of learning when planning an advertising media
schedule. Massed advertising produces more initial learning, whereas a more
dispersed (i.e. distributed) schedule usually results in learning that persists for
longer.
Some car-makers use a combination of the two methods. They use concentrated
(massed) advertising during the first few weeks of a new model’s life, then
distributed (drip-feed) advertising over the rest of the product life cycle, sometimes
punctuated by bursts of massed advertising.
Difficulty: 3
AACSB: Reflective Thinking Skills and Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
Since information processing occurs in stages, it is generally believed that there are
separate ‘storehouses’ in the memory where information is kept temporarily while
waiting to be processed further. These include the following:
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1. Sensory store. All data come to us through our senses; however, the image
of a sensory input lasts for just a second or two in the mind’s sensory store.
For example, after staring at a TV image for a few seconds and then looking
away, we retain an after-image. That after-image, though very short-lived,
is packed with more information than we tend to use or process further. We
subconsciously block out a great deal of information. For marketers this
means that, although it is relatively easy to get information into the
consumer’s sensory store, it is difficult to make a lasting impression.
2. Short-term store. The short-term store is the stage of real memory in which
information is processed and held for just a brief period. Anyone who has
ever looked up a number in a telephone book, only to forget it just before
dialling, knows how briefly information lasts in short-term storage. If
information in the short-term store undergoes the process known as
rehearsal, it is then transferred to the long-term store. (Rehearsal can be
defined as the silent, mental repetition of material.) The transfer process
takes 2–10 seconds. If information is not rehearsed and transferred, it is lost
in about 30 seconds or less. The amount of information that can be held in
short-term storage is limited to four or five items. Through chunking of
information, we can easily store more items, a fact exploited by Domino’s
pizza with its 131 888 phone number.
Difficulty: 3
AACSB: Analytical Thinking and Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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– 9781442561533/Schiffman/Consumer behaviour/6e
39
6. What is the Elaboration Likelihood Model?
Difficulty: 2
AACSB: Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
Brand equity refers to the value inherent in a well-known brand name. Brand equity
is the value added to a product by the perceptions a consumer has of a particular
brand name. Uncle Toby’s brand has used its equity to extend its bread line to
include Vitagold, EnergyPlus and Grains-Plus, thus improving its share of the $2
billion total bread market. Brand equity contributes to acceptance of new products,
allocation of preferred shelf space, perceived value, perceived quality, premium
pricing options, and even to valued assets on a company’s balance sheet. Brand
equity concepts are usually referred to as ‘brand value’ and ‘brand meaning’. Brand
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40
meaning is the qualitative dimension – it refers to the qualities of a brand that
create meaning. Since value depends on meaning, changing brand meaning is
equivalent to changing the value of the brand. For all these reasons, companies
have begun to nurture their brand names carefully.
Difficulty: 3
AACSB: Analytical Thinking and Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
Copyright © 2014 Pearson Australia (a division of Pearson Australia Group Pty Ltd)
– 9781442561533/Schiffman/Consumer behaviour/6e
41
bring about certain emotional responses. The results show that involvement in
shopping does in fact influence consumers’ sense of excitement, intention to re-
patronise that shopping centre, and consumers’ propensity to stay in a shopping
centre longer.
Difficulty: 3
AACSB: Analytical Thinking and Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
There are two general categories of learning theory: behavioural learning and
cognitive learning. Although these theories differ markedly in a number of
essentials, each theory offers insights to marketers on how to shape their messages
to consumers to bring about desired purchase behaviour.
Cognitive learning theory holds that the kind of learning most characteristic of
human beings is problem solving, which enables us to gain some control over our
environment. Unlike behavioural learning theory, cognitive theory holds that
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42
learning involves complex mental processing of information. Instead of stressing
the importance of repetition or the association of rewards with a specific response,
cognitive theorists emphasise the role of motivation and mental processes in
producing a desired response.
Difficulty: 3
AACSB: Analytical Thinking and Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
10. ‘Repeat purchase does not necessarily mean brand loyalty.’ Discuss.
It does not necessarily follow that repeat purchases mean brand loyalty.
Whether the more frequent purchase of a major brand is a result of greater loyalty
to the brand is currently the subject of some debate. It has been proposed that
greater frequency of purchase may simply be the result, among other reasons, of
distribution support for the major brands. For example, if Diet Solo and Diet Lift are
your preferred soft drinks but Diet Coke is acceptable, you may actually appear
loyal to Diet Coke in a string of purchases simply because of its availability
compared with the limited distribution of the other drinks.
A basic issue among researchers is whether to define the concept of brand loyalty
in terms of consumer behaviour (e.g. frequency of purchase or proportion of total
purchases), consumer attitudes (the reported preference of the brand relative to
other brands, commitment or liking) or both behaviour and attitude. Many of the
studies investigating brand loyalty measure the construct with repeat buying
behaviour. To cognitive learning theorists, behavioural definitions lack precision,
since they do not distinguish between the ‘real’ brand-loyal buyer who is
intentionally faithful and the spurious brand-loyal buyer who repeats a brand
purchase because it is the only one available at the store. Such theories say that
brand loyalty must be measured by attitudes towards a brand rather than by
purchase consistency.
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– 9781442561533/Schiffman/Consumer behaviour/6e
43
average number of brands bought per buyer. Findings suggest that consumers buy
from a mix of brands within their acceptable range (i.e. their evoked set). Thus, the
greater the number of acceptable brands in a specific product category, the less
likely the consumer is to be brand-loyal to one specific brand.
Conversely, products with few competitors, as well as those purchased with great
frequency, are likely to have greater brand loyalty. A supporter of a cognitive
approach might argue that using observational techniques only limits the
explanatory power of the study. For example, if there are many competitors in a
category, there will usually be more price promotion; and a consumer who chooses
the least expensive brand would buy from a mix of brands. However, if the
category has fewer competitors, price promotion will occur less frequently and
buying the least expensive brand may result in a string of purchases of the same
brand. The loyalty of the consumer is based on the price point, not the brand.
Difficulty: 3
AACSB: Analytical Thinking and Application of Knowledge
Topic: Ch6 – Consumer learning and involvement
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– 9781442561533/Schiffman/Consumer behaviour/6e
44