Consumer Behavior Exam Study Prep

Practice Questions

A relatively permanent change of behavior is called…LEARNING

If a woman receives compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation…positive reinforcement

A woman no longer receives compliments on the perfume she wears. In learning terms, the stimulus-response connection has weakened. Which of the following terms best describes the situation…Extinction

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following ink recommendation…instrumental conditioning

According to the definition of learning, how could a research ever show that cognitive learning had taken place in a subject…By measuring a behavioral change that could directly be tied to a previous experience

When a need is aroused that the consumer wishes to satisfy, the _________ process has been activated…motivation

Tanya would really love to have a full length mink coat; however, animal rights (and animal rights activists) have caused her to reconsiders making such a purchase. This situation illustrates an…approach-avoidence conflict

Classical conditioning takes place when a _______ is continuously matched with a _________…conditional stimulus x unconditional stimulus (classical = stimulus x 2)

Behavioural theorists rely on internal mental states to explain learning…False

When Campbell’s markets many products under the same brand name it is called family branding…True

Punishment is one way that instrumental conditioning occurs…True

_______ learning occurs when an individual watches the actions of others and notes the consequences they receive from their behaviors…Observational

Companies that think carefully about the impact ofsensations on product experiences are practicing…sensory marketing

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of…sensory overload

Because the brain's capacity to process information i slimited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called…perceptual vigilance

Chapter 2 Terms

Sensation - is the immediate response of our sensory receptors to basic stimuli

Subliminal Perception - is when the stimulus is below the level of a consumers awareness

Perceptual Vigilance - we are more likely to be aware of stimuli that relate to our current needs

Perceptual Defense - see what you want to see and ignore what they don’t want to see.

Gestalt Psychology - people derive meaning from the totality of a set of stimuli rather than from any individual stimulus. 3 Principles: Closure, Similarity, Figure-ground

Consumer Behavior – The study of how individuals or groups select, purchase, use, and dispose of goods, services, and experiences.

Perception – The process by which consumers interpret sensory information to form an impression of a product or brand.

Motivation – The internal drive that compels a consumer to take action toward satisfying a need or want.

Attitude – A consumer’s learned predisposition to respond favorably or unfavorably toward a product, service, or brand.

Decision-Making Process – The five-step process consumers go through when making a purchase: Problem Recognition, Information Search, Evaluation of Alternatives, Purchase, and Post-Purchase Evaluation.

Classical Conditioning – A learning process where a consumer associates a brand with certain feelings or experiences.

Operant Conditioning – Learning through rewards and punishments to shape consumer behavior.

Cognitive Dissonance – The mental discomfort experienced when a consumer holds conflicting beliefs about a purchase.

Brand Loyalty – A consumer’s consistent preference for one brand over others.

Price Sensitivity – The degree to which a consumer’s purchasing behavior changes in response to price changes.

Impulse Buying – A spontaneous purchase made without pre-planning

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Psychographics – The study of consumer lifestyles, values, and interests to predict buying behavior.

Chapter 3

Behavioral learning theories: Assume that learning takes place as the result of responses to external events.