Exam 7: Consumer Learning

In cases of ________,behavior is unlearned due to a lack of reinforcement.

________ 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.

Licensing is a marketing strategy that operates on the principle of ________.

Information that is stored ________ in long-term memory is stored according to significant concepts.

A distributed ad campaign,with ads repeated on a regular basis,results in more long-term learning and is relatively immune to extinction.

________ increase(s)the likelihood that a specific response will occur in the future as the result of particular cues or stimuli.

Unexpected message elements pierce consumers' perceptual screens and improve the memorability of an ad when these elements are relevant to the advertising message.

Rehearsal is the process by which we select a word or visual image to represent a perceived object.

________ is our tendency to make the same responses to slightly different stimuli.

Product information stored in memory tends to be brand based.

SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is recognized as being endorsed by the hair dressers of Hollywood stars.Consumers who are highly attuned to social risks associated with personal beauty products perceive that Shimmer shampoo is a high quality shampoo formulation that won't damage hair and renders hair easily to manage and style.The company has recently come out with a line of conditioners under the Shimmer brand name in the hopes that consumers will carry their perceptions of Shimmer shampoo over to the new line of conditioners. -In the SHAMPOO MINI CASE,Shimmer conditioner is considered a ________.

Learning based on mental activity is called ________.

________ involves developing a close,personalized relationship with customers,and is one form of non-product reinforcement.

Purchase loyalty leads to a higher market share,and attitudinal loyalty often enables marketers to charge a higher price for the brand relative to the competition.Identify and discuss the three groups of drivers of consumer loyalty,and the four types of loyalty that these influences produce.

The product imitator hopes that the consumer will ________,whereas the market leader wants the consumer to ________ among similar stimuli.

Early classical conditioning theorists regarded all organisms as relatively passive entities that could be taught behaviors through ________.

OIL CHANGE MINI CASE: Mr.Greasy is a national car care chain that specializes in providing routine services like oil changes and safety inspections.It advertises nationally, particularly around Memorial Day, Independence Day, and Labor Day, when it runs an advertising blitz to encourage drivers to bring their cars in for a check up before holiday road trips. Mr.Greasy's advertisements emphasize the importance of changing a car's oil regularly in order to prevent costly engine failure.Its stores are recognizable from the road by their gray and yellow color schemes.To encourage brand loyalty, Mr.Greasy offers customers reward cards that customers get stamped every time they get an oil change, and can receive the sixth oil change free after the purchase of the first five.Fast Oil, a North Carolina chain that offers the same kind of services, paints its stores black and yellow in an effort to appear like Mr.Greasy stores and benefit from Mr.Greasy's extensive advertising.Thus many customers have developed positive perceptions of Mr.Greasy, note Fast Oil's store color, and mistake Fast Oil stores for Mr.Greasy stores. -In the OIL CHANGE MINI CASE,the Mr.Greasy Reward Card offers customers positive reinforcement on a ________ schedule.

SHAMPOO MINI CASE: Shimmer is a well-known brand of shampoo that is recognized as being endorsed by the hair dressers of Hollywood stars.Consumers who are highly attuned to social risks associated with personal beauty products perceive that Shimmer shampoo is a high quality shampoo formulation that won't damage hair and renders hair easily to manage and style.The company has recently come out with a line of conditioners under the Shimmer brand name in the hopes that consumers will carry their perceptions of Shimmer shampoo over to the new line of conditioners. -In the SHAMPOO MINI CASE,Shimmer's reputation for being endorsed by the hair dressers of Hollywood stars is the brand's ________.

Consumers exposed to substantively varied ads process more information about product attributes and have more positive thoughts about the product than those exposed to cosmetic variation.

________ is based on the premise that observable responses to specific external stimuli signal that learning has taken place.