Exam 6: Consumer learning and involvement

What are the three basic concepts which are fundamental to classical conditioning? Give a brief description of each.

All learning is deliberately sought.

When consumers are presented with too much information, called _______, they may encounter difficulty in encoding and storing it.

Information doesn't just sit in a long-term store waiting to be retrieved. Rather, information is constantly being organised and reorganised as new links between chunks of information are forged.

Many 'me-too' products succeed in the marketplace as a result of the phenomenon of:

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

Increases in comparative advertising, increased targeting of specialty niches and the increased diversity of supermarket shoppers have all contributed to a decline in brand loyalty.

Explain the three systems of memory storehouses used in information processing.

An advertisement for anti-ageing cream showing a model with wrinkly skin is an example of positive reinforcement.

A consumer's degree of involvement is characterised by three properties: intensity, direction and:

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.

______ theorists believe that people learn as a result of exposure to stimuli and reaction to those stimuli.

Distinguish between behavioural and cognitive learning theories.

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.

How individuals react to a drive or cue constitutes their:

A clothing manufacturer might contact the owner of a popular soft-drink brand to license the right to prominently display that brand on their clothing. The primary reason a brand is selected is generally because of strong:

When individuals become satiated through numerous exposures to an ad, and both their attention and retention decline, this is known as:

Operant conditioning is another word for:

'Repeat purchase does not necessarily mean brand loyalty.' Discuss.

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.