Exam 6: Consumer learning and involvement

Because of improved targeting and better audience profiles, brand loyalty has been steadily increasing.

Campbell's soup company continues to add new food products to its product line under the Campbell's brand name. This is known as:

Hemispheral lateralisation is also known as the split-brain theory.

In ________, consumers can be viewed as information seekers who use logical and perceptual relations between events, together with their own preconceptions, to form a sophisticated representation of the world.

Reinforcement carried out before the desired consumer behaviour takes place is called modelling.

According to the elaboration likelihood model, as the message becomes more personally relevant, people are more willing to expend the cognitive effort required to process the message arguments.

Behavioural 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.

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:

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.

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.

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