Question 1

Natalie was trying to house train her new puppy, Beaux, so every time he "did his business" outside, she praised him for being such a good dog and gave him a treat. Beaux eventually learned the behavior Natalie desired and was soon able to let her know when he had to go outside to relieve himself. This type of conditioning through reinforcement is known as _____.

Accepted Answer

A)  instrumental conditioning 
B)  classical conditioning 
C)  positive conditioning 
D)  repetitive conditioning 
E)  discriminant conditioning

Question 2

The first stage of the perceptual process is comprehension.

Accepted Answer

A) True 
 B)False

Question 3

Voluntary memory occurs when a person is trying to remember the stimuli, such as when learning is intentional.

Accepted Answer

A) True 
 B)False

Question 4

In classical conditioning, the stimulus with which a behavioral response is already associated is called the _____.

Accepted Answer

A)  operant stimulus 
B)  conditioned stimulus 
C)  primary stimulus 
D)  unconditioned stimulus 
E)  instrumental stimulus

Question 5

Due to rising commodity costs, food companies like Kraft and McDonald's are raising prices. For some of the products, the price increases were big enough that some consumers balked at the price increase. Apparently, these companies exceeded what point?

Accepted Answer

A)  absolute difference 
B)  perceptual difference 
C)  Weber's threshold 
D)  absolute threshold 
E)  just noticeable difference

Question 6

Which term describes a consumer's immediate response after exposure to a stimulus?

Accepted Answer

A)  sensation 
B)  cognition 
C)  affect 
D)  attention 
E)  perception

Question 7

Barry is really interested in wine, so he is likely to pay attention to advertisements and articles about this product. That's because knowing more about this product is very relevant to him. Which of the following factors will most likely cause Barry to pay attention to a wine advertisement?

Accepted Answer

A)  the bold colors in an ad 
B)  a celebrity endorser in the ad 
C)  his involvement with the product category 
D)  an ad with pictures of many bottles of wine 
E)  an with that attempts to influence him with subtle effects rather than overt sales attempts

Question 8

Maria is traveling through Europe but doesn't speak any of the languages in the countries she's visiting. When she looks at signs and menus, she tries to sort the words into something recognizable so she might understand them. What is this process called?

Accepted Answer

A)  cognitive organization 
B)  sensory assimilation 
C)  discrimination 
D)  selective perception 
E)  sensory comprehension

Question 9

Paying attention to only certain stimuli is which element of selective perception?

Accepted Answer

A)  limited attention 
B)  selective attention 
C)  discriminant attention 
D)  focused attention 
E)  subliminal attention

Question 10

The cost for a 30-second advertising slot on the Super Bowl was $3 million in 2011, and that's on top of the costs to produce the commercial. Advertisers are spending $3 million to activate which aspect of the consumer perception process?

Accepted Answer

A)  attention 
B)  comprehension 
C)  affect 
D)  exposure 
E)  cognition

Question 11

Explain classical conditioning and describe an example of how a marketer can use it to influence consumers.

Accepted Answer

The answer of Explain classical conditioning and describe an example...

Question 12

Which of the following refers to the way in which the human brain senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness?

Accepted Answer

A)  selective exposure 
B)  subliminal processing 
C)  selective attention 
D)  threshold processing 
E)  just noticeable differentiation

Question 13

Accommodation occurs when a consumer easily recognizes a round, red fruit as an apple.

Accepted Answer

A) True 
 B)False

Question 14

Think of something you know how to do well. Was your knowledge of this activity the result of intentional or unintentional learning? Be sure to explain the difference between the two types of learning in your explanation.

Accepted Answer

The answer of Think of something you know how to...

Question 15

Implicit memory is memory for things that a person did not try to remember.

Accepted Answer

A) True 
 B)False

Question 16

Sheri was having a few friends over and she served endamame as a snack. Bob thought she was serving peas because that's the only thing he thought came in pods like that. Sheri explained that endamame is soy beans. For Bob to recognize endamame in the future, which cognitive organization reaction must occur?

Accepted Answer

A)  assimilation 
B)  internalization 
C)  accommodation 
D)  contrast 
E)  sensation

Question 17

Describe the processes of assimilation, accommodation, and contrast and explain whether you think assimilation, accommodation, or contrast will occur in each of the following situations:
a. A consumer picks up an unfamiliar piece of fruit that looks like a tiny orange, but it is about the size of a walnut instead of the size of a typical orange. The skin appears to be the same as an orange and it smells like an orange.
b. A consumer sees a vehicle like the car they drive.
c. A consumer sees a vehicle with two people in it flying 18 inches above the ground.

Accepted Answer

The answer of Describe the processes of assimilation, accommodation, and...

Question 18

Product placements involve branded products being shown or mentioned in movies or television shows.

Accepted Answer

A) True 
 B)False

Question 19

Advertisements that feature special promotions, such as buy-one-get-one-free offers, represent marketing examples of _____ because they essentially signal that a type of reward will occur if a behavior is performed.

Accepted Answer

A)  discriminative stimuli 
B)  shapers 
C)  conditioners 
D)  alternators 
E)  differentiators

Question 20

Depending on the extent to which a stimulus can be categorized, three possible reactions may occur: assimilation, accommodation, or contrast.

Accepted Answer

A) True 
 B)False

Exam 3: Consumer Learning Starts Here: Perception

The first stage of the perceptual process is comprehension.

Voluntary memory occurs when a person is trying to remember the stimuli, such as when learning is intentional.

In classical conditioning, the stimulus with which a behavioral response is already associated is called the _____.

Due to rising commodity costs, food companies like Kraft and McDonald's are raising prices. For some of the products, the price increases were big enough that some consumers balked at the price increase. Apparently, these companies exceeded what point?

Which term describes a consumer's immediate response after exposure to a stimulus?

Barry is really interested in wine, so he is likely to pay attention to advertisements and articles about this product. That's because knowing more about this product is very relevant to him. Which of the following factors will most likely cause Barry to pay attention to a wine advertisement?

Maria is traveling through Europe but doesn't speak any of the languages in the countries she's visiting. When she looks at signs and menus, she tries to sort the words into something recognizable so she might understand them. What is this process called?

Paying attention to only certain stimuli is which element of selective perception?

The cost for a 30-second advertising slot on the Super Bowl was $3 million in 2011, and that's on top of the costs to produce the commercial. Advertisers are spending $3 million to activate which aspect of the consumer perception process?

Explain classical conditioning and describe an example of how a marketer can use it to influence consumers.

Which of the following refers to the way in which the human brain senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness?

Accommodation occurs when a consumer easily recognizes a round, red fruit as an apple.

Think of something you know how to do well. Was your knowledge of this activity the result of intentional or unintentional learning? Be sure to explain the difference between the two types of learning in your explanation.

Implicit memory is memory for things that a person did not try to remember.

Product placements involve branded products being shown or mentioned in movies or television shows.

Advertisements that feature special promotions, such as buy-one-get-one-free offers, represent marketing examples of _____ because they essentially signal that a type of reward will occur if a behavior is performed.

Depending on the extent to which a stimulus can be categorized, three possible reactions may occur: assimilation, accommodation, or contrast.