Question 1

What are two major approaches found in behavioural learning theory?

Accepted Answer

A)  classical conditioning and instrumental conditioning 
B)  primary conditioning and secondary conditioning 
C)  discriminative learning and instrumental learning 
D)  classical conditioning and reinforcement conditioning

Question 2

Which law states that as the intensity of the initial stimulus increases, a consumer's ability to detect differences between two levels of the stimulus decreases?

Accepted Answer

A)  Law of Diminishing Differences 
B)  Law of Just Noticeable Differences 
C)  Pavlov's Law 
D)  Weber's Law

Question 3

Natalie walked by a bakery and her first response was a feeling of desire for something tasty because of the alluring aroma coming from the store. What is the term for the immediate response Natalie experienced?

Accepted Answer

A)  cognition 
B)  perception 
C)  exposition 
D)  sensation

Question 4

Selective cognition involves paying attention to only certain stimuli.

Accepted Answer

A) True 
 B)False

Question 5

Classical conditioning and cognitive conditioning are two major approaches found in behavioural learning theory.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

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

Question 7

To be effective, the conditioned stimuli should be presented before the unconditioned stimuli, and the paring of the two should be done consistently and with repetition.

Accepted Answer

A) True 
 B)False

Question 8

Daysha was watching a movie when she noticed branded products being shown conspicuously, such as the main character driving a BMW and drinking a Coca-Cola. Later the character's Apple computer was delivered via UPS. What are these examples of?

Accepted Answer

A)  subliminal persuasion 
B)  pre-attentive persuasion 
C)  intentional placement 
D)  product placement

Question 9

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 10

Mesha read a magazine article and found out that we are supposed to consume 25 grams of fibre a day and that fruits, vegetables, and whole grains are good sources of fibre. The next time she went to the store, she purchased whole wheat bread and more fruits and vegetables than she would have if she hadn't read that article. What prompted this change in Mesha's behaviour?

Accepted Answer

A)  learning 
B)  perception 
C)  habituation 
D)  cognitive dissonance

Question 11

What term refers to a consumer's awareness and interpretation of reality?

Accepted Answer

A)  perception 
B)  attention 
C)  learning 
D)  cognition

Question 12

Tanya bought a certain brand of soft drink only when she had a coupon for it. In other words, she purchased that brand only when she was rewarded for doing so and ceased purchasing it when the reward was no longer present. What is this an example of?

Accepted Answer

A)  punishment 
B)  shaping 
C)  negative reinforcement 
D)  extinction

Question 13

With reactive learning, consumers simply sense and react (or respond) to the environment.

Accepted Answer

A) True 
 B)False

Question 14

Warning Labels Scenario
In September 2011, Health Canada came out with new rules regarding the warning labels that are displayed on cigarette packages. The Tobacco Products Information Regulations, which fall under the Tobacco Act, were first introduced in 2000 and set the rules for the warnings and accompanying graphics that must appear on all packaging. Although the warnings had been considered successful, studies had shown that more needed to be done. The revised regulations are much stronger than the previous warnings. There are 16 new statements that include "A single stroke can leave you helpless," "This is what dying of cancer looks like," and "Your kids are sick of your smoking." These warnings all are accompanied with very vivid graphics and must cover 75% of the cigarette package. Some examples include a tongue with oral cancer, a child coughing, and several people who are dying of cancer. In addition, there are four different toxic emission statements that have been reworded to create a better understanding of the effects, as well as a toll-free number for those who want to get help with quitting.
-Refer to Warning Labels Scenario. Some smokers put their cigarette package in a plastic holder that covers up the information on the package. What is this decision by consumers to not even see the warning an example of?

Accepted Answer

A)  sensory denial 
B)  selective retention 
C)  selective exposure 
D)  subliminal processing

Question 15

Explain instrumental conditioning and describe how it can be useful in marketing.

Accepted Answer

The answer of Explain instrumental conditioning and describe how it...

Question 16

In the absence of attention, what type of effects are created by implicit memories?

Accepted Answer

A)  subliminal 
B)  mere exposure 
C)  pre-attentive 
D)  just noticeable

Question 17

Monique stopped smoking by listening to tapes of music that had "don't smoke" embedded within. The message was just loud enough for her brain to perceive it but it was not obvious when listening to the music. What is this an example of?

Accepted Answer

A)  selective distortion 
B)  just noticeable differentiation 
C)  just meaningful differentiation 
D)  subliminal persuasion

Question 18

Explain the JND concept and how it can be applied in marketing practice.

Accepted Answer

The answer of Explain the JND concept and how it...

Question 19

Many store brand packages look similar to national name brand packages. This is done with the hope that consumers' awareness of and interpretation of the package design might lead them to think the less expensive store brand is just as good as the more expensive name brand. What are marketers attempting to influence within consumers in such cases?

Accepted Answer

A)  exposure 
B)  perception 
C)  schemata 
D)  explicit memory

Question 20

Subliminal stimuli are below the cognitive threshold of perception.

Accepted Answer

A) True 
 B)False

Exam 3: Consumer Learning Starts Here: Perception

What are two major approaches found in behavioural learning theory?

Which law states that as the intensity of the initial stimulus increases, a consumer's ability to detect differences between two levels of the stimulus decreases?

Natalie walked by a bakery and her first response was a feeling of desire for something tasty because of the alluring aroma coming from the store. What is the term for the immediate response Natalie experienced?

Selective cognition involves paying attention to only certain stimuli.

Classical conditioning and cognitive conditioning are two major approaches found in behavioural learning theory.

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

To be effective, the conditioned stimuli should be presented before the unconditioned stimuli, and the paring of the two should be done consistently and with repetition.

Daysha was watching a movie when she noticed branded products being shown conspicuously, such as the main character driving a BMW and drinking a Coca-Cola. Later the character's Apple computer was delivered via UPS. What are these examples of?

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.

What term refers to a consumer's awareness and interpretation of reality?

Tanya bought a certain brand of soft drink only when she had a coupon for it. In other words, she purchased that brand only when she was rewarded for doing so and ceased purchasing it when the reward was no longer present. What is this an example of?

With reactive learning, consumers simply sense and react (or respond) to the environment.

Explain instrumental conditioning and describe how it can be useful in marketing.

In the absence of attention, what type of effects are created by implicit memories?

Monique stopped smoking by listening to tapes of music that had "don't smoke" embedded within. The message was just loud enough for her brain to perceive it but it was not obvious when listening to the music. What is this an example of?

Explain the JND concept and how it can be applied in marketing practice.

Subliminal stimuli are below the cognitive threshold of perception.