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MKT201 – Buyer Behavior
Chapter 3
Review Questions
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Learning & Memory: studies how consumers learn about products & services
1. The Learning Process – what is learning; - ongoing process; - incidental learning
2. Conditioning results in learning – Behavioral Learning Theories
(1) Assumption – learning takes place as the result of responses to external events
(2) Two views
Classical conditioning: CS+UCS->Response (CS: credit card, brand name; UCS:
music, imagery, humor)
- Repetition: enhance the association between CS and UCS
Avoid advertising wearout
- Stimulus generalization: UCS + other CS similar to original CS ->Same response
Halo effect; Family branding; Line-extension; Me-too products; Look-alike pack;
Masked marketing
- Stimulus discrimination: other CS similar to original CS not followed by original
UCS -> reaction will be weakened and soon disappear
positioning; anti-knockoffs
Instrumental conditioning: (consumers learn to perform behavior that product + &
avoid those that yield -)
To strengthen behavior: positive reinforcement (frequent marketing); negative
reinforcement; punishment;
extinction (if reinforcement not longer needed)
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3. Observation of others’ behavior results in learning – Cognitive Learning Theories
(1) Assumption – people as problem solver who actively use information to master
environment; Stress the importance of internal mental process
(2) Observational learning – we watch others and note reinforcements they receive for
behaviors
Modeling: imitating the behavior of others (celebrity endorsement)
Components of observational learning: Attention; Retention; Production processes and
Motivation
4. The Role of Memory in Learning
(1) The Memory Process – Encoding, Storage, Retrieval
(2) Memory Systems – SM, STM, LTM
(3) Activation Models of Memory ( vs. multiple store models of memory)
Associative networks
Spreading activation
Levels of knowledge
(4) Retrieving information for purchase decision
(5) Factors Influencing Forgetting
(6) Products as memory makers
(7) Measuring memory for marketing stimuli
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1. Which form of learning listed below
assumes that learning takes place as
the result of responses to external
events?
a.
b.
c.
d.
Behavioral learning
Cognitive learning
Incidental learning
Gestalt learning
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2. Stimulus generalization refers to ________.
a. the tendency for stimuli to be similar in nature
b. the situation when a stimulus similar to a
conditioned stimulus is not followed by an
unconditioned stimulus
c. the tendency of stimuli similar to a conditioned
stimulus to evoke similar, conditioned responses
d. the tendency for the consumer to rationalize
purchases for general reasons
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3. With respect to the application of
instrumental conditioning principles, a
popular technique known as ________
reinforces regular purchases by giving
consumer prizes with values that increase
along with the amount purchased.
a.
b.
c.
d.
rebate marketing
discount marketing
reward marketing
frequency marketing
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4. What type of learning emphasizes that
customers are active in making decisions
using the information that surrounds them?
a. instrumental conditions
b. classical conditioning
c. cognitive learning
d. operant conditioning
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5. Recently, Miller Brewing Co. wanted to try a new
approach to reach consumers who had previously
been uninterested in Miller products. It created a
dummy company called Plank Road Brewery when
it launched its Icehouse and Red Dog beers.
Consumers who purchased these products never
knew that they were really part of Miller's product
line. This strategy is called ________.
•
•
•
•
dual branding
covert branding
deceptive branding
masked branding
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6. Claudia Norman was a marketing consultant. She
recommended that brand equity for a new
environmentally friendly product could be
established by calling the product "Xy2Y" and
always matching the name with a beautiful picture of
a pristine landscape. Claudia was utilizing the
advantage of what type of learning in her
recommendation?
a.
b.
c.
d.
operant conditioning
cognitive learning
classical conditioning
instrumental conditioning
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7. In relationship to classical conditioning, when
marketing an old, established product
________ should be encouraged, while
________ should be encouraged when
marketing a new product.
a.
b.
c.
d.
repetition; product association
look-alike packaging; licensing
stimulus discrimination; stimulus generalization
extinction; shaping
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8. A department store decides to use "secret
shoppers" to test for service quality among its
personnel. Store personnel are rewarded for
"excellent service attitudes." Which of the
following reinforcement schedules would most
likely apply in the this situation?
a. Fixed-ratio reinforcement
b. Fixed-interval reinforcement
c. Variable-ratio reinforcement
d. Variable-interval reinforcement
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9. As May-Lee considers her purchase of perfume, she
shifts back and forth between thinking about claims
made by the different brands, remembering ads she
has seen, and considers her emotional responses to
the various brands. Which of the following processes
most accurately describes what May-Lee is going
through?
a.
b.
c.
d.
spreading activation
advertising decay
polar parallels
scalar processing
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10. In a typical ________ test, subjects are shown ads
one at a time and asked if they have seen them
before.
a. recall
b. recognition
c. remembrance
d. recovery
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Essay Questions:
1.
Discuss what stimulus generalization and stimulus
discrimination are and present an example of each that is
relevant to the field of marketing.
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Stimulus generalization refers to the tendency of stimuli similar to a
conditioned stimulus to evoke similar, conditioned responses. The idea is
that people react to other stimuli (similar stimuli) in much the same way
they respond to the original stimuli. For example, a drug store's bottle of
private brand mouthwash might be deliberately packaged so as to
resemble a name brand (such as Listerine). The consumer would assume
this "me-too" product has the same characteristics as the name brand and
buy it because of its lower price.
Stimulus discrimination occurs when a stimulus similar to a conditioned
stimulus is not followed by an unconditioned stimulus. In this case,
reactions are weakened and will soon disappear. National manufacturers
remind consumers that if they buy cheaper brands they will not get the
same results as they do when they buy the national brand.
–
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Essay Questions:
2.
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–
–
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An important factor in instrumental (operant) conditioning is the set of rules by
which appropriate reinforcements are given for a behavior. The chapter discusses
four possible schedules of reinforcement. Briefly describe each and give a short
example. Be sure to use the proper terminology for each schedule.
Fixed-interval reinforcement—After a specified time period has passed, the first
response that is made brings reward. Under such conditions, people tend to
respond slowly right after being reinforced, but their responses speed up as the
time for the next reinforcement looms. Example: crowding a store on the last day
of a sale but not returning for another year.
Variable-interval reinforcement—After a variable unspecified time period has
passed, the first response that is made brings reward. Because the person does not
know exactly when to expect the reinforcement, responses must be performed at a
consistent rate. Example: using mystery or secret shoppers to watch store
employees and their attempt to provide quality service.
Fixed-ratio reinforcement—Reinforcement occurs only after a fixed number of
responses. This schedule motivates people to continue performing the same
behavior over and over again. Example: repeat shopping to earn prizes by earning
credits or trading stamps.
Variable-ratio reinforcement—The person is reinforced after a certain number of
responses, but he or she does not know how many responses are required. People
in such situations tend to respond at very high and steady rates, and this type of
behavior is very difficult to extinguish. Example: gambling or playing slot
machines.
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