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Consumers
Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska
Experience, Learning and Knowledge

Multiple Choice Quiz

Answer all the questions





1

We can define _______________ as the combination of a mental evaluative process (that can be very simple or very complex) with dispositional responses to that process that result in an emotional body state and mental changes.
A)learning
B)perceptions
C)emotion
D)motivations
E)involvement
2

1 Experience, learning, and knowledge are related to our:
A)self-concept
B)perceptions
C)motivations
D)involvements
E)all of the above
3

1 Anticipated consumption experiences include _____________________, which occurs in response to the activation of a consumption problem or desire.
A)level of skill
B)level of knowledge
C)flow experience
D)prepurchase search
E)integration activities
4

1 A disparity between the consumption level that consumers desire and strive for and the level actually attainable is the ___________________.
A)assimilation effect
B)aspiration gap
C)framing effects
D)representativeness
E)cognitive heurisitcs.
5

1 Which of the following is not an example of a flow experience?
A)the pilot of a test aircraft
B)a doctor performing surgery
C)reading comics
D)a professor teaching a class
E)none of the above
6

We define _________________ as connecting categories to behaviors that have adaptive value in terms of consumer goals.
A)consumer learning
B)consumer theories
C)encoding
D)perceived objects
E)description
7

6 _____________________________ includes acquiring information from vicarious or indirect encounters.
A)Direct experience
B)Incidental learning
C)Learning by description
D)Behavioral learning
E)Classical conditioning
8

6 Ivan Pavlov is most famous for his experiments with:
A)rats
B)dogs
C)sheep
D)rabbits
E)bees
9

6 _________________________ is the practice of using a company name (or umbrella name) on a set of brands.
A)Stimulus generalization
B)Brand extension
C)Family branding
D)Operant conditioning
E)Shaping
10

7 Memory researchers distinguish a particular category of short-term memory called ____________________.
A)Sensory memory
B)memory bank
C)storage affect
D)retrieval
E)black box
11

8 ______________________ refers to things you recall without any sense of when you learned them.
A)Knowledge
B)Semantic memory
C)Cognitive differentiation
D)Information overload
E)Cause and effect
12

9 The ability to make distinctions is called ____________________.
A)categorization
B)goal-based categories
C)cognitive differentiation
D)transformational
E)anticipated consumption
13

10 ________________________ are memories that come tagged with information about when and where they happened.
A)Aspiration gap
B)Integration
C)Description memories
D)Episodic memories
E)none of the above
14

11 _______________________ is the perceptions about a brand as reflected by the associations held in consumer memory.
A)Brand image
B)Incidental learning
C)Learning by description
D)Direct experience
E)Behavioral learning theories
15

12 _________________ exists when consumers can recall something from memory without any cues or help.
A)Aided recall
B)Free recall
C)Context effects
D)Memory constraints
E)Contrast effect

Fill in the Blanks:



16

A __________________________ occurs when consumer judgment is changed to shift his or her reference point toward the high end of a price range.
A)context effect
B)contrast effect
C)framing effect
D)prospect effect
17

2 ______________________ evidence is the process by which consumers select a word or visual image to represent a perceived object.
A)Encoding
B)Key punching
C)Translating
D)Encrypting
18

3 The _________________________ states that stronger associations are learned when events occur together in time as opposed to far apart in time.
A)classical conditioning theory
B)temporal contiguity principle
C)licensing application
D)operant conditioning theory
19

4 ____________________________ refers to the tendency of stimuli that are similar to evoke similar responses.
A)Trial and error
B)Emotional responses
C)Stimulus generalization
D)Physical responses
20

5 ____________________________ (also called instrumental conditioning) occurs as consumers shape their behaviors to respond to rewards and punishments in the marketplace.
A)Classical conditioning
B)Operant conditioning
C)Reinforcement conditioning
D)Continuous conditioning



21

People learn things in different ways, sometimes through our own experiences, other times vicariously through the reported or observed experience of others.
A)True
B)False
22

2 Conflicting goals and ambiguous (uncertain or unknown) goals change how we group objects and make choices.
A)True
B)False
23

3 Learning requires only forward thinking.
A)True
B)False
24

4 Consumer experiences are at the heart of consumer behavior.
A)True
B)False
25

5 Whether extraordinary or mundane, experience has little impact on what consumers learn and remember.
A)True
B)False
26

6 Anticipated consumption may begin a long time before actual purchase.
A)True
B)False
27

7 Marketers can influence consumers by changing their aspirations or the perceived aspiration gap.
A)True
B)False
28

8 When challenges are high and skill levels are moderate, we have boring experiences.
A)True
B)False
29

9 From a marketing perspective, it is difficult to under-estimate the importance of the experiences that consumers have with products and services.
A)True
B)False
30

10 Although learning plays a fundamental role in many consumer theories and models, it is seldom investigated directly.
A)True
B)False




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