Chapter 5

Question 1

Learning

Answer 1

applying one’s past knowledge and experience to present circumstances and behavior

Question 2

types of learning

Answer 2

• intentional

- incidental

Question 3

intentional learning

Answer 3

learning is acquired as the result of a search for information

Question 4

incidental learning

Answer 4

learning is acquired by accident or without much effort

Question 5

4 elements of learning

Answer 5

1. motives
2. cues
3. response
4. reinforcement

Question 6

motives

Answer 6

driving force within an individual that impels them to act

Question 7

cues

Answer 7

stimuli that direct motivational behavior

Question 8

response

Answer 8

reaction to a drive or cue

Question 9

reinforcement

Answer 9

is the reward, the pleasure, enjoyment and benefits that the consumer receives after buying and using a product or service

Question 10

classical conditioning

Answer 10

a form of behavioral and learning, stating that animal and human alike, can be taught behaviors and associations among stimuli through repetition. Some describe it as a “knee jerk” (automatic) response to a drive that builds up through repeated exposure to a stimulus

Question 11

unconditioned stimulus

Answer 11

stimulus that occurs naturally in response to given circumstances

Question 12

conditioned stimulus

Answer 12

stimulus that became associated with a particular event or feelings as a result of repetition

Question 13

conditioned response

Answer 13

response to conditioned stimulus

Question 14

strategic applications of classical conditioning to consumer behavior

Answer 14

• associative learning
• repetition
• stimulus generalization
• stimulus discrimination

Question 15

instrumental conditioning

Answer 15

behavioral learning based on the notion that learning occurs through a trial-and-error process, with habits formed as a result of rewards, received for certain responses or behaviors (shopping for jeans, finding the perfect one after several tries)

Question 16

hemispheric lateralization

Answer 16

a theory whose premise is that the human brain is divided into two distinct cerebral hemispheres that operate together, but specialize in processing different types of cognitions. The left hemisphere is the center of human language; it is the linear side of the brain and primarily responsible for reading, speaking and reasoning. The right hemisphere of the brain is the home of spatial perception and nonverbal concepts, it is nonlinear and the source of imagination and pleasure

Question 17

degree of brand loyalty depends on 3 factors

Answer 17

1. the consumer’s risk aversion or variety seeking
2. the brand’s reputation and availability of substitutes brand
3. social groups influences and peers’ recommendations