Tutorial Learning in Consumer Behaviour

1.

Learning is pervasive in our lives; but there are two different theories on how
people learn the .theories and the .theories.
a.

2.

3.

4.

behavioural; affective

b.

cognitive; rational

c.

behavioural; cognitive

d.

emotional; affective

e.

experiential; intentional

Learning acquired by accident or without much effort is known as

.learning.
a.

intentional

b.

instrumental

c.

intrinsic

d.

incidental

e.

inexplicable

In the marketplace, price, styling, packaging, advertising, and store displays

all serve as to help consumers fulfill their needs in productspecific ways.
a.

feedback

b.

cues

c.

response

d.

motivation

e.

reinforcement

.is based on the premise that observable responses to

specific external stimuli signal that learning has taken place.

5.

6.

7.

a.

Perceived learning

b.

Behavioural learning

c.

Cognitive learning

d.

Associative learning

e.

Modernist learning

If you usually listen to the 6 oclock news while waiting for dinner to be
served, you would tend to associate the news with dinner, and eventually the
sound of the 6 oclock news alone might cause your mouth to water even if
dinner was not being prepared. This is known as .
a.

instrumental conditioning

b.

classical conditioning

c.

conditional learning

d.

behavioural learning

e.

perceptual learning

Under neo-Pavlovian theory, the consumer can be viewed as an information

seeker who uses logical and perceptual relations among events; along with
his or her own preconceptions; to form a sophisticated representation of the
world. .is the learning that results from exposure to
relationship among events in the environment.
a.

Feedback

b.

Reinforcement

c.

Conditioning

d.

Generalization

e.

Discrimination

At some point, an individual can become satiated with numerous exposure to

the same message, and both attention and retention will decline. This effect
is known as .

8.

9.

10.

a.

advertising wearout

b.

the tree-hit theory

c.

stimulus differentiation

d.

rehearsal

e.

stimulus generalization

..is our tendency to make the same response to slightly

different stimuli.
a.

stimulus discrimination

b.

Stimulus generation

c.

stimulus generalization

d.

classical conditioning

e.

advertising wearout

From a marketers perspective, .involves obtaining the desired

result from using a particular product or service.
a.

the central route to persuasion

b.

copy testing

c.

positive reinforcement

d.

the peripheral route to persuasion

e.

negative reinforcement

..involves developing a close, personalized relationship with

customers, and is one form of non-product reinforcement.
a.

relationship marketing

b.

Copy testing

c.

involvement theory

d.

Comprehension

e.

shaping

ESSAY QUESTIONS
1.

How can the principles of (a) classical conditioning theory and (b)
instrumental conditioning theory be applied to the development of marketing
strategies?

2. Nivea, the cosmetic company, has introduced a new line of shaving products for
men. How can the company use stimulus generalization to market these
products? Is instrumental conditioning applicable to this marketing situation? If
so, how?
3. Which theory of learning (i.e., classical conditioning, instrumental conditioning,
observational learning, or cognitive learning) best explains the following
consumption behaviors: (a) buying a six-pack of Evian water, (b) preferring to
purchase jeans at a Diesel Store, (c) buying a drone for the first time, (d) buying
a new car, and (e) switching from one cell phone service to another? Explain
your choices.