MKT 3230 Consumer Behaviour University of Manitoba---
pre-midterm exam 2023 with complete solution
brian urgently needs a summer job to earn money for his fall tuition. Lately
everywhere he turns he seems to be noticiing "help wanted" ads. His increased
awareness of ads that relate to his current needs is called_____
perceptual vigilance
some years ago, mcdonalds claimed that the big mac had "two all-beef patties,
special sauce, lettuce, cheese, pickles, onions, on a sesame bun." Today if
consumers hear "two all beef patties..." they laughingly play the game,
completing the entire line of copy. Their participation illustrates the gestalt
principle of__________
closure
Jin-Sung Bong, while out cycling in vancouver one day, found himself humming a
jingle for farm tractors that he had heard on the radio. He found this surprising,
as he had absolutely not interest in farming or tractors. This acquisition of
knowledge is known as__________
incidental learning
In pavlov's famous physiological experiments with dogs, he paired a bell with
presentation of food. Over a period of time, dogs were observed to start drooling
when they heard the bell only. What was the conditioned stimulus?
the bell
repeated pairings of CS and UCS over time may lead to a certain level of
association, but when the pairings are only occasionally presented, the prior
linking effects may disappear completely. This is called_____________
extinction
which of the following is NOT a marketing strategy based upon stimulus
generalization?
masked branding
during the first threee months after the launch of a new peanut butter product, a
company uses a successive series of tehcniques such as give-aways,
supermarket demonstrations and tastings, and finally coupons for 15 percent off
the retail price. This is illustrative of a process called________
shaping
memory based upon the symbolic associations that consumers make between
ideas and product use (eg that virile men drive sports cars) is typically a function
of ___________
semantic meaning
the two basic measures of advertising impact used in the industry are
__________________
recognition & recall
Maslow's theory basically states__________________
dissatisfaction motivates behaviour
pre-midterm exam 2023 with complete solution
brian urgently needs a summer job to earn money for his fall tuition. Lately
everywhere he turns he seems to be noticiing "help wanted" ads. His increased
awareness of ads that relate to his current needs is called_____
perceptual vigilance
some years ago, mcdonalds claimed that the big mac had "two all-beef patties,
special sauce, lettuce, cheese, pickles, onions, on a sesame bun." Today if
consumers hear "two all beef patties..." they laughingly play the game,
completing the entire line of copy. Their participation illustrates the gestalt
principle of__________
closure
Jin-Sung Bong, while out cycling in vancouver one day, found himself humming a
jingle for farm tractors that he had heard on the radio. He found this surprising,
as he had absolutely not interest in farming or tractors. This acquisition of
knowledge is known as__________
incidental learning
In pavlov's famous physiological experiments with dogs, he paired a bell with
presentation of food. Over a period of time, dogs were observed to start drooling
when they heard the bell only. What was the conditioned stimulus?
the bell
repeated pairings of CS and UCS over time may lead to a certain level of
association, but when the pairings are only occasionally presented, the prior
linking effects may disappear completely. This is called_____________
extinction
which of the following is NOT a marketing strategy based upon stimulus
generalization?
masked branding
during the first threee months after the launch of a new peanut butter product, a
company uses a successive series of tehcniques such as give-aways,
supermarket demonstrations and tastings, and finally coupons for 15 percent off
the retail price. This is illustrative of a process called________
shaping
memory based upon the symbolic associations that consumers make between
ideas and product use (eg that virile men drive sports cars) is typically a function
of ___________
semantic meaning
the two basic measures of advertising impact used in the industry are
__________________
recognition & recall
Maslow's theory basically states__________________
dissatisfaction motivates behaviour
