MKTG 1204 SUMMARY NOTES 2023 LECTURE 1- 13
COMPLETE (WELL SUMMARIZED)
Classical and operant are both forms of _____ learning - ANSWER: Conditioned
True or false; most consumers learning occurs in high-involvement context -
ANSWER: False
In an example of classical conditioning, popular music creates feelings of positive
emotion. Over time, drinking a particular brand of beer while listening to popular
music also results in the beer being associated with feelings of positive emotion.
Eventually, the brand of beer elicits feelings of positive emotion even in the absence
of the popular music. In this example of classical conditioning, popular music is the
unconditioned response and is also the conditioned response. - ANSWER: False
Operant conditioning is more likely to occur in stations of ____ involvement -
ANSWER: High
The process that involves learning ideas, concepts, attitudes and facts that help to
develop problem-solving abilities in the absence of reinforcement is known as ___
learning - ANSWER: Cognitive
Todd says, "I'm buying a gym subscription because it will help me get fit". This is a: -
ANSWER: Manifest motive
Social learning theories emphasise ______ as an important determinant of behaviour
- ANSWER: Environment
Association techniques, completion techniques and construction techniques are all
examples of projective motive techniques - ANSWER: True
According to motivation theory, consumers do not buy products. Instead they buy
motive satisfaction or problem solutions - ANSWER: True
Zapping exemplifies potential consumers' selective exposure - ANSWER: True
_______ is the assignment of meaning to sensations - ANSWER: interpretation
an absolute threshold is the lowest level of ________ necessary for detection by a
person's sensory receptors - ANSWER: stimulation
Lachlan walks past the television while a commercial is screening but does not stop
to watch it. In this situation, __________ has said to have occurred. - ANSWER:
exposure
, attention occurs when stimulus comes within a range of a person's sensory receptors
- ANSWER: false
consistency is the tendency for a change in affective and cognitive components to
produce related change in the.... - ANSWER: behavioural component
under what conditions is it easier to retrieve information from memory - ANSWER: in
retrieval conditions similar to the original learning environment
Interpretation involves: - ANSWER: Cognitive and affect components
The ideal point model is a variation of the multi-attribute model that has the
additional benefits of: - ANSWER: - accommodates the fact that consumers tend to
see products as related to some ideal
-incorporating the various levels of importance that consumers put on different
attributes
-provide comprehensive evaluation that real consumers would normally go through
in a less precise way
coupons, free samples and price reductions are examples of approaches to: -
ANSWER: changing behaviour by operant conditioning
conditioning is: - ANSWER: learning based on a response to stimulus
difference between high- and low-involvement situations is that: - ANSWER: high-
involvement learning situations involve a higher level of motivation to learn or
process the material
classical conditioning typically occurs: - ANSWER: in low-involvement situations
"conquer fear, sadness, disempowerment" reads an advertisement. this illustrates
the use of ______ as a product benefit - ANSWER: emotion reduction
the various areas of the consumer behaviour audit collate consumer influences
information under some or all 4 categories. what are they - ANSWER: - external
influences
- internal influences
- situational influences
- decision-process influences
what marketing decisions are made after the consumer behaviour audit? - ANSWER:
- marketing segmentation
- product positioning
- marketing mix
a consumer behaviour audit : - ANSWER: - provides answers that increase the
likelihood of a marketing program being successful
COMPLETE (WELL SUMMARIZED)
Classical and operant are both forms of _____ learning - ANSWER: Conditioned
True or false; most consumers learning occurs in high-involvement context -
ANSWER: False
In an example of classical conditioning, popular music creates feelings of positive
emotion. Over time, drinking a particular brand of beer while listening to popular
music also results in the beer being associated with feelings of positive emotion.
Eventually, the brand of beer elicits feelings of positive emotion even in the absence
of the popular music. In this example of classical conditioning, popular music is the
unconditioned response and is also the conditioned response. - ANSWER: False
Operant conditioning is more likely to occur in stations of ____ involvement -
ANSWER: High
The process that involves learning ideas, concepts, attitudes and facts that help to
develop problem-solving abilities in the absence of reinforcement is known as ___
learning - ANSWER: Cognitive
Todd says, "I'm buying a gym subscription because it will help me get fit". This is a: -
ANSWER: Manifest motive
Social learning theories emphasise ______ as an important determinant of behaviour
- ANSWER: Environment
Association techniques, completion techniques and construction techniques are all
examples of projective motive techniques - ANSWER: True
According to motivation theory, consumers do not buy products. Instead they buy
motive satisfaction or problem solutions - ANSWER: True
Zapping exemplifies potential consumers' selective exposure - ANSWER: True
_______ is the assignment of meaning to sensations - ANSWER: interpretation
an absolute threshold is the lowest level of ________ necessary for detection by a
person's sensory receptors - ANSWER: stimulation
Lachlan walks past the television while a commercial is screening but does not stop
to watch it. In this situation, __________ has said to have occurred. - ANSWER:
exposure
, attention occurs when stimulus comes within a range of a person's sensory receptors
- ANSWER: false
consistency is the tendency for a change in affective and cognitive components to
produce related change in the.... - ANSWER: behavioural component
under what conditions is it easier to retrieve information from memory - ANSWER: in
retrieval conditions similar to the original learning environment
Interpretation involves: - ANSWER: Cognitive and affect components
The ideal point model is a variation of the multi-attribute model that has the
additional benefits of: - ANSWER: - accommodates the fact that consumers tend to
see products as related to some ideal
-incorporating the various levels of importance that consumers put on different
attributes
-provide comprehensive evaluation that real consumers would normally go through
in a less precise way
coupons, free samples and price reductions are examples of approaches to: -
ANSWER: changing behaviour by operant conditioning
conditioning is: - ANSWER: learning based on a response to stimulus
difference between high- and low-involvement situations is that: - ANSWER: high-
involvement learning situations involve a higher level of motivation to learn or
process the material
classical conditioning typically occurs: - ANSWER: in low-involvement situations
"conquer fear, sadness, disempowerment" reads an advertisement. this illustrates
the use of ______ as a product benefit - ANSWER: emotion reduction
the various areas of the consumer behaviour audit collate consumer influences
information under some or all 4 categories. what are they - ANSWER: - external
influences
- internal influences
- situational influences
- decision-process influences
what marketing decisions are made after the consumer behaviour audit? - ANSWER:
- marketing segmentation
- product positioning
- marketing mix
a consumer behaviour audit : - ANSWER: - provides answers that increase the
likelihood of a marketing program being successful
