Match the definitions or complete the statements in the first part of the quiz with the appropriate terms found in the second part. Complete the answer key (page 4) and turn it in.

Definitions/Statements

1. This concept relates to instrumental conditioning and the fact that each time a behavior occurs it is reinforced.

2. When it comes to purchases that are high involvement purchases, marketers should use the ____ to persuasion to persuade consumers about their brands.

3. This consumer trait suggests that consumers like to get the most for their money; they are economical and like value for money.

4. ____ refers to the ability of consumers to generalize favorable brand associations from one product to others and supports the use of family branding and licensing by marketers.

5. This personality trait relates to the extent to which a consumer believes that products made in his/her domestic country are better than those made elsewhere.

6. This principle of perceptual interpretation argues that consumers perceive and evaluate multiple objects based on just one dimension.

7. ______ needs are needs that are considered primary needs or motives; they include hunger, sleep, and thirst.

8. A consumer sees an ad for a gym that features all the equipment, the clean facilities, and excellent trainers that the gym has. The ad also tells the consumer that working out at the gym will help her (him) to stay healthy and fit. Based on the discussion of consumer needs and motivation, this ad is using ___ in marketing the gym.

9. When a consumer says that s/he wants to bake a cake using Pillsbury baking products, s/he has set this.

10. In consumer learning, this relates to the ability of consumers to tell the difference in stimuli that appear similar; this principle encourages marketers to engage in product differentiation through comparative advertising.

11. Based on consumer learning, ____ refers to anything that occurs after a behavior has taken place and changes the likelihood that the behavior will occur again.

12. Aggression, projection, and rationalization are all examples of ____ that consumers use to deal with their failure to attain a goal.

13. This relates to the case where consumers are stimulated below their level of conscious awareness.

14. The point at which a consumer can detect the difference between “something” and “nothing.”

15. The minimal difference that can be detected between two stimuli.

16. This learning theory says that consumers learn as a result of repeated exposure to two stimuli, one a conditioned stimulus and the other an unconditioned stimulus.

17. This principle of consumer perception says that consumers tend to tune out those stimuli that they find threatening.

18. Among the factors that influence consumers’ goal selection are personal experiences; prevailing cultural norms and values; goal’s accessibility in the physical and social environment; and ______.

19. This principle of consumer perception argues that consumers tend to seek out certain stimuli that reassure them or make them happy.

20. These are policies that marketers develop that relate to how frequently they will reward consumers for engaging in certain behaviors.

21. ____ is a process by which individuals observe how other consumers behave in response to certain stimuli and reinforcements and learn from those other consumers’ experiences.

22. This concept, related to the organization of stimuli, says that consumers do not like missing information; so they may go to the Internet to see the end of a commercial that invites them to do that.

23. In the case of interpretation of stimuli, _______ says that consumers make decisions without having all the facts.

24. _____ risks suggest that consumers could be embarrassed by being seen using a product or even in a store purchasing the product.

25. ____ risks suggest that the product or brand will not work as advertised.

Terms

A. Halo effect

B. Positive motivation

C. Perceptual defense

D. Physical capacity

E. Defense mechanisms

F. Schedules of reinforcement

G. Product-specific goal

H. Stimulus discrimination

I. Continuous reinforcement

J. Physiological

K. Stimulus generalization

L. Just noticeable difference

M. Central route

N. Reinforcement

O. Subliminal perception

P. Consumer frugality

Q. Closure

R. Classical conditioning

S. Modeling or vicarious learning

T. Psychological

U. Consumer ethnocentrism

V. Functional

W. Selective exposure

X. Absolute threshold

Y. Jumping to conclusions