QUIZ

Consumer Behavior (BMK 2437)

Chapter 7: Consumer Learning
Chapter 8: Consumer Attitude Formation and Change
Chapter 9 : Communication and Consumer Behavior

Name : _______________________________________
ID. No : _______________________________________
Duration : 1 Hour

MULTIPLE CHOICE QUESTIONS (TOTAL: 30 MARKS)

Instruction: Answer ALL questions. Choose one best answer.

1. The process of acquiring purchase and consumption knowledge that applies to future
behavior is known as:
A) family branding
B) consumer learning
C) shaping
D) stimulus generalization

2. What type of conditioning refers to the situation in which the stimulus that produces the
most satisfactory response for the consumer is the one that the consumer learns?
A) Information conditioning
B) Extinction
C) Shaping
D) Instrumental conditioning

3. Another term for instrumental condition is _______ conditioning.

A) Pavlovian C) extinction
B) operant D) chunking

4. When a learned response is not reinforced and eventually stops, we say that ________
has occurred.
A) punishment C) extinction
B) negative reinforcement D) positive reinforcement

5. Another term for co-branding is:

A) massed learning.
B) brand equity.
C) double branding.
D) megabranding

6. When Coca-Cola Co. added "Coca-Cola Zero" to its product line of colas, this was an
example of:
A) product line contraction. C) product line extension
B) distributed learning. D) chunking.

7. Operant conditioning was developed by:

A) Abraham Maslow. C) Frederick Herzberg.
B) B.F. Skinner. D) Carl Rogers.

8. When a video rental company charges a $4.00 late fee whenever a customer keeps a
DVD too long, this is an example of:
A) punishment C) extinction
B) negative reinforcement D) positive reinforcement

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 QUIZ
Consumer Behavior (BMK 2437)
Chapter 7: Consumer Learning
Chapter 8: Consumer Attitude Formation and Change
Chapter 9 : Communication and Consumer Behavior

9. The process by which a consumer learns a behavior by observing others performing it

and receiving desired consequences for this behavior is called
A) modeling C) passive learning
B) an evoked set D) encoding

10. The process by which a person acquires the purchase knowledge and experience that is
applied to future purchase behavior is called:
A) encoding.
B) involvement theory.
C) consumer learning.
D) decoding.

11. Behavioral learning theories are also called:

A) evoked theories. C)stimulus-responsetheories.
B) gestalt theories. D) Perceptual advertising

12. When a television viewer decides to ignore an ad on television because he has already
seen that ad a dozen times, this is called:
A) instrumental conditioning. C) cognitive associative learning.
B) comprehension. D) advertising wearout.

13. When Coca-Cola introduced "Vanilla Coke," this was an example of:
A) involvement theory. C) product form extension.
B) product line extension. D) advertising wearout.

14. When you use a new shampoo and you feel that it makes your hair softer and silkier, this
is likely to result in your using that shampoo again because of:
A) punishment C) extinction
B) negative reinforcement D) positive reinforcement

15. When a consumer is shown a magazine ad and asked if she remembers seeing it in the
magazine that she just read, this is an example of what type of test?
A) Stimulus generalization C) Recognition
B) Modeling D) Recall

16. When television ads stress different attributes of a Dell laptop computer in two different
ads, this is an example of:
A) shaping. C) substantive variation.
B) rehearsal. D) advertising wearout.

17. When a police officer gives you a ticket for illegal parking, this is an example of:
A) punishment C) extinction
B) negative reinforcement D) positive reinforcement

18. A learned predisposition to act in a consistent way toward a given object or person is
called a(n):
A) defensive attribution.
B) attitude.
C) utilitarian function.
D) ego-defensive function.

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 QUIZ
Consumer Behavior (BMK 2437)
Chapter 7: Consumer Learning
Chapter 8: Consumer Attitude Formation and Change
Chapter 9 : Communication and Consumer Behavior

19. The knowledge and perceptions that a person acquires from experience with an attitude
object is called the ________ component of an attitude.
A) behavioral C) cognitive
B) conative D) affective

20. All of the following are multiattribute attitude models EXCEPT:

A) the tricomponent attitude model.
B) the theory-of-reasoned-action model.
C) the attitude-toward-behavior model.
D) the attitude-toward-object model.

21. When a consumer tries a new type of cereal, this is a type of:
A) direct experience. C) attribution experience.
B) indirect experience. D) functional experience.

22. The transmission of a message from a sender to a receiver through a channel of

transmission is known as:
A) publicity. C) communication.
B) repetition. D) feedback.

23. The initiator of a communication is known as the:

A) sender. C) receiver.
B) medium. D) feedback loop.

24. The targeted prospect of a communication is known as a(n):

A) opinion leader. C) initiator.
B) feedback loop. D) receiver.

25. Informal communication sources who provide product information to others are called:
A) opinion leaders. C) buzz-agents.
B) publicity directors. D) feedback loops.

26. Newspaper advertising that is designed to convince people that IBM's stock is a good
buy is a type of what type of advertising?
A) Institutional C) Word-of-mouth
B) Cause-related D) Comparative

27. The communication channel for a message is called the:

A) sender. C) receiver.
B) medium. D) feedback loop.

28. All of the following are examples of print media EXCEPT:

A) magazines. C) the Internet.
B) billboards. D) newspapers.

29. All of the following are examples of nonverbal messages EXCEPT:.

A) a chart. C) a photograph.
B) written text. D) an illustration.

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 QUIZ
Consumer Behavior (BMK 2437)
Chapter 7: Consumer Learning
Chapter 8: Consumer Attitude Formation and Change
Chapter 9 : Communication and Consumer Behavior

30. Consumers who brings products that they are promoting by WOM to family gatherings to
show them to family members are called:
A) broadcasting narrowcasting. C) buzz agents.
B) sleeper effects. D) feedback loops.