Chapter 9: Part 2

Question 1

Classical conditioning

Answer 1

attempts to create an association between a stimulus (ex: brand name) and some response (ex: behavior)

Question 2

Operant conditioning

Answer 2

attempts to create an association between a response (ex: buying a brand) and some outcome (ex: satisfaction) that serves to reinforce a response

Question 3

Shaping

Answer 3

process of encouraging partial responses leading to the final desired response (consume a free sample, buy at a discount, buy at full price)

Question 4

Cognitive learning

Answer 4

encompasses all the mental activities of humans as they work to solve problems or cope with situations

Question 5

Iconic rote learning

Answer 5

learning a concept or the association between two or more concepts in the absence of conditioning

Question 6

Vicarious learning/modeling

Answer 6

using imagery to anticipate the outcome of various courses of action

Question 7

Stimulus discrimination/differentiation

Answer 7

process of learning to respond differently to similar but distinct stimuli

Question 8

Spillover

Answer 8

scandals do not just hurt the scandalized brand but can damage competitors in that industry

Question 9

Stimulus generalization

Answer 9

occurs when a response to one stimulus is elicited by a similar but distinct stimulus

Question 10

Product positioning

Answer 10

decision by a marketer to try to achieve a defined brand image relative to competition within a market segment

Question 11

Perceptual mapping

Answer 11

takes consumers’ perceptions of how similar various brands or products are to each other and related these perceptions to product attributes