CHAPTER 5: W7 CONSUMER LEARNING

Question 1

measures of CONSUMER learning

Market share and the number of brand-loyal consumers are the dual goals of ____________________.

Answer 1

consumer learning

Question 2

___________________________
Market share and the number of brand-loyal consumers are the dual goals of consumer learning.

Answer 2

measures of CONSUMER learning

Question 3

measures of CONSUMER learning
a. ____________________ provide the basis for a stable and growing market share.

Answer 3

Brand-loyal customers

Question 4

measures of CONSUMER learning

__________with larger market shares have proportionately larger groups of loyal buyers.

Answer 4

Brands

Question 5

measures of CONSUMER learning

___________focus their promotional budgets on trying to teach consumers that their
brands are best and that their products will best solve the consumers’ problems and

satisfy their needs.

Answer 5

Marketers

Question 6

measures of CONSUMER learning

It is important for marketers to ___________ how effectively consumers have “learned its message”.

Answer 6

measure

Question 7

__________________ are based on aided recall, although recall tests use unaided recall.

Answer 7

Recognition tests

Question 8

In________________, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points.

Answer 8

recognition test

Question 9

• In ___________, the consumer is asked whether he or she has read a
  specific magazine or watched a specific television show, and if so, can recall any ads or commercials seen, the product advertised, the brand, and any salient points about the product.

Answer 9

Recall tests

Question 10

Cognitive Responses to Advertising
(3)

Answer 10

• Product/Message Thoughts
• Source Oriented Thoughts
• Advertisement Execution Thoughts

Question 11

_____________is the ultimate desired outcome of consumer learning.

Answer 11

Brand loyalty

Question 12

_________________are concerned with consumers’ overall feelings (i.e., evaluation) about the product and the brand, and their purchase intentions.

Answer 12

Attitudinal measures

Question 13

________________ are based on observable responses to promotional stimuli— purchase behavior, rather than attitude toward the product or brand.

Answer 13

Behavioral measures

Question 14

A basic issue among researchers is whether to define brand loyalty in terms of _______________or __________________.

Answer 14

consumer behavior/consumer attitudes.