7. According to operant conditioning principles, how can marketers alter the probability that consumers will engage in particular behaviors?

a.

by providing consequences that give consumers greater control of their own cognitions

b.

by creating response hierarchies in the minds of consumers

c.

by pairing desired operant behaviors with previously conditioned stimuli

d.

by changing the consequences that follow those behaviors

e.

by changing the stimuli that precede those behaviors

8.

Why is the application of shaping to marketing management critical?

a.

Many behaviors occur gradually over time.

b.

Desired consumer responses are high-probability events.

c.

Some consumers take longer to make up their minds than others.

d.

Desired consumer responses are very low-probability events.

e.

Consumers are inclined to do just about but not quite what is needed.

21.

When analyzing operant conditioning, an example of negative reinforcement would be:

a.

a free soft drink with the purchase of a chef salad.

b.

the addition of a buffer in aspirin to prevent stomach aches.

c.

a new perfume that attracts mosquitoes.

d.

a new dishwasher detergent that does an adequate job of cleaning your pots and pans.

e.

a new gas grill with assembly instructions that are nearly impossible to follow.

Clear my choice

22.

When analyzing operant conditioning, an example of a positive reinforcement would be:

a.

a new car wax that peels all the paint off your car.

b.

a new cat litter that does an adequate job of controlling odor.

c.

a new gas grill with assembly instructions that are nearly impossible to follow.

d.

the addition of a buffer in aspirin to prevent stomach aches.

e.

a free bottle of nail polish remover with the purchase of two bottles of nail polish.

23.

Many consumers have learned to respond to the sound of Christmas music with feelings of generosity and thoughts of goodwill toward their fellow man. A retail store that plays Christmas songs during the month of December is trying to create a link between buying gifts at that store and the sound of the Christmas music. This is an example of:

a.

remarketing.

b.

operant conditioning.

c.

cognitive learning.

d.

classical conditioning.

e.

vicarious learning.

26.

To encourage alternate end uses of an established product, like using Morton's salt to clean rust, advertisers could model the desired responses by showing:

a.

persons similar to the target market using the product in new ways.

b.

dissimilar individuals experiencing the benefits of the product.

c.

models asking questions prior to purchase.

d.

other competing products currently available.

e.

celebrities endorsing the product.

27.

Why would Chevy trucks feature singer Bob Seeger's Like a Rock song in its television commercials?

a.

to improve the image of Alan Jackson and country music in general

b.

to condition positive emotional responses to the Chevy brand truck

c.

to make effective use of operant conditioning

d.

to portray a lifestyle

e.

to increase intentions to buy a Chevy brand truck

28.

Suppose a marketer wanted to increase the probability of product purchase. Which of the following modeling strategies (in advertising) is likely to be most effective?

a.

Show models in the ad being reinforced for purchasing the product.

b.

Use expert models who demonstrate how to use the product in a technically competent way.

c.

Use highly attractive models in the ad.

d.

Show credible models using the product in especially novel ways.

e.

Show models in the ad being punished for not purchasing the product.

29.

Which of the following two conditions can be used to distinguish operant conditioning from classical conditioning?

a.

the theory and practice of conditioning the timing of the stimuli and the probability of response

b.

the nature of the response and the type of punishment

c.

the type of cognitions and timing of rewards

d.

control of responses and the timing of stimuli

30.

The difference between conditioning and vicarious learning of emotional responses focuses on:

a.

who experiences the reinforcement.

b.

the type of promotional media.

c.

outcome frequency.

d.

how rewarding the outcome is.

e.

facilitation vs. experience.