7.

When continuous reinforcement is prohibitively expensive, maintaining behavior can be achieved almost as effectively by using:

a.

punishment.

b.

classical conditioning.

c.

negative reinforcement.

d.

fixed ratio reinforcement.

e.

variable-ratio reinforcement.

8.

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

a.

by pairing desired operant behaviors with previously conditioned stimuli

b.

by creating response hierarchies in the minds of consumers

c.

by changing the consequences that follow those behaviors

d.

by changing the stimuli that precede those behaviors

e.

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

10.

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.

celebrities endorsing the product.

c.

dissimilar individuals experiencing the benefits of the product.

d.

other competing products currently available.

e.

models asking questions prior to purchase.