Behavioral Learning Theory in Marketing: 100+ MCQs with Answers
Q1. Behavioral Learning Theory primarily explains consumer behavior based on:
A. Mental attitudes
B. Emotional involvement
C. Consequences of actions
D. Social norms
✅ Answer: C. Consequences of actions
Q2. Which scholars are most closely associated with Behavioral Learning Theory?
A. Maslow and Herzberg
B. Skinner and Thorndike
C. Kotler and Keller
D. Festinger and Heider
✅ Answer: B. Skinner and Thorndike
Q3. Behavioral Learning Theory is most applicable to:
A. High-involvement purchases
B. Complex industrial buying
C. Low-involvement routine purchases
D. Luxury brand decisions
✅ Answer: C. Low-involvement routine purchases
Q4. In marketing, purchase behavior is best described as a:
A. Stimulus
B. Attitude
C. Response
D. Belief
✅ Answer: C. Response
Q5. In Behavioral Learning Theory, the product primarily acts as a:
A. Signal
B. Reinforcer
C. Perception
D. Attitude creator
✅ Answer: B. Reinforcer
Q6. Positive reinforcement in marketing leads to:
A. Brand switching
B. Cognitive dissonance
C. Increased repeat purchase
D. Reduced demand
✅ Answer: C. Increased repeat purchase
Q7. The concept of “shaping” refers to:
A. Changing brand image
B. Gradually guiding behavior through steps
C. Reducing advertising frequency
D. Increasing cognitive involvement
✅ Answer: B. Gradually guiding behavior through steps
Q8. Shaping is based on the principle of:
A. Random trial
B. One-time incentives
C. Successive approximations
D. Brand equity
✅ Answer: C. Successive approximations
Q9. Which promotional tool is most effective for initiating shaping?
A. Free samples
B. Celebrity endorsements
C. Brand ambassadors
D. Emotional advertising
✅ Answer: A. Free samples
Q10. In shaping, artificial reinforcers are eventually:
A. Increased
B. Replaced by competitors
C. Faded out
D. Standardized
✅ Answer: C. Faded out
Q11. Extinction occurs when:
A. Reinforcement is increased
B. Price is reduced
C. Reinforcement is removed
D. Advertising is intensified
✅ Answer: C. Reinforcement is removed
Q12. Overdependence on price discounts may lead to:
A. Brand loyalty
B. Product differentiation
C. Behavior extinction
D. Market leadership
✅ Answer: C. Behavior extinction
Q13. Behavioral Learning Theory warns against promotions that:
A. Support product value
B. Reinforce brand identity
C. Overshadow the product
D. Improve quality perception
✅ Answer: C. Overshadow the product
Q14. Reinforcement schedules are most effective in marketing when they are:
A. Intermittent
B. Random
C. Continuous
D. Occasional
✅ Answer: C. Continuous
Q15. Continuous reinforcement is necessary because:
A. Consumers dislike promotions
B. Markets are competitive
C. Products are homogeneous
D. Consumers prefer advertising
✅ Answer: B. Markets are competitive
Q16. Intermittent reinforcement works best in:
A. Competitive retail markets
B. Monopoly or controlled environments
C. Online marketplaces
D. Service industries
✅ Answer: B. Monopoly or controlled environments
Q17. Immediate reinforcement is more effective than delayed reinforcement because it:
A. Costs less
B. Reduces cognitive load
C. Strengthens behavior–reward link
D. Improves brand awareness
✅ Answer: C. Strengthens behavior–reward link
Q18. Mail-in rebates are considered weak reinforcers because they are:
A. Expensive
B. Delayed
C. Hard to understand
D. Low value
✅ Answer: B. Delayed
Q19. Primary reinforcers in marketing include:
A. Loyalty points
B. Coupons
C. Product performance
D. Gift vouchers
✅ Answer: C. Product performance
Q20. Secondary reinforcers require:
A. No effort
B. Immediate gratification
C. Conversion to value
D. Brand trust
✅ Answer: C. Conversion to value
Q21. Which is a primary reinforcer example?
A. Cashback coupon
B. Loyalty points
C. Extra quantity of product
D. Sweepstakes entry
✅ Answer: C. Extra quantity of product
Q22. Which is a secondary reinforcer?
A. Product quality
B. Product durability
C. Trading stamps
D. Product taste
✅ Answer: C. Trading stamps
Q23. One-time promotions usually result in:
A. Long-term loyalty
B. Habit formation
C. Temporary brand switching
D. Attitude change
✅ Answer: C. Temporary brand switching
Q24. Research by Scott (1976) showed that one-time incentives:
A. Strongly build loyalty
B. Have weak long-term effects
C. Always improve brand equity
D. Replace product quality
✅ Answer: B. Have weak long-term effects
Q25. The main problem with one-time promotions is that they:
A. Are costly
B. Reinforce the deal, not the product
C. Reduce awareness
D. Increase involvement
✅ Answer: B. Reinforce the deal, not the product
Q26. In-package coupons are effective because they:
A. Increase advertising recall
B. Require repeat purchase
C. Reduce cognitive effort
D. Improve brand image
✅ Answer: B. Require repeat purchase
Q27. Behavioral Learning Theory explains brand switching during deals as:
A. Cognitive reassessment
B. Emotional reaction
C. Reinforcement of incentives
D. Attitude change
✅ Answer: C. Reinforcement of incentives
Q28. Low-involvement decisions are best explained by:
A. Self-perception theory
B. Attribution theory
C. Behavioral learning theory
D. Personality theory
✅ Answer: C. Behavioral learning theory
Q29. High-involvement purchases rely more on:
A. Reinforcement
B. Habit
C. Cognitive processing
D. Conditioning
✅ Answer: C. Cognitive processing
Q30. Behavioral Learning Theory focuses primarily on:
A. Internal thoughts
B. Emotions
C. Observable behavior
D. Brand personality
✅ Answer: C. Observable behavior
Q31. Behavioral Learning Theory assumes consumers are primarily:
A. Rational decision-makers
B. Emotion-driven buyers
C. Habit-driven responders to reinforcement
D. Socially influenced thinkers
✅ Answer: C. Habit-driven responders to reinforcement
Q32. The concept of “successive approximation” is central to:
A. Brand positioning
B. Shaping behavior
C. Market segmentation
D. Cognitive learning
✅ Answer: B. Shaping behavior
Q33. Which marketing objective aligns most with behavioral learning theory?
A. Brand awareness
B. Attitude change
C. Repeat purchase behavior
D. Market expansion
✅ Answer: C. Repeat purchase behavior
Q34. Which of the following best represents shaping in marketing?
A. One-time price discount
B. Continuous advertising exposure
C. Sample → coupon → repeat purchase
D. Celebrity endorsement
✅ Answer: C. Sample → coupon → repeat purchase
Q35. Abrupt withdrawal of promotions after heavy usage may result in:
A. Brand loyalty
B. Increased demand
C. Behavior extinction
D. Positive word-of-mouth
✅ Answer: C. Behavior extinction
Q36. In behavioral terms, advertising primarily functions as:
A. Reinforcement
B. Punishment
C. Discriminative stimulus
D. Primary reinforcer
✅ Answer: C. Discriminative stimulus
Q37. A discriminative stimulus in marketing signals:
A. Price reduction
B. Brand superiority
C. Availability of reinforcement
D. Product quality
✅ Answer: C. Availability of reinforcement
Q38. Which situation best illustrates extinction?
A. Consumers repurchase due to satisfaction
B. Consumers switch brands when discounts stop
C. Consumers form habits
D. Consumers increase loyalty
✅ Answer: B. Consumers switch brands when discounts stop
Q39. Behavioral learning theory views attitude as:
A. Central to behavior
B. A prerequisite to purchase
C. Unobservable and unnecessary
D. A mediating variable
✅ Answer: C. Unobservable and unnecessary
Q40. According to behaviorists, marketers should focus on:
A. Measuring attitudes
B. Understanding personality
C. Observing behavior
D. Changing perceptions
✅ Answer: C. Observing behavior
Q41. Which product category is best suited for behavioral learning strategies?
A. Luxury cars
B. Real estate
C. FMCG products
D. Industrial machinery
✅ Answer: C. FMCG products
Q42. Continuous reinforcement in marketing refers to:
A. Rewarding every purchase
B. Occasional discounts
C. Random promotions
D. Loyalty programs only
✅ Answer: A. Rewarding every purchase
Q43. Intermittent reinforcement is risky in competitive markets because:
A. It increases cost
B. Consumers may switch brands
C. It raises expectations
D. It reduces awareness
✅ Answer: B. Consumers may switch brands
Q44. Which reinforcement schedule is most suitable for monopoly situations?
A. Continuous
B. Fixed ratio
C. Variable ratio
D. Intermittent
✅ Answer: D. Intermittent
Q45. In marketing, product quality is best classified as a:
A. Secondary reinforcer
B. Delayed reinforcer
C. Primary reinforcer
D. Symbolic reinforcer
✅ Answer: C. Primary reinforcer
Q46. Coupons and loyalty points are examples of:
A. Primary reinforcers
B. Cognitive cues
C. Secondary reinforcers
D. Emotional triggers
✅ Answer: C. Secondary reinforcers
Q47. Secondary reinforcers are weaker because they:
A. Cost more
B. Require conversion to value
C. Reduce satisfaction
D. Increase involvement
✅ Answer: B. Require conversion to value
Q48. Immediate reinforcement is superior because it:
A. Improves brand recall
B. Reduces price sensitivity
C. Directly links behavior and reward
D. Enhances perceived quality
✅ Answer: C. Directly links behavior and reward
Q49. Mail-in rebates often fail because they:
A. Are expensive
B. Are delayed
C. Confuse consumers
D. Reduce awareness
✅ Answer: B. Are delayed
Q50. Which promotion provides the strongest immediate reinforcement?
A. Sweepstakes
B. Loyalty points
C. Instant price-off
D. Mail rebate
✅ Answer: C. Instant price-off
Q51. One-time promotions generally lead to:
A. Habit formation
B. Brand commitment
C. Temporary switching
D. Attitude change
✅ Answer: C. Temporary switching
Q52. Scott (1976) found that one-time incentives:
A. Strongly affect loyalty
B. Permanently change behavior
C. Have weak long-term effects
D. Improve brand equity
✅ Answer: C. Have weak long-term effects
Q53. Promotions that reinforce the deal rather than the product lead to:
A. Brand equity
B. Behavioral persistence
C. Dependency on promotions
D. Positive attitudes
✅ Answer: C. Dependency on promotions
Q54. In-package coupons encourage repeat purchase because they:
A. Reduce price
B. Require another purchase
C. Increase awareness
D. Improve brand image
✅ Answer: B. Require another purchase
Q55. Which promotion best supports shaping?
A. Contest entry
B. Free gift
C. Sample with coupon
D. Sweepstakes
✅ Answer: C. Sample with coupon
Q56. Behavioral learning theory explains brand switching during promotions as:
A. Cognitive evaluation
B. Emotional response
C. Reinforcement of incentives
D. Social influence
✅ Answer: C. Reinforcement of incentives
Q57. Low-involvement purchases are characterized by:
A. Extensive information search
B. High perceived risk
C. Minimal cognitive effort
D. Strong emotional attachment
✅ Answer: C. Minimal cognitive effort
Q58. In low-involvement situations, consumers tend to:
A. Optimize choices
B. Satisfice choices
C. Analyze alternatives
D. Seek expert opinions
✅ Answer: B. Satisfice choices
Q59. Behavioral learning theory is less suitable for:
A. Grocery items
B. Personal care products
C. Real estate purchases
D. Household cleaners
✅ Answer: C. Real estate purchases
Q60. Cognitive learning theories are more relevant when:
A. Involvement is low
B. Decisions are habitual
C. Involvement is high
D. Reinforcement is immediate
✅ Answer: C. Involvement is high
Q61. Behavioral learning focuses on learning:
A. Attitudes
B. Beliefs
C. Behavior patterns
D. Perceptions
✅ Answer: C. Behavior patterns
Q62. Which is NOT a concern of behavioral learning theory?
A. Observable behavior
B. Reinforcement
C. Consequences
D. Internal mental states
✅ Answer: D. Internal mental states
Q63. In behavioral learning, advertising mainly helps by:
A. Creating attitudes
B. Acting as reinforcement
C. Announcing reinforcement opportunity
D. Changing beliefs
✅ Answer: C. Announcing reinforcement opportunity
Q64. Repeat purchase is primarily driven by:
A. Advertising recall
B. Brand image
C. Product reinforcement
D. Social approval
✅ Answer: C. Product reinforcement
Q65. Which factor most strongly supports long-term loyalty?
A. Frequent discounts
B. Sweepstakes
C. Consistent product quality
D. High advertising spend
✅ Answer: C. Consistent product quality
Q66. Overuse of promotions can result in:
A. Brand differentiation
B. Consumer deal-proneness
C. Reduced competition
D. Increased satisfaction
✅ Answer: B. Consumer deal-proneness
Q67. Behavioral learning theory suggests promotions should:
A. Replace product value
B. Overshadow the brand
C. Support the product
D. Focus on price only
✅ Answer: C. Support the product
Q68. Which promotion is least effective for long-term behavior change?
A. Sample
B. In-package coupon
C. Contest
D. Bonus quantity
✅ Answer: C. Contest
Q69. Which scenario reflects improper shaping?
A. Gradual reduction of coupons
B. Sudden removal of heavy discounts
C. Product-led reinforcement
D. Step-by-step incentives
✅ Answer: B. Sudden removal of heavy discounts
Q70. In competitive markets, marketers lack:
A. Pricing power
B. Total environmental control
C. Promotional tools
D. Consumer data
✅ Answer: B. Total environmental control
Q71. Behavioral learning theory works best in environments that are:
A. Highly competitive
B. Completely unstructured
C. Controlled and predictable
D. Emotion-driven
✅ Answer: C. Controlled and predictable
Q72. Because markets are competitive, marketers must rely on:
A. Intermittent reinforcement
B. Punishment
C. Continuous reinforcement
D. Delayed rewards
✅ Answer: C. Continuous reinforcement
Q73. The marketing mix (4Ps) helps marketers:
A. Eliminate competition
B. Control parts of the environment
C. Reduce demand
D. Increase involvement
✅ Answer: B. Control parts of the environment
Q74. Behavioral learning views motivation as:
A. Emotion-based
B. Need-based reinforcement
C. Cognition-driven
D. Personality-based
✅ Answer: B. Need-based reinforcement
Q75. A reinforcer cannot be positive unless it:
A. Is low cost
B. Is frequently offered
C. Meets consumer needs
D. Is advertised heavily
✅ Answer: C. Meets consumer needs
Q76. The fading of incentives refers to:
A. Removing product quality
B. Increasing promotion frequency
C. Gradual withdrawal of rewards
D. Reducing advertising
✅ Answer: C. Gradual withdrawal of rewards
Q77. Which is the ultimate reinforcer in marketing?
A. Advertising
B. Promotion
C. Product satisfaction
D. Brand image
✅ Answer: C. Product satisfaction
Q78. Behavioral learning theory supports which marketing philosophy?
A. Production concept
B. Selling concept
C. Marketing concept
D. Societal marketing
✅ Answer: C. Marketing concept
Q79. According to behavioral learning, behavior change is best achieved through:
A. Persuasion
B. Reinforcement
C. Emotional appeal
D. Attitude change
✅ Answer: B. Reinforcement
Q80. Consumer habit formation occurs mainly due to:
A. Brand personality
B. Repetition and reinforcement
C. Emotional bonding
D. Social influence
✅ Answer: B. Repetition and reinforcement
Q81. Which theory argues that attitudes follow behavior?
A. Cognitive dissonance
B. Self-perception
C. Behavioral learning
D. Attribution theory
✅ Answer: C. Behavioral learning
Q82. In low-involvement cases, attitudes are:
A. Strong predictors
B. Irrelevant
C. Weak or absent
D. Emotion-driven
✅ Answer: C. Weak or absent
Q83. Behavioral learning theory helps explain:
A. Impulse buying
B. Habitual buying
C. Symbolic consumption
D. Status consumption
✅ Answer: B. Habitual buying
Q84. Which reinforcement type offers immediate gratification?
A. Loyalty points
B. Mail rebate
C. Bonus quantity
D. Sweepstakes
✅ Answer: C. Bonus quantity
Q85. A “buy one get one free” offer mainly provides:
A. Delayed secondary reinforcement
B. Immediate primary reinforcement
C. Cognitive stimulation
D. Emotional appeal
✅ Answer: B. Immediate primary reinforcement
Q86. Which promotion risks reinforcing the wrong behavior?
A. In-store discount
B. Mail-in premium
C. Extra quantity
D. Price-off at checkout
✅ Answer: B. Mail-in premium
Q87. Reinforcing the wrong behavior can occur due to:
A. Immediate rewards
B. Delayed rewards
C. Product quality
D. Brand loyalty
✅ Answer: B. Delayed rewards
Q88. Behavioral learning theory suggests survey response rates can improve through:
A. Attitude measurement
B. Cognitive appeals
C. Immediate incentives
D. Brand awareness
✅ Answer: C. Immediate incentives
Q89. Sales force compensation can apply behavioral learning through:
A. Fixed salaries
B. Delayed bonuses
C. Performance-based incentives
D. Job enrichment
✅ Answer: C. Performance-based incentives
Q90. Which incentive best supports learning during acquisition?
A. Delayed
B. Uncertain
C. Immediate
D. Random
✅ Answer: C. Immediate
Q91. Behavioral learning predicts higher retention when:
A. Promotions are short
B. Incentives are large
C. Shaping is gradual
D. Rewards are delayed
✅ Answer: C. Shaping is gradual
Q92. Which factor reduces effectiveness of reinforcement?
A. Immediate delivery
B. Consistency
C. Delay
D. Product fit
✅ Answer: C. Delay
Q93. Behavioral learning theory assumes consumers are:
A. Always rational
B. Emotionally driven
C. Adaptive to consequences
D. Socially motivated
✅ Answer: C. Adaptive to consequences
Q94. Which promotion best builds consumer franchise?
A. Contest
B. Sweepstakes
C. Sample
D. Refund offer
✅ Answer: C. Sample
Q95. Non-product-based promotions are considered weak because they:
A. Increase costs
B. Delay reinforcement
C. Do not reinforce product use
D. Reduce awareness
✅ Answer: C. Do not reinforce product use
Q96. Behavioral learning theory is aligned with which buying model?
A. Economic man
B. Marketing man
C. Social man
D. Psychoanalytic man
✅ Answer: B. Marketing man
Q97. “Marketing man” assumes consumers:
A. Optimize decisions
B. Seek status
C. Satisfice decisions
D. Are emotionally driven
✅ Answer: C. Satisfice decisions
Q98. Which concept explains why repeated use builds loyalty?
A. Attitude formation
B. Cognitive evaluation
C. Reinforcement
D. Perceived risk
✅ Answer: C. Reinforcement
Q99. Behavioral learning theory is most useful when decisions are:
A. Important
B. Risky
C. Routine
D. Symbolic
✅ Answer: C. Routine
Q100. The strongest predictor of repeat purchase is:
A. Advertising frequency
B. Promotion size
C. Product satisfaction
D. Brand awareness
✅ Answer: C. Product satisfaction
Q101. Behavioral learning suggests promotions should be:
A. Long-term substitutes for quality
B. Short-term sales tools only
C. Carefully integrated with product value
D. Emotionally appealing
✅ Answer: C. Carefully integrated with product value
Q102. Which is an example of improper reinforcement?
A. Bonus pack
B. Consistent quality
C. Sweepstakes unrelated to product
D. Trial sample
✅ Answer: C. Sweepstakes unrelated to product
Q103. Behavioral learning theory discourages reliance on:
A. Product performance
B. Habit formation
C. External incentives alone
D. Repeat purchase
✅ Answer: C. External incentives alone
Q104. Which reinforcement type best builds habits?
A. Delayed secondary
B. Immediate primary
C. Symbolic
D. Random
✅ Answer: B. Immediate primary
Q105. Shaping reduces consumer resistance by:
A. Increasing risk
B. Making each step small
C. Raising prices
D. Increasing involvement
✅ Answer: B. Making each step small
Q106. Behavioral learning theory suggests marketers should:
A. Change attitudes first
B. Focus on behavior change
C. Increase persuasion
D. Emphasize brand symbolism
✅ Answer: B. Focus on behavior change
Q107. Which factor most weakens promotion effectiveness?
A. High involvement
B. Delayed reward
C. Product satisfaction
D. Bonus quantity
✅ Answer: B. Delayed reward
Q108. Which concept explains loss of sales after deal withdrawal?
A. Cognitive dissonance
B. Attribution error
C. Extinction
D. Perceptual bias
✅ Answer: C. Extinction
Q109. Behavioral learning theory is best described as:
A. Complex and abstract
B. Emotion-focused
C. Simple and practical
D. Symbolic
✅ Answer: C. Simple and practical
Q110. The core message of behavioral learning for marketers is:
A. Change attitudes
B. Increase advertising
C. Reinforce desired behavior
D. Reduce prices
✅ Answer: C. Reinforce desired behavior
Behavioral learning theory, operant conditioning marketing, shaping procedures, reinforcement schedules, sales promotion theory, consumer behavior models, low involvement products, repeat purchase behavior, marketing reinforcement, extinction in marketing
