Consumer Behavior Ch. 9 Quiz
The likelihood and ease with which information can be recalled from long-term memory is termed
accessibility
Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?
analogical reasoning
Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?
conditioning
The memory of a sequence of events in which a person participated is called
episodic memory
Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the
evoked set
In conditioned learning, forgetting is often referred to as
extinction
Flashbulb memories are fleeting experiences that tend to be forgotten quickly.
false
Learning cannot occur in the absence of reinforcement.
false
Any change in the content or organization of long-term memory or behavior is known as
learning
High-involvement learning often involves
operant conditioning
Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement?
operant conditioning
Which type of memory structure is a complex web of associations?
schema
Maria was raised as a Catholic, but she has not been attending church regularly since she moved out of her parents' home into her own apartment. However, when she does attend mass, she remembers the sequence of events and what she must do (e.g., sit, kneel, stand, which prayer to say, etc.). Her memory of how an action sequence should occur is known as a(n)
script
When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her
semantic memory.
Which of the following are the two interrelated components of memory?
short-term and long-term memory
Which of the following statements is false regarding schemas?
Once an associative link is formed, it is permanent.
__________ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.
Operant conditioning
Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?
cognitive learning
The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called
product positioning.
Which of the following is a strategy to reduce competitive interference?
provide external retrieval cues
What are two important long-term memory structures?
schema and scripts
Which of the following is not a specific learning theory?
schematic
The basic knowledge and feelings an individual has about a concept is known as
semantic memory.
Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of
shaping
__________ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).
Classical conditioning
The value consumers assign to a brand above and beyond the functional characteristics of the product is known as
brand equity
The repositioning of the Johnnie Walker whiskey brand with the Jane Walker whiskey special promotion may lead to consequences of
brand equity erosion and customer alienation.
Robert was studying for an exam and organized lists of things into words that he could remember. For example, he needed to know five creative advertising strategies, and used the first letter of each strategy to form the acronym, AIIEE. He knew what word each letter stood for and then only had to remember this acronym for the exam. What is Robert doing?
chunking
Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of
chunking
What are the two basic forms of conditioned learning?
classical and operant
Self-concept indicates that consumers are relating brand information to themselves.
false
Which type of learning situation is one in which the consumer is motivated to process or learn the material?
high-involvement learning
Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes?
perceptual mapping
Memory of how an action sequence should occur is a special type of schema known as a(n)
script
The accessibility effect for brands is called
top-of-mind awareness.
When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to?
transfer
In conditioned learning, forgetting is often referred to as extinction.
true
Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes'
brand image
A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent?
implicit memory
A series of activities by which stimuli are perceived, transformed into information, and stored is called
information processing
