Mark 3324 Ch. 9

The capacity of STM is thought to be in the range of _____ bits of information. 10 to 14 3 to 5 15 to 20 5 to 9 1 to 2

5 to 9

_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling). Vicarious conditioning Modeled conditioning Classical conditioning Iconic rote conditioning Analogous conditioning

Classical conditioning

A television commercial for the Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage? chunking maintenance rehearsal conceptualization elaborative activities conditioning

Elaborative activities

_____ is(are) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information. Conceptualization Elaborative activities Chunking Maintenance rehearsal Conditioning

Elaborative activities

30. Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's _____. accessible set. primary set. evoked set. priority set. preferred set.

Evoked set

Which of the following statements is true?

It is hard to "unlearn." Learning can happen subconsciously. Experience (e.g., pushing a button gets results) can result in learning.

Which of the following statements is FALSE regarding schemas? Marketers expend substantial effort to influence the schema consumers have for their brands. Once an associative link is formed, it is permanent. Associative links vary in terms of how strongly and how directly they are associated with a node. Concepts, events, and feelings are stored in nodes within memory. A schema is also known as a knowledge structure.

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 of the following statements is FALSE regarding short-term memory (STM)? STM is short-lived. STM is also called working memory. STM is a static structure. STM has limited capacity. Elaborative activities occur in STM

STM is a static structure.

The basic knowledge and feelings an individual has about a concept are known as _____. semantic memory. primary memory. episodic memory. conditioned memory. accessible memory.

Semantic memory

_____ refers to the process of learning to respond differently to similar but distinct stimuli. Stimulus discrimination Stimulus contrasting Stimulus generalization Stimulus reasoning Stimulus identification

Stimulus discrimination

_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus Stimulus generalization Stimulus contrasting Stimulus identification Stimulus discrimination Stimulus reasoning

Stimulus generalization

The likelihood and ease with which information can be recalled from long-term memory is termed _____. maintenance. elaboration. accessibility. learning. retrieval.

accessibility

A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down—you'll be glad you did!" This car dealership uses the same type of ad over and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or disregard it. John is so sick of these ads that he instantly changes the channel when one comes on. This is an example of _____. zipping. pulsing. interference. poor positioning. advertising wearout.

advertising wearout

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object? operant reasoning conscious reasoning analogical reasoning cognitive reasoning affective reasoning

analogical reasoning

High-involvement learning often involves _____. classical conditioning. analytical reasoning. iconic rote learning. All of these choices are correct. None of these choices are correct.

analytical reasoning

The most complex form of cognitive learning is _____. analytical reasoning. vicarious learning. operant learning. modeling. iconic rote learning.

analytical reasoning

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____. brand solvency. brand image. brand liquidation. brand leverage. brand equity.

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. customer alienation. brand extendability. All of these choices are correct. brand equity erosion and customer alienation.

brand equity erosion and customer alienation.

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____. brand equity. brand leverage. brand image. brand position. brand identity.

brand image

_____ refers to the schematic memory of a brand. Brand image Brand equity Brand leverage Brand position Brand benefit

brand image

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____. brand generalization. brand discrimination. brand complement. brand leverage. brand substitute.

brand leverage

Organizing individual items into groups of related items that can be processed as a single unit is called _____. maintenance rehearsal. minimizing. chunking. conditioning. zipping.

chunking

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? conditioning zipping minimizing chunking maintenance rehearsal

chunking

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____. chunking. zipping. maintenance rehearsal. conditioning. minimizing.

chunking

What are the two basic forms of conditioned learning? classical and operant analogy and metaphor iconic rote and modeling positive and negative classical and iconic

classical and operant

Coca-Cola does not advertise during the evening news because the marketer does not want the often-negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response? operant conditioning classical conditioning vicarious learning reinforced learning iconic learning

classical conditioning

Low-involvement learning often involves _____. classical conditioning. iconic rote learning. modeling. All of these choices are correct. None of these choices are correct.

classical conditioning iconic rote learning modeling

Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations? cognitive learning affective learning shaping conscious learning conditioning

cognitive learning

19. Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts? schema imagery concepts semantics episodes

concepts

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated? shaping combining conditioning pairing operating

conditioning

Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as he placed her hand in Bud's. Which type of memory does this represent? semantic memory episodic memory accessible memory primary memory conditioned memory

episodic memory

The memory of a sequence of events in which a person participated is called _____. conditioned memory. primary memory. semantic memory. accessible memory. episodic memory.

episodic memory

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____. accessible set. priority set. preferred set. evoked set. primary set.

evoked set

Which type of memory is characterized by the conscious recollection of an exposure event concrete memory schematic memory implicit memory constructed memory explicit memory

explicit memory

In conditioned learning, forgetting is often referred to as _____. extinction. decay. deconditioning. failure. retrieval failure.

extinction

Pat is purchasing new tires for his car. He expected to spend $400 or more for these tires, so he started researching on the Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this illustrate? primary learning low-involvement learning explicit learning high-involvement learning implicit learning

high-involvement learning

Which type of learning situation is one in which the consumer is motivated to process or learn the material? primary learning low-involvement learning implicit learning explicit learning high-involvement learning

high-involvement learning

A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or an 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? subliminal memory scripted memory explicit memory suppressed memory implicit memory

implicit memory

Which type of memory involves the nonconscious retrieval of previously encountered stimuli? explicit memory constructed memory schematic memory implicit memory concrete memory

implicit memory

Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning? punishment importance repetition mood dual coding

importance

Which of the following enhances the strength of learning? importance message involvement mood repetition All of these choices are correct.

importance message involvement mood repetition

A series of activities by which stimuli are perceived, transformed into information, and stored is called _____. positioning. information processing. learning. marketing. interpretation.

information processing

Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as _____. interference. echoic memory. clutter. memory failure. noise.

interference

Any change in the content or organization of long-term memory or behavior is known as _____. repositioning. marketing. information processing. cognition. learning.

learning

Which of the following is the primary determinant of how material is learned? level of involvement education level age gender occupation

level of involvement

Which portion of total memory is devoted to permanent information storage? primary memory short-term memory secondary memory long-term memory established memory

long-term memory

In which type of learning situation does the consumer have little or no motivation to process or learn the material? implicit learning primary learning high-involvement learning explicit learning low-involvement learning

low-involvement learning

Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent? primary learning low-involvement learning explicit learning high-involvement learning implicit learning

low-involvement learning

Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing? developing a schema employing imagery developing a script maintenance rehearsal chunking information

maintenance rehearsal

Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory? scripts schema chunking maintenance rehearsal imagery

maintenance rehearsal

Which of the following is NOT a type of cognitive learning? iconic rote vicarious learning/modeling analytical reasoning/analogy operant All of these choices are types of cognitive learning.

operant

High-involvement learning often involves ____. classical conditioning. iconic rote learning. operant conditioning. All of these choices are correct. None of these choices are correct.

operant conditioning

The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning? reinforced learning classical conditioning operant conditioning vicarious learning iconic learning

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? reinforced conditioning operant conditioning classical conditioning vicarious conditioning iconic conditioning

operant conditioning

Which group of consumers is better able to chunk product information? younger consumers product experts older consumers males females

product experts

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called _____. product positioning. product extension. product equity. brand extension. brand leveraging.

product positioning

Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as being for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way the market views its brand is an example of _____. brand revival. product positioning. brand leveraging. brand extension. product repositioning.

product repositioning

Which of the following is a strategy to reduce competitive interference? use pulsing provide an incentive for trial create a semantic memory of a brand create a episodic memory of a brand provide external retrieval cues

provide external retrieval cues

Anything that increases the likelihood that a given response will be repeated in the future is considered _____. a reward. reinforcement. a conditioned stimulus. punishment. an operant.

reinforcement

Which type of memory structure is a complex web of associations? script iconic image conceptual schema

schema

What are two important long-term memory structures? iconic and vicarious conceptual and imagery schema and scripts semantic and conceptual primary and secondary

schema and scripts

Which of the following is NOT a specific learning theory? schematic operant vicarious learning/modeling iconic rote reasoning/analogy

schematic

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) _____. concept. episode. script. directive. operant.

script

Memory of how an action should occur is a special type of schema known as a(n) _____. episode. concept. directive. operant. script.

script

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. step learning. stepping. modeling. staging.

shaping

Which of the following are the two interrelated components of memory? operant and classical memory implied and explicit memory short-term and long-term memory primary and secondary memory conditioned and unconditioned memory

short-term and long-term memory

Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use? secondary memory primary memory short-term memory long-term memory transient memory

short-term memory

Accessibility is related to which of the following? strength of incoming linkages number of incoming linkages strength of links to nodes directness of links to nodes All of these choices are correct.

strength of incoming linkages number of incoming linkages strength of links to nodes directness of links to nodes

The accessibility effect for brands is called _____. conditioned response. top-of-mind awareness. operant learning. episodic awareness. conceptual awareness.

top-of-mind awareness

When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred? shaping vicarious learning operant learning analytical reasoning iconic rote learning

vicarious learing

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?

culture family friends mass media

Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____. iconic rote learning. analytical reasoning. modeling. operant learning. vicarious learning.

iconic rote learning

Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this? modeling iconic rote learning vicarious learning analytical reasoning operant learning

iconic rote learning

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations? imagery processing mental processing conditioned processing episodic processing transient processing

imagery processing

Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth? short-term memory primary memory long-term memory secondary memory episodic memory

long-term memory

_____ is the total accumulation of prior learning experiences. Brand image Brand equity Positioning Information processing Memory

memory

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 relating these perceptions to product attributes? conjoint analysis perceptual mapping analytical mapping laddering regression analysis

perceptual mapping

How can accessibility of information stored in long-term memory be enhanced? repetition repetition, rehearsal, and elaboration elaboration repetition and rehearsal rehearsal

repetition rehearsal elaboration

Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are using the strategy of _____ to enhance message involvement. mood enhancement importance dual coding personalization self-referencing

self-referencing

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 a concept comprise her _____. Semantic memory. Primary memory. Episodic memory. Accessible memory. Conditioned memory.

semantic memory

The process of encouraging partial responses leading to the final desired response is known as _____. modeling. step learning. shaping. stepping. staging.

shaping

Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of _____. stimulus discrimination. stimulus generalization. stimulus similarity. stimulus confusion. stimulus deception.

stimulus generalization

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? substitute complement extension image transfer

transfer