MKG 310 Ch 9 Quiz

The likelihood and ease with which information can be recalled from long-term memory is termed _____. a) Retrieval b) Elaboration c) Maintenance d) Accessibility e) Learning

Accessibility

High-involvement learning often involves _____. a) Classical conditioning b) Analytical reasoning c) Iconic rote learning d) All of the above e) None of the above

Analytical reasoning

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____. a) Brand equity b) Brand image c) Brand leverage d) Brand position e) Brand identity

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 _____. a) Brand leverage b) Brand generalization c) Brand discrimination d) Brand substitute e) Brand complement

Brand leverage

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated? a) Pairing b) Combining c) Conditioning d) Operating e) Shaping

Conditioning

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 _____. a) Noise b) Echoic memory c) Interference d) Clutter e) Memory failure

Interference

Any change in the content or organization of long-term memory or behavior is known as _____. a) Marketing b) Learning c) Cognition d) Information processing e) Repositioning

Learning

Which portion of total memory is devoted to permanent information storage? a) Short-term memory b) Long-term memory c) Primary memory d) Secondary memory e) Established memory

Long-term memory

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? a) Classical conditioning b) Operant conditioning c) Iconic conditioning d) Vicarious conditioning e) Reinforced conditioning

Operant conditioning

What are two important long-term memory structures? a) Primary and secondary b) Schema and scripts c) Semantic and conceptual d) Conceptual and imagery e) Iconic and vicarious

Schema and scripts

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. a) Importance b) Personalization c) Dual coding d) Mood enhancement e) Self-referencing

Self-referencing

The basic knowledge and feelings an individual has about a concept is known as _____. a) Episodic memory b) Primary memory c) Accessible memory d) Semantic memory e) Conditioned memory

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 _____. a) Step learning b) Staging c) Stepping d) Shaping e) Modeling

Shaping

Which of the following are the two interrelated components of memory? a) Primary and secondary memory b) Conditioned and unconditioned memory c) Operant and classical memory d) Short-term and long-term memory e) Implied and explicit memory

Short-term and long-term memory

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? a) Operant learning b) Vicarious learning c) Shaping d) Analytical reasoning e) Iconic rote learning

Vicarious learning