Ch. 9 quiz

_____ is 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

Elaborative activities

Long-Term memory (LTM) is also called working memory. True or False

False

_______ 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

Memory of how an action should occur is a special type of schema known as a(n)

Script

the process of encouraging partial responses leading to the final desired response is known as

Shaping

_______ occurs when a response to one stimulus is elicited by a similar buy distinct stimulus

Stimulus generalization

explicit memory is characterized by the conscious recollection of an exposure event True or False

True

The likelihood and ease with which information can be recalled from long-term memory is termed

accessibility

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as

brand equity

what are the two basic forms of conditioned learning?

classical and operant

______ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling)

classical conditioning

The memory of a sequence of events in which a person participated is called

episodic memory

learning a concept or the association between two or more concepts in the absence of conditioning is known as

iconic rote learning

a series of activities by which stimuli are perceived, transformed into information, and stored is called

information processing

any change in the content or organization of long-term memory or behavior is known as

learning

_______ is the total accumulation of prior learning experiences

memory

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?

operant conditioning

anything that increases the likelihood that a given response will be repeated in the future is considered

reinforcement

the basic knowledge and feelings an individual has about a concept are known as

semantic memory

the accessibility effect for brands is called

top-of-mind awareness