Consumer Behavior Chapter 9

______ enhances memory and learning by making information in memory more accessible or by reinforcing the associative linkages between concepts.

Repetition

What happens when a response environment is similar to the original learning environment and type of learning?

Retrieval is enhanced.

______ is used to enhance message involvement by emphasizing how a brand is personally relevant to customers.

Self-referencing

Match the types of long-term memory (in the left column) to their descriptions (in the right column).

Semantic memory: This refers to the fundamental knowledge and feelings a person has about a concept. Episodic memory: This refers to the memory of a chain of events in which a person had participated.

Match the components of memory to their correct descriptions.

Short-term memory: This refers to the portion of total memory that is presently triggered or in use and is called working memory. Long-term memory: This refers to the portion of total memory that is devoted to unlimited, permanent information storage.

Match each processing stimuli to the way in which it can be characterized.

Stimulus discrimination: Its absence causes the effect of spillover. Stimulus generalization: This is also known as the rub-off effect.

Match the types of forgetting to the item that best characterizes it.

Extinction: Involves a desired response decaying or dying out due to lack of reinforcement Retrieval failure: Involves an individual being unable to access information available in the long-term memory

True or false: Just because a person is exposed to the same information repeatedly, does not increase the chance that the person will remember that information.

False The more times people are exposed to information or engage in a behavior, the more likely they are to learn and remember it.

Match the types of learning situations to their correct description.

High-involvement learning situations: In these situations, a consumer is motivated to process or learn the material. Low-involvement learning situations: In these situations, a consumer has little or no motivation to process or learn material.

Match the types of learning situations to the learning theories that are most likely to occur in them.

High-involvement learning situations: Operant conditioning and analytical reasoning Low-involvement learning situations: Classical conditioning and iconic rote learning

Match the types of cognitive learning to their correct description.

Iconic rote learning: Learning a concept or the association between concepts without conditioning Vicarious learning: Observing the outcomes of other people's behavior and adjusting one's own behavior accordingly Analytical reasoning: Engaging in creative thinking to restructure existing and new information to form new associations and concepts Analogical reasoning: Using an existing knowledge base to understand a new concept, situation, or object

Select from the following those items that characterize short-term memory. (Select all that apply)

It closely resembles the process of thinking. It is an active process. It is a dynamic process.

______ occurs when consumers have a problem recovering a particular piece of information because other related information in memory gets in the way.

Memory interference

Match the types of reinforcement to their correct description.

Positive reinforcement: This refers to desired or pleasant outcomes. Negative reinforcement:This refers to the avoidance of undesirable outcomes.

Which three are methods marketers use in advertising to prevent the occurrence of memory interference among their consumers?

Reduce similarity to competing advertisements. Avoid competitive advertising. Strengthen initial learning.

Match the processes that affect strength of learning to their correct description.

Reinforcement: This refers to any outcome that increases the likelihood that a given reaction will be reiterated in the future. Punishment: This refers to any outcome that reduces the likelihood that a given reaction will be reiterated in the future.

Match the ways of processing stimuli to their correct definition.

Stimulus discrimination: This refers to the process of learning respond differently to similar but distinct stimuli. Stimulus generalization: This occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

Cars Inc., a company that manufactures toy cars, originally marketed its products as being suitable for young boys. Recently, it drastically changed its advertising methods to include girls within its target group. The company's advertisements now depict its products as being suitable for both girls and boys. What strategy did Cars, Inc. implement?

product repositioning

A deliberate decision made by a company to significantly alter the way a market views its product is known as product

repositioning.

The process of ______ involves learning facts, attitudes, concepts, and ideas that contribute to an individual's ability to learn relationships, reason, and solve problems without direct experience or reinforcement.

cognitive learning

A set of procedures that marketers apply to maximize the chances that an association between two stimuli is developed or learned by a consumer is known as

conditioning.

What strategy is used by marketers to enhance retrieval of their brands?

configuring a learning environment to resemble the most likely retrieval environment

Consumers learning the same information in separate contexts and consumers storing the same information in different memory modes are both examples of

dual coding.

What process takes place in short-term memory and serves to redefine or add new elements to memory?

elaborative activities

The use of previously stored attitudes, feelings, beliefs, values, and experiences to evaluate and interpret information in working memory as well as to add relevant previously stored information are known as

elaborative activities.

Acute memory for the conditions surrounding a novel and astonishing event is known as a(n) ______ memory.

flashbulb

Learning a concept or the association between two or more concepts in the absence of conditioning is referred to as

iconic rote learning.

When it comes to strength of learning, ______ refers to the value consumers place on the information to be learned.

importance

What two types of long-term memory are of particular interest to marketers?

semantic memory episodic memory

Iconic rote learning can be defined as

learning a concept or the association between two or more concepts in the absence of conditioning.

Marketers make the most of brand equity by utilizing an existing brand name for new products is known as brand

leverage.

Namrata is studying for a calculus exam. She doesn't want to forget any of the formulas, so she continually repeats them to herself so she will be able to remember them. Namrata is engaged in

maintenance rehearsal.

The continual repetition of a piece of information in order to hold it in current memory for use in problem solving or to transfer it into long-term memory is referred to as

maintenance rehearsal.

_____ refers to the possibility and ease with which information can be recovered from long-term memory.

Accessibility

Match the types of learning to their correct description.

Conditioned learning: The forgetting involved in this type of learning is called extinction. Cognitive learning: The forgetting involved in this type of learning is called retrieval failure.

______ involves storing the same information in different ways to increase the number of internal pathways for retrieving information, which in turn enhances memory and learning.

Dual coding

Which is an accurate statement about the components of memory?

They are interrelated elements.

Select from the following three key aspects of flashbulb memories.

They contain specific situational details. They are vividly detailed. They are held with a high degree of confidence.

True or false: The more value an individual places on information to be learned, the more effective and efficient the individual becomes in the learning process.

True The more important it is for the individual to learn a piece of information, the more effective and efficient the individual becomes in the learning process.

Short-term memory can best be described as

an active, dynamic process.

Select the three types of cognitive learning that are important to marketers.

analytical reasoning vicarious learning iconic rote learning

A target market's interpretation of a product's benefits, attributes, users, usage situations, and manufacturer characteristics constitutes

brand image.

The schematic memory of a brand is known as

brand image.

What are the two basic forms of conditioned learning?

classical and operant

In ______, consumers' perceptions of the similarity of various products to each other are taken and related to product attributes.

perceptual mapping

A technique for estimating and developing a product's position is

perceptual mapping.

Second-language ads are effective in leading to greater learning and recall when bilingual consumers

place high value on understanding them.

In the context of marketing, what enhances message involvement, leading to stronger memory and learning among consumers?

strategies for increasing consumer attention

The accessibility effect for brands in which an individual is able to recover a brand associated with a specific product category from memory, due to repetition, rehearsal, and elaboration, is known as

top-of-mind awareness.

Select the terms that are synonymous with brand leverage. (Select all that apply)

umbrella branding brand extension family branding

Select the terms that are synonymous with brand leverage. (Select all that apply)

umbrella branding family branding brand extension

Vicarious learning can be defined as

using imagery to anticipate the outcome of various courses of action.

Using imagery to anticipate the outcome of various courses of action is a type of learning referred to as

vicarious learning.