MKG 310 chapter 9

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?

analogical reasoning

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

brand leverage

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

_____ 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

In conditioned learning, forgetting is often referred to as _____.

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?

high-involvement learning

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

iconic rote 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?`

implicit memory

Which of the following is the primary determinant of how material is learned?

level of involvement

Which portion of total memory is devoted to permanent information storage?

long-term memory

In which type of learning situation does the consumer have little or no motivation to process or learn the material?

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?

maintenance rehersal

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

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 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?

perceptual mapping

Anything that increases the likelihood that a given response will be repeated in the future is considered _____.

reinforcement

Which of the following is NOT a specific learning theory?

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) _____.

script

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

script

The basic knowledge and feelings an individual has about a concept are known as _____.

semantic memory

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 component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use?

short-term memory

_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

stimulus generalization

_____ 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