Quiz 10 Ch.9 Consumer Behavior

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

Consumers must directly experience a reward or punishment to learn.

False

The process of encouraging partial responses leading to the final desired response is known as classical conditioning.

False

_____ is the total accumulation of prior learning experiences.

Memory

____ 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

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

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

Stimulus generalization

Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli.

True

What are the two basic forms of conditioned learning?

classical and operant

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?

concepts

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

information processing

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

High-involvement learning often involves _____.

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 is known as _____.

semantic memory

Long-term memory (LTM) is also called working memory.

False

Successful brand leverage generally requires that the original brand have a strong positive image and that the new product fit with the original product on each of the following four dimensions: complement, substitute, transfer, and image.

False

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?

classical conditioning

Visual art in an ad (art infusion) has the ability to:

increase brand image