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