Chapter 9

____ refers to the schematic memory of a brand. A) Brand image B) Brand equity C) Brand leverage D) Brand position E) Brand benefit

A) Brand image

_____ is the total accumulation of prior learning experiences. A) Memory B) Brand image C) Brand equity D) Information processing E) Positioning

A) 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. A) Operant conditioning B) Iconic rote conditioning C) Classical conditioning D) Modeled conditioning E) Vicarious conditioning

A) Operant conditioning

_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus. A) Stimulus generalization B) Stimulus reasoning C) Stimulus discrimination D) Stimulus contrasting E) Stimulus identification

A) Stimulus generalization

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____. A) brand leverage B) brand generalization C) brand discrimination D) brand substitute E) brand complement

A) brand leverage

Organizing individual items into groups of related items that can be processed as a single unit is called _____. A) chunking B) maintenance rehearsal C) zipping D) minimizing E) conditioning

A) chunking

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? A) chunking B) maintenance rehearsal C) zipping D) minimizing E) conditioning

A) chunking

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____. A) chunking B) maintenance rehearsal C) zipping D) minimizing E) conditioning

A) chunking

What are the two basic forms of conditioned learning? A) classical and operant B) classical and iconic C) iconic rote and modeling D) analogy and metaphor E) positive and negative

A) classical and operant

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? A) classical conditioning B) operant conditioning C) iconic learning D) vicarious learning E) reinforced learning

A) classical conditioning

Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as her placed her hand in Bud's. Which type of memory does this represent? A) episodic memory B) primary memory C) accessible memory D) semantic memory E) conditioned memory

A) episodic memory

The memory of a sequence of events in which a person participated is called _____. A) episodic memory B) primary memory C) accessible memory D) semantic memory E) conditioned memory

A) episodic memory

Which type of memory is characterized by the conscious recollection of an exposure event? A) explicit memory B) schematic memory C) implicit memory D) constructed memory E) concrete memory

A) explicit memory

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations? A) imagery processing B) mental processing C) episodic processing D) transient processing E) conditioned processing

A) imagery processing

Which type of memory structure is a complex web of associations? A) schema B) image C) script D) iconic E) conceptual

A) schema

Which of the following is NOT a specific learning theory? A) schematic B) operant C) iconic rote D) vicarious/modeling E) reasoning/analogy

A) schematic

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? A) short-term memory B) long-term memory C) primary memory D) secondary memory E) transient memory

A) short-term memory

A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down, you'll be glad you did!" This car dealership uses the same type of ad over and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or disregard it. John is so sick of these ads that he instantly changes the channel when one comes on. This is an example of _____. A) zipping B) advertising wearout C) interference D) pulsing E) poor positioning

B) advertising wearout

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object? A) operant reasoning B) analogical reasoning C) cognitive reasoning D) affective reasoning E) conscious reasoning

B) analogical reasoning

High-involvement learning often involves _____. A) classical conditioning B) analytical reasoning C) iconic rote learning D) all of the above E) none of the above

B) analytical reasoning

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____. A) brand equity B) brand image C) brand leverage D) brand position E) brand identity

B) brand image

Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations? A) conditioning B) cognitive learning C) affective learning D) shaping E) conscious learning

B) cognitive learning

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts? A) imagery B) concepts C) episodes D) semantics E) schema

B) concepts

29. Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____. A) preferred set B) evoked set C) priority set D) accessible set E) primary set

B) evoked set

Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's _____. A) preferred set B) evoked set C) priority set D) accessible set E) primary set

B) evoked set

Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____. A) operant learning B) iconic rote learning C) vicarious learning D) modeling E) analytical reasoning

B) iconic rote learning

A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or 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? A) explicit memory B) implicit memory C) scripted memory D) suppressed memory E) subliminal memory

B) implicit memory

Any change in the content or organization of long-term memory or behavior is known as _____. A) marketing B) learning C) cognition D) information processing E) repositioning

B) learning

Which portion of total memory is devoted to permanent information storage? A) short-term memory B) long-term memory C) primary memory D) secondary memory E) established memory

B) long-term memory

Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth? A) short-term memory B) long-term memory C) primary memory D) secondary memory E) episodic memory

B) long-term 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? A) classical conditioning B) operant conditioning C) iconic learning D) vicarious learning E) reinforced learning

B) 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? A) classical conditioning B) operant conditioning C) iconic conditioning D) vicarious conditioning E) reinforced conditioning

B) operant conditioning

Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way the market views its brand is an example of _____. A) product positioning B) product repositioning C) brand extension D) brand leveraging E) brand revival

B) product repositioning

What are two important long-term memory structures? A) primary and secondary B) schema and scripts C) semantic and conceptual D) conceptual and imagery E) iconic and vicarious

B) schema and scripts

Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of _____. A) stimulus discrimination B) stimulus generalization C) stimulus confusion D) stimulus similarity E) stimulus deception

B) stimulus generalization

When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred? A) operant learning B) vicarious learning C) shaping D) analytical reasoning E) iconic rote learning

B) vicarious learning

The capacity of STM is thought to be in the range of _____ bits of information. A) 1 to 2 B) 3 to 5 C) 5 to 9 D) 10 to 14 E) 15 to 20

C) 5 to 9

_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling). A) Analogous conditioning B) Iconic rote conditioning C) Classical conditioning D) Modeled conditioning E) Vicarious conditioning

C) Classical conditioning

_____ are(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. A) Maintenance rehearsal B) Chunking C) Elaborative activities D) Conceptualization E) Conditioning

C) Elaborative activities

Which of the following statements is FALSE regarding short-term memory (STM)? A) STM is short-lived. B) STM has limited capacity. C) STM is a static structure. D) Elaborative activities occur in STM E) STM is also called working memory.

C) STM is a static structure.

_____ refers to the process of learning to respond differently to similar but distinct stimuli. A) Stimulus generalization B) Stimulus reasoning C) Stimulus discrimination D) Stimulus contrasting E) Stimulus identification

C) Stimulus discrimination

How did Johnson & Johnson hope to reposition St. Joseph's Aspirin? A) as the best source of arthritis pain relief in adults B) as the best source of pain relief in children C) as the best source for a low-dosage aspirin regime to reduce the risk of heart attacks and strokes in adults D) as the best source of fever reduction in children E) as the best source of pain relief in adult migraine headache sufferers

C) as the best source for a low-dosage aspirin regime to reduce the risk of heart attacks and strokes in adults

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated? A) pairing B) combining C) conditioning D) operating E) shaping

C) conditioning

A television commercial for Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage? A) maintenance rehearsal B) chunking C) elaborative activities D) conceptualization E) conditioning

C) elaborative activities

In conditioned learning, forgetting is often referred to as _____. A) decay B) deconditioning C) extinction D) failure E) retrieval failure

C) extinction

Which type of memory involves the nonconscious retrieval of previously encountered stimuli? A) explicit memory B) schematic memory C) implicit memory D) constructed memory E) concrete memory

C) implicit memory

Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related Web sites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning? A) mood B) punishment C) importance D) repetition E) dual coding

C) importance

Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as _____. A) noise B) echoic memory C) interference D) clutter E) memory failure

C) interference

Which of the following is the primary determinant of how material is learned? A) education level B) age C) level of involvement D) occupation E) gender

C) level of involvement

High-involvement learning often involves _____. A) classical conditioning B) iconic rote learning C) operant conditioning D) all of the above

C) operant conditioning

Anything that increases the likelihood that a given response will be repeated in the future is considered _____. A) punishment B) a reward C) reinforcement D) a conditioned stimulus E) an operant

C) reinforcement

The accessibility effect for brands is called _____. A) episodic awareness B) conceptual awareness C) top-of-mind awareness D) operant learning E) conditioned response

C) top-of-mind awareness

When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to? A) complement B) substitute C) transfer D) image E) extension

C) transfer

Which of the following statements is FALSE regarding schemas? A) A schema is also known as a knowledge structure. B) Concepts, events, and feelings are stored in nodes within memory. C) Associative links vary in terms of how strongly and how directly they are associated with a node. D) Once an associative link is formed, it is permanent. E) Marketers expend substantial effort to influence the schema consumers have for their brands.

D) Once an associative link is formed, it is permanent.

The likelihood and ease with which information can be recalled from long-term memory is termed _____. A) retrieval B) elaboration C) maintenance D) accessibility E) learning

D) accessibility

Low-involvement learning often involves _____. A) classical conditioning B) iconic rote learning C) modeling D) all of the above E) none of the above

D) all of the above

The most complex form of cognitive learning is _____. A) operant learning B) vicarious learning C) iconic rote learning D) analytical reasoning E) modeling

D) analytical reasoning

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____. A) brand solvency B) brand liquidation C) brand image D) brand equity E) brand leverage

D) brand equity

A series of activities by which stimuli are perceived, transformed into information, and stored is called _____. A) marketing B) interpretation C) learning D) information processing E) positioning

D) information processing

In which type of learning situation does the consumer have little or no motivation to process or learn the material? A) explicit learning B) implicit learning C) primary learning D) low-involvement learning E) high-involvement learning

D) low-involvement learning

Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent? A) explicit learning B) implicit learning C) primary learning D) low-involvement learning E) high-involvement learning

D) 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? A) developing a schema B) developing a script C) employing imagery D) maintenance rehearsal E) chunking information

D) maintenance rehearsal

Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory? A) schema B) scripts C) imagery D) maintenance rehearsal E) chunking

D) maintenance rehearsal

Which of the following is NOT a type of cognitive learning? A) iconic rote B) vicarious C) reasoning/analogy D) operant E) all of the above are types of cognitive learning

D) operant

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 relates these perceptions to product attributes? A) regression analysis B) conjoint analysis C) analytical mapping D) perceptual mapping E) laddering

D) perceptual mapping

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called _____. A) product extension B) brand extension C) brand leveraging D) product positioning E) product equity

D) product positioning

Which of the following is a strategy to reduce competitive interference? A) create a semantic memory of a brand B) create a episodic memory of a brand C) use pulsing D) provide external retrieval cues E) provide an incentive for trial

D) provide external retrieval cues

The basic knowledge and feelings an individuals has about a concept is known as _____. A) episodic memory B) primary memory C) accessible memory D) semantic memory E) conditioned memory

D) 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 _____. A) episodic memory B) primary memory C) accessible memory D) semantic memory E) conditioned memory

D) semantic memory

Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____. A) step learning B) staging C) stepping D) shaping E) modeling

D) shaping

The process of encouraging partial responses leading to the final desired response is known as _____. A) step learning B) staging C) stepping D) shaping E) modeling

D) shaping

Which of the following are the two interrelated components of memory? A) primary and secondary memory B) conditioned and unconditioned memory C) operant and classical memory D) short-term and long-term memory E) implied and explicit memory

D) short-term and long-term memory

How can accessibility of information stored in long-term memory be enhanced? A) repetition B) rehearsal C) elaboration D) a and b E) a, b, and c

E) a, b, and c

Accessibility is related to which of the following? A) strength of incoming linkages B) number of incoming linkages C) strength of links to nodes D) directness of links to nodes E) all of the above

E) all of the above

Which of the following enhances the strength of learning? A) importance B) message involvement C) mood D) repetition E) all of the above

E) all of the above

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume? A) culture B) family C) friends D) mass media E) all of the above

E) all of the above

Pat is purchasing new tires for his car. Since he expected to spend $400 or more for these tires, 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? A) explicit learning B) implicit learning C) primary learning D) low-involvement learning E) high-involvement learning

E) high-involvement learning

Which type of learning situation is one in which the consumer is motivated to process or learn the material? A) explicit learning B) implicit learning C) primary learning D) low-involvement learning E) high-involvement learning

E) high-involvement learning

Thomas is studying for vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this? A) operant learning B) vicarious learning C) modeling D) analytical reasoning E) iconic rote learning

E) iconic rote learning

Which group of consumers are better able to chunk product information? A) younger consumers B) older consumers C) males D) females E) product experts

E) product experts

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) _____. A) directive B) episode C) concept D) operant E) script

E) script

Memory of how an action should occur is a special type of schema known as a(n) _____. A) directive B) episode C) concept D) operant E) script

E) script

Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are using the strategy of _____ to enhance message involvement. A) importance B) personalization C) dual coding D) mood enhancement E) self-referencing

E) self-referencing

Consumers must directly experience a reward or punishment to learn.

False

Learning cannot occur in the absence of reinforcement.

False

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

False

Self-concept indicates that consumers are relating brand information to themselves.

False

Semantic memory is the memory of a sequence of events in which a person participated.

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 the each of the following four dimensions: complement, substitute, transfer, and image.

False

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

False

Brand image refers to the semantic memory of a brand.

True

Echoic memory is the memory of sounds, including words.

True

Elaborative activities occur in short-term memory.

True

Explicit memory is characterized by the conscious recollection of an exposure event.

True

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

True

In general, multiple memory nodes are activated simultaneously.

True

Level of involvement is the primary determinant of how material is learned.

True

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

True