Chapter 9: Learning, Memory, and Product Positioning

The likelihood and ease with which information can be recalled from long-term memory is termed _____________.

Accessibility

High-involvement learning often involves __________________.

Analytical reasoning

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' ______________.

Brand image

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

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

Conditioning

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 _________________.

Interference

Any change in the content or organization of long-term memory or behavior is known as _______________.

Learning

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

Long-term memory

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

What are two important long-term memory structures?

Schema and scripts

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.

Self-referencing

The basic knowledge and feelings an individual has about a concept is known as ______________.

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 __________________.

Shaping

Which of the following are the two interrelated components of memory?

Short-term and long-term memory

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?

Vicarious learning