Quiz chapter 9

Learning is a. the ability to relate to stimulus objects. b. any change in the content or organization of long-term memory and/or behavior. c. the ability to recall a stimulus object. c. the link between stimuli and information processing. d. none of these

b. any change in the content or organization of long-term memory and/or behavior

A positive mood during the presentation of information such as brand names enhances learning. a. True b. False

a. true

Chunking occurs when a person organizes individual items into groups of related items that can be processed as a single unit. a. true b. false

a. true

Imagery processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations. a. true b. false

a. true

Memory is the total accumulation of prior learning experiences. a. True b. False

a. true

One way for a marketer to avoid memory interference is to avoid competing advertising a. true b. false

a. true

In cognitive learning, forgetting is often referred to as extinction a. true b. false

b. false in cognitive learning, forgetting is often referred to as retrieval failure

Transient memory, also known as working memory, is the portion of the total memory that is currently in use. a. true b. false

b. false short-term memory, also known as working memory, is the portion of the total memory that is currently in use.

A script is a memory structure involving a complex web of association a. true b. false

b. false A script is a memory of how an action sequence should occur

Which type of memory is acute memory for the circumstances surrounding a surprising and novel event? a. conditional memory b. flashbulb memory c. episodic memory d. primary memory e. acute memory

b. flashbulb memory

Classical conditioning involves a. using reinforcement to alter the probability that a given behavior will be repeated. b. basing one's behavior on the observed outcomes of similar behaviors by others. c. using an established relationship between a stimulus and response to generate the same response to a different stimulus. d. using reasoning to develop new knowledge. e. none of these.

c. Using an established relationship between a stimulus and response to generate the same response to a different stimulus

Playing popular music in the background of an ad with the expectation that the advertised product will then elicit the same positive feelings is based on a. modeling b. ironic rote learning c. classical conditioning d. operant conditioning e. none of these

c. classical conditioning

When scandals hurt the scandalized brand but also damage competitors in the industry, the term for this effect is a. sabotage b. contamination c. spillover d. discrimination e. contrast

c. spillover

The process of using reinforcement to alter the probability that a given behavior will be repeated is known as a. cognitive learning. b. iconic rote learning. c. classical conditioning. d. operant conditioning. e. none of these.

d. operant conditioning

High involvement learning a. occurs when the individual is paying little attention to the material b. is not relevant to consumer behavior c. occurs primarily in response to television commercials d. is not very effective e. none of the above

e. none of the above High involvement learning occurs when the consumer is motivated to process or learn the material