Chapter 9 Consumer Behavior

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

Organizing individual items into groups of related items that can be processed as a single unit is called _____.

Chunking

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

Concepts

_____ is the total accumulation of prior learning experiences.

Memory