Chapter 9 Quiz 10 (Exam III)

The capacity of STM is thought to be in the range of _____ bits of information.

5 to 9

_____ refers to the schematic memory of a brand.

Brand image

_____ 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.

Elaborative activities

Brand image refers to the semantic memory of a brand.

False

Consumers must directly experience a reward or punishment to learn.

False

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

False

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

False

_____ is the total accumulation of prior learning experiences.

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.

Operant conditioning

Which of the following statements is FALSE regarding short-term memory (STM)?

STM is a static structure.

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

True

Flashbulb memory is acute memory for the circumstances surrounding a surprising and novel event.

True

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

True

In general, multiple memory nodes are activated simultaneously.

True

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 all of the above

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

accessibility

High-involvement learning often involves _____.

analytical reasoning

The most complex form of cognitive learning is _____.

analytical reasoning

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.

brand equity

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

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____.

chunking

Low-involvement learning often involves _____.

classical conditioning iconic rote learning modeling

Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?

cognitive learning

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

concepts

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?

culture family friends mass media

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?

elaborative activities

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 he placed her hand in Bud's. Which type of memory does this represent?

episodic memory

The memory of a sequence of events in which a person participated is called _____.

episodic memory

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____.

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 _____.

evoked set

Which type of memory is characterized by the conscious recollection of an exposure event?

explicit memory

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

extinction

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 websites, 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?

importance

Visual art in an ad (art infusion) has the ability to:

increase brand image

A series of activities by which stimuli are perceived, transformed into information, and stored is called _____.

information processing

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

In which type of learning situation does the consumer have little or no motivation to process or learn the material?

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?

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?

maintenance rehearsal

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

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

Which group of consumers is better able to chunk product information?

product experts

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called _____.

product positioning

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 _____.

product repositioning

Which type of memory structure is a complex web of associations?

schema

What are two important long-term memory structures?

schema and scripts

Which of the following is NOT a specific learning theory?

schematic

Memory of how an action should occur is a special type of schema known as a(n) _____.

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.

self-referencing

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

shaping

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

short-term and long-term memory

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 _____.

stimulus generalization

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

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

False

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

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 _____.

advertising wearout

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

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?

chunking

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?

classical conditioning

Which type of memory involves the nonconscious retrieval of previously encountered stimuli?

implicit memory

Anything that increases the likelihood that a given response will be repeated in the future is considered _____.

reinforcement