MKTG 4410 CHAPTER 9

information processing

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

learning

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

reinforcement

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

True

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

iconic rote learning

Learning a concept or the association between two or more concepts in the absence of conditioning is known as ____

False

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

script

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

top-of-mind awareness

The accessibility effect for brands is called _____

semantic memory

The basic knowledge and feelings an individual has about a concept are known as _____

accessibility

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

episodic memory

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

operant conditioning

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?

shaping

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

brand equity

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

classical and operant

What are the two basic forms of conditioned learning?

Classical conditioning

____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).

Elaborative activities

____ is(are) 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.

Stimulus generalization

____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

Operant conditioning

_____ 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.

Memory

_____ is the total accumulation of prior learning experiences.