Consumer Behavior Chapter 9
The capacity of STM is thought to be in the range of _____ bits of information.
5 to 9
_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).
Classical conditioning
_____ 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.
Elaborative activities
Which of the following statements is FALSE regarding short-term memory (STM)?
STM is a static structure.
The basic knowledge and feelings an individual has about a concept are known as _____.
Semantic memory
Organizing individual items into groups of related items that can be processed as a single unit is called _____.
chunking
What are the two basic forms of conditioned learning?
classical and operant
19. 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 involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?
conditioning
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
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
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
Pat is purchasing new tires for his car. He expected to spend $400 or more for these tires, so he started researching on the Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this illustrate?
high-involvement learning
Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?
iconic rote learning
Which type of memory involves the nonconscious retrieval of previously encountered stimuli?
implicit memory
Which of the following enhances the strength of learning?
importance message involvement mood repetition
Visual art in an ad (art infusion) has the ability to _____.
increase brand image
Any change in the content or organization of long-term memory or behavior is known as _____.
learning
Which of the following is the primary determinant of how material is learned?
level of involvement
Which portion of total memory is devoted to permanent information storage?
long-term memory
Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth?
long-term memory
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
_____ is the total accumulation of prior learning experiences.
memory
Which of the following is NOT a type of cognitive learning?
operant
High-involvement learning often involves ____.
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?
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
The process of encouraging partial responses leading to the final desired response is known as _____.
shaping
The accessibility effect for brands is called _____.
top-of-mind awareness
A series of activities by which stimuli are perceived, transformed into information, and stored is called _____.
information processing
How can accessibility of information stored in long-term memory be enhanced?
repetition rehearsal elaboration
Low-involvement learning often involves _____.
classical conditioning iconic rote learning modeling
Which of the following are the two interrelated components of memory?
short-term and long-term memory
Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use?
short-term memory
The likelihood and ease with which information can be recalled from long-term memory is termed _____.
accessibility
Memory of how an action should occur is a special type of schema known as a(n) _____.
script
A television commercial for the 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
30. 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 of the following statements is true?
It is hard to "unlearn." Learning can happen subconsciously. Experience (e.g., pushing a button gets results) can result in learning.
Which of the following statements is FALSE regarding schemas?
Once an associative link is formed, it is permanent.
_____ 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
_____ refers to the process of learning to respond differently to similar but distinct stimuli.
Stimulus discrimination
_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus
Stimulus generalization
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
Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?
analogical reasoning
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
Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.
brand image
_____ refers to the schematic memory of a brand.
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
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
Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____.
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 learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?
cognitive learning
Which type of learning situation is one in which the consumer is motivated to process or learn the material?
high-involvement learning
Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.
iconic rote learning
Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations?
imagery processing
A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or an experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent?
implicit memory
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
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
Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent?
low-involvement learning
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
Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relating these perceptions to product attributes?
perceptual mapping
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 being 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 of the following is a strategy to reduce competitive interference?
provide external retrieval cues
Anything that increases the likelihood that a given response will be repeated in the future is considered _____.
reinforcement
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
Maria was raised as a Catholic, but she has not been attending church regularly since she moved out of her parents' home into her own apartment. However, when she does attend mass, she remembers the sequence of events and what she must do (e.g., sit, kneel, stand, which prayer to say, etc.). Her memory of how an action sequence should occur is 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
When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____.
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
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
Accessibility is related to which of the following?
strength of incoming linkages number of incoming linkages strength of links to nodes directness of links to nodes
When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to?
transfer
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 learing
