Purchasing and buying behavior
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 learning
The capacity of STM is thought to be in the range of __________ bits of information.
5 to 9
Low-involvement learning often involves
All of these are correct: classical conditioning iconic rote learning modeling
Accessibility is related to which of the following? strength of incoming linkages number of incoming linkages strength of link to nodes directness of links to nodes
All of these choices are correct
__________ refers to the schematic memory of a brand.
Brand image
What are the two basic forms of conditioned learning?
Classical and operant
Self-concept indicates that consumers are relating brand information to themselves.
False
T/F - Echoic memory is the memory of sounds, including words.
True
T/F - Explicit memory is characterized by the conscious recollection of an exposure event.
True
T/F - In conditioned learning, forgetting is often referred to as extinction.
True
T/F - Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli.
True
Which of the following enhances the strength of learning? importance message involvement mood repetition
all of these choices are correct
The most complex form of cognitive learning is
analytical reasoning
The repositioning of the Johnnie Walker whiskey brand with the Jane Walker whiskey special promotion may lead to consequences of
brand equity erosion and customer alienation
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
__________ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).
classical conditioning
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
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
__________ 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
The memory of a sequence of events in which a person participated is called
episodic memory
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
Which type of learning situation is one in which the consumer is motivated to process or learn the material?
high-involvement 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 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
Which type of memory involves the nonconscious retrieval of previously encountered stimuli?
implicit memory
A series of activities by which stimuli are perceived, transformed into information, and stored is called
information processing
Any change in the content or organization of long-term memory or behavior is known as
learning
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
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
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
__________ is the total accumulation of prior learning experiences.
memory
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
__________ 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 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 relates these perceptions to product attributes?
perceptual mapping
Which group of consumers is better able to chunk product information?
product experts
Anything that increases the likelihood that a given response will be repeated in the future is considered
reinforcement
How can accessibility of information stored in long-term memory be enhanced?
repetition, rehearsal, and elaboration
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
The basic knowledge and feelings an individual has about a concept is known as
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
The process of encouraging partial responses leading to the final desired response is known as
shaping
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
__________ 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
The accessibility effect for brands is called
top-of-mind awareness
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
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
All of these choices are correct
Which of the following statements is true? it is heard to "unlearn" learning can happen subconsciously experience (e.g., pushing a button gets results) can result in learning
All of these choices are correct
T/F - Bland music which is not dynamic and interesting will most likely stimulate earworms.
False
T/F - Brand image refers to the semantic memory of a brand.
False
T/F - Consumers must directly experience a reward or punishment to learn.
False
T/F - Flashbulb memories are fleeting experiences that tend to be forgotten quickly.
False
T/F - Long-term memory (LTM) is also called working memory.
False
T/F - Semantic memory is the memory of a sequence of events in which a person participated.
False
T/F - 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
T/F - The process of encouraging partial responses leading to the final desired response is known as classical conditioning.
False
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
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
Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?
cognitive learning
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
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)Any change in the content or organization of long-term memory or behavior is known as
script