CB CH 9

T/F Learning cannot occur in the absence of reinforcement.

False

what is the most complex form of cognitive learning?

analytical reasoning

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

reinforcement

_______ represents the person's understanding of an object or event at its simplest level

semantic memory

The accessibility effect for brands is called

top-of-mind awareness

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

False

T/F Flashbulb memories are fleeting experiences that tend to be forgotten quickly.

False -they are vividly detailed and therefore, highly endured over time

Which of the following statements is false regarding schemas? Once an associative link is formed, it is permanent. Marketers expend substantial effort to influence the schema consumers have for their brands. Concepts, events, and feelings are stored in nodes within memory. Associative links vary in terms of how strongly and how directly they are associated with a node. A schema is also known as a knowledge structure.

Once an associative link is formed, it is permanent.

Which of the following statements is false regarding short-term memory (STM)? STM is a static structure STM has limited capacity STM is short lived Elaborative activities occur in STM STM is also called working memory

STM is a static structure

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

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 of the following statements is true? it is hard to "unlearn" learning can happen subconsciously experience can result in learning all are correct

all are correct

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?

analogical 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 alientation

______ refers to the schematic memory of a brand

brand image

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

chunking

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

chunking

What are the two basic forms of conditioned learning?

classical and operant

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 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

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

T/F Consumers must directly experience a reward or punishment to learn.

false

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations?

imagery processing

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

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

what enhances the strength of learning?

importance message involvement mood repetition

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

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

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 rehersal

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 rehersal

Which of the following is not a type of cognitive learning? iconic rote vicarious learning/modeling analytical reasoning/analogy operant all are 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

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

How can accessibility of information stored in long-term memory be enhanced?

repetition, rehearsal, and elaboration

Which of the following is not a specific learning theory? iconic rote operant vicarious learning / modeling schematic reasoning/analogy

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

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

script

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

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

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

stimulus generalization

what is accessibility related to?

strength of incoming linkages number of incoming linkages strength of links to nodes directness of links to nodes

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

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes'

brand image

what people think and feel when they hear or see a brand nam

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