Chapter 9 Consumer Behavior
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The likelihood and ease with which information can be recalled from long-term memory is termed _____.
Accessibility
The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.
Brand Equity
Organizing individual items into groups of related items that can be processed as a single unit is called _____.
Chunking
Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?
Concepts
_____ is the total accumulation of prior learning experiences.
Memory
