Con9quiz

Low-involvement learning often involves classical conditioning. iconic rote learning. modeling. All of these choices are correct. None of these choices are correct.

All of these choices are correct.

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' brand equity. brand image. brand leverage. brand position. brand identity.

brand image.

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts? imagery concepts episodes semantics schema

concepts

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? maintenance rehearsal chunking elaborative activities conceptualization conditioning

elaborative activities

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 preferred set. evoked set. priority set. accessible set. primary set.

evoked set

In conditioned learning, forgetting is often referred to as decay. deconditioning. extinction. failure. retrieval failure.

extinction.

Pat is purchasing new tires for his car. Since he expected to spend $400 or more for these tires, 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? explicit learning implicit learning primary learning low-involvement learning high-involvement learning

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? operant learning vicarious learning modeling analytical reasoning iconic rote learning

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 mental processing episodic processing transient processing conditioned processing

imagery processing

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? mood punishment importance repetition dual coding

importance

A series of activities by which stimuli are perceived, transformed into information, and stored is called marketing. interpretation. learning. information processing. positioning.

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 noise. echoic memory. interference. clutter. memory failure.

interference.

Any change in the content or organization of long-term memory or behavior is known as marketing. learning. cognition. information processing. repositioning.

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? explicit learning implicit learning primary learning low-involvement learning high-involvement learning

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? developing a schema developing a script employing imagery maintenance rehearsal chunking information

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? schema scripts imagery maintenance rehearsal chunking

maintenance rehearsal

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? classical conditioning operant conditioning iconic conditioning vicarious conditioning reinforced conditioning

operant conditioning

The capacity of STM is thought to be in the range of __________ bits of information. 1 to 2 3 to 5 5 to 9 10 to 14 15 to 20

5 to 9

__________ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling). Analogous conditioning Iconic rote conditioning Classical conditioning Modeled conditioning Vicarious conditioning

Classical conditioning

__________ 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. Maintenance rehearsal Chunking Elaborative activities Conceptualization Conditioning

Elaborative activities

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

STM is a static structure.

High-involvement learning often involves classical conditioning. analytical reasoning. iconic rote learning. All of these choices are correct. None of these choices are correct.

analytical reasoning.

The most complex form of cognitive learning is operant learning. vicarious learning. iconic rote learning. analytical reasoning. modeling.

analytical reasoning.

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. brand generalization. brand discrimination. brand substitute. brand complement.

brand leverage.

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 primary memory accessible memory semantic memory conditioned memory

episodic memory

Which type of memory is characterized by the conscious recollection of an exposure event? explicit memory schematic memory implicit memory constructed memory concrete memory

explicit memory

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? explicit memory implicit memory scripted memory suppressed memory subliminal memory

implicit memory

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called product extension. brand extension. brand leveraging. product positioning. product equity.

product positioning.

How can accessibility of information stored in long-term memory be enhanced? repetition rehearsal elaboration repetition and rehearsal repetition, rehearsal, and elaboration

repetition, rehearsal, and elaboration

Which type of memory structure is a complex web of associations? schema image script iconic conceptual

schema

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 episodic memory. primary memory. accessible memory. semantic memory. conditioned memory.

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 step learning. staging. stepping. shaping. modeling.

shaping.

__________ is the total accumulation of prior learning experiences. Memory Brand image Brand equity Information processing Positioning

Memory

Which of the following statements is false regarding schemas? A schema is also known as a knowledge structure. 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. Once an associative link is formed, it is permanent. Marketers expend substantial effort to influence the schema consumers have for their brands.

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 Iconic rote conditioning Classical conditioning Modeled conditioning Vicarious conditioning

Operant conditioning

The likelihood and ease with which information can be recalled from long-term memory is termed retrieval. elaboration. maintenance. accessibility. learning.

accessibility

The repositioning of the Johnnie Walker whiskey brand with the Jane Walker whiskey special promotion may lead to consequences of brand equity erosion. customer alienation. brand extendability. All of these choices are correct. brand equity erosion and customer alienation.

brand equity erosion and customer alienation.

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as brand solvency. brand liquidation. brand image. brand equity. brand leverage.

brand equity.

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of chunking. maintenance rehearsal. zipping. minimizing. conditioning.

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 operant conditioning iconic learning vicarious learning reinforced learning

classical conditioning

Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations? conditioning cognitive learning affective learning shaping conscious learning

cognitive learning

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? regression analysis conjoint analysis analytical mapping perceptual mapping laddering

perceptual mapping

Which of the following is a strategy to reduce competitive interference? create a semantic memory of a brand create a episodic memory of a brand use pulsing provide external retrieval cues provide an incentive for trial

provide external retrieval cues

Anything that increases the likelihood that a given response will be repeated in the future is considered punishment. a reward. reinforcement. a conditioned stimulus. an operant.

reinforcement.

Which of the following is not a specific learning theory? schematic operant iconic rote vicarious learning/modeling 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) directive. episode. concept. operant. script.

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. importance personalization dual coding mood enhancement self-referencing

self-referencing

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 long-term memory primary memory secondary memory transient memory

short-term memory

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 discrimination. stimulus generalization. stimulus confusion. stimulus similarity. stimulus deception.

stimulus generalization.

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?. operant learning vicarious learning shaping analytical reasoning iconic rote learning

vicarious learning