Consumer Behavior Chapter 9 Review
______ involves storing the same information in different ways to increase the number of internal pathways for retrieving information, which in turn enhances memory and learning.
Dual coding
Select from the following those items that characterize short-term memory. (Select all that apply)
It is a dynamic process. It closely resembles the process of thinking. It is an active process.
______ occurs when consumers have a problem recovering a particular piece of information because other related information in memory gets in the way.
Memory interference
What two types of long-term memory are of particular interest to marketers?
episodic memory semantic memory
Acute memory for the conditions surrounding a novel and astonishing event is known as a(n) ______ memory.
flashbulb
In ______, consumers' perceptions of the similarity of various products to each other are taken and related to product attributes.
perceptual mapping
A technique for estimating and developing a product's position is
perceptual mapping.
Second-language ads are effective in leading to greater learning and recall when bilingual consumers
place high value on understanding them.
Select the three types of cognitive learning that are important to marketers.
vicarious learning iconic rote learning analytical reasoning
Match the types of forgetting to the item that best characterizes it. Instructions Extinction Retrieval failure
Involves a desired response decaying or dying out due to lack of reinforcement Involves an individual being unable to access information available in the long-term memory
Match each processing stimuli to the way in which it can be characterized. Stimulus discrimination Stimulus generalization
Its absence causes the effect of spillover. This is also known as the rub-off effect.
What happens when a response environment is similar to the original learning environment and type of learning?
Retrieval is enhanced.
Match the processes that affect strength of learning to their correct description. Reinforcement Punishment
This refers to any outcome that increases the likelihood that a given reaction will be reiterated in the future. This refers to any outcome that reduces the likelihood that a given reaction will be reiterated in the future.
Match the types of reinforcement to their correct description. Instructions Positive reinforcement Negative reinforcement
This refers to desired or pleasant outcomes. This refers to the avoidance of undesirable outcomes.
Match the types of long-term memory (in the left column) to their descriptions (in the right column). Semantic memory Episodic memory
This refers to the fundamental knowledge and feelings a person has about a concept. This refers to the memory of a chain of events in which a person had participated.
Match the components of memory to their correct descriptions. Short-term memory Long-term memory
This refers to the portion of total memory that is presently triggered or in use and is called working memory. This refers to the portion of total memory that is devoted to unlimited, permanent information storage.
Drag and drop the ways of processing stimuli against their corresponding definitions. Stimulus discrimination Stimulus generalization
This refers to the process of learning respond differently to similar but distinct stimuli. This occurs when a response to one stimulus is elicited by a similar but distinct stimulus.
Learning a concept or the association between two or more concepts in the absence of conditioning is referred to as
iconic rote learning.
When it comes to strength of learning, ______ refers to the value consumers place on the information to be learned.
importance
_____ refers to the possibility and ease with which information can be recovered from long-term memory.
Accessibility
True or false: Just because a person is exposed to the same information repeatedly, does not increase the chance that the person will remember that information.
False
Match the types of learning situations to their correct description. High-involvement learning situations Low-involvement learning situations
In these situations, a consumer is motivated to process or learn the material. In these situations, a consumer has little or no motivation to process or learn material.
Match the types of learning situations to the learning theories that are most likely to occur in them. Instructions High-involvement learning situations High-involvement learning situations drop zone empty. Low-involvement learning situations Low-involvement learning situations drop zone empty.
Operant conditioning and analytical reasoning Classical conditioning and iconic rote learning
Which three are methods marketers use in advertising to prevent the occurrence of memory interference among their consumers?
Reduce similarity to competing advertisements. Strengthen initial learning. Avoid competitive advertising.
______ enhances memory and learning by making information in memory more accessible or by reinforcing the associative linkages between concepts.
Repetition
Match the types of learning to their correct description. Conditioned learning Cognitive learning
The forgetting involved in this type of learning is called extinction. The forgetting involved in this type of learning is called retrieval failure.
Which is an accurate statement about the components of memory?
They are interrelated elements.
Select from the following three key aspects of flashbulb memories.
They contain specific situational details. They are held with a high degree of confidence. They are vividly detailed.
True or false: The more value an individual places on information to be learned, the more effective and efficient the individual becomes in the learning process.
True
Short-term memory can best be described as
an active, dynamic process.
Select the terms that are synonymous with brand leverage. (Select all that apply)
brand extension family branding umbrella branding
A target market's interpretation of a product's benefits, attributes, users, usage situations, and manufacturer characteristics constitutes
brand image.
The schematic memory of a brand is known as
brand image.
What are the two basic forms of conditioned learning?
classical and operant
The process of ______ involves learning facts, attitudes, concepts, and ideas that contribute to an individual's ability to learn relationships, reason, and solve problems without direct experience or reinforcement.
cognitive learning
A set of procedures that marketers apply to maximize the chances that an association between two stimuli is developed or learned by a consumer is known as
conditioning.
What strategy is used by marketers to enhance retrieval of their brands?
configuring a learning environment to resemble the most likely retrieval environment
Consumers learning the same information in separate contexts and consumers storing the same information in different memory modes are both examples of
dual coding.
What process takes place in short-term memory and serves to redefine or add new elements to memory?
elaborative activities
The use of previously stored attitudes, feelings, beliefs, values, and experiences to evaluate and interpret information in working memory as well as to add relevant previously stored information are known as
elaborative activities.
Iconic rote learning can be defined as
learning a concept or the association between two or more concepts in the absence of conditioning.
Marketers make the most of brand equity by utilizing an existing brand name for new products is known as brand
leverage.
Namrata is studying for a calculus exam. She doesn't want to forget any of the formulas, so she continually repeats them to herself so she will be able to remember them. Namrata is engaged in
maintenance rehearsal.
The continual repetition of a piece of information in order to hold it in current memory for use in problem solving or to transfer it into long-term memory is referred to as
maintenance rehearsal.
Cars Inc., a company that manufactures toy cars, originally marketed its products as being suitable for young boys. Recently, it drastically changed its advertising methods to include girls within its target group. The company's advertisements now depict its products as being suitable for both girls and boys. What strategy did Cars, Inc. implement?
product repositioning
A deliberate decision made by a company to significantly alter the way a market views its product is known as product
repositioning.
