MKG Exam #3 chapter 9
Organizing individual items into groups of related items that can be processed as a single unit is called _________.
Chunking
_________ 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
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
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
Which of the following are the two interrelated components of memory?
Short-term and long-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
How can accessibility of information stored in long-term memory be enhanced?
a, b, and c
A local car dealership advertises quite frequently on local broadcast and cable television.........
advertising wear out
Accessibility is related to which of the following?
all of the above
Low-involvement learning often involves __________.
all of the above
Which of the following enhances the strength of learning?
all of the above
Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?
analogical reasoning
The most complex form of cognitive learning is ______.
analytical reasoning
The value consumers assign to a brand above and beyond the functional characteristics of the product is known as ___________.
brand equity
__________ refers to the schematic memory of a brand.
brand image
What are the two basic forms of conditioned learning?
classical and operant
Coca-Cola does not advertise during the evening news because the market 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
Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?
cognitive learning
A television commercial for Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops............
elaborative activities
The memory of a sequence of events in which a person participated is called ________.
episodic memory
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
Learning a concept or the association between the two or more concepts in the absence of conditioning is known as _________.
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
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 of the following is the primary determinant of how material is learned?
level of involvement
In which type of learning situation does the consumer have little or no motivation to process or learn the material?
low-involvement learning
_________ is the total accumulation of prior learning experiences.
memory
Which of the following statements is FALSE regarding schemas?
once an associative link is formed, it is permanent
Which of the following is NOT a type of cognitive learning?
operant
_________ attempts to create an association between a response (buying a brand) and some outcome that serves to reinforce the response.
operant conditioning
The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called ________.
product positioning
Which of the following is a strategy to reduce competitive interference?
provide external retrieval cues
Anything that increases the likelihood that a given response will be repeated in the future is considered ___________.
reinforcement
Which type of memory structure is a complex web of associations?
schema
Which of the following is NOT a specific learning theory?
schematic
Memory of how an action should occur is a special type of schema known as a(n) ___________.
script
The basic knowledge and feelings an individual has about a concept is known as ______________.
semantic memory
When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution
semantic memory
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
________ attempts to create an association between a stimulus and some response (behavior or feeling).
Classical conditioning
Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?
all of the above
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
