Question 1

Briefly explain the general effects of brand extensions.

Accepted Answer

Brand extensions refer to the strategy where a company uses an established brand name to launch new products or services in a different category or market segment. This approach leverages the existing brand equity to gain instant recognition and trust among consumers, potentially leading to a more successful product launch. The general effects of brand extensions can be both positive and negative, depending on how well the strategy is executed and how the extension aligns with the core brand values.

Positive Effects:

1. Increased Brand Visibility: Extending a brand can increase its presence in the market and attract attention from both existing and new customers.

2. Leverage Brand Equity: A well-established brand can transfer its positive associations, customer loyalty, and trust to the new product, reducing the risk and cost associated with marketing a completely new brand.

3. Broadened Product Portfolio: Brand extensions allow a company to diversify its offerings, which can lead to increased revenue streams and reduced dependence on a single product or market.

4. Cross-Promotional Opportunities: Extensions can create opportunities for promoting multiple products under the same brand umbrella, potentially increasing overall sales.

5. Market Segmentation: By targeting different customer segments with specific extensions, a brand can cater to a wider audience without diluting its core identity.

Negative Effects:

1. Brand Dilution: If the extension is not consistent with the brand's core values or promises, it can confuse customers and weaken the brand's perceived quality and credibility.

2. Cannibalization: A new product under the same brand might compete with the company's existing products, leading to a shift in sales rather than an increase in overall market share.

3. Overextension: Stretching a brand too far from its original product category can lead to a loss of meaning for the brand, making it less distinctive and potentially less appealing to consumers.

4. Increased Costs: While leveraging brand equity can reduce some costs, the process of developing and marketing a new product still requires significant investment, which may not always yield a positive return.

5. Risk of Failure: If the brand extension fails, it can negatively impact consumer perceptions of the original brand and its other products.

In conclusion, brand extensions can be a powerful strategy for growth and diversification, but they must be carefully planned and executed to ensure they align with the brand's identity and meet consumer expectations. When done correctly, they can enhance brand equity and lead to long-term success; however, when mismanaged, they can have detrimental effects on the brand and its portfolio.

Question 2

The difference between sugar cookies and cinnamon crackers is a fine one. This can be considered a(n) _____ of categorization.

Accepted Answer

A)  open level 
B)  basic level 
C)  exemplary level 
D)  superordinate level 
E)  subordinate level 
A)  open level 
B)  basic level 
C)  exemplary level 
D)  superordinate level 
E)  subordinate level E

Question 3

The first or pioneer brand in a category lacks the ability to set a standard against which later brands can be compared.

Accepted Answer

A) True 
 B)False  False

Question 4

Which of the following factors affects whether a consumer regards something as a category prototype?

Accepted Answer

A)  Sharing the most associations with members from different categories 
B)  Pioneer brands setting a standard for later brands 
C)  Brands with the lowest market share 
D)  Dominant brands dissolving their ties with lesser known brands 
E)  Sharing the least number of associations with other members of its own category 
A)  Sharing the most associations with members from different categories 
B)  Pioneer brands setting a standard for later brands 
C)  Brands with the lowest market share 
D)  Dominant brands dissolving their ties with lesser known brands 
E)  Sharing the least number of associations with other members of its own category

Question 5

A(n) _____ is a special type of schema that represents knowledge of the sequence of actions involved in performing an activity.

Accepted Answer

A)  endnote 
B)  stimuli 
C)  script 
D)  extension 
E)  prototype 
A)  endnote 
B)  stimuli 
C)  script 
D)  extension 
E)  prototype

Question 6

The broadest level of categorization is the subordinate level, where objects share a few associations but also have many different ones.

Accepted Answer

A) True 
 B)False

Question 7

Unlike taxonomic categories, goal-derived categories exhibit graded structure.

Accepted Answer

A) True 
 B)False

Question 8

In the context of brand extensions, stretchability of a brand depends on:

Accepted Answer

A)  consumers' rejection of the fit between the parent brand and other products on which it appears. 
B)  preventing the transfer of meaning from the new branded product to the original brand schema. 
C)  the usage differences between parent brand and associated products. 
D)  finding consumers with the same degree of liking for a parent brand. 
E)  consumers' ability to process relationships between the parent brand and associated products. 
A)  consumers' rejection of the fit between the parent brand and other products on which it appears. 
B)  preventing the transfer of meaning from the new branded product to the original brand schema. 
C)  the usage differences between parent brand and associated products. 
D)  finding consumers with the same degree of liking for a parent brand. 
E)  consumers' ability to process relationships between the parent brand and associated products.

Question 9

Rad visits a posh restaurant while on vacation. He is aware that he will need to be well behaved while he enjoys his dinner. He knows that he will need to wait to be seated, speak in a quiet voice, and leave a tip. These are all parts of Rad's _____ for fine dining.

Accepted Answer

A)  prototypicality 
B)  imaging 
C)  salient behavior 
D)  script 
E)  graded structure 
A)  prototypicality 
B)  imaging 
C)  salient behavior 
D)  script 
E)  graded structure

Question 10

Concepts connected by weak links are more likely to activate each other than are those connected by strong links.

Accepted Answer

A) True 
 B)False

Question 11

Briefly discuss how brand images and personalities are protected.

Accepted Answer

Brand images and personalities are prote

Question 12

In the context of associative networks, briefly explain spreading of activation with an example.

Accepted Answer

In the context of associative networks,

Question 13

Ronth Chemicals, a leading chemical manufacturing factory, has taken efforts to minimize disposing of chemical waste. This effort by the management is a step toward preserving the environment. In this scenario, Ronth Chemicals is trying to change its _____.

Accepted Answer

A)  brand image 
B)  brand network 
C)  knowledge structure 
D)  knowledge model 
E)  consumer schema 
A)  brand image 
B)  brand network 
C)  knowledge structure 
D)  knowledge model 
E)  consumer schema

Question 14

Briefly explain internal and external retrieval cues with the help of examples.

Accepted Answer

Internal retrieval cues are cues that co

Question 15

Consumers collaborating with companies to shape brand personality and develop new products is referred to as _____.​

Accepted Answer

A)  serial-positioning 
B)  cocreation 
C)  personification 
D)  scripting 
E)  prototyping 
A)  serial-positioning 
B)  cocreation 
C)  personification 
D)  scripting 
E)  prototyping

Question 16

Consumers who consider indulging in a purchase expect to have more positive than negative feelings when a strong justification for the indulgence is lacking.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following statements is true when consumers see one brand alongside a second brand that has a completely different personality?

Accepted Answer

A)  The first brand will simulate more negative reaction than the second brand. 
B)  The second brand will simulate more positive reaction than the first brand. 
C)  The first brand will seem more distinctive than the second brand. 
D)  The first brand's personality will seem to overlap with that of the second brand. 
E)  The second brand will seem more distinctive than the first brand. 
A)  The first brand will simulate more negative reaction than the second brand. 
B)  The second brand will simulate more positive reaction than the first brand. 
C)  The first brand will seem more distinctive than the second brand. 
D)  The first brand's personality will seem to overlap with that of the second brand. 
E)  The second brand will seem more distinctive than the first brand.

Question 18

_____ describes how we organize knowledge in memory.

Accepted Answer

A)  Knowledge content 
B)  Knowledge structure 
C)  Knowledge taxonomy 
D)  Knowledge base 
E)  Knowledge labeling 
A)  Knowledge content 
B)  Knowledge structure 
C)  Knowledge taxonomy 
D)  Knowledge base 
E)  Knowledge labeling

Question 19

Experts' associative networks are more interconnected than the networks of novices.

Accepted Answer

A) True 
 B)False

Question 20

Lavish Homes is a furnishing and home décor store that is suited to people of all classes and tastes. Consumers tend to describe the brand as a down-home, honest, thrifty, helpful, and working-class friendly. In this scenario, the consumers' descriptions reflect the _____.

Accepted Answer

A)  associative schema 
B)  network associativity 
C)  brand's image 
D)  schematic orientation 
E)  brand's personality 
A)  associative schema 
B)  network associativity 
C)  brand's image 
D)  schematic orientation 
E)  brand's personality

Briefly explain the general effects of brand extensions.

The difference between sugar cookies and cinnamon crackers is a fine one. This can be considered a(n) _____ of categorization.

The first or pioneer brand in a category lacks the ability to set a standard against which later brands can be compared.

Which of the following factors affects whether a consumer regards something as a category prototype?

A(n) _____ is a special type of schema that represents knowledge of the sequence of actions involved in performing an activity.

The broadest level of categorization is the subordinate level, where objects share a few associations but also have many different ones.

Unlike taxonomic categories, goal-derived categories exhibit graded structure.

In the context of brand extensions, stretchability of a brand depends on:

Rad visits a posh restaurant while on vacation. He is aware that he will need to be well behaved while he enjoys his dinner. He knows that he will need to wait to be seated, speak in a quiet voice, and leave a tip. These are all parts of Rad's _____ for fine dining.

Concepts connected by weak links are more likely to activate each other than are those connected by strong links.

Briefly discuss how brand images and personalities are protected.

In the context of associative networks, briefly explain spreading of activation with an example.

Ronth Chemicals, a leading chemical manufacturing factory, has taken efforts to minimize disposing of chemical waste. This effort by the management is a step toward preserving the environment. In this scenario, Ronth Chemicals is trying to change its _____.

Briefly explain internal and external retrieval cues with the help of examples.

Consumers collaborating with companies to shape brand personality and develop new products is referred to as _____.

Consumers who consider indulging in a purchase expect to have more positive than negative feelings when a strong justification for the indulgence is lacking.

Which of the following statements is true when consumers see one brand alongside a second brand that has a completely different personality?

_____ describes how we organize knowledge in memory.

Experts' associative networks are more interconnected than the networks of novices.

Lavish Homes is a furnishing and home décor store that is suited to people of all classes and tastes. Consumers tend to describe the brand as a down-home, honest, thrifty, helpful, and working-class friendly. In this scenario, the consumers' descriptions reflect the _____.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters

Exam 4: Memory and Knowledge

Briefly explain the general effects of brand extensions.

The difference between sugar cookies and cinnamon crackers is a fine one. This can be considered a(n) _____ of categorization.

The first or pioneer brand in a category lacks the ability to set a standard against which later brands can be compared.

Which of the following factors affects whether a consumer regards something as a category prototype?

A(n) _____ is a special type of schema that represents knowledge of the sequence of actions involved in performing an activity.

The broadest level of categorization is the subordinate level, where objects share a few associations but also have many different ones.

Unlike taxonomic categories, goal-derived categories exhibit graded structure.

In the context of brand extensions, stretchability of a brand depends on:

Rad visits a posh restaurant while on vacation. He is aware that he will need to be well behaved while he enjoys his dinner. He knows that he will need to wait to be seated, speak in a quiet voice, and leave a tip. These are all parts of Rad's _____ for fine dining.

Concepts connected by weak links are more likely to activate each other than are those connected by strong links.

Briefly discuss how brand images and personalities are protected.

In the context of associative networks, briefly explain spreading of activation with an example.

Ronth Chemicals, a leading chemical manufacturing factory, has taken efforts to minimize disposing of chemical waste. This effort by the management is a step toward preserving the environment. In this scenario, Ronth Chemicals is trying to change its _____.

Briefly explain internal and external retrieval cues with the help of examples.

Consumers collaborating with companies to shape brand personality and develop new products is referred to as _____.​

Consumers who consider indulging in a purchase expect to have more positive than negative feelings when a strong justification for the indulgence is lacking.

Which of the following statements is true when consumers see one brand alongside a second brand that has a completely different personality?

_____ describes how we organize knowledge in memory.

Experts' associative networks are more interconnected than the networks of novices.

Lavish Homes is a furnishing and home décor store that is suited to people of all classes and tastes. Consumers tend to describe the brand as a down-home, honest, thrifty, helpful, and working-class friendly. In this scenario, the consumers' descriptions reflect the _____.

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

From Exposure to Comprehension

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing, Ethics, and Social Responsibility in Today's Consumer Society

Filters

Consumers collaborating with companies to shape brand personality and develop new products is referred to as _____.