Question 1

In the context of brand images and personalities being threatened during a brand crisis, strong prior brand images can act as a _____.

Accepted Answer

A)  disaster revival 
B)  risk-enhancer 
C)  consumer expander 
D)  shock-absorber 
E)  safety mechanism 
A)  disaster revival 
B)  risk-enhancer 
C)  consumer expander 
D)  shock-absorber 
E)  safety mechanism

Question 2

When consumers see one brand alongside a second brand that has a completely different personality, the first will stimulate more negative reaction than if the second brand's personality is similar to that of the first brand.

Accepted Answer

A) True 
 B)False

Question 3

_____ is the portion of memory where incoming information is encoded or interpreted in the context of existing knowledge, and kept available for more processing.​

Accepted Answer

A)  ​Working memory 
B)  ​Dynamic memory 
C)  ​Coded memory 
D)  ​Characteristic memory 
E)  ​Static memory 
A)  ​Working memory 
B)  ​Dynamic memory 
C)  ​Coded memory 
D)  ​Characteristic memory 
E)  ​Static memory

Question 4

_____ describes the different levels of abstractness in the associations that a consumer has about concepts and how the consumer's psychological distance from these concepts influences his or her behavior.

Accepted Answer

A)  Construal level theory 
B)  Fixed point theory 
C)  Adaptation level theory 
D)  Abstract theory 
E)  Bohr's theory 
A)  Construal level theory 
B)  Fixed point theory 
C)  Adaptation level theory 
D)  Abstract theory 
E)  Bohr's theory

Question 5

Consumers appear to more quickly access information about brands they encounter when they are old compared to when they are younger.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is a difference between expert consumers and novices?

Accepted Answer

A)  Expert consumers have more refined taxonomic structure of categories than novices. 
B)  Expert consumers exhibit less flexibility in activating suitable associations than novices. 
C)  Novices have more concrete associations linked to a concept than expert consumers. 
D)  Novices exhibit more flexibility in activating suitable categories than expert consumers. 
E)  Novices have a richer associative network with more associations than expert consumers. 
A)  Expert consumers have more refined taxonomic structure of categories than novices. 
B)  Expert consumers exhibit less flexibility in activating suitable associations than novices. 
C)  Novices have more concrete associations linked to a concept than expert consumers. 
D)  Novices exhibit more flexibility in activating suitable categories than expert consumers. 
E)  Novices have a richer associative network with more associations than expert consumers.

Question 7

In the context of taxonomic categories being structured hierarchically, the finest level of differentiation exists at the _____.

Accepted Answer

A)  basic level 
B)  initial level 
C)  subordinate level 
D)  summarized level 
E)  superordinate level 
A)  basic level 
B)  initial level 
C)  subordinate level 
D)  summarized level 
E)  superordinate level

Question 8

La Malang is a regular food festival which invites chefs from across the world to participate. People come in large numbers to try out the different cuisines. Food stalls during the festival have been classified into categories such as "Starters," "Main Course," and "Desserts." The common characteristics of the dishes have led to this form of a categorization. The various categories in this scenario can be called _____.

Accepted Answer

A)  taxonomic categories 
B)  structural grades 
C)  prototype grades 
D)  objective categories 
E)  hierarchical orientations 
A)  taxonomic categories 
B)  structural grades 
C)  prototype grades 
D)  objective categories 
E)  hierarchical orientations

Question 9

Discuss how associations in schemas are described along different dimensions. Illustrate with an example.

Accepted Answer

Associations in schemas can be described

Question 10

Although objects may belong to very different taxonomic categories, they can be assigned to the same category by consumers if they:

Accepted Answer

A)  serve the same goal. 
B)  are part of different schemas. 
C)  serve similar consumers. 
D)  are broadly classified. 
E)  enhance brand images. 
A)  serve the same goal. 
B)  are part of different schemas. 
C)  serve similar consumers. 
D)  are broadly classified. 
E)  enhance brand images.

Question 11

Which of the following is a concern associated with brand extensions?

Accepted Answer

A)  The brand associations that are transferred to the new product will be too strong. 
B)  Motivation to process the brand image will be too high. 
C)  The creation of a new brand name is impossible. 
D)  The brand schema becomes less coherent and brand's image is diluted. 
E)  Many associations are linked with the original brand name. 
A)  The brand associations that are transferred to the new product will be too strong. 
B)  Motivation to process the brand image will be too high. 
C)  The creation of a new brand name is impossible. 
D)  The brand schema becomes less coherent and brand's image is diluted. 
E)  Many associations are linked with the original brand name.

Question 12

Michael is watching his favorite show on television when an ad catches his attention. He perceives that it is a life insurance commercial. In this scenario, Michael must _____ what he saw to retain information.

Accepted Answer

A)  be aware of 
B)  have a high level of attention for 
C)  comprehend 
D)  visualize 
E)  mentally and emotionally agree to 
A)  be aware of 
B)  have a high level of attention for 
C)  comprehend 
D)  visualize 
E)  mentally and emotionally agree to

Question 13

_____ is the tendency to show greater memory for information that comes first in a sequence.

Accepted Answer

A)  Ascendency 
B)  Recency 
C)  Primacy 
D)  Dormancy 
E)  Occupancy 
A)  Ascendency 
B)  Recency 
C)  Primacy 
D)  Dormancy 
E)  Occupancy

Question 14

_____ reflects the information we have already learned and stored in memory.

Accepted Answer

A)  Knowledge structure 
B)  Knowledge content 
C)  Data mine 
D)  Data mart 
E)  Information schema 
A)  Knowledge structure 
B)  Knowledge content 
C)  Data mine 
D)  Data mart 
E)  Information schema

Question 15

Briefly discuss the fit between a consumer's actual personality and a brand's personality.

Accepted Answer

The fit between a consumer's actual pers

Question 16

Episodic memory tends to be very personal and idiosyncratic because we each have a unique set of experiences.

Accepted Answer

A) True 
 B)False

Question 17

In the context of the hierarchical structure of information stored in memory, which of the following statements is true of people who ignore environmental cues?

Accepted Answer

A)  They do not form general beliefs about product categories. 
B)  They concentrate on information about brand images. 
C)  They tend to integrate pieces of information when storing them. 
D)  They segregate information based on knowledge. 
E)  They store information in a context-specific way. 
A)  They do not form general beliefs about product categories. 
B)  They concentrate on information about brand images. 
C)  They tend to integrate pieces of information when storing them. 
D)  They segregate information based on knowledge. 
E)  They store information in a context-specific way.

Question 18

Andoitine, a leading pharmaceutical company, makes Tonedeep, a medicine widely used for viral infections in children. However, doctors recently discovered that children who took this medicine could develop a serious blood disorder. This has led to Andoitine's recalling their product for further testing. This is an example of Andoitine:

Accepted Answer

A)  reducing clutter for brand image. 
B)  reducing elaboration for a brand. 
C)  protecting its brand image. 
D)  creating a new brand name. 
E)  increasing processing efficiency. 
A)  reducing clutter for brand image. 
B)  reducing elaboration for a brand. 
C)  protecting its brand image. 
D)  creating a new brand name. 
E)  increasing processing efficiency.

Question 19

Explain how goals and their timing influence the content and structure of knowledge within the minds of consumers.

Accepted Answer

Goals and their timing play a significan

Question 20

In a grocery store, the beverages section of the floor contains sub-sections for juices, tea, coffee, and soft drinks. This denotes the usage of _____ within the retail environment.

Accepted Answer

A)  feature displays 
B)  schemas 
C)  correlated attributes 
D)  prototypes 
E)  hierarchical structures 
A)  feature displays 
B)  schemas 
C)  correlated attributes 
D)  prototypes 
E)  hierarchical structures

In the context of brand images and personalities being threatened during a brand crisis, strong prior brand images can act as a _____.

When consumers see one brand alongside a second brand that has a completely different personality, the first will stimulate more negative reaction than if the second brand's personality is similar to that of the first brand.

_____ is the portion of memory where incoming information is encoded or interpreted in the context of existing knowledge, and kept available for more processing.

_____ describes the different levels of abstractness in the associations that a consumer has about concepts and how the consumer's psychological distance from these concepts influences his or her behavior.

Consumers appear to more quickly access information about brands they encounter when they are old compared to when they are younger.

Which of the following is a difference between expert consumers and novices?

In the context of taxonomic categories being structured hierarchically, the finest level of differentiation exists at the _____.

Discuss how associations in schemas are described along different dimensions. Illustrate with an example.

Although objects may belong to very different taxonomic categories, they can be assigned to the same category by consumers if they:

Which of the following is a concern associated with brand extensions?

Michael is watching his favorite show on television when an ad catches his attention. He perceives that it is a life insurance commercial. In this scenario, Michael must _____ what he saw to retain information.

_____ is the tendency to show greater memory for information that comes first in a sequence.

_____ reflects the information we have already learned and stored in memory.

Briefly discuss the fit between a consumer's actual personality and a brand's personality.

Episodic memory tends to be very personal and idiosyncratic because we each have a unique set of experiences.

In the context of the hierarchical structure of information stored in memory, which of the following statements is true of people who ignore environmental cues?

Explain how goals and their timing influence the content and structure of knowledge within the minds of consumers.

In a grocery store, the beverages section of the floor contains sub-sections for juices, tea, coffee, and soft drinks. This denotes the usage of _____ within the retail environment.

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

In the context of brand images and personalities being threatened during a brand crisis, strong prior brand images can act as a _____.

When consumers see one brand alongside a second brand that has a completely different personality, the first will stimulate more negative reaction than if the second brand's personality is similar to that of the first brand.

_____ is the portion of memory where incoming information is encoded or interpreted in the context of existing knowledge, and kept available for more processing.​

_____ describes the different levels of abstractness in the associations that a consumer has about concepts and how the consumer's psychological distance from these concepts influences his or her behavior.

Consumers appear to more quickly access information about brands they encounter when they are old compared to when they are younger.

Which of the following is a difference between expert consumers and novices?

In the context of taxonomic categories being structured hierarchically, the finest level of differentiation exists at the _____.

Discuss how associations in schemas are described along different dimensions. Illustrate with an example.

Although objects may belong to very different taxonomic categories, they can be assigned to the same category by consumers if they:

Which of the following is a concern associated with brand extensions?

Michael is watching his favorite show on television when an ad catches his attention. He perceives that it is a life insurance commercial. In this scenario, Michael must _____ what he saw to retain information.

_____ is the tendency to show greater memory for information that comes first in a sequence.

_____ reflects the information we have already learned and stored in memory.

Briefly discuss the fit between a consumer's actual personality and a brand's personality.

Episodic memory tends to be very personal and idiosyncratic because we each have a unique set of experiences.

In the context of the hierarchical structure of information stored in memory, which of the following statements is true of people who ignore environmental cues?

Explain how goals and their timing influence the content and structure of knowledge within the minds of consumers.

In a grocery store, the beverages section of the floor contains sub-sections for juices, tea, coffee, and soft drinks. This denotes the usage of _____ within the retail environment.

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

_____ is the portion of memory where incoming information is encoded or interpreted in the context of existing knowledge, and kept available for more processing.