Exam 4: Memory and Knowledge

In the context of retail merchandising, when products are organized according to benefit, consumers will perceive individual products in each category to be _____.

In the context of associative networks, briefly explain correlated associations.

In a progression from the superordinate to the basic to the subordinate levels, _____.

Joos Up, a leading soft drink company, recently launched several energizing drinks for young people. If a consumer's _____ of Joos Up is favorable, it may include such associations as "tastes great" and "boosts me up."

Working memory is where most of the conscious information processing takes place.

In the context of the hierarchically structured taxonomic categories, the superordinate level is the _____ of categorization.

In the context of retrieval failures, briefly explain primacy and recency effects.

The fact that taxonomic category members vary in how well they are perceived to represent a category illustrates the principle of _____.

In the context of retrieval of information from memory, briefly explain dual coding.

Explain the various factors that affect whether a consumer regards something as a category prototype.

Positioning close to the prototype can be an effective way to differentiate a brand.

Briefly explain taxonomic category structures.

In the context of the associations in schemas, which of the following is a dimension that is crucial to building and maintaining strong brands?

Which of the following is a factor that affects whether a consumer regards something as a category prototype?

One of the effective ways to differentiate a brand from other brands is to:

_____ is the extent to which category members are considered to be representative of a category.

Which of the following statements is true of firms with an "exciting" brand personality?

Identito Foods, a leading snack food brand, believes in delivering food products that are tasty and healthy. However, the marketing professionals at Identito Foods notice that it is difficult to convince consumers that their products taste good and are healthy at the same time. This scenario demonstrates an instance where consumers look at healthy food and lack of taste as _____.

Brands viewed as the best examples of a product category are called _____.

Discuss how a consumers' mood and expertise can affect retrieval of information from memory.