Question 1

Car ads featuring attractive women have been found to be effective because the woman is:

Accepted Answer

A)  modelling. 
B)  masking other effects. 
C)  vicarious. 
D)  a trigger feature. 
A)  modelling. 
B)  masking other effects. 
C)  vicarious. 
D)  a trigger feature.

Question 2

According to the information-processing perspective, an attentional gate:

Accepted Answer

A)  bridges access from the external world to the sensory memory, the first level of attention. 
B)  connects the episodic memory to the "storehouse" of flashbulb memory. 
C)  links sensory memory to long-term memory. 
D)  links sensory memory to short-term memory. 
A)  bridges access from the external world to the sensory memory, the first level of attention. 
B)  connects the episodic memory to the "storehouse" of flashbulb memory. 
C)  links sensory memory to long-term memory. 
D)  links sensory memory to short-term memory.

Question 3

What are the four conditions of observational learning?

Accepted Answer

1) The consumer's attention must be dire

Question 4

Contemporary research assumes that the mind processes, stores, and recalls some data in ways similar to a computer.

Accepted Answer

A) True 
 B)False

Question 5

Deliteful Donuts mentions its main competitor in its ads. This can result in:

Accepted Answer

A)  recognition and recall. 
B)  poorer recall for its own brand. 
C)  improving the recall of the other brand. 
D)  the von Restorff effect. 
A)  recognition and recall. 
B)  poorer recall for its own brand. 
C)  improving the recall of the other brand. 
D)  the von Restorff effect.

Question 6

Measuring memory for marketing stimuli is often difficult. Discuss the differences between recognition and recall. Give examples of methods for testing each form. Which one is thought to be the more reliable measure of memory?

Accepted Answer

Two basic measures of impact are recogni

Question 7

When Greg thinks of soft drinks he immediately thinks of Coca-Cola. For Greg, Coca-Cola is a ________ brand.

Accepted Answer

A)  spontaneous 
B)  state-dependent 
C)  triggered 
D)  salient 
A)  spontaneous 
B)  state-dependent 
C)  triggered 
D)  salient

Question 8

Learning is a process that refers to a relatively permanent change in behaviour. What causes learning?

Accepted Answer

Either real or virtual experience causes

Question 9

Cognitive learning theory stresses the importance of mental processes and the role of:

Accepted Answer

A)  interference. 
B)  decay. 
C)  creativity. 
D)  IQ. 
A)  interference. 
B)  decay. 
C)  creativity. 
D)  IQ.

Question 10

Give examples of two ways in which marketers use stimulus generalization.

Accepted Answer

May vary depending on which ex

Question 11

The belief that if you gamble long enough (e.g., on a slot machine), you will eventually win, shows an understanding of which type of reinforcement scheduling?

Accepted Answer

A)  fixed-interval 
B)  fixed-ratio 
C)  variable-interval 
D)  variable-ratio 
A)  fixed-interval 
B)  fixed-ratio 
C)  variable-interval 
D)  variable-ratio

Question 12

________ is the process of acquiring information and storing it over time so that it will be available when needed.

Accepted Answer

A)  Learning 
B)  Memory 
C)  Perception 
D)  Motivation 
A)  Learning 
B)  Memory 
C)  Perception 
D)  Motivation

Question 13

Perfume ads often show women getting attention and receiving compliments, apparently because of the perfume they are wearing. Jennifer figured out that she was likely to get similar attention if she acted in a similar manner as the women in the ads and used that perfume. In what learning process is Jennifer engaging and will it be effective?

Accepted Answer

This is an example of observational lear

Question 14

With respect to pictorial versus verbal cues, is one picture worth a thousand words? What does available data tell us?

Accepted Answer

A)  Verbal and pictorial cues are basically equal. 
B)  Verbal cues are stronger over time. 
C)  Information presented in picture form is more likely to be recognized later. 
D)  Information presented in verbal form is more likely to be recognized later. 
A)  Verbal and pictorial cues are basically equal. 
B)  Verbal cues are stronger over time. 
C)  Information presented in picture form is more likely to be recognized later. 
D)  Information presented in verbal form is more likely to be recognized later.

Question 15

The Kraft Heinz Company markets different food products such as ketchup, pickles, and mustard, all using the Heinz brand name. This is known as:

Accepted Answer

A)  family branding. 
B)  synchronous branding. 
C)  common branding. 
D)  differentiated branding. 
A)  family branding. 
B)  synchronous branding. 
C)  common branding. 
D)  differentiated branding.

Question 16

Frequency marketing reinforces the behaviour of regular purchasers by giving them prizes:

Accepted Answer

A)  with values that increase along with the amount purchased. 
B)  once they have reached the right frequency of purchase. 
C)  on a variable ratio of reinforcement. 
D)  with a fixed-interval reinforcement. 
A)  with values that increase along with the amount purchased. 
B)  once they have reached the right frequency of purchase. 
C)  on a variable ratio of reinforcement. 
D)  with a fixed-interval reinforcement.

Question 17

Individual cognitive or physiological factors are responsible for some of the differences in retrieval ability among people.

Accepted Answer

A) True 
 B)False

Question 18

During the first three months after their launch of a new peanut butter product, a company uses a successive series of techniques such as give-aways, supermarket demonstration and tastings, and finally coupons for 15 percent off the retail price. This is illustrative of a process called:

Accepted Answer

A)  stimulus reward. 
B)  shaping. 
C)  negative reinforcement. 
D)  cognitive awareness. 
A)  stimulus reward. 
B)  shaping. 
C)  negative reinforcement. 
D)  cognitive awareness.

Question 19

Combining small pieces of information into larger ones to help in processing is called:

Accepted Answer

A)  collapsing. 
B)  chunking. 
C)  elaborative rehearsing. 
D)  retrieving evoked set. 
A)  collapsing. 
B)  chunking. 
C)  elaborative rehearsing. 
D)  retrieving evoked set.

Question 20

The Campbell Soup Company recently started using "the Campbell Kids" again in their ads. They and other companies doing similar revivals of past imagery reflect the power of:

Accepted Answer

A)  nostalgia. 
B)  the "wonder years" effect. 
C)  persuasive embed. 
D)  recognition. 
A)  nostalgia. 
B)  the "wonder years" effect. 
C)  persuasive embed. 
D)  recognition.

Car ads featuring attractive women have been found to be effective because the woman is:

According to the information-processing perspective, an attentional gate:

What are the four conditions of observational learning?

Contemporary research assumes that the mind processes, stores, and recalls some data in ways similar to a computer.

Deliteful Donuts mentions its main competitor in its ads. This can result in:

Measuring memory for marketing stimuli is often difficult. Discuss the differences between recognition and recall. Give examples of methods for testing each form. Which one is thought to be the more reliable measure of memory?

When Greg thinks of soft drinks he immediately thinks of Coca-Cola. For Greg, Coca-Cola is a ________ brand.

Learning is a process that refers to a relatively permanent change in behaviour. What causes learning?

Cognitive learning theory stresses the importance of mental processes and the role of:

Give examples of two ways in which marketers use stimulus generalization.

The belief that if you gamble long enough (e.g., on a slot machine), you will eventually win, shows an understanding of which type of reinforcement scheduling?

________ is the process of acquiring information and storing it over time so that it will be available when needed.

With respect to pictorial versus verbal cues, is one picture worth a thousand words? What does available data tell us?

The Kraft Heinz Company markets different food products such as ketchup, pickles, and mustard, all using the Heinz brand name. This is known as:

Frequency marketing reinforces the behaviour of regular purchasers by giving them prizes:

Individual cognitive or physiological factors are responsible for some of the differences in retrieval ability among people.

During the first three months after their launch of a new peanut butter product, a company uses a successive series of techniques such as give-aways, supermarket demonstration and tastings, and finally coupons for 15 percent off the retail price. This is illustrative of a process called:

Combining small pieces of information into larger ones to help in processing is called:

The Campbell Soup Company recently started using "the Campbell Kids" again in their ads. They and other companies doing similar revivals of past imagery reflect the power of:

An Introduction to Consumer Behaviour

Perception

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 3: Learning and Memory

Car ads featuring attractive women have been found to be effective because the woman is:

According to the information-processing perspective, an attentional gate:

What are the four conditions of observational learning?

Contemporary research assumes that the mind processes, stores, and recalls some data in ways similar to a computer.

Deliteful Donuts mentions its main competitor in its ads. This can result in:

Measuring memory for marketing stimuli is often difficult. Discuss the differences between recognition and recall. Give examples of methods for testing each form. Which one is thought to be the more reliable measure of memory?

When Greg thinks of soft drinks he immediately thinks of Coca-Cola. For Greg, Coca-Cola is a ________ brand.

Learning is a process that refers to a relatively permanent change in behaviour. What causes learning?

Cognitive learning theory stresses the importance of mental processes and the role of:

Give examples of two ways in which marketers use stimulus generalization.

The belief that if you gamble long enough (e.g., on a slot machine), you will eventually win, shows an understanding of which type of reinforcement scheduling?

________ is the process of acquiring information and storing it over time so that it will be available when needed.

With respect to pictorial versus verbal cues, is one picture worth a thousand words? What does available data tell us?

The Kraft Heinz Company markets different food products such as ketchup, pickles, and mustard, all using the Heinz brand name. This is known as:

Frequency marketing reinforces the behaviour of regular purchasers by giving them prizes:

Individual cognitive or physiological factors are responsible for some of the differences in retrieval ability among people.

During the first three months after their launch of a new peanut butter product, a company uses a successive series of techniques such as give-aways, supermarket demonstration and tastings, and finally coupons for 15 percent off the retail price. This is illustrative of a process called:

Combining small pieces of information into larger ones to help in processing is called:

The Campbell Soup Company recently started using "the Campbell Kids" again in their ads. They and other companies doing similar revivals of past imagery reflect the power of:

An Introduction to Consumer Behaviour

Perception

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters