Question 1

Marketers must create schemas when products are

Accepted Answer

A)  simplistic. 
B)  complicated. 
C)  new. 
D)  too elaborate. 
E)  extended. 
A)  simplistic. 
B)  complicated. 
C)  new. 
D)  too elaborate. 
E)  extended.

Question 2

An important consequence of brand extensions is that consumers often

Accepted Answer

A)  diminish their set of associations with the new product. 
B)  develop a lower set of expectations for the new product due to the associations they carried from the original product. 
C)  are able to create an entirely new brand personality. 
D)  are able to create an entirely new brand image that is different from the image of the original product. 
E)  transfer associations and affect from the original brand schema to the brand extension. 
A)  diminish their set of associations with the new product. 
B)  develop a lower set of expectations for the new product due to the associations they carried from the original product. 
C)  are able to create an entirely new brand personality. 
D)  are able to create an entirely new brand image that is different from the image of the original product. 
E)  transfer associations and affect from the original brand schema to the brand extension.

Question 3

Home Depot is personified as a down-home,honest,thrifty,helpful,working-class man.This is an example of a(n)

Accepted Answer

A)  personality schema. 
B)  product category schema. 
C)  cognitive schema. 
D)  affective personal schema. 
E)  brand personality. 
A)  personality schema. 
B)  product category schema. 
C)  cognitive schema. 
D)  affective personal schema. 
E)  brand personality.

Question 4

Two factors that would determine whether something is regarded as a prototypical category include the frequency with which an object is encountered as a category member and

Accepted Answer

A)  solid association content. 
B)  type of schema. 
C)  hierarchically graded structure. 
D)  schematic extensions. 
E)  shared associations. 
A)  solid association content. 
B)  type of schema. 
C)  hierarchically graded structure. 
D)  schematic extensions. 
E)  shared associations.

Question 5

The brand personality framework includes all of the following personality types except

Accepted Answer

A)  sincerity. 
B)  excitement. 
C)  competence. 
D)  sophistication. 
E)  authentic. 
A)  sincerity. 
B)  excitement. 
C)  competence. 
D)  sophistication. 
E)  authentic.

Question 6

Categorization can be an advantage for marketers when it

Accepted Answer

A)  labels an object. 
B)  is fast. 
C)  is complex. 
D)  is high-end. 
E)  global. 
A)  labels an object. 
B)  is fast. 
C)  is complex. 
D)  is high-end. 
E)  global.

Question 7

A brand image represents all associations linked to the brand's schema.

Accepted Answer

A) True 
 B)False

Question 8

How are goal-derived categories different from taxonomic categories?

Accepted Answer

Goal-derived categories and taxonomic ca

Question 9

Experts may base category membership on ____,whereas nonexperts may base category membership on ____.

Accepted Answer

A)  benefits / attributes or similarity in appearance 
B)  attributes or similarity in appearance / benefits 
C)  attributes or similarity in appearance / recall 
D)  attributes or similarity in appearance / goals 
E)  recall / goals 
A)  benefits / attributes or similarity in appearance 
B)  attributes or similarity in appearance / benefits 
C)  attributes or similarity in appearance / recall 
D)  attributes or similarity in appearance / goals 
E)  recall / goals

Question 10

The frequency with which an object is encountered as a category member,such as Coca-Cola as a cola,often makes it a

Accepted Answer

A)  prototype. 
B)  taxonomic representative. 
C)  category ideal. 
D)  premium brand. 
E)  maxima. 
A)  prototype. 
B)  taxonomic representative. 
C)  category ideal. 
D)  premium brand. 
E)  maxima.

Question 11

A danger of too many brand extensions is that

Accepted Answer

A)  the associations that are transferred to the new product will be too strong. 
B)  motivation to process the brand image will be too high. 
C)  it will be impossible to create a new brand name. 
D)  it can dilute, not elaborate, the original brand image. 
E)  there will be too many associations linked with the original brand name. 
A)  the associations that are transferred to the new product will be too strong. 
B)  motivation to process the brand image will be too high. 
C)  it will be impossible to create a new brand name. 
D)  it can dilute, not elaborate, the original brand image. 
E)  there will be too many associations linked with the original brand name.

Question 12

Realistic imagery can improve consumer satisfaction.

Accepted Answer

A) True 
 B)False

Question 13

Several factors affect whether something is regarded as a prototypical category member.Describe these factors.

Accepted Answer

Several factors affect whether something

Question 14

Consumers' mood and expertise does not affect retrieval in memory.

Accepted Answer

A) True 
 B)False

Question 15

What are the strategy implications of knowing which product is the prototype within a product category?

Accepted Answer

Understanding which product serves as th

Question 16

Scripts are best at helping marketers to better understand how consumers

Accepted Answer

A)  process information at one point in time. 
B)  remember information at one point in time. 
C)  buy and use an offering. 
D)  feel about an brand. 
E)  feel about an ad. 
A)  process information at one point in time. 
B)  remember information at one point in time. 
C)  buy and use an offering. 
D)  feel about an brand. 
E)  feel about an ad.

Question 17

A brand image is a(n)

Accepted Answer

A)  neural impression of the sound or visual part of a brand and logo. 
B)  subschema of brand equity relevant to products and services. 
C)  cognition of brand icons and spokespersons. 
D)  overview of all of the advertising campaigns and marketing efforts in the consumer's mind for that brand relevant to its competitors 
E)  specific type of schema that captures what a brand stands for and how favorably it is viewed. 
A)  neural impression of the sound or visual part of a brand and logo. 
B)  subschema of brand equity relevant to products and services. 
C)  cognition of brand icons and spokespersons. 
D)  overview of all of the advertising campaigns and marketing efforts in the consumer's mind for that brand relevant to its competitors 
E)  specific type of schema that captures what a brand stands for and how favorably it is viewed.

Question 18

A brand image is a specific type of

Accepted Answer

A)  semantic network. 
B)  schema. 
C)  logo. 
D)  campaign. 
E)  prototype. 
A)  semantic network. 
B)  schema. 
C)  logo. 
D)  campaign. 
E)  prototype.

Question 19

Consumers that have a strong positive image of a brand prior to the brand suffering a crisis were likely to suffer more image damage then a brand where consumers had a negative image association.

Accepted Answer

A) True 
 B)False

Question 20

A brand extension can cause confusion about what the brand stands for.

Accepted Answer

A) True 
 B)False

Marketers must create schemas when products are

An important consequence of brand extensions is that consumers often

Home Depot is personified as a down-home,honest,thrifty,helpful,working-class man.This is an example of a(n)

Two factors that would determine whether something is regarded as a prototypical category include the frequency with which an object is encountered as a category member and

The brand personality framework includes all of the following personality types except

Categorization can be an advantage for marketers when it

A brand image represents all associations linked to the brand's schema.

How are goal-derived categories different from taxonomic categories?

Experts may base category membership on ,whereas nonexperts may base category membership on .

The frequency with which an object is encountered as a category member,such as Coca-Cola as a cola,often makes it a

A danger of too many brand extensions is that

Realistic imagery can improve consumer satisfaction.

Several factors affect whether something is regarded as a prototypical category member.Describe these factors.

Consumers' mood and expertise does not affect retrieval in memory.

What are the strategy implications of knowing which product is the prototype within a product category?

Scripts are best at helping marketers to better understand how consumers

A brand image is a(n)

A brand image is a specific type of

Consumers that have a strong positive image of a brand prior to the brand suffering a crisis were likely to suffer more image damage then a brand where consumers had a negative image association.

A brand extension can cause confusion about what the brand stands for.

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

Marketers must create schemas when products are

An important consequence of brand extensions is that consumers often

Home Depot is personified as a down-home,honest,thrifty,helpful,working-class man.This is an example of a(n)

Two factors that would determine whether something is regarded as a prototypical category include the frequency with which an object is encountered as a category member and

The brand personality framework includes all of the following personality types except

Categorization can be an advantage for marketers when it

A brand image represents all associations linked to the brand's schema.

How are goal-derived categories different from taxonomic categories?

Experts may base category membership on ____,whereas nonexperts may base category membership on ____.

The frequency with which an object is encountered as a category member,such as Coca-Cola as a cola,often makes it a

A danger of too many brand extensions is that

Realistic imagery can improve consumer satisfaction.

Several factors affect whether something is regarded as a prototypical category member.Describe these factors.

Consumers' mood and expertise does not affect retrieval in memory.

What are the strategy implications of knowing which product is the prototype within a product category?

Scripts are best at helping marketers to better understand how consumers

A brand image is a(n)

A brand image is a specific type of

Consumers that have a strong positive image of a brand prior to the brand suffering a crisis were likely to suffer more image damage then a brand where consumers had a negative image association.

A brand extension can cause confusion about what the brand stands for.

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

Experts may base category membership on ,whereas nonexperts may base category membership on .