Question 1

____ is information we have already learned and stored in memory.

Accepted Answer

A)  Knowledge structure 
B)  Knowledge content 
C)  Elaboration 
D)  Categorization 
E)  Cognitive attention 
A)  Knowledge structure 
B)  Knowledge content 
C)  Elaboration 
D)  Categorization 
E)  Cognitive attention

Question 2

Consumers typically categorize objects at the

Accepted Answer

A)  subordinate level. 
B)  basic level. 
C)  superior level. 
D)  taxonomic level. 
E)  superordinate level. 
A)  subordinate level. 
B)  basic level. 
C)  superior level. 
D)  taxonomic level. 
E)  superordinate level.

Question 3

Toyota sponsors the National Hot Rod Association and its series of automobile races.By associating its name with the NHRA,Toyota is trying to

Accepted Answer

A)  maintain consumers' schema for automobile racing. 
B)  maintain consumers' schema for NHRA. 
C)  promote Toyota's existing brand personality. 
D)  disassociate an image of American auto-racing. 
E)  None of these choices are correct. 
A)  maintain consumers' schema for automobile racing. 
B)  maintain consumers' schema for NHRA. 
C)  promote Toyota's existing brand personality. 
D)  disassociate an image of American auto-racing. 
E)  None of these choices are correct.

Question 4

According to categorization theory,prototype is an experimental product that is tested in the market.

Accepted Answer

A) True 
 B)False

Question 5

Members of goal-derived categories may actually be a reflection of the set of objects that

Accepted Answer

A)  are recalled. 
B)  are recognized. 
C)  consumers choose from when making consumption decisions. 
D)  are prototypes. 
E)  are hierarchical in nature and affect our consumption decisions in the same way. 
A)  are recalled. 
B)  are recognized. 
C)  consumers choose from when making consumption decisions. 
D)  are prototypes. 
E)  are hierarchical in nature and affect our consumption decisions in the same way.

Question 6

As we move from superordinate to subordinate levels,

Accepted Answer

A)  more attributes are used to describe the objects. 
B)  fewer attributes are used to describe the objects. 
C)  the associations become simpler. 
D)  the cognitive structure becomes simpler. 
E)  the associations become weaker. 
A)  more attributes are used to describe the objects. 
B)  fewer attributes are used to describe the objects. 
C)  the associations become simpler. 
D)  the cognitive structure becomes simpler. 
E)  the associations become weaker.

Question 7

Category members vary in how well they represent a category.This is known as

Accepted Answer

A)  taxonomic categorization. 
B)  representative heuristic. 
C)  graded structure. 
D)  affective structure. 
E)  cognitive structure. 
A)  taxonomic categorization. 
B)  representative heuristic. 
C)  graded structure. 
D)  affective structure. 
E)  cognitive structure.

Question 8

We might always retrieve the association of "Golden Arches" when we hear the McDonald's name.The association that "McDonald's works to make its packaging environmentally friendly" may only be retrieved if someone starts talking about the environment.This is best thought of as an example of associations linked with a schema that vary due to

Accepted Answer

A)  uniqueness. 
B)  favorability. 
C)  perceptions. 
D)  size. 
E)  salience. 
A)  uniqueness. 
B)  favorability. 
C)  perceptions. 
D)  size. 
E)  salience.

Question 9

When the goal is to appeal to a broad segment of consumers,one strategy is for a company entering a product category to

Accepted Answer

A)  position the brand separately from the other brands. 
B)  position the brand close to the category prototype. 
C)  increase the number of associations with the product category. 
D)  change the brand name. 
E)  create an entirely new set of associations for the brand. 
A)  position the brand separately from the other brands. 
B)  position the brand close to the category prototype. 
C)  increase the number of associations with the product category. 
D)  change the brand name. 
E)  create an entirely new set of associations for the brand.

Question 10

Michael paid attention to an ad and perceived that it was a life insurance commercial.He 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)  feel for 
A)  be aware of 
B)  have a high level of attention for 
C)  comprehend 
D)  visualize 
E)  feel for

Question 11

The difference between diet and nondiet soft drinks is a fine one.This can be considered a(n)____ level of categorization.

Accepted Answer

A)  overarching 
B)  basic 
C)  exemplary 
D)  superordinate 
E)  subordinate 
A)  overarching 
B)  basic 
C)  exemplary 
D)  superordinate 
E)  subordinate

Question 12

It is difficult for manufacturers of healthy food to convince consumers that their products taste good because healthy food and lack of taste are

Accepted Answer

A)  prototypes. 
B)  exemplars. 
C)  correlated attributes. 
D)  line extensions. 
E)  loss leaders. 
A)  prototypes. 
B)  exemplars. 
C)  correlated attributes. 
D)  line extensions. 
E)  loss leaders.

Question 13

If marketers of furniture categorize their brand as a recliner,but Austin wants a sofa,he may not think of this brand to suit his needs because

Accepted Answer

A)  it is categorized in such a way that it will be not part of his consideration and choice. 
B)  it is categorized in such a way that the scheme is too elaborate. 
C)  it is categorized in such a way that he would not be satisfying to Buddy. 
D)  the categorization makes it difficult for Buddy to comprehend. 
E)  Buddy has not developed a category for this brand. 
A)  it is categorized in such a way that it will be not part of his consideration and choice. 
B)  it is categorized in such a way that the scheme is too elaborate. 
C)  it is categorized in such a way that he would not be satisfying to Buddy. 
D)  the categorization makes it difficult for Buddy to comprehend. 
E)  Buddy has not developed a category for this brand.

Question 14

Goals and their timing influence

Accepted Answer

A)  corporate brand extension. 
B)  the content and structure of knowledge within consumers' minds. 
C)  future reflections on past consumer behavior in that product category. 
D)  how disassociations are correlated in consumers' memory. 
E)  group decision making. 
A)  corporate brand extension. 
B)  the content and structure of knowledge within consumers' minds. 
C)  future reflections on past consumer behavior in that product category. 
D)  how disassociations are correlated in consumers' memory. 
E)  group decision making.

Question 15

Bose originally had difficulty in convincing consumers that they manufactured a high quality sound system because consumers thought only large speakers could product high quality sound.Bose had to change consumers'

Accepted Answer

A)  stereotypes. 
B)  assimilated associations. 
C)  correlated attributes. 
D)  infernal inferences. 
E)  salient attributes. 
A)  stereotypes. 
B)  assimilated associations. 
C)  correlated attributes. 
D)  infernal inferences. 
E)  salient attributes.

Question 16

Originally the brand name Mountain Dew referred to illegally produced alcohol (moonshine)and their ads depicted "Willie the Hillbilly" exclaiming "Yahoo,Mountain Dew." Now Mountain Dew's ad feature actors participating in extreme sports.This is an example of repositioning a brand by changing consumers'

Accepted Answer

A)  schema for the brand. 
B)  graded structures. 
C)  product prototypes. 
D)  objective comprehension. 
E)  implicit memory. 
A)  schema for the brand. 
B)  graded structures. 
C)  product prototypes. 
D)  objective comprehension. 
E)  implicit memory.

Question 17

Describe a brand that has a personality matching each of the personality types in the framework.Why are these brand personalities important?

Accepted Answer

The brand that has a personality matchin

Question 18

Tyler is trying to decide where to go to lunch in 15 minutes.His choice will probably be based on a high level of construal.

Accepted Answer

A) True 
 B)False

Question 19

Although objects may have very different features,they can be assigned to the same category by individuals if

Accepted Answer

A)  they serve the same consumer goals. 
B)  they are part of different but interesting schemas. 
C)  they are in the same taxonomic category. 
D)  some are in basic and some are in superordinate categories. 
E)  all are in superordinate categories. 
A)  they serve the same consumer goals. 
B)  they are part of different but interesting schemas. 
C)  they are in the same taxonomic category. 
D)  some are in basic and some are in superordinate categories. 
E)  all are in superordinate categories.

Question 20

Brawny paper towels introduced a "Brawny Man" who is the epitome of the strong,sensitive,caring,gentle,thoughtful man.Through this character,Brawny is trying to establish a(n)

Accepted Answer

A)  cognitive schema. 
B)  brand personality. 
C)  affect-driven schema. 
D)  brand extension. 
E)  brand cognition. 
A)  cognitive schema. 
B)  brand personality. 
C)  affect-driven schema. 
D)  brand extension. 
E)  brand cognition.

____ is information we have already learned and stored in memory.

Consumers typically categorize objects at the

Toyota sponsors the National Hot Rod Association and its series of automobile races.By associating its name with the NHRA,Toyota is trying to

According to categorization theory,prototype is an experimental product that is tested in the market.

Members of goal-derived categories may actually be a reflection of the set of objects that

As we move from superordinate to subordinate levels,

Category members vary in how well they represent a category.This is known as

When the goal is to appeal to a broad segment of consumers,one strategy is for a company entering a product category to

Michael paid attention to an ad and perceived that it was a life insurance commercial.He must ____ what he saw to retain information.

The difference between diet and nondiet soft drinks is a fine one.This can be considered a(n)____ level of categorization.

It is difficult for manufacturers of healthy food to convince consumers that their products taste good because healthy food and lack of taste are

If marketers of furniture categorize their brand as a recliner,but Austin wants a sofa,he may not think of this brand to suit his needs because

Goals and their timing influence

Bose originally had difficulty in convincing consumers that they manufactured a high quality sound system because consumers thought only large speakers could product high quality sound.Bose had to change consumers'

Describe a brand that has a personality matching each of the personality types in the framework.Why are these brand personalities important?

Tyler is trying to decide where to go to lunch in 15 minutes.His choice will probably be based on a high level of construal.

Although objects may have very different features,they can be assigned to the same category by individuals if

Brawny paper towels introduced a "Brawny Man" who is the epitome of the strong,sensitive,caring,gentle,thoughtful man.Through this character,Brawny is trying to establish a(n)

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

____ is information we have already learned and stored in memory.

Consumers typically categorize objects at the

Toyota sponsors the National Hot Rod Association and its series of automobile races.By associating its name with the NHRA,Toyota is trying to

According to categorization theory,prototype is an experimental product that is tested in the market.

Members of goal-derived categories may actually be a reflection of the set of objects that

As we move from superordinate to subordinate levels,

Category members vary in how well they represent a category.This is known as

When the goal is to appeal to a broad segment of consumers,one strategy is for a company entering a product category to

Michael paid attention to an ad and perceived that it was a life insurance commercial.He must ____ what he saw to retain information.

The difference between diet and nondiet soft drinks is a fine one.This can be considered a(n)____ level of categorization.

It is difficult for manufacturers of healthy food to convince consumers that their products taste good because healthy food and lack of taste are

If marketers of furniture categorize their brand as a recliner,but Austin wants a sofa,he may not think of this brand to suit his needs because

Goals and their timing influence

Bose originally had difficulty in convincing consumers that they manufactured a high quality sound system because consumers thought only large speakers could product high quality sound.Bose had to change consumers'

Describe a brand that has a personality matching each of the personality types in the framework.Why are these brand personalities important?

Tyler is trying to decide where to go to lunch in 15 minutes.His choice will probably be based on a high level of construal.

Although objects may have very different features,they can be assigned to the same category by individuals if

Brawny paper towels introduced a "Brawny Man" who is the epitome of the strong,sensitive,caring,gentle,thoughtful man.Through this character,Brawny is trying to establish a(n)

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