Question 1

The superordinate level is the ____ level of categorization in a hierarchical structure.

Accepted Answer

A)  most specific 
B)  subordinate 
C)  superior 
D)  taxonomic 
E)  broadest 
A)  most specific 
B)  subordinate 
C)  superior 
D)  taxonomic 
E)  broadest

Question 2

A schema is a set of associations linked to a concept.

Accepted Answer

A) True 
 B)False

Question 3

A schema for ourselves is known as a

Accepted Answer

A)  human brand image. 
B)  personality-schema. 
C)  self-schema. 
D)  schematic self. 
E)  personality-image. 
A)  human brand image. 
B)  personality-schema. 
C)  self-schema. 
D)  schematic self. 
E)  personality-image.

Question 4

Marketers can position a company,product,brand,store,or service as different from others by creating associations that are

Accepted Answer

A)  soothing and relaxing. 
B)  exciting and thought provoking. 
C)  unique to the entity and salient. 
D)  similar in content to the object in different product or store categories. 
E)  customized to each individual. 
A)  soothing and relaxing. 
B)  exciting and thought provoking. 
C)  unique to the entity and salient. 
D)  similar in content to the object in different product or store categories. 
E)  customized to each individual.

Question 5

Whether consumers categorize tablets as computers,telecommunications equipment,or consumer electronics will affect

Accepted Answer

A)  how they are positioned and define their competition. 
B)  memory for the product. 
C)  the level of brand loyalty. 
D)  the level of brand awareness. 
E)  disposal of the product. 
A)  how they are positioned and define their competition. 
B)  memory for the product. 
C)  the level of brand loyalty. 
D)  the level of brand awareness. 
E)  disposal of the product.

Question 6

Joshua likes ice cream a lot,likes cake somewhat,but does not like cookies at all.This is an example of schemas that vary by

Accepted Answer

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

Question 7

According to the introduction,Apple has had the same logo design from its inception.

Accepted Answer

A) True 
 B)False

Question 8

Seeing a Mini Cooper car with a spoiler and racing stripes might prompt elaboration because we are more motivated to process information that

Accepted Answer

A)  we have distaste for. 
B)  we have trouble categorizing. 
C)  includes a brand name. 
D)  includes too much visual stimuli. 
E)  has too many different segments. 
A)  we have distaste for. 
B)  we have trouble categorizing. 
C)  includes a brand name. 
D)  includes too much visual stimuli. 
E)  has too many different segments.

Question 9

Correlated associations note that when an associative network contains attributes that are linked in the consumer's mind,these attributes are correlated.

Accepted Answer

A) True 
 B)False

Question 10

You have just been assigned as product manager for a new widget that has been developed.Why would creating a schema for this widget be important? What are some factors that need to be considered?

Accepted Answer

Creating a schema for the new widget is

Question 11

If our ____ of Coke is favorable,it may include such associations as "tastes great" and "picks me up."

Accepted Answer

A)  subschema 
B)  product category schema 
C)  cognition 
D)  brand image 
E)  subcognition 
A)  subschema 
B)  product category schema 
C)  cognition 
D)  brand image 
E)  subcognition

Question 12

The feminine personality of Whirlpool helps identify which styles and colors will be most appealing to buyers.The company now uses female voice-overs in its ads to align the advertising with the brand's personality more closely.This is an example of a company

Accepted Answer

A)  adding a brand extension. 
B)  adding a line extension. 
C)  creating a new brand image. 
D)  extending associations that are linked with the brand. 
E)  elaborating on a brand personality. 
A)  adding a brand extension. 
B)  adding a line extension. 
C)  creating a new brand image. 
D)  extending associations that are linked with the brand. 
E)  elaborating on a brand personality.

Question 13

____ is an effect that shows greater memory for information coming first in sequence.

Accepted Answer

A)  first-order 
B)  halo 
C)  primacy 
D)  introductory 
E)  recall 
A)  first-order 
B)  halo 
C)  primacy 
D)  introductory 
E)  recall

Question 14

Why and how would marketers need to change,rather than elaborate,on a schema?

Accepted Answer

Marketers often need to adapt or change

Question 15

Compare and contrast the ways in which the information in taxonomic categories can be structured.Give examples of each.

Accepted Answer

Taxonomic categories can be structured i

Question 16

____ is the way in which knowledge is organized.

Accepted Answer

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

Question 17

How can marketers use brand extensions? Give an example.

Accepted Answer

Marketers can use brand extensions as a

Question 18

Messages processed discursively tend to be better remembered than those processed through imagery.

Accepted Answer

A) True 
 B)False

Question 19

Working memory particularly is based on imagery processing.

Accepted Answer

A) True 
 B)False

The superordinate level is the ____ level of categorization in a hierarchical structure.

A schema is a set of associations linked to a concept.

A schema for ourselves is known as a

Marketers can position a company,product,brand,store,or service as different from others by creating associations that are

Whether consumers categorize tablets as computers,telecommunications equipment,or consumer electronics will affect

Joshua likes ice cream a lot,likes cake somewhat,but does not like cookies at all.This is an example of schemas that vary by

According to the introduction,Apple has had the same logo design from its inception.

Seeing a Mini Cooper car with a spoiler and racing stripes might prompt elaboration because we are more motivated to process information that

Correlated associations note that when an associative network contains attributes that are linked in the consumer's mind,these attributes are correlated.

You have just been assigned as product manager for a new widget that has been developed.Why would creating a schema for this widget be important? What are some factors that need to be considered?

If our ____ of Coke is favorable,it may include such associations as "tastes great" and "picks me up."

The feminine personality of Whirlpool helps identify which styles and colors will be most appealing to buyers.The company now uses female voice-overs in its ads to align the advertising with the brand's personality more closely.This is an example of a company

____ is an effect that shows greater memory for information coming first in sequence.

Why and how would marketers need to change,rather than elaborate,on a schema?

Compare and contrast the ways in which the information in taxonomic categories can be structured.Give examples of each.

____ is the way in which knowledge is organized.

How can marketers use brand extensions? Give an example.

Messages processed discursively tend to be better remembered than those processed through imagery.

Working memory particularly is based on imagery processing.

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

The superordinate level is the ____ level of categorization in a hierarchical structure.

A schema is a set of associations linked to a concept.

A schema for ourselves is known as a

Marketers can position a company,product,brand,store,or service as different from others by creating associations that are

Whether consumers categorize tablets as computers,telecommunications equipment,or consumer electronics will affect

Joshua likes ice cream a lot,likes cake somewhat,but does not like cookies at all.This is an example of schemas that vary by

According to the introduction,Apple has had the same logo design from its inception.

Seeing a Mini Cooper car with a spoiler and racing stripes might prompt elaboration because we are more motivated to process information that

Correlated associations note that when an associative network contains attributes that are linked in the consumer's mind,these attributes are correlated.

You have just been assigned as product manager for a new widget that has been developed.Why would creating a schema for this widget be important? What are some factors that need to be considered?

If our ____ of Coke is favorable,it may include such associations as "tastes great" and "picks me up."

The feminine personality of Whirlpool helps identify which styles and colors will be most appealing to buyers.The company now uses female voice-overs in its ads to align the advertising with the brand's personality more closely.This is an example of a company

____ is an effect that shows greater memory for information coming first in sequence.

Why and how would marketers need to change,rather than elaborate,on a schema?

Compare and contrast the ways in which the information in taxonomic categories can be structured.Give examples of each.

____ is the way in which knowledge is organized.

How can marketers use brand extensions? Give an example.

Messages processed discursively tend to be better remembered than those processed through imagery.

Working memory particularly is based on imagery processing.

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