Question 1

Describe the difference between a cued recall and a free recall.

Accepted Answer

A free recall involves a consumer remembering in the absence of retrieval cues. If, on a shopping trip, a consumer can remember a particular product or brand he or she wanted to purchase or the correct price to pay for an item, this is unaided or free recall. Such awareness is important for many low-involvement categories because the first brand remembered is the most likely to be bought. Also, consumers might infer popularity and quality from the ease with which they recall brands. A cued recall entails providing the consumer with various amounts of retrieval cues. Marketing stimuli that can act as retrieval cues include brand names, logos, and packages.

Question 2

Advertising which is bunched together in one or more short time periods during an advertising campaign, often coinciding with peak buying periods, is __________.

Accepted Answer

A)  Spaced advertising 
B)  Yield advertising 
C)  Pulse advertising 
D)  Flight advertising 
E)  Massed advertising 
A)  Spaced advertising 
B)  Yield advertising 
C)  Pulse advertising 
D)  Flight advertising 
E)  Massed advertising E

Question 3

Cite and describe three forms of nonverbal communication.

Accepted Answer

• Kinesic communication occurs through the movement of body parts such head nods, eye glances and winks, and movement of the hands, arms, legs, and torso.
• Proxemic communication occurs by varying the physical distance in face-to-face interactions. A person is more engaged in a conversation if they step closer to the person they are speaking with.
• Tactile communication occurs via touching and can be a very powerful communication tool. Positive characteristics such as closeness, awareness, and liking are usually attributed to the toucher.

Question 4

Toyota's recall on many of its products forced the company to institute a __________ strategy where upper-level executives admitted the company's shortcomings and apologized for them.

Accepted Answer

A)  Mental completion 
B)  Extinction 
C)  Reinforcement 
D)  Semantic 
E)  Mea culpa 
A)  Mental completion 
B)  Extinction 
C)  Reinforcement 
D)  Semantic 
E)  Mea culpa

Question 5

What is operant conditioning? Cite one marketing condition of operant conditioning.

Accepted Answer

The answer of What is operant conditioning? Cite one marketing...

Question 6

Punishment is similar to reinforcement because both work through their creation of a stimulus-response link.

Accepted Answer

A) True 
 B)False

Question 7

Three steps to the cognitive reasoning process are hypothesis generation, hypothesis testing, and hypothesis revision.

Accepted Answer

A) True 
 B)False

Question 8

Exposure to repeated claims leads to increased belief in those claims is the __________.

Accepted Answer

A)  Mere exposure effect 
B)  Truth effect 
C)  Habituation effect 
D)  Message wearout effect 
E)  Counterarguing effect 
A)  Mere exposure effect 
B)  Truth effect 
C)  Habituation effect 
D)  Message wearout effect 
E)  Counterarguing effect

Question 9

Incidental learning occurs without deliberate effort when a consumer encounters a source of unsought information.

Accepted Answer

A) True 
 B)False

Question 10

Mental completion is a human's tendency to remember incomplete patterns better than complete patterns.

Accepted Answer

A) True 
 B)False

Question 11

What is analogical learning?

Accepted Answer

A)  Finding new uses for an existing product 
B)  Transferring knowledge from an existing domain to another similar arena 
C)  Imitation learning 
D)  Learning through experience 
E)  Learning through relation
Short-Answer Questions 
A)  Finding new uses for an existing product 
B)  Transferring knowledge from an existing domain to another similar arena 
C)  Imitation learning 
D)  Learning through experience 
E)  Learning through relation
Short-Answer Questions

Question 12

Test-driving a vehicle prior to purchasing it allows for __________.

Accepted Answer

A)  Cognitive learning 
B)  Mental completion learning 
C)  Experiential learning 
D)  Analogical learning 
E)  Secondary use learning 
A)  Cognitive learning 
B)  Mental completion learning 
C)  Experiential learning 
D)  Analogical learning 
E)  Secondary use learning

Question 13

Define the three types of long-term knowledge structures.

Accepted Answer

The answer of Define the three types of long-term knowledge...

Question 14

A person's span of recall is the number of discrete items that can be held at once in the long-term memory.

Accepted Answer

A) True 
 B)False

Question 15

Describe the difference between massed advertising flights and massed advertising pulsing.

Accepted Answer

The answer of Describe the difference between massed advertising flights...

Question 16

Describe three common marketplace applications of stimulus generalization. Cite an example of your application.

Accepted Answer

The answer of Describe three common marketplace applications of stimulus...

Question 17

When a consumer is asked by a salesperson for a big favor that he or she is expected to refuse and is then offered a lesser option, the salesperson is using what shaping technique?

Accepted Answer

A)  Foot-in-the-door compliance technique 
B)  Door-in-the face compliance technique 
C)  Conditioning technique 
D)  Shape-and-sell technique 
E)  Up-sell technique 
A)  Foot-in-the-door compliance technique 
B)  Door-in-the face compliance technique 
C)  Conditioning technique 
D)  Shape-and-sell technique 
E)  Up-sell technique

Question 18

Cite and define the four learning elements.

Accepted Answer

The answer of Cite and define the four learning elements....

Question 19

The silent, mental repetition of a piece of information in short-term memory also referred to as a form of inner speech is __________.

Accepted Answer

A)  Recirculation 
B)  Maintenance rehearsal 
C)  Semantic processing 
D)  Sensory processing 
E)  Elaborative processing 
A)  Recirculation 
B)  Maintenance rehearsal 
C)  Semantic processing 
D)  Sensory processing 
E)  Elaborative processing

Question 20

A commercial which gets you to imagine yourself driving a brand new 2010 Audi A6 is an example of which principle of learning?

Accepted Answer

A)  Mental completion 
B)  Covert involvement 
C)  Semantic generalization 
D)  Visual imagery 
E)  Mnemonics 
A)  Mental completion 
B)  Covert involvement 
C)  Semantic generalization 
D)  Visual imagery 
E)  Mnemonics

Describe the difference between a cued recall and a free recall.

Advertising which is bunched together in one or more short time periods during an advertising campaign, often coinciding with peak buying periods, is __________.

Cite and describe three forms of nonverbal communication.

Toyota's recall on many of its products forced the company to institute a __________ strategy where upper-level executives admitted the company's shortcomings and apologized for them.

What is operant conditioning? Cite one marketing condition of operant conditioning.

Punishment is similar to reinforcement because both work through their creation of a stimulus-response link.

Three steps to the cognitive reasoning process are hypothesis generation, hypothesis testing, and hypothesis revision.

Exposure to repeated claims leads to increased belief in those claims is the __________.

Incidental learning occurs without deliberate effort when a consumer encounters a source of unsought information.

Mental completion is a human's tendency to remember incomplete patterns better than complete patterns.

What is analogical learning?

Test-driving a vehicle prior to purchasing it allows for __________.

Define the three types of long-term knowledge structures.

A person's span of recall is the number of discrete items that can be held at once in the long-term memory.

Describe the difference between massed advertising flights and massed advertising pulsing.

Describe three common marketplace applications of stimulus generalization. Cite an example of your application.

When a consumer is asked by a salesperson for a big favor that he or she is expected to refuse and is then offered a lesser option, the salesperson is using what shaping technique?

Cite and define the four learning elements.

The silent, mental repetition of a piece of information in short-term memory also referred to as a form of inner speech is __________.

A commercial which gets you to imagine yourself driving a brand new 2010 Audi A6 is an example of which principle of learning?

Consumer Behavior Overview

Market Segmentation

Overview of Consumer Decision Making

Stages in Consumer Decision Making

Cultural Influences

Subcultural Influences

Social Class Influences

Reference Groups and Social Influences

Family Influences

Group and Interpersonal Communications for Innovations: Adoption and Diffusion Processes

Personality and Lifestyle

Motivation

Perception and Information Processing

Attitude Formation and Change

Filters

Exam 14: Learning and Memory

Describe the difference between a cued recall and a free recall.

Advertising which is bunched together in one or more short time periods during an advertising campaign, often coinciding with peak buying periods, is __________.

Cite and describe three forms of nonverbal communication.

Toyota's recall on many of its products forced the company to institute a __________ strategy where upper-level executives admitted the company's shortcomings and apologized for them.

What is operant conditioning? Cite one marketing condition of operant conditioning.

Punishment is similar to reinforcement because both work through their creation of a stimulus-response link.

Three steps to the cognitive reasoning process are hypothesis generation, hypothesis testing, and hypothesis revision.

Exposure to repeated claims leads to increased belief in those claims is the __________.

Incidental learning occurs without deliberate effort when a consumer encounters a source of unsought information.

Mental completion is a human's tendency to remember incomplete patterns better than complete patterns.

What is analogical learning?

Test-driving a vehicle prior to purchasing it allows for __________.

Define the three types of long-term knowledge structures.

A person's span of recall is the number of discrete items that can be held at once in the long-term memory.

Describe the difference between massed advertising flights and massed advertising pulsing.

Describe three common marketplace applications of stimulus generalization. Cite an example of your application.

When a consumer is asked by a salesperson for a big favor that he or she is expected to refuse and is then offered a lesser option, the salesperson is using what shaping technique?

Cite and define the four learning elements.

The silent, mental repetition of a piece of information in short-term memory also referred to as a form of inner speech is __________.

A commercial which gets you to imagine yourself driving a brand new 2010 Audi A6 is an example of which principle of learning?

Consumer Behavior Overview

Market Segmentation

Overview of Consumer Decision Making

Stages in Consumer Decision Making

Cultural Influences

Subcultural Influences

Social Class Influences

Reference Groups and Social Influences

Family Influences

Group and Interpersonal Communications for Innovations: Adoption and Diffusion Processes

Personality and Lifestyle

Motivation

Perception and Information Processing

Attitude Formation and Change

Filters