Exam 9: Learning, Memory, and Product Positioning

Which of the following statements is TRUE?

Anything that increases the likelihood that a given response will be repeated in the future is considered _____.

Which of the following is the primary determinant of how material is learned?

Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use?

Strength of learning is one factor that determines how long-lasting a learned response will be. That is, the stronger the original learning (e.g., of nodes and links between nodes), the more likely relevant information will be retrieved when required. Discuss three of the six factors enhancing the strength of learning.

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called _____.

Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement?

Long-term memory (LTM) is also called working memory.

Bryan is the brand manager for a brand of paper towels and knows that consumers' involvement with this product is low. Name and briefly describe learning theories that are appropriate for this situation, and provide an example of how Bryan can use each to influence consumers to purchase his brand.

_____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.

Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high-value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____.

When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred?

Visual art in an ad (art infusion) has the ability to _____.

_____ refers to the process of learning to respond differently to similar but distinct stimuli.

Successful brand leverage generally requires that the original brand have a strong positive image and that the new product fit with the original product on each of the following four dimensions: complement, substitute, transfer, and image.

The process of encouraging partial responses leading to the final desired response is known as classical conditioning.

Semantic memory is the memory of a sequence of events in which a person participated.

Memory of how an action should occur is a special type of schema known as a(n) _____.

Which of the following enhances the strength of learning?

Learning cannot occur in the absence of reinforcement.