Question 1

Echoic memory is the memory of sounds, including words.

Accepted Answer

A) True 
 B)False

Question 2

Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing?

Accepted Answer

A)  developing a schema 
B)  developing a script 
C)  employing imagery 
D)  maintenance rehearsal 
E)  chunking information 
A)  developing a schema 
B)  developing a script 
C)  employing imagery 
D)  maintenance rehearsal 
E)  chunking information

Question 3

In which type of learning situation does the consumer have little or no motivation to process or learn the material?

Accepted Answer

A)  explicit learning 
B)  implicit learning 
C)  primary learning 
D)  low-involvement learning 
E)  high-involvement learning 
A)  explicit learning 
B)  implicit learning 
C)  primary learning 
D)  low-involvement learning 
E)  high-involvement learning

Question 4

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?

Accepted Answer

A)  imagery 
B)  concepts 
C)  episodes 
D)  semantics 
E)  schema 
A)  imagery 
B)  concepts 
C)  episodes 
D)  semantics 
E)  schema

Question 5

A series of activities by which stimuli are perceived, transformed into information, and stored is called _____.

Accepted Answer

A)  marketing 
B)  interpretation 
C)  learning 
D)  information processing 
E)  positioning 
A)  marketing 
B)  interpretation 
C)  learning 
D)  information processing 
E)  positioning

Question 6

What are two important long-term memory structures?

Accepted Answer

A)  primary and secondary 
B)  schema and scripts 
C)  semantic and conceptual 
D)  conceptual and imagery 
E)  iconic and vicarious 
A)  primary and secondary 
B)  schema and scripts 
C)  semantic and conceptual 
D)  conceptual and imagery 
E)  iconic and vicarious

Question 7

When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____.

Accepted Answer

A)  episodic memory 
B)  primary memory 
C)  accessible memory 
D)  semantic memory 
E)  conditioned memory 
A)  episodic memory 
B)  primary memory 
C)  accessible memory 
D)  semantic memory 
E)  conditioned memory

Question 8

Explain the concept of memory interference, and discuss four strategies for reducing it.

Accepted Answer

Memory interference-the difficulty in re

Question 9

Name and describe the two components of memory.

Accepted Answer

Memory consists of two interrelated comp

Question 10

Maria was raised as a Catholic, but she has not been attending church regularly since she moved out of her parents' home into her own apartment. However, when she does attend mass, she remembers the sequence of events and what she must do (e.g., sit, kneel, stand, which prayer to say, etc.). Her memory of how an action sequence should occur is known as a(n) _____.

Accepted Answer

A)  directive 
B)  episode 
C)  concept 
D)  operant 
E)  script 
A)  directive 
B)  episode 
C)  concept 
D)  operant 
E)  script

Question 11

Which group of consumers is better able to chunk product information?

Accepted Answer

A)  younger consumers 
B)  older consumers 
C)  males 
D)  females 
E)  product experts 
A)  younger consumers 
B)  older consumers 
C)  males 
D)  females 
E)  product experts

Question 12

Which of the following is NOT a specific learning theory?

Accepted Answer

A)  schematic 
B)  operant 
C)  iconic rote 
D)  vicarious/modeling 
E)  reasoning/analogy 
A)  schematic 
B)  operant 
C)  iconic rote 
D)  vicarious/modeling 
E)  reasoning/analogy

Question 13

Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?

Accepted Answer

A)  operant learning 
B)  vicarious learning 
C)  modeling 
D)  analytical reasoning 
E)  iconic rote learning 
A)  operant learning 
B)  vicarious learning 
C)  modeling 
D)  analytical reasoning 
E)  iconic rote learning

Question 14

In conditioned learning, forgetting is often referred to as _____.

Accepted Answer

A)  decay 
B)  deconditioning 
C)  extinction 
D)  failure 
E)  retrieval failure 
A)  decay 
B)  deconditioning 
C)  extinction 
D)  failure 
E)  retrieval failure

Question 15

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____.

Accepted Answer

A)  chunking 
B)  maintenance rehearsal 
C)  zipping 
D)  minimizing 
E)  conditioning 
A)  chunking 
B)  maintenance rehearsal 
C)  zipping 
D)  minimizing 
E)  conditioning

Question 16

Which of the following statements is FALSE regarding schemas?

Accepted Answer

A)  A schema is also known as a knowledge structure. 
B)  Concepts, events, and feelings are stored in nodes within memory. 
C)  Associative links vary in terms of how strongly and how directly they are associated with a node. 
D)  Once an associative link is formed, it is permanent. 
E)  Marketers expend substantial effort to influence the schema consumers have for their brands. 
A)  A schema is also known as a knowledge structure. 
B)  Concepts, events, and feelings are stored in nodes within memory. 
C)  Associative links vary in terms of how strongly and how directly they are associated with a node. 
D)  Once an associative link is formed, it is permanent. 
E)  Marketers expend substantial effort to influence the schema consumers have for their brands.

Question 17

Consumers must directly experience a reward or punishment to learn.

Accepted Answer

A) True 
 B)False

Question 18

The basic knowledge and feelings an individual has about a concept are known as _____.

Accepted Answer

A)  episodic memory 
B)  primary memory 
C)  accessible memory 
D)  semantic memory 
E)  conditioned memory 
A)  episodic memory 
B)  primary memory 
C)  accessible memory 
D)  semantic memory 
E)  conditioned memory

Question 19

Level of involvement is the primary determinant of how material is learned.

Accepted Answer

A) True 
 B)False

Question 20

High-involvement learning often involves _____.

Accepted Answer

A)  classical conditioning 
B)  iconic rote learning 
C)  operant conditioning 
D)  all of the above 
E)  none of the above 
A)  classical conditioning 
B)  iconic rote learning 
C)  operant conditioning 
D)  all of the above 
E)  none of the above

Echoic memory is the memory of sounds, including words.

Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing?

In which type of learning situation does the consumer have little or no motivation to process or learn the material?

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?

A series of activities by which stimuli are perceived, transformed into information, and stored is called _____.

What are two important long-term memory structures?

When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____.

Explain the concept of memory interference, and discuss four strategies for reducing it.

Name and describe the two components of memory.

Which group of consumers is better able to chunk product information?

Which of the following is NOT a specific learning theory?

Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?

In conditioned learning, forgetting is often referred to as _____.

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____.

Which of the following statements is FALSE regarding schemas?

Consumers must directly experience a reward or punishment to learn.

The basic knowledge and feelings an individual has about a concept are known as _____.

Level of involvement is the primary determinant of how material is learned.

High-involvement learning often involves _____.

Introduction

Cross-Cultural Variations in Consumer Behavior

The Changing American Society: Values

The Changing American Society: Demographics and Social Stratification

The Changing American Society: Subcultures

The American Society: Family and Households

Group Influence on Consumer Behavior

Perception

Motivation, Personality, and Emotion

Attitudes and Influencing Attitudes

Self-Concept and Lifestyle

Situational Influences

Consumer Decision Process and Problem Recognition

Information Search

Alternative Evaluation and Selection

Outlet Selection and Purchase

Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Organizational and Buyer Behavior

Marketing Regulation and Consumer Behavior

Filters

Exam 9: Learning, Memory, and Product Positioning

Echoic memory is the memory of sounds, including words.

Nick looked up a phone number in the telephone directory, and instead of writing it down, he kept repeating it to himself over and over until he could punch the numbers and make the call. Which of the following describes what Nick was doing?

In which type of learning situation does the consumer have little or no motivation to process or learn the material?

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?

A series of activities by which stimuli are perceived, transformed into information, and stored is called _____.

What are two important long-term memory structures?

When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____.

Explain the concept of memory interference, and discuss four strategies for reducing it.

Name and describe the two components of memory.

Which group of consumers is better able to chunk product information?

Which of the following is NOT a specific learning theory?

Thomas is studying for a vocabulary exam by merely repeating the words and their definitions over and over. Which type of cognitive learning is this?

In conditioned learning, forgetting is often referred to as _____.

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____.

Which of the following statements is FALSE regarding schemas?

Consumers must directly experience a reward or punishment to learn.

The basic knowledge and feelings an individual has about a concept are known as _____.

Level of involvement is the primary determinant of how material is learned.

High-involvement learning often involves _____.

Introduction

Cross-Cultural Variations in Consumer Behavior

The Changing American Society: Values

The Changing American Society: Demographics and Social Stratification

The Changing American Society: Subcultures

The American Society: Family and Households

Group Influence on Consumer Behavior

Perception

Motivation, Personality, and Emotion

Attitudes and Influencing Attitudes

Self-Concept and Lifestyle

Situational Influences

Consumer Decision Process and Problem Recognition

Information Search

Alternative Evaluation and Selection

Outlet Selection and Purchase

Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Organizational and Buyer Behavior

Marketing Regulation and Consumer Behavior

Filters