Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations?

Accepted Answer

A)  imagery processing 
B)  mental processing 
C)  episodic processing 
D)  transient processing 
E)  conditioned processing 
A)  imagery processing 
B)  mental processing 
C)  episodic processing 
D)  transient processing 
E)  conditioned processing

Question 3

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____.

Accepted Answer

A)  preferred set 
B)  evoked set 
C)  priority set 
D)  accessible set 
E)  primary set 
A)  preferred set 
B)  evoked set 
C)  priority set 
D)  accessible set 
E)  primary set

Question 4

The accessibility effect for brands is called _____.

Accepted Answer

A)  episodic awareness 
B)  conceptual awareness 
C)  top-of-mind awareness 
D)  operant learning 
E)  conditioned response 
A)  episodic awareness 
B)  conceptual awareness 
C)  top-of-mind awareness 
D)  operant learning 
E)  conditioned response

Question 5

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____.

Accepted Answer

A)  brand leverage 
B)  brand generalization 
C)  brand discrimination 
D)  brand substitute 
E)  brand complement 
A)  brand leverage 
B)  brand generalization 
C)  brand discrimination 
D)  brand substitute 
E)  brand complement

Question 6

Brand image refers to the semantic memory of a brand.

Accepted Answer

A) True 
 B)False

Question 7

_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

Accepted Answer

A)  Stimulus generalization 
B)  Stimulus reasoning 
C)  Stimulus discrimination 
D)  Stimulus contrasting 
E)  Stimulus identification 
A)  Stimulus generalization 
B)  Stimulus reasoning 
C)  Stimulus discrimination 
D)  Stimulus contrasting 
E)  Stimulus identification

Question 8

Which of the following are the two interrelated components of memory?

Accepted Answer

A)  primary and secondary memory 
B)  conditioned and unconditioned memory 
C)  operant and classical memory 
D)  short-term and long-term memory 
E)  implied and explicit memory 
A)  primary and secondary memory 
B)  conditioned and unconditioned memory 
C)  operant and classical memory 
D)  short-term and long-term memory 
E)  implied and explicit memory

Question 9

A local car dealership advertises quite frequently on local broadcast and cable television, and it seems as though the man in the ad is always yelling for consumers to "Come on down-you'll be glad you did!" This car dealership uses the same type of ad over and over even though the specific information changes, and consumers tend to shut out the message, evaluate it negatively, or disregard it. John is so sick of these ads that he instantly changes the channel when one comes on. This is an example of _____.

Accepted Answer

A)  zipping 
B)  advertising wearout 
C)  interference 
D)  pulsing 
E)  poor positioning 
A)  zipping 
B)  advertising wearout 
C)  interference 
D)  pulsing 
E)  poor positioning

Question 10

Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth?

Accepted Answer

A)  short-term memory 
B)  long-term memory 
C)  primary memory 
D)  secondary memory 
E)  episodic memory 
A)  short-term memory 
B)  long-term memory 
C)  primary memory 
D)  secondary memory 
E)  episodic memory

Question 11

The memory of a sequence of events in which a person participated is called _____.

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 12

_____ is(are) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

Accepted Answer

A)  Maintenance rehearsal 
B)  Chunking 
C)  Elaborative activities 
D)  Conceptualization 
E)  Conditioning 
A)  Maintenance rehearsal 
B)  Chunking 
C)  Elaborative activities 
D)  Conceptualization 
E)  Conditioning

Question 13

Self-concept indicates that consumers are relating brand information to themselves.

Accepted Answer

A) True 
 B)False

Question 14

Which type of memory involves the nonconscious retrieval of previously encountered stimuli?

Accepted Answer

A)  explicit memory 
B)  schematic memory 
C)  implicit memory 
D)  constructed memory 
E)  concrete memory 
A)  explicit memory 
B)  schematic memory 
C)  implicit memory 
D)  constructed memory 
E)  concrete memory

Question 15

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.

Accepted Answer

A)  brand solvency 
B)  brand liquidation 
C)  brand image 
D)  brand equity 
E)  brand leverage 
A)  brand solvency 
B)  brand liquidation 
C)  brand image 
D)  brand equity 
E)  brand leverage

Question 16

Which type of learning situation is one in which the consumer is motivated 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 17

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?

Accepted Answer

A)  culture 
B)  family 
C)  friends 
D)  mass media 
E)  all of the above 
A)  culture 
B)  family 
C)  friends 
D)  mass media 
E)  all of the above

Question 18

A television commercial for the Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage?

Accepted Answer

A)  maintenance rehearsal 
B)  chunking 
C)  elaborative activities 
D)  conceptualization 
E)  conditioning 
A)  maintenance rehearsal 
B)  chunking 
C)  elaborative activities 
D)  conceptualization 
E)  conditioning

Question 19

Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relating these perceptions to product attributes?

Accepted Answer

A)  regression analysis 
B)  conjoint analysis 
C)  analytical mapping 
D)  perceptual mapping 
E)  laddering 
A)  regression analysis 
B)  conjoint analysis 
C)  analytical mapping 
D)  perceptual mapping 
E)  laddering

Question 20

Robert was studying for an exam and organized lists of things into words that he could remember. For example, he needed to know five creative advertising strategies and used the first letter of each strategy to form the acronym, AIIEE. He knew what word each letter stood for and then only had to remember this acronym for the exam. What is Robert doing?

Accepted Answer

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

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

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations?

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____.

The accessibility effect for brands is called _____.

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____.

Brand image refers to the semantic memory of a brand.

_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

Which of the following are the two interrelated components of memory?

Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth?

The memory of a sequence of events in which a person participated is called _____.

_____ is(are) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

Self-concept indicates that consumers are relating brand information to themselves.

Which type of memory involves the nonconscious retrieval of previously encountered stimuli?

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.

Which type of learning situation is one in which the consumer is motivated to process or learn the material?

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?

Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relating these perceptions to product attributes?

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

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

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations?

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____.

The accessibility effect for brands is called _____.

When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda of mini-vans." This is an example of _____.

Brand image refers to the semantic memory of a brand.

_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

Which of the following are the two interrelated components of memory?

Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth?

The memory of a sequence of events in which a person participated is called _____.

_____ is(are) the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

Self-concept indicates that consumers are relating brand information to themselves.

Which type of memory involves the nonconscious retrieval of previously encountered stimuli?

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as _____.

Which type of learning situation is one in which the consumer is motivated to process or learn the material?

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?

Which of the following offers marketing managers a useful technique for measuring and developing a product's position by taking consumers' perceptions of how similar various brands or products are to each other and relating these perceptions to product attributes?

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