Question 1

Accessibility is related to which of the following?

Accepted Answer

A)  strength of incoming linkages 
B)  number of incoming linkages 
C)  strength of links to nodes 
D)  directness of links to nodes 
E)  all of the above 
A)  strength of incoming linkages 
B)  number of incoming linkages 
C)  strength of links to nodes 
D)  directness of links to nodes 
E)  all of the above

Question 2

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?

Accepted Answer

A)  operant reasoning 
B)  analogical reasoning 
C)  cognitive reasoning 
D)  affective reasoning 
E)  conscious reasoning 
A)  operant reasoning 
B)  analogical reasoning 
C)  cognitive reasoning 
D)  affective reasoning 
E)  conscious reasoning

Question 3

Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are using the strategy of _____ to enhance message involvement.

Accepted Answer

A)  importance 
B)  personalization 
C)  dual coding 
D)  mood enhancement 
E)  self-referencing 
A)  importance 
B)  personalization 
C)  dual coding 
D)  mood enhancement 
E)  self-referencing

Question 4

Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent?

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 5

A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or an experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent?

Accepted Answer

A)  explicit memory 
B)  implicit memory 
C)  scripted memory 
D)  suppressed memory 
E)  subliminal memory 
A)  explicit memory 
B)  implicit memory 
C)  scripted memory 
D)  suppressed memory 
E)  subliminal memory

Question 6

Bland music that is not dynamic and interesting will most likely stimulate earworms.

Accepted Answer

A) True 
 B)False

Question 7

Any change in the content or organization of long-term memory or behavior is known as _____.

Accepted Answer

A)  marketing 
B)  learning 
C)  cognition 
D)  information processing 
E)  repositioning 
A)  marketing 
B)  learning 
C)  cognition 
D)  information processing 
E)  repositioning

Question 8

Compare and contrast the terms "brand image," "brand equity," "product positioning," and "brand leverage."

Accepted Answer

Brand image refers to the schematic memo

Question 9

The likelihood and ease with which information can be recalled from long-term memory is termed _____.

Accepted Answer

A)  retrieval 
B)  elaboration 
C)  maintenance 
D)  accessibility 
E)  learning 
A)  retrieval 
B)  elaboration 
C)  maintenance 
D)  accessibility 
E)  learning

Question 10

Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory?

Accepted Answer

A)  schema 
B)  scripts 
C)  imagery 
D)  maintenance rehearsal 
E)  chunking 
A)  schema 
B)  scripts 
C)  imagery 
D)  maintenance rehearsal 
E)  chunking

Question 11

Organizing individual items into groups of related items that can be processed as a single unit is called _____.

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 12

Which of the following is NOT a type of cognitive learning?

Accepted Answer

A)  iconic rote 
B)  vicarious 
C)  reasoning/analogy 
D)  operant 
E)  All of the above are types of cognitive learning. 
A)  iconic rote 
B)  vicarious 
C)  reasoning/analogy 
D)  operant 
E)  All of the above are types of cognitive learning.

Question 13

Which portion of total memory is devoted to permanent information storage?

Accepted Answer

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

Question 14

The capacity of STM is thought to be in the range of _____ bits of information.

Accepted Answer

A)  1 to 2 
B)  3 to 5 
C)  5 to 9 
D)  10 to 14 
E)  15 to 20 
A)  1 to 2 
B)  3 to 5 
C)  5 to 9 
D)  10 to 14 
E)  15 to 20

Question 15

Which of the following statements is FALSE regarding short-term memory (STM)?

Accepted Answer

A)  STM is short-lived. 
B)  STM has limited capacity. 
C)  STM is a static structure. 
D)  Elaborative activities occur in STM 
E)  STM is also called working memory. 
A)  STM is short-lived. 
B)  STM has limited capacity. 
C)  STM is a static structure. 
D)  Elaborative activities occur in STM 
E)  STM is also called working memory.

Question 16

Which type of memory structure is a complex web of associations?

Accepted Answer

A)  schema 
B)  image 
C)  script 
D)  iconic 
E)  conceptual 
A)  schema 
B)  image 
C)  script 
D)  iconic 
E)  conceptual

Question 17

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.

Accepted Answer

A)  brand equity 
B)  brand image 
C)  brand leverage 
D)  brand position 
E)  brand identity 
A)  brand equity 
B)  brand image 
C)  brand leverage 
D)  brand position 
E)  brand identity

Question 18

In general, multiple memory nodes are activated simultaneously.

Accepted Answer

A) True 
 B)False

Question 19

Which type of memory is characterized by the conscious recollection of an exposure event?

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 20

Pat is purchasing new tires for his car. He expected to spend $400 or more for these tires, so he started researching on the Internet. He spent several days learning about this product and studied several consumer magazines (e.g., Consumer Reports). He decided to purchase Yokohama tires because they were rated the best tire value. Which type of learning situation does this illustrate?

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

Accessibility is related to which of the following?

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?

Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are using the strategy of _____ to enhance message involvement.

Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent?

Bland music that is not dynamic and interesting will most likely stimulate earworms.

Any change in the content or organization of long-term memory or behavior is known as _____.

Compare and contrast the terms "brand image," "brand equity," "product positioning," and "brand leverage."

The likelihood and ease with which information can be recalled from long-term memory is termed _____.

Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory?

Organizing individual items into groups of related items that can be processed as a single unit is called _____.

Which of the following is NOT a type of cognitive learning?

Which portion of total memory is devoted to permanent information storage?

The capacity of STM is thought to be in the range of _____ bits of information.

Which of the following statements is FALSE regarding short-term memory (STM)?

Which type of memory structure is a complex web of associations?

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.

In general, multiple memory nodes are activated simultaneously.

Which type of memory is characterized by the conscious recollection of an exposure event?

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

Accessibility is related to which of the following?

Which type of reasoning allows consumers to use an existing knowledge base to understand a new situation or object?

Ads that encourage consumers to remember past personal experiences and use language such as "you" and "your" in the copy are using the strategy of _____ to enhance message involvement.

Kay was watching American Idol on television when a commercial for toilet tissue came on. She was not motivated at all to process the information provided in the ad. Which type of learning situation does this represent?

Bland music that is not dynamic and interesting will most likely stimulate earworms.

Any change in the content or organization of long-term memory or behavior is known as _____.

Compare and contrast the terms "brand image," "brand equity," "product positioning," and "brand leverage."

The likelihood and ease with which information can be recalled from long-term memory is termed _____.

Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory?

Organizing individual items into groups of related items that can be processed as a single unit is called _____.

Which of the following is NOT a type of cognitive learning?

Which portion of total memory is devoted to permanent information storage?

The capacity of STM is thought to be in the range of _____ bits of information.

Which of the following statements is FALSE regarding short-term memory (STM)?

Which type of memory structure is a complex web of associations?

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes' _____.

In general, multiple memory nodes are activated simultaneously.

Which type of memory is characterized by the conscious recollection of an exposure event?

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