Deck 4: Memory and Knowledge

Question 1

Consumers that have a strong positive image of a brand prior to the brand suffering a crisis were likely to suffer more image damage then a brand where consumers had a negative image association.

Answer 1

False

Question 2

Tyler is trying to decide where to go to lunch in 15 minutes.His choice will probably be based on a high level of construal.

Answer 2

False

Question 3

Consumers' mood and expertise does not affect retrieval in memory.

Answer 3

False

Question 4

According to the introduction,Apple has had the same logo design from its inception.

Question 5

A brand can NOT be a member of both a taxonomic and a goal-derived category.

Question 6

Episodic memory represents knowledge about ourselves and what has happened to us in our past.

Question 7

Correlated associations note that when an associative network contains attributes that are linked in the consumer's mind,these attributes are correlated.

Question 8

According to categorization theory,prototype is an experimental product that is tested in the market.

Question 9

If Jim Beam whisky were to introduce Jim Beam BBQ sauce,this would be a brand extension.

Question 10

Realistic imagery can improve consumer satisfaction.

Question 11

Louis views Coke as a better example of a soft drink than Dr.Pepper; this is an example of graded structure.

Question 12

Categorization can be an advantage for marketers when it

A) labels an object.
B) is fast.
C) is complex.
D) is high-end.
E) global.

Question 13

A brand extension can cause confusion about what the brand stands for.

Question 14

A brand image represents all associations linked to the brand's schema.

Question 15

Messages processed discursively tend to be better remembered than those processed through imagery.

Question 16

____ is information we have already learned and stored in memory.

A) Knowledge structure
B) Knowledge content
C) Elaboration
D) Categorization
E) Cognitive attention

Question 17

A schema is a set of associations linked to a concept.

Question 18

A factor affecting retrieval is the way information is processed in working memory.

Question 19

Stimuli characteristics include: salience,prototypicality,redundant cues,and the medium in which the stimulus is processed.

Question 20

Working memory particularly is based on imagery processing.

Question 21

The brand personality framework includes all of the following personality types except

A) sincerity.
B) excitement.
C) competence.
D) sophistication.
E) authentic.

Question 22

A schema is

A) the set of negative emotions associated with an image.
B) the set of associations linked to a concept.
C) the set of positive associations linked to a concept.
D) an affective network based on emotion.
E) the memories associated with being cheated.

Question 23

Home Depot is personified as a down-home,honest,thrifty,helpful,working-class man.This is an example of a(n)

A) personality schema.
B) product category schema.
C) cognitive schema.
D) affective personal schema.
E) brand personality.

Question 24

Marketers can position a company,product,brand,store,or service as different from others by creating associations that are

A) soothing and relaxing.
B) exciting and thought provoking.
C) unique to the entity and salient.
D) similar in content to the object in different product or store categories.
E) customized to each individual.

Question 25

If our ____ of Coke is favorable,it may include such associations as "tastes great" and "picks me up."

A) subschema
B) product category schema
C) cognition
D) brand image
E) subcognition

Question 26

Mercedes launched a small sized electric car that is clearly different from the full-size-green-car prototype.This will help Mercedes ____ the product.

A) remind consumers of
B) stabilize
C) persuade consumers of the superiority of
D) position
E) extend the line of

Question 27

Ford recently sold the rights to use the Mustang brand on a men's cologne.This is an example of

A) co-branding.
B) product extension.
C) franchising.
D) joint ventureship.
E) licensing.

Question 28

A schema for ourselves is known as a

A) human brand image.
B) personality-schema.
C) self-schema.
D) schematic self.
E) personality-image.

Question 29

A brand image is a(n)

A) neural impression of the sound or visual part of a brand and logo.
B) subschema of brand equity relevant to products and services.
C) cognition of brand icons and spokespersons.
D) overview of all of the advertising campaigns and marketing efforts in the consumer's mind for that brand relevant to its competitors
E) specific type of schema that captures what a brand stands for and how favorably it is viewed.

Question 30

A prototype is

A) an example of an affective category.
B) an example of an emotion-based category.
C) an experiential good.
D) the best example of a cognitive category.
E) the process of using prior knowledge to understand what has been categorized.

Question 31

The feminine personality of Whirlpool helps identify which styles and colors will be most appealing to buyers.The company now uses female voice-overs in its ads to align the advertising with the brand's personality more closely.This is an example of a company

A) adding a brand extension.
B) adding a line extension.
C) creating a new brand image.
D) extending associations that are linked with the brand.
E) elaborating on a brand personality.

Question 32

Joshua likes ice cream a lot,likes cake somewhat,but does not like cookies at all.This is an example of schemas that vary by

A) uniqueness.
B) favorability.
C) perceptions.
D) size.
E) salience.

Question 33

Both hamburgers and Ronald McDonald may come to mind when a consumer thinks about McDonald's.While other fast food restaurants serve hamburgers,Ronald McDonald is ____ to McDonald's.

A) unique
B) salient
C) abstract
D) favorable
E) ubiquitous

Question 34

Brawny paper towels introduced a "Brawny Man" who is the epitome of the strong,sensitive,caring,gentle,thoughtful man.Through this character,Brawny is trying to establish a(n)

A) cognitive schema.
B) brand personality.
C) affect-driven schema.
D) brand extension.
E) brand cognition.

Question 35

Associations can vary in ____,that is,the extent to which they are also related to other concepts.

A) relatedness
B) favorability
C) perceptions
D) uniqueness
E) salience

Question 36

We might always retrieve the association of "Golden Arches" when we hear the McDonald's name.The association that "McDonald's works to make its packaging environmentally friendly" may only be retrieved if someone starts talking about the environment.This is best thought of as an example of associations linked with a schema that vary due to

A) uniqueness.
B) favorability.
C) perceptions.
D) size.
E) salience.

Question 37

Marketers must create schemas when products are

A) simplistic.
B) complicated.
C) new.
D) too elaborate.
E) extended.

Question 38

A brand image is a specific type of

A) semantic network.
B) schema.
C) logo.
D) campaign.
E) prototype.

Question 39

Priming is increased sensitivity to certain concepts and associations due to

A) incoming stimuli.
B) outgoing stimuli.
C) prior experience based on implicit memory.
D) affect.
E) emotion.

Question 40

____ is the way in which knowledge is organized.

A) Knowledge content
B) Knowledge structure
C) Elaboration
D) Categorization
E) Cognitive attention

Question 41

You know that when you enter a fancy,expensive restaurant that you wait to be seated,speak in a quiet voice,and leave a tip.These are all parts of your ____ for fine dining.

A) schema
B) brand image
C) salient behavior
D) script
E) graded structure

Question 42

After doctors discovered that children who took aspirin for viral infections could develop deadly Reye's syndrome,St.Joseph brand aspirin repositioned their product for adults.This is an example of a company

A) reducing clutter for brand image.
B) reducing elaboration for a brand.
C) protecting its brand image.
D) creating a new brand name.
E) reducing attention time and increasing processing efficiency.

Question 43

Although we might have separate schemas for Coke,Pepsi,Diet Coke,and so on,these schemas might be clustered in one category because they are all soft drinks.This is an example of a(n)

A) taxonomic category.
B) object script.
C) product schema.
D) object schema.
E) category script.

Question 44

Goals and their timing influence

A) corporate brand extension.
B) the content and structure of knowledge within consumers' minds.
C) future reflections on past consumer behavior in that product category.
D) how disassociations are correlated in consumers' memory.
E) group decision making.

Question 45

The frequency with which an object is encountered as a category member,such as Coca-Cola as a cola,often makes it a

A) prototype.
B) taxonomic representative.
C) category ideal.
D) premium brand.
E) maxima.

Question 46

Category members vary in how well they represent a category.This is known as

A) taxonomic categorization.
B) representative heuristic.
C) graded structure.
D) affective structure.
E) cognitive structure.

Question 47

A(n)____ is simply an orderly classification of objects with similar objects in the same category.

A) category script
B) object script
C) product schema
D) object schema
E) taxonomic category

Question 48

Originally the brand name Mountain Dew referred to illegally produced alcohol (moonshine)and their ads depicted "Willie the Hillbilly" exclaiming "Yahoo,Mountain Dew." Now Mountain Dew's ad feature actors participating in extreme sports.This is an example of repositioning a brand by changing consumers'

A) schema for the brand.
B) graded structures.
C) product prototypes.
D) objective comprehension.
E) implicit memory.

Question 49

Scripts are best at helping marketers to better understand how consumers

A) process information at one point in time.
B) remember information at one point in time.
C) buy and use an offering.
D) feel about an brand.
E) feel about an ad.

Question 50

For many Americans,the town of Goa in India may have a schema,but the problem is that most travelers

A) would have few associations linked with this town.
B) would have too many associations linked with this town.
C) are able to transfer associations from other places to this town.
D) would be unable to develop associations linked to this town.
E) would have associations that are salient and unique to the area.

Question 51

Interference refers to when the

A) radio waves prevent the consumer from receiving marketing stimuli.
B) static impedes the message the consumer encodes.
C) consumer elaborates a schema using nonverbal stimuli.
D) strength of a memory deteriorates over time because of other memories.
E) consumer extends associations that were linked to the brand.

Question 52

When the goal is to appeal to a broad segment of consumers,one strategy is for a company entering a product category to

A) position the brand separately from the other brands.
B) position the brand close to the category prototype.
C) increase the number of associations with the product category.
D) change the brand name.
E) create an entirely new set of associations for the brand.

Question 53

____ is an effect that shows greater memory for information coming first in sequence.

A) first-order
B) halo
C) primacy
D) introductory
E) recall

Question 54

Two factors that would determine whether something is regarded as a prototypical category include the frequency with which an object is encountered as a category member and

A) solid association content.
B) type of schema.
C) hierarchically graded structure.
D) schematic extensions.
E) shared associations.

Question 55

Construal level theory describes the different levels of

A) brand symbols in a marketing campaign.
B) brand extensions by a marketer.
C) abstractness in consumer associations.
D) image elaboration in consumer memory.
E) taxonomic categories in marketing.

Question 56

As the early industry leader,the iPod became an example in consumers' minds for portable digital music players.It is a

A) taxonomic representative.
B) category ideal.
C) structured taxonomic ideal point.
D) prototype.
E) maxima.

Question 57

Toyota sponsors the National Hot Rod Association and its series of automobile races.By associating its name with the NHRA,Toyota is trying to

A) maintain consumers' schema for automobile racing.
B) maintain consumers' schema for NHRA.
C) promote Toyota's existing brand personality.
D) disassociate an image of American auto-racing.
E) None of these choices are correct.

Question 58

A danger of too many brand extensions is that

A) the associations that are transferred to the new product will be too strong.
B) motivation to process the brand image will be too high.
C) it will be impossible to create a new brand name.
D) it can dilute, not elaborate, the original brand image.
E) there will be too many associations linked with the original brand name.

Question 59

The weakening of memory strength over time is

A) interference.
B) noise.
C) decay.
D) decoding.
E) encoding.

Question 60

An important consequence of brand extensions is that consumers often

A) diminish their set of associations with the new product.
B) develop a lower set of expectations for the new product due to the associations they carried from the original product.
C) are able to create an entirely new brand personality.
D) are able to create an entirely new brand image that is different from the image of the original product.
E) transfer associations and affect from the original brand schema to the brand extension.

Question 61

Whether consumers categorize tablets as computers,telecommunications equipment,or consumer electronics will affect

A) how they are positioned and define their competition.
B) memory for the product.
C) the level of brand loyalty.
D) the level of brand awareness.
E) disposal of the product.

Question 62

Competitive positioning is often made at the

A) superior level.
B) basic level.
C) subordinate level.
D) taxonomic level.
E) superordinate level.

Question 63

Although objects may have very different features,they can be assigned to the same category by individuals if

A) they serve the same consumer goals.
B) they are part of different but interesting schemas.
C) they are in the same taxonomic category.
D) some are in basic and some are in superordinate categories.
E) all are in superordinate categories.

Question 64

The superordinate level is the ____ level of categorization in a hierarchical structure.

A) most specific
B) subordinate
C) superior
D) taxonomic
E) broadest

Question 65

Michael paid attention to an ad and perceived that it was a life insurance commercial.He must ____ what he saw to retain information.

A) be aware of
B) have a high level of attention for
C) comprehend
D) visualize
E) feel for

Question 66

It is difficult for manufacturers of healthy food to convince consumers that their products taste good because healthy food and lack of taste are

A) prototypes.
B) exemplars.
C) correlated attributes.
D) line extensions.
E) loss leaders.

Question 67

Expensive wine,caviar,and desserts that are served to guests can be marketed similarly.This is an example of using ____ to assign products to the same category.

A) taxonomic categories
B) goal-derived categories
C) correlated attributes
D) hierarchical structures
E) prototypical structures

Question 68

All of the following might be variations in knowledge content and structure across cultures except that

A) differences may exist in the nature and strength of associations linked to a concept.
B) category prototypes and members may vary across cultures.
C) cultural groups may vary considerably in what they regard as relevant category members.
D) different cultures may have different goal-derived categories.
E) response rates may vary across cultures.

Question 69

Starbucks coffee and Arrowhead bottled water are both members of the beverage category.Although they have a few common associations,they also have many that are different.Beverages are an example of a(n)____ level of categorization.

A) overarching
B) basic
C) exemplary
D) superordinate
E) subordinate

Question 70

If marketers of furniture categorize their brand as a recliner,but Austin wants a sofa,he may not think of this brand to suit his needs because

A) it is categorized in such a way that it will be not part of his consideration and choice.
B) it is categorized in such a way that the scheme is too elaborate.
C) it is categorized in such a way that he would not be satisfying to Buddy.
D) the categorization makes it difficult for Buddy to comprehend.
E) Buddy has not developed a category for this brand.

Question 71

The difference between diet and nondiet soft drinks is a fine one.This can be considered a(n)____ level of categorization.

A) overarching
B) basic
C) exemplary
D) superordinate
E) subordinate

Question 72

Hierarchically structured categories range from ____ as the broadest to ____ in the middle to ____ as the finest level of categorization.

A) subordinate / basic / superordinate
B) basic / subordinate / superordinate
C) basic / superordinate / subordinate
D) superordinate / subordinate / basic
E) superordinate / basic / subordinate

Question 73

Bose originally had difficulty in convincing consumers that they manufactured a high quality sound system because consumers thought only large speakers could product high quality sound.Bose had to change consumers'

A) stereotypes.
B) assimilated associations.
C) correlated attributes.
D) infernal inferences.
E) salient attributes.

Question 74

In a grocery store,there is a dairy section.Within this section,there are sections for yogurt,cheese,milk,and so on.This is best thought of as an example of the use of ____ within the retail environment.

A) feature displays
B) schemas
C) correlated attributes
D) prototypes
E) hierarchical structure

Question 75

For promotion,creating subordinate categories helps marketers determine

A) the attention level of viewers.
B) the motivation of viewers to watch the advertisements.
C) the length of advertisements.
D) what attributes should be emphasized to ensure correct categorization.
E) the speed of recall of brand names.

Question 76

Consumers typically categorize objects at the

A) subordinate level.
B) basic level.
C) superior level.
D) taxonomic level.
E) superordinate level.

Question 77

Members of goal-derived categories may actually be a reflection of the set of objects that

A) are recalled.
B) are recognized.
C) consumers choose from when making consumption decisions.
D) are prototypes.
E) are hierarchical in nature and affect our consumption decisions in the same way.

Question 78

Experts may base category membership on ____,whereas nonexperts may base category membership on ____.

A) benefits / attributes or similarity in appearance
B) attributes or similarity in appearance / benefits
C) attributes or similarity in appearance / recall
D) attributes or similarity in appearance / goals
E) recall / goals

Question 79

In the U.S.,breakfast often consists of bacon and eggs; however,in New Zealand,one can order canned spaghetti on toast for breakfast in most restaurants.This is an example of

A) different cultures having different members in goal-derived categories.
B) culture affecting consumers' taxonomic product categories
C) cultural differences in comprehension.
D) varying degrees of consumer expertise affecting product choice.
E) really bad taste.

Question 80

As we move from superordinate to subordinate levels,

A) more attributes are used to describe the objects.
B) fewer attributes are used to describe the objects.
C) the associations become simpler.
D) the cognitive structure becomes simpler.
E) the associations become weaker.