Question 1

According to ____, people's memory grows weaker throughout the passage of time.

Accepted Answer

A)   forgetting
B)   decay theory
C)   retrieval theory
D)   spreading activation
E)   interference theory B

Question 2

The concept of dual coding proposes that information can be stored in both long-term and short-term memory.

Accepted Answer

A) True 
 B)False  False

Question 3

The amount of elaboration that occurs during information processing depends on the person's motivation, but not the person's ability to do so.

Accepted Answer

A) True 
 B)False  False

Question 4

The amount of elaboration is represented by the degree of integration between the stimulus and existing knowledge.

Accepted Answer

A) True 
 B)False

Question 5

Which number would consumers be most likely to remember?

Accepted Answer

A)   1-888-888-5782
B)   1-543-885-5555
C)   1-800-flowers
D)   Can't tell without more information.

Question 6

Memory and what is remembered about a product play an important role during the decision-making process.

Accepted Answer

A) True 
 B)False

Question 7

Relating a stimulus to other people and their experiences is called self-referencing.

Accepted Answer

A) True 
 B)False

Question 8

The mental repetition of information is known as:

Accepted Answer

A)   cognitive learning
B)   rehearsal
C)   cognitive capacity
D)   elaboration
E)   None of the above.

Question 9

A company recently decided to change its long-standing advertising campaign. Two alternative advertisements were developed and tested, with the one producing the highest DAR score being used. Sales were extremely disappointing in response to this new campaign. So it was replaced with the other alternative that produced lower DAR scores. Sales improved dramatically. Why might the ad that produced superior recall scores yielded inferior sales results?

Accepted Answer

The answer of A company recently decided to change its...

Question 10

Stimuli that are distinctive or unique are also easier to remember.

Accepted Answer

A) True 
 B)False

Question 11

The packaging for Energizer batteries features the drum-playing pink bunny featured in its advertising. This is an example of:

Accepted Answer

A)   using reminders to stimulate consumers' memories.
B)   using retrieval cues.
C)   encouraging elaboration.
D)   A and B
E)   A, B, and C

Question 12

There are two basic types of recall measures: free recall and paid recall.

Accepted Answer

A) True 
 B)False

Question 13

Reminders in the form of retrieval cues at the point of purchase may help advertising effectiveness.

Accepted Answer

A) True 
 B)False

Question 14

According to an associative network view of memory, information residing within memory is organized into separate, unrelated cognitive categories.

Accepted Answer

A) True 
 B)False

Question 15

Product premiums can also help remind consumers of certain memories.

Accepted Answer

A) True 
 B)False

Question 16

How can companies help consumers retrieve information?

Accepted Answer

The answer of How can companies help consumers retrieve information?...

Question 17

Based on the distinction between concrete and abstract words, which of the following brand names would be least memorable?

Accepted Answer

A)   Advil
B)   Scrub Free
C)   Wart-Off
D)   Head and Throat
E)   All of these brand names should be equally memorable.

Question 18

Which of the following is not an example of the importance of memory in consumer behavior?

Accepted Answer

A)   Nostalgia advertising appeals.
B)   A purchase decision based on what is remembered about the choice alternatives' attributes.
C)   A consumption decision that is made while looking at what is available in the consumer's pantry.
D)   Failing to remember it's time to change the oil in one's car.
E)   All of the above are examples of the importance of memory in consumer behavior.

Question 19

The fact that consumers can remember an ad's claims does not necessarily mean that they believe the claims.

Accepted Answer

A) True 
 B)False

Question 20

It is possible for advertising to alter consumers' memories of their actual experiences.

Accepted Answer

A) True 
 B)False

Exam 13: Helping Consumers to Remember

According to ____, people's memory grows weaker throughout the passage of time.

The concept of dual coding proposes that information can be stored in both long-term and short-term memory.

The amount of elaboration that occurs during information processing depends on the person's motivation, but not the person's ability to do so.

The amount of elaboration is represented by the degree of integration between the stimulus and existing knowledge.

Which number would consumers be most likely to remember?

Memory and what is remembered about a product play an important role during the decision-making process.

Relating a stimulus to other people and their experiences is called self-referencing.

The mental repetition of information is known as:

Stimuli that are distinctive or unique are also easier to remember.

The packaging for Energizer batteries features the drum-playing pink bunny featured in its advertising. This is an example of:

There are two basic types of recall measures: free recall and paid recall.

Reminders in the form of retrieval cues at the point of purchase may help advertising effectiveness.

According to an associative network view of memory, information residing within memory is organized into separate, unrelated cognitive categories.

Product premiums can also help remind consumers of certain memories.

How can companies help consumers retrieve information?

Based on the distinction between concrete and abstract words, which of the following brand names would be least memorable?

Which of the following is not an example of the importance of memory in consumer behavior?

The fact that consumers can remember an ad's claims does not necessarily mean that they believe the claims.

It is possible for advertising to alter consumers' memories of their actual experiences.