TBChap009.docx

Chapter 09 Learning, Memory, and Product Positioning

Multiple Choice Questions 1. Which of the following statements is TRUE?

A. B.

It is hard to "unlearn." Learning can happen subconsciously.

C. Experience (e.g., pushing a button gets results) can result in learning. D.

All of the above are true.

E.

None of the above is true.

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

A.

culture

B.

family

C.

friends

D. E.

mass media all of the above

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

A. B. C.

marketing learning cognition

D.

information processing

E.

repositioning

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

A. B.

marketing interpretation

C.

learning

D.

information processing

E.

positioning

5. _____ is the total accumulation of prior learning experiences.

A.

Memory

B.

Brand image

C.

Brand equity

D. E.

Information processing Positioning

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

A. B. C.

primary and secondary memory conditioned and unconditioned memory operant and classical memory

D.

short-term and long-term memory

E.

implied and explicit memory

7. Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use?

A.

short-term memory

B.

long-term memory

C.

primary memory

D.

secondary memory

E.

transient memory

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

A.

short-term memory

B.

long-term memory

C.

primary memory

D.

secondary memory

E.

established memory

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

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.

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?

A.

schema

B.

scripts

C. D. E.

imagery maintenance rehearsal chunking

11. 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?

A.

developing a schema

B.

developing a script

C. D. E.

employing imagery maintenance rehearsal chunking information

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

A.

1 to 2

B.

3 to 5

C. D. E.

5 to 9 10 to 14 15 to 20

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

A.

chunking

B.

maintenance rehearsal

C.

zipping

D. E.

minimizing conditioning

14. 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?

A.

chunking

B.

maintenance rehearsal

C.

zipping

D. E.

minimizing conditioning

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

A.

chunking

B.

maintenance rehearsal

C.

zipping

D. E.

minimizing conditioning

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

A.

younger consumers

B.

older consumers

C. D. E.

males females product experts

17. _____ 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.

A.

Maintenance rehearsal

B.

Chunking

C.

Elaborative activities

D.

Conceptualization

E.

Conditioning

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?

A.

maintenance rehearsal

B.

chunking

C.

elaborative activities

D.

conceptualization

E.

conditioning

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

A.

imagery

B.

concepts

C.

episodes

D.

semantics

E.

schema

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

A.

imagery processing

B.

mental processing

C.

episodic processing

D.

transient processing

E.

conditioned processing

21. 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?

A.

short-term memory

B.

long-term memory

C.

primary memory

D.

secondary memory

E.

episodic memory

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

A.

episodic memory

B.

primary memory

C.

accessible memory

D.

semantic memory

E.

conditioned memory

23. 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 _____.

A.

episodic memory

B.

primary memory

C.

accessible memory

D.

semantic memory

E.

conditioned memory

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

A.

episodic memory

B.

primary memory

C.

accessible memory

D.

semantic memory

E.

conditioned memory

25. Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as he placed her hand in Bud's. Which type of memory does this represent?

A.

episodic memory

B.

primary memory

C.

accessible memory

D.

semantic memory

E.

conditioned memory

26. What are two important long-term memory structures?

A.

primary and secondary

B.

schema and scripts

C.

semantic and conceptual

D.

conceptual and imagery

E.

iconic and vicarious

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

A.

schema

B.

image

C.

script

D. E.

iconic conceptual

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28. Which of the following statements is FALSE regarding schemas?

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

A.

preferred set

B.

evoked set

C.

priority set

D.

accessible set

E.

primary set

30. Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's _____.

A.

preferred set

B.

evoked set

C.

priority set

D.

accessible set

E.

primary set

31. Memory of how an action should occur is a special type of schema known as a(n) _____.

A.

directive

B.

episode

C.

concept

D. E.

operant script

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32. 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) _____.

A.

directive

B.

episode

C.

concept

D.

operant

E.

script

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

A.

retrieval

B.

elaboration

C.

maintenance

D.

accessibility

E.

learning

34. How can accessibility of information stored in long-term memory be enhanced?

A. B. C. D. E.

repetition rehearsal elaboration A and B A, B, and C

35. The accessibility effect for brands is called _____.

A.

episodic awareness

B.

conceptual awareness

C.

top-of-mind awareness

D. E.

operant learning conditioned response

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36. Accessibility is related to which of the following?

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

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

A.

explicit memory

B.

schematic memory

C.

implicit memory

D.

constructed memory

E.

concrete memory

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

A.

explicit memory

B.

schematic memory

C.

implicit memory

D.

constructed memory

E.

concrete memory

39. 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?

A.

explicit memory

B.

implicit memory

C.

scripted memory

D.

suppressed memory

E.

subliminal memory

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

A.

explicit learning

B.

implicit learning

C.

primary learning

D.

low-involvement learning

E.

high-involvement learning

41. 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?

A.

explicit learning

B.

implicit learning

C.

primary learning

D.

low-involvement learning

E.

high-involvement learning

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

A.

explicit learning

B.

implicit learning

C.

primary learning

D.

low-involvement learning

E.

high-involvement learning

43. 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?

A.

explicit learning

B.

implicit learning

C.

primary learning

D.

low-involvement learning

E.

high-involvement learning

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44. Which of the following is the primary determinant of how material is learned?

A.

education level

B.

age

C.

level of involvement

D.

occupation

E.

gender

45. High-involvement learning often involves _____.

A.

classical conditioning

B.

analytical reasoning

C.

iconic rote learning

D.

all of the above

E.

none of the above

46. High-involvement learning often involves _____.

A.

classical conditioning

B.

iconic rote learning

C.

operant conditioning

D.

all of the above

E.

none of the above

47. Low-involvement learning often involves _____.

A.

classical conditioning

B.

iconic rote learning

C.

modeling

D.

all of the above

E.

none of the above

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48. Which of the following is NOT a specific learning theory?

A. B. C.

schematic operant iconic rote

D.

vicarious/modeling

E.

reasoning/analogy

49. Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

A. B. C.

pairing combining conditioning

D.

operating

E.

shaping

50. What are the two basic forms of conditioned learning?

A.

classical and operant

B.

classical and iconic

C.

iconic rote and modeling

D.

analogy and metaphor

E.

positive and negative

51. _____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).

A.

Analogous conditioning

B.

Iconic rote conditioning

C.

Classical conditioning

D.

Modeled conditioning

E.

Vicarious conditioning

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52. _____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.

A.

Operant conditioning

B.

Iconic rote conditioning

C.

Classical conditioning

D.

Modeled conditioning

E.

Vicarious conditioning

53. Coca-Cola does not advertise during the evening news because the marketer does not want the often-negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

A.

classical conditioning

B.

operant conditioning

C.

iconic learning

D.

vicarious learning

E.

reinforced learning

54. The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning?

A.

classical conditioning

B.

operant conditioning

C.

iconic learning

D.

vicarious learning

E.

reinforced learning

55. Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement?

A.

classical conditioning

B.

operant conditioning

C.

iconic conditioning

D.

vicarious conditioning

E.

reinforced conditioning

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56. The process of encouraging partial responses leading to the final desired response is known as _____.

A. B. C. D. E.

step learning staging stepping shaping modeling

57. Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high-value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____.

A. B. C. D. E.

step learning staging stepping shaping modeling

58. Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?

A.

conditioning

B.

cognitive learning

C.

affective learning

D. E.

shaping conscious learning

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

A.

iconic rote

B.

vicarious

C.

reasoning/analogy

D. E.

operant All of the above are types of cognitive learning.

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60. Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.

A.

operant learning

B.

iconic rote learning

C.

vicarious learning

D. E.

modeling analytical reasoning

61. 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?

A.

operant learning

B.

vicarious learning

C.

modeling

D.

analytical reasoning

E.

iconic rote learning

62. When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred?

A.

operant learning

B.

vicarious learning

C.

shaping

D.

analytical reasoning

E.

iconic rote learning

63. The most complex form of cognitive learning is _____.

A.

operant learning

B.

vicarious learning

C.

iconic rote learning

D.

analytical reasoning

E.

modeling

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

A.

operant reasoning

B.

analogical reasoning

C.

cognitive reasoning

D.

affective reasoning

E.

conscious reasoning

65. _____ refers to the process of learning to respond differently to similar but distinct stimuli.

A.

Stimulus generalization

B.

Stimulus reasoning

C.

Stimulus discrimination

D.

Stimulus contrasting

E.

Stimulus identification

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

A.

Stimulus generalization

B.

Stimulus reasoning

C.

Stimulus discrimination

D.

Stimulus contrasting

E.

Stimulus identification

67. Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of _____.

A.

stimulus discrimination

B.

stimulus generalization

C.

stimulus confusion

D.

stimulus similarity

E.

stimulus deception

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

A. B. C.

decay deconditioning extinction

D. E.

failure retrieval failure

69. Which of the following enhances the strength of learning?

A. B.

importance message involvement

C. D. E.

mood repetition all of the above

70. Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning?

A.

mood

B.

punishment

C.

importance

D. E.

repetition dual coding

71. 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.

A.

importance

B.

personalization

C.

dual coding

D. E.

mood enhancement self-referencing

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72. Anything that increases the likelihood that a given response will be repeated in the future is considered _____.

A. B. C. D. E.

punishment a reward reinforcement a conditioned stimulus an operant

73. 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 _____.

A. B. C. D. E.

zipping advertising wearout interference pulsing poor positioning

74. Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as _____.

A.

noise

B.

echoic memory

C.

interference

D. E.

clutter memory failure

75. Which of the following is a strategy to reduce competitive interference?

A.

create a semantic memory of a brand

B.

create a episodic memory of a brand

C.

use pulsing

D.

provide external retrieval cues

E.

provide an incentive for trial

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76. _____ refers to the schematic memory of a brand.

A.

Brand image

B.

Brand equity

C.

Brand leverage

D.

Brand position

E.

Brand benefit

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

A.

brand equity

B.

brand image

C.

brand leverage

D.

brand position

E.

brand identity

78. The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called _____.

A.

product extension

B.

brand extension

C.

brand leveraging

D.

product positioning

E.

product equity

79. 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?

A.

regression analysis

B.

conjoint analysis

C.

analytical mapping

D.

perceptual mapping

E.

laddering

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80. Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as being for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way the market views its brand is an example of _____.

A.

product positioning

B.

product repositioning

C.

brand extension

D.

brand leveraging

E.

brand revival

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

A.

brand solvency

B.

brand liquidation

C.

brand image

D.

brand equity

E.

brand leverage

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

A.

brand leverage

B.

brand generalization

C.

brand discrimination

D.

brand substitute

E.

brand complement

83. Visual art in an ad (art infusion) has the ability to _____.

A.

increase brand image

B.

increase fit perceptions

C. D. E.

increase the cognitive flexibility of consumers increase the extendability of a brand all of the above are true

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84. When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to?

A.

complement

B.

substitute

C.

transfer

D.

image

E.

extension

True / False Questions 85. Long-term memory (LTM) is also called working memory. True

False

86. Semantic memory is the memory of a sequence of events in which a person participated. True

False

87. Associative links in memory schemata contain/house semantic content. True

False

88. In general, multiple memory nodes are activated simultaneously. True

False

89. Explicit memory is characterized by the conscious recollection of an exposure event. True

False

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

False

91. The process of encouraging partial responses leading to the final desired response is known as classical conditioning. True

False

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92. Consumers must directly experience a reward or punishment to learn. True

False

93. Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli. True

False

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

False

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

False

96. Learning cannot occur in the absence of reinforcement. True

False

97. Echoic memory is the memory of sounds, including words. True

False

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

False

99. Brand image refers to the semantic memory of a brand. True

False

100 Successful brand leverage generally requires that the original brand have a strong positive image . and that the new product fit with the original product on each of the following four dimensions: complement, substitute, transfer, and image. True

False

Essay Questions

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101 Name and describe the two components of memory. .

102 Bryan is the brand manager for a brand of paper towels and knows that consumers' involvement . with this product is low. Name and briefly describe learning theories that are appropriate for this situation, and provide an example of how Bryan can use each to influence consumers to purchase his brand.

103 Strength of learning is one factor that determines how long-lasting a learned response will be. . That is, the stronger the original learning (e.g., of nodes and links between nodes), the more likely relevant information will be retrieved when required. Discuss three of the six factors enhancing the strength of learning.

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

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

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Chapter 09 Learning, Memory, and Product Positioning Answer Key

Multiple Choice Questions 1.

Which of the following statements is TRUE?

A. B. C. D.

It is hard to "unlearn." Learning can happen subconsciously. Experience (e.g., pushing a button gets results) can result in learning. All of the above are true.

E. None of the above is true. All aspects of this are covered in the opener and reflect general principles of learning as discussed in the chapter.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-01 Describe the nature of learning and memory Topic: Learning, Memory, and Product Positioning

2.

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

A.

culture

B.

family

C.

friends

D.

mass media

E. all of the above People acquire most of their attitudes, values, tastes, behaviors, preferences, symbolic meanings, and feelings through learning.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-01 Describe the nature of learning and memory Topic: Nature of Learning and Memory

9-26 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

3.

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

A. B.

marketing learning

C.

cognition

D.

information processing

E. repositioning Learning is the result of information processing.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-01 Describe the nature of learning and memory Topic: Nature of Learning and Memory

4.

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

A. B. C. D.

marketing interpretation learning information processing

E. positioning Different information processing systems handle different aspects of learning.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-01 Describe the nature of learning and memory Topic: Nature of Learning and Memory

9-27 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

5.

_____ is the total accumulation of prior learning experiences.

A.

Memory

B.

Brand image

C.

Brand equity

D.

Information processing

E. Positioning Memory is critical to learning.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Memory's Role in Learning

6.

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

A. B.

primary and secondary memory conditioned and unconditioned memory

C.

operant and classical memory

D.

short-term and long-term memory

E. implied and explicit memory These components are not distinct physiological entities but are interrelated.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Memory's Role in Learning

9-28 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

7.

Which component of memory is also referred to as working memory and is that portion of total memory that is currently activated or in use?

A.

short-term memory

B.

long-term memory

C.

primary memory

D.

secondary memory

E. transient memory Short-term memory has a limited capacity to store information and sensations.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

8.

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

A.

short-term memory

B.

long-term memory

C.

primary memory

D.

secondary memory

E. established memory Long-term memory can store numerous types of information, such as concepts, decision rules, processes, and emotional states.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

9-29 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

9.

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

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. Short-term memory is an active, dynamic process, not a static structure.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

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?

A. B. C. D.

schema scripts imagery maintenance rehearsal

E. chunking The short-lived nature of short-term memory means that consumers must constantly refresh information through maintenance rehearsal or it will be lost.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

9-30 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

11.

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?

A.

developing a schema

B.

developing a script

C.

employing imagery

D.

maintenance rehearsal

E. chunking information Maintenance rehearsal 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.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

12.

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

A.

1 to 2

B.

3 to 5

C.

5 to 9

D.

10 to 14

E. 15 to 20 The limited capacity of short-term memory means that consumers can hold only so much information in current memory.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

9-31 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

13.

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

A.

chunking

B.

maintenance rehearsal

C. D.

zipping minimizing

E. conditioning Chunking can greatly aid in the recall of information from memory.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

14.

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?

A.

chunking

B.

maintenance rehearsal

C. D.

zipping minimizing

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

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

9-32 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

15.

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

A.

chunking

B.

maintenance rehearsal

C. D.

zipping minimizing

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

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

16.

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

A. B. C. D.

younger consumers older consumers males females

E. product experts Product experts have highly organized memory structures and are better able to learn and avoid information overload.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

9-33 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

17.

_____ 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.

A.

Maintenance rehearsal

B.

Chunking

C.

Elaborative activities

D.

Conceptualization

E. Conditioning Elaborative activities serve to redefine or add new elements to memory.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

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?

A.

maintenance rehearsal

B.

chunking

C. D.

elaborative activities conceptualization

E. conditioning Elaborative activities 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.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 3 Hard Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

9-34 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

19.

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

A.

imagery

B.

concepts

C.

episodes

D.

semantics

E. schema Concepts are similar to a dictionary definition of a word.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

20.

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

A.

imagery processing

B.

mental processing

C.

episodic processing

D.

transient processing

E. conditioned processing Imagery involves concrete sensory representations of ideas, feelings, and objects.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

9-35 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

21.

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?

A.

short-term memory

B.

long-term memory

C.

primary memory

D.

secondary memory

E. episodic memory Long-term memory is viewed as unlimited, permanent storage.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

22.

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

A.

episodic memory

B.

primary memory

C.

accessible memory

D.

semantic memory

E. conditioned memory Semantic memory represents the person's understanding of an object or event at its simplest level.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

9-36 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

23.

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 _____.

A.

episodic memory

B.

primary memory

C.

accessible memory

D.

semantic memory

E. conditioned memory Semantic memory represents the person's understanding of an object or event at its simplest level.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

24.

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

A.

episodic memory

B.

primary memory

C.

accessible memory

D.

semantic memory

E. conditioned memory Personal memories of events such as a first date, graduation, or learning to drive a car can be quite strong.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

9-37 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

25.

Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as he placed her hand in Bud's. Which type of memory does this represent?

A.

episodic memory

B.

primary memory

C.

accessible memory

D.

semantic memory

E. conditioned memory The memory of a sequence of events in which a person participated is called episodic memory.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

26.

What are two important long-term memory structures?

A.

primary and secondary

B.

schema and scripts

C.

semantic and conceptual

D.

conceptual and imagery

E. iconic and vicarious Schemas are patterns of association around a particular concept; scripts are memories of how an action sequence should occur.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

9-38 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

27.

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

A. B. C. D.

schema image script iconic

E. conceptual Schemas are patterns of association around a particular concept.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

28.

Which of the following statements is FALSE regarding schemas?

A. B.

A schema is also known as a knowledge structure. 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. Without reinforcement, the weaker links may disappear or fade over time; over the longer run, so will the stronger links.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

9-39 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

29.

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

A.

preferred set

B.

evoked set

C.

priority set

D.

accessible set

E. primary set An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

30.

Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's _____.

A.

preferred set

B.

evoked set

C.

priority set

D.

accessible set

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

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

9-40 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

31.

Memory of how an action should occur is a special type of schema known as a(n) _____.

A.

directive

B.

episode

C.

concept

D.

operant

E. script Scripts are necessary for consumers to shop effectively.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

32.

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) _____.

A.

directive

B.

episode

C.

concept

D.

operant

E. script Memory of how an action should occur is a special type of schema known as a script.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

9-41 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

33.

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

A.

retrieval

B.

elaboration

C.

maintenance

D.

accessibility

E. learning Accessibility can be enhanced by rehearsal, repetition, and elaboration.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

34.

How can accessibility of information stored in long-term memory be enhanced?

A. B. C. D.

repetition rehearsal elaboration A and B

E. A, B, and C The accessibility of information stored in long-term memory can be enhanced by repetition, rehearsal, and elaboration.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

9-42 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

35.

The accessibility effect for brands is called _____.

A.

episodic awareness

B.

conceptual awareness

C.

top-of-mind awareness

D.

operant learning

E. conditioned response When a concept is linked to other concepts in memory, its accessibility increases as a result of the multiple retrieval pathways; this allows for top-of-mind awareness where consumers think of your brand first when contemplating a purchase.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

36.

Accessibility is related to which of the following?

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 Accessibility is related to strength and number of incoming linkages and to strength and directness of links to nodes.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

9-43 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

37.

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

A.

explicit memory

B.

schematic memory

C.

implicit memory

D.

constructed memory

E. concrete memory Explicit memory is also known as traditional memory recall.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

38.

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

A.

explicit memory

B.

schematic memory

C.

implicit memory

D.

constructed memory

E. concrete memory Implicit memory is a sense of familiarity, a feeling, or a set of beliefs about an item.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

9-44 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

39.

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?

A.

explicit memory

B.

implicit memory

C.

scripted memory

D.

suppressed memory

E. subliminal memory Implicit memory involves the nonconscious retrieval of previously encountered stimuli.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

40.

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

A.

explicit learning

B.

implicit learning

C.

primary learning

D.

low-involvement learning

E. high-involvement learning A consumer might want to learn about an item before purchasing it.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Learning Under High and Low Involvement

9-45 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

41.

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?

A.

explicit learning

B.

implicit learning

C.

primary learning

D.

low-involvement learning

E. high-involvement learning High-involvement learning is a type of learning situation in which the consumer is motivated to process or learn the material.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Learning Under High and Low Involvement

42.

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

A.

explicit learning

B.

implicit learning

C.

primary learning

D.

low-involvement learning

E. high-involvement learning A consumer whose television program is interrupted by a commercial for a product he or she doesn't use has no motivation to learn the material.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Learning Under High and Low Involvement

9-46 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

43.

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?

A.

explicit learning

B.

implicit learning

C.

primary learning

D.

low-involvement learning

E. high-involvement learning In a low-involvement learning situation, the consumer has little or no motivation to process or learn the material.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Learning Under High and Low Involvement

44.

Which of the following is the primary determinant of how material is learned?

A.

education level

B. C. D.

age level of involvement occupation

E. gender Involvement is determined by the interaction of characteristics of the target market, the situation, and the ad or other marketing stimulus.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Learning Under High and Low Involvement

9-47 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

45.

High-involvement learning often involves _____.

A.

classical conditioning

B.

analytical reasoning

C.

iconic rote learning

D.

all of the above

E. none of the above Information from a credible source that contradicts or challenges one's existing beliefs will often trigger reasoning.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Cognitive Learning

46.

High-involvement learning often involves _____.

A.

classical conditioning

B.

iconic rote learning

C.

operant conditioning

D.

all of the above

E. none of the above Operant conditioning involves rewarding desirable behaviors with a positive outcome that serves to reinforce the behavior.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Conditioning

9-48 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

47.

Low-involvement learning often involves _____.

A.

classical conditioning

B.

iconic rote learning

C. D.

modeling all of the above

E. none of the above A substantial amount of low-involvement learning involves classical conditioning, iconic rote learning, and modeling.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Cognitive Learning

48.

Which of the following is NOT a specific learning theory?

A. B. C. D.

schematic operant iconic rote vicarious/modeling

E. reasoning/analogy Schematic is not a specific learning theory.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Cognitive Learning

9-49 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

49.

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

A. B. C. D.

pairing combining conditioning operating

E. shaping Consumers learn that the stimuli go (or do not go) together.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Conditioning

50.

What are the two basic forms of conditioned learning?

A.

classical and operant

B.

classical and iconic

C.

iconic rote and modeling

D.

analogy and metaphor

E. positive and negative Classical conditioning attempts to create an association between a stimulus and some response; operant conditioning attempts to create an association between a response and an outcome.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Conditioning

9-50 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

51.

_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).

A.

Analogous conditioning

B.

Iconic rote conditioning

C.

Classical conditioning

D.

Modeled conditioning

E. Vicarious conditioning Classical conditioning can lead to positive attitudes by influencing brand feelings and beliefs.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Conditioning

52.

_____ attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.

A.

Operant conditioning

B.

Iconic rote conditioning

C.

Classical conditioning

D.

Modeled conditioning

E. Vicarious conditioning Operant conditioning often involves influencing consumers to purchase a specific brand or product.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Conditioning

9-51 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

53.

Coca-Cola does not advertise during the evening news because the marketer does not want the often-negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

A.

classical conditioning

B.

operant conditioning

C.

iconic learning

D.

vicarious learning

E. reinforced learning Classical conditioning attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Conditioning

54.

The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning?

A.

classical conditioning

B.

operant conditioning

C.

iconic learning

D.

vicarious learning

E. reinforced learning Operant conditioning attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Conditioning

9-52 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

55.

Which type of conditioning requires that consumers first engage in a deliberate behavior (i.e., trying the product) and come to understand its power in predicting positive outcomes that serve as reinforcement?

A.

classical conditioning

B.

operant conditioning

C.

iconic conditioning

D.

vicarious conditioning

E. reinforced conditioning Operant conditioning attempts to create an association between a response (e.g., buying a brand) and some outcome (e.g., satisfaction) that serves to reinforce the response.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Conditioning

56.

The process of encouraging partial responses leading to the final desired response is known as _____.

A. B. C. D.

step learning staging stepping shaping

E. modeling Shaping is a critical step in the purchase or trial of a product.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Conditioning

9-53 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

57.

Procter & Gamble, the maker of Crest brand toothpaste, has modified this brand to include whiteners. To encourage consumers to adopt this brand, P&G gave away free samples along with a high-value coupon on the purchase of a tube. The hope was that consumers would try the brand, purchase it at a discount, and finally buy it at full price. This is an example of _____.

A. B. C. D.

step learning staging stepping shaping

E. modeling The process of encouraging partial responses leading to the final desired response is known as shaping.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Conditioning

58.

Which type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations?

A.

conditioning

B.

cognitive learning

C.

affective learning

D.

shaping

E. conscious learning Cognitive learning can range from very simple information acquisition to complex, creative problem solving.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Cognitive Learning

9-54 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

59.

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

A. B. C. D.

iconic rote vicarious reasoning/analogy operant

E. All of the above are types of cognitive learning. Operant conditioning is not a type of cognitive learning.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Cognitive Learning

60.

Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.

A.

operant learning

B.

iconic rote learning

C.

vicarious learning

D.

modeling

E. analytical reasoning Through iconic rote learning, consumers may form beliefs about the characteristics or attributes of products without being aware of the source of information.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Cognitive Learning

9-55 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

61.

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?

A.

operant learning

B.

vicarious learning

C. D.

modeling analytical reasoning

E. iconic rote learning Learning a concept or the association between two or more concepts in the absence of conditioning is known as iconic rote learning.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Cognitive Learning

62.

When consumers do not directly experience a reward or punishment to learn but instead observe the outcomes of others' behaviors and adjust their own accordingly, which type of learning has occurred?

A.

operant learning

B.

vicarious learning

C. D.

shaping analytical reasoning

E. iconic rote learning Consumers can use imagery to anticipate the outcome of various courses of action.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Cognitive Learning

9-56 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

63.

The most complex form of cognitive learning is _____.

A.

operant learning

B.

vicarious learning

C.

iconic rote learning

D.

analytical reasoning

E. modeling Individuals engage in creative thinking to restructure and recombine existing or new information to form new associations and concepts.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Cognitive Learning

64.

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

A.

operant reasoning

B.

analogical reasoning

C.

cognitive reasoning

D.

affective reasoning

E. conscious reasoning Analogical reasoning allows consumers to use knowledge about something they are familiar with to help them understand something they are not familiar with.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Cognitive Learning

9-57 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

65.

_____ refers to the process of learning to respond differently to similar but distinct stimuli.

A.

Stimulus generalization

B.

Stimulus reasoning

C.

Stimulus discrimination

D.

Stimulus contrasting

E. Stimulus identification This process is critical for marketers who want consumers to perceive their brands as unique compared with other brands.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Learning to Generalize and Differentiate

66.

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

A.

Stimulus generalization

B.

Stimulus reasoning

C.

Stimulus discrimination

D.

Stimulus contrasting

E. Stimulus identification Stimulus generalization is often referred to as the rub-off effect.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Learning to Generalize and Differentiate

9-58 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

67.

Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of _____.

A.

stimulus discrimination

B.

stimulus generalization

C.

stimulus confusion

D.

stimulus similarity

E. stimulus deception Stimulus generalization occurs when a response to one stimulus is elicited by a similar but distinct stimulus.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Learning to Generalize and Differentiate

68.

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

A. B. C. D.

decay deconditioning extinction failure

E. retrieval failure In conditioned learning, forgetting is often referred to as extinction because the desired response decays or dies out if learning is not repeated and reinforced.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory Topic: Learning, Memory, and Retrieval

9-59 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

69.

Which of the following enhances the strength of learning?

A.

importance

B.

message involvement

C. D.

mood repetition

E. all of the above The stronger the original learning, the more likely relevant information will be retrieved when required.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory Topic: Strength of Learning

70.

Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning?

A.

mood

B.

punishment

C.

importance

D.

repetition

E. dual coding Importance refers to the value that consumers place on the information to be learned.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory Topic: Strength of Learning

9-60 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

71.

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.

A. B.

importance personalization

C.

dual coding

D.

mood enhancement

E. self-referencing The "self" is a powerful memory schema, and integrating brand information in this schema enhances learning and memory.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory Topic: Strength of Learning

72.

Anything that increases the likelihood that a given response will be repeated in the future is considered _____.

A. B. C. D.

punishment a reward reinforcement a conditioned stimulus

E. an operant While learning frequently occurs in the absence of reinforcement, reinforcement has a significant impact on the speed at which learning occurs and the duration of its effect.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory Topic: Strength of Learning

9-61 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

73.

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 _____.

A.

zipping

B.

advertising wearout

C.

interference

D.

pulsing

E. poor positioning Too much repetition can cause consumers to actively shut out the message, evaluate it negatively, or disregard it.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory Topic: Strength of Learning

74.

Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way, which is an effect referred to as _____.

A. B. C. D.

noise echoic memory interference clutter

E. memory failure Competitive advertising is a common form of interference in marketing.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory Topic: Memory Interference

9-62 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

75.

Which of the following is a strategy to reduce competitive interference?

A.

create a semantic memory of a brand

B.

create a episodic memory of a brand

C. D.

use pulsing provide external retrieval cues

E. provide an incentive for trial Retrieval cues provide an external pathway to information that is stored in memory.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory Topic: Memory Interference

76.

_____ refers to the schematic memory of a brand.

A.

Brand image

B.

Brand equity

C.

Brand leverage

D.

Brand position

E. Brand benefit Brand image is what people think of and feel when they hear or see a brand name.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-05 Understand the application of learning to brand positioning; equity; and leverage Topic: Brand Image

9-63 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

77.

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

A.

brand equity

B.

brand image

C.

brand leverage

D.

brand position

E. brand identity Brand image is what people think of and feel when they hear or see a brand name.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-05 Understand the application of learning to brand positioning; equity; and leverage Topic: Brand Image

78.

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called _____.

A.

product extension

B.

brand extension

C.

brand leveraging

D.

product positioning

E. product equity Marketers decide that they want the members of a market segment to think and feel a certain way about a brand relative to other brands.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-05 Understand the application of learning to brand positioning; equity; and leverage Topic: Product Positioning

9-64 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

79.

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?

A.

regression analysis

B.

conjoint analysis

C.

analytical mapping

D.

perceptual mapping

E. laddering Perceptual mapping is a useful indirect technique for determining evaluative criteria.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-05 Understand the application of learning to brand positioning; equity; and leverage Topic: Product Positioning

80.

Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as being for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way the market views its brand is an example of _____.

A.

product positioning

B.

product repositioning

C.

brand extension

D.

brand leveraging

E. brand revival Product repositioning refers to a deliberate decision to significantly alter the way the market views a product.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-05 Understand the application of learning to brand positioning; equity; and leverage Topic: Product Repositioning

9-65 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

81.

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

A.

brand solvency

B.

brand liquidation

C.

brand image

D.

brand equity

E. brand leverage Brand equity is nearly synonymous with the reputation of the brand.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-05 Understand the application of learning to brand positioning; equity; and leverage Topic: Brand Equity and Brand Leverage

82.

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

A.

brand leverage

B.

brand generalization

C.

brand discrimination

D.

brand substitute

E. brand complement Brand leverage refers to marketers capitalizing on brand equity by using an existing brand name for new products.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-05 Understand the application of learning to brand positioning; equity; and leverage Topic: Brand Equity and Brand Image

9-66 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

83.

Visual art in an ad (art infusion) has the ability to _____.

A.

increase brand image

B.

increase fit perceptions

C. D.

increase the cognitive flexibility of consumers increase the extendability of a brand

E. all of the above are true Positive effects of visual art occur even when consumers are not familiar with the visual art in question.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-05 Understand the application of learning to brand positioning; equity; and leverage Topic: Brand Equity and Brand Image

84.

When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to?

A.

complement

B.

substitute transfer

C. D.

image

E. extension Transfer is one of the dimensions necessary for successful brand leverage.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-05 Understand the application of learning to brand positioning; equity; and leverage Topic: Brand Equity and Brand Leverage

True / False Questions

9-67 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

85.

Long-term memory (LTM) is also called working memory. FALSE Short-term memory is also called working memory.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Short-Term Memory

86.

Semantic memory is the memory of a sequence of events in which a person participated. FALSE Episodic memory is the memory of a sequence of events in which a person participated.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

87.

Associative links in memory schemata contain/house semantic content. FALSE Flashbulb memories are vividly detailed and therefore, highly enduring over time.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

88.

In general, multiple memory nodes are activated simultaneously. TRUE This depends on the total context in which the memory is being activated.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory 9-68 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

89.

Explicit memory is characterized by the conscious recollection of an exposure event. TRUE This is also known as traditional memory recall.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Long-Term Memory

90.

Level of involvement is the primary determinant of how material is learned. TRUE Involvement is determined by the interaction of characteristics of the target market, the situation, and the ad or other marketing stimulus.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Learning Under High and Low Involvement

91.

The process of encouraging partial responses leading to the final desired response is known as classical conditioning. FALSE The process of encouraging partial responses leading to the final desired response is known as operant conditioning.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Conditioning

92.

Consumers must directly experience a reward or punishment to learn. FALSE Consumers can observe the outcomes of others' behaviors and adjust their own accordingly.

AACSB: Analytical Thinking 9-69 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Cognitive Learning

93.

Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli. TRUE Stimulus generalization is often referred to as the rub-off effect.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Learning to Generalize and Discriminate

94.

In conditioned learning, forgetting is often referred to as extinction. TRUE In conditioned learning, forgetting is often referred to as extinction because the desired response decays or dies out if learning is not repeated and reinforced.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory Topic: Learning, Memory, and Retrieval

95.

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

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Strength of Learning

9-70 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

96.

Learning cannot occur in the absence of reinforcement. FALSE While learning frequently occurs in the absence of reinforcement, reinforcement has a significant impact on the speed at which learning occurs and the duration of its effect.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Strength of Learning

97.

Echoic memory is the memory of sounds, including words. TRUE This provides the opportunity for dual coding when the sound component of a message conveys similar meanings to that being conveyed by the verbal message.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Strength of Learning

98.

Bland music that is not dynamic and interesting will most likely stimulate earworms. FALSE Upbeat, unexpected, change are what cause earworms.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory Topic: Repetition

99.

Brand image refers to the semantic memory of a brand. FALSE Brand image refers to the schematic memory of a brand.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember 9-71 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Difficulty: 2 Medium Learning Objective: 09-05 Understand the application of learning to brand positioning; equity; and leverage Topic: Brand Image

100.

Successful brand leverage generally requires that the original brand have a strong positive image and that the new product fit with the original product on each of the following four dimensions: complement, substitute, transfer, and image. FALSE At least one of the four dimensions is required for successful brand leverage.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 09-05 Understand the application of learning to brand positioning; equity; and leverage Topic: Brand Equity and Brand Leverage

Essay Questions

9-72 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

101.

Name and describe the two components of memory.

Memory consists of two interrelated components: short-term memory and long-term memory. These are not distinct physiological entities. Instead, short-term memory (STM) or working memory is that portion of total memory that is currently activated or in use. Long-term memory (LTM) is that portion of total memory devoted to permanent storage. STM memory is short lived, meaning that consumers must constantly refresh information through maintenance rehearsal or it will be lost. STM also has limited capacity, thought to be in the range of 5 to 9 bits of information. Organizing individual items into groups of related items that can be processed as a single unit is called chunking. Finally, elaborative activities occur in STM. Elaborative activities 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. Long-term memory (LTM) is viewed as an unlimited, permanent storage. Semantic memory is the basic knowledge and feelings an individual has about a concept, and episodic memory is the memory of a sequence of events in which a person participated. Two important memory structures are schemas and scripts. A pattern of associations around a particular concept is termed a schema, and schematic memory is a complex web of associations. Memory of how an action sequence should occur is known as a script.

AACSB: Analytical Thinking Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-02 Explain the types of memory and memory's role in learning Topic: Memory's Role in Learning

9-73 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

102.

Bryan is the brand manager for a brand of paper towels and knows that consumers' involvement with this product is low. Name and briefly describe learning theories that are appropriate for this situation, and provide an example of how Bryan can use each to influence consumers to purchase his brand.

Classical conditioning and iconic rote learning tend to occur in low-involvement situations. Vicarious learning/modeling is also common in this situation, although it is also common in high-involvement situations. Classical conditioning is the process of using an established relationship between one stimulus (e.g., music, beautiful outdoor scene) and response (e.g., pleasant feelings) to bring about the learning of the same response (e.g., pleasant feelings) to a different stimulus (e.g., the brand). Bryan could pair a pleasant stimulus in advertising, such as a sparkling clean kitchen, with the brand of paper towel, which could increase the likelihood that consumers will like the brand. Iconic rote learning involves learning a concept or the association between two or more concepts in the absence of conditioning. That is, there is neither an unconditioned stimulus (i.e., classical conditioning) nor a direct reward or reinforcement (operant conditioning) involved. Numerous repetitions of a simple message that occur as the consumer scans the environment may result in the essence of the message being learned. Thus, Bryan could use mere repetition of ads to enable consumers to learn about the characteristics or attributes of the brand. In vicarious learning/modeling, it is not necessary for consumers to directly experience a reward or punishment to learn. Instead, they can observe the outcomes of others' behaviors and adjust their own accordingly. A substantial amount of learning occurs in low-involvement situations. Throughout the course of their lives, people observe others using products and behaving in a great variety of situations and do not pay much attention most of the time. However, over time they learn that certain behavior, and products, are appropriate in some situations and others are not. Bryan needs to ensure that users of his brand are portrayed in advertisements.

AACSB: Analytical Thinking Blooms: Understand Difficulty: 3 Hard Learning Objective: 09-03 Distinguish the different processes underlying high- and low-involvement learning Topic: Summary of Learning Theories

9-74 Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

103.

Strength of learning is one factor that determines how long-lasting a learned response will be. That is, the stronger the original learning (e.g., of nodes and links between nodes), the more likely relevant information will be retrieved when required. Discuss three of the six factors enhancing the strength of learning.

Strength of learning is enhanced by six factors: importance, message involvement, mood, reinforcement, repetition, and dual coding. Students can discuss any three: Importance—refers to the value that consumers place on the information to be learned. Importance might be driven by inherent interest in the product or brand, or it might be driven by the need to make a decision in the near future. Importance is positively related to strength of learning, largely due to the greater elaborative activities involved in fully processing and categorizing the material. Message involvement—processing can be increased by causing the person to become involved with the message itself. Deepened involvement with the messages increases the extent of processing of the message and memory of the associated features or theme. Ways to increase message involvement include adding scents to ads, using suspense, and increasing the personal relevance of the message to the consumer. Mood—a positive mood during the presentation of information enhances learning because it appears to enhance the information's relational elaboration, producing a more complete and stronger set of linkages among a variety of other brands and concepts, which in turn enhances retrieval. Reinforcement—anything that increases the likelihood that a given response will be repeated in the future is considered reinforcement. Reinforcement has a significant impact on the speed at which learning occurs and the duration of its effect. Repetition—enhances learning and memory by increasing the accessibility of information in memory or by strengthening the associative linkages between concepts. Basically, the more times people are exposed to information or engage in a behavior, the more likely they are to learn and remember it. Dual coding—consumers can store (code) information in different ways. Storing the same information in different ways (dual coding) results in more internal pathways (associative links) for retrieving information. This, in turn, can increase learning and memory.

AACSB: Analytical Thinking Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory Topic: Strength of Learning

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104.

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

Memory interference—the difficulty in retrieving a specific piece of information because other related information in memory gets in the way. A common form of interference in marketing is due to competitive advertising. Competitive advertising makes it harder for consumers to recall any given advertisement and its contents. A number of strategies exist for reducing memory interference: Avoid competing advertising—avoid having your ad appear in the same set of ads (i.e., same pod in a TV format) as your competitors. Some companies actually pay a premium to ensure this exclusivity. Another strategy is called recency planning, which involves trying to plan advertising exposures so that they occur as close in time to a consumer purchase occasion as possible. Strengthen initial learning—stronger learning is less subject to memory interference. Memory interference is less pronounced in high-involvement contexts and for highly familiar brands. Strategies that encourage dual coding can strengthen initial learning. Reduce similarity to competing ads—similarity can be in terms of ad claims, emotional valence, and ad execution elements. Just as unique ads can break through advertising clutter to garner greater attention, unique ads are also more resistant to competitive memory interference. Provide external retrieval cues—retrieval cues provide an external pathway to information that is stored in memory, and brands are so important because they can serve as a retrieval cue. Additionally, marketers can use point-of-purchase displays or package cues that link directly back to the advertisements for that brand.

AACSB: Analytical Thinking Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-04 Summarize the factors affecting information retrieval from memory Topic: Memory Interference

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105.

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

Brand image refers to the schematic memory of a brand. It contains the target market's interpretation of the product's attributes, benefits, usage situations, users, and manufacturer/marketer characteristics. It is what people think of and feel when they hear or see a brand name. It is, in essence, the set of associations consumers have learned about the brand. The ability to benefit from a brand image is called brand equity. Product positioning is a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment. That is, marketers decide that they want the members of a market segment to think and feel in a certain way about a brand relative to competing brands, and product positioning is most commonly applied to decisions concerning brands. The terms product position and brand image are often used interchangeably. In general, however, product position involves an explicit reference to a brand's image relative to another brand or the overall industry. Brand image generally considers the firm's image without a direct comparison to a competitor. Brand equity is the value consumers assign to a brand above and beyond the functional characteristics of the product. Brand equity is based on the product position of the brand. Brand leverage, often termed family branding, brand extensions, or umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products.

AACSB: Analytical Thinking Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-05 Understand the application of learning to brand positioning; equity; and leverage Topic: Brand Image and Product Positioning

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