Once an associative link is formed, it is permanent.

Chapter 09 Learning, Memory, and Product Positioning Answer Key

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

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.

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.

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. repetition

B. rehearsal

C. elaboration

D. 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.

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

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.

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

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

In document TBChap009.docx (Page 39-46)