Chapter 09
Learning, Memory, and Product Positioning
Multiple Choice Questions
1. Which of the following statements is TRUE? A. It is hard to "unlearn."
B. 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. mass media
E. all of the above
3. Any change in the content or organization of long-term memory or behavior is known as _____.
A. marketing
B. learning
C. cognition
D. information processing
4. A series of activities by which stimuli are perceived, transformed into information, and stored is called _____. A. marketing B. 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. Information processing
E. Positioning
6. Which of the following are the two interrelated components of memory? A. primary and secondary memory
B. conditioned and unconditioned memory C. 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
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. imagery
D. maintenance rehearsal
E. 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. employing imagery D. maintenance rehearsal E. chunking information
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
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. minimizing E. 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. minimizing
E. 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. minimizing E. conditioning
16. Which group of consumers is better able to chunk product information? A. younger consumers B. older consumers C. males D. females E. 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
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
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. iconic
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. operant
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. repetition
B. rehearsal
C. elaboration
D. A and B
E. A, B, and C
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
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
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
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
48. Which of the following is NOT a specific learning theory? A. schematic B. operant C. 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. pairing
B. combining
C. 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
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
56. The process of encouraging partial responses leading to the final desired response is known as _____. A. step learning B. staging C. stepping D. shaping E. 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. step learning
B. staging
C. stepping
D. shaping
E. 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. shaping
E. conscious learning
59. Which of the following is NOT a type of cognitive learning?
A. iconic rote
B. vicarious
C. reasoning/analogy
D. operant
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
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
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
68. In conditioned learning, forgetting is often referred to as _____. A. decay B. deconditioning C. extinction D. failure E. retrieval failure
69. Which of the following enhances the strength of learning?
A. importance
B. message involvement
C. mood
D. repetition
E. 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. repetition
E. 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. mood enhancement E. self-referencing
72. Anything that increases the likelihood that a given response will be repeated in the future is considered _____. A. punishment B. a reward C. reinforcement D. a conditioned stimulus E. 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. zipping
B. advertising wearout
C. interference
D. pulsing
E. 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. clutter
E. 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
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
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. increase the cognitive flexibility of consumers D. increase the extendability of a brand E. all of the above are true
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.
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
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.
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."
Chapter 09 Learning, Memory, and Product Positioning
Answer Key
Multiple Choice Questions
1. Which of the following statements is TRUE? A. It is hard to "unlearn."
B. 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.
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
3. Any change in the content or organization of long-term memory or behavior is known as _____. A. marketing B. 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. marketing B. interpretation C. learning D. 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
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. primary and secondary memory B. 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
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. 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. schema
B. scripts
C. imagery
D. 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
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
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. 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. zipping
D. 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
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. 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. younger consumers
B. older consumers
C. males
D. 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
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. elaborative activities D. 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
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
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
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
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
27. Which type of memory structure is a complex web of associations? A. schema B. image C. script D. 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. 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.
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.
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
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
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.
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
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.
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
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
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
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. age
C. level of involvement
D. 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
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
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
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. schematic
B. operant
C. iconic rote
D. 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
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. pairing
B. combining
C. conditioning
D. 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
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
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
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. step learning B. staging C. stepping D. 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
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. step learning B. staging C. stepping D. 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
59. Which of the following is NOT a type of cognitive learning?
A. iconic rote
B. vicarious
C. reasoning/analogy
D. 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
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
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. shaping
D. 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
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
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
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. decay
B. deconditioning
C. extinction
D. 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
