Chapter 8: Part 3

Question 1

Mere exposure

Answer 1

there is evidence that affect or brand preference may be increased by this, simply presenting a brand to an individual on a large number of occasions may make the individual’s attitude toward the brand more positive

Question 2

Familiarity breeds

Answer 2

liking

Question 3

Dual coding

Answer 3

storing the information in different ways

Question 4

Example of dual coding

Answer 4

when consumers learn information in two different contexts, consumer sees two ads for the same brand of dandruff shampoo (one with an office theme and one with a social theme)

Question 5

Echoic memory

Answer 5

memory of sounds, includes words