Chapter 9: Part 1

Question 1

Learning

Answer 1

any change in the content or organization of long-term memory or behavior

Question 2

Information processing

Answer 2

series of activities by which stimuli are perceived, transformed into information, and stored

Question 3

Four activities in this series

Answer 3

exposure, attention, interpretation, and memory

Question 4

Perceptual system

Answer 4

deals with information intake through exposure and attention

Question 5

Short-term memory

Answer 5

deals with holding information temporarily while it is interpreted and transferred into long-term memory

Question 6

Long-term memory

Answer 6

storing and retrieving information to be used in decisions

Question 7

Short-term memory (STM)

Answer 7

working memory, has a limited capacity to store information and sensation

Question 8

Maintenance rehearsal

Answer 8

the continual repetition of a piece of information in order to hold it in current memory for use in problem-solving or transferal to LTM

Question 9

Chunking

Answer 9

organizing individual items into groups of related items that can be processed as a single unit

Question 10

Elaborative activities

Answer 10

the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information

Question 11

Concepts

Answer 11

abstractions of reality that capture the meaning of an item in terms of other concepts

Question 12

Imagery

Answer 12

involves concrete sensory representations of ideas, feelings, and objects

Question 13

Long-term memory (LTM)

Answer 13

unlimited, permanent storage, stores numerous types of information including concepts/decision rules/processes/affective (emotional) states

Question 14

Semantic memory

Answer 14

basic knowledge and feelings an individual has about a concept

Question 15

Episodic memory

Answer 15

memory of a sequence of events in which a person participated

Question 16

Flashbulb memory

Answer 16

acute memory for the circumstances surrounding a surprising and novel event

Question 17

Schematic memory (schema)

Answer 17

complex web of associations

Question 18

Schematic memory example

Answer 18

one might associate various concepts with Mountain Dew to form a network of meaning for that brand

Question 19

Conditioning

Answer 19

set of procedures that marketers use to increase the chances that an association between two stimuli is formed or learned, has a negative connotation to many people and brings forth images of robot-like humans