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MKG310 > MKG310: CH9 > Flashcards

MKG310: CH9 Flashcards

1
Q

How did Okamoto, head of Japan’s Oita Prefecture Fisherman’s Cooperative, hope to reposition mackerel (saba)?
A: as premium seki saba, demanding up to $58 per fish

A

A: as premium seki saba, demanding up to $58 per fish

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2
Q

Which of the following provides learning experiences that affect the TYPE OF LIFESTYLE PEOPLE SEEK AND THE PRODUCTS THEY CONSUME?
A: All of the above

A

A: as premium seki saba, demanding up to $58 per fish

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3
Q

Any change in the contnt or organization of LONG-TERM MEMORY OR BEHAVIOR is known as ___.
A: Learning

A

A: Learning

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4
Q

A series of activities by which STIMULI ARE PERCEIVED, TRANSFORMED INTO INFORMATION, AND STORED is called ___.
A: information processing

A

A: information processing

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5
Q

___ is the total accumulation of PRIOR LEARNING EXPERIENCES.

A: Memory

A

A: Memory

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6
Q

Which of the following are the TWO INTERRELATED COMPONENTS OF MEMORY?
A: short-term and long-term memory

A

A: short-term and long-term memory

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7
Q

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

A

A: short-term memory

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8
Q

Which portion of total memory is devoted to PERMANENT INFORMATION STORAGE?
A: long-term memory

A

A: long-term memory

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9
Q

Which of the following statements is FALSE regarding SHORT-TERM MEMORY (STM)?
A: STM is a static structure

A

A: STM is a static structure

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10
Q

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 TRANSFERRAL TO LONG-TERM MEMORY?
A: Maintenance rehearsal

A

A: Maintenance rehearsal

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11
Q

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: maintenance rehearsal

A

A: maintenance rehearsal

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12
Q

The CAPACITY OF STM is thought to be in the range of ___ bits of information.
A: 5 to 9

A

A: 5 to 9

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13
Q

Organizing individual items into groups of related items that CAN BE PROCESSED AS A SINGLE UNIT is called ___.
A: chunking

A

A: chunking

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14
Q

Robert was studying for an exam and ORGANIZE 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 that each letter stood for and then only had to remember this acronym for the exam. What is Robert doing?
A: Chunking

A

A: Chunking

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15
Q

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of ___.
A: Chunking

A

A: Chunking

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16
Q

Which group of consumers is better able to CHUNK PRODUCT INFORMATION?
A: Product experts

A

A: Product Experts

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17
Q 
\_\_\_ are(is) the use of PREVIOUSLY STORED EXPERIENCES, VALUES, ATTITUDES, BEILEFS, AND FEELINGS TO INTERPRET AND EVALUATE INFORMATION IN WORKING MEMORY AS WELL AS TO ADD RELEVANT PREVIOUSLY STORED INFORMATION.
A: Elaborative Activities
A

A: Elaborative activities

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18
Q

A television commercial for 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: Elaborative Activities

A

A: Elaborative Activities

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19
Q

Which of the following are ABSTRACTIONS OF REALITY THAT CAPTURE THE MEANING OF AN ITEM IN TERMS OF OTHER CONCEPTS?
A: CONCEPTS

A

A: CONCEPTS

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20
Q

Which type o processing involved the RECALL AND MENTAL MANIPULATION OF SENSORY IMAGES, INCLUDING SIGHT, SMELL, TASTE, AND TACTILE SENSATIONS?
A: Imagery Processing

A

A: Imagery Processing

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21
Q

Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, process, affective (emotional) states, and so forth?
A: Long-term memory

A

A: Long-term memory

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22
Q

THE BASIC KNOWLEDGE AND FEELINGS AN INDIVIDUAL HAS ABOUT A CONCEPT is known as ___.
A: semantic memory

A

A: Semantic memory

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23
Q

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: Semantic Memory

A

A: Semantic Memory

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24
Q

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

A

A: episodic memory

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25
Q

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

A

A: Episodic memory

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26
Q

What are TWO IMPORTANT LONG-TERM MEMORY STRUCTURES?

A: Schema and scripts

A

A: Schema and scripts

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27
Q

Which type of memory structure is a complex web of associations?
A: schema

A

A: schema

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28
Q

Which of the following statements is FALSE regarding schemas?
A: Once an associative link is formed, it is permanent.

A

A: Once an associative link is formed, it is permanent.

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29
Q

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

A

A: evoked set

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30
Q

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: A: evoked set

A

A: evoked set

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31
Q

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

A

A: Script

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32
Q

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: Script

A

A: Script

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33
Q

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

A

A: Accessibility

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34
Q

How can accessibility of information stored in long-term memory be enhanced?
A: a, b, and c

A

A: a, b, and c

35
Q

The accessibility effect for brands is called _____.

A: top-of-mind awareness

A

A: top-of-mind awareness

36
Q

Accessibility is related to which of the following?

A

A:

37
Q

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

A

A: explicit memory

38
Q

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

A

A: implicit memory

39
Q

A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or 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: implicit memory

A

A: implicit memory

40
Q

Which type of learning situation is one in which the consumer is motivated to process or learn the material?
A: high-involvement learning

A

A: high-involvement learning

41
Q

Pat is purchasing new tires for his car. Since he expected to spend $400 or more for these tires, 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: high-involvement learning

A

A: high-involvement learning

42
Q

In which type of learning situation does the consumer have little or no motivation to process or learn the material?
A: low-involvement learning

A

low-involvement learning

43
Q

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: low-involvement learning

A

low-involvement learning

44
Q

Which of the following is the primary determinant of how material is learned?
A: level of involvement

A

level of involvement

45
Q

High-involvement learning often involves _____.

A: analytical reasoning

A

analytical reasoning

46
Q

High-involvement learning often involves _____.

A: operant conditioning

A

operant conditioning

47
Q

Low-involvement learning often involves _____.

all of the above

A

all of the above

48
Q

Which of the following is NOT a specific learning theory?

A: schematic

A

schematic

49
Q

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

A

conditioning

50
Q

What are the two basic forms of conditioned learning?

A: classical and operant

A

classical and operant

51
Q

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

A

Classical conditioning

52
Q

_____ 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

A

Operant conditioning

53
Q

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

A

classical conditioning

54
Q

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: operant conditioning

A

operant conditioning

55
Q

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: operant conditioning

A

operant conditioning

56
Q

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

A

shaping

57
Q

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: shaping

A

shaping

58
Q

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

A

cognitive learning

59
Q

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

A: operant

A

operant

60
Q

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

A

iconic rote learning

61
Q

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: iconic rote learning

A

iconic rote learning

62
Q

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: vicarious learning

A

vicarious learning

63
Q

The most complex form of cognitive learning is _____.

A: analytical reasoning

A

analytical reasoning

64
Q

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

A

analogical reasoning

65
Q

_____ refers to the process of learning to respond differently to similar but distinct stimuli.
A: Stimulus discrimination

A

Stimulus discrimination

66
Q

_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.
A: Stimulus generalization

A

Stimulus generalization

67
Q

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 generalization

A

stimulus generalization

68
Q

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

A

extinction

69
Q

Which of the following enhances the strength of learning?

A: all of the above

A

all of the above

70
Q

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: importance

A

importance

71
Q

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: self-referencing

A

self-referencing

72
Q

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

A

reinforcement

73
Q

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: advertising wearout

A

advertising wearout

74
Q

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: interference

A

interference

75
Q

Which of the following is a strategy to reduce competitive interference?
A: provide external retrieval cues

A

provide external retrieval cues

76
Q

_____ refers to the schematic memory of a brand.

A: Brand image

A

Brand image

77
Q

Many consumers associate Mercedes automobiles with status, luxury, quality engineering, and high price. This is an example of Mercedes’ _____.
A: brand image

A

brand image

78
Q

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

A

product positioning

79
Q

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 relates these perceptions to product attributes?
A: perceptual mapping

A

perceptual mapping

80
Q

Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as 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 repositioning

A

product repositioning

81
Q

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

A

brand equity

82
Q

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

A

brand leverage

83
Q

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

A:

A

A:

84
Q

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: transfer

A

transfer

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