Chapter 09 Test Bank
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 these choices are correct.
E. None of these choices are correct.
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 these choices are correct.
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.
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
9-3
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
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
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
9-5
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
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
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.
9-7
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
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
17. __________ are(is) 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 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
9-9
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
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
22. The basic knowledge and feelings an individual has about a concept is 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
9-11
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
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
27. Which type of memory structure is a complex web of associations?
A. schema
B. image
C. script
D. iconic
E. conceptual
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.
9-13
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
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 sequence should occur is a special type of schema known as a(n)
A. directive.
B. episode.
C. concept.
D. operant.
E. script.
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. repetition and rehearsal
E. 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.
9-15
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
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 these choices are correct.
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 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
9-17
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
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. 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. 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 these choices are correct.
E. None of these choices are correct.
9-19
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
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 these choices are correct.
E. None of these choices are correct.
47. Low-involvement learning often involves
A. classical conditioning.
B. iconic rote learning.
C. modeling.
D. All of these choices are correct.
E. None of these choices are correct.
48. Which of the following is not a specific learning theory?
A. schematic
B. operant
C. iconic rote
D. vicarious learning/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