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Chapter 04—Memory and Knowledge
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1. Echoic memory is sensory memory of things we see.
a.
True
b.
False
ANSWER:
False
2. Working memory is where most of the conscious information processing takes place.
a.
True
b.
False
ANSWER:
True
3. Episodic memory tends to be very personal and idiosyncratic because we each have a unique set of experiences.
a.
True
b.
False
ANSWER:
True
4. Consumers who consider indulging in a purchase expect to have more positive than negative feelings when a strong
justification for the indulgence is lacking.
a.
True
b.
False
ANSWER:
False
5. Implicit memory is when consumers are consciously aware that they remember something.
a.
True
b.
False
ANSWER:
False
6. A chunk is a group of items that are processed as a unit.
a.
True
b.
False
ANSWER:
True
7. Memory can be enhanced through elaboration that involves rote memorization.
a.
True
b.
False
ANSWER:
False
8. Concepts connected by weak links are more likely to activate each other than are those connected by strong links.
a.
True
b.
False
ANSWER:
False
9. When consumers see one brand alongside a second brand that has a completely different personality, the first will
stimulate more negative reaction than if the second brand’s personality is similar to that of the first brand.
a.
True
b.
False
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ANSWER:
False
10. Firms with a sincere brand personality may have an easier time reinvigorating customer relationships after a crisis
because consumers are less surprised by nonroutine experiences with such brands.
a.
True
b.
False
ANSWER:
False
11. The first or pioneer brand in a category lacks the ability to set a standard against which later brands can be compared.
a.
True
b.
False
ANSWER:
False
12. The broadest level of categorization is the subordinate level, where objects share a few associations but also have
many different ones.
a.
True
b.
False
ANSWER:
False
13. Positioning close to the prototype can be an effective way to differentiate a brand.
a.
True
b.
False
ANSWER:
False
14. Although consumers have different goals over time, they have goal-derived categories that are consistent.
a.
True
b.
False
ANSWER:
False
15. Unlike taxonomic categories, goal-derived categories exhibit graded structure.
a.
True
b.
False
ANSWER:
False
16. When people are close to implementing a goal, more concrete knowledge about the feasibility of attaining the goal
becomes salient.
a.
True
b.
False
ANSWER:
True
17. Experts' associative networks are more interconnected than the networks of novices.
a.
True
b.
False
ANSWER:
True
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18. Consumers appear to more quickly access information about brands they encounter when they are old compared to
when they are younger.
a.
True
b.
False
ANSWER:
False
19. Michael is watching his favorite show on television when an ad catches his attention. He perceives that it is a life
insurance commercial. In this scenario, Michael must _____ what he saw to retain information.
a.
be aware of
b.
have a high level of attention for
c.
comprehend
d.
visualize
e.
mentally and emotionally agree to
ANSWER:
c
20. Iconic memory is sensory memory of things we _____.
a.
smell
b.
touch
c.
taste
d.
hear
e.
see
ANSWER:
e
21. _____ is the portion of memory where incoming information is encoded or interpreted in the context of existing
knowledge, and kept available for more processing.
a.
Working memory
b.
Dynamic memory
c.
Coded memory
d.
Characteristic memory
e.
Static memory
ANSWER:
a
22. _____ represents knowledge about ourselves and what has happened to us in our past, including emotions and
sensations tied to past experiences.
a.
Conditional knowledge
b.
Episodic memory
c.
Symbolic memory
d.
Associative memory
e.
Tacit knowledge
ANSWER:
b
23. _____ reflects the information we have already learned and stored in memory.
a.
Knowledge structure
b.
Knowledge content
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c.
Data mine
d.
Data mart
e.
Information schema
ANSWER:
b
24. _____ describes how we organize knowledge in memory.
a.
Knowledge content
b.
Knowledge structure
c.
Knowledge taxonomy
d.
Knowledge base
e.
Knowledge labeling
ANSWER:
b
25. Joshua likes ice cream and routinely eats it for dessert after dinner. The schema for ice cream includes associations
that reflect its consumption occasions. In the context of the associations in schemas, which of the following dimensions is
depicted in this scenario?
a.
Uniqueness
b.
Favorability
c.
Perception
d.
Recognition
e.
Salience
ANSWER:
b
26. In the context of the associations in schemas, which of the following is a dimension that is crucial to building and
maintaining strong brands?
a.
Cocreation
b.
Readability
c.
Uniqueness
d.
Sourcing
e.
Competition
ANSWER:
c
27. Joos Up, a leading soft drink company, recently launched several energizing drinks for young people. If a consumer's
_____ of Joos Up is favorable, it may include such associations as "tastes great" and "boosts me up."
a.
brand priming
b.
scripted network
c.
knowledge content
d.
brand image
e.
knowledge structure
ANSWER:
d
28. Lavish Homes is a furnishing and home décor store that is suited to people of all classes and tastes. Consumers tend to
describe the brand as a down-home, honest, thrifty, helpful, and working-class friendly. In this scenario, the consumers'
descriptions reflect the _____.
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a.
associative schema
b.
network associativity
c.
brand's image
d.
schematic orientation
e.
brand's personality
ANSWER:
e
29. Which of the following statements is true when consumers see one brand alongside a second brand that has a
completely different personality?
a.
The first brand will simulate more negative reaction than the second brand.
b.
The second brand will simulate more positive reaction than the first brand.
c.
The first brand will seem more distinctive than the second brand.
d.
The first brand's personality will seem to overlap with that of the second brand.
e.
The second brand will seem more distinctive than the first brand.
ANSWER:
c
30. Consumers collaborating with companies to shape brand personality and develop new products is referred to as _____.
a.
serial-positioning
b.
cocreation
c.
personification
d.
scripting
e.
prototyping
ANSWER:
b
31. A(n) _____ is a special type of schema that represents knowledge of the sequence of actions involved in performing
an activity.
a.
endnote
b.
stimuli
c.
script
d.
extension
e.
prototype
ANSWER:
c
32. Rad visits a posh restaurant while on vacation. He is aware that he will need to be well behaved while he enjoys his
dinner. He knows that he will need to wait to be seated, speak in a quiet voice, and leave a tip. These are all parts of Rad's
_____ for fine dining.
a.
prototypicality
b.
imaging
c.
salient behavior
d.
script
e.
graded structure
ANSWER:
d
33. Which of the following is a concern associated with brand extensions?
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a.
The brand associations that are transferred to the new product will be too strong.
b.
Motivation to process the brand image will be too high.
c.
The creation of a new brand name is impossible.
d.
The brand schema becomes less coherent and brand's image is diluted.
e.
Many associations are linked with the original brand name.
ANSWER:
d
34. In the context of brand extensions, stretchability of a brand depends on:
a.
consumers' rejection of the fit between the parent brand and other products on which it appears.
b.
preventing the transfer of meaning from the new branded product to the original brand schema.
c.
the usage differences between parent brand and associated products.
d.
finding consumers with the same degree of liking for a parent brand.
e.
consumers' ability to process relationships between the parent brand and associated products.
ANSWER:
e
35. Ronth Chemicals, a leading chemical manufacturing factory, has taken efforts to minimize disposing of chemical
waste. This effort by the management is a step toward preserving the environment. In this scenario, Ronth Chemicals is
trying to change its _____.
a.
brand image
b.
brand network
c.
knowledge structure
d.
knowledge model
e.
consumer schema
ANSWER:
a
36. Andoitine, a leading pharmaceutical company, makes Tonedeep, a medicine widely used for viral infections in
children. However, doctors recently discovered that children who took this medicine could develop a serious blood
disorder. This has led to Andoitine's recalling their product for further testing. This is an example of Andoitine:
a.
reducing clutter for brand image.
b.
reducing elaboration for a brand.
c.
protecting its brand image.
d.
creating a new brand name.
e.
increasing processing efficiency.
ANSWER:
c
37. In the context of brand images and personalities being threatened during a brand crisis, strong prior brand images can
act as a _____.
a.
disaster revival
b.
risk-enhancer
c.
consumer expander
d.
shock-absorber
e.
safety mechanism
ANSWER:
d
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38. Which of the following statements is true of firms with an "exciting" brand personality?
a.
They face difficulty re-establishing strong customer relations after a crisis.
b.
Their consumers' fundamental perceptions of the brand are deteriorated after a crisis.
c.
They need to act more aggressively to support their brands after a crisis.
d.
Their consumers are reluctant to accept nonroutine experiences after a crisis.
e.
They have an easier time reinvigorating customer relationships after a crisis.
ANSWER:
e
39. The fact that taxonomic category members vary in how well they are perceived to represent a category illustrates the
principle of _____.
a.
correlated association
b.
co-branding
c.
graded structure
d.
a prototypical brand
e.
a goal-derived group
ANSWER:
c
40. _____ is the extent to which category members are considered to be representative of a category.
a.
Addressability
b.
Scripting
c.
Correlated association
d.
Prototypicality
e.
Structural grading
ANSWER:
d
41. Which of the following is a factor that affects whether a consumer regards something as a category prototype?
a.
Brand images
b.
Type of schemas
c.
Graded structures
d.
Schematic extensions
e.
Shared associations
ANSWER:
e
42. The frequency with which an object is encountered as a category member makes it a(n) _____.
a.
prototype
b.
taxonomic representative
c.
category schema
d.
premium brand
e.
artifact
ANSWER:
a
43. Which of the following factors affects whether a consumer regards something as a category prototype?
a.
Sharing the most associations with members from different categories
b.
Pioneer brands setting a standard for later brands
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c.
Brands with the lowest market share
d.
Dominant brands dissolving their ties with lesser known brands
e.
Sharing the least number of associations with other members of its own category
ANSWER:
b
44. La Malang is a regular food festival which invites chefs from across the world to participate. People come in large
numbers to try out the different cuisines. Food stalls during the festival have been classified into categories such as
"Starters," "Main Course," and "Desserts." The common characteristics of the dishes have led to this form of a
categorization. The various categories in this scenario can be called _____.
a.
taxonomic categories
b.
structural grades
c.
prototype grades
d.
objective categories
e.
hierarchical orientations
ANSWER:
a
45. Items such as cookies, crackers, and potato chips have separate schemas. However, these can be clustered into one
category because they are all snack foods and share the common characteristic of being served as snacks. Such categories
are referred to as _____.
a.
taxonomic categories
b.
objective scripts
c.
productive categories
d.
objective assemblies
e.
categorized scripts
ANSWER:
a
46. In the context of the hierarchically structured taxonomic categories, the superordinate level is the _____ of
categorization.
a.
most specific level
b.
most associated level
c.
most delicate level
d.
finest level
e.
broadest level
ANSWER:
e
47. Savor Rich coffee and Jolnes bottled water are both members of the beverage category. Although they have a few
common associations, they also have many that are different. In this scenario, beverages are an example of a(n) _____ of
categorization.
a.
parent level
b.
basic level
c.
exemplary level
d.
superordinate level
e.
subordinate level
ANSWER:
d
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48. In the context of taxonomic categories being structured hierarchically, the finest level of differentiation exists at the
_____.
a.
basic level
b.
initial level
c.
subordinate level
d.
summarized level
e.
superordinate level
ANSWER:
c
49. The difference between sugar cookies and cinnamon crackers is a fine one. This can be considered a(n) _____ of
categorization.
a.
open level
b.
basic level
c.
exemplary level
d.
superordinate level
e.
subordinate level
ANSWER:
e
50. In a progression from the superordinate to the basic to the subordinate levels, _____.
a.
consumers use more associations to describe objects
b.
consumers use fewer attributes to describe objects
c.
the associations become simpler
d.
the cognitive structure becomes simpler
e.
the associations become weaker
ANSWER:
a
51. In the context of the hierarchical structure of information stored in memory, which of the following statements is true
of people who ignore environmental cues?
a.
They do not form general beliefs about product categories.
b.
They concentrate on information about brand images.
c.
They tend to integrate pieces of information when storing them.
d.
They segregate information based on knowledge.
e.
They store information in a context-specific way.
ANSWER:
c
52. Brands viewed as the best examples of a product category are called _____.
a.
processed brands
b.
salient brands
c.
prototypical brands
d.
graded brands
e.
equitable brands
ANSWER:
c
53. Identito Foods, a leading snack food brand, believes in delivering food products that are tasty and healthy. However,
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the marketing professionals at Identito Foods notice that it is difficult to convince consumers that their products taste good
and are healthy at the same time. This scenario demonstrates an instance where consumers look at healthy food and lack
of taste as _____.
a.
negative associations
b.
salient features
c.
correlated attributes
d.
line extensions
e.
inflexible effects
ANSWER:
c
54. One of the effective ways to differentiate a brand from other brands is to:
a.
discard old prototypes of the product.
b.
position the brand away from the prototype.
c.
increase the number of associations with the product category.
d.
price the product close to its prototype.
e.
create an entirely new set of associations for the brand.
ANSWER:
b
55. Applying the concept of correlated associations, when two brands with similar brand concepts become cosponsors of
an event, _____.
a.
hybrid product categories can be merged
b.
an assimilated association can be formulated
c.
a positive image transfer can occur
d.
internal inferences can be reduced
e.
salient attributes can be added to a brand image
ANSWER:
c
56. In a grocery store, the beverages section of the floor contains sub-sections for juices, tea, coffee, and soft drinks. This
denotes the usage of _____ within the retail environment.
a.
feature displays
b.
schemas
c.
correlated attributes
d.
prototypes
e.
hierarchical structures
ANSWER:
e
57. In the context of retail merchandising, when products are organized according to benefit, consumers will perceive
individual products in each category to be _____.
a.
most unique
b.
less desirable
c.
most exclusive
d.
less distinctive
e.
less ordinary
ANSWER:
d
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58. Although objects may belong to very different taxonomic categories, they can be assigned to the same category by
consumers if they:
a.
serve the same goal.
b.
are part of different schemas.
c.
serve similar consumers.
d.
are broadly classified.
e.
enhance brand images.
ANSWER:
a
59. Anne is organizing a house party. She considers ordering expensive wine, caviar, and desserts that will be served to
guests under one category. Although each of these items possess different attributes, Anne places them in the _____.
a.
dynamically priced category
b.
goal-derived category
c.
self-made category
d.
hierarchical structure
e.
prototypical structure
ANSWER:
b
60. Which of the following statements is true when consumers are far away from implementing a goal?
a.
People prepare for the required activity and perform well.
b.
Competitive goals are given high priority.
c.
Abstract knowledge about the desirability of attaining the goal becomes salient.
d.
The focus lies on how to attain a goal without much effort.
e.
Concrete knowledge about the feasibility of attaining the goal becomes salient.
ANSWER:
c
61. _____ describes the different levels of abstractness in the associations that a consumer has about concepts and how
the consumer's psychological distance from these concepts influences his or her behavior.
a.
Construal level theory
b.
Fixed point theory
c.
Adaptation level theory
d.
Abstract theory
e.
Bohr's theory
ANSWER:
a
62. Which of the following is a difference between expert consumers and novices?
a.
Expert consumers have more refined taxonomic structure of categories than novices.
b.
Expert consumers exhibit less flexibility in activating suitable associations than novices.
c.
Novices have more concrete associations linked to a concept than expert consumers.
d.
Novices exhibit more flexibility in activating suitable categories than expert consumers.
e.
Novices have a richer associative network with more associations than expert consumers.
ANSWER:
a
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63. In the context of memory and retrieval, which of the following statements is true of interference?
a.
It is reduced by repeatedly retrieving a particular information from memory.
b.
It occurs when the strength of a memory deteriorates over time because of the presence of other memories
that compete with it.
c.
It is negatively affected by competitive advertising when an established brand promotes a new attribute.
d.
It affects bilingual customers since second-language messages are retrieved better than first-language
messages.
e.
It occurs when a person retrieves memories through the use of decoding techniques.
ANSWER:
b
64. To reduce interference, marketers use visual and textual cues that reinforce each other. This tactic helps consumers to
process _____, thereby improving retrieval.
a.
taxonomic hierarchical categories
b.
activated concepts
c.
second-language messages
d.
knowledge databases
e.
first-impression data
ANSWER:
c
65. _____ is the tendency to show greater memory for information that comes first in a sequence.
a.
Ascendency
b.
Recency
c.
Primacy
d.
Dormancy
e.
Occupancy
ANSWER:
c
66. Jenny remembers that her friend told her about a new apparel store in town. She plans to visit the store during the
weekend to purchase a dress for an office party. She is excited and looks forward to making the purchase, yet she forgets
that it was her neighbor who had told her about the store and not her friend. This scenario depicts an example of a form of
_____.
a.
source confusion
b.
disassociated network
c.
object salience
d.
structural grading
e.
prototypicality
ANSWER:
a
67. A _____ is some stimulus that facilitates the activation of memory.
a.
log signal
b.
retrieval cue
c.
prototype
d.
recirculated schema
e.
script
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ANSWER:
b
68. Briefly discuss sensory memory.
ANSWER:
Responses will vary.
69. Discuss the differences between knowledge content and knowledge structure.
ANSWER:
Responses will vary.
70. In the context of associative networks, briefly explain spreading of activation with an example.
ANSWER:
Responses will vary.
71. Discuss how associations in schemas are described along different dimensions. Illustrate with an example.
ANSWER:
Responses will vary.
72. Briefly discuss the fit between a consumer's actual personality and a brand's personality.
ANSWER:
Responses will vary.
73. Briefly explain the general effects of brand extensions.
ANSWER:
Responses will vary.
74. Briefly discuss how brand images and personalities are protected.
ANSWER:
Responses will vary.
75. Briefly explain taxonomic category structures.
ANSWER:
Responses will vary.
76. Explain the various factors that affect whether a consumer regards something as a category prototype.
ANSWER:
Responses will vary.
77. In the context of the hierarchical structure of taxonomic categories, briefly explain basic, subordinate, and
superordinate levels.
ANSWER:
Responses will vary.
78. In the context of associative networks, briefly explain correlated associations.
ANSWER:
Responses will vary.
79. Discuss with the help of examples how consumers organize their knowledge in goal-derived categories.
ANSWER:
Responses will vary.
80. Explain how goals and their timing influence the content and structure of knowledge within the minds of consumers.
ANSWER:
Responses will vary.
81. In the context of retrieval failures, briefly explain primacy and recency effects.
ANSWER:
Responses will vary.
82. Briefly explain the key characteristics of the stimulus that affect retrieval of information from memory.
ANSWER:
Responses will vary.
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83. Briefly explain internal and external retrieval cues with the help of examples.
ANSWER:
Responses will vary.
84. In the context of retrieval of information from memory, briefly explain dual coding.
ANSWER:
Responses will vary.
85. Discuss how a consumers' mood and expertise can affect retrieval of information from memory.
ANSWER:
Responses will vary.
