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56.
The process of encouraging partial responses leading to the final desired response is known
as _____.
57.
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
_____.
58.
Which type of learning encompasses all the mental activities of humans as they work to solve
problems or cope with situations?
59.
Which of the following is NOT a type of cognitive learning?
60.
Learning a concept or the association between two or more concepts in the absence of
conditioning is known as _____.
61.
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?
62.
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?
63.
The most complex form of cognitive learning is _____.
64.
Which type of reasoning allows consumers to use an existing knowledge base to understand a
new situation or object?
65.
_____ refers to the process of learning to respond differently to similar but distinct stimuli.
66.
_____ occurs when a response to one stimulus is elicited by a similar but distinct stimulus.
67.
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 _____.
68.
In conditioned learning, forgetting is often referred to as _____.
69.
Which of the following enhances the strength of learning?
70.
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?
71.
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.
72.
Anything that increases the likelihood that a given response will be repeated in the future is
considered _____.
73.
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 _____.
74.
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 _____.
75.
Which of the following is a strategy to reduce competitive interference?
76.
_____ refers to the schematic memory of a brand.
77.
Many consumers associate Mercedes automobiles with status, luxury, quality engineering,
and high price. This is an example of Mercedes' _____.
78.
The decision by a marketer to try to achieve a defined brand image relative to competition
within a market segment is called _____.
79.
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 relating these perceptions to product attributes?
80.
Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived
the brand as being 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 _____.
81.
The value consumers assign to a brand above and beyond the functional characteristics of the
product is known as _____.
82.
When Honda introduced its Odyssey mini-van, its advertising merely claimed, "It's the Honda
of mini-vans." This is an example of _____.
83.
Visual art in an ad (art infusion) has the ability to _____.
84.
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?
True / False Questions
85.
Long-term memory (LTM) is also called working memory.
86.
Semantic memory is the memory of a sequence of events in which a person participated.
87.
Associative links in memory schemata contain/house semantic content.
88.
In general, multiple memory nodes are activated simultaneously.
89.
Explicit memory is characterized by the conscious recollection of an exposure event.
90.
Level of involvement is the primary determinant of how material is learned.
91.
The process of encouraging partial responses leading to the final desired response is known
as classical conditioning.
92.
Consumers must directly experience a reward or punishment to learn.
93.
Stimulus discrimination refers to the process of learning to respond differently to similar but
distinct stimuli.
94.
In conditioned learning, forgetting is often referred to as extinction.
95.
Self-concept indicates that consumers are relating brand information to themselves.
96.
Learning cannot occur in the absence of reinforcement.
97.
Echoic memory is the memory of sounds, including words.
98.
Bland music that is not dynamic and interesting will most likely stimulate earworms.
99.
Brand image refers to the semantic memory of a brand.
100.
Successful brand leverage generally requires that the original brand have a strong positive
image and that the new product fit with the original product on each of the following four
dimensions: complement, substitute, transfer, and image.
Essay Questions
101.
Name and describe the two components of memory.
102.
Bryan is the brand manager for a brand of paper towels and knows that consumers'
involvement with this product is low. Name and briefly describe learning theories that are
appropriate for this situation, and provide an example of how Bryan can use each to influence
consumers to purchase his brand.
103.
Strength of learning is one factor that determines how long-lasting a learned response will be.
That is, the stronger the original learning (e.g., of nodes and links between nodes), the more
likely relevant information will be retrieved when required. Discuss three of the six factors
enhancing the strength of learning.
104.
Explain the concept of memory interference, and discuss four strategies for reducing it.
105.
Compare and contrast the terms "brand image," "brand equity," "product positioning," and
"brand leverage."
