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Chapter 09 Learning, Memory, and Product Positioning Answer Key
Multiple Choice Questions
1.
Which of the following statements is TRUE?
2.
Which of the following provides learning experiences that affect the type of lifestyle people
seek and the products they consume?
3.
Any change in the content or organization of long-term memory or behavior is known as
_____.
Topic: Nature of Learning and Memory
4.
A series of activities by which stimuli are perceived, transformed into information, and stored is
called _____.
5.
_____ is the total accumulation of prior learning experiences.
6.
Which of the following are the two interrelated components of 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?
8.
Which portion of total memory is devoted to permanent information storage?
9.
Which of the following statements is FALSE regarding short-term memory (STM)?
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?
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?
12.
The capacity of STM is thought to be in the range of _____ bits of information.
13.
Organizing individual items into groups of related items that can be processed as a single unit
is called _____.
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?
15.
Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number
is an example of _____.
16.
Which group of consumers is better able to chunk product information?
17.
_____ is(are) 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.
18.
A television commercial for the 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?
19.
Which of the following are abstractions of reality that capture the meaning of an item in terms
of other concepts?
20.
Which type of processing involves the recall and mental manipulation of sensory images,
including sight, smell, taste, and tactile (touch) sensations?
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?
22.
The basic knowledge and feelings an individual has about a concept are known as _____.
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 _____.
24.
The memory of a sequence of events in which a person participated is called _____.
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?
26.
What are two important long-term memory structures?
27.
Which type of memory structure is a complex web of associations?
28.
Which of the following statements is FALSE regarding schemas?
29.
Brands in the schematic memory that come to mind (are recalled) for a specific problem or
situation are known as the _____.
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 _____.
31.
Memory of how an action should occur is a special type of schema known as a(n) _____.
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) _____.
33.
The likelihood and ease with which information can be recalled from long-term memory is
termed _____.
34.
How can accessibility of information stored in long-term memory be enhanced?
35.
The accessibility effect for brands is called _____.
36.
Accessibility is related to which of the following?
37.
Which type of memory is characterized by the conscious recollection of an exposure event?
38.
Which type of memory involves the nonconscious retrieval of previously encountered stimuli?
39.
A market researcher asked Carl about his recollection of a specific exposure event, such as
seeing an advertisement, or an 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?
40.
Which type of learning situation is one in which the consumer is motivated to process or learn
the material?
41.
Pat is purchasing new tires for his car. He expected to spend $400 or more for these tires, so
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?
42.
In which type of learning situation does the consumer have little or no motivation to process or
learn the material?
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?
44.
Which of the following is the primary determinant of how material is learned?
45.
High-involvement learning often involves _____.
46.
High-involvement learning often involves _____.
47.
Low-involvement learning often involves _____.
48.
Which of the following is NOT a specific learning theory?
49.
Which of the following involves presenting two stimuli in close proximity so that eventually the
two are perceived to be related or associated?
50.
What are the two basic forms of conditioned learning?
51.
_____ attempts to create an association between a stimulus (e.g., brand name) and some
response (e.g., behavior or feeling).
Topic: Conditioning
52.
_____ 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.
53.
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?
54.
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?
55.
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?
