Deck 4: Memory and Knowledge

Question 1

The first or pioneer brand in a category lacks the ability to set a standard against which later brands can be compared.

Answer 1

False

Question 2

Positioning close to the prototype can be an effective way to differentiate a brand.

Answer 2

False

Question 3

Unlike taxonomic categories, goal-derived categories exhibit graded structure.

Answer 3

False

Question 4

Implicit memory is when consumers are consciously aware that they remember something.

Question 5

When people are close to implementing a goal, more concrete knowledge about the feasibility of attaining the goal becomes salient.

Question 6

Memory can be enhanced through elaboration that involves rote memorization.

Question 7

Working memory is where most of the conscious information processing takes place.

Question 8

Iconic memory is sensory memory of things we _____.

A) smell
B) touch
C) taste
D) hear
E) see

Question 9

Consumers who consider indulging in a purchase expect to have more positive than negative feelings when a strong justification for the indulgence is lacking.

Question 10

Episodic memory tends to be very personal and idiosyncratic because we each have a unique set of experiences.

Question 11

Echoic memory is sensory memory of things we see.

Question 12

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.

Question 13

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

Question 14

A chunk is a group of items that are processed as a unit.

Question 15

Concepts connected by weak links are more likely to activate each other than are those connected by strong links.

Question 16

Experts' associative networks are more interconnected than the networks of novices.

Question 17

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.

Question 18

Consumers appear to more quickly access information about brands they encounter when they are old compared to when they are younger.

Question 19

Although consumers have different goals over time, they have goal-derived categories that are consistent.

Question 20

The broadest level of categorization is the subordinate level, where objects share a few associations but also have many different ones.

Question 21

_____ 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

Question 22

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

Question 23

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.

Question 24

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

Question 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

Question 26

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.

Question 27

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

Question 28

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

Question 29

_____ 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

Question 30

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

Question 31

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.

Question 32

_____ reflects the information we have already learned and stored in memory.

A) Knowledge structure
B) Knowledge content
C) Data mine
D) Data mart
E) Information schema

Question 33

_____ describes how we organize knowledge in memory.

A) Knowledge content
B) Knowledge structure
C) Knowledge taxonomy
D) Knowledge base
E) Knowledge labeling

Question 34

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

Question 35

_____ 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

Question 36

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 _____.

A) associative schema
B) network associativity
C) brand's image
D) schematic orientation
E) brand's personality

Question 37

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

Question 38

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

Question 39

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.

Question 40

Which of the following is a concern associated with brand extensions?

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.

Question 41

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

Question 42

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

Question 43

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.

Question 44

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

Question 45

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
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

Question 46

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

Question 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

Question 48

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

Question 49

Identito Foods, a leading snack food brand, believes in delivering food products that are tasty and healthy. However, 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

Question 50

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

Question 51

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

Question 52

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

Question 53

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

Question 54

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

Question 55

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.

Question 56

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

Question 57

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

Question 58

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

Question 59

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.

Question 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.

Question 61

Discuss with the help of examples how consumers organize their knowledge in goal-derived categories.

Question 62

Briefly explain the general effects of brand extensions.

Question 63

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.

Question 64

In the context of the hierarchical structure of taxonomic categories, briefly explain basic, subordinate, and superordinate levels.

Question 65

In the context of associative networks, briefly explain spreading of activation with an example.

Question 66

A _____ is some stimulus that facilitates the activation of memory.

A) log signal
B) retrieval cue
C) prototype
D) recirculated schema
E) script

Question 67

_____ 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

Question 68

Explain the various factors that affect whether a consumer regards something as a category prototype.

Question 69

Briefly explain taxonomic category structures.

Question 70

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.

Question 71

Discuss how associations in schemas are described along different dimensions. Illustrate with an example.

Question 72

_____ 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

Question 73

Explain how goals and their timing influence the content and structure of knowledge within the minds of consumers.

Question 74

Briefly discuss how brand images and personalities are protected.

Question 75

Discuss the differences between knowledge content and knowledge structure.

Question 76

Briefly discuss sensory memory.

Question 77

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

Question 78

Briefly discuss the fit between a consumer's actual personality and a brand's personality.

Question 79

In the context of associative networks, briefly explain correlated associations.

Question 80

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