Deck 13: Helping Consumers to Remember

Question 1

Memory and what is remembered about a product play an important role during the decision-making process.

Answer 1

True

Question 2

As one indication of the importance of memory in consumer decision-making, consumers' evaluations of considered alternatives depends completely on what is retrieved from their memory.

Answer 2

False

Question 3

Research indicates that advertising is not effective at activating the consumer's memory of past consumption experiences.

Answer 3

False

Question 4

When information processed in short-term memory is stored in long-term memory, cognitive learning occurs.

Question 5

Rehearsal involves the mental repetition of memory in short-term memory.

Question 6

Greater rehearsal usually interferes with the strength of the long-term memory trace.

Question 7

The amount of elaboration is represented by the degree of integration between the stimulus and existing knowledge.

Question 8

Rehearsing information in the same form in which it is encountered is an example of elaboration.

Question 9

Many of the techniques suggested by memory experts for increasing one's ability to learn and remember new information rely on the benefit of elaboration.

Question 10

The amount of elaboration that occurs during information processing depends on the person's motivation, but not the person's ability to do so.

Question 11

Learning that occurs when the person is deliberately trying to do so is known as intentional learning.

Question 12

Learning that occurs despite the absence of the intention to do so is referred to as accidental learning.

Question 13

The particular manner in which information is stored in long-term memory is known as mental representations.

Question 14

The concept of dual coding proposes that information can be stored in both long-term and short-term memory.

Question 15

The advantage of having multiple representations is that it increases the number of possible mental pathways that can be traveled when trying to remember.

Question 16

According to an associative network view of memory, information residing within memory is organized into separate, unrelated cognitive categories.

Question 17

The activation of information stored in long-term memory that is then transferred into short-term memory is known as re-activation.

Question 18

Cognitive learning and retrieval are the two fundamental requirements for remembering.

Question 19

A retrieval cue is a stimulus that activates information stored in long-term memory relevant to the to-be-remembered information.

Question 20

According to the concept of spreading activation, activating one memory node interferes with the activation of other memory nodes.

Question 21

The failure to retrieve something from memory is commonly known as retrieval blockage.

Question 22

According to decay theory, memories grow weaker with the passage of time.

Question 23

According to interference theory, the chances of retrieving a piece of information becomes smaller as interference from other information becomes larger.

Question 24

There are two basic types of recall measures: free recall and paid recall.

Question 25

An unaided recall measure does not contain any retrieval cues.

Question 26

Recall is the most appropriate indicator of product awareness for consideration sets generated inside the person's head.

Question 27

Recall is always the most relevant measure of product awareness.

Question 28

Companies are interested in what consumers remember about their advertising messages.

Question 29

The fact that consumers can remember an ad's claims does not necessarily mean that they believe the claims.

Question 30

Greater recall of advertising claims is a sure indication that the ad is effective at producing favorable product attitudes.

Question 31

Using reminders is one way companies can help consumers to remember.

Question 32

Reminders in the form of retrieval cues at the point of purchase may help advertising effectiveness.

Question 33

Product premiums can also help remind consumers of certain memories.

Question 34

The effectiveness of repetition in building long-term memory is enhanced when repetitions are clustered together.

Question 35

One study reports that repetition does not help when advertising for competitive products is minimal or nonexistent.

Question 36

Relating a stimulus to other people and their experiences is called self-referencing.

Question 37

Providing consumers with a visual representation of the brand name can increase its memorability, especially if consumers don't spontaneously generate such representations on their own.

Question 38

When an ad's copy conveys the same meaning as the brand name and ad picture, brand name recall improves even further.

Question 39

Abstract words are easier to remember than concrete words.

Question 40

Stimuli that are distinctive or unique are also easier to remember.

Question 41

Positive moods interfere with the retrieval of positive memories.

Question 42

It is possible for advertising to alter consumers' memories of their actual experiences.

Question 43

Which of the following is not an example of the importance of memory in consumer behavior?

A) Nostalgia advertising appeals.
B) A purchase decision based on what is remembered about the choice alternatives' attributes.
C) A consumption decision that is made while looking at what is available in the consumer's pantry.
D) Failing to remember it's time to change the oil in one's car.
E) All of the above are examples of the importance of memory in consumer behavior.

Question 44

Product of learning occurs when information processed in ____ is stored in ____.

A) short-term memory; long-term memory
B) long-term memory; short-term memory
C) the environment; the mind
D) None of the above.

Question 45

The mental repetition of information is known as:

A) cognitive learning
B) rehearsal
C) cognitive capacity
D) elaboration
E) None of the above.

Question 46

The amount of elaboration that occurs during information processing depends on the person's:

A) ability
B) rehearsal
C) motivation
D) A and C
E) A, B, and C

Question 47

Learning that occurs despite the absence of an intention to do so is called ____ learning.

A) intentional
B) incidental
C) ability
D) mental
E) incremental

Question 48

The particular manner in which information is stored in long-term memory is called:

A) mental representation
B) elaboration
C) storage
D) retrieval
E) None of the above.

Question 49

The concept of ____ proposes that information can be stored with both semantic and visual components.

A) multiple representation
B) flexible storage
C) dual coding
D) rehearsal
E) None of the above.

Question 50

Learning is one part of remembering. The other part is:

A) associative network
B) rehearsal
C) memorizing
D) retrieval
E) None of the above.

Question 51

Which of the following is not part of the cycle of remembering?

A) Long-term memory
B) Short-term memory
C) Learning
D) Retrieval
E) Decay

Question 52

Activating one memory node causing a ripple effect that moves throughout its linkages to other nodes is referred to as:

A) decay theory
B) forgetting
C) memory surge
D) spreading activation
E) None of the above.

Question 53

According to ____, people's memory grows weaker throughout the passage of time.

A) forgetting
B) decay theory
C) retrieval theory
D) spreading activation
E) interference theory

Question 54

When a piece of information in memory is inaccessible, it is:

A) more easily remembered.
B) no longer available in memory.
C) available in memory but cannot be retrieved at the moment.
D) interfering with the retrieval of other information.
E) None of the above.

Question 55

According to ____, the chances of retrieving a particular piece of information becomes smaller as interference from other information becomes larger.

A) forgetting theory
B) decay theory
C) interference theory
D) retrieval theory
E) None of the above.

Question 56

Suppose consumers are asked to remember all the brands advertised during the Super Bowl. This is an example of what type of memory measure?

A) Unaided recognition
B) Unaided recall
C) Aided recognition
D) Aided recall
E) None of the above.

Question 57

After telling consumers that an ad appeared during the Super Bowl for a certain type of product, they are then asked to remember the particular brand. This is an example of what type of memory measure?

A) Unaided recognition
B) Unaided recall
C) Aided recognition
D) Aided recall
E) None of the above.

Question 58

Suppose consumers form their consideration sets at the point of purchase. Given this, the most relevant indicator of product awareness would be:

A) brand name recall
B) brand name recognition
C) brand name retrieval
D) brand name familiarity
E) None of the above.

Question 59

Which of the following is not discussed in Chapter 13 as one of the ways in which companies can help consumers to remember?

A) Get more attention
B) Using abstraction
C) Encouraging elaboration
D) Using easy-to-remember stimuli
E) All of the above are discussed in Chapter 13 as ways that companies help consumers to remember.

Question 60

The packaging for Energizer batteries features the drum-playing pink bunny featured in its advertising. This is an example of:

A) using reminders to stimulate consumers' memories.
B) using retrieval cues.
C) encouraging elaboration.
D) A and B
E) A, B, and C

Question 61

The potential benefits of advertising repetition depend on:

A) how motivated consumers are to learn.
B) the amount and complexity of information contained within the advertisement.
C) the presence and amount of competitive advertising.
D) A and B
E) A, B, and C

Question 62

A portion of the copy of a Kar Part Outlet ad states "Car, as in what you drive; part, as in what you do to your hair; and outlet, as in what you stick a plug in." This is an example of:

A) classical conditioning
B) encouraging elaboration
C) using a retrieval cue
D) using reminders
E) None of the above.

Question 63

____ involves relating a stimulus to one's own self and experiences.

A) Elaboration
B) Rehearsal
C) Self-referencing
D) Personalization
E) None of the above.

Question 64

Which number would consumers be most likely to remember?

A) 1-888-888-5782
B) 1-543-885-5555
C) 1-800-flowers
D) Can't tell without more information.

Question 65

Based on the distinction between concrete and abstract words, which of the following brand names would be least memorable?

A) Advil
B) Scrub Free
C) Wart-Off
D) Head and Throat
E) All of these brand names should be equally memorable.

Question 66

What is cognitive learning?

Question 67

What are mental representations?

Question 68

What is the retrieval process?

Question 69

A company recently decided to change its long-standing advertising campaign. Two alternative advertisements were developed and tested, with the one producing the highest DAR score being used. Sales were extremely disappointing in response to this new campaign. So it was replaced with the other alternative that produced lower DAR scores. Sales improved dramatically. Why might the ad that produced superior recall scores yielded inferior sales results?

Question 70

How can companies help consumers retrieve information?