Deck 9: Learning and Memory

Question 1

Brands in the schematic memory for a consumer problem are referred to as:

A) associated brands.
B) semantic brands.
C) recalled set.
D) evoked set.

Answer 1

D

Question 2

Learning effects last longer the less involved the consumer is with the message.

Answer 2

False

Question 3

Learning is:

A) any change in the content or organisation of long-term memory.
B) the ability to recall a stimulus object.
C) the ability to relate to stimulus objects.
D) the link between stimuli and information processing.

Answer 3

A

Question 4

Memory of an action sequence, such as purchasing and drinking a soft drink in order to relieve thirst, is known as:

A) a symbolic representation.
B) a script.
C) an image.
D) a recognition situation.

Question 5

Memory is:

A) composed of two distinct physiological units, short- and long-term memory.
B) the use of stored experiences, values, attitudes, beliefs and feelings.
C) limited to cognitive elements.
D) related to brand image in that brand image refers to the schematic memory of a brand.

Question 6

Low-involvement learning requires a relatively high reward level to be effective.

Question 7

Semantic memory, a component of long-term memory, may contain affective reactions.

Question 8

Brand leverage is:

A) placing an existing brand name on a new product.
B) family branding.
C) umbrella branding.
D) all of the given answers.

Question 9

Conditioning refers to learning under low-involvement conditions.

Question 10

High-involvement learning occurs when the consumer is motivated to learn the material.

Question 11

Operant conditioning can create learning even if the consumer does not try the desired behaviour.

Question 12

Recalling information from long-term memory is:

A) an objective process.
B) a mechanical process.
C) dependent on scripts.
D) none of the given answers.

Question 13

The process that results in changes in long-term memory is known as learning.

Question 14

Substituting product X, which is out of stock, with product Y is an example of vicarious learning.

Question 15

Product positioning is an attempt by marketers to obtain a pre-specified semantic memory in the mind of a target market.

Question 16

Semantic memory may contain:

A) product characteristics.
B) usage situations.
C) affective reactions.
D) all of the given answers.

Question 17

Maintenance rehearsal involves:

A) expanding upon newly processed information with information from retention.
B) selectively removing information from retention.
C) transferring information from current memory to retention.
D) none of the given answers.

Question 18

Vicarious learning is a type of learning based on the observations and imitation of the behaviour of others.

Question 19

Short-term memory is:

A) a distinct physiological entity.
B) that part of total memory that is currently in use.
C) a static structure.
D) an unlimited type of information storage that involves abstractions.

Question 20

Elaborative activities involve:

A) transferring the same piece of information several times to long-term memory.
B) selectively removing information from retention.
C) transferring information from current memory to retention.
D) none of the given answers.

Question 21

Learning that occurs when an individual is highly motivated to learn the material is known as:

A) deliberate learning.
B) high-involvement learning.
C) evoked learning.
D) classical learning.

Question 22

A consequence that decreases the likelihood that a given response will be repeated is:

A) positive reinforcement.
B) negative reinforcement.
C) punishment.
D) dehancement.

Question 23

The process of using an established relationship between a stimulus and response to generate the same response to a different stimulus is known as:

A) iconic conditioning.
B) operant conditioning.
C) instrumental conditioning.
D) classical conditioning.

Question 24

Imagery:

A) permits a direct recovery of past experiences.
B) involves concrete sensory representations of ideas.
C) involves concrete sensory representations of feelings and memories.
D) All of the given answers are correct.

Question 25

Learning that occurs when an individual has little or no motivation to learn the material is known as:

A) incidental learning.
B) peripheral learning.
C) low-involvement learning.
D) unplanned learning.

Question 26

A manufacturer that introduces a new snack product by giving numerous free samples is probably using:

A) classical conditioning.
B) operant conditioning.
C) punishment conditioning.
D) cognitive learning.

Question 27

Shaping involves:

A) encouraging (rewarding) partial responses leading to the final desired response.
B) structuring an overall advertisement to provide the desired interpretation.
C) modifying behaviour over time using classical conditioning.
D) modifying behaviour over time using iconic rote learning.

Question 28

Low-involvement learning:

A) occurs often through iconic rote learning.
B) seldom occurs.
C) does not differ noticeably from high-involvement learning.
D) requires relatively high reward levels to be effective.

Question 29

Cognitive learning involves:

A) learning ideas.
B) concepts.
C) attitudes.
D) all of the given answers.

Question 30

Vicarious/modelling learning occurs in:

A) high-involvement situations.
B) low-involvement situations.
C) both high-involvement and low-involvement situations.
D) reward-producing situations.

Question 31

Perceptual mapping:

A) takes consumers' perceptions of how similar brands or products are to each other.
B) alters consumers' perceptions to fit the marketing strategy.
C) relates consumers' perceptions to product attributes.
D) takes consumers' perceptions of how similar brands or products are to each other and relates consumers' perceptions to product attributes.

Question 32

The strength of learning is heavily influenced by:

A) repetition.
B) imagery.
C) importance.
D) all of the given answers.

Question 33

Margaret watches people's reactions to Wendy's new short skirt before deciding to buy one. This is an example of:

A) iconic rote learning.
B) classical conditioning.
C) vicarious or modelling learning.
D) operant conditioning.

Question 34

Reinforcement is:

A) any positive response to behaviour.
B) anything that increases the likelihood that a given response will be repeated in the future.
C) the result of repetition in a high-involvement situation.
D) necessary for learning to occur.

Question 35

Brand equity is:

A) the company's share of the market.
B) the value attached to a brand above and beyond any specific functional characteristic of the product.
C) giving the same brand name to two different products.
D) the value attached to a brand above and beyond any specific functional characteristic of the product and giving the same brand name to two different products.

Question 36

The process of using a reinforcement to alter the probability that a given behaviour will be repeated is known as:

A) classical conditioning.
B) iconic rote learning.
C) operant conditioning.
D) cognitive learning.

Question 37

Which of the following is not a learning theory?

A) vicarious learning
B) reasoning
C) operant conditioning
D) iconistic learning

Question 38

High-involvement learning:

A) occurs primarily in response to television commercials.
B) occurs when the individual is motivated to learn the material.
C) is rare in consumer behaviour.
D) is not very effective.

Question 39

Playing patriotic music as background for an ad with the expectation that the advertised product will then elicit a patriotic feeling is an example of:

A) iconic rote learning.
B) classical conditioning.
C) operant conditioning.
D) modelling.

Question 40

Conditioning refers to learning:

A) based upon association of stimulus and response.
B) under low-involvement conditions.
C) under high-involvement conditions.
D) using elaborative activities.

Question 41

Successful brand-leverage attempts require:

A) that the original brand has a sophisticated brand image.
B) that the new product fits the original product as either a complement, a substitute, produced using the same skills as the original, and/or sharing a key image component with the original.
C) that the new product fits the original product as a complement.
D) all of the given answers.

Question 42

You buy a new pair of jeans and the first day you wear them someone gives you a compliment about how you look in them. This is an example of:

A) punishment.
B) reinforcement.
C) classical conditional learning.
D) none of the given answers.

Question 43

Message involvement is important to marketers because:

A) the more involved a consumer is with the message the more they will process that message.
B) the more involved a consumer is with the message the more likely they will be to remember that message.
C) this can change a consumer's mood.
D) the more involved a consumer is with the message the more they will process and remember that message.

Question 44

Information from a credible source that contradicts our existing beliefs will often trigger:

A) vicarious learning.
B) conditioning learning.
C) reasoning.
D) rote learning.

Question 45

Define and give an example of stimulus generalisation in consumer behaviour.

Question 46

Virgin extending from airlines into mobile phones and financial services is an example of:

A) a brand leveraging strategy.
B) stimulus discrimination.
C) long-term learning.
D) all of the given answers.

Question 47

A consumer who loves Noel's Chocolate Biscuits and therefore assumes that the company's new Ginger Biscuits will also taste great is engaged in:

A) classical conditioning.
B) stimulus discrimination.
C) stimulus generalisation.
D) reasoning.

Question 48

Putting the same commercial twice in the same advertisement break is an example of:

A) repetition.
B) pulsing.
C) echoic memory.
D) repetition and pulsing.

Question 49

Explain the concept of product positioning and how this may have an impact on consumers' schematic memory.

Question 50

According to the text, 'extinction' refers to:

A) products ceasing to be manufactured.
B) forgetting.
C) fading levels of consumer brand loyalty.
D) withdrawal of reinforcement.

Question 51

Because consumers generally learn more information than they can readily retrieve:

A) marketers should match the retrieval and learning environments.
B) marketers should use more bright colours in their packaging.
C) they can hardly make use of advertising information.
D) All of the given answers are correct.

Question 52

Frequently repeated ads with a simple message generating an association between concepts without conditioning reflect:

A) operant learning.
B) iconic rote learning.
C) vicarious learning.
D) classical conditioning.

Question 53

Corrective advertising:

A) may support 'unlearning' of product information.
B) is undertaken to 'correct' false consumer impressions of a brand.
C) may speed up extinction.
D) All of the given answers are correct.

Question 54

What is stimulus discrimination, and why is this important in consumer behaviour?

Question 55

An ad that states 'Panadol is a headache remedy' is using what type of learning?

A) conditioning
B) iconic rote
C) vicarious learning
D) none of the given answers.

Question 56

Brand image is linked to what type of memory?

A) short-term
B) schematic
C) concept
D) none of the given answers