Question 1

The capacity of STM is thought to be in the range of _____ bits of information.
A) 1 to 2
B) 3 to 5
C) 5 to 9
D) 10 to 14
E) 15 to 20

Accepted Answer

The limited capacity of short-term memory means that consumers can hold only so much information in current memory.

Question 2

A series of activities by which stimuli are perceived, transformed into information, and stored is called _____.
A) marketing
B) interpretation
C) learning
D) information processing
E) positioning

Accepted Answer

Different information processing systems handle different aspects of learning.

Question 3

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?
A) short-term memory
B) long-term memory
C) primary memory
D) secondary memory
E) transient memory

Accepted Answer

Short-term memory has a limited capacity to store information and sensations.

Question 4

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?
A) maintenance rehearsal
B) chunking
C) elaborative activities
D) conceptualization
E) conditioning

Accepted Answer

Elaborative activities 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.

Question 5

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____.
A) chunking
B) maintenance rehearsal
C) zipping
D) minimizing
E) conditioning

Accepted Answer

Organizing individual items into groups of related items that can be processed as a single unit is called chunking.

Question 6

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?
A) schema
B) scripts
C) imagery
D) maintenance rehearsal
E) chunking

Accepted Answer

The short-lived nature of short-term memory means that consumers must constantly refresh information through maintenance rehearsal or it will be lost.

Question 7

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations?
A) imagery processing
B) mental processing
C) episodic processing
D) transient processing
E) conditioned processing

Accepted Answer

Imagery involves concrete sensory representations of ideas, feelings, and objects.

Question 8

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?
A) developing a schema
B) developing a script
C) employing imagery
D) maintenance rehearsal
E) chunking information

Accepted Answer

Maintenance rehearsal 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.

Question 9

Organizing individual items into groups of related items that can be processed as a single unit is called _____.
A) chunking
B) maintenance rehearsal
C) zipping
D) minimizing
E) conditioning

Accepted Answer

Chunking can greatly aid in the recall of information from memory.

Question 10

Which of the following statements is TRUE?
A) It is hard to "unlearn."
B) Learning can happen subconsciously.
C) Experience (e.g., pushing a button gets results) can result in learning.
D) All of the above are true.
E) None of the above is true.

Accepted Answer

All aspects of this are covered in the opener and reflect general principles of learning as discussed in the chapter.

Question 11

Which of the following are the two interrelated components of memory?
A) primary and secondary memory
B) conditioned and unconditioned memory
C) operant and classical memory
D) short-term and long-term memory
E) implied and explicit memory

Accepted Answer

These components are not distinct physiological entities but are interrelated.

Question 12

_____ is the total accumulation of prior learning experiences.
A) Memory
B) Brand image
C) Brand equity
D) Information processing
E) Positioning

Accepted Answer

Memory is critical to learning.

Question 13

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?
A) culture
B) family
C) friends
D) mass media
E) all of the above

Accepted Answer

People acquire most of their attitudes, values, tastes, behaviors, preferences, symbolic meanings, and feelings through learning.

Question 14

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?
A) imagery
B) concepts
C) episodes
D) semantics
E) schema

Accepted Answer

Concepts are similar to a dictionary definition of a word.

Question 15

Which group of consumers is better able to chunk product information?
A) younger consumers
B) older consumers
C) males
D) females
E) product experts

Accepted Answer

Product experts have highly organized memory structures and are better able to learn and avoid information overload.

Question 16

_____ 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.
A) Maintenance rehearsal
B) Chunking
C) Elaborative activities
D) Conceptualization
E) Conditioning

Accepted Answer

Elaborative activities serve to redefine or add new elements to memory.

Question 17

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?
A) chunking
B) maintenance rehearsal
C) zipping
D) minimizing
E) conditioning

Accepted Answer

Organizing individual items into groups of related items that can be processed as a single unit is called chunking.

Question 18

Any change in the content or organization of long-term memory or behavior is known as _____.
A) marketing
B) learning
C) cognition
D) information processing
E) repositioning

Accepted Answer

Learning is the result of information processing.

Question 19

Which portion of total memory is devoted to permanent information storage?
A) short-term memory
B) long-term memory
C) primary memory
D) secondary memory
E) established memory

Accepted Answer

Long-term memory can store numerous types of information, such as concepts, decision rules, processes, and emotional states.

Question 20

Which of the following statements is FALSE regarding short-term memory (STM)?
A) STM is short-lived.
B) STM has limited capacity.
C) STM is a static structure.
D) Elaborative activities occur in STM
E) STM is also called working memory.

Accepted Answer

Short-term memory is an active, dynamic process, not a static structure.

Quiz 9: Learning, Memory, and Product Positioning

The capacity of STM is thought to be in the range of _____ bits of information.

A series of activities by which stimuli are perceived, transformed into information, and stored is called _____.

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?

Using the toll-free number 1-800-FLOWERS to help consumers remember the phone number is an example of _____.

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?

Which type of processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations?

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?

Organizing individual items into groups of related items that can be processed as a single unit is called _____.

Which of the following statements is TRUE?

Which of the following are the two interrelated components of memory?

_____ is the total accumulation of prior learning experiences.

Which of the following provides learning experiences that affect the type of lifestyle people seek and the products they consume?

Which of the following are abstractions of reality that capture the meaning of an item in terms of other concepts?

Which group of consumers is better able to chunk product information?

_____ 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.

Any change in the content or organization of long-term memory or behavior is known as _____.

Which portion of total memory is devoted to permanent information storage?

Which of the following statements is FALSE regarding short-term memory (STM) ?