Question 1

In a progression from the superordinate to the basic to the subordinate levels, _____.

Accepted Answer

As you move from superordinate to basic to subordinate levels, consumers use more associations to describe objects, as they become more specific and detailed.

Question 2

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 _____.

Accepted Answer

Taxonomic categories refer to the grouping of items based on their shared characteristics or features. In this case, the items can be grouped together based on their common characteristic of being snack foods. While they may have separate schemas or subcategories, they can be further grouped into a taxonomic category of snack foods.

Question 3

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?

Accepted Answer

People who ignore environmental cues tend to integrate pieces of information when storing them, rather than relying on context-specific cues.

Question 4

Brands viewed as the best examples of a product category are called _____.

Accepted Answer

Prototypical brands are viewed as the best examples of a product category. They are often used as a reference point when consumers evaluate other brands within the same category. This is because they represent the most typical or ideal version of the product category. The other choices, processed brands, salient brands, graded brands, and equitable brands, do not accurately describe brands that are viewed as the best examples of a product category.

Question 5

Which of the following factors affects whether a consumer regards something as a category prototype?

Accepted Answer

Pioneer brands often set the standard for later brands in a category, and consumers are more likely to regard them as the category prototype.

Question 6

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 _____.

Accepted Answer

Anne is grouping these items based on a common goal or purpose (to serve guests at a party), which is characteristic of a goal-derived category. This type of category is defined by the purpose or goal that the items serve, rather than by shared attributes or a hierarchical relationship.

Question 7

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.

Accepted Answer

In this scenario, "beverages" serve as a superordinate level of categorization because this level is more general and encompasses a broader range of items (in this case, both coffee and bottled water) than more specific or subordinate categories would.

Question 8

In the context of retail merchandising, when products are organized according to benefit, consumers will perceive individual products in each category to be _____.

Accepted Answer

When products are organized according to benefit, consumers will perceive individual products in each category to be less distinctive because they are grouped based on similar benefits, making it harder to distinguish between them based on unique features or attributes.

Question 9

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 _____.

Accepted Answer

Consumers often perceive healthy food and lack of taste as correlated attributes, meaning they believe these two characteristics are related or tend to occur together.

Question 10

The frequency with which an object is encountered as a category member makes it a(n) _____.

Accepted Answer

The frequency with which the object is encountered as a category member helps to establish a prototype or a typical example of that category. Prototype refers to the best/ideal example or representation of a category.

Question 11

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.

Accepted Answer

The sub-sections within the beverages section of the grocery store are arranged in a hierarchical structure, with the main section being beverages and sub-sections for juices, tea, coffee, and soft drinks. This is a clear example of a hierarchical structure within a retail environment.

Question 12

The difference between sugar cookies and cinnamon crackers is a fine one. This can be considered a(n) _____ of categorization.

Accepted Answer

The subordinate level of categorization refers to a more specific level of classification within a category, distinguishing between items that are very similar, such as sugar cookies and cinnamon crackers.

Question 13

In the context of taxonomic categories being structured hierarchically, the finest level of differentiation exists at the _____.

Accepted Answer

The finest level of differentiation in taxonomic categories is at the subordinate level, as it represents the most specific classification within a hierarchy.

Question 14

Which of the following is a factor that affects whether a consumer regards something as a category prototype?

Accepted Answer

Shared associations are the mental links between a category and its members. They are a key factor in determining whether a consumer regards something as a category prototype.

Question 15

One of the effective ways to differentiate a brand from other brands is to:

Accepted Answer

Positioning the brand away from the prototype helps in creating a unique identity and differentiates it from other brands in the same category.

Question 16

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 _____.

Accepted Answer

The classification of the food stalls into categories such as "Starters," "Main Course," and "Desserts" is based on taxonomic categories, which are used to classify entities based on their physical or functional attributes. In this case, the dishes are categorized based on their common characteristics, such as their role in a meal.

Question 17

In the context of the hierarchically structured taxonomic categories, the superordinate level is the _____ of categorization.

Accepted Answer

The superordinate level is the broadest level of categorization in the hierarchically structured taxonomic categories. It includes larger groups of organisms that share fewer characteristics in common. For example, the superordinate category for the species Homo sapiens (humans) is the domain Eukarya, which includes all organisms composed of eukaryotic cells.

Question 18

Applying the concept of correlated associations, when two brands with similar brand concepts become cosponsors of an event, _____.

Accepted Answer

Correlated associations suggest that when brands with similar concepts are associated, a positive image transfer can occur. Therefore, when two brands become cosponsors of an event, a positive image transfer can take place.

Question 19

Although objects may belong to very different taxonomic categories, they can be assigned to the same category by consumers if they:

Accepted Answer

Consumers often categorize objects based on their function or the goal that they serve. Therefore, objects that serve the same goal are likely to be assigned to the same category by consumers, regardless of their taxonomic classification.

Question 20

Which of the following statements is true when consumers are far away from implementing a goal?​

Accepted Answer

When consumers are far away from implementing a goal, abstract knowledge about the desirability of attaining the goal becomes salient. This means they focus more on the overall benefits and value of achieving the goal rather than the specific steps or the feasibility of achieving it.

Quiz 4: Memory and Knowledge