Question 1

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

Accepted Answer

Memory influences how consumers recall past experiences with products, affecting their preferences and decisions during the purchasing process.

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.

Accepted Answer

Consumers' evaluations of considered alternatives depend not only on what is retrieved from their memory but also on external information, social influences, and contextual factors at the time of decision-making. Memory plays a crucial role, but it is not the sole determinant.

Question 3

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

Accepted Answer

Research in marketing and psychology suggests that advertising can be effective at activating the consumer's memory of past consumption experiences. This is because ads often use cues and imagery that can trigger recollections of personal experiences with a product or brand, influencing future purchasing decisions.

Question 4

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

Accepted Answer

Cognitive learning involves the transformation of information from the environment into knowledge, which is facilitated by the process of transferring information from short-term memory to long-term memory, where it can be stored and later retrieved.

Question 5

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

Accepted Answer

Rehearsal is a cognitive process that involves the mental repetition of information to keep it in short-term memory longer or to facilitate its transfer to long-term memory.

Question 6

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

Accepted Answer

Greater rehearsal of information typically strengthens the long-term memory trace, making the information more likely to be recalled in the future.

Question 7

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

Accepted Answer

The amount of elaboration refers to how extensively a piece of information (stimulus) is processed and connected with what an individual already knows (existing knowledge). The degree of integration between the new information and pre-existing knowledge determines the depth and complexity of the elaboration process.

Question 8

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

Accepted Answer

Elaboration involves adding meaning or making connections to the information, not simply repeating it in the same form.

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.

Accepted Answer

Elaboration, which involves adding meaning or creating associations between new information and what one already knows, is a key technique recommended by memory experts to enhance learning and memory retention.

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.

Accepted Answer

The amount of elaboration that occurs during information processing depends on both the person's motivation and their ability to process the information. If a person lacks the ability (due to cognitive limitations, lack of knowledge, etc.), even high motivation might not lead to deep processing.

Question 11

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

Accepted Answer

Intentional learning refers to the process where individuals actively seek out knowledge or skills with a specific goal or purpose in mind, meaning they are deliberately trying to learn.

Question 12

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

Accepted Answer

The answer of Learning that occurs despite the absence of...

Question 13

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

Accepted Answer

Mental representations refer to the way information is stored and organized in the mind, which is crucial for understanding how long-term memory functions.

Question 14

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

Accepted Answer

The concept of dual coding theory, proposed by Allan Paivio, suggests that information can be better remembered when it is encoded both visually and verbally, rather than suggesting it pertains to long-term and short-term memory storage.

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.

Accepted Answer

Having multiple representations of information (e.g., visual, auditory, textual) can create more associations in the brain, making it easier to retrieve information because there are more pathways to access the memory.

Question 16

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

Accepted Answer

According to an associative network view of memory, information within memory is organized into interconnected nodes or concepts, not separate, unrelated categories. These nodes are linked by associations, allowing for the retrieval of related information through spreading activation.

Question 17

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

Accepted Answer

The process described is known as retrieval, not re-activation. Retrieval involves accessing information from long-term memory and bringing it into short-term or working memory for use.

Question 18

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

Accepted Answer

Cognitive learning involves the process of acquiring new knowledge and understanding, while retrieval refers to the ability to access and bring into conscious thought the information previously learned. Both are essential for the process of remembering.

Question 19

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

Accepted Answer

A retrieval cue is indeed a stimulus that helps bring information stored in long-term memory to mind, making it easier to remember specific information when needed.

Question 20

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

Accepted Answer

Spreading activation theory suggests that activating one memory node actually facilitates the activation of related memory nodes, not interferes with it.

Quiz 13: Helping Consumers to Remember