Question 1

The basic knowledge and feelings an individual has about a concept are known as _____.

Accepted Answer

Semantic memory represents the person's understanding of an object or event at its simplest level.

Question 2

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the _____.

Accepted Answer

An evoked set is those brands or products one will evaluate for the solution of a particular consumer problem.

Question 3

A market researcher asked Carl about his recollection of a specific exposure event, such as seeing an advertisement, or an experience, such as driving or riding in an Acura automobile, which was the brand the researcher was interested in. While Carl could not recall a specific ad and has never traveled in an Acura, he seemed to "know" quite a bit about this brand. Carl described the brand as "reliable," "high-performance," "luxury," and "expensive." Which type of memory does this represent?

Accepted Answer

Implicit memory involves the nonconscious retrieval of previously encountered stimuli.

Question 4

Maria was raised as a Catholic, but she has not been attending church regularly since she moved out of her parents' home into her own apartment. However, when she does attend mass, she remembers the sequence of events and what she must do (e.g., sit, kneel, stand, which prayer to say, etc.). Her memory of how an action sequence should occur is known as a(n) _____.

Accepted Answer

Memory of how an action should occur is a special type of schema known as a script.

Question 5

Shirley and Bud have been married for almost 50 years, but Shirley can remember their wedding day so clearly. She remembers how happy she felt that day and how wonderful it was to celebrate their marriage with all of their family and friends. She even remembers walking down the aisle, seeing her future husband waiting for her, and her father kissing her as he placed her hand in Bud's. Which type of memory does this represent?

Accepted Answer

The memory of a sequence of events in which a person participated is called episodic memory.

Question 6

Which of the following statements is FALSE regarding schemas?

Accepted Answer

Without reinforcement, the weaker links may disappear or fade over time; over the longer run, so will the stronger links.

Question 7

How can accessibility of information stored in long-term memory be enhanced?

Accepted Answer

The accessibility of information stored in long-term memory can be enhanced by repetition, rehearsal, and elaboration.

Question 8

Leslie was participating in a market research study, and she was asked to list all of the brands of computer printers that come to her mind. She listed HP, Epson, and Lexmark. These brands represent Leslie's _____.

Accepted Answer

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the evoked set.

Question 9

The accessibility effect for brands is called _____.

Accepted Answer

When a concept is linked to other concepts in memory, its accessibility increases as a result of the multiple retrieval pathways; this allows for top-of-mind awareness where consumers think of your brand first when contemplating a purchase.

Question 10

The likelihood and ease with which information can be recalled from long-term memory is termed _____.

Accepted Answer

Accessibility can be enhanced by rehearsal, repetition, and elaboration.

Question 11

Which type of memory involves the nonconscious retrieval of previously encountered stimuli?

Accepted Answer

Implicit memory is a sense of familiarity, a feeling, or a set of beliefs about an item.

Question 12

Which type of learning situation is one in which the consumer is motivated to process or learn the material?

Accepted Answer

A consumer might want to learn about an item before purchasing it.

Question 13

What are two important long-term memory structures?

Accepted Answer

Schemas are patterns of association around a particular concept; scripts are memories of how an action sequence should occur.

Question 14

The memory of a sequence of events in which a person participated is called _____.

Accepted Answer

Personal memories of events such as a first date, graduation, or learning to drive a car can be quite strong.

Question 15

Which type of memory structure is a complex web of associations?

Accepted Answer

Schemas are patterns of association around a particular concept.

Question 16

Which type of memory is characterized by the conscious recollection of an exposure event?

Accepted Answer

Explicit memory is also known as traditional memory recall.

Question 17

Accessibility is related to which of the following?

Accepted Answer

Accessibility is related to strength and number of incoming linkages and to strength and directness of links to nodes.

Question 18

Memory of how an action should occur is a special type of schema known as a(n) _____.

Accepted Answer

Scripts are necessary for consumers to shop effectively.

Question 19

When asked what the concept "New Year's" meant to Holly, she mentioned the following: party, holiday, new beginning, football, fun, resolution, and winter. Holly's basic knowledge and feelings she has about this concept comprises her _____.

Accepted Answer