Chapter 4

Question 1

Consumer memory

Answer 1

Is the persistnece of learning over time, via the storage and retrieval of information which can occur consciously or unconsciously

Question 2

Retrieval

Answer 2

The process of remembering or accessing what was previously stored in memory, We may retain it in memory for an instant, for a few minutes, or for a long time depending on the type of memory employed

Question 3

Sensory memory

Answer 3

Is the ability to temporarily store input from all our fives senses. Information is stored automatically and retained only briefly in sensory memory, generally from a quarter of a second to several seconds at most

Question 4

Echoic memory

Answer 4

Is sensory memory of things we hear

Question 5

Iconic meomry

Answer 5

Sensory memory of things we see

Question 6

Olfactory memory

Answer 6

is at play, for example, when the smell of freshly baked bread is still lingering in your mind right after having left a bakery

Question 7

Working memory

Answer 7

Is the portion of memory where we encode or interpret incoming information and keep it available for further processing.

Question 8

Discursive processing

Answer 8

representing thoughts with words

Question 9

imageriy processing

Answer 9

Representing the visual auditory, tactile and/or Olfactory properties of an apple

Question 10

Long term memory

Answer 10

is that part of memory where information is permanently stored for later use

Question 11

Two major types of long term memory

Answer 11

Episodic

Semantic

Question 12

Episoding Long term memory

Answer 12

Represents knowledge about ourselves and what has happened to us in our past, including emotions and sensations tied to past experiences

Question 13

Semantic memory (long term memory)

Answer 13

facts and general knowledge unrelated to specific episodes in our lifes history

Question 14

Explicit memory

Answer 14

When consumers are consciously aware that they remember something

Question 15

Implicit memory

Answer 15

When consumers are not consciously aware that they remember something

Question 16

Implicit memory makes it easier to

Answer 16

Process information that we have encountered before

Question 17

Recognition

Answer 17

Occurs when we remember we have seen, heard, smelled, toughed or tasted some stimulus before

Question 18

Recall

Answer 18

occurs when we remember we have seen, hear, smelled , touched or tasted something before

Question 19

Elaboration

Answer 19

We transfer information into long term memory by processing it at deeper levels of meaning

Question 20

Knowledge content

Answer 20

Reflects the information we have already learned and stored in memory about brands, companies, stores, people, how to shop, how to sue public transportation or bake a cake and so on

Question 21

Knowledge structure

Answer 21

Describes how we organize knowledge (both episodic and semantic) in memory

Question 22

Schema

Answer 22

The group of associations or associative networks linked to an object or person (More in general to a concept)

Question 23

Priming

Answer 23

spreading of activation taking place outside of conscious awareness

The increased sensitivity to certain concepts and associations due to prior experience based on implicit memory

subconscious reaction to stimuli that influences our conscious decisions to new stimuli

Question 24

Associations in schemas vary in three dimensions that are crucial to building and maintaining strong brands

Answer 24

Favourability (associations can vary in favourability)

Uniqueness (Associations vary in their uniqueness: the extent to which they are also related to other concepts)

Salience (associations vary in their salience, or how easily they come to mind)

Question 25

Brand image

Answer 25

Is a specific type of schema that captures what a brand stands for and how favorably consumers view it

Question 26

Schemas can include specific associations that reflect

Answer 26

The brands personality

Question 27

Brands personality

Answer 27

The way that the consumer would describe the brand if it were a person

Perceptions of masculinity and femininity are important to brand personality and have important implications for the choice of endorser, among other marketing decisions

Question 28

Script

Answer 28

Represents our knowledge of a sequence of actions involved in performing an activity

Question 29

Taxonomic category (memory)

Answer 29

A specifically defined division with an orderly classification of objects with similar objects in the same category.

Within a category, some category members represent the category better than others

Question 30

The prototype

Answer 30

The category member perceived to be the best exmple of the category, like disney being the prototypical theme park, and apple pie being the prototypical pie

Question 31

Prototypicality

Answer 31

The extent to which category members are considered to be representative of the category

Question 32

Taxonomic categories can be hierarchically organized into

Answer 32

Basic, subordinate and superordinate levels

Question 33

Basic level (taxonomic categories)

Answer 33

Finer discriminations among these objects are made at the basic level

Question 34

Superordinate level (taxonomic categories)

Answer 34

The broadest level of categorization, where objects share a few associations but also have many different ones

Question 35

Subordinate level

Answer 35

The finest level of differentiation that exists

Question 36

When an associative network contains attributes that are linked in the consumers mind, these attributes are

Answer 36

correlated

Question 37

Consumers may also organize thier knowledge into goal derived categories

Answer 37

Goal derived categories contains things that consumers view as similar because they serve the same goal, even though they may belong to very different taxonomic categories

Question 38

Construal level theory

Answer 38

Describes the different levels of abstractness in the association that a consumer has about conepts (people, products, brands and activities) and how the consumers psychological distance from these concepts influences his or her behavior. Prior expereince plays a role in the content and strucutre of consumers knowlege and the flexibility of using their knowledge. Therefore, consumers vary in their ability to process information based on how much prior experience they have

The core idea of CLT is that the more distant an object is from the individual, the more abstract it will be thought of, while the closer the object is, the more concretely it will be thought of.

Question 39

Three elements in particular contribute to retrieval failures

Answer 39

Decay

Interference

Serial position effects

Question 40

Decay ( memory retrieval failures)

Answer 40

Occurs when memory strength deteriorates over time, for instance, because it has not been used. Thus, we tend to forget entire events or small details from childhood because they happened so long ago

Question 41

Interference (memory retrieval failures)

Answer 41

Occurs when the strength of a memory deteriorates over time because of the presence of other memories that compete with it

Question 42

Explain primacy and recency effects (memory retrieval failures)

Answer 42

The fact that the things we encountered first or last in a sequence are often those most easily remembered

Question 43

Salience (to be particularly noticeable)

Answer 43

Salient objects tend to attract attention and induce greater elaboration, thereby creating stronger memories

Question 44

Prototypicality
We are better able to

Answer 44

recognize and recall prototypical or pioneer brands because these have been frequently rehearsed and recirculated and are linked to many other concepts in memory, and pioneers were the first to occupy the links

Question 45

Redundant cues

Answer 45

memory is enhanced when the information items to be learned seem to go together naturally

Question 46

Retrieval cue

Answer 46

is some stimulus that facilitates the activation of memory

Retrieval cues can be generated internally or externally