Chapter 9

Question 1

Accessibility

Answer 1

the likelihood and ease with which information can be recalled from Long Term Memory LTM

Question 2

Advertising wear out

Answer 2

too much repetition can cause consumers to actively shut out the message evaluate it negatively or disregard it

Question 3

Analogical reasoning

Answer 3

an inference process that allows consumers to use an existing knowledge base to understand a new situation or object. Individuals use thinking to restructure and recombine existing and new information to form new associations and concepts

Question 4

Analytical reasoning

Answer 4

most complex form of cognitive learning, ability to look at information be it qualitative or quantitative in nature and discern patterns within the information

Question 5

Brand equity

Answer 5

the value consumers assign to a brand above and beyond the functional characteristics of the product

Question 6

Brand image

Answer 6

the schematic memory of a brand. It contains the target market’s interpretation of the product’s attributes, benefits, usage situations, users and manufacturer/ market characteristics. It is what people think of and feel when they hear or see the brand name

Question 7

Brand leverage

Answer 7

family branding, brand extension or umbrella branding refers to marketers capitalize on brand equity by using an existing brand name for new products

Question 8

Classical conditioning

Answer 8

the process of using an established relationship between one stimulus and response to bring about the learning of the same response to a different stimulus.

Question 9

Cognitive learning

Answer 9

encompasses all the mental activities of humans as they work to solve problem or cope with situations

Question 10

Concepts

Answer 10

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

Question 11

Conditioning

Answer 11

a set or procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned

Question 12

Elaborative activities

Answer 12

the use of previously stored experience, values, attitudes, beliefs, and feeling to interpret and evaluate information in working memory as well as to add relevant previously stored information

Question 13

Episodic memory

Answer 13

the memory of sequence of event in which a person participated

Question 14

Explicit memory

Answer 14

conscious recollection of an exposure event

Question 15

Extinction

Answer 15

forgetting, the desired response decays or dies out if learning is not repeated and reinforced

Question 16

Flashbulb memory

Answer 16

acute memory for the circumstances surrounding a surprising and novel event

Question 17

High-involvement learning

Answer 17

the consumer is motivated to process or learn the material

Question 18

Iconic rote learning

Answer 18

learning a concept or the association between two or more concepts in the absence of conditioning

Question 19

Imagery

Answer 19

involve concrete sensory representation of ideas, feelings and object. It permits a direct recovery of aspects of past experience. Involves the recall and mental manipulation of sensory images, including sight, smell, taste and tactile touch sensation

Question 20

Implicit memory

Answer 20

the nonconscious retrieval of previously encountered stimuli

Question 21

Involvement learning

Answer 21

consumer has little or no motivation to process or learn the material

Question 22

Learning

Answer 22

any change in the content or organization of long-term memory or behavior and is the result of information processing

Question 23

Long-term memory (LTM)

Answer 23

is that portion of the total memory devoted to permanent information storage

Question 24

Low-involvement learning

Answer 24

situation is one in which the consumer has little or no motivation to process or learn the material

Question 25

Maintenance rehearsal

Answer 25

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 26

Memory interference

Answer 26

have difficulty retrieving a specific piece of information because other related information in memory gets in the way

Question 27

Modeling

Answer 27

a person observe the behavior of another and then imitates that behavior

Question 28

Operant conditioning

Answer 28

or instrumental learning involves rewarding desirable behavior that serves to reinforce the behavior. A response that is reinforced is more likely to be repeated when the same or similar situation arises in the future

Question 29

Perceptual mapping

Answer 29

useful technique for measuring and developing product’s positions. Takes consumer’s perception of how similar various brand or products are to each other and relates these perception to product attributes.

Question 30

Product positioning

Answer 30

decisions by marketers to try to achieve a defined brand image relative to competition within a market segment

Question 31

Product repositioning

Answer 31

a deliberate decisions to significantly alter the way the market views a product

Question 32

Pulsing

Answer 32

a regular cycle of advertising in which a product is advertised a lot, then not advertised at all then advertised a lot again.

Question 33

Punishment

Answer 33

it is any consequence that decreases the likelihood that a given response will be repeated in the future

Question 34

Reinforcement

Answer 34

anything that increases the likelihood that a given response will be repeated in the future

Question 35

Retrieval failure

Answer 35

forgetting, information that is available in the Long Term Memory (LTM) cannot be accessed. Cannot be retrieved from Long Term Memory LTM into Short Term Memory STM

Question 36

Schema

Answer 36

Knowledge structure, pattern or thought or behavior that organize categories of information and the relationship among them

Question 37

Script

Answer 37

memory of how an action sequence should occur

Question 38

Self-referencing

Answer 38

consumers are relating brand information to themselves

Question 39

Semantic memory

Answer 39

basic knowledge and feeling an individual has about a concept

Question 40

Shaping

Answer 40

process of encouraging partial responses leading to the final desired response

Question 41

Short-term memory (STM)

Answer 41

working memory it that portion of total memory that is currently activated or in use

Question 42

Stimulus discrimination

Answer 42

or differentiation refers to the process of learning to respond differently to similar but distinct stimuli

Question 43

Stimulus generalization

Answer 43

rub-off effect occurs when a response to one stimulus is elicited by a similar but distinct stimulus

Question 44

Vicarious learning

Answer 44

learning that allows individuals to learn from the experience of others. Behaviors are learned by watching the outcomes of other’s behavior or by imagining the outcome of a potential behavior

Question 45

Information processing

Answer 45

a series of activities by which stimuli are perceived, transformed into information and stored

Question 46

Chunking

Answer 46

organizing individual items into group of related items that can be processed as a single unit Can greatly aid in the transfer and recall of information from memory

Question 47

Vivid

Answer 47

they are relatively concrete representation of reality rather than an abstract

Question 48

Nodes

Answer 48

concepts, events and feelings are stored within memory

Question 49

Associative links

Answer 49

connect various concepts to from the complete meaning assigned to an item

Question 50

Evoke set

Answer 50

Brands in the schematic memory that come to mind are recalled for a specific problem or situation

Question 51

Top-of-mind awareness

Answer 51

refers to a brand or specific product being firs tin customers mind when thinking of a particular industry or category

Question 52

Spillover

Answer 52

scandals don’t always hurt just the scandalized brand can damage competitors in that industry especially similar competitors.

Question 53

Corrective advertising

Answer 53

a government requirement that firms remove inaccurate learning caused by past advertising

Question 54

Importance

Answer 54

refers to the value that consumer place on the information to be learned.

Question 55

Positive reinforcement

Answer 55

is a pleasant or desired consequence

Question 56

Negative reinforcement

Answer 56

involve the removal or the avoidance of an unpleasant consequence

Question 57

Echoic memory

Answer 57

memory of sound, including words in another memory mode that appears to have characteristics distinct from visual and verbal memory.

Question 58

recency planning

Answer 58

involves trying to plan advertising exposures so that they occur as close in time to a consumer purchase as possible.

Question 59

Brand equity

Answer 59

the ability to benefit from a brand image