Lecture 1: Introduction to CB; Perception, Learning, and Memory

Question 1

Consumer behavior reflects the totality of consumers’ decisions with respect to the acquisition, consumption and disposition of goods, services, activities, and ideas by decision making units.

Answer 1

True

Question 2

Consumer behaviour involves more than buying.

Answer 2

True

Question 3

Consumer behaviour involves products, services, activities, and ideas.

Answer 3

True

Question 4

Consumers’ culture involves social class, household, social groups, opinion leaders, culture, marketing, political and economic environment.

Answer 4

True

Question 5

The “psychological core” consists of perception, learning, memory, understanding, knowledge, motivation, values, involvement, attitudes, self, and identity.

Answer 5

True

Question 6

Perception occurs when stimuli are registered by one of our five senses: vision, hearing, taste, smell, and touch.

Answer 6

True

Question 7

Exposure reflects the process by which a consumer comes into physical contact with a stimulus.

Answer 7

True

Question 8

Attention is the process by which we devote mental activity to a stimulus.

Answer 8

True

Question 9

Attention is selective, can be divided and is limited.

Answer 9

True

Question 10

Interpretation refers to the meaning that people assign to sensory stimuli.

Answer 10

True

Question 11

Consumer characteristics include needs, involvement, sensory and cognitive skills, familiarity and expertise.

Answer 11

True

Question 12

Stimuli are registered if they fall below the perceptual threshold.

Answer 12

False

Question 13

Stimuli are not registered if they fall below the perceptual threshold.

Answer 13

True

Question 14

The absolute threshold is the maximum level of stimulus intensity needed for a stimulus to be perceived.

Answer 14

False

Question 15

The absolute threshold is the minimum level of stimulus intensity needed for a stimulus to be perceived.

Answer 15

True

Question 16

The differential threshold refers to the intensity difference needed between two stimuli before people can perceive that the stimuli are different.

Answer 16

True

Question 17

The differential threshold is the minimum level of stimulus intensity needed for a stimulus to be perceived.

Answer 17

False

Question 18

The absolute threshold refers to the intensity difference needed between two stimuli before people can perceive that the stimuli are different.

Answer 18

False

Question 19

Stimuli perceived subliminally can elicit primitive feeling responses, but they are often not sufficiently strong enough to alter consumers’ preferences or to make a brand more memorable.

Answer 19

True

Question 20

Stimuli perceived subliminally can elicit primitive feeling responses, and are strong enough to alter consumers’ preferences to make a brand more memorable.

Answer 20

False

Question 21

Sensory marketing refers to smell, touch, sound, taste and sight.

Answer 21

True

Question 22

Learning is acquiring a response to a stimulus. It refers to a relatively permanent change in behaviour which comes with experience.

Answer 22

True

Question 23

Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.

Answer 23

True

Question 24

Instrumental learning occurs as the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes.

Answer 24

True

Question 25

Instrumental learning occurs as a result of mental processes, by acquiring new information.

Answer 25

False

Question 26

Cognitive learning occurs as the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes.

Answer 26

False

Question 27

Cognitive learning occurs as a result of mental processes, by acquiring new information.

Answer 27

True

Question 28

Observational learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviours.

Answer 28

True

Question 29

Sensory memory is defined as the permanent storage of information, unlimited capacity, long or permanent duration.

Answer 29

False

Question 30

Sensory memory is defined as the temporary storage of information, high capacity, very short duration.

Answer 30

True

Question 31

Short-term memory is defined as temporary storage of sensory information, high capacity, very short duration.

Answer 31

False

Question 32

Short-term memory is defined as brief storage of information, currently being used limited capacity, short duration.

Answer 32

True

Question 33

Long-term memory is defined as permanent storage of information, unlimited capacity, long or permanent duration.

Answer 33

True

Question 34

Elaboration is described as active processing of information with other information already in memory to identify meaning in new information.

Answer 34

True

Question 35

Retrieval is the process of identifying a stimulus as having been encountered before.

Answer 35

False

Question 36

Retrieval is the process whereby information is accessed from long-term memory.

Answer 36

True

Question 37

Recognition is the process whereby information is accessed from long-term memory.

Answer 37

False

Question 38

Recognition is the process of identifying a stimulus as having been encountered before.

Answer 38

True

Question 39

Recall is described as accessing information without any clues (unaided) or with some clues (aided).

Answer 39

True

Question 40

Recognition scores are lower than recall scores; they tend to be less reliable as they decay over time.

Answer 40

False

Question 41

Recognition scores are higher than recall scores; they tend to be more reliable as they do not decay over time.

Answer 41

True

Question 42

Decay is when memory strength is weakened.

Answer 42

True

Question 43

Interference is when memory strength deteriorates because of competing memories.

Answer 43

True

Question 44

Primary or recency effects is defined as a tendency to show greater memory for information that comes first or last in a sequence.

Answer 44

True

Question 45

A script is a set of associations that are linked to a concept (e.g. tree: leaves, green, big, nature).

Answer 45

False

Question 46

A script represents knowledge of a sequence of events (e.g., process of having lunch at university).

Answer 46

True

Question 47

Schemas represent knowledge of a sequence of events (e.g., process of having lunch at university).

Answer 47

False

Question 48

Schemas are a set of associations that are linked to a concept (e.g. tree: leaves, green, big, nature..).

Answer 48

True

Question 49

Knowledge content reflects the information consumers have already learned about brands, companies, stores, ads, etc.

Answer 49

True

Question 50

Knowledge structure refers to the way consumers organize knowledge objects.

Answer 50

True

Question 51

Knowledge structure reflects the information consumers have already learned about brands, companies, stores, ads, etc.

Answer 51

False

Question 52

Knowledge content refers to the way consumers organize knowledge objects.

Answer 52

False

Question 53

Objects can be organized in orders, hierarchically structured categories, with similar objects in the same category.

Answer 53

True

Question 54

The prototype is that category member perceived to be the best example of the category (e.g. iPhone is/used to be a prototypical smart phone).

Answer 54

True