Question 1

What are the two important conclusions for memory research from the experiment in which mall owners sprayed the scent of baby powder where clothing for pregnant mothers was sold and played music from the era when the pregnant mothers were in their teens?

Accepted Answer

A few years ago, the owners of an Asian mall chain decided to see if they could get pregnant mothers to spend more money at their malls by making the smells and sounds more appealing to them. The mall owners sprayed the scent of Johnson & Johnson baby powder in areas where clothing was sold and an appealing cherry scent in the food-court area. The mall owners also played music from the era when the pregnant mothers were young, hoping that the nostalgia would keep them in the malls longer. The experiment (although not scientific) was a success; the mall saw increased sales after introducing the measures. The experiment had a second effect that the mall owners weren't expecting. About a year after the experiment began, mothers who shopped at the mall when they were pregnant began to report that the mall had a uniquely calming effect on their babies, suggesting that the babies remembered the smells and sounds from before they were born and found them soothing. Taken together, results from both intentional and unintentional tests of newborn preferences suggest that marketers can influence preferences of people even before they are born

Question 2

Why do advertisers market their products to children?

Accepted Answer

Brand preferences are largely based on familiarity, and thus marketers can create preferences in babies and toddlers just by making sure the babies and toddlers are exposed to the products. SIS International Research found that more than half of all people choose brands they remember from childhood. Marketers are further motivated to advertise to the youngest possible customers because their goal is to create a lifelong preference for their product before the consumer develops a lifelong preference for their competition. Most products marketed to children are associated with some brand to which children have mass media exposure. And marketers are hoping that children will stick with that brand as they transition into adult products. Advertisers who repeatedly expose brand images to young children are creating implicit memories for those brands. These implicit memories for a brand lead to a sense of familiarity and a preference for the brand

Question 3

When mall owners sprayed the scent of baby powder where clothing for pregnant mothers was sold and played music from the era when the pregnant mothers were in their teens, they observed ________.

Accepted Answer

A)   increased sales immediately and, about a year after the experiment, mothers who shopped at the mall when they were pregnant reported that the mall had a uniquely calming effect on their babies
B)   increased sales immediately but, about a year after the experiment, mothers who shopped at the mall when they were pregnant reported that the mall made their babies cry
C)   a drop in sales immediately but, about a year after the experiment, mothers who shopped at the mall when they were pregnant reported that the mall made their babies cry
D)   a drop in sales immediately and about a year after the experiment A

Question 4

Civettini and Redlawsk (2009) examined the impact of emotions on later recall of candidate information and found that the likelihood that an item would be remembered was ________ if it evoked an emotional response; importantly, the more ________ an item is with the expectations of the participant, the more likely it is to be remembered.

Accepted Answer

A)   increased; congruent
B)   decreased; congruent
C)   decreased; incongruent
D)   increased; incongruent

Question 5

The findings from Braun (1999) suggest that postexperience advertisements can change consumer-choice behaviour even when the consumer ________ and even when there is ________ delay between the advertisement and the choice.

Accepted Answer

A)   doesn't like the product; a one-week delay
B)   likes the product; a one-week delay
C)   doesn't like the product; a one-month delay
D)   doesn't like the product; a one-year delay

Question 6

What does Beth Miller's (2010) study reveal about the impact of scandal on memory for campaign information?

Accepted Answer

The answer of What does Beth Miller's (2010) study reveal...

Question 7

In a survey of 2035 individuals, SIS International Research found that ________ of all people choose brands they remember from childhood.

Accepted Answer

A)   less than half
B)   more than half
C)   more than 90 per cent
D)   less than 10 per cent

Question 8

Advertisements ________.

Accepted Answer

A)   cannot materially change existing memories for products
B)   can materially change existing memories for products
C)   can change existing memories for a product but only if people originally enjoyed it
D)   can change existing memories for a product but only if people originally did not enjoy it

Question 9

How did Braun et al. (2002) test whether advertisements can cause people to become more certain that events actually happened to them as children? What did their research reveal?

Accepted Answer

The answer of How did Braun et al. (2002) test...

Question 10

Braun et al. (2002), exploring peoples' memories for Disney parks following the ads, revealed that participants reported wanting to go back and to talk about their experiences with their friends. Thus, autobiographical advertising may benefit marketers in ________.

Accepted Answer

A)   limited ways
B)   two ways: It may change a consumer's purchase intention and it may lead viewers to form stronger explicit memories
C)   two ways: It may change a consumer's implicit memory of the event and it may lead viewers to advertise the brand using word of mouth
D)   two ways: It may change a consumer's purchase intention and it may lead viewers to advertise the brand using word of mouth

Question 11

Shapiro and Krishnan's (2001) inclusion task is formalized by the equation ________.

Accepted Answer

A)   Inclusion = C - (1 + 
A)  C
B)   Inclusion = C - (1 + 
C)  A
C)   Inclusion = C + (1 - 
C)  A
D)   Inclusion = C + (1 - 
A)  C

Question 12

Marketing to babies and toddlers ________ a very effective long-term strategy because ________.

Accepted Answer

A)   is not; companies may possibly establish dislikes for their products that will prevent purchasing when these babies and toddlers become consumers
B)   is; babies and toddlers can immediately influence the purchasing of their parents
C)   is not; it is unlikely that when babies and toddlers become consumers they will remember the advertisements
D)   is; companies can help establish preferences that will guide purchasing choices when these babies and toddlers become consumers

Question 13

Braun et al. (2002) were interested in seeing whether a person could be led to believe a previous experience was more probable by imagining that experience through an advertisement, and found that ________.

Accepted Answer

A)   50 per cent of participants who saw the Walt Disney World ad showed an increase in confidence for the target item from week 1 to week 2, compared to 7 per cent in the control condition
B)   90 per cent of participants who saw the Walt Disney World ad showed an increase in confidence for the target item from week 1 to week 2, compared to 47 per cent in the control condition
C)   all participants who saw the Walt Disney World ad showed an increase in confidence for the target item from week 1 to week 2, compared to none in the control condition
D)   the same percentage of participants who saw the Walt Disney World ad showed an increase in confidence for the target item from week 1 to week 2, compared to the control condition

Question 14

What are high- and low-involvement purchases, and what type of memory influences each type of purchase?

Accepted Answer

The answer of What are high- and low-involvement purchases, and...

Question 15

An online tally is ________.

Accepted Answer

A)   a method a political lobby use to keep track of the prevailing views about a public figure; the tally will increase or decrease depending on whether new information is positive or negative
B)   a method a person can use to keep track of her or his view of a public figure; the tally will increase or decrease depending on whether new information is positive or negative
C)   a method a person can use to keep track of her or his view of a public figure; the tally will only increase or remain the same depending on whether new information is positive or negative
D)   a method a political lobby use to keep track of the prevailing views about a public figure; the tally will only increase or remain the same depending on whether new information is positive or negative

Question 16

Shapiro and Krishnan's (2001) exclusion task is formalized by the equation ________.

Accepted Answer

A)   Exclusion = (1 + 
A)  C
B)   Exclusion = (1 + 
C)  A
C)   Exclusion = (1 - 
C)  A
D)   Exclusion = (1 - 
A)  C

Question 17

Roberto et al. (2010) found that forty preschoolers given snacks ________.

Accepted Answer

A)   reported that food that came in a package with a licenced character on it tasted better than food that came in plain packaging
B)   reported that food that came in a package without a licenced character on it tasted better than food that came in plain packaging
C)   asked afterwards for packages of snacks with a licenced character on it
D)   preferred playing with toys depicting licenced characters instead of eating the snacks

Question 18

Braun et al. (2002) studied whether false information in advertisements about childhood experiences at Disneyland could make consumers believe that those false events had actually happened to them, and discovered that ________ who had seen the Bugs Bunny ad falsely recalled shaking hands with Bugs Bunny at Disneyland.

Accepted Answer

A)   36 per cent of participants
B)   all participants
C)   56 per cent of participants
D)   16 per cent of participants

Question 19

Many researchers have also found evidence that negative information receives ________ extensive processing; this information is ________ well remembered than positive information.

Accepted Answer

A)   more; better
B)   less; better
C)   more; less
D)   less; less

Question 20

Preferences established early in life are largely based on ________.

Accepted Answer

A)   generic memory
B)   emotions associated with the initial exposure
C)   episodic memory
D)   familiarity

Exam 12: Memory and the Marketplace