Question 1

Explicit memory is characterized by the conscious recollection of an exposure event.

Accepted Answer

A) True 
 B)False

Question 2

The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning?

Accepted Answer

A)  classical conditioning 
B)  operant conditioning 
C)  iconic learning 
D)  vicarious learning 
E)  reinforced learning

Question 3

Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as being for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way the market views its brand is an example of _____.

Accepted Answer

A)  product positioning 
B)  product repositioning 
C)  brand extension 
D)  brand leveraging 
E)  brand revival

Question 4

The process of encouraging partial responses leading to the final desired response is known as _____.

Accepted Answer

A)  step learning 
B)  staging 
C)  stepping 
D)  shaping 
E)  modeling

Question 5

Associative links in memory schemata contain/house semantic content.

Accepted Answer

A) True 
 B)False

Question 6

Coca-Cola does not advertise during the evening news because the marketer does not want the often-negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

Accepted Answer

A)  classical conditioning 
B)  operant conditioning 
C)  iconic learning 
D)  vicarious learning 
E)  reinforced learning

Question 7

Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of _____.

Accepted Answer

A)  stimulus discrimination 
B)  stimulus generalization 
C)  stimulus confusion 
D)  stimulus similarity 
E)  stimulus deception

Question 8

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

Accepted Answer

A)  pairing 
B)  combining 
C)  conditioning 
D)  operating 
E)  shaping

Question 9

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

A)  preferred set 
B)  evoked set 
C)  priority set 
D)  accessible set 
E)  primary set

Question 10

Which of the following is a strategy to reduce competitive interference?

Accepted Answer

A)  create a semantic memory of a brand 
B)  create a episodic memory of a brand 
C)  use pulsing 
D)  provide external retrieval cues 
E)  provide an incentive for trial

Question 11

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

Accepted Answer

A)  repetition 
B)  rehearsal 
C)  elaboration 
D)  A and B 
E)  A, B, and C

Question 12

Donald has just learned that he has Type II diabetes, so he wants to learn as much as he can to manage his health. He reads health magazines, visits health-related websites, and reads product nutrition and ingredient information on packages. Donald's strength of learning is most likely to be strong due to which factor that affects the strength of learning?

Accepted Answer

A)  mood 
B)  punishment 
C)  importance 
D)  repetition 
E)  dual coding

Question 13

When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to?

Accepted Answer

A)  complement 
B)  substitute 
C)  transfer 
D)  image 
E)  extension

Question 14

_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling).

Accepted Answer

A)  Analogous conditioning 
B)  Iconic rote conditioning 
C)  Classical conditioning 
D)  Modeled conditioning 
E)  Vicarious conditioning

Question 15

What are the two basic forms of conditioned learning?

Accepted Answer

A)  classical and operant 
B)  classical and iconic 
C)  iconic rote and modeling 
D)  analogy and metaphor 
E)  positive and negative

Question 16

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

A)  episodic memory 
B)  primary memory 
C)  accessible memory 
D)  semantic memory 
E)  conditioned memory

Question 17

Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli.

Accepted Answer

A) True 
 B)False

Question 18

The most complex form of cognitive learning is _____.

Accepted Answer

A)  operant learning 
B)  vicarious learning 
C)  iconic rote learning 
D)  analytical reasoning 
E)  modeling

Question 19

Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.

Accepted Answer

A)  operant learning 
B)  iconic rote learning 
C)  vicarious learning 
D)  modeling 
E)  analytical reasoning

Question 20

_____ is the total accumulation of prior learning experiences.

Accepted Answer

A)  Memory 
B)  Brand image 
C)  Brand equity 
D)  Information processing 
E)  Positioning

Exam 9: Learning, Memory, and Product Positioning

Explicit memory is characterized by the conscious recollection of an exposure event.

The more often a response is reinforced, the more likely it will be repeated in the future as consumers learn that the response is associated with a positive outcome is the basic premise of which type of learning?

The process of encouraging partial responses leading to the final desired response is known as _____.

Associative links in memory schemata contain/house semantic content.

Coca-Cola does not advertise during the evening news because the marketer does not want the often-negative information reported on the news to create a negative feeling toward the brand. Which type of learning creates an association between the brand and some response?

Many store brands use packaging and labeling that is similar to the more expensive national brand. The hope is that the look-alike package will elicit a similar response in consumers that encourages them to purchase the cheaper store brand. This is an example of _____.

Which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated?

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 _____.

Which of the following is a strategy to reduce competitive interference?

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

When consumers see the new product (i.e., brand extension) as requiring the same manufacturing skills as the original, successful brand leverage is more likely. Which dimension is this referring to?

_____ attempts to create an association between a stimulus (e.g., brand name) and some response (e.g., behavior or feeling) .

What are the two basic forms of conditioned learning?

Stimulus discrimination refers to the process of learning to respond differently to similar but distinct stimuli.

The most complex form of cognitive learning is _____.

Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.

_____ is the total accumulation of prior learning experiences.