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Exam 9: Learning, Memory, and Product Positioning

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Question 21

Multiple Choice

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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?

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

F) None of the above
G) A) and D)

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Question 22

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Associative links in memory schemata contain/house semantic content.

A) True
B) False

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Question 23

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The most complex form of cognitive learning is _____.

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

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

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

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?

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?

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 _____.

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

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

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

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 _____.

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.

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

What are the two basic forms of conditioned learning?

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?

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?

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 _____.