Chap 5 Quiz Consumer knowledge and memory

When a consumer makes a decision, they

usually make use of the information already

stored in their memory.

• True

• False

___________ is the outcome of the collection

and assimilation of information through

learning.

• Script

• Knowledge

• Memory

• None of the above

This system of information

organisation and storage is known as

the ______________.

• Memory

• Consumer’s knowledge structure

• Categorization

• None of the above

It is the process of placing a

mental ‘label’ on a product, based on

available information.

• Schema

• Knowledge

• Categorisation

• None of the above

Schema is the associations with an object grouped

together in a meaningful way.

• True

• False

• Don't know

One type of schema is a _______ which is our knowledge of a sequence of expected events in a given situation.

• Script

• Brand image

• Superordinate

• None of the above

A ________ is a product that best represents a product category

• Graded Structure

• Prototype

• Superordinate

• Subordinate

Data is fi rst collected externally and then processed in the RAM the information is then transferred to the ROM and integrated with existing files for permanent storage. Finally, this information

cannot be accessed and retrieved from the ROM when required.

• True

• False

The memory process begins when an individual is exposed to external stimuli. This information

is immediately encoded to sensory memory, before being transferred to short-term memory for up to

20 seconds.

• True

• False

• Don't know

We store information here on a very short-term basis

(less than three seconds).

• Short term memory

• Long term memory

• Sensory Memory

• None of the above