Question 1

Explain what behavioural learning theory is. What do learning theorists mean by the term "black box"?

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Question 2

Learning is a relatively permanent change in behaviour that is caused by experience.

Accepted Answer

Learning involves acquiring knowledge, skills, behaviors, or attitudes through experience, study, or teaching, which leads to a relatively permanent change in behavior or potential behavior.

Question 3

"Shaping" is the term used for learning by imitating the behaviour of others.

Accepted Answer

Shaping refers to the process of reinforcing successive approximations of a desired behavior until the desired behavior is achieved, rather than learning by imitating others.

Question 4

The tendency of a store's private brand to get high sales due to its similarity to the national brand it is imitating is known as stimulus assimilation.

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Question 5

A large food manufacturer is about to launch a new cereal brand. How could it use the theory of classical conditioning to help form positive associations with its product?

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Question 6

Masked branding usually involves representing a brand in a similar way to a competitor's brand.

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Masked branding involves hiding or minimizing the brand's identity in its products or marketing efforts, not mimicking a competitor's brand.

Question 7

Define masked branding and provide an example.

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Question 8

Give examples of two ways in which marketers use stimulus generalization.

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Question 9

People who play slot machines play and play and play; this behaviour is difficult to extinguish. They never know when they are going to "hit." This reinforcement schedule is called "variable-interval reinforcement."

Accepted Answer

This behavior is an example of a "variable-ratio reinforcement" schedule, where reinforcement (winning) is given after an unpredictable number of responses (playing the slot machine), not after unpredictable intervals of time.

Question 10

Negative reinforcement occurs when a response is followed by unpleasant events, thereby decreasing the likelihood that a behaviour will be repeated.

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Negative reinforcement involves the removal of an unpleasant stimulus following a behavior, which increases the likelihood that the behavior will be repeated in the future.

Question 11

What is stimulus generalization and why it important to marketers?

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Question 12

Research indicates that it is possible for learning to occur by observation and when we are not trying.

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Research in psychology, particularly in the area of social learning theory, has shown that learning can occur through observation, also known as observational learning or modeling, and can happen passively, without deliberate effort to learn.

Question 13

Extinction occurs when a CS is no longer matched with a UCS. This implies that extinction results from learning and not from memory loss.

Accepted Answer

Extinction in classical conditioning occurs because the conditioned stimulus (CS) is repeatedly presented without the unconditioned stimulus (UCS), leading to a decrease in the conditioned response over time. This process involves learning that the CS no longer predicts the UCS, rather than simply forgetting the association.

Question 14

Advertising wearout usually occurs after the first presentation of an ad.

Accepted Answer

Advertising wearout refers to the phenomenon where an ad loses its effectiveness after being presented too many times, not after the first presentation.

Question 15

Learning is a process that refers to a relatively permanent change in behaviour. What causes learning?

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Question 16

An advertiser wants to create positive feelings about a new digital camera. How might the advertiser accomplish this using classical conditioning? In your answer define and use terms from classical conditioning theory.

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Question 17

Matthew served a new wine cooler to guests who complimented his choice. Matthew will be likely to buy that brand again because he now knows that guests will praise his choice. His learning is an example of operant conditioning.

Accepted Answer

Matthew's likelihood to buy the same brand again due to positive feedback (compliments) from his guests is an example of operant conditioning, where behavior is influenced by its consequences (in this case, positive reinforcement).

Question 18

Licensing is one form of stimulus generalization applied to marketing strategy.

Accepted Answer

Stimulus generalization in marketing involves using similar cues or elements in branding or advertising to make consumers associate a new product with an existing product or brand. Licensing, where a company allows another to use its brand, logo, or product characteristics, leverages this concept by extending the brand's appeal and recognition to new products, thus benefiting from the established connections in consumers' minds.

Question 19

Define what classical conditioning is and explain why it is important to marketers.

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Question 20

Give an example of classical conditioning, listing the correct terminology for the elements in the process.

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Quiz 3: Learning and Memory