Question 1

________ memory permits temporary storage of information we receive from our senses.
A) Elaborative
B) Sensory
C) Cognitive
D) Working

Accepted Answer

Sensory memory allows us to briefly hold onto information from our senses such as visual, auditory, or olfactory stimuli. This memory lasts for only a few seconds before either being transferred to long-term memory or fading away.

Question 2

Many marketers use 'the good old days' as a common theme in promotional messages.This is a strategy of focusing on ________.
A) the highlighting effect
B) the halo effect
C) nostalgia
D) memory spikes

Accepted Answer

Focusing on nostalgia is the strategy of using 'the good old days' as a common theme in promotional messages.

Question 3

What type of learning theory emphasises that people are problem solvers who actively use information from the world around them to master their environment?
A) Instrumental conditioning
B) Classical conditioning
C) Cognitive learning
D) Operant conditioning

Accepted Answer

Cognitive learning theory emphasizes that people actively use information from their environment to solve problems and master their environment. This theory emphasizes the importance of cognitive processes such as attention, perception, memory, and thinking. Instrumental and operant conditioning focus more on the role of reinforcement and punishment in shaping behavior, while classical conditioning emphasizes the role of associations between stimuli and responses.

Question 4

________ involves a process of acquiring information and storing it over time so that it will be available when needed.
A) Memory
B) Recognition
C) Comprehension
D) Attention

Accepted Answer

Memory involves the process of acquiring, retaining, and retrieving information over time. Recognition is the process of identifying something already encountered, comprehension is understanding the meaning of information, and attention is the process of selectively focusing on certain aspects while ignoring others.

Question 5

Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal market.One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf.They were rectangular with white labels that looked very professional and very serious.Sales went through the roof.What form of stimulus generalisation seems to be working for the herbal company?
A) Masked branding
B) Halo effect
C) Continual reinforcement
D) Shaping

Accepted Answer

The halo effect is the tendency for an impression created in one area to influence opinion in another area. In this case, the professional and serious appearance of the bottles may have created a positive impression in the minds of customers, leading them to believe that the herbal products were of higher quality and more effective. This positive impression may have influenced their purchasing decisions, resulting in increased sales for the company.

Question 6

According to the information-processing approach to studying the memory process,in the ________ stage,information enters in a way the system will recognise.
A) storage
B) retrieval
C) encoding
D) decoding

Accepted Answer

According to the information-processing approach, the memory process starts with encoding, where information is received and interpreted in a way that the memory system will recognize and process. Therefore, the correct answer is encoding.

Question 7

Which of the following has occurred when a stimulus is able to evoke a weakened response years after the stimulus was first perceived?
A) Spontaneous recovery
B) Scripting
C) Reverse extinction
D) Response bias

Accepted Answer

Spontaneous recovery is the reappearance of a previously extinguished response after a period of time. In this case, the weakened response is being evoked after years, indicating that the response had previously been extinguished and is now experiencing spontaneous recovery. Scripting refers to rehearsing or memorizing a sequence of responses, reverse extinction is not a recognized term, and response bias refers to a systematic tendency to respond in a particular way.

Question 8

________ memories relate to events that are personally relevant; therefore,a person's motivation to retain these memories will likely be strong.
A) Sensory
B) Episodic
C) Primary
D) Elaborative

Accepted Answer

Episodic memories are those that relate to personal events and experiences, making them personally relevant to an individual. As such, individuals are motivated to retain these memories, as they hold personal significance and meaning.

Question 9

John wants to teach his dog to do tricks such as 'sit up,' 'roll over,' and 'fetch a stick.' By systematically rewarding his dog for responding in the correct way,John is able to accomplish great progress over a 30-day period.John was able to teach his dog using which of the following learning processes?
A) Classical conditioning
B) Instrumental conditioning
C) Stimulation conditioning
D) Extinction conditioning

Accepted Answer

The type of learning process utilized by John to teach his dog tricks is instrumental conditioning, also known as operant conditioning. This involves the use of rewards or punishments to increase or decrease the likelihood of a behavior recurring. In this case, John rewarded his dog for responding in the correct way, thus increasing the likelihood of the dog repeating the behavior in the future. The other options, classical conditioning, stimulation conditioning, and extinction conditioning, do not accurately describe the process used by John to teach his dog.

Question 10

Memories of products are often replaced (forgotten)as we learn additional information.This displacement of information is called ________.
A) the highlighting effect
B) interference
C) decay
D) generalisation

Accepted Answer

Interference refers to the displacement of information due to the presence of competing or similar items in memory. As we acquire new information, it can interfere with previously stored memories leading to forgetting. The highlighting effect and generalization refer to different types of cognitive biases, while decay refers to the gradual fading of memories over time. Therefore, interference is the best choice for this question.

Question 11

Claudia Norman was a marketing consultant.She recommended that brand equity for a new environmentally-friendly product could be established by giving her initial customers free memberships in the Green Peace Organisation.Claudia used which of the following in her recommendation?
A) Promotional conditioning
B) Emotional learning
C) Classical conditioning
D) Instrumental conditioning

Accepted Answer

The answer of Claudia Norman was a marketing consultant.She recommended...

Question 12

________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviours.
A) Observational
B) Reinforced
C) Halo effect
D) Masked

Accepted Answer

Observational learning is based on the assumption that people can learn by observing others' behaviors and their outcomes. This type of learning is also known as social learning, modeling or vicarious learning.

Question 13

People tend to give "yes" responses to questions,regardless of what they are asked.This is an example of ________.
A) response bias
B) elaborative rehearsal
C) salience
D) nostalgia

Accepted Answer

This phenomenon is known as response bias, where individuals have a tendency to answer in a positive or affirmative manner, often due to factors such as social desirability or a desire to please the questioner.

Question 14

Within a knowledge structure,which of the following is the LEAST complex knowledge unit?
A) Meaning
B) Proposition
C) Schema
D) Script

Accepted Answer

Meaning is the least complex knowledge unit as it pertains to the basic understanding of a single word or concept, whereas propositions involve linking multiple concepts together in a statement, schemas involve organizing concepts into a framework, and scripts involve understanding a sequence of events.

Question 15

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased.
A) rebate
B) discount
C) reward
D) frequency

Accepted Answer

The answer of The popular marketing technique known as ________...

Question 16

In a typical ________ test,subjects are shown ads one at a time and asked if they have seen them before.
A) recall
B) recognition
C) chunking
D) salience

Accepted Answer

The description matches with the recognition test where the subjects are shown ads one at a time and are asked to recognize whether they have seen it before. Option A is also somewhat relevant as the recall test asks subjects to remember a previously presented stimulus, but it is not an accurate match for the given description. Options C and D are not related to the given scenario.

Question 17

Sam was humming the Mortein Louie the Fly jingle as he was driving down the expressway.A thought suddenly occurs to him: "Why am I humming this stupid jingle? I don't buy this stuff or even need it!" Sam knows this jingle through ________.
A) stimulus generalisation
B) reinforcement modelling
C) incidental learning
D) operant conditioning

Accepted Answer

Sam likely learned the jingle incidentally, as it is a well-known and ubiquitous advertising jingle. Stimulus generalisation involves responding to similar stimuli, reinforcement modelling involves learning through rewards and punishments, and operant conditioning involves learning through the consequences of one's actions.

Question 18

Almost any technique that increases the novelty of a stimulus also improves recall of the stimulus.This result is called the ________.
A) highlighting effect
B) von Restorff effect
C) spacing effect
D) halo effect

Accepted Answer

The von Restorff effect, also known as the isolation effect, states that when presented with multiple similar stimuli, the one that is different or unique is more likely to be remembered. This is because it stands out and creates a stronger impression on our memory. Therefore, increasing the novelty of a stimulus can enhance recall, which is consistent with the von Restorff effect. The other options, highlighting effect, spacing effect, and halo effect, are also memory-related phenomena but they are not directly associated with the effect of novelty on recall.

Question 19

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the 'black box' process and its connection with learning.He suddenly smells the aroma of fresh cinnamon rolls and his mouth begins to water.He looks around and sees a student in the last row bite into a big,juicy roll."I wish I were sitting next to him," Frank thinks,"because I know I could steal a bite".What Frank just went through in class was similar to the 'black box' process being described by his professor.This process is most closely associated with which of the following learning methods?
A) Incidental learning
B) Gestalt learning
C) Cognitive learning
D) Behavioural learning

Accepted Answer

The 'black box' process is most closely associated with behavioural learning, which emphasizes the role of the environment in shaping behaviour through stimulus-response associations. In this scenario, Frank's desire to steal a bite of the cinnamon roll was a response to the smell and sight of the food, which acted as a stimulus. The 'black box' refers to the internal mental processes that occur between the stimulus and response, which are not visible or measurable from the outside.

Question 20

A sales manager pays a bonus to new trainees when they develop a good sales prospectus.Later,after the trainees have completed two months of training,the manager pays a bonus only for an actual sale.The manager is applying what process of instrumental conditioning to help the trainees be productive in their sales careers?
A) Shaping
B) Modelling
C) Negative reinforcement
D) Variable-ratio reinforcement

Accepted Answer

The answer of A sales manager pays a bonus to...

Quiz 3: Learning and Memory

________ memory permits temporary storage of information we receive from our senses.

Many marketers use 'the good old days' as a common theme in promotional messages.This is a strategy of focusing on ________.

What type of learning theory emphasises that people are problem solvers who actively use information from the world around them to master their environment?

________ involves a process of acquiring information and storing it over time so that it will be available when needed.

According to the information-processing approach to studying the memory process,in the ________ stage,information enters in a way the system will recognise.

Which of the following has occurred when a stimulus is able to evoke a weakened response years after the stimulus was first perceived?

________ memories relate to events that are personally relevant; therefore,a person's motivation to retain these memories will likely be strong.

Memories of products are often replaced (forgotten) as we learn additional information.This displacement of information is called ________.

Claudia Norman was a marketing consultant.She recommended that brand equity for a new environmentally-friendly product could be established by giving her initial customers free memberships in the Green Peace Organisation.Claudia used which of the following in her recommendation?

________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviours.

People tend to give "yes" responses to questions,regardless of what they are asked.This is an example of ________.

Within a knowledge structure,which of the following is the LEAST complex knowledge unit?

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased.

In a typical ________ test,subjects are shown ads one at a time and asked if they have seen them before.

Sam was humming the Mortein Louie the Fly jingle as he was driving down the expressway.A thought suddenly occurs to him: "Why am I humming this stupid jingle? I don't buy this stuff or even need it!" Sam knows this jingle through ________.

Almost any technique that increases the novelty of a stimulus also improves recall of the stimulus.This result is called the ________.