Question 1

Episodic memories are likely to become part of a person's long-term memory.

Accepted Answer

Episodic memories are events or experiences that are tied to a particular time and place, such as a first day of school or a wedding. They are typically encoded and stored in the brain as part of long-term memory, particularly in the hippocampus and temporal lobe. Therefore, it is likely that episodic memories become part of a person's long-term memory.

Question 2

When Shira was a young girl,her teacher gave her a sticker every time she earned above 90 per cent on a test.Shira's teacher was using classical conditioning.

Accepted Answer

The answer of When Shira was a young girl,her teacher...

Question 3

The process of stimulus generalisation is often central to branding and packaging decisions that attempt to capitalise on consumers' positive associations with an existing brand or company name.In this context,list and briefly discuss the four strategies based on stimulus generalisation presented in the text.

Accepted Answer

The answer of The process of stimulus generalisation is often...

Question 4

A free recall test of a sample of potential customers would involve showing ads one at a time and asking each respondent if they had seen it before.

Accepted Answer

A free recall test involves asking respondents to recall any ads they remember without being shown the ads first.

Question 5

Define the terms 'learning' and 'incidental learning.'

Accepted Answer

The answer of Define the terms 'learning' and 'incidental learning.'...

Question 6

Compare and contrast classical and instrumental (operant)conditioning.

Accepted Answer

The answer of Compare and contrast classical and instrumental (operant)conditioning....

Question 7

Marketers assist in the process called elaborative rehearsal when they use catchy slogans or jingles to help consumers remember information about products or services.

Accepted Answer

Elaborative rehearsal is a method of memory retention where people relate newly learned information to existing knowledge or memories. Marketers can use catchy slogans or jingles as a way to connect their product or service to something familiar to the consumer, helping them remember it better through elaborative rehearsal.

Question 8

Fixed-interval reinforcement explains why airlines' frequent flyer programs are so successful.

Accepted Answer

The answer of Fixed-interval reinforcement explains why airlines' frequent flyer...

Question 9

Retrieval is the process whereby we recover information from long-term memory.

Accepted Answer

Retrieval is the process of accessing and bringing forth information from long-term memory.

Question 10

John Deere established a reputation for building dependable farm tractors.When the company began to build small yard tractors,it insisted on using the same logo on its small mowers as on its large tractors.John Deere was applying stimulus generalisation through look-alike packaging.

Accepted Answer

The answer of John Deere established a reputation for building...

Question 11

Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios.This is an illustration of a stimulus-response connection.

Accepted Answer

The scenario described shows how Shari's perception of the Cheerios box with the big red heart creates a mental association with the ad discussing the product's heart-healthy benefits. This is an example of a stimulus-response connection where the stimulus (the Cheerios box) elicits a response (thinking about the ad's message).

Question 12

A mother observes her daughter stirring batter in a bowl just the way she does when she bakes.The daughter has modelled her mother's behaviour.

Accepted Answer

The statement describes the process of modelling, where an individual learns behavior through observation and imitation of others. Here, the daughter has observed her mother stirring batter in a bowl and imitated the same behavior. Hence, the statement is true.

Question 13

One of the goals of successful marketing is to have potential customers think of the marketer's product whenever they try to remember products within a certain category.This remembered set of products is called an evoked set.

Accepted Answer

This is a true statement. A marketer's goal is often to create a strong association between their product and a certain category, so that when a customer is thinking about that category, their product comes to mind. The set of products that a customer is able to recall when thinking about a particular category is called their evoked set.

Question 14

For modelling behaviour to occur during observational learning,four conditions must be met.What are those conditions? Be specific in your description.

Accepted Answer

The answer of For modelling behaviour to occur during observational...

Question 15

The success of hybrid ads supports the idea that the viewing environment of a marketing message affects recall.

Accepted Answer

Hybrid ads, which combine elements of both traditional and digital advertising, have been shown to be effective in improving recall of marketing messages. This suggests that the viewing environment, including the format and context of the ad, can have a significant impact on how well consumers remember and engage with the content.

Question 16

The observational learning process begins with a step called motivation.

Accepted Answer

The answer of The observational learning process begins with a...

Question 17

The salience of a brand refers to its degree of pricing flexibility (i.e.,frequency of price changes).

Accepted Answer

The salience of a brand refers to its level of recognition and awareness among consumers, not its pricing flexibility.

Question 18

What is the capacity of short-term memory? Comment and explain.

Accepted Answer

The answer of What is the capacity of short-term memory?...

Question 19

The spacing effect describes the tendency for consumers to more effectively recall printed material when the advertiser repeats the target item repeatedly in a short time period rather than periodically over a longer time span.

Accepted Answer

The answer of The spacing effect describes the tendency for...

Question 20

Give a brief explanation of cognitive learning.

Accepted Answer

The answer of Give a brief explanation of cognitive learning....

Quiz 3: Learning and Memory