Deck 4: Learning Memory

Question 1

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success?

A) Too much repetition was decreasing the strength of the conditioning effect, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company.
B) Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning incomplete.
C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule.
D) Over time, the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom.

Answer 1

A

Question 2

________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus.

A) Extinction
B) Repetition
C) The cueing effect
D) The halo effect

Answer 2

D

Question 3

Instrumental conditioning occurs in which of the following ways?

A) positive reinforcement
B) negative reinforcement
C) punishment
D) All of the above

Answer 3

D

Question 4

If a woman receives compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?

A) neutral reinforcement
B) positive reinforcement
C) negative reinforcement
D) symbolic reinforcement

Question 5

When a professor reviews a certain topic many times, he is practicing ________.

A) psychological conditioning
B) stimulus-response conditioning
C) subliminal conditioning
D) repetition conditioning

Question 6

Family branding, licensing, and look-alike packaging are all marketing strategies based on ________.

A) stimulus generalization
B) the spacing effect
C) stimulus discrimination
D) extinction

Question 7

Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning.

A) stage one
B) subliminal
C) incidental
D) evoked

Question 8

Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.

A) conditioned stimulus; conditioned response
B) unconditioned response; conditioned stimulus
C) conditioned stimulus; unconditioned stimulus
D) unconditioned stimulus; unconditioned response

Question 9

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 the room 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 more closely associated with which of the following learning methods?

A) incidental learning
B) gestalt learning
C) cognitive learning
D) behavioral learning

Question 10

Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal supplement 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. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company?

A) masked branding
B) halo effect
C) continual reinforcement
D) shaping

Question 11

A relative permanent change of behavior is called ________.

A) lifestyles
B) personality
C) learning
D) all of the above

Question 12

When Sophie hums a McDonald's jingle, it is an example of ________.

A) brain worm
B) incidental learning
C) behavior
D) consumer attention

Question 13

In instrumental conditioning, what is the distinction between negative reinforcement and punishment?

A) There is no difference. They are two words for the same concept.
B) Negative reinforcement can occur when a stimulus is positive, and punishment only occurs when a stimulus is painful.
C) Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome.
D) Negative reinforcement creates a preference for negative results, while punishment teaches people to avoid negative results.

Question 14

Which of the following was first demonstrated by Ivan Pavlov?

A) classical conditioning
B) instrumental conditioning
C) behavioral conditioning
D) psychological conditioning

Question 15

Which theory listed below assumes that learning take place as the result of responses to external events?

A) behavioral learning
B) episodic learning
C) incidental learning
D) gestalt learning

Question 16

If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________.

A) interface
B) repetition
C) the spacing effect
D) extinction

Question 17

Licensing occurs when a company ________.

A) uses family branding
B) "rents" a well-known name
C) extends a product line
D) uses look-alike packaging

Question 18

Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning?

A) energy and work
B) stimulus and response
C) thought and memory
D) sensation and perception

Question 19

Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff; in fact, I don't even have a cat." Sam knows this jingle is ________.

A) stimulus generalization
B) reinforcement modeling
C) incidental learning
D) operant conditioning

Question 20

Stimulus generalization refers to ________.

A) the tendency for stimuli to be similar in nature
B) the fact that most conditioned stimuli are similar to unconditioned stimuli
C) the tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses
D) the tendency for extinction to occur when an unconditioned stimulus does not follow a stimulus similar to a conditioned stimulus

Question 21

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.

Question 22

Which theory stresses the importance of internal mental processes?

A) stimulus-response theory
B) cognitive learning theory
C) fixed-interval reinforcement theory
D) variable interval reinforcement theory

Question 23

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

A) instrumental conditioning
B) classical conditioning
C) cognitive learning theory
D) operant conditioning

Question 24

When a consumer learns a desired behavior over a period of time, it is called ________.

A) shaping
B) conditioning
C) repetition
D) extinction

Question 25

Instrumental conditioning is also called classical conditioning.

Question 26

According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject?

A) By removing the conditioned stimulus
B) By measuring a behavioral change that could directly be tied to a previous experience
C) By measuring the brainwave pattern of the subject
D) By relying upon intuitive feel for the amount of leaning the subject had experienced

Question 27

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 generalization through look-alike packaging.

Question 28

Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times.

Question 29

Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use.

Question 30

Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.

Question 31

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. Which of the following is the manager using to improve the productivity of sales trainees?

A) shaping
B) modeling
C) negative reinforcement
D) variable-ratio reinforcement

Question 32

Which type of reinforcement best characterizes what an individual would typically experience while fishing?

A) fixed-interval reinforcement
B) variable-interval reinforcement
C) fixed-ratio reinforcement
D) mixed-ratio reinforcement

Question 33

Behavioral theorists rely on internal mental states to explain learning.

Question 34

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation?

A) promotional consideration
B) emotional learning
C) classical conditioning
D) instrumental conditioning

Question 35

When Campbell's markets many products under the same brand name it is called family branding.

Question 36

Secret shoppers are used by marketers to test the effectiveness of the customer service skills quality among employees. This is a form of variable-interval reinforcement.

Question 37

When Pavlov's famous dog responded to a bell signaling feeding time, Pavlov demonstrated classical conditioning.

Question 38

A woman no longer receives compliments on the perfume she wears. In learning terms, the stimulus-response connection has weakened. Which of the following terms best describes the situation?

A) negative reinforcement
B) extinction
C) discrimination
D) generalization

Question 39

A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for providing excellent customer service. Which reinforcement schedule has been used in this situation?

A) fixed-ratio reinforcement
B) fixed-interval reinforcement
C) variable-frequency reinforcement
D) variable-interval reinforcement

Question 40

Punishment is one way that instrumental conditioning occurs.

Question 41

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

Question 42

Explain how instrumental conditioning works.

Question 43

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

A) storage
B) retrieval
C) encoding
D) decoding

Question 44

Define brand equity.

Question 45

Discuss stimulus generalization and stimulus discrimination. Provide an example of each that is relevant to the field of marketing.

Question 46

Cognitive learning theory approaches tend to stress the importance of internal mental processes.

Question 47

________ 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

Question 48

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

Question 49

A stage in the cognitive development process is ________.

A) cued
B) limited
C) strategic
D) all of the above

Question 50

Modeling is the process of imitating the behavior of others.

Question 51

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

A) Observational
B) Reinforced
C) Halo effect
D) Classical

Question 52

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

Question 53

List and explain the three stages of cognitive development.

Question 54

On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane used ________.

A) shaping
B) stimulus discrimination
C) modeling
D) stimulus generalization

Question 55

The observational learning process begins with a person being motivated to perform an action.

Question 56

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

Question 57

Explain the term "extinction."

Question 58

Differentiate between the terms "learning" and "incidental learning."

Question 59

Why do variable reinforcements result in behavior that is more difficult to extinguish than fixed schedules?

Question 60

Define learning.

Question 61

Samantha is passing down the cereal aisle when she spots a box of Frosted Flakes cereal featuring Tony the Tiger on the box front. She remembers the taste of the cereal and how much fun she had talking to Tony while she ate her cereal as a kid. She buys a box and leaves the cereal aisle without examining any other cereal products. What aspect of the retrieval process did Samantha use in her product search process?

A) salience
B) the von Restorff effect
C) the spacing effect
D) state-dependent retrieval

Question 62

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

A) Elaborative
B) Sensory
C) Cognitive
D) Working

Question 63

As May-Lee considers her purchase of shoes, she shifts back and forth between thinking about claims made by different brands, remembering what she has seen, and considering her emotional responses to various brands. Which term describes what May-Lee is doing?

A) spreading activation
B) advertising decay
C) chunking
D) scalar processing

Question 64

Encoding is when consumers access desired information from their memory.

Question 65

The Google Effect is the tendency for people to rely too heavily on the ability to easily access content online and, as a result, be less likely to remember certain details.

Question 66

The process of acquiring information and storing it over time is called ________.

A) memory
B) retrieval
C) storage
D) encoding

Question 67

Susan selects and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purpose. As she is examining potential focus group candidates, she notices that three men and two women seem to provide "yes" answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be "good subjects." If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following?

A) stimulus generalization
B) order bias
C) response
D) spontaneous recovery

Question 68

When a consumer has a powerful emotional reaction to a song or photos, this is called ________.

A) measured recall
B) memory recall
C) spontaneous recovery
D) all of the above

Question 69

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

A) meaning
B) proposition
C) schema
D) script

Question 70

Which term refers to the bittersweet emotions that arise when a consumer views the past with happiness and sadness?

A) chunking
B) nostalgia
C) spontaneous recovery
D) a schema

Question 71

A cognitive framework we develop through experience is called ________.

A) scripting
B) schema
C) beliefs
D) meaning

Question 72

Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as a(n) ________.

A) service script
B) evoked set
C) proposition
D) elaborative rehearsal

Question 73

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

Question 74

Erika, an analyst for a marketing research firm, has been tasked with observing and probing patient behaviors at a small Midwestern clinic. In her study, Erika noticed that many patients tended to underestimate the time since their last doctor visit. What type of memory lapse did Erika most likely observe?

A) omitting
B) averaging
C) telescoping
D) normalizing

Question 75

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

Question 76

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) generalization

Question 77

The salience of a brand refers to its prominence or level of activation in memory.

Question 78

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

Question 79

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

Question 80

The spacing effect describes the tendency for us to recall printed material more effectively when the advertiser repeats the target item periodically, rather than presenting it repeatedly in a short time period.