Question 1

________ refers to a relatively permanent change in behaviour that is caused by experience.
A)Adjustment
B)Shaping
C)Reinforcement
D)Learning

Accepted Answer

Learning refers to a relatively permanent change in behaviour that is caused by experience. Adjustment refers to adapting to new circumstances or situations. Shaping refers to the process of gradually teaching or training an organism to perform a specific behaviour. Reinforcement is a consequence that follows a behaviour and increases the likelihood of that behaviour occurring again in the future.

Question 2

Which of the following occurs when a customer learns that two products are different even though the packages of both products look similar?
A)Extinction
B)Brand equity
C)Stimulus generalisation
D)Stimulus discrimination

Accepted Answer

Stimulus discrimination occurs when a customer can differentiate between similar products and understands that they are not the same. In this scenario, the customer can differentiate between two similar-looking products and identify that they are not identical.

Question 3

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

Frequency marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased.

Question 4

Behavioural 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 behaviourists in studying learning?
A)Energy and work
B)Stimulus and response
C)Thought and memory
D)Sensation and perception

Accepted Answer

Behavioural learning theorists are concerned with studying how behaviour is affected by environmental stimuli and the responses they elicit. Therefore, the aspects of the environment that are of most concern to behaviourists in studying learning are the stimuli and the corresponding responses of the individual.

Question 5

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

Accepted Answer

Incidental learning is learning that occurs without any conscious effort or intention. It is often a result of our surroundings and experiences, such as learning new vocabulary through listening to conversations or learning about a new culture through immersion in a new environment. It is different from intentional learning, which is deliberate and focused on a specific topic or skill.

Question 6

If a woman gets 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

Accepted Answer

Positive reinforcement has occurred because the compliments serve as a reward for wearing Obsession perfume, increasing the likelihood that the woman will continue to wear and purchase it in the future.

Question 7

________ was first demonstrated in experiments performed on dogs by Ivan Pavlov, a Russian physiologist doing research on digestion in animals.
A)Instrumental conditioning
B)Classical conditioning
C)Cognitive conditioning
D)Extinction conditioning

Accepted Answer

Classical conditioning is the process by which a neutral stimulus becomes associated with a meaningful stimulus, resulting in a behavioral response. This was first demonstrated by Ivan Pavlov in his experiments on dogs, in which he conditioned them to associate the sound of a bell with the arrival of food, causing them to salivate at the sound of the bell alone.

Question 8

Family branding, licensing and look-alike packaging are all marketing strategies based on ________.
A)stimulus generalisation
B)the spacing effect
C)stimulus discrimination
D)extinction

Accepted Answer

Family branding, licensing, and look-alike packaging all involve associating a brand with similar products or brands, which leads to stimulus generalisation. This means that consumers may perceive the products as similar even if they come from different brands due to their similarities in packaging or branding.

Question 9

Another name for instrumental conditioning is ________ conditioning.
A)operant
B)neoclassical
C)stimulus
D)reward

Accepted Answer

Instrumental conditioning is another name for operant conditioning, which is a type of learning in which behavior is modified by its consequences (reinforcement or punishment). Option B) neoclassical conditioning is not a commonly recognized term. Option C) stimulus conditioning is not a term that is commonly used in the literature. Option D) reward conditioning is not a commonly used term for this type of learning.

Question 10

Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.
A)conditioned stimulus; conditioned response
B)unconditioned response; conditioned response
C)conditioned stimulus; unconditioned stimulus
D)unconditioned stimulus; unconditioned response

Accepted Answer

Classical conditioning occurs when a previously neutral stimulus (conditioned stimulus) is consistently paired with an unconditioned stimulus, resulting in a response that is naturally elicited by the unconditioned stimulus (unconditioned response) now being elicited by the conditioned stimulus alone (conditioned response). Therefore, the correct answer is C - conditioned stimulus and unconditioned stimulus.

Question 11

What mechanism is used when a consumer learns to perform responses that produce positive outcomes?
A)Extinction
B)Punishment
C)Negative reinforcement
D)Positive reinforcement

Accepted Answer

Positive reinforcement involves providing a desirable stimulus, such as a reward or praise, in response to a desired behavior. This strengthens the likelihood of the behavior being repeated. Therefore, positive reinforcement is the mechanism used when a consumer learns to perform responses that produce positive outcomes.

Question 12

Stimulus generalisation 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 (CS) 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

Accepted Answer

Stimulus generalisation refers to the tendency of stimuli similar to a conditioned stimulus (CS) to evoke similar, conditioned responses. This occurs because the organism has learned to respond to the CS in a certain way and then generalises this response to similar stimuli.

Question 13

A woman no longer receives compliments on the perfume she wears.In learning terms, the stimulus-response connection has weakened.Which of the following processes best explains what has occurred in the example?
A)Negative reinforcement
B)Extinction
C)Discrimination
D)Generalisation

Accepted Answer

Extinction is the process by which a behavior or response weakens over time when the original stimulus is no longer present or is no longer associated with the same outcome. In this case, the lack of compliments on the perfume is no longer reinforcing the behavior of wearing the perfume, which weakens the stimulus-response connection.

Question 14

In instrumental conditioning, what is the distinction between negative reinforcement and punishment?
A)There is no difference.They are two words for the same thing.
B)Negative reinforcement can occur when a stimulus is positive, and punishment 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.

Accepted Answer

In negative reinforcement, a behavior is strengthened because it causes the removal or avoidance of a negative outcome or stimulus. In punishment, a behavior is weakened because it leads to negative consequences. The key difference is that negative reinforcement involves the removal or avoidance of a negative outcome, while punishment involves the introduction of a negative outcome.

Question 15

If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will weaken.This is called ________.
A)generalisation
B)interference
C)the spacing effect
D)extinction

Accepted Answer

This phenomenon is known as extinction, which occurs when the conditioned stimulus is repeatedly presented without the unconditioned stimulus, resulting in a weakening or disappearance of the conditioned response.

Question 16

Determining the most effective reinforcement schedule to use with consumers is important to marketers.What type of reinforcement schedule is most likely being used when, after a period of time has passed, the first response a consumer makes brings the reward?
A)Fixed-interval reinforcement
B)Variable-interval reinforcement
C)Fixed-ratio reinforcement
D)Variable-ratio reinforcement

Accepted Answer

Fixed-interval reinforcement involves providing a reward after a fixed amount of time has passed. In this scenario, the consumer is receiving a reward after a period of time has passed, indicating a fixed time interval. Therefore, the most likely reinforcement schedule being used is fixed-interval reinforcement.

Question 17

According to the theory of classical conditioning, ________ should be encouraged by promoting the unique attributes of a well-established brand.
A)stimulus generalisation
B)the halo effect
C)stimulus discrimination
D)extinction

Accepted Answer

Stimulus discrimination involves promoting the unique attributes of a brand to differentiate it from others, which is essential for a well-established brand to maintain its distinct identity.

Question 18

The researcher and theorist most associated with instrumental conditioning is ________.
A)Pavlov
B)Skinner
C)Keller
D)Werner

Accepted Answer

Skinner is most associated with instrumental conditioning, which emphasizes the role of consequences in shaping behavior. Pavlov is associated with classical conditioning, while Keller and Werner are not known for their contributions to conditioning theories.

Question 19

Which theory listed below assumes that learning takes place as the result of responses to external events?
A)Behavioural learning
B)Episodic learning
C)Incidental learning
D)Gestalt learning

Accepted Answer

Behavioural learning assumes that learning occurs as a result of responses to external events or stimuli, such as rewards or punishments.

Question 20

A department store decides to use 'mystery shoppers' at unannounced times to test for service quality among its personnel.Store personnel are rewarded for excellent service attitudes.Which of the following reinforcement schedules would most likely apply in this situation?
A)Fixed-ratio reinforcement
B)Fixed-interval reinforcement
C)Variable-frequency reinforcement
D)Variable-interval reinforcement

Accepted Answer

Variable-interval reinforcement is used when rewards are given at unpredictable times, which aligns with the unannounced visits of mystery shoppers.

Quiz 4: Learning and Memory

________ refers to a relatively permanent change in behaviour that is caused by experience.

Which of the following occurs when a customer learns that two products are different even though the packages of both products look similar?

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.

Behavioural 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 behaviourists in studying learning?

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.

If a woman gets 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?

________ was first demonstrated in experiments performed on dogs by Ivan Pavlov, a Russian physiologist doing research on digestion in animals.

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

Another name for instrumental conditioning is ________ conditioning.

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

What mechanism is used when a consumer learns to perform responses that produce positive outcomes?

Stimulus generalisation refers to ________.

A woman no longer receives compliments on the perfume she wears.In learning terms, the stimulus-response connection has weakened.Which of the following processes best explains what has occurred in the example?

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

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

Determining the most effective reinforcement schedule to use with consumers is important to marketers.What type of reinforcement schedule is most likely being used when, after a period of time has passed, the first response a consumer makes brings the reward?

According to the theory of classical conditioning, ________ should be encouraged by promoting the unique attributes of a well-established brand.

The researcher and theorist most associated with instrumental conditioning is ________.

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

A department store decides to use 'mystery shoppers' at unannounced times to test for service quality among its personnel.Store personnel are rewarded for excellent service attitudes.Which of the following reinforcement schedules would most likely apply in this situation?