Question 1

Some drug and grocery stores have cards whereby customers can collect points for purchases.Certain levels of points result in some sort of reward.This is an example of which kind of reinforcement?
A) fixed-interval
B) fixed-ratio
C) variable-interval
D) variable-ratio

Accepted Answer

This is an example of fixed-ratio reinforcement because a specific number of points must be collected before a reward is given.

Question 2

According to the information-processing perspective,an attentional gate:
A) bridges access from the external world to the sensory memory, the first level of attention.
B) connects the episodic memory to the "store house" of flashbulb memory.
C) links sensory memory to long-term memory.
D) links sensory memory to short-term memory.

Accepted Answer

An attentional gate links sensory memory to short-term memory. It decides which sensory information to transfer from sensory memory to short-term memory based on its relevance and importance.

Question 3

Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases.This is known as a form of:
A) frequency marketing.
B) stimulus reward.
C) conspicuous consumption.
D) uncontrolled purchases.

Accepted Answer

The scenario depicts a form of frequency marketing, which is a marketing strategy that encourages customers to make repeated purchases by rewarding them with various prizes or loyalty points.

Question 4

Combining small pieces of information into larger ones to help in processing is called:
A) collapsing.
B) chunking.
C) elaborative rehearsing.
D) retrieving evoked set.

Accepted Answer

Combining small pieces of information into larger ones to help in processing is called chunking.

Question 5

Encore Bacon is an economy product that attempts to copy Maple Leaf Bacon,a premium product.This would be known as:
A) unfair competition.
B) look-alike packaging.
C) competitive variation.
D) stimulus-response distortion.

Accepted Answer

Look-alike packaging refers to when a product is packaged in a way that closely resembles a more established or premium brand, often to capitalize on the brand's reputation and consumer recognition.

Question 6

An advertisement for Axe Deodorant shows a young male being chased by a mob of attractive females.The brand is hoping that male consumers will learn to purchase their products via a process of ______________.
A) observational learning
B) operant conditioning
C) classical conditioning
D) shaping

Accepted Answer

The answer of An advertisement for Axe Deodorant shows a...

Question 7

"Working memory" is another name for:
A) episodic memory.
B) short-term memory.
C) sensory memory.
D) elaborative rehearsal.

Accepted Answer

Working memory is a type of memory that involves temporarily holding and manipulating information in our minds, like when we have to remember a phone number long enough to dial it. This is also known as short-term memory, making option B the best choice. Episodic memory (option A) refers to our ability to remember specific events or experiences, while sensory memory (option C) is the briefest form of memory that only lasts a few seconds. Elaborative rehearsal (option D) is a technique used to transfer information from short-term to long-term memory, and is not another name for working memory.

Question 8

One of the purposes of sensory memory is to hold sensations long enough for the brain to process them.The sensory information from various modalities (sight,hearing,etc.)is held for differing lengths of time,corresponding to the amount of information carried by a modality in a set period of time,before they are deleted.Knowing this,a researcher would expect ________ information to be held longer in sensory memory than ________ information.
A) visual; hearing
B) visual; touch
C) hearing; visual
D) hearing; touch

Accepted Answer

The answer of One of the purposes of sensory memory...

Question 9

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 behaviour.This is an example of ________.
A) motivated learning
B) retrieval learning
C) modelling
D) automatic conditioning

Accepted Answer

This is an example of modelling, where Jane observed and imitated the behavior of Chinese women paying for their produce.

Question 10

Kraft Foods of Canada is considering getting into the toilet paper business,which would be a new product for them to market.This strategy is known as:
A) product modification.
B) brand variation.
C) corporate repositioning.
D) product line extension.

Accepted Answer

Product line extension involves adding new products to an existing product line, which is exactly what Kraft Foods would be doing if they were to enter the toilet paper market. The other options (product modification, brand variation, and corporate repositioning) do not accurately describe this strategy of introducing a new product.

Question 11

The main difference between operant and classical conditioning is:
A) under classical conditioning, people learn deliberately, while under operant conditioning, people learn involuntarily.
B) under classical conditioning, people learn by watching the actions of others, while under operant conditioning, people learn involuntarily.
C) under classical conditioning, people learn involuntarily, while under operant conditioning, people learn by associating behaviours with rewards and punishments.
D) based on the degree to which people are exposed to a stimulus.

Accepted Answer

The main difference between operant and classical conditioning is that in classical conditioning, people learn involuntarily through the association of stimuli, while in operant conditioning, people learn by associating behaviours with rewards and punishments. In operant conditioning, people's voluntary actions are reinforced or punished depending on the consequences of their behaviour, while in classical conditioning, the response is already present and is paired with a new stimulus.

Question 12

The process of acquiring information and storing it over time so that it will be available when needed is:
A) information acquisition.
B) memory.
C) retrieval.
D) chunking.

Accepted Answer

The process described is that of memory, which involves acquiring, storing, and retrieving information over time. Choice A ("information acquisition") only describes one part of this process, while choice C ("retrieval") only describes the act of accessing stored information. Choice D ("chunking") involves grouping information together to aid in memory, but is not a comprehensive description of the memory process.

Question 13

Car ads featuring attractive women have been found to be effective because the woman is:
A) modelling.
B) masking other effects.
C) vicarious.
D) a trigger feature.

Accepted Answer

The attractive woman in car ads is a trigger feature that catches the attention of the viewer and makes the advertisement more memorable.

Question 14

The type of memory that processes stimuli by such attributes as their colour,taste,smell,or shape is relying on:
A) physiological memory.
B) sensory meaning.
C) semantic meaning.
D) episodic memory.

Accepted Answer

This type of memory is called sensory memory, which briefly holds sensory information and processes it based on its attributes such as colour, taste, smell, or shape. It is concerned with the sensory meaning of the stimuli rather than their semantic or episodic meaning.

Question 15

Jessica has decided to purchase a new,long-lasting form of lipstick that has a distinctive look.Many friends compliment her on how good it looks on her.She will probably keep buying this due to:
A) hedonistic consumption.
B) unconditioned response.
C) social justification.
D) positive reinforcement.

Accepted Answer

The purchase behavior in this case is driven by positive reinforcement since Jessica received compliments from her friends, which encourages her to continue buying the lipstick to maintain her appearance and receive more positive feedback.

Question 16

During the first three months after their launch of a new peanut butter product,a company uses a successive series of techniques such as give-aways,supermarket demonstration and tastings,and finally coupons for 15 percent off the retail price.This is illustrative of a process called:
A) stimulus reward.
B) shaping.
C) negative reinforcement.
D) cognitive awareness.

Accepted Answer

This process is called shaping, which involves gradually teaching a behavior through a series of reinforcement techniques. The company is using a successive series of techniques to shape consumer behavior and increase sales of their peanut butter product.

Question 17

The belief that if you gamble long enough (e.g.,on a slot machine),you will eventually win,shows an understanding of which type of reinforcement scheduling?
A) fixed-interval
B) fixed-ratio
C) variable-interval
D) variable-ratio

Accepted Answer

The belief that if you gamble long enough, you will eventually win is indicative of the variable-ratio reinforcement scheduling, as the person is being reinforced after a varying number of attempts. This type of schedule is commonly used in gambling, as the occasional large payout reinforces the behavior of continuing to play.

Question 18

Memory based upon the symbolic associations that consumers make between ideas and product use (e.g.,that virile men drive sports cars)is typically a function of:
A) physiological memory.
B) external memory.
C) semantic meaning.
D) episodic memory.

Accepted Answer

Semantic meaning refers to the meanings that symbols have in consumers' memories, including the associations that they make between ideas and product use. This type of memory is based on the symbolic associations that consumers create rather than on physiological factors or external cues. Episodic memory, on the other hand, relates to specific events or experiences that consumers have had with a product.

Question 19

If gambling is maintained by variable-ratio reinforcement,what type of reinforcement would best characterize fishing?
A) fixed-interval
B) variable-interval
C) fixed-ratio
D) mixed-ratio

Accepted Answer

Fishing is best characterized by variable-interval reinforcement. In fishing, the reinforcement (catching a fish) is not based on a set number of actions or a specific amount of time, but rather occurs unpredictably after varying intervals of time. This is similar to variable-ratio reinforcement, but instead of being based on the number of actions, it is based on the amount of time elapsed.

Question 20

Which of the following is NOT a marketing strategy based upon stimulus generalization?
A) look-alike packaging
B) masked branding
C) product line extensions
D) family branding

Accepted Answer

Masked branding is a strategy where the brand's connection to the product is minimized or hidden, not relying on stimulus generalization, which involves creating a similar response to similar stimuli.

Quiz 3: Learning and Memory

Some drug and grocery stores have cards whereby customers can collect points for purchases.Certain levels of points result in some sort of reward.This is an example of which kind of reinforcement?

According to the information-processing perspective,an attentional gate:

Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases.This is known as a form of:

Combining small pieces of information into larger ones to help in processing is called:

Encore Bacon is an economy product that attempts to copy Maple Leaf Bacon,a premium product.This would be known as:

An advertisement for Axe Deodorant shows a young male being chased by a mob of attractive females.The brand is hoping that male consumers will learn to purchase their products via a process of ______________.

"Working memory" is another name for:

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 behaviour.This is an example of ________.

Kraft Foods of Canada is considering getting into the toilet paper business,which would be a new product for them to market.This strategy is known as:

The main difference between operant and classical conditioning is:

The process of acquiring information and storing it over time so that it will be available when needed is:

Car ads featuring attractive women have been found to be effective because the woman is:

The type of memory that processes stimuli by such attributes as their colour,taste,smell,or shape is relying on:

Jessica has decided to purchase a new,long-lasting form of lipstick that has a distinctive look.Many friends compliment her on how good it looks on her.She will probably keep buying this due to:

During the first three months after their launch of a new peanut butter product,a company uses a successive series of techniques such as give-aways,supermarket demonstration and tastings,and finally coupons for 15 percent off the retail price.This is illustrative of a process called:

The belief that if you gamble long enough (e.g.,on a slot machine) ,you will eventually win,shows an understanding of which type of reinforcement scheduling?

Memory based upon the symbolic associations that consumers make between ideas and product use (e.g.,that virile men drive sports cars) is typically a function of:

If gambling is maintained by variable-ratio reinforcement,what type of reinforcement would best characterize fishing?

Which of the following is NOT a marketing strategy based upon stimulus generalization?