Question 1

Marketers can overcome consumer forgetting through _____, and can combat extinction through _____.

Accepted Answer

To overcome consumer forgetting, repetition is a key strategy as it helps to reinforce memory and brings back the brand to the forefront of the consumer's mind. To combat extinction, enhanced customer satisfaction is not effective as it does not address the issue of reduced response to a stimulus over time. Instead, learning (e.g. introducing new features, improving quality, etc.) is a more effective strategy to overcome extinction.

Question 2

The _____ is the stage of real memory in which information is processed and held for just a brief period.

Accepted Answer

The short-term store is also known as working memory and has a limited capacity to hold information for a brief period (usually less than 30 seconds) unless it is rehearsed or transferred to long-term memory. The sensory store is the initial stage of memory in which information is briefly retained in sensory channels (e.g. visual or auditory), while the long-term store is the stage where information is stored for longer periods, potentially indefinitely. Temporary store is not a common term used in psychology to describe any specific stage of memory.

Question 3

Because information processing occurs in stages, it is generally believed that there are separate and sequential 'storehouses' in memory where information is kept temporarily before further processing. Which of the following is not one of the storehouses?

Accepted Answer

The temporary store is not an official storehouse of memory. It is likely a term that has been used informally to describe the process of holding information in short-term memory before it is either forgotten or moved to long-term memory. The sensory store, short-term store, and long-term store are all recognized storehouses in memory.

Question 4

The amount of information available for delivery from short-term storage to long-term storage depends on the amount of _____ it is given.

Accepted Answer

Rehearsal is the process of repeatedly practicing or reviewing information, which helps in transferring it from short-term to long-term memory.

Question 5

When individuals observe the behaviour of others, remember it and imitate it, the method of learning that is being employed is:

Accepted Answer

The method of learning being employed is vicarious learning, as it involves observing the behavior of others, remembering it and imitating it. Distributed learning refers to breaking down learning into smaller time increments, while massed learning involves cramming a lot of information into a short period of time. Classical learning refers to classical conditioning, which involves pairing a neutral stimulus with a response to create a learned response.

Question 6

When a learned response is no longer reinforced to the point at which the link between the stimulus and the expected reward is eliminated, it has reached the point of:

Accepted Answer

Extinction refers to the gradual weakening and eventual disappearance of a learned response when the response is no longer reinforced. It occurs when the link between the stimulus and the expected reward is eliminated through non-reinforcement. Decay refers to the fading of a memory over time, and being forgotten implies complete loss of memory. Reassessment is not related to this concept.

Question 7

'Observational learning' and 'vicarious learning' are both different names for:

Accepted Answer

Observational learning and vicarious learning both refer to the process of learning through observing and imitating others' behaviors, which is also known as modeling. Shaping and reinforcement refer to specific types of behavioral interventions, while recognition is not related to learning in this context.

Question 8

A firm introducing a revolutionary new product to the marketplace or counter a competitor's aggressive campaign, would most likely opt for:

Accepted Answer

Massed learning, or intensive advertising campaigns, is typically used for launching new products or countering competitors' campaigns, aiming for immediate impact and high visibility.

Question 9

Some researchers argue that because instrumental learning theory views behaviour as a result of __????_____ rather than cognitive processes, it is applicable only to products that have little personal relevance or importance to the consumer.

Accepted Answer

The answer of Some researchers argue that because instrumental learning...

Question 10

If a consumer is no longer satisfied that her hair is silky smooth after using a brand of shampoo, the link between the stimulus (shampoo) and the response (silky smooth hair) is no longer reinforced. This is an example of:

Accepted Answer

This scenario describes the process of extinction, which occurs when the link between a stimulus and response is no longer reinforced, leading to a decrease in the frequency or strength of the response. In this case, the consumer's hair is no longer silky smooth after using the shampoo, indicating that the reinforcement (the silky smooth feeling) has been weakened or eliminated, leading to extinction.

Question 11

When watching a commercial on TV a consumer looks at an image for a few seconds and then looks away. This person will then retain an after-image which is packed with information to be processed later even though it is very short-lived. The memory storage area this example refers to is the:

Accepted Answer

The memory storage area being referred to in this example is the sensory store, where information is briefly stored for processing before it is either transferred to the short-term store or forgotten. The after-image created by the commercial is an example of sensory memory, as it is a brief and fleeting image that is retained for a short amount of time.

Question 12

_____ learning theorists believe that learning occurs through a trial-and-error process, with habits formed as a result of rewards received for certain responses or behaviours.

Accepted Answer

Instrumental conditioning, also known as operant conditioning, involves learning through a trial-and-error process where behaviors are strengthened or weakened based on the rewards or punishments received.

Question 13

When a learning schedule is spread out over a period of time, a firm would be employing:

Accepted Answer

Distributed learning involves spreading the learning schedule over a period of time with breaks in between to allow for better retention and recall of information. This is opposed to massed learning, where learning sessions are condensed into a shorter period of time without breaks, which can lead to lower retention and recall. Classical learning and conditioned learning refer to specific types of learning theories and are not relevant to this question.

Question 14

'Learning based on mental activity' defines:

Accepted Answer

Cognitive learning is defined as learning based on mental activity such as perception, attention, memory, and reasoning. It involves understanding and processing information to make new connections and solve problems.

Question 15

_____ theorists believe that people learn through mental processes.

Accepted Answer

Cognitive theorists believe that people learn through mental processes such as perception, attention, memory, and problem solving. They focus on how people gather, process, and use information in their minds. This is different from behavioural theorists who believe that learning is primarily based on external factors such as reinforcement and punishment.

Question 16

A critical component of instrumental conditioning is:

Accepted Answer

Instrumental conditioning, also known as operant conditioning, involves learning through reinforcement. Reinforcement is the process of increasing the likelihood of a behavior occurring again by following it with a desirable consequence. Punishment may also be used, but it involves decreasing the likelihood of a behavior occurring again by following it with an undesirable consequence. Understanding customer needs and repetition are not essential components of instrumental conditioning.

Question 17

In order to teach her son to say 'please', a mother gives her son 50 cents every time he says 'please' when asking for something. The mother is employing:

Accepted Answer

The answer of In order to teach her son to...

Question 18

The focus on cognitive learning is not on the stimulus but rather on one's:

Accepted Answer

The focus of cognitive learning is on the mental processes involved in learning, such as attention, perception, memory, and problem-solving. It is not primarily about the stimulus itself, but rather how the individual processes and interprets that stimulus.

Question 19

Fear appeals in ad messages are a form of:

Accepted Answer

Fear appeals in ad messages are a form of negative reinforcement as they seek to evoke a negative emotion (fear) in the audience to encourage them to take a desired action (buying a product or service).

Question 20

A person's information processing ability is dictated by his/her cognitive ability and the:

Accepted Answer

The complexity of the information affects a person's ability to process it. Highly complex information requires more cognitive effort and may cause cognitive overload, while simple information may be easily processed. Urgency, environment, and quantity of information may also affect processing ability, but they are not as critical as complexity.

Quiz 6: Consumer learning and involvement

Marketers can overcome consumer forgetting through _, and can combat extinction through _.