Deck 3: Learning and Memory

Question 1

What do we call the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but, over time, also causes a similar response because of its association with the first stimulus?

A) operant conditioning
B) learned pairing phenomenon
C) instrumental conditioning
D) classical conditioning

Answer 1

D

Question 2

Repeated pairings of CS and UCS over time may lead to a certain level of association, but when the pairings are only occasionally presented, the prior linking effects may disappear completely. This is called:

A) cue-dependent forgetting.
B) decay.
C) retro-conditioning.
D) extinction.

Answer 2

D

Question 3

Why do companies use the masked branding strategy?

A) to create discernible brand extensions
B) to confuse customers into buying their product instead of buying their competitor's product
C) to deliberately hide a product's true origin
D) to facilitate a penetration-pricing strategy

Answer 3

C

Question 4

Juan, while out cycling in Vancouver one day, found himself humming a jingle for farm tractors that he had heard on the radio. He found this surprising, as he had absolutely no interest in farming or tractors. This acquisition of knowledge is known as:

A) vicarious observation.
B) psychological stimulation.
C) subliminal perception.
D) incidental learning.

Question 5

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

A) Learning
B) Memory
C) Perception
D) Motivation

Question 6

Classical conditioning is a form of:

A) behaviour manipulation.
B) operant learning.
C) instinct learning.
D) associative learning.

Question 7

For the second time that day, Karla heard a radio ad announcing 40% off all spring jackets at a downtown Halifax ladies' clothing store. She decided to go and check out the sale as a result of the ads. We would conclude that ________ has occurred.

A) vicarious learning
B) coordinated repetition
C) brand loyalty
D) learning

Question 8

You see a humorous commercial for Coca-Cola that has been repeated several times during your favourite TV show. While you are at the grocery store, you see a bottle of Coca-Cola and smile uncontrollably at the products. What is this an example of?

A) classical conditioning
B) instrumental conditioning
C) subliminal perception
D) incidental learning

Question 9

A coffee chain could not understand why its new commercial was not successful at improving sales. The commercial, which showed its latte followed by a jingle, had aired for a month on popular television stations. This commercial was not successful because:

A) television advertising is not an effective medium for promoting coffee.
B) jingles are not effective at creating conditioned responses to brands.
C) the commercial should have played the jingle before showing the latte.
D) the television commercial was shown for a month, any product associations between the jingle and the latte became extinct.

Question 10

Derek has seen a commercial for a phone company so many times that he no longer pays attention to it. Derek is experiencing:

A) sleeping effect.
B) advertising burnout.
C) advertising wearout.
D) stimulus discrimination.

Question 11

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, customer demand began to decrease as the competitor's product became more successful. What characteristic of learning was ruining Scott's apparent success?

A) Too much repetition was decreasing the strength of the CS, thus leading to extinction of the learned relationship between the logo and the quality of the product.
B) Customers confused Scott's logo with the logo of Scott's competitor, thus cognitive learning was incomplete and Scott lost customers.
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) Scott never provided any positive reinforcement for purchasing his product and thus customers became disinterested in the logo.

Question 12

Casual, even unintentional, acquisition of knowledge is called:

A) incidental learning.
B) piggybacking.
C) stimulus-response connections.
D) accidental knowledge.

Question 13

If consumers repeatedly see TV ads for a "decadent" ice cream (perhaps "Pure Cream and Berries Ice Cream"), they will feel hungry for some in the future when they merely hear the brand name. Their hunger is an example of a:

A) conditioning trial.
B) conditioned response.
C) conditioned cue.
D) voluntary action.

Question 14

Neutrogena is a well-known brand of shampoo sold in a distinctively shaped unbreakable bottle. A major New York store sells shampoo in a nearly identical-looking bottle with its own name on it. Consumers who purchase the private label brand assuming it shares the product attributes of Neutrogena are showing the influence of:

A) stimulus discrimination.
B) extinction.
C) unconditioned stimulus.
D) stimulus generalization.

Question 15

The Kraft Heinz Company markets different food products such as ketchup, pickles, and mustard, all using the Heinz brand name. This is known as:

A) family branding.
B) synchronous branding.
C) common branding.
D) differentiated branding.

Question 16

In Pavlov's famous physiological experiments with dogs, he paired a bell with presentation of food. Over a period of time, dogs were observed to start drooling (salivating) when they heard the bell only. What was the conditioned stimulus?

A) skeletal nervous system
B) salivation
C) meat powder
D) bell

Question 17

Recent research shows that a car manufacturer, Grey Motors, is perceived as being "old" by young consumers. To overcome this issue they create a new product line, Flash, and in their advertising materials hide all associations with Grey Motors. This is an example of:

A) activation.
B) brand loyalty.
C) brand equity.
D) masked branding.

Question 18

When Coach became worried about negative associations of Nicole "Snookie" Polizzi using their products, they sent her their competition's products to use instead. Coach was trying to:

A) promote a brand extension.
B) encourage observational learning.
C) weaken the associative learning that may have occurred.
D) encourage cognitive transfer between the two brands.

Question 19

The proliferation of Internet usage has changed how consumers learn and retain information. Research shows that:

A) visual learning has increased.
B) people remember more facts but less overall information.
C) people remember few facts and less information.
D) people have become more efficient and effective learners.

Question 20

Another word for learning would be:

A) masked behaviour.
B) modelling.
C) activation.
D) conditioning.

Question 21

Frequency marketing reinforces the behaviour of regular purchasers by giving them prizes:

A) with values that increase along with the amount purchased.
B) once they have reached the right frequency of purchase.
C) on a variable ratio of reinforcement.
D) with a fixed-interval reinforcement.

Question 22

Marketers attempting to condition a particular association must ensure that the consumers they have targeted will be exposed to the stimulus a sufficient number of times without reaching:

A) backward conditioning.
B) stimulus discrimination.
C) advertising wearout.
D) masked branding.

Question 23

Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line. This action is known as:

A) product association.
B) product knock-offs.
C) licensing.
D) allowable franchising.

Question 24

Encore Bacon is an economy product that attempts to imitate 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.

Question 25

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

Question 26

________ learning occurs as a result of reward or punishment received ________ the desired behaviour.

A) Instrumental; preceding
B) Instrumental; following
C) Associative; preceding
D) Associative; following

Question 27

When we respond to internal events, behavioural learning has occurred.

Question 28

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

Question 29

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

Question 30

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

Question 31

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.

Question 32

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.

Question 33

Cognitive learning theory stresses the importance of mental processes and the role of:

A) interference.
B) decay.
C) creativity.
D) IQ.

Question 34

Behavioural psychologists who view the mind as a "black box" emphasize the internal thought processes that take place there.

Question 35

Classical conditioning occurs when people identify with a celebrity or famous person perceived to be of a higher class.

Question 36

A consumer learns not to perform responses that lead to:

A) negative reinforcement.
B) punishment.
C) extinction.
D) wearout.

Question 37

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.

Question 38

The Kraft Heinz Company is considering getting into the toilet paper business, which would be a new product line for them. This strategy is known as:

A) product modification.
B) family branding.
C) corporate repositioning.
D) product line extension.

Question 39

The main difference between instrumental and classical conditioning is:

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

Question 40

________ capitalizes on the desire for people to achieve increasing levels of mastery at tasks.

A) Punishment
B) Negative reinforcement
C) Frequency marketing
D) Gamification

Question 41

Explain what behavioural learning theory is. What do learning theorists mean by the term "black box"?

Question 42

Learning is a relatively permanent change in behaviour that is caused by experience.

Question 43

"Shaping" is the term used for learning by imitating the behaviour of others.

Question 44

The tendency of a store's private brand to get high sales due to its similarity to the national brand it is imitating is known as stimulus assimilation.

Question 45

A large food manufacturer is about to launch a new cereal brand. How could it use the theory of classical conditioning to help form positive associations with its product?

Question 46

Masked branding usually involves representing a brand in a similar way to a competitor's brand.

Question 47

Define masked branding and provide an example.

Question 48

Give examples of two ways in which marketers use stimulus generalization.

Question 49

People who play slot machines play and play and play; this behaviour is difficult to extinguish. They never know when they are going to "hit." This reinforcement schedule is called "variable-interval reinforcement."

Question 50

Negative reinforcement occurs when a response is followed by unpleasant events, thereby decreasing the likelihood that a behaviour will be repeated.

Question 51

What is stimulus generalization and why it important to marketers?

Question 52

Research indicates that it is possible for learning to occur by observation and when we are not trying.

Question 53

Extinction occurs when a CS is no longer matched with a UCS. This implies that extinction results from learning and not from memory loss.

Question 54

Advertising wearout usually occurs after the first presentation of an ad.

Question 55

Learning is a process that refers to a relatively permanent change in behaviour. What causes learning?

Question 56

An advertiser wants to create positive feelings about a new digital camera. How might the advertiser accomplish this using classical conditioning? In your answer define and use terms from classical conditioning theory.

Question 57

Matthew served a new wine cooler to guests who complimented his choice. Matthew will be likely to buy that brand again because he now knows that guests will praise his choice. His learning is an example of operant conditioning.

Question 58

Licensing is one form of stimulus generalization applied to marketing strategy.

Question 59

Define what classical conditioning is and explain why it is important to marketers.

Question 60

Give an example of classical conditioning, listing the correct terminology for the elements in the process.

Question 61

Define frequency marketing and provide an example of it.

Question 62

Variable reinforcements result in behaviour that is more difficult to extinguish than that reinforced by fixed schedules. Why? Give an example.

Question 63

Compare and contrast two types of learning that would be classified as behavioural learning.

Question 64

Define stimulus discrimination. Why it is important to marketers?

Question 65

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.

Question 66

What is behavioural learning theory?

Question 67

People apparently do process at least some information in an automatic, passive way, which is a condition that has been termed:

A) mindlessness.
B) the trigger feature.
C) modelling.
D) unconscious learning.

Question 68

Why do marketers have to be worried about "overexposing" the product? Give an example of such a phenomenon.

Question 69

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

A) only by asking the subject if he or she had learned something
B) by measuring a behavioural change that could directly be tied to a previous experience
C) by measuring the brainwave pattern of the subject
D) through the process of elimination-by showing that the person had not learned through classical or instrumental conditioning

Question 70

Perfume ads often show women getting attention and receiving compliments, apparently because of the perfume they are wearing. Jennifer figured out that she was likely to get similar attention if she acted in a similar manner as the women in the ads and used that perfume. In what learning process is Jennifer engaging and will it be effective?

Question 71

What is observational learning? How is it related to the notion of cognitive learning?

Question 72

What is observational learning? Provide an example.

Question 73

What are the four conditions of observational learning?

Question 74

Because cognitive learning has to do with thought, it is not necessary to demonstrate a change in behaviour to measure cognitive learning.

Question 75

What are the three methods used in instrumental conditioning? Provide an example of each.

Question 76

List the four types of learning schedules. Give one marketing example and identify which type of schedule it is.

Question 77

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.

Question 78

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.

Question 79

Children who are exposed to new methods of aggression in television shows (e.g., by cartoon heroes) may try to use these behaviours themselves at a later time. This form of learning is termed "modelling."

Question 80

What is instrumental learning? Why is this important to marketers?