Deck 14: Learning and Memory

ملء الشاشة (f)
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سؤال
Incidental learning occurs without deliberate effort when a consumer encounters a source of unsought information.
استخدم زر المسافة أو
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لقلب البطاقة.
سؤال
Cognitive psychologists suggest that there are two interrelated memory stores: the short-term memory and the long-term memory.
سؤال
Iconic memory is a type of sensory memory that holds audio information.
سؤال
A person's span of recall is the number of discrete items that can be held at once in the long-term memory.
سؤال
Mental completion is a human's tendency to remember incomplete patterns better than complete patterns.
سؤال
Retroactive inhibition occurs when earlier learned information hinders later learning of similar information.
سؤال
With fixed ratio reinforcement, rewards are administered after a certain time interval elapses, even if several correct responses might have occurred during the time interval.
سؤال
Punishment is similar to reinforcement because both work through their creation of a stimulus-response link.
سؤال
Associative learning is based on conditioning.
سؤال
Three steps to the cognitive reasoning process are hypothesis generation, hypothesis testing, and hypothesis revision.
سؤال
The silent, mental repetition of a piece of information in short-term memory also referred to as a form of inner speech is __________.

A) Recirculation
B) Maintenance rehearsal
C) Semantic processing
D) Sensory processing
E) Elaborative processing
سؤال
Exposure to repeated claims leads to increased belief in those claims is the __________.

A) Mere exposure effect
B) Truth effect
C) Habituation effect
D) Message wearout effect
E) Counterarguing effect
سؤال
Advertising which is bunched together in one or more short time periods during an advertising campaign, often coinciding with peak buying periods, is __________.

A) Spaced advertising
B) Yield advertising
C) Pulse advertising
D) Flight advertising
E) Massed advertising
سؤال
Use of sales promotion, publicity, packaging, and other promotional tools that contain common elements, such as the same selling message, graphic design, and trade character, is __________.

A) Massed advertising
B) Pulse advertising
C) Integrated marketing communications
D) Decay
E) Reminder advertising
سؤال
A commercial which gets you to imagine yourself driving a brand new 2010 Audi A6 is an example of which principle of learning?

A) Mental completion
B) Covert involvement
C) Semantic generalization
D) Visual imagery
E) Mnemonics
سؤال
Toyota's recall on many of its products forced the company to institute a __________ strategy where upper-level executives admitted the company's shortcomings and apologized for them.

A) Mental completion
B) Extinction
C) Reinforcement
D) Semantic
E) Mea culpa
سؤال
When a consumer is asked by a salesperson for a big favor that he or she is expected to refuse and is then offered a lesser option, the salesperson is using what shaping technique?

A) Foot-in-the-door compliance technique
B) Door-in-the face compliance technique
C) Conditioning technique
D) Shape-and-sell technique
E) Up-sell technique
سؤال
Which consumer learning theory states that the majority of human learning is the product of thinking and problem solving?

A) Cognitive reasoning theory
B) Affective transferor theory
C) Covert learning theory
D) Overt learning theory
E) Operant conditioning theory
سؤال
Test-driving a vehicle prior to purchasing it allows for __________.

A) Cognitive learning
B) Mental completion learning
C) Experiential learning
D) Analogical learning
E) Secondary use learning
سؤال
What is analogical learning?

A) Finding new uses for an existing product
B) Transferring knowledge from an existing domain to another similar arena
C) Imitation learning
D) Learning through experience
E) Learning through relation
Short-Answer Questions
سؤال
Define the three types of long-term knowledge structures.
سؤال
Describe the difference between massed advertising flights and massed advertising pulsing.
سؤال
Cite four scenarios where the rapid forgetting curve is most likely to take place.
سؤال
Describe the difference between a cued recall and a free recall.
سؤال
Cite and define the four learning elements.
سؤال
Cite and describe three forms of nonverbal communication.
سؤال
Describe three common marketplace applications of stimulus generalization. Cite an example of your application.
سؤال
Describe the difference between continuous reinforcement and partial reinforcement. Which style leads to more permanent learning?
سؤال
Cite and briefly define the four types of association.
سؤال
What is operant conditioning? Cite one marketing condition of operant conditioning.
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ملء الشاشة (f)
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Deck 14: Learning and Memory
1
Incidental learning occurs without deliberate effort when a consumer encounters a source of unsought information.
True
2
Cognitive psychologists suggest that there are two interrelated memory stores: the short-term memory and the long-term memory.
False
3
Iconic memory is a type of sensory memory that holds audio information.
False
4
A person's span of recall is the number of discrete items that can be held at once in the long-term memory.
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5
Mental completion is a human's tendency to remember incomplete patterns better than complete patterns.
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6
Retroactive inhibition occurs when earlier learned information hinders later learning of similar information.
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7
With fixed ratio reinforcement, rewards are administered after a certain time interval elapses, even if several correct responses might have occurred during the time interval.
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8
Punishment is similar to reinforcement because both work through their creation of a stimulus-response link.
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9
Associative learning is based on conditioning.
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فتح الحزمة
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10
Three steps to the cognitive reasoning process are hypothesis generation, hypothesis testing, and hypothesis revision.
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افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
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k this deck
11
The silent, mental repetition of a piece of information in short-term memory also referred to as a form of inner speech is __________.

A) Recirculation
B) Maintenance rehearsal
C) Semantic processing
D) Sensory processing
E) Elaborative processing
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
فتح الحزمة
k this deck
12
Exposure to repeated claims leads to increased belief in those claims is the __________.

A) Mere exposure effect
B) Truth effect
C) Habituation effect
D) Message wearout effect
E) Counterarguing effect
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
فتح الحزمة
k this deck
13
Advertising which is bunched together in one or more short time periods during an advertising campaign, often coinciding with peak buying periods, is __________.

A) Spaced advertising
B) Yield advertising
C) Pulse advertising
D) Flight advertising
E) Massed advertising
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
فتح الحزمة
k this deck
14
Use of sales promotion, publicity, packaging, and other promotional tools that contain common elements, such as the same selling message, graphic design, and trade character, is __________.

A) Massed advertising
B) Pulse advertising
C) Integrated marketing communications
D) Decay
E) Reminder advertising
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
فتح الحزمة
k this deck
15
A commercial which gets you to imagine yourself driving a brand new 2010 Audi A6 is an example of which principle of learning?

A) Mental completion
B) Covert involvement
C) Semantic generalization
D) Visual imagery
E) Mnemonics
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
فتح الحزمة
k this deck
16
Toyota's recall on many of its products forced the company to institute a __________ strategy where upper-level executives admitted the company's shortcomings and apologized for them.

A) Mental completion
B) Extinction
C) Reinforcement
D) Semantic
E) Mea culpa
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
فتح الحزمة
k this deck
17
When a consumer is asked by a salesperson for a big favor that he or she is expected to refuse and is then offered a lesser option, the salesperson is using what shaping technique?

A) Foot-in-the-door compliance technique
B) Door-in-the face compliance technique
C) Conditioning technique
D) Shape-and-sell technique
E) Up-sell technique
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
فتح الحزمة
k this deck
18
Which consumer learning theory states that the majority of human learning is the product of thinking and problem solving?

A) Cognitive reasoning theory
B) Affective transferor theory
C) Covert learning theory
D) Overt learning theory
E) Operant conditioning theory
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
فتح الحزمة
k this deck
19
Test-driving a vehicle prior to purchasing it allows for __________.

A) Cognitive learning
B) Mental completion learning
C) Experiential learning
D) Analogical learning
E) Secondary use learning
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
فتح الحزمة
k this deck
20
What is analogical learning?

A) Finding new uses for an existing product
B) Transferring knowledge from an existing domain to another similar arena
C) Imitation learning
D) Learning through experience
E) Learning through relation
Short-Answer Questions
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افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
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21
Define the three types of long-term knowledge structures.
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22
Describe the difference between massed advertising flights and massed advertising pulsing.
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افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
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23
Cite four scenarios where the rapid forgetting curve is most likely to take place.
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افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
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24
Describe the difference between a cued recall and a free recall.
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افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
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25
Cite and define the four learning elements.
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26
Cite and describe three forms of nonverbal communication.
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افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
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27
Describe three common marketplace applications of stimulus generalization. Cite an example of your application.
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افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
فتح الحزمة
k this deck
28
Describe the difference between continuous reinforcement and partial reinforcement. Which style leads to more permanent learning?
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افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.
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29
Cite and briefly define the four types of association.
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30
What is operant conditioning? Cite one marketing condition of operant conditioning.
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فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 30 في هذه المجموعة.