Deck 3: Learning and Memory

ملء الشاشة (f)
exit full mode
سؤال
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.
استخدم زر المسافة أو
up arrow
down arrow
لقلب البطاقة.
سؤال
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) because the television commercial was shown for a month, any product associations between the jingle and the latte became extinct.
سؤال
Casual,even unintentional,acquisition of knowledge is called:

A) incidental learning.
B) piggybacking.
C) stimulus-response connections.
D) accidental knowledge.
سؤال
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.
سؤال
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.
سؤال
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,the 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.
سؤال
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
سؤال
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) yo deliberately hide a product's true origin
D) yo facilitate a penetration pricing strategy
سؤال
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.
سؤال
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) instrumentalconditioning
C) subliminal perception
D) incidental learning
سؤال
Another word for learning would be ________.

A) masked behaviour
B) modelling
C) activation
D) conditioning
سؤال
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.
سؤال
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/an:

A) conditioning trial.
B) conditioned response.
C) conditioned cue.
D) voluntary action.
سؤال
__________ is the process of acquiring information and storing it over time so that it will be available when needed.

A) Learning
B) Memory
C) Perception
D) Motivation
سؤال
For the second time that day,Karla heard a radio ad announcing 40% off all spring jackets at a downtown Halifax ladies' wear 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
سؤال
__________ refers to a relatively permanent change in behaviour that is caused by experience.

A) Learning
B) Memory
C) Perception
D) Motivation
سؤال
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.
سؤال
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.
سؤال
H.J.Heinz Co.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.
سؤال
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
سؤال
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
سؤال
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.
سؤال
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.
سؤال
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.
سؤال
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.
سؤال
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
سؤال
"Working memory" is another name for:

A) episodic memory.
B) short-term memory.
C) sensory memory.
D) elaborative rehearsal.
سؤال
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
سؤال
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
سؤال
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.
سؤال
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.
سؤال
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.
سؤال
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.
سؤال
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.
سؤال
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.
سؤال
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.
سؤال
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
سؤال
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.
سؤال
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
سؤال
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
سؤال
Ping,a senior,was having a problem remembering a phone number that was just given to him by a friend.This problem with his retrieval ability is:

A) perceptual.
B) psychological.
C) physiological.
D) mood congress effect.
سؤال
To facilitate consumer learning,BC Hydro compares wasting energy to wasting other things like time and water.BC Hydro is hoping that ________ will occur.

A) rote learning
B) analogical learning
C) classical conditioning
D) observational learning
سؤال
The two basic measures of advertising impact used in the industry are:

A) power and persuasiveness.
B) readership and remembrance.
C) recognition and recall.
D) reliability and recall.
سؤال
In analogical learning,the existing product is called the ______ and the new product is called the ___________.

A) node/link
B) link/target
C) base/target
D) target/link
سؤال
Lane was required to do a research project for a marketing class.He selected 100 people and put them into two groups at random.Everyone in both groups tasted a candy made in Turkey.The candy was not as sweet as the subjects expected.The first group then saw an ad that emphasized how sweet the candy was compared to other candy from Turkey.The second group did not see the ad.According to the postexperience advertising effect,what difference between the two groups should Lane expect?

A) Both groups will report the candy as being not sweet.
B) The first group will state that the candy is sweeter than will the second group.
C) The second group will state that the candy is sweeter than will the first group.
D) The postexperience advertising effect would give Lane no information to form an expectation.
سؤال
Activation models of memory consider that knowledge is coded at varying levels of complexity.The lowest level of complexity,stored in nodes,is called:

A) meaning concepts.
B) propositions.
C) schemas.
D) scripts.
سؤال
In memory,energy spreads across nodes of varying levels of abstraction.This process is called:

A) cognitive transfer.
B) need-cue memory recall.
C) node transfer.
D) spreading activation
سؤال
The beer company chose to advertise during a TV drama because of all of the following EXCEPT:

A) pacing in some sports allows attention to wander.
B) the environment of the message affects recall.
C) shows with continuous activity fare better for recall.
D) shows punctuated with a series of acts are good for recall.
سؤال
When Greg thinks of soft drinks he immediately thinks of Coca-Cola.For Greg,Coca-Cola is a ________ brand.

A) spontaneous
B) state-dependent
C) triggered
D) salient
سؤال
Deliteful Donuts mentions its main competitor in its ads.This can result in:

A) recognition and recall.
B) poorer recall for its own brand.
C) improving the recall of the other brand.
D) the von Restorff effect.
سؤال
Sherri has learned to expect a certain sequence of events when she goes to the doctor.She may become uncomfortable if the actual service differs from the:

A) meaning concept.
B) proposition.
C) intention.
D) script.
سؤال
The Campbell Soup Company recently started using "the Campbell Kids" again in their ads.They and other companies doing similar revivals of past imagery reflect the power of:

A) nostalgia.
B) the "wonder years" effect.
C) persuasive embed.
D) recognition.
سؤال
One way marketerscan trigger nostalgia in an individual is by:

A) increasing brand equity.
B) having the marketer's product present in their evoked set.
C) introducing a retro brand.
D) creating a new fashionable trend.
سؤال
Donalda was stopped in the mall by a market researcher,who asked her what ads she had seen on TV the evening before.This is an example of:

A) recognition tests.
B) short-term memory test.
C) free recall tests.
D) observational learning test.
سؤال
Some learning theorists maintain that forgetting takes place only through interference,but that decay strengthens the ability of one piece of information to interfere with another.If this is true,which of the following would you expect to find?

A) Retroactive and proactive interference would be equally strong as agents of forgetting.
B) Learning a new phone number would be more likely to cause you to forget your last phone number, but not the phone number you had before that one.
C) Retroactive interference would be stronger for an old memory than would proactive interference.
D) A new brand name is more likely to be forgotten if it is matched with names of brands learned a month ago than if it is matched with brand names learned yesterday.
سؤال
A group of products recalled by consumers as sharing some attribute or quality are called:

A) a recognition product set.
B) a previously purchased set.
C) a stimulated set.
D) an evoked set.
سؤال
In a typical ________ test,subjects are shown ads one at a time and asked if they have seen them before.

A) recall
B) recognition
C) remembrance
D) recovery
سؤال
Learning produces structural changes in the brain; when these structural changes simply go away over time,the phenomenon is termed:

A) interference.
B) decay.
C) memory lapse.
D) brain damage.
سؤال
Amy can recall her social insurance number quite easily because she groups the numbers into three sets.This illustrates how ___________ can facilitate the memory process.

A) elaboration
B) rehearsal
C) salience
D) chunking
سؤال
When Stephanie thought of perfume,she thought of Chanel,French,Catherine Deneuve,expensive,alluring,elegant.These examples make up her:

A) activation model.
B) evoked set.
C) network.
D) schema.
سؤال
Extinction occurs when a CS is no longer matched with a UCS.This implies that extinction results from learning and not from memory loss.
سؤال
Behavioural psychologists who view the mind as a "black box" emphasize the internal thought processes that take place there.
سؤال
In advertising research,a tendency of consumers to use middle values of a range,omitting extremes,to express their ratings is known as:

A) normative social behaviour.
B) averaging.
C) identification.
D) compensating.
سؤال
In the information-processing approach to memory,________ refers to how the mind accesses information.

A) storage
B) retrieval
C) encoding
D) decoding
سؤال
With respect to the information processing approach to memory formulation,in the ________ stage,information is entered in a way the system will recognize.

A) storage
B) retrieval
C) encoding
D) decoding
سؤال
The market researcher showed Chuck five ads for a new product.Chuck,wanting to please the researcher,agreed that he had seen four of the ads,even though 2 of them were bogus ads.This is an example of:

A) omitting bias.
B) averaging bias.
C) telescopic bias.
D) response bias.
سؤال
Masked branding usually involves representing a brand in a similar way to a competitor's brand.
سؤال
When we respond to internal events,behavioural learning has occurred.
سؤال
According to the definition of learning,how could a researcher ever show that cognitive 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.
سؤال
Classical conditioning occurs when people identify with a celebrity or famous person perceived to be of a higher class.
سؤال
Melissa knows that when she goes to the dentist she must make an appointment,show up on time,bring proof of insurance,and have her teeth cleaned before any other dental services will be performed.With respect to her visit to the dentist,Melissa has learned a knowledge technique known as a ________.

A) service script.
B) punishment avoidance technique.
C) competitive distinction process.
D) maturation process.
سؤال
Learning is a relatively permanent change in behaviour that is caused by experience.
سؤال
With respect to pictorial versus verbal cues,is one picture worth a thousand words? What does available data tell us?

A) Verbal and pictorial cues are basically equal.
B) Verbal cues are stronger over time.
C) We are more likely to recognize information presented in picture form at a later time.
D) We are more likely to recognize information presented in verbal form at a later time.
سؤال
How are unipolar emotions and mixed emotions different?

A) Mixed emotions have both positive and negative components, while unipolar emotions are either wholly positive or wholly negative.
B) Mixed emotions are either wholly positive or wholly negative, while unipolar emotions have both positive and negative components.
C) Mixed emotions lead to better recall of a situation than unipolar emotions.
D) They are not different. They refer to the same thing.
سؤال
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.
سؤال
Advertising wearout usually happens occurs after the first presentation of an ad.
سؤال
In the information-processing approach to memory,one could think of the storage stage as being similar to a:

A) wheel
B) warehouse
C) boomerang
D) kaleidoscope
سؤال
Research indicates that it is possible for learning to occur by observation and when we are not trying.
سؤال
Once we have learned something,such as a behaviour,the original learned material stays intact no matter what new stimuli we are exposed to.
سؤال
Licensing is one form of stimulus generalization applied to marketing strategy.
فتح الحزمة
قم بالتسجيل لفتح البطاقات في هذه المجموعة!
Unlock Deck
Unlock Deck
1/120
auto play flashcards
العب
simple tutorial
ملء الشاشة (f)
exit full mode
Deck 3: Learning and Memory
1
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.
C
2
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) because the television commercial was shown for a month, any product associations between the jingle and the latte became extinct.
C
3
Casual,even unintentional,acquisition of knowledge is called:

A) incidental learning.
B) piggybacking.
C) stimulus-response connections.
D) accidental knowledge.
A
4
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
5
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
6
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,the 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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
7
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
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
8
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) yo deliberately hide a product's true origin
D) yo facilitate a penetration pricing strategy
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
9
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
10
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) instrumentalconditioning
C) subliminal perception
D) incidental learning
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
11
Another word for learning would be ________.

A) masked behaviour
B) modelling
C) activation
D) conditioning
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
12
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
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/an:

A) conditioning trial.
B) conditioned response.
C) conditioned cue.
D) voluntary action.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
14
__________ is the process of acquiring information and storing it over time so that it will be available when needed.

A) Learning
B) Memory
C) Perception
D) Motivation
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
15
For the second time that day,Karla heard a radio ad announcing 40% off all spring jackets at a downtown Halifax ladies' wear 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
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
16
__________ refers to a relatively permanent change in behaviour that is caused by experience.

A) Learning
B) Memory
C) Perception
D) Motivation
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
17
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
18
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
19
H.J.Heinz Co.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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
20
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
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
21
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
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
22
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
23
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
24
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
25
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
26
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
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
27
"Working memory" is another name for:

A) episodic memory.
B) short-term memory.
C) sensory memory.
D) elaborative rehearsal.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
28
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
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
29
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
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
30
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
31
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
32
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
33
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
34
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
35
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
36
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
37
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
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
38
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
39
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
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
40
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
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
41
Ping,a senior,was having a problem remembering a phone number that was just given to him by a friend.This problem with his retrieval ability is:

A) perceptual.
B) psychological.
C) physiological.
D) mood congress effect.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
42
To facilitate consumer learning,BC Hydro compares wasting energy to wasting other things like time and water.BC Hydro is hoping that ________ will occur.

A) rote learning
B) analogical learning
C) classical conditioning
D) observational learning
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
43
The two basic measures of advertising impact used in the industry are:

A) power and persuasiveness.
B) readership and remembrance.
C) recognition and recall.
D) reliability and recall.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
44
In analogical learning,the existing product is called the ______ and the new product is called the ___________.

A) node/link
B) link/target
C) base/target
D) target/link
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
45
Lane was required to do a research project for a marketing class.He selected 100 people and put them into two groups at random.Everyone in both groups tasted a candy made in Turkey.The candy was not as sweet as the subjects expected.The first group then saw an ad that emphasized how sweet the candy was compared to other candy from Turkey.The second group did not see the ad.According to the postexperience advertising effect,what difference between the two groups should Lane expect?

A) Both groups will report the candy as being not sweet.
B) The first group will state that the candy is sweeter than will the second group.
C) The second group will state that the candy is sweeter than will the first group.
D) The postexperience advertising effect would give Lane no information to form an expectation.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
46
Activation models of memory consider that knowledge is coded at varying levels of complexity.The lowest level of complexity,stored in nodes,is called:

A) meaning concepts.
B) propositions.
C) schemas.
D) scripts.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
47
In memory,energy spreads across nodes of varying levels of abstraction.This process is called:

A) cognitive transfer.
B) need-cue memory recall.
C) node transfer.
D) spreading activation
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
48
The beer company chose to advertise during a TV drama because of all of the following EXCEPT:

A) pacing in some sports allows attention to wander.
B) the environment of the message affects recall.
C) shows with continuous activity fare better for recall.
D) shows punctuated with a series of acts are good for recall.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
49
When Greg thinks of soft drinks he immediately thinks of Coca-Cola.For Greg,Coca-Cola is a ________ brand.

A) spontaneous
B) state-dependent
C) triggered
D) salient
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
50
Deliteful Donuts mentions its main competitor in its ads.This can result in:

A) recognition and recall.
B) poorer recall for its own brand.
C) improving the recall of the other brand.
D) the von Restorff effect.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
51
Sherri has learned to expect a certain sequence of events when she goes to the doctor.She may become uncomfortable if the actual service differs from the:

A) meaning concept.
B) proposition.
C) intention.
D) script.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
52
The Campbell Soup Company recently started using "the Campbell Kids" again in their ads.They and other companies doing similar revivals of past imagery reflect the power of:

A) nostalgia.
B) the "wonder years" effect.
C) persuasive embed.
D) recognition.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
53
One way marketerscan trigger nostalgia in an individual is by:

A) increasing brand equity.
B) having the marketer's product present in their evoked set.
C) introducing a retro brand.
D) creating a new fashionable trend.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
54
Donalda was stopped in the mall by a market researcher,who asked her what ads she had seen on TV the evening before.This is an example of:

A) recognition tests.
B) short-term memory test.
C) free recall tests.
D) observational learning test.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
55
Some learning theorists maintain that forgetting takes place only through interference,but that decay strengthens the ability of one piece of information to interfere with another.If this is true,which of the following would you expect to find?

A) Retroactive and proactive interference would be equally strong as agents of forgetting.
B) Learning a new phone number would be more likely to cause you to forget your last phone number, but not the phone number you had before that one.
C) Retroactive interference would be stronger for an old memory than would proactive interference.
D) A new brand name is more likely to be forgotten if it is matched with names of brands learned a month ago than if it is matched with brand names learned yesterday.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
56
A group of products recalled by consumers as sharing some attribute or quality are called:

A) a recognition product set.
B) a previously purchased set.
C) a stimulated set.
D) an evoked set.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
57
In a typical ________ test,subjects are shown ads one at a time and asked if they have seen them before.

A) recall
B) recognition
C) remembrance
D) recovery
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
58
Learning produces structural changes in the brain; when these structural changes simply go away over time,the phenomenon is termed:

A) interference.
B) decay.
C) memory lapse.
D) brain damage.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
59
Amy can recall her social insurance number quite easily because she groups the numbers into three sets.This illustrates how ___________ can facilitate the memory process.

A) elaboration
B) rehearsal
C) salience
D) chunking
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
60
When Stephanie thought of perfume,she thought of Chanel,French,Catherine Deneuve,expensive,alluring,elegant.These examples make up her:

A) activation model.
B) evoked set.
C) network.
D) schema.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
61
Extinction occurs when a CS is no longer matched with a UCS.This implies that extinction results from learning and not from memory loss.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
62
Behavioural psychologists who view the mind as a "black box" emphasize the internal thought processes that take place there.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
63
In advertising research,a tendency of consumers to use middle values of a range,omitting extremes,to express their ratings is known as:

A) normative social behaviour.
B) averaging.
C) identification.
D) compensating.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
64
In the information-processing approach to memory,________ refers to how the mind accesses information.

A) storage
B) retrieval
C) encoding
D) decoding
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
65
With respect to the information processing approach to memory formulation,in the ________ stage,information is entered in a way the system will recognize.

A) storage
B) retrieval
C) encoding
D) decoding
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
66
The market researcher showed Chuck five ads for a new product.Chuck,wanting to please the researcher,agreed that he had seen four of the ads,even though 2 of them were bogus ads.This is an example of:

A) omitting bias.
B) averaging bias.
C) telescopic bias.
D) response bias.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
67
Masked branding usually involves representing a brand in a similar way to a competitor's brand.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
68
When we respond to internal events,behavioural learning has occurred.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
69
According to the definition of learning,how could a researcher ever show that cognitive 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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
70
Classical conditioning occurs when people identify with a celebrity or famous person perceived to be of a higher class.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
71
Melissa knows that when she goes to the dentist she must make an appointment,show up on time,bring proof of insurance,and have her teeth cleaned before any other dental services will be performed.With respect to her visit to the dentist,Melissa has learned a knowledge technique known as a ________.

A) service script.
B) punishment avoidance technique.
C) competitive distinction process.
D) maturation process.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
72
Learning is a relatively permanent change in behaviour that is caused by experience.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
73
With respect to pictorial versus verbal cues,is one picture worth a thousand words? What does available data tell us?

A) Verbal and pictorial cues are basically equal.
B) Verbal cues are stronger over time.
C) We are more likely to recognize information presented in picture form at a later time.
D) We are more likely to recognize information presented in verbal form at a later time.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
74
How are unipolar emotions and mixed emotions different?

A) Mixed emotions have both positive and negative components, while unipolar emotions are either wholly positive or wholly negative.
B) Mixed emotions are either wholly positive or wholly negative, while unipolar emotions have both positive and negative components.
C) Mixed emotions lead to better recall of a situation than unipolar emotions.
D) They are not different. They refer to the same thing.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
75
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.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
76
Advertising wearout usually happens occurs after the first presentation of an ad.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
77
In the information-processing approach to memory,one could think of the storage stage as being similar to a:

A) wheel
B) warehouse
C) boomerang
D) kaleidoscope
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
78
Research indicates that it is possible for learning to occur by observation and when we are not trying.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
79
Once we have learned something,such as a behaviour,the original learned material stays intact no matter what new stimuli we are exposed to.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
80
Licensing is one form of stimulus generalization applied to marketing strategy.
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.
فتح الحزمة
k this deck
locked card icon
فتح الحزمة
افتح القفل للوصول البطاقات البالغ عددها 120 في هذه المجموعة.