Question 1

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:

Accepted Answer

Response bias occurs when a respondent provides inaccurate or false answers, often to please the researcher or due to social desirability.

Question 2

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?

Accepted Answer

The answer of Some learning theorists maintain that forgetting takes...

Question 3

When Stephanie thought of perfume, she thought of Chanel, French, Catherine Deneuve, expensive, alluring, elegant. This is her:

Accepted Answer

A schema is a cognitive framework or concept that helps organize and interpret information, such as Stephanie's associations with perfume.

Question 4

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:

Accepted Answer

This is an example of fixed-ratio reinforcement because customers receive a reward after a set number of points are collected, which corresponds to a fixed number of purchases.

Question 5

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

Accepted Answer

Cognitive learning is typically demonstrated by observing a change in behavior that can be linked to prior experiences, indicating that learning has occurred.

Question 6

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:

Accepted Answer

The conditioned stimulus in Pavlov's experiment is the bell, as it was initially a neutral stimulus that, after being paired with the unconditioned stimulus (meat powder), began to elicit the conditioned response (salivation).

Question 7

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

Accepted Answer

Chunking is the process of combining small pieces of information into larger ones to help in processing.

Question 8

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:

Accepted Answer

The answer of Ping, a senior, was having a problem...

Question 9

Another term for information that a person has learned and retained about products and services is:

Accepted Answer

Internal memory refers to the information that a person has learned and retained about products and services, as it is stored within the individual's mind.

Question 10

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.

Accepted Answer

Behavioural learning has occurred as Karla's decision to check out the sale was influenced by the repeated radio ads, which is a form of stimulus-response learning.

Question 11

The ability of abstract brand names (e.g., IBM) to acquire sometimes powerful meanings capable of evoking strong consumer loyalty is consistent with the application of learning principles to marketing.

Accepted Answer

Classical conditioning involves associating a brand name with positive stimuli, leading to strong consumer loyalty as the brand evokes positive feelings.

Question 12

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

Accepted Answer

Fishing is best characterized by variable-interval reinforcement because the reward (catching a fish) is received after varying amounts of time, rather than after a set number of attempts or actions.

Question 13

During the first three months after their launch of a new peanut butter product, a company uses techniques such as give- aways, supermarket demonstration and tasting, coupons for 30 percent off the retail price, and finally coupons for 15 percent off the retail price. This is illustrative of a process called:

Accepted Answer

Shaping is a process in marketing where a company gradually changes consumer behavior by reinforcing successive approximations towards a desired behavior, such as purchasing a product, through various incentives and promotions.

Question 14

Almost any technique that increases the novelty of a product, such as the L'eggs pantyhose distinctive packaging, also improves its recall. This reference to the product's level of activation in memory is known as:

Accepted Answer

The von Restorff effect refers to the phenomenon where an item that stands out is more likely to be remembered than other items. Distinctive packaging increases the novelty and makes the product more memorable.

Question 15

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

Accepted Answer

The answer of According to the information- processing perspective, an...

Question 16

If consumers repeatedly see TV ads for a "decadent" ice cream (perhaps "1890's 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:

Accepted Answer

The hunger felt upon hearing the brand name is a conditioned response, as it is a learned reaction to a previously neutral stimulus (the brand name) that has been associated with the ice cream through repeated exposure to the ads.

Question 17

Deliteful Donuts mentions its main competitor in its ads. This can result in:

Accepted Answer

The answer of Deliteful Donuts mentions its main competitor in...

Question 18

With respect to pictorial versus verbal cues, is one picture worth a thousand words? What does available data tell us?

Accepted Answer

Research indicates that people tend to remember and recognize information presented in picture form more effectively than verbal information, supporting the idea that a picture can be worth a thousand words.

Question 19

The beer company chose to advertise during a TV drama, because of all of the following, EXCEPT:

Accepted Answer

The statement "shows punctuated with a series of acts are good for recall" is not a reason for choosing to advertise during a TV drama, as it suggests that such shows are beneficial for recall, not a reason to avoid them.

Question 20

H.J.Heinz Co. markets different food products such as ketchup, pickles, and mustard, all using the Heinz brand name. This is known as:

Accepted Answer

Family branding is when a company uses one brand name for multiple products, which is what Heinz does with its various food products.

Quiz 3: Perception