Question 1

Define frequency marketing and provide an example of it.

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Question 2

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

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Question 3

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

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Question 4

Define stimulus discrimination. Why it is important to marketers?

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Question 5

Car ads featuring attractive women have been found to be effective because the woman is:

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The presence of an attractive woman in car ads acts as a "trigger feature," capturing attention and potentially creating a positive association with the product, making the advertisement more effective.

Question 6

What is behavioural learning theory?

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Question 7

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

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Mindlessness refers to a state where individuals process information in an automatic, passive manner without active engagement or critical analysis.

Question 8

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

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Question 9

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

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Learning is defined as a change in behavior due to experience. Therefore, a researcher can show that learning has taken place by measuring a behavioral change that is directly linked to a previous experience. This method directly assesses the impact of an experience on behavior, which is the essence of learning.

Question 10

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?

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Question 11

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

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Question 12

What is observational learning? Provide an example.

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Question 13

What are the four conditions of observational learning?

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Question 14

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

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Cognitive learning involves understanding, applying, and engaging with new information, which often leads to changes in behavior as a result of increased knowledge or skills, thus behavior change can be a measure of cognitive learning.

Question 15

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

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Question 16

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

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Question 17

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:

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The advertisement relies on observational learning, where consumers learn by observing the behavior and outcomes of others, in this case, the attention the male receives from females after using the product.

Question 18

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:

Accepted Answer

Jane learned how to pay for her produce by observing and imitating the behavior of others, which is a classic example of modelling.

Question 19

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."

Accepted Answer

This is because modelling is a form of learning where individuals learn and replicate behaviors observed in others, and exposure to aggressive methods on television can lead to imitation of those behaviors.

Question 20

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

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Quiz 3: Learning and Memory