Question 1

Which of the following refers to the removal of bad stimuli as a way of encouraging behavior?

Accepted Answer

Negative reinforcement involves removing a negative or aversive stimulus in order to encourage desired behavior. This is different from negative punishment, which involves punishing or removing a positive stimulus to discourage unwanted behavior.

Question 2

Landscaping Scenario
Petals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the chief agriculturist of the firm, in an interview to a home and garden magazine, talks about how landscaping can be a tightrope walk. "Our prices vary vastly according to what our clients want. A major haul may cost anything between $300,000 or more for an area spanning a 100 sq.ft. We try and give our clients their money's worth." Mr. Roth explains further, "However, we cannot rule out times when our opinion differs with the client's opinion of 'worth'. We had a client who wanted his garden to have a 'bit of an air of sophistication without major change.' I suggested switching to a finer, more delicate grass. However, when it was done he complained that 'the grass was still green' and that he cannot see any 'refinement.' So, it's important to know exactly what the client wants and get to the specifics of it in detail." Such stories should not discourage interested entrepreneurs from foraying into landscaping. "Another client asked for something novel and a little different. So, we installed only colored leaves. The idea of a garden with no flowers required a little getting used to for him but he was pleased with the aesthetics." The work gives you an opportunity to brighten people's lives. "Once, a mother came with the request for a 'fairy tale garden' for her daughters. So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different characters from famous fairy tales. The mother beamed, 'It's as it should be." A word of caution, however, its not just happy endings all the way in the land of landscaping. "We gave a full refund to a client who wanted us to recreate his childhood. We created a green and lush environment with swings on trees, but unfortunately, he grew up in an arid country with sparse vegetation. So, what we gave him "never gave him a feeling of his childhood" as it was very different from where he grew up."
-Refer to Landscaping Scenario.A mother who wanted a fairy tale garden for her daughters was very happy with the service provided by Petals and Palettes.According to her,the garden was just as she wanted it to be.With respect to cognitive categorization,which of the following reactions best illustrates her response?

Accepted Answer

The mother's response best illustrates assimilation as she was able to fit the new information (the fairy tale garden created by Petals and Palettes) into her existing cognitive category or schema of what a fairy tale garden should be like. She was pleased because it matched her preconceived idea of what she wanted and was therefore able to assimilate it into her existing mental framework.

Question 3

Landscaping Scenario
Petals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the chief agriculturist of the firm, in an interview to a home and garden magazine, talks about how landscaping can be a tightrope walk. "Our prices vary vastly according to what our clients want. A major haul may cost anything between $300,000 or more for an area spanning a 100 sq.ft. We try and give our clients their money's worth." Mr. Roth explains further, "However, we cannot rule out times when our opinion differs with the client's opinion of 'worth'. We had a client who wanted his garden to have a 'bit of an air of sophistication without major change.' I suggested switching to a finer, more delicate grass. However, when it was done he complained that 'the grass was still green' and that he cannot see any 'refinement.' So, it's important to know exactly what the client wants and get to the specifics of it in detail." Such stories should not discourage interested entrepreneurs from foraying into landscaping. "Another client asked for something novel and a little different. So, we installed only colored leaves. The idea of a garden with no flowers required a little getting used to for him but he was pleased with the aesthetics." The work gives you an opportunity to brighten people's lives. "Once, a mother came with the request for a 'fairy tale garden' for her daughters. So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different characters from famous fairy tales. The mother beamed, 'It's as it should be." A word of caution, however, its not just happy endings all the way in the land of landscaping. "We gave a full refund to a client who wanted us to recreate his childhood. We created a green and lush environment with swings on trees, but unfortunately, he grew up in an arid country with sparse vegetation. So, what we gave him "never gave him a feeling of his childhood" as it was very different from where he grew up."
-Refer to Landscaping Scenario.When a client and Petals and Palettes have different interpretations about whether the service is "worth" the client's money,it is an example of a difference in _____.

Accepted Answer

The difference in the client's interpretation of "worth" compared to Petals and Palettes' interpretation indicates a difference in their perception of the service.

Question 4

_____ often take the form of some type of reward.

Accepted Answer

Positive reinforcers are stimuli that increase the frequency of a behavior that they follow when presented. They often take the form of rewards, such as treats, praise or other desirable items or actions.

Question 5

Which of the following is true of the information processing perspective to learning?

Accepted Answer

The information processing perspective assumes that changes in thought and knowledge precipitate behavioral changes. It is focused on how consumers receive, perceive, store, and retrieve information, and how these processes lead to decision making and behavior.

Question 6

Which of the following uses reinforcement to condition behavior?

Accepted Answer

Instrumental conditioning, also known as operant conditioning, uses reinforcement or punishment to increase or decrease desired behaviors. Classical conditioning (A) uses associating two stimuli to elicit a response, while delay conditioning (B) and simultaneous conditioning (E) are types of classical conditioning. Respondent conditioning (D) is a type of classical conditioning that aims to elicit an involuntary response.

Question 7

Advertisements that feature special promotions,such as buy-one-get-one-free offers,represent a marketing strategy that makes use of _____ because these advertisements essentially signal that customers will get value in some form of a reward when they perform a specific purchasing activity.

Accepted Answer

Discriminative stimuli are cues or signals that indicate the availability of a reinforcement (in this case, a reward). The advertisement featuring a special promotion is a discriminative stimulus because it signals to customers that a reward (e.g. buy-one-get-one-free offer) is available when they perform the specific purchasing activity (e.g. buy one product).

Question 8

In Pavlov's classical conditioning experiment,the salivation of the dogs on being exposed to the meat powder is an example of a(n)_____ response.

Accepted Answer

In Pavlov's classical conditioning experiment, the dogs naturally salivated (without prior training) in response to the meat powder, which is an unconditioned response. Over time, the dogs learned to associate the sound of a bell with the meat powder, and began salivating at the sound of the bell alone, which is a conditioned response. Reinforcement, operant conditioning, and instrumental conditioning all involve learning through consequences and are not directly relevant to Pavlov's classical conditioning experiment.

Question 9

Landscaping Scenario
Petals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the chief agriculturist of the firm, in an interview to a home and garden magazine, talks about how landscaping can be a tightrope walk. "Our prices vary vastly according to what our clients want. A major haul may cost anything between $300,000 or more for an area spanning a 100 sq.ft. We try and give our clients their money's worth." Mr. Roth explains further, "However, we cannot rule out times when our opinion differs with the client's opinion of 'worth'. We had a client who wanted his garden to have a 'bit of an air of sophistication without major change.' I suggested switching to a finer, more delicate grass. However, when it was done he complained that 'the grass was still green' and that he cannot see any 'refinement.' So, it's important to know exactly what the client wants and get to the specifics of it in detail." Such stories should not discourage interested entrepreneurs from foraying into landscaping. "Another client asked for something novel and a little different. So, we installed only colored leaves. The idea of a garden with no flowers required a little getting used to for him but he was pleased with the aesthetics." The work gives you an opportunity to brighten people's lives. "Once, a mother came with the request for a 'fairy tale garden' for her daughters. So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different characters from famous fairy tales. The mother beamed, 'It's as it should be." A word of caution, however, its not just happy endings all the way in the land of landscaping. "We gave a full refund to a client who wanted us to recreate his childhood. We created a green and lush environment with swings on trees, but unfortunately, he grew up in an arid country with sparse vegetation. So, what we gave him "never gave him a feeling of his childhood" as it was very different from where he grew up."
-Refer to Landscaping Scenario.A client,who wanted Petals and Palettes to recreate his childhood,got a full refund when he complained that their services "never gave him a feeling of childhood" as the lush green environment that they had created was very different from the arid desert he grew up in.With respect to cognitive categorization,which of the following reactions best illustrates the client's response?

Accepted Answer

The answer of Landscaping Scenario
Petals and Palettes is a firm...

Question 10

Which of the following perspectives to learning focuses on the cognitive processes associated with comprehension that lead to consumer learning?

Accepted Answer

The information processing perspective focuses on how consumers acquire, store, and retrieve information in order to comprehend and learn from marketing messages. It is primarily concerned with the cognitive processes associated with learning, rather than behaviors or social contexts, making it the best fit for the given question.

Question 11

In Pavlov's classical conditioning experiment,the salivation of the dogs on being exposed to the ringing of the bell is an example of a(n)_____.

Accepted Answer

The salivation of the dogs upon hearing the ringing of the bell is a learned response that has been conditioned to the sound of the bell. Therefore, it is an example of a conditioned response.

Question 12

WARNING LABELS SCENARIO
Cigarette packages and advertisements have included warning labels for several years, but the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act) signed into law in 2009 required that stronger and more graphic health warnings appear on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed nine new textual warning statements that were much stronger than previous warning statements. The new warning statements included statements such as "Cigarettes are addictive," "Cigarettes cause cancer," and "Tobacco smoke may harm your children." These statements were to be accompanied by color graphics depicting the negative health effects of smoking. Some of the proposed graphics included a picture of diseased lungs, a man smoking with smoke coming out of a hole in his throat, rotted teeth and mouth cancer, a mother blowing smoke in her baby's face, and dead and dying people. The Tobacco Control Act dictated the placement of these statements and graphics on packages and advertisements, taking up at least 50 percent of the front of the package and at least 20 percent of the advertisement. Research reveals that the best way to quit is the reduce the intake of tobacco in small increments over time rather than an attempt to quit it altogether.
-Refer to Warning Labels Scenario.The objective of introducing warning labels on cigarette packs is to reduce smoking among consumers,based on the belief that if consumers read these statements and look at the graphic depictions,the desired outcome will be achieved.This change in behavior resulting from the interaction between the consumer and the warning labels is referred to as _____.

Accepted Answer

The change in behavior resulting from the interaction between the consumer and the warning labels is considered learning, where the consumer acquires new knowledge or skills that lead to a change in behavior. Perception refers to the process of organizing and interpreting sensory information, attention refers to the mental process of selectively focusing on specific stimuli, motivation refers to the internal and external factors that drive behavior, and memory refers to the process of storing and retrieving information over time.

Question 13

Natalie was trying to house train her new puppy,Beaux.Every time he "did his business" outside,she praised him for being a good dog and gave him a treat.Beaux eventually learned the behavior Natalie desired and was soon able to alert her every time he wanted to relieve himself.This type of learning is referred to as _____.

Accepted Answer

The answer of Natalie was trying to house train her...

Question 14

Landscaping Scenario
Petals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the chief agriculturist of the firm, in an interview to a home and garden magazine, talks about how landscaping can be a tightrope walk. "Our prices vary vastly according to what our clients want. A major haul may cost anything between $300,000 or more for an area spanning a 100 sq.ft. We try and give our clients their money's worth." Mr. Roth explains further, "However, we cannot rule out times when our opinion differs with the client's opinion of 'worth'. We had a client who wanted his garden to have a 'bit of an air of sophistication without major change.' I suggested switching to a finer, more delicate grass. However, when it was done he complained that 'the grass was still green' and that he cannot see any 'refinement.' So, it's important to know exactly what the client wants and get to the specifics of it in detail." Such stories should not discourage interested entrepreneurs from foraying into landscaping. "Another client asked for something novel and a little different. So, we installed only colored leaves. The idea of a garden with no flowers required a little getting used to for him but he was pleased with the aesthetics." The work gives you an opportunity to brighten people's lives. "Once, a mother came with the request for a 'fairy tale garden' for her daughters. So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different characters from famous fairy tales. The mother beamed, 'It's as it should be." A word of caution, however, its not just happy endings all the way in the land of landscaping. "We gave a full refund to a client who wanted us to recreate his childhood. We created a green and lush environment with swings on trees, but unfortunately, he grew up in an arid country with sparse vegetation. So, what we gave him "never gave him a feeling of his childhood" as it was very different from where he grew up."
-Refer to Landscaping Scenario.A client who wanted his garden to have a "bit of an air of sophistication without any major change," complained "the grass was still green" and that he could not see any "refinement." The client's reaction indicates that the new landscape failed to register a(n)_____ difference when compared with the old one.

Accepted Answer

The client's complaint indicates that the difference between the old and new grass was not just noticeable. Therefore, the best choice is D) just noticeable.

Question 15

_____ refers to the process through which the desired behavior is altered over time,in small increments,where the focus is on rewarding "small" behaviors that lead to the "big" behavior ultimately desired.

Accepted Answer

Shaping is the process of gradually modifying behavior by reinforcing closer and closer approximations to the desired behavior. It involves rewarding small behaviors that are steps to the bigger behavior that is ultimately desired.

Question 16

Landscaping Scenario
Petals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the chief agriculturist of the firm, in an interview to a home and garden magazine, talks about how landscaping can be a tightrope walk. "Our prices vary vastly according to what our clients want. A major haul may cost anything between $300,000 or more for an area spanning a 100 sq.ft. We try and give our clients their money's worth." Mr. Roth explains further, "However, we cannot rule out times when our opinion differs with the client's opinion of 'worth'. We had a client who wanted his garden to have a 'bit of an air of sophistication without major change.' I suggested switching to a finer, more delicate grass. However, when it was done he complained that 'the grass was still green' and that he cannot see any 'refinement.' So, it's important to know exactly what the client wants and get to the specifics of it in detail." Such stories should not discourage interested entrepreneurs from foraying into landscaping. "Another client asked for something novel and a little different. So, we installed only colored leaves. The idea of a garden with no flowers required a little getting used to for him but he was pleased with the aesthetics." The work gives you an opportunity to brighten people's lives. "Once, a mother came with the request for a 'fairy tale garden' for her daughters. So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different characters from famous fairy tales. The mother beamed, 'It's as it should be." A word of caution, however, its not just happy endings all the way in the land of landscaping. "We gave a full refund to a client who wanted us to recreate his childhood. We created a green and lush environment with swings on trees, but unfortunately, he grew up in an arid country with sparse vegetation. So, what we gave him "never gave him a feeling of his childhood" as it was very different from where he grew up."
-Refer to Landscaping Scenario.The idea of a garden with no flowers required a little getting used to for one of Mr.Roth's clients.However,the client was pleased with the garden's aesthetics as he wanted it to be a little different.With respect to cognitive categorization,which of the following reactions best illustrates the client's response?

Accepted Answer

The client had a preconceived category of what a garden should be like (with flowers), but was able to accommodate the new information and appreciate the garden without flowers as something "a little different." This shows the process of accommodation, where existing cognitive categories are modified to fit new information.

Question 17

Which of the following represents the stimuli that decrease the likelihood that a behavior will occur again?

Accepted Answer

Punishers are stimuli that decrease the likelihood that a behavior will occur again, as they are used to discourage undesired behavior. Continuous and positive reinforcers increase the likelihood of behavior occurring again, while shapers and negative reinforcers are used to shape and strengthen desired behavior.

Question 18

Which of the following approaches to learning focuses on changes in one's conduct that occur as conditioned responses to stimuli,without concern for the cognitive mechanics of the process?

Accepted Answer

The behaviorist approach focuses on changes in behavior that occur as conditioned responses to stimuli, without concerning itself with the cognitive processes that underpin those changes.

Question 19

_____ refers to a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction.

Accepted Answer

Classical conditioning refers to a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction. This type of learning was first studied by Ivan Pavlov in his famous experiments with dogs.

Question 20

Tanya bought a certain brand of soft drink only when she had discount coupons for it and she discontinued purchasing that soft drink brand when the discount coupons ran out.This discontinuation is an example of _____.

Accepted Answer

The discontinuation of purchasing the soft drink brand when the discount coupons ran out is an example of extinction. In the context of behavioral psychology, extinction refers to the gradual disappearance or weakening of a behavior when the stimulus that reinforces it (in this case, the discount coupons) is no longer present.

Quiz 3: Consumer Learning Starts Here: Perception