Question 1

Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff. In fact, I don't even have a cat." Sam knows this jingle through ________.
A) stimulus generalization
B) reinforcement modeling
C) incidental learning
D) operant conditioning

Accepted Answer

Sam knows the jingle through incidental learning, which occurs when people learn something unintentionally or without conscious effort, often through repeated exposure.

Question 2

Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on ________.
A) the highlighting effect
B) the halo effect
C) nostalgia
D) memory spikes

Accepted Answer

Focusing on "the good old days" is a strategy of nostalgia, which creates a feeling of sentimental longing for the past. Marketers use this strategy as it evokes positive emotions and memories in consumers, which can influence their buying decision-making process.

Question 3

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is most closely associated with which of the following learning methods?
A) incidental learning
B) Gestalt learning
C) cognitive learning
D) behavioral learning

Accepted Answer

The mention of Frank's desire to steal a bite of the cinnamon roll indicates a behavioristic response to the stimulus of the cinnamon roll. The "black box" process refers to the idea that we cannot observe what goes on inside a person's mental processes during learning, but we can observe and study the external, observable behaviors that result from learning. This process is most closely associated with behavioral learning, which focuses on the relationships between environmental stimuli and observable behavior.

Question 4

People tend to give "yes" responses to questions, regardless of what they are asked. This is an example of ________.
A) response bias
B) elaborative rehearsal
C) salience
D) nostalgia

Accepted Answer

This is a classic example of response bias, where people tend to answer in a certain way (in this case, saying "yes") regardless of the specific question being asked.

Question 5

Which of the following has occurred when a stimulus is able to evoke a weakened response years after the stimulus was first perceived?
A) spontaneous recovery
B) scripting
C) reverse extinction
D) response bias

Accepted Answer

Spontaneous recovery is the reappearance of a weakened response after a period of time has passed since the original conditioning. It occurs when an organism is presented with the conditioned stimulus again, even though it has not been reinforced for some time. Therefore, when a stimulus is able to evoke a weakened response years after it was first perceived, it can be considered a case of spontaneous recovery.

Question 6

Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf. They were rectangular with white labels that looked very professional and very serious. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company?
A) masked branding
B) halo effect
C) continual reinforcement
D) shaping

Accepted Answer

The halo effect occurred when the new packaging resembled that of a pharmacy's, which people associate with trustworthiness and professionalism. This positive association caused people to view the herbal company's products in a more positive light, leading to increased sales.

Question 7

________ memory permits temporary storage of information we receive from our senses.
A) Elaborative
B) Sensory
C) Cognitive
D) Working

Accepted Answer

Sensory memory is responsible for storing information from our senses for a very short period of time, usually less than one second. It allows us to perceive the world as a continuous stream of information. Elaborative memory involves processing and organizing information so that it can be stored in long-term memory. Cognitive memory is not a recognized term in psychology. Working memory is responsible for temporarily holding information while we perform cognitive tasks such as problem-solving, reasoning, and decision-making.

Question 8

A sales manager pays a bonus to new trainees when they develop a good sales prospectus. Later, after the trainees have completed two months of training, the manger pays a bonus only for an actual sale. The manager is applying what process of instrumental conditioning to help the trainees be productive in their sales careers?
A) shaping
B) modeling
C) negative reinforcement
D) variable-ratio reinforcement

Accepted Answer

Shaping involves reinforcing successive approximations of a desired behavior. Initially, the manager rewards the trainees for developing a good prospectus, and later, only for making actual sales, gradually shaping their behavior towards the ultimate goal.

Question 9

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) chunking
D) salience

Accepted Answer

The question describes a recognition test, where subjects are asked if they have seen ads before. Recall tests require subjects to produce information from memory without any prompts or cues. Chunking is a memory technique where information is grouped into smaller, meaningful units to aid recall. Salience refers to the degree to which stimuli stand out and capture attention, but is not directly related to memory testing.

Question 10

Almost any technique that increases the novelty of a stimulus also improves recall of the stimulus. This result is called the ________.
A) highlighting effect
B) von Restorff Effect
C) spacing effect
D) halo effect

Accepted Answer

The von Restorff Effect, also known as the isolation effect, states that a distinctive or unusual item in a list or presentation is more likely to be remembered than other items. This is because it stands out and catches the individual's attention. Therefore, increasing the novelty of a stimulus improves recall, making the von Restorff Effect the correct answer. The highlighting effect refers to the way in which highlighting specific information can aid in memory recall. The spacing effect refers to how spacing out learning sessions over time can aid in memory retention. The halo effect refers to the tendency for an individual's overall impression of a person or object to influence how they feel about that person or object's individual traits.

Question 11

John wants to teach his dog to do tricks such as "sit up," "roll over," and "fetch a stick." By systematically rewarding his dog for responding in the correct way, John is able to accomplish great progress over a 30-day period. John was able to teach his dog using which of the following learning processes?
A) classical conditioning
B) instrumental conditioning
C) stimulation conditioning
D) extinction conditioning

Accepted Answer

Instrumental conditioning, also known as operant conditioning, involves training an animal through rewards and punishments to respond in a certain way to a particular stimulus. In this case, John is rewarding his dog for performing the desired tricks, which is an example of instrumental conditioning. Classical conditioning involves pairing a neutral stimulus with a response and eventually eliciting that response with the neutral stimulus alone. Stimulation conditioning and extinction conditioning are not recognized learning processes.

Question 12

________ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong.
A) Sensory
B) Episodic
C) Primary
D) Elaborative

Accepted Answer

Episodic memories are autobiographical memories that pertain to personal experiences or events. As these memories are personally relevant, individuals are likely to have a strong motivation to remember and retain them. Sensory memories refer to brief, fleeting sensations or perceptions, while primary memories are short-term memories that fade quickly unless they are rehearsed or encoded into long-term memory. Elaborative memory involves actively processing new information and connecting it with existing knowledge and memories to enhance retention.

Question 13

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment?
A) instrumental conditioning
B) classical conditioning
C) cognitive learning
D) operant conditioning

Accepted Answer

Cognitive learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment. This theory focuses on mental processes such as attention, perception, memory, and thinking as key factors in learning. In contrast, instrumental conditioning, classical conditioning, and operant conditioning all focus on the relationship between behavior and its consequences or associations with stimuli, rather than on internal mental processes.

Question 14

Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________.
A) the highlighting effect
B) interference
C) decay
D) generalization

Accepted Answer

Interference occurs when new information comes in and overshadows or replaces old information, causing forgetting. The other options do not describe this process. The highlighting effect refers to the tendency for people to pay more attention to and better remember information that is salient or stands out. Decay refers to the gradual fading of memories over time, without the interference of other information. Generalization refers to the ability to apply knowledge or skills learned in one situation to other similar situations.

Question 15

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased.
A) rebate
B) discount
C) reward
D) frequency

Accepted Answer

Frequency marketing reinforces regular purchases by providing rewards that increase in value with the amount purchased.

Question 16

________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.
A) Observational
B) Reinforced
C) Halo effect
D) Masked

Accepted Answer

Observational learning is when an individual observes the actions of others and the consequences (reinforcements) that they receive for their behaviors. This type of learning is also known as social learning or modeling.

Question 17

________ involves a process of acquiring information and storing it over time so that it will be available when needed.
A) Memory
B) Recognition
C) Comprehension
D) Attention

Accepted Answer

Memory involves the process of acquiring new information and storing it in the brain for later retrieval. Recognition refers to the ability to identify something that has been previously encountered, comprehension is the ability to understand information, and attention is the ability to focus on a particular task or stimuli.

Question 18

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally-friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation?
A) promotional conditioning
B) emotional learning
C) classical conditioning
D) instrumental conditioning

Accepted Answer

The answer of Claudia Norman, a marketing consultant, recommended that...

Question 19

According to the information processing-approach to studying the memory process, in the ________ stage, information enters in a way the system will recognize it.
A) storage
B) retrieval
C) encoding
D) decoding

Accepted Answer

In the information processing-approach to studying the memory process, encoding is the process of taking information and converting it into a format that the memory system can recognize and use. This is the stage where information enters in a way that the system will recognize it.

Question 20

Within a knowledge structure, which of the following is the LEAST complex knowledge unit?
A) meaning
B) proposition
C) schema
D) script

Accepted Answer

Meaning is the least complex knowledge unit as it involves understanding the basic definition or understanding of a word or concept. It does not require the same level of organization or structure as propositions, schemas, or scripts.

Quiz 6: Learning and Memory

Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff. In fact, I don't even have a cat." Sam knows this jingle through ________.

Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on ________.

People tend to give "yes" responses to questions, regardless of what they are asked. This is an example of ________.

Which of the following has occurred when a stimulus is able to evoke a weakened response years after the stimulus was first perceived?

________ memory permits temporary storage of information we receive from our senses.

In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before.

Almost any technique that increases the novelty of a stimulus also improves recall of the stimulus. This result is called the ________.

________ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong.

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment?

Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________.

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased.

________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.

________ involves a process of acquiring information and storing it over time so that it will be available when needed.

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally-friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation?

According to the information processing-approach to studying the memory process, in the ________ stage, information enters in a way the system will recognize it.

Within a knowledge structure, which of the following is the LEAST complex knowledge unit?