Question 1

What is the capacity of short-term memory? Comment and explain.

Accepted Answer

The answer of What is the capacity of short-term memory?...

Question 2

Marketers assist in the process called elaborative rehearsal when they use catchy slogans or jingles to help consumers remember information about products or services.

Accepted Answer

Elaborative rehearsal is a memory technique that involves actively processing information and connecting it to existing knowledge in order to remember it better. Marketers often use catchy slogans or jingles to help consumers remember information about their products or services, thereby assisting in the elaborative rehearsal process.

Question 3

A free recall test of a sample of potential customers would involve showing ads one at a time and asking each respondent if she had seen it before.

Accepted Answer

A free recall test involves asking respondents to recall any ads they remember without being prompted by showing them the ads.

Question 4

Compare and contrast classical and instrumental (operant) conditioning.

Accepted Answer

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Question 5

John Deere established a reputation for building dependable farm tractors. When the company began to build small yard tractors, it insisted on using the same logo on its small mowers as on its large tractors. John Deere was applying stimulus generalization through look-alike packaging.

Accepted Answer

The answer of John Deere established a reputation for building...

Question 6

The spacing effect describes the tendency for consumers to recall printed material more effectively when the advertiser repeats the target item repeatedly in a short time period rather than periodically over a longer time span.

Accepted Answer

The spacing effect refers to the phenomenon where information is better recalled when learning sessions are spaced out over time rather than massed together in a short period.

Question 7

Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is an illustration of a stimulus-response connection.

Accepted Answer

Shari's perception of the heart on the Cheerios box acts as a stimulus that triggers her memory of the heart-healthy benefits of Cheerios, which is the response. This is an example of a stimulus-response connection.

Question 8

Fixed-interval reinforcement explains why airlines' frequent flyer programs are so successful.

Accepted Answer

Fixed-interval reinforcement involves rewards given after a set period of time, whereas frequent flyer programs are based on a variable-ratio schedule, rewarding customers based on the number of miles flown, which encourages more frequent use.

Question 9

One of the goals of successful marketing is to have potential customers think of the marketer's product whenever they try to remember products within a certain category. This remembered set of products is called an evoked set.

Accepted Answer

This statement is true. An evoked set refers to the set of products that come to mind when a person is prompted to think of products within a certain category, and successful marketing strategies aim to have their product included in this set.

Question 10

The success of hybrid ads supports the idea that the viewing environment of a marketing message affects recall.

Accepted Answer

The statement is true as the success of hybrid ads, which combine traditional and digital elements, suggests that the viewing environment, or the way in which the message is presented, can impact its recall by consumers.

Question 11

The process of stimulus generalization is often central to branding and packaging decisions that attempt to capitalize on consumers' positive associations with an existing brand or company name. In this context, list and briefly discuss the four strategies based on stimulus generalization presented in the text.

Accepted Answer

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Question 12

Episodic memories are likely to become part of a person's long-term memory.

Accepted Answer

Episodic memories are a type of long-term memory that involve the recollection of specific events, experiences, and their contexts. Therefore, it is likely that they will become a part of a person's long-term memory.

Question 13

Define the terms learning and incidental learning.

Accepted Answer

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Question 14

For modeling behavior to occur during observational learning, four conditions must be met. What are those conditions? Be specific in your description.

Accepted Answer

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Question 15

The observational learning process begins with a step called motivation.

Accepted Answer

The observational learning process begins with attention, where the learner focuses on the behavior being observed.

Question 16

When Shira was a young girl, her teacher gave her a sticker every time she earned above 90% on a test. Shira's teacher was using classical conditioning.

Accepted Answer

Shira's teacher was using operant conditioning, which involves reinforcing behavior with rewards or punishments. Classical conditioning involves associating two stimuli together to produce a new learned response.

Question 17

Retrieval is the process whereby we recover information from long-term memory.

Accepted Answer

Retrieval is the process of accessing and bringing to mind previously stored information from long-term memory.

Question 18

Give a brief explanation of cognitive learning.

Accepted Answer

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Question 19

A mother observes her daughter stirring batter in a bowl just the way she does when she bakes. The daughter has modeled her mother's behavior.

Accepted Answer

The daughter has learned from her mother's behavior and is now imitating it while stirring the batter. This is an example of observational learning and modeling.

Question 20

The salience of a brand refers to its degree of pricing flexibility (i.e., frequency of price changes).

Accepted Answer

The salience of a brand refers to its degree of prominence or importance in the consumer's mind, not its pricing flexibility.

Quiz 6: Learning and Memory