Question 1

The spacing effect describes the tendency for consumers to more effectively recall printed material 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 more effectively recalled when learning sessions are spaced out over time, rather than being presented repeatedly in a short period.

Question 2

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

Accepted Answer

Episodic memories are unique and specific personal experiences that are often emotional and sensory. They are usually better retained in long-term memory than other types of memories such as semantic memories (facts and concepts). Therefore, it is true that episodic memories are likely to become part of a person's long-term memory.

Question 3

The book Blink: The Power of Thinking without Thinking presents the argument that we often make snap judgments that result in superior decisions compared to those that we think about a lot because we rely on our "adaptive unconscious" to guide us.

Accepted Answer

The book Blink by Malcolm Gladwell argues that our rapid, intuitive judgments can often lead to better decisions than well-thought-out analysis. This is because our adaptive unconscious processes information quickly and can detect important patterns and insights that we may not consciously be aware of. Therefore, the answer is A, true.

Question 4

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

The answer of A free recall test of a sample...

Question 5

Compare and contrast classical and instrumental (operant) conditioning.

Accepted Answer

The answer of Compare and contrast classical and instrumental (operant)...

Question 6

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 7

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 8

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

Accepted Answer

The answer of Fixed-interval reinforcement explains why airlines' frequent flyer...

Question 9

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

Accepted Answer

The answer of For modeling behavior to occur during observational...

Question 10

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 is a set of products that come to mind when a consumer thinks of a certain product category. The goal of marketing is to ensure that the marketer's product is included in the consumer's evoked set.

Question 11

The observational learning process begins with a step called motivation.

Accepted Answer

The answer of The observational learning process begins with a...

Question 12

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 thinking about and relating new information to preexisting knowledge in order to remember it better. Marketers can use catchy slogans or jingles to help consumers easily relate and remember information about their products or services, thus assisting in the elaborative rehearsal process.

Question 13

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

The answer of The process of stimulus generalization is often...

Question 14

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 observed her mother and imitated the mother's behavior, hence she has modeled her mother's behavior.

Question 15

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

Accepted Answer

Retrieval is indeed the process of getting information stored in long-term memory and bringing it back to consciousness.

Question 16

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 serves as a stimulus for her to recall the ad about Cheerios' heart-healthy benefits, indicating a stimulus-response connection.

Question 17

Give a brief explanation of cognitive learning.

Accepted Answer

The answer of Give a brief explanation of cognitive learning....

Question 18

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 brand awareness and recognition among consumers, not its pricing flexibility.

Question 19

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

Accepted Answer

Hybrid ads, which combine elements of both traditional and digital advertising, have been found to have higher recall rates than either type of ad alone. This suggests that the environment in which a marketing message is viewed can have a significant impact on how well it is remembered.

Question 20

Define the terms learning and incidental learning.

Accepted Answer

The answer of Define the terms learning and incidental learning....

Quiz 3: Learning and Memory