Question 1

Variable reinforcements result in behavior that is more difficult to extinguish than fixed schedules. Why?

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Question 2

Why would short-term memory be greatly impaired, or perhaps made impossible, without sensory memory?

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Question 3

Measuring memory for marketing stimuli is often difficult. Discuss the differences between recognition and recall. Give examples of methods for testing each form. Which one is thought to be the more reliable measure of memory?

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Question 4

Discuss what stimulus generalization and stimulus discrimination are and present an example of each that is relevant to the field of marketing.

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Question 5

An important factor in instrumental (operant) conditioning is the set of rules by which appropriate reinforcements are given for a behavior. The chapter discusses four possible schedules of reinforcement. Briefly describe each schedule and give a short example. Be sure to use the proper terminology for each schedule.

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Question 6

Jason heard an old but familiar song that reminded him about a summer in Austria when he was in college. As he thought more about his summer of the past, a flood of memories came rushing back. Describe what was happening to Jason in terms of memory markers. What specific term is used to describe the process whereby his memories came flooding back?

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Question 7

Gradually changing the package of a product that depends heavily on brand loyalty can be successful if each change is minor. Over the course of a year or more the package may change totally in appearance without offending or confusing brand loyal customers. What factors influencing forgetting allow this marketing strategy to work?

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Question 8

Why isn't the behavioral change associated with breaking a bone typically considered to be learning?

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Question 9

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

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Question 10

People have a tendency to more effectively remember ads that are unusual than ads that are not. Why? What is this phenomenon called?

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Quiz 3: Learning and Memory