Question 1

What is observational learning? How is it related to the notion of cognitive learning?

Accepted Answer

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Question 2

An advertisement for Axe Deodorant shows a young male being chased by a mob of attractive females. The brand is hoping that male consumers will learn to purchase their products via a process of:
A) observational learning.
B) operant conditioning.
C) classical conditioning.
D) shaping.

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Question 3

People who play slot machines play and play and play; this behaviour is difficult to extinguish. They never know when they are going to "hit." This reinforcement schedule is called "variable-interval reinforcement."

Accepted Answer

This behavior is an example of a "variable-ratio reinforcement" schedule, where reinforcement (winning) is given after an unpredictable number of responses (playing the slot machine), not after unpredictable intervals of time.

Question 4

Negative reinforcement occurs when a response is followed by unpleasant events,thereby decreasing the likelihood that a behaviour will be repeated.

Accepted Answer

Negative reinforcement involves the removal of an unpleasant stimulus following a behavior, which increases the likelihood that the behavior will be repeated in the future.

Question 5

What is observational learning? Provide an example.

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Question 6

Matthew served a new wine cooler to guests who complimented his choice. Matthew will be likely to buy that brand again because he now knows that guests will praise his choice. His learning is an example of operant conditioning.

Accepted Answer

This statement describes the process of operant conditioning, where an individual learns from the consequences of their actions or behaviors. In this case, Matthew is likely to repeat his behavior of buying the same brand of wine cooler because he received positive reinforcement (compliments) from his guests.

Question 7

Variable reinforcements result in behaviour that is more difficult to extinguish than that reinforced by fixed schedules. Why? Give an example.

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Question 8

List the four types of learning schedules. Give one marketing example and identify which type of schedule it is.

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Question 9

What is instrumental learning? Why is this important to marketers?

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Question 10

Because cognitive learning has to do with thought,it is not necessary to demonstrate a change in behaviour to measure cognitive learning.

Accepted Answer

Cognitive learning involves understanding, applying, and engaging with new information, which often leads to changes in behavior as a result of increased knowledge or skills, thus behavior change can be a measure of cognitive learning.

Question 11

Perfume ads often show women getting attention and receiving compliments,apparently because of the perfume they are wearing. Jennifer figured out that she was likely to get similar attention if she acted in a similar manner as the women in the ads and used that perfume. In what learning process is Jennifer engaging and will it be effective?

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Question 12

Children who are exposed to new methods of aggression in television shows (e.g.,by cartoon heroes)may try to use these behaviours themselves at a later time. This form of learning is termed "modelling."

Accepted Answer

This statement is true. Modelling is a type of learning in which individuals acquire new behaviors by observing and imitating others. Children who watch TV shows with aggressive characters may learn those behaviors and try to replicate them in their own lives.

Question 13

Define frequency marketing and provide an example of it.

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Question 14

"Shaping" is the term used for learning by imitating the behaviour of others.

Accepted Answer

Shaping refers to the process of reinforcing successive approximations of a desired behavior until the desired behavior is achieved, rather than learning by imitating others.

Question 15

On her first visit to China,Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections and then Jane copied their behaviour. This is an example of:
A) motivated learning.
B) retrieval learning.
C) modelling.
D) automatic conditioning.

Accepted Answer

Jane observed the behaviour of others and then imitated it, which is the definition of modelling. Motivated learning and automatic conditioning relate to internal drives and external stimuli respectively, and do not apply to this scenario. Retrieval learning involves recalling previously learned information, which also does not fit the situation described.

Question 16

What are the three methods used in instrumental conditioning? Provide an example of each.

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Question 17

What is behavioural learning theory?

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Question 18

People apparently do process at least some information in an automatic,passive way,which is a condition that has been termed:
A) mindlessness.
B) the trigger feature.
C) modelling.
D) unconscious learning.

Accepted Answer

Mindlessness refers to a state where individuals process information in an automatic, passive manner without active engagement or critical analysis.

Question 19

Compare and contrast two types of learning that would be classified as behavioural learning.

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Question 20

What are the four conditions of observational learning?

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Quiz 3: Learning and Memory