Question 1

Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line.This action is known as:
A) product association.
B) product knock-offs.
C) licensing.
D) allowable franchising.

Accepted Answer

The action of Seagull Pewter of Nova Scotia renting the Disney brand name is known as licensing. This means that Seagull Pewter has obtained permission from Disney to use their brand name and produce products featuring Disney characters.

Question 2

A coffee chain could not understand why its new commercial was not successful at improving sales .The commercial,which showed its latte followed by a jingle,had aired for a month on popular television stations.This commercial was not successful because:
A) television advertising is not an effective medium for promoting coffee.
B) jingles are not effective at creating conditioned responses to brands.
C) the commercial should have played the jingle before showing the latte.
D) because the television commercial was shown for a month, any product associations between the jingle and the latte became extinct.

Accepted Answer

C

Question 3

Casual,even unintentional,acquisition of knowledge is called:
A) incidental learning.
B) piggybacking.
C) stimulus-response connections.
D) accidental knowledge.

Accepted Answer

Incidental learning refers to the acquisition of knowledge without conscious effort or intent, through everyday experiences and observations. It can occur when we are exposed to new information or experiences in our environment, and often takes place outside of formal educational settings. Piggybacking, stimulus-response connections, and accidental knowledge do not accurately describe this type of learning.

Question 4

Neutrogena is a well-known brand of shampoo sold in a distinctively shaped unbreakable bottle.A major New York store sells shampoo in a nearly identical-looking bottle with its own name on it.Consumers who purchase the private label brand assuming it shares the product attributes of Neutrogena are showing the influence of:
A) stimulus discrimination.
B) extinction.
C) unconditioned stimulus.
D) stimulus generalization.

Accepted Answer

The scenario describes stimulus generalization, which occurs when a consumer responds to a stimulus similar to the original conditioned stimulus. In this case, the similar stimulus is the nearly identical-looking bottle sold under a different brand name, which leads consumers to make assumptions about its product attributes based on their previous experiences with Neutrogena shampoo.

Question 5

Derek has seen a commercial for a phone company so many times that he no longer pays attention to it.Derek is experiencing:
A) sleeping effect.
B) advertising burnout.
C) advertising wearout.
D) stimulus discrimination.

Accepted Answer

Advertising wearout occurs when a consumer becomes so accustomed to seeing or hearing an advertisement that it no longer has any effect on them. In Derek's case, he has seen the commercial so many times that he no longer pays attention to it, indicating that he is experiencing advertising wearout.

Question 6

Scott thought of himself as a very successful marketer.He created a campaign with a product logo that was very popular and that customers associated with a quality product.It was so popular that,in a few months,the logo began to appear almost everywhere.Instead of increasing sales of the product,the customer demand began to decrease as the competitor's product became more successful.What characteristic of learning was ruining Scott's apparent success?
A) Too much repetition was decreasing the strength of the CS, thus leading to extinction of the learned relationship between the logo and the quality of the product.
B) Customers confused Scott's logo with the logo of Scott's competitor, thus cognitive learning was incomplete and Scott lost customers.
C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule.
D) Scott never provided any positive reinforcement for purchasing his product and thus customers became disinterested in the logo.

Accepted Answer

Too much repetition of the logo may have led to habituation, causing customers to no longer associate the logo with the quality of the product and leading to a decrease in demand. This is an example of associative learning, specifically classical conditioning. Choice B is not supported by the information provided in the scenario as there is no mention of customers confusing Scott's logo with the competitor's. Choice C is also not supported by the scenario as there is no mention of reinforcement schedules. Choice D is not supported by the scenario as the question does not provide any information regarding Scott's reinforcement strategies.

Question 7

What do we call the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but,over time,also causes a similar response because of its association with the first stimulus?
A) operant conditioning
B) learned pairing phenomenon
C) instrumental conditioning
D) classical conditioning

Accepted Answer

The learning described in the question is classical conditioning, which involves pairing a neutral stimulus (the second stimulus mentioned in the question) with an unconditioned stimulus (the first stimulus that elicits a response) to eventually elicit a conditioned response to the previously neutral stimulus. Operant conditioning and instrumental conditioning both involve learning through consequences of behavior, while the term "learned pairing phenomenon" is not a commonly used or recognized term in psychology.

Question 8

Why do companies use the masked branding strategy?
A) to create discernible brand extensions
B) to confuse customers into buying their product instead of buying their competitor's product
C) yo deliberately hide a product's true origin
D) yo facilitate a penetration pricing strategy

Accepted Answer

Companies use the masked branding strategy to deliberately hide a product's true origin. This can be done for a variety of reasons, such as to avoid negative associations with the original brand or to target specific consumer segments with a new brand identity. However, it can also be seen as deceptive if customers are not made aware of the true origin of the product.

Question 9

When Coach became worried about negative associations of Nicole "Snookie" Polizzi using their products,they sent her their competition's products to use instead.Coach was trying to:
A) promote a brand extension.
B) encourage observational learning.
C) weaken the associative learning that may have occurred.
D) encourage cognitive transfer between the two brands.

Accepted Answer

Coach was concerned about negative associations with their brand due to Snookie's reputation, so they sent her their competition's products to weaken any potential associative learning that may have occurred between Snookie and Coach products.

Question 10

You see a humorous commercial for Coca-Cola that has been repeated several times during your favourite TV show.While you are at the grocery store,you see a bottle of Coca-Cola and smile uncontrollably at the products.What is this an example of?
A) classical conditioning
B) instrumentalconditioning
C) subliminal perception
D) incidental learning

Accepted Answer

The humorous commercial for Coca-Cola has been repeatedly shown during the favorite TV show, creating an association in the viewer's mind between the advertisement and the product. This association is a classic example of classical conditioning, where a neutral stimulus (the advertisement) becomes associated with an unconditioned response (laughter) and eventually elicits the same response (smiling) on its own.

Question 11

Another word for learning would be ________.
A) masked behaviour
B) modelling
C) activation
D) conditioning

Accepted Answer

Learning typically involves conditioning, which is the process of changing behavior in response to certain stimuli. Masked behavior is not a synonym for learning, as it refers to behavior that is hidden or kept secret. Modeling and activation are related to learning, but they are not synonyms for the concept.

Question 12

Repeated pairings of CS and UCS over time may lead to a certain level of association,but when the pairings are only occasionally presented,the prior linking effects may disappear completely.This is called:
A) cue-dependent forgetting.
B) decay.
C) retro-conditioning.
D) extinction.

Accepted Answer

This phenomenon is known as extinction, where the association between the conditioned stimulus (CS) and the unconditioned stimulus (UCS) weakens and eventually disappears when the pairings are no longer consistently presented.

Question 13

If consumers repeatedly see TV ads for a "decadent" ice cream (perhaps "Pure Cream and Berries Ice Cream"),they will feel hungry for some in the future when they merely hear the brand name.Their hunger is an example of a/an:
A) conditioning trial.
B) conditioned response.
C) conditioned cue.
D) voluntary action.

Accepted Answer

This scenario describes classical conditioning, where a neutral stimulus (the brand name) becomes associated with a conditioned response (feeling hungry). Therefore, the hungry feeling experienced by the consumers is the conditioned response.

Question 14

__________ is the process of acquiring information and storing it over time so that it will be available when needed.
A) Learning
B) Memory
C) Perception
D) Motivation

Accepted Answer

Memory is the process of acquiring, storing, and retrieving information over time. Learning, perception, and motivation are all factors that can affect the process of creating memories, but memory itself is the actual retention and recall of information.

Question 15

For the second time that day,Karla heard a radio ad announcing 40% off all spring jackets at a downtown Halifax ladies' wear store.She decided to go and check out the sale as a result of the ads.We would conclude that ________ has occurred.
A) vicarious learning
B) coordinated repetition
C) brand loyalty
D) learning

Accepted Answer

Karla's decision to visit the store after hearing the radio ad indicates that she has learned about the sale and its potential benefit to her. This suggests that learning has occurred. The other options do not accurately describe what has been observed in this scenario - vicarious learning involves learning through observation of others, coordinated repetition involves repeating a message frequently from different sources, and brand loyalty refers to a customer's repeated preference for a particular brand.

Question 16

__________ refers to a relatively permanent change in behaviour that is caused by experience.
A) Learning
B) Memory
C) Perception
D) Motivation

Accepted Answer

Learning is a process that involves a relatively permanent change in behaviour. It is caused by experience, which means that as individuals interact with their environment, they acquire new knowledge, skills, and attitudes that can influence their thinking and behaviour. Memory refers to the ability to retain and retrieve information, perception involves the process of interpreting sensory information, and motivation refers to the drive or desire to achieve a particular goal. While these processes may be involved in learning, they are not necessarily the same as learning itself.

Question 17

Juan,while out cycling in Vancouver one day,found himself humming a jingle for farm tractors that he had heard on the radio.He found this surprising,as he had absolutely no interest in farming or tractors.This acquisition of knowledge is known as:
A) vicarious observation.
B) psychological stimulation.
C) subliminal perception.
D) incidental learning.

Accepted Answer

Incidental learning refers to the acquisition of knowledge or skills without any conscious effort or intention to learn. In this scenario, Juan was not actively seeking to learn about farm tractors, but rather he incidentally picked up the jingle while listening to the radio.

Question 18

Recent research shows that a car manufacturer,Grey Motors,is perceived as being "old" by young consumers.To overcome this issue they create a new product line,Flash,and in their advertising materials hide all associations with Grey Motors.This is an example of:
A) activation.
B) brand loyalty.
C) brand equity.
D) masked branding.

Accepted Answer

This is an example of masked branding, as the company is creating a new product line and hiding all associations with the existing brand in order to avoid negative perceptions associated with it.

Question 19

H.J.Heinz Co.markets different food products such as ketchup,pickles,and mustard,all using the Heinz brand name.This is known as:
A) family branding.
B) synchronous branding.
C) common branding.
D) differentiated branding.

Accepted Answer

Family branding is when a company markets different products under the same brand name. Heinz markets ketchup, pickles, and mustard all under the Heinz brand name, making it a family branding strategy. Synchronous branding, common branding, and differentiated branding are not applicable in this scenario.

Question 20

In Pavlov's famous physiological experiments with dogs,he paired a bell with presentation of food.Over a period of time,dogs were observed to start drooling (salivating)when they heard the bell only.What was the conditioned stimulus?
A) skeletal nervous system
B) salivation
C) meat powder
D) bell

Accepted Answer

The bell was the conditioned stimulus. It was previously neutral (meaning it did not elicit a response) but became associated with the presentation of food, leading the dogs to salivate in response to the bell alone.

Quiz 3: Learning and Memory

Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line.This action is known as:

A coffee chain could not understand why its new commercial was not successful at improving sales .The commercial,which showed its latte followed by a jingle,had aired for a month on popular television stations.This commercial was not successful because:

Casual,even unintentional,acquisition of knowledge is called:

Derek has seen a commercial for a phone company so many times that he no longer pays attention to it.Derek is experiencing:

What do we call the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but,over time,also causes a similar response because of its association with the first stimulus?

Why do companies use the masked branding strategy?

When Coach became worried about negative associations of Nicole "Snookie" Polizzi using their products,they sent her their competition's products to use instead.Coach was trying to:

You see a humorous commercial for Coca-Cola that has been repeated several times during your favourite TV show.While you are at the grocery store,you see a bottle of Coca-Cola and smile uncontrollably at the products.What is this an example of?

Another word for learning would be ________.

Repeated pairings of CS and UCS over time may lead to a certain level of association,but when the pairings are only occasionally presented,the prior linking effects may disappear completely.This is called:

If consumers repeatedly see TV ads for a "decadent" ice cream (perhaps "Pure Cream and Berries Ice Cream") ,they will feel hungry for some in the future when they merely hear the brand name.Their hunger is an example of a/an:

__________ is the process of acquiring information and storing it over time so that it will be available when needed.

For the second time that day,Karla heard a radio ad announcing 40% off all spring jackets at a downtown Halifax ladies' wear store.She decided to go and check out the sale as a result of the ads.We would conclude that ________ has occurred.

__________ refers to a relatively permanent change in behaviour that is caused by experience.

Juan,while out cycling in Vancouver one day,found himself humming a jingle for farm tractors that he had heard on the radio.He found this surprising,as he had absolutely no interest in farming or tractors.This acquisition of knowledge is known as:

Recent research shows that a car manufacturer,Grey Motors,is perceived as being "old" by young consumers.To overcome this issue they create a new product line,Flash,and in their advertising materials hide all associations with Grey Motors.This is an example of:

H.J.Heinz Co.markets different food products such as ketchup,pickles,and mustard,all using the Heinz brand name.This is known as:

In Pavlov's famous physiological experiments with dogs,he paired a bell with presentation of food.Over a period of time,dogs were observed to start drooling (salivating) when they heard the bell only.What was the conditioned stimulus?