Deck 3: Perception

Question 1

The type of memory that processes stimuli by such attributes as their colour, taste, smell, or shape is relying on:

A) physiological memory
B) episodic memory
C) sensory meaning
D) semantic meaning
E) flashbulb memory

Answer 1

C

Question 2

The belief that if you gamble long enough (e.g., on a slot machine), you will eventually win shows an understanding of which type of reinforcement scheduling:

A) fixed- ratio
B) variable- ratio
C) intermittent- ratio
D) variable- interval
E) fixed- interval

Answer 2

B

Question 3

Donalda was stopped in the mall by a market researcher, who asked her what ads she had seen on TV the evening before. This is an example of:

A) recognition tests
B) free recall tests
C) short- term memory test
D) retrieval test
E) observational learning test

Answer 3

B

Question 4

Another word for learning would be _.

A) activation
B) brand equity
C) modeling
D) masked behaviour
E) conditioning

Question 5

The two basic measures of advertising impact used in the industry are:

A) reliability and recall
B) power and persuasiveness
C) readership and remembrance
D) recognition and recall
E) test- retest recall

Question 6

Recent research shows that a car manufacturer, Gray 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 Gray Motors. This is an example of:

A) brand loyalty
B) learning
C) masked branding
D) activation
E) brand equity

Question 7

Martin is a member of an on- line buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases. This is known as a form of:

A) frequency marketing
B) uncontrolled purchases
C) stimulus reward
D) conspicuous consumption
E) approved behaviour

Question 8

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) punishment
B) retrieval learning
C) automatic conditioning
D) motivated learning
E) modelling

Question 9

Cognitive learning theory:

A) does not view people as problem- solvers
B) requires repeated trial- and- error behaviours
C) stresses the importance of internal mental processes
D) does not permit an individual to control his response to a stimulus
E) requires punishment as a shaper of learning

Question 10

In advertising research, a tendency of consumers to use middle values of a range, omitting extremes, to express their ratings is known as:

A) identification
B) averaging
C) compensating
D) chunking
E) normative social behaviour

Question 11

With respect to the information processing approach to memory formulation, in the _ stage, information is entered in a way the system will recognize.

A) encoding
B) feedback
C) retrieval
D) storage
E) decoding

Question 12

Which of the following is NOT a marketing strategy based upon stimulus generalization:

A) licensing
B) family branding
C) product line extensions
D) stimulus discrimination
E) look- alike packaging

Question 13

When Greg thinks of soft drinks he immediately thinks of Coca- Cola. For Greg, Coca- Cola is a brand.

A) spontaneous
B) state- dependent
C) proactive
D) triggered
E) salient

Question 14

Activation models of memory consider that knowledge is coded at varying levels of complexity. The lowest level of complexity, stored in nodes, is called:

A) schemas
B) meaning concepts
C) propositions
D) scripts
E) beliefs

Question 15

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) Scott never provided any positive reinforcement for purchasing his product and thus, they became disinterested in the logo
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) 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.
E) Over time the logo became boring, and customers punished Scott's company by buying the competitor's product as a type of revenge for their boredom.

Question 16

One way for marketers to trigger nostalgia in an individual is by:

A) having the marketer's product present in their evoked set
B) emphasizing product attributes in their advertising materials
C) introducing a retro brand
D) creating a new fashionable trend
E) increasing brand equity

Question 17

Jessica has decided to purchase a new, long- lasting form of lipstick that has a distinctive look. Many friends compliment her on how good it looks on her. She will probably keep buying this due to:

A) unconditioned response
B) positive reinforcement
C) social justification
D) competitive differentiation
E) hedonistic consumption

Question 18

People are better able to retrieve information if their internal state is the same at the time of recall as it was when they learned the information, a phenomenon called:

A) environmental influence
B) salience
C) mood congruence effect
D) physiological retrieval influence
E) familiarity

Question 19

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) cue- dependent forgetting
B) instrumental conditioning
C) learned pairing phenomenon
D) operant conditioning
E) classical conditioning

Question 20

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. The reason this commercial was not successful was because:

A) The commercial should have played the jingle before showing the latte
B) Jingles are not effective at creating conditioned responses to brands
C) Television advertising is not an effective medium for promoting coffee
D) The commercial also needed to have a person drinking the latte for it to be believable
E) Because the television commercial was shown for a month, any product associations between the jingle and the latte became extinct

Question 21

The market researcher showed Chuck five ads for a new product. Chuck, wanting to please the researcher, agreed that he had seen four of the ads, even though 2 of them were bogus ads. This is an example of:

A) telescopic bias
B) omitting bias
C) short- term bias
D) averaging bias
E) response bias

Question 22

Some learning theorists maintain that forgetting takes place only through interference, but that decay strengthens the ability of one piece of information to interfere with another. If this is true, which of the following would you expect to find?

A) A new brand name is more likely to be forgotten if it is matched with names of brands learned a month ago than if it is matched with brand names learned yesterday.
B) Retroactive and proactive interference would be equally strong as agents of forgetting.
C) Learning a new phone number would be more likely to cause you to forget your last phone number, but not the phone number you had before that one.
D) Using brand names that comprise frequently used words will reduce the likelihood of interference
E) Retroactive interference would be stronger for an old memory than would proactive interference.

Question 23

When Stephanie thought of perfume, she thought of Chanel, French, Catherine Deneuve, expensive, alluring, elegant. This is her:

A) activation model
B) node detection
C) schema
D) network
E) evoked set

Question 24

Some drug and grocery stores have cards whereby customers can collect points for purchases. Certain levels of points result in some sort of reward. This is an example of which kind of reinforcement:

A) extinction
B) fixed- interval
C) variable- ratio
D) fixed- ratio
E) variable- interval

Question 25

According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject?

A) By measuring a behavioural change that could directly be tied to a previous experience
B) The researcher would have an intuitive feel for the amount of learning the subject had experienced.
C) Through the process of elimination - by showing that the person had not learned through classical or instrumental conditioning.
D) Only by asking the subject if he or she had learned something
E) By measuring the brainwave pattern of the subject

Question 26

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) Pavlov himself
C) salivation
D) bell
E) meat powder

Question 27

Combining small pieces of information into larger ones to help in processing is called:

A) collapsing
B) chunking
C) retrieving evoked set
D) organizing bytes
E) elaborative rehearsing

Question 28

Ping, a senior, was having a problem remembering a phone number that was just given to him by a friend. This problem with his retrieval ability is:

A) von Restorff effect
B) mood congress effect
C) physiological
D) psychological
E) perceptual

Question 29

Another term for information that a person has learned and retained about products and services is:

A) external memory
B) unipolar memory
C) feedback memory
D) free association memory
E) internal memory

Question 30

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) brand loyalty
B) behavioural learning
C) coordinated repetition
D) differential stimulation
E) vicarious learning

Question 31

The ability of abstract brand names (e.g., IBM) to acquire sometimes powerful meanings capable of evoking strong consumer loyalty is consistent with the application of learning principles to marketing.

A) operant conditioning
B) instrumental conditioning
C) classical conditioning
D) cognitive transfer
E) modelling

Question 32

If gambling is maintained by variable- ratio reinforcement, what type of reinforcement would best characterize fishing?

A) fixed- ratio
B) mixed- ratio
C) fixed- variable
D) variable- interval
E) fixed- interval

Question 33

During the first three months after their launch of a new peanut butter product, a company uses techniques such as give- aways, supermarket demonstration and tasting, coupons for 30 percent off the retail price, and finally coupons for 15 percent off the retail price. This is illustrative of a process called:

A) cognitive awareness
B) stimulus reward
C) negative reinforcement
D) training
E) shaping

Question 34

Almost any technique that increases the novelty of a product, such as the L'eggs pantyhose distinctive packaging, also improves its recall. This reference to the product's level of activation in memory is known as:

A) the script
B) the von Restorff effect
C) the mood congruence effect
D) the physiological retrieval influence
E) familiarity

Question 35

According to the information- processing perspective, an attentional gate:

A) chunks information within the short- term memory
B) links sensory memory to long- term memory
C) bridges access from the external world to the sensory memory, the first level of attention
D) links sensory memory to short- term memory
E) connects the episodic memory to the "store house" of flashbulb memory

Question 36

If consumers repeatedly see TV ads for a "decadent" ice cream (perhaps "1890's 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) conditioned cue
B) conditioning trial
C) voluntary action
D) unconditioned response
E) conditioned response

Question 37

Deliteful Donuts mentions its main competitor in its ads. This can result in:

A) recognition and recall
B) the von Restorff effect
C) poorer recall for its own brand
D) the mood congruence effect
E) the recall of other brands can be improved

Question 38

With respect to pictorial versus verbal cues, is one picture worth a thousand words? What does available data tell us?

A) We are more likely to recognize information presented in verbal form at a later time.
B) No conclusions can be drawn with respect to this issue.
C) Verbal and pictorial cues are basically equal.
D) We are more likely to recognize information presented in picture form at a later time.
E) Verbal cues are stronger over time.

Question 39

The beer company chose to advertise during a TV drama, because of all of the following, EXCEPT:

A) shows with continuous activity fare better for recall
B) the environment of the message affects recall
C) ads in stop and go sports have low recall
D) pacing in some sports allows attention to wander
E) shows punctuated with a series of acts are good for recall

Question 40

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) differentiated branding
C) common branding
D) synchronous branding
E) competitive branding

Question 41

Memory based upon the symbolic associations which consumers make between ideas and product use (e.g., that virile men drive sports cars) is typically a function of:

A) physiological memory
B) episodic memory
C) sensory meaning
D) external memory
E) semantic meaning

Question 42

Kraft Foods of Canada is considering getting into the toilet paper business, which would be a new product for them to market. This strategy is known as:

A) brand variation
B) conditioned response appeal
C) product modification
D) product line extension
E) corporate repositioning

Question 43

A group of products recalled by consumers as sharing some attribute or quality are called:

A) a previously purchased set
B) a hierarchical set
C) an evoked set
D) a stimulated set
E) a recognition product set

Question 44

Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a knowledge technique known as a .

A) service script
B) maturation process
C) cognitive displacement process
D) competitive distinction process
E) punishment avoidance technique

Question 45

Consumers can shift between and among levels of meaning in memory as the need arises during the process called:

A) memory trace
B) risky shift hypothesis
C) node transfer
D) need- cue memory recall
E) spreading activation

Question 46

Learning produces structural changes in the brain; when these structural changes simply go away over time, the phenomenon is termed:

A) interference
B) decay
C) memory lapse
D) retroactive inhibition
E) brain damage

Question 47

One of the purposes of sensory memory is to hold sensations long enough for the brain to process them. The sensory information from various modalities (sight, hearing, etc.) is held for differing lengths of time, corresponding to the amount of information carried by a modality in a set period of time, before they are deleted. Knowing this, a researcher would expect information to be held longer in sensory memory than information.

A) hearing; visual
B) touch; hearing
C) visual; hearing
D) visual; touch
E) hearing; touch

Question 48

Car ads featuring attractive women have been found to be effective because the woman is:

A) a trigger feature
B) masking other effects
C) modelling
D) mindless
E) vicarious

Question 49

The main difference between operant and classical conditioning is:

A) under classical conditioning, people learn by watching the actions of others, while under operant conditioning, people learn involuntarily
B) the difference is based on the degree to which people are exposed to a stimulus
C) under classical conditioning, people learn involuntarily, while under operant conditioning people learn by watching the actions of others
D) under classical conditioning, people learn deliberately, while under operant conditioning, people learn involuntarily
E) under classical conditioning, people learn involuntarily, while under operant conditioning, people learn deliberately

Question 50

How are unipolar emotions and mixed emotions different?

A) Mixed emotions are either wholly positive or wholly negative, while unipolar emotions have both positive and negative components.
B) Mixed emotions have both positive and negative components, while unipolar emotions are either wholly positive or wholly negative.
C) Mixed emotions lead to better recall of a situation than unipolar emotions.
D) Mixed emotions are not measurable, whereas unipolar emotions are easy to measure.
E) They are not different - they refer to the same thing.

Question 51

In the information- processing approach to memory, one could think of the storage stage as being similar to a:

A) butterfly
B) boomerang
C) warehouse
D) kaleidoscope
E) wheel

Question 52

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) allowable franchising
C) product knock- offs
D) stimulus acquisition
E) brand licensing

Question 53

In relation to a person's memory, all of the product details on the package for a household cleaner would be known as:

A) external memory
B) free association memory
C) feedback memory
D) internal memory
E) unipolar memory

Question 54

Lane was required to do a research project for a marketing class. He selected 100 people and put them into two groups at random. Everyone in both groups tasted a candy made in Turkey. The candy was not as sweet as the subjects expected. The first group then saw an ad that emphasized how sweet the candy was compared to other candy from Turkey. The second group did not see the ad. According to the postexperience advertising effect, what difference between the two groups should Lane expect?

A) The postexperience advertising effect would give Lane no information to form an expectation.
B) Both groups will report the candy as being equally sweet
C) The second group will state that the candy is sweeter than will the first group.
D) The first group will state that the candy is sweeter than will the second group.
E) Both groups will report the candy as being not sweet.

Question 55

The Campbell Soup Company recently has started using "the Campbell Kids" again in their ads. They and other companies doing similar revivals reflect the power of:

A) the "wonder years" effect
B) the "hilltop reunion" effect
C) persuasive embed
D) recognition
E) nostalgia

Question 56

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) unconditioned stimulus
B) operant conditioning
C) stimulus generalization
D) stimulus discrimination
E) extinction

Question 57

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, called:

A) retro- conditioning
B) S- R repetition
C) extinction
D) cue- dependent forgetting
E) decay

Question 58

The process of acquiring information and storing it over time so that it will be available when needed is:

A) chunking
B) attentional gate
C) retrieval
D) memory
E) information acquisition

Question 59

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

A) advertising wearout
B) stimulus discrimination
C) advertising burnout
D) advertising mutation
E) sleeping effect

Question 60

Another name for instrumental conditioning is _ .

A) classical conditioning
B) cognitive conditioning
C) vicarious conditioning
D) operant conditioning
E) reward conditioning

Question 61

When Pantene added a line of conditioners, this was an example of .

Question 62

Most of us recall the first time we drove a car. These especially vivid associations are termed .

Question 63

When Muriel smells roses she immediately recalls her wedding day, which was held in a rose garden. This is an example of sensory memory.

Question 64

takes place between short- term memory and long- term memory. It is the process which involves thinking about the meaning of a stimulus and relating it to other information already in memory.

Question 65

Sherri has learned to expect a certain sequence of events when she goes to the doctor. She may become uncomfortable if the actual service differs from the:

A) script
B) intention
C) proposition
D) node
E) meaning concept

Question 66

In a typical test, subjects are shown ads one at a time and asked if they have seen them before.

A) reliving
B) recognition
C) recovery
D) remembrance
E) recall

Question 67

Chloe is more than five years older than her small two- year- old sister. Chloe must be sure that she does not do bad things in front of her sister, because she always imitates her behaviour. This is termed .

Question 68

When Mary is asked to participate in market research surveys, she has a tendency to try and please the researcher. Mary's behaviour is a form of response bias.

Question 69

"Working memory" is another name for:

A) long- term memory
B) episodic memory
C) elaborative rehearsal
D) short- term memory
E) sensory memory

Question 70

Every time Mrs. Pritchard had her hair done by a certain stylist she received lots of compliments, so she continued to frequent the salon where this stylist worked. This is an example of _ _.

Question 71

The tendency of a store brand to get high sales due to its similarity to the national brand it is imitating is known as stimulus assimilation.

Question 72

Heinz is famous for its pickles, barbecue sauce, ketchup, etc. Putting the family brand name on the entire line enables the marketer to take advantage of consumers' existing positive associations with the company name. This strategy is based upon which classical conditioning principle?

Question 73

Juan, while out cycling in Vancouver one day, finds himself humming a jingle for farm tractors that he 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) knowledge acquisition
B) vicarious observation
C) psychological stimulation
D) incidental learning
E) subliminal perception

Question 74

When an individual learns to perform behaviours which gain rewards and avoid behaviours which lead to negative results, the process is called .

Question 75

"The working memory" is another name for _ _.

Question 76

In the information- processing approach to memory, refers to how the mind accesses information.

A) retrieval
B) decoding
C) feedback
D) storage
E) encoding

Question 77

If a company portrays someone as being a "loser" due to not drinking a certain brand of beer, they are using to strengthen responses.

A) acquired assumption
B) controlled response
C) frequency marketing
D) negative reinforcement
E) positive reinforcement

Question 78

Techniques that increase the novelty of a stimulus and also improve recall can result in the
.

Question 79

Casual, even unintentional, acquisition of knowledge is called:

A) incidental learning
B) accidental knowledge
C) stimulus- response connections
D) memorization
E) piggybacking

Question 80

Encore Bacon is an economy product that attempts to copy Maple Leaf Bacon, a premium product. This would be known as:

A) duplicated competitive variation
B) look- alike packaging
C) stimulus- response distortion
D) competitive variation
E) unfair competition