Question 1

Advertising wearout usually happens occurs after the first presentation of an ad.

Accepted Answer

Advertising wearout is the gradual decline in effectiveness of an ad over time due to repeated exposure. It does not happen after the first presentation of an ad.

Question 2

The success of counterfeit products is dependent upon the failure of many customers to apply stimulus discrimination.

Accepted Answer

Counterfeit products often succeed because consumers fail to distinguish them from genuine products, which is a lack of stimulus discrimination.

Question 3

Repetition has not been determined to be a relevant factor in advertising effectiveness.

Accepted Answer

Repetition is a well-established factor in advertising effectiveness, as it helps reinforce the message and increase brand recall among consumers.

Question 4

The part- list cueing effect allows marketers strategically use the interference process.

Accepted Answer

The part-list cueing effect occurs when presenting some items from a list makes it harder to recall other items, allowing marketers to influence consumer recall by highlighting certain products.

Question 5

Classical conditioning occurs when people identify with a celebrity or famous person perceived to be of a higher class.

Accepted Answer

Classical conditioning refers to the process of associating a stimulus with a response, leading to a learned behavior. It does not necessarily involve identification with a celebrity or famous person, and is not limited to perceptions of class.

Question 6

Information about recent brand introductions can be more easily retrieved from memory than about the pioneering brand (the first to enter the market).

Accepted Answer

Pioneering brands often have a first-mover advantage, making them more memorable and easier to retrieve from memory compared to later entrants.

Question 7

Research indicates that marketers are able to distort consumer recall of a product experience.

Accepted Answer

Research in marketing and psychology has shown that marketers can influence and alter consumer memories and perceptions of product experiences through various techniques such as advertising, branding, and promotional strategies.

Question 8

Extinction occurs when a CS is no longer matched with a UCS. This implies that extinction results from learning and not from memory loss.

Accepted Answer

Extinction is a form of learning and occurs when a previously learned association between a conditioned stimulus (CS) and an unconditioned stimulus (UCS) is weakened or eliminated when the CS is repeatedly presented without the UCS. It is not due to memory loss.

Question 9

The information- processing perspective emphasizes the role of associative networks for organizing and processing information in memory.

Accepted Answer

The answer of The information- processing perspective emphasizes the role...

Question 10

Consumers who got food poisoning from eating at Captain Mike's Ship- Ahoy Seafood Grotto will be more likely to avoid that restaurant in the future.

Accepted Answer

Consumers who experience negative outcomes, such as food poisoning, are likely to avoid the source of that negative experience in the future due to a psychological phenomenon known as conditioned taste aversion.

Question 11

Behavioural psychologists who view the mind as a "black box" emphasize the internal thought processes which take place there.

Accepted Answer

Behavioural psychologists focus on observable behaviors and external stimuli, not on internal thought processes.

Question 12

When Erika landed a job as an analyst for a small marketing research firm working for a medical clinic, she noticed that many of the respondents in her study had a tendency to underestimate the time since their last doctor visit. The memory lapse she was dealing with is called telescoping.

Accepted Answer

Telescoping is a memory error where people perceive recent events as being more distant and distant events as more recent, leading to underestimation or overestimation of time intervals.

Question 13

Fixed- interval reinforcement explains why Frequent Flyer programs are so successful.

Accepted Answer

Fixed-interval reinforcement involves rewards given after a set period of time, whereas Frequent Flyer programs typically use a variable-ratio schedule, rewarding customers based on the number of miles flown, which encourages more frequent flying.

Question 14

When Pascal thinks of ice cream he thinks of brands, texture, taste, flavour choice, softness, creaminess, availability, price. He is grouping them according to attributes which are meaningful to him, the product group is called an evoked set.

Accepted Answer

An evoked set refers to the group of brands or products a consumer considers when making a purchase decision, based on attributes that are meaningful to them.

Question 15

According to the information- processing perspective, memory consists of three distinct systems: semantic memory, short- term memory, and long- term memory.

Accepted Answer

The information-processing perspective typically divides memory into sensory memory, short-term memory, and long-term memory, not semantic memory. Semantic memory is a type of long-term memory.

Question 16

If Viva were to add facial tissue to its paper towel line, it would be called a product line extension.

Accepted Answer

A product line extension involves adding new products to an existing product line, such as introducing facial tissues to a paper towel line.

Question 17

Sharon was asked to conduct a free recall test of a sample of potential customers. She did this correctly by showing ads one at a time and asking each respondent if she had seen it before.

Accepted Answer

The answer of Sharon was asked to conduct a free...

Question 18

Over time, Greg forgot the brand name of his first car. This is a result of proactive interference.

Accepted Answer

Proactive interference occurs when older memories interfere with the retrieval of newer information, not the other way around. Forgetting the brand name of his first car would be due to retroactive interference or decay.

Question 19

Although genetics may create some complex behaviour, such as a bird building an intricate nest, this behaviour is not considered to be learned.

Accepted Answer

Genetic predispositions can lead to instinctual behaviors, which are not learned but rather innate, such as a bird's ability to build a nest.

Question 20

Elaborative rehearsal permits information to be transferred from an individual's short- term memory to their long- term memory.

Accepted Answer

Elaborative rehearsal involves associating new information with existing knowledge, which helps encode it into long-term memory.

Quiz 3: Perception