Question 1

It is not necessary that a marketer actually reward a customer directly; ads can be run which show how a model purportedly benefited from use of the product and the consumer will get the message because of cognitive learning.

Accepted Answer

Cognitive learning involves understanding and processing information, so consumers can learn from observing others' experiences, such as in advertisements, without direct rewards.

Question 2

Charlie had an amazing time with his girlfriend at the fair. The emotion he has with that even is entirely positive. Over time, that event will be recalled as being even better than it was.

Accepted Answer

This phenomenon is known as "rosy retrospection," where people tend to remember past events more positively than they actually were.

Question 3

Recent research has moved away from the traditional view that short- term memory and long- term memory are separate memory systems. Instead, the proponents claim, the systems are interdependent. How do these theorists claim information is handled and how do they propose information is stored?

Accepted Answer

The answer of Recent research has moved away from the...

Question 4

When we respond to internal events, then behavioural learning has occurred.

Accepted Answer

Behavioral learning involves changes in behavior due to external stimuli and reinforcement, not internal events.

Question 5

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

Accepted Answer

The answer of Variable reinforcements result in behaviour that is...

Question 6

Consumers tend to organize attribute information by their five sense.

Accepted Answer

Consumers organize attribute information based on cognitive processes and decision-making strategies, not solely by their five senses.

Question 7

Licensing is one form of stimulus generalization applied to marketing strategy.

Accepted Answer

Licensing is a marketing strategy in which a company allows another company to use its intellectual property (such as trademarks, logos, or characters) in exchange for a fee or royalty. This can create stimulus generalization, where consumers see the licensed product and immediately associate it with the original brand.

Question 8

In instrumental conditioning a key point is that punishment is necessary or "instrumental" in learning which behaviours to avoid, whereas in classical conditioning punishment plays no role in learning.

Accepted Answer

In instrumental conditioning (operant conditioning), punishment is used to decrease the likelihood of a behavior, while classical conditioning involves learning through association without the use of punishment.

Question 9

Doug, a marketing director for a movie production company, is planning to study the effectiveness of some recently released television commercials for one of their upcoming films. What are some potential measurement problems he should be aware of?

Accepted Answer

The answer of Doug, a marketing director for a movie...

Question 10

What do learning theorists mean by the term "black box"?

Accepted Answer

The answer of What do learning theorists mean by the...

Question 11

Backward conditioning has been proven to be just as effective as presenting the unconditioned before the conditioned stimulus.

Accepted Answer

Backward conditioning, where the unconditioned stimulus is presented before the conditioned stimulus, is generally less effective than forward conditioning, where the conditioned stimulus precedes the unconditioned stimulus.

Question 12

The idea that rich people drink champagne is an example of semantic meaning.

Accepted Answer

The answer of The idea that rich people drink champagne...

Question 13

Learning is a process which refers to a relatively permanent change in behaviour. What causes learning?

Accepted Answer

The answer of Learning is a process which refers to...

Question 14

We can remember our SIN because the numbers are chunked.

Accepted Answer

Chunking is a memory strategy that involves breaking down information into smaller, manageable units, making it easier to remember, such as grouping numbers in a Social Insurance Number (SIN).

Question 15

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

Accepted Answer

Shaping is not learning by simply imitating others, but rather it is a process of reinforcing behaviors that are closer and closer to the desired behavior, ultimately leading to the development of the desired behavior.

Question 16

Barry is a marketing director for a car manufacturer and is about to engage in a "piggybacking strategy". He is hoping that customers will be able to discriminate between the company's product and the competitor's product.

Accepted Answer

A piggybacking strategy involves leveraging the success or popularity of another product or brand, often leading to less differentiation between the two.

Question 17

"Attractiveness" in cognitive learning theory refers specifically to the aesthetic beauty of the stimulus, usually a human model in advertising.

Accepted Answer

In cognitive learning theory, "attractiveness" refers to the appeal or likability of a stimulus, which can include factors beyond aesthetic beauty, such as relatability or credibility.

Question 18

The concept of levels of meaning is consistent with activation models of memory.

Accepted Answer

Activation models of memory suggest that information is stored in a network of interconnected nodes, and the levels of meaning can influence how strongly these nodes are activated, affecting recall and recognition.

Question 19

What are the components of observational learning?

Accepted Answer

The answer of What are the components of observational learning?...

Question 20

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?

Accepted Answer

The answer of Measuring memory for marketing stimuli is often...

Quiz 3: Perception