Question 1

When a cat learns to run to the kitchen when it hears the sound of the electric can opener, instrumental conditioning has occurred.

Accepted Answer

Classical conditioning refers to a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction. In this case the cat associates the sound of the can opener with getting food.

Question 2

Henrik has set aside three hours where he will do nothing else but study for his upcoming marketing exam. He turns off his television, phone, and computer because he knows he will not be able to focus on his textbook otherwise. Which element of perception do these actions best represent?
A) concentration
B) comprehension
C) attention
D) categorization
E) sensation

Accepted Answer

Henrik's actions best represent the element of attention, as he is deliberately focusing his mental resources on studying and eliminating distractions that could hinder his ability to concentrate.

Question 3

To be effective, the conditioned stimuli should be presented before the unconditioned stimuli, and the paring of the two should be done consistently and with repetition.

Accepted Answer

This is a basic principle of classical conditioning. The conditioned stimulus should be presented before the unconditioned stimulus in order to establish the association between the two, and this pairing should be consistent and repeated in order to strengthen the association.

Question 4

In instrumental conditioning, discriminative stimuli are stimuli that are differentiated from other stimuli because they alone signal the presence of a reinforcer.

Accepted Answer

Discriminative stimuli are indeed stimuli that signal the presence of a reinforcer, and they are differentiated from other stimuli that do not signal the same reinforcer. This is a key aspect of instrumental conditioning and is critical to the reinforcement process.

Question 5

Which term describes a consumer's immediate response after exposure to a stimulus?
A) sensation
B) cognition
C) affect
D) attention
E) perception

Accepted Answer

Sensation refers to the immediate and direct response of our sensory receptors such as eyes, ears, nose, mouth, and skin, to the external stimuli in the environment. So, after exposure to a stimulus, a consumer's immediate response is referred to as sensation.

Question 6

Shaping is a process through which the desired behavior is altered over time, in small increments.

Accepted Answer

Shaping involves gradually molding a behavior into the desired form by reinforcing successive approximations of that behavior. Therefore, the statement is true.

Question 7

_____ is the purposeful allocation of information processing capacity toward developing an understanding of some stimulus.
A) Exposure
B) Comprehension
C) Sensation
D) Attention
E) Intention

Accepted Answer

Attention refers to the selective allocation of cognitive resources to a specific stimulus in order to comprehend or process it.

Question 8

_____ refers to a change in behavior resulting from the interaction between a person and a stimulus.
A) Habituation
B) Discrimination
C) Categorization
D) Perception
E) Learning

Accepted Answer

Learning refers specifically to a change in behavior caused by an interaction between a person and a stimulus. Habituation refers to a decrease in response to a stimulus over time, whereas discrimination and categorization refer to the organization and differentiation of stimuli. Perception refers to the process by which we interpret sensory information.

Question 9

With classical conditioning, behavior is conditioned through reinforcement.

Accepted Answer

With instrumental conditioning, behavior is conditioned through reinforcement.

Question 10

Negative reinforcement refers to the removal of bad stimuli as a way of encouraging behavior.

Accepted Answer

Negative reinforcement is a method of operant conditioning that involves removing an aversive stimulus in order to increase the likelihood of a desirable behavior being repeated. For example, a child may clean their room to avoid being yelled at by their parent. In this scenario, the removal of the negative stimulus (yelling) reinforces the behavior of cleaning the room.

Question 11

Classical conditioning and cognitive conditioning are two major approaches found in behavioral learning theory.

Accepted Answer

Classical conditioning and instrumental conditioning are two major approaches found in behavioral learning theory.

Question 12

Natalie walked by a bakery and her first response was a feeling of desire for something tasty because of the alluring aroma coming from the store. This immediate response Natalie experienced is called _____.
A) cognition
B) affect
C) perception
D) exposition
E) sensation

Accepted Answer

Sensation refers to the immediate, initial response of our sensory receptors (e.g. smelling the aroma of baked goods) to stimuli in the environment.

Question 13

A consumer's awareness and interpretation of reality is known as _____.
A) perception
B) attention
C) exposure
D) learning
E) cognition

Accepted Answer

Perception refers to the process by which consumers select, organize, and interpret information from their environment. This process influences their attitudes, beliefs, and behaviors.

Question 14

Behaviors often cease when reinforcers are no longer present.

Accepted Answer

Reinforcers are stimuli that increase the likelihood of a behavior being repeated. Without the presence of these reinforcers, the behavior may no longer occur as frequently or stop altogether.

Question 15

Many store brand packages look similar to national name brand packages. This is done with the hope that consumers' awareness of and interpretation of the package design might lead them to think the less expensive store brand is just as good as the more expensive name brand. This is an attempt to influence consumers' _____.
A) exposure
B) affect
C) perception
D) schemata
E) explicit memory

Accepted Answer

The package design is an aspect that shapes the consumers' perception of the product, hoping that they associate it with a higher quality national brand.

Question 16

In instrumental conditioning, all reinforcement must be positive. Otherwise, behavioral change will not occur.

Accepted Answer

Not all reinforcement is positive. Punishers represent stimuli that decrease the likelihood that a behavior will occur again.

Question 17

The first step in the perceptual process is called _____ and refers to process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses.
A) attention
B) exposure
C) comprehension
D) learning
E) retention

Accepted Answer

The first step in the perceptual process is exposure, which is the process of bringing a stimulus within proximity of a consumer's senses. Attention, comprehension, learning, and retention come later in the perceptual process.

Question 18

The cost for a 30-second advertising slot on the Super Bowl was $3 million in 2011, and that's on top of the costs to produce the commercial. Advertisers are spending $3 million to activate which aspect of the consumer perception process?
A) attention
B) comprehension
C) affect
D) exposure
E) cognition

Accepted Answer

Advertisers spend money on Super Bowl ads primarily to ensure exposure, as the event attracts a massive audience, providing a wide reach for their commercials.

Question 19

Mesha read a magazine article and found out that we are supposed to consume 25 grams a fiber a day and that fruits, vegetables, and whole grains are good sources of fiber. The next time she went to the store, she purchased whole wheat bread and more fruits and vegetables than she would have if she hadn't read that article. This change in Mesha's behavior is an example of _____.
A) learning
B) perception
C) habituation
D) cognitive dissonance
E) classical conditioning

Accepted Answer

Mesha's change in behavior is based on new information that she has learned from the magazine article. This fits the definition of learning, which is a change in behavior or knowledge resulting from experience or information. Perception is the process of interpreting sensory information, habituation refers to a decrease in response to a repeated stimulus, cognitive dissonance involves conflicting attitudes or beliefs, and classical conditioning involves learning associations between stimuli. None of these options accurately describe Mesha's behavior change in response to new information about fiber.

Question 20

In classical conditioning, the primary stimulus is the stimulus with which a behavioral response is already associated.

Accepted Answer

This is referred to as the unconditioned stimulus.

Quiz 3: Consumer Learning Starts Here: Perception

When a cat learns to run to the kitchen when it hears the sound of the electric can opener, instrumental conditioning has occurred.

Henrik has set aside three hours where he will do nothing else but study for his upcoming marketing exam. He turns off his television, phone, and computer because he knows he will not be able to focus on his textbook otherwise. Which element of perception do these actions best represent?

To be effective, the conditioned stimuli should be presented before the unconditioned stimuli, and the paring of the two should be done consistently and with repetition.

In instrumental conditioning, discriminative stimuli are stimuli that are differentiated from other stimuli because they alone signal the presence of a reinforcer.

Which term describes a consumer's immediate response after exposure to a stimulus?

Shaping is a process through which the desired behavior is altered over time, in small increments.

_____ is the purposeful allocation of information processing capacity toward developing an understanding of some stimulus.

_____ refers to a change in behavior resulting from the interaction between a person and a stimulus.

With classical conditioning, behavior is conditioned through reinforcement.

Negative reinforcement refers to the removal of bad stimuli as a way of encouraging behavior.

Classical conditioning and cognitive conditioning are two major approaches found in behavioral learning theory.

Natalie walked by a bakery and her first response was a feeling of desire for something tasty because of the alluring aroma coming from the store. This immediate response Natalie experienced is called _____.

A consumer's awareness and interpretation of reality is known as _____.

Behaviors often cease when reinforcers are no longer present.

In instrumental conditioning, all reinforcement must be positive. Otherwise, behavioral change will not occur.

The first step in the perceptual process is called _____ and refers to process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses.

The cost for a 30-second advertising slot on the Super Bowl was $3 million in 2011, and that's on top of the costs to produce the commercial. Advertisers are spending $3 million to activate which aspect of the consumer perception process?

In classical conditioning, the primary stimulus is the stimulus with which a behavioral response is already associated.