Question 1

The process through which the desired behavior is altered over time, in small increments is called _____.

Accepted Answer

Shaping is a process through which the desired behavior is achieved by breaking it down into smaller steps, each one being reinforced until the entire behavior is learned. This process involves shaping the behavior gradually, through successive approximations. Classical conditioning involves learning by association between an unconditioned stimulus and a neutral stimulus, while discriminating involves distinguishing between similar stimuli. Reinforcing refers to the delivery of a stimulus or consequence that increases the likelihood of the behavior being repeated, and alternating refers to switching between two or more options or behaviors.

Question 2

Barry is really interested in wine, so he is likely to pay attention to advertisements and articles about this product. That's because knowing more about this product is very relevant to him. Which of the following factors will most likely cause Barry to pay attention to a wine advertisement?

Accepted Answer

Barry's involvement with the product category (wine) is the most relevant factor that will cause him to pay attention to a wine advertisement. This means that he is likely to have a natural interest in learning more about the product and will actively seek out information. Bold colors, celebrity endorsers, pictures of many bottles of wine, and subtle persuasion techniques may catch his attention momentarily but are not likely to keep him engaged unless the ad contains information that is relevant and valuable to him.

Question 3

Most consumers set out to specifically learn information about cars before making a purchase. Many search the Internet and visit dealerships before deciding which one to purchase. What type of learning does this represent?

Accepted Answer

This represents intentional learning because the consumers are actively seeking out information about cars before making a purchase decision.

Question 4

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

Accepted Answer

The unconditioned stimulus is the one that naturally and automatically triggers a response without any prior learning.

Question 5

Which of the following represent stimuli that decrease the likelihood that a behavior will occur again?

Accepted Answer

Punishers are stimuli that decrease the likelihood that a behavior will occur again. Discriminators are stimuli that signal the availability of reinforcement, shapers are stimuli that guide behavior towards a desired outcome, conditioners are not a recognized term in behaviorism, and alternators are not relevant to the question.

Question 6

Advertisements that feature special promotions, such as buy-one-get-one-free offers, represent marketing examples of _____ because they essentially signal that a type of reward will occur if a behavior is performed.

Accepted Answer

Discriminative stimuli are cues that signal certain consequences, such as rewards, for performing a desired behavior. Advertisements that feature special promotions, like buy-one-get-one-free offers, are examples of discriminative stimuli because they signal that a reward will occur if a certain behavior (i.e. purchasing the promoted product) is performed.

Question 7

_____ refers to a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction.

Accepted Answer

Classical conditioning refers to a change in behavior that occurs simply through associating some stimulus (conditioned stimulus) with another stimulus that naturally causes a reaction (unconditioned stimulus). Over time, the initial neutral stimulus becomes associated with the natural response and can evoke the same response without the natural stimulus being present.

Question 8

Which perspective focuses on the cognitive processes associated with comprehension that leads to consumer learning?

Accepted Answer

The information processing perspective focuses on how the cognitive processes involved in comprehension lead to consumer learning. This perspective emphasizes that consumers actively engage in learning and use prior knowledge and experiences to understand and interpret new information.

Question 9

Tanya only bought a certain brand of soft drink when she had a coupon for it. Because she only purchased that brand when she was rewarded for doing so and ceased purchasing it when the reward was no longer present, this is an example of _____.

Accepted Answer

This is an example of extinction because Tanya stopped buying the soft drink when the reward (coupon) was no longer available, indicating that the behavior was not maintained without the incentive.

Question 10

In which type of unintentional learning is behavior conditioned through reinforcement?

Accepted Answer

Instrumental conditioning, also known as operant conditioning, involves learning through reinforcement or punishment for a particular behavior. In this type of unintentional learning, behavior is strengthened or weakened depending on the consequence that follows it.

Question 11

Which of the following refers to the removal of bad stimuli as a way of encouraging behavior?

Accepted Answer

Negative reinforcement refers to the removal of aversive stimuli in response to a desired behavior, which increases the likelihood of that behavior being repeated in the future. Punishment involves the opposite effect, as it involves introducing an aversive stimuli to decrease the likelihood of a behavior being repeated. Nonconditioner and extinguisher are not terms commonly used in behavioral psychology. Positive reinforcement involves the introduction of a desired stimulus to encourage behavior.

Question 12

Natalie was trying to house train her new puppy, Beaux, so every time he "did his business" outside, she praised him for being such a good dog and gave him a treat. Beaux eventually learned the behavior Natalie desired and was soon able to let her know when he had to go outside to relieve himself. This type of conditioning through reinforcement is known as _____.

Accepted Answer

Instrumental conditioning, also known as operant conditioning, is a type of learning where behaviors are strengthened or weakened depending on the consequences that follow them. In this case, Beaux's behavior of going outside to relieve himself was reinforced with praise and a treat, which strengthened the behavior and made it more likely to occur in the future. Classical conditioning, on the other hand, involves learning through association of two stimuli and is not relevant in this scenario. Positive conditioning, repetitive conditioning, and discriminant conditioning are not commonly used or recognized terms in psychology.

Question 13

Which of the following statements is FALSE regarding enhancing consumers' attention?

Accepted Answer

This statement is false. In general, the more involving an object, the greater the chance that the object will be attended to, because the consumer is more engaged with the stimulus.

Question 14

Two major approaches found in behavioral learning theory are _____.

Accepted Answer

Behavioral learning theory includes two major approaches: classical conditioning and instrumental conditioning. Classical conditioning involves associating a neutral stimulus with a meaningful stimulus to elicit a response. Instrumental conditioning involves learning through consequences, such as rewards or punishments.

Question 15

Which of the following often take the form of some type of reward?

Accepted Answer

Positive reinforcers are stimuli that increase the frequency or probability of a behavior when they are presented immediately following that behavior. They often take the form of some type of reward, such as food, praise, or money. Conditioners are substances used to improve the quality or appearance of something. Discriminators are stimuli that signal the availability of reinforcement or punishment. Shapers are used to gradually shape a behavior to the desired final shape. Nonpunishers do not decrease the likelihood of a behavior.

Question 16

Sandra and her husband are considering the purchase of a new washer and dryer. They don't know much about high efficiency appliances, so they search the Internet, talk to friends and family, and visit several stores to enable them to make a good decision. Sandra and her husband are engaged in _____ learning.

Accepted Answer

Sandra and her husband are actively seeking out information and resources to learn about high efficiency appliances, which indicates they are engaged in intentional learning.

Question 17

Which theory of learning focuses on changes in behavior that occur through responses to stimuli without concern for the cognitive mechanics of the process?

Accepted Answer

The behaviorism approach to learning focuses on changes in behavior that occur through responses to stimuli without concern for the cognitive mechanics of the process. This approach emphasizes observable behaviors and reinforces the use of positive or negative reinforcement to shape behaviors.

Question 18

Mary's cat learned to associate the sound from the electric can opener with being fed, so every time Mary used the can opener, her cat would run into the kitchen. In terms of classical conditioning, the electric can opener is the _____

Accepted Answer

The electric can opener is the conditioned stimulus because it is the previously neutral stimulus that has become associated with the unconditioned stimulus (being fed) through repeated pairings, leading to a conditioned response (the cat running into the kitchen).

Question 19

_____ refers to the personal relevance toward, or interest in, a particular product.

Accepted Answer

Involvement refers to the extent to which a consumer feels personally connected to a product or service, and how much effort they are willing to put into the decision-making process. It is a measure of personal relevance or interest in a product.

Question 20

With which type of learning do consumers simply sense and react (or respond) to the environment?

Accepted Answer

Unintentional learning, also known as incidental learning, occurs when consumers pick up information and stimuli from their environment without actively trying to learn or gain knowledge. They simply sense and react or respond to the information presented to them.

Quiz 3: Consumer Learning Starts Here: Perception