Question 1

Incidental learning occurs without deliberate effort when a consumer encounters a source of unsought information.

Accepted Answer

Incidental learning happens when an individual acquires knowledge unintentionally or without making a conscious effort to learn, often through casual or random exposure to information.

Question 2

Cognitive psychologists suggest that there are two interrelated memory stores: the short-term memory and the long-term memory.

Accepted Answer

False

Question 3

Iconic memory is a type of sensory memory that holds audio information.

Accepted Answer

Iconic memory is a type of sensory memory that holds visual information, not audio. Audio information is held in echoic memory.

Question 4

A person's span of recall is the number of discrete items that can be held at once in the long-term memory.

Accepted Answer

A person's span of recall refers to the number of discrete items that can be held at once in short-term memory, not long-term memory.

Question 5

Mental completion is a human's tendency to remember incomplete patterns better than complete patterns.

Accepted Answer

This phenomenon is known as the Zeigarnik effect, where people remember uncompleted tasks or interrupted tasks better than completed ones.

Question 6

Retroactive inhibition occurs when earlier learned information hinders later learning of similar information.

Accepted Answer

Retroactive inhibition occurs when newly learned information interferes with the recall of previously learned information.

Question 7

With fixed ratio reinforcement, rewards are administered after a certain time interval elapses, even if several correct responses might have occurred during the time interval.

Accepted Answer

Fixed ratio reinforcement involves delivering a reward after a certain number of correct responses, not based on the passage of time.

Question 8

Punishment is similar to reinforcement because both work through their creation of a stimulus-response link.

Accepted Answer

Both punishment and reinforcement operate on the principle of creating a stimulus-response link, where behavior is modified through the introduction of a stimulus (either adding or removing) to increase or decrease a specific response.

Question 9

Associative learning is based on conditioning.

Accepted Answer

Associative learning involves forming connections between stimuli and responses, typically through conditioning processes such as classical or operant conditioning.

Question 10

Three steps to the cognitive reasoning process are hypothesis generation, hypothesis testing, and hypothesis revision.

Accepted Answer

These three steps are fundamental to the cognitive reasoning process, where an individual generates a hypothesis based on observations, tests this hypothesis through further observation or experimentation, and then revises the hypothesis based on the outcomes of the tests.

Question 11

The silent, mental repetition of a piece of information in short-term memory also referred to as a form of inner speech is __________.
A) Recirculation
B) Maintenance rehearsal
C) Semantic processing
D) Sensory processing
E) Elaborative processing

Accepted Answer

Maintenance rehearsal involves the silent, mental repetition of information to keep it in short-term memory, acting as a form of inner speech to help retain information.

Question 12

Exposure to repeated claims leads to increased belief in those claims is the __________.
A) Mere exposure effect
B) Truth effect
C) Habituation effect
D) Message wearout effect
E) Counterarguing effect

Accepted Answer

The "truth effect" refers to the phenomenon where repeated exposure to a statement increases the likelihood of individuals believing that statement to be true, regardless of its actual veracity.

Question 13

Advertising which is bunched together in one or more short time periods during an advertising campaign, often coinciding with peak buying periods, is __________.
A) Spaced advertising
B) Yield advertising
C) Pulse advertising
D) Flight advertising
E) Massed advertising

Accepted Answer

The answer of Advertising which is bunched together in one...

Question 14

Use of sales promotion, publicity, packaging, and other promotional tools that contain common elements, such as the same selling message, graphic design, and trade character, is __________.
A) Massed advertising
B) Pulse advertising
C) Integrated marketing communications
D) Decay
E) Reminder advertising

Accepted Answer

Integrated marketing communications involve the use of various promotional tools in a coordinated manner to reinforce the marketing message consistently across different channels.

Question 15

A commercial which gets you to imagine yourself driving a brand new 2010 Audi A6 is an example of which principle of learning?
A) Mental completion
B) Covert involvement
C) Semantic generalization
D) Visual imagery
E) Mnemonics

Accepted Answer

The answer of A commercial which gets you to imagine...

Question 16

Toyota's recall on many of its products forced the company to institute a __________ strategy where upper-level executives admitted the company's shortcomings and apologized for them.
A) Mental completion
B) Extinction
C) Reinforcement
D) Semantic
E) Mea culpa

Accepted Answer

The correct term is "Mea culpa," which is a Latin phrase that means "through my fault" and is an acknowledgment of having done wrong. In this context, it refers to Toyota's strategy of admitting mistakes and apologizing for them.

Question 17

When a consumer is asked by a salesperson for a big favor that he or she is expected to refuse and is then offered a lesser option, the salesperson is using what shaping technique?
A) Foot-in-the-door compliance technique
B) Door-in-the face compliance technique
C) Conditioning technique
D) Shape-and-sell technique
E) Up-sell technique

Accepted Answer

The salesperson is using the "Door-in-the-face" compliance technique, where initially making a large request that is expected to be refused makes a smaller request more likely to be accepted.

Question 18

Which consumer learning theory states that the majority of human learning is the product of thinking and problem solving?
A) Cognitive reasoning theory
B) Affective transferor theory
C) Covert learning theory
D) Overt learning theory
E) Operant conditioning theory

Accepted Answer

Cognitive reasoning theory posits that most human learning occurs through thinking and problem-solving processes, emphasizing the role of mental activities in understanding and adapting to the environment.

Question 19

Test-driving a vehicle prior to purchasing it allows for __________.
A) Cognitive learning
B) Mental completion learning
C) Experiential learning
D) Analogical learning
E) Secondary use learning

Accepted Answer

Test-driving a vehicle provides hands-on experience, which is a form of experiential learning. This type of learning involves gaining knowledge through experiences and interactions with the world.

Question 20

What is analogical learning?
A) Finding new uses for an existing product
B) Transferring knowledge from an existing domain to another similar arena
C) Imitation learning
D) Learning through experience
E) Learning through relation
Short-Answer Questions

Accepted Answer

Analogical learning involves transferring knowledge from one domain to another similar domain by identifying relationships and similarities.

Quiz 14: Learning and Memory

Incidental learning occurs without deliberate effort when a consumer encounters a source of unsought information.

Cognitive psychologists suggest that there are two interrelated memory stores: the short-term memory and the long-term memory.

Iconic memory is a type of sensory memory that holds audio information.

A person's span of recall is the number of discrete items that can be held at once in the long-term memory.

Mental completion is a human's tendency to remember incomplete patterns better than complete patterns.

Retroactive inhibition occurs when earlier learned information hinders later learning of similar information.

With fixed ratio reinforcement, rewards are administered after a certain time interval elapses, even if several correct responses might have occurred during the time interval.

Punishment is similar to reinforcement because both work through their creation of a stimulus-response link.

Associative learning is based on conditioning.

Three steps to the cognitive reasoning process are hypothesis generation, hypothesis testing, and hypothesis revision.

The silent, mental repetition of a piece of information in short-term memory also referred to as a form of inner speech is __________.

Exposure to repeated claims leads to increased belief in those claims is the __________.

Advertising which is bunched together in one or more short time periods during an advertising campaign, often coinciding with peak buying periods, is __________.

Use of sales promotion, publicity, packaging, and other promotional tools that contain common elements, such as the same selling message, graphic design, and trade character, is __________.

A commercial which gets you to imagine yourself driving a brand new 2010 Audi A6 is an example of which principle of learning?

Toyota's recall on many of its products forced the company to institute a __________ strategy where upper-level executives admitted the company's shortcomings and apologized for them.

When a consumer is asked by a salesperson for a big favor that he or she is expected to refuse and is then offered a lesser option, the salesperson is using what shaping technique?

Which consumer learning theory states that the majority of human learning is the product of thinking and problem solving?

Test-driving a vehicle prior to purchasing it allows for __________.

What is analogical learning?