Question 1

Stimulus generalisation can create a halo effect.

Accepted Answer

Stimulus generalisation occurs when a response is elicited by a similar stimulus to the one originally present during conditioning. The halo effect refers to the tendency for an individual's overall evaluation of a person, object, or company to be influenced by their initial positive or negative impression of that entity. When stimulus generalisation occurs in relation to a certain positive or negative characteristic, it can create a halo effect where the same evaluation is extended to other characteristics or related stimuli.

Question 2

The two major approaches associated with behavioural learning theory are classical conditioning and observational learning.

Accepted Answer

The answer of The two major approaches associated with behavioural...

Question 3

Which type of reinforcement best characterises what an individual would typically experience while fishing?

Accepted Answer

Variable-interval reinforcement is the best choice for fishing because it involves reinforcement after an unpredictable amount of time has passed. When fishing, the amount of time it takes to catch a fish can vary widely, so the reinforcement (i.e. catching a fish) is not tied to a fixed interval or ratio.

Question 4

"It's time for the Christmas shopping list," thought Martha's mother,so she asked Martha for a quick list of her favourite perfumes.Martha gave her mother six names that were all her 'favourite.' This group constitutes Martha's ________ for perfume.

Accepted Answer

The evoked set is the group of brands that the consumer is aware of and considers when making a purchase decision. In this case, Martha's six favourite perfumes represent her evoked set for perfume. Option A) Position set refers to the ranking of brands in consumers' minds, B) Activation set refers to brands that the consumer has recently been exposed to and remembers, and C) Rational set refers to brands that the consumer believes would be logical or practical to purchase based on certain factors such as price, quality, or availability. These options do not fit Martha's situation as she is not ranking the brands (A), basing her choices on recent exposure (B), or choosing based on practical factors (C).

Question 5

Behavioural theorists rely on internal mental states to explain learning.

Accepted Answer

Behavioural theorists focus on observable behaviour and do not consider internal mental states like thoughts or feelings as important in explaining learning.

Question 6

Consumers' attraction to poker machines can be explained by the variable-ratio reinforcement schedule the machines use.

Accepted Answer

The variable-ratio reinforcement schedule used by poker machines, which provides rewards after a random number of plays, is known to be highly effective in producing repeated and persistent behavior in individuals. This is why consumers can be attracted to poker machines even if they are losing more money than they are winning.

Question 7

Cognitive learning theory approaches stress the importance of internal mental processes.

Accepted Answer

Cognitive learning theory emphasizes on the role of mental processes, such as attention, perception, memory, and problem-solving in learning. It focuses on how individuals acquire, process, and store information and how it affects their behavior.

Question 8

Scott thought of himself as a very successful marketer.He created a campaign with a product logo that was very popular and which customers associated with a quality product.It was so popular that in a few months the logo began to appear almost everywhere.Instead of increasing sales of the product,the customer demand began to decrease as competitors' products became more successful.What characteristic of learning was ruining Scott's apparent success?

Accepted Answer

Too much repetition of the logo decreased the strength of the conditioned response (the association between the logo and the quality of the product), leading to extinction of the learned relationship. Customers no longer saw the logo as a cue for a quality product, which led to a decrease in demand.

Question 9

Melissa knows that when she goes to the dentist she must make an appointment,show up on time,bring proof of insurance,and have her teeth cleaned before any other dental services will be performed.With respect to her visit to the dentist,Melissa has learned a schema known as a(n)________.

Accepted Answer

A service script is a type of schema that outlines the steps and expectations of a service experience. It includes the actions necessary to complete the service as well as the order in which they should be done. In this case, Melissa has learned a service script for her dental appointment that includes making an appointment, showing up on time, bringing proof of insurance, and having her teeth cleaned before any other dental services.

Question 10

On her first visit to China,Jane did not know how to pay for the produce she had selected at a market.She watched several Chinese women pay for their selections and then Jane copied their behaviour.In this example,Jane used ________.

Accepted Answer

Jane used modelling, which involves observing and imitating the behavior of others. She observed how the Chinese women paid for their selections and imitated their behavior.

Question 11

According to the definition of learning,how could a researcher ever show that cognitive learning had taken place in a subject?

Accepted Answer

The best way to show cognitive learning has taken place in a subject is by measuring a behavioral change that can be directly tied to a previous experience. This could include changes in how the subject solves problems, retains information, or makes decisions. Removing the conditioned stimulus (A) may show that a subject has been conditioned, but it doesn't necessarily demonstrate cognitive learning. Measuring brainwave patterns (C) may give insight into the neurological processes involved in learning, but it doesn't directly show that cognitive learning has taken place. Relying on intuition (D) is subjective and cannot be used as a reliable method of demonstrating cognitive learning.

Question 12

When a company engages in a 'piggybacking strategy,' it is hoping that customers will be able to discriminate between the company's product and a competitor's product.

Accepted Answer

When a company engages in a piggybacking strategy, it is essentially relying on the reputation and visibility of a well-established brand to sell its own product or service. The idea is to ride on the coattails of the more established brand and hope that customers will associate the piggybacking product with the reputable brand, rather than discriminating between the two.

Question 13

Susan picks and runs her focus groups carefully.She wants to make sure that each focus group member provides meaningful information for her research purpose.As she is examining potential focus group candidates,she notices that three men and two women seem to provide "yes" answers regardless of what she asks them.They seem to want to be on the focus group very badly and appear eager to be 'good subjects.' If Susan follows prudent testing methodology,she should reject these test subjects in order to avoid the possibility of which of the following biases?

Accepted Answer

The behavior of these three men and two women suggests they may be providing answers to please Susan rather than honestly answering her questions. This is known as response bias, and it can have a significant impact on the integrity of the research data. Therefore, to avoid this bias, Susan should reject these test subjects.

Question 14

Samantha is passing down the cereal aisle when she spots a box of Coco Pops cereal featuring 'Coco the Monkey' on the box.She remembers the taste of the cereal and how much fun she had talking to 'Coco' while she ate her cereal as a kid.She buys a box and leaves the cereal aisle without examining any other cereal products.What aspect of the retrieval process did Samantha use in her product search process?

Accepted Answer

The answer of Samantha is passing down the cereal aisle...

Question 15

Secret shoppers may be used by marketers to test the effectiveness of service quality among employees.This is a form of variable-interval reinforcement.

Accepted Answer

Secret shoppers are anonymous people who visit a business to assess the quality of the service given by employees. They are used by marketers to test the effectiveness of service quality among employees. This is a form of variable-interval reinforcement as the employees never know when they may be evaluated, thus increasing the likelihood that they will always provide high-quality service.

Question 16

When Pavlov's famous dogs responded to a bell signalling feeding time,they were exhibiting what is called classical conditioning.

Accepted Answer

Classical conditioning is a type of learning in which a previously neutral stimulus (such as a bell) comes to evoke a response (such as salivation) through its association with a stimulus (such as food) that naturally elicits that response. Pavlov's dogs learned to associate the sound of the bell with the presentation of food, causing them to salivate at the sound of the bell even in the absence of food.

Question 17

As May-Lee considers her purchase of perfume,she shifts back and forth between thinking about claims made by the different brands,remembering ads she has seen,and considering her emotional responses to the various brands.Which of the following processes most accurately describes what May-Lee is going through?

Accepted Answer

May-Lee is going through spreading activation, which refers to the process of accessing and recalling related information stored in memory. In this case, the different claims made by perfume brands, ads she has seen, and her emotional responses are all activating each other in her mind, affecting her decision-making process.

Question 18

Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times.

Accepted Answer

Conditioning effects, such as the development of a conditioned response, become stronger and more likely to occur as the conditioned and unconditioned stimuli are paired repeatedly. This process is known as acquisition.

Question 19

Erika landed a job as an analyst for a small marketing research firm whose task was to observe and probe patient behaviours at a small suburban clinic.In her study,she noticed that many of the patients had a tendency to underestimate the time since their last doctor visit.The memory lapse she observed was due to a memory problem called ________.

Accepted Answer

Telescoping is a memory distortion in which events are either shifted forward in time or backward in time. In this case, patients were underestimating the time since their last doctor visit, which indicates that they were telescoping their memory and perceiving the visit to have occurred more recently than it actually did. Thus, option C is the best fit. Omitting, averaging, and normalizing do not accurately describe the memory distortion observed by Erika.

Question 20

Learning refers to a relatively permanent change in behaviour that is caused by experience.

Accepted Answer

Learning involves a change in behavior, knowledge, or skills that is relatively permanent and is caused by experience. This definition distinguishes learning from temporary changes such as those caused by fatigue or illness, and from changes due to developmental processes, such as aging.

Quiz 3: Learning and Memory