Exam 3: Learning and Memory

Some learning theorists maintain that forgetting takes place only through interference, but that decay strengthens the ability of one piece of information to interfere with another. If this is true, which of the following would you expect to find?

How does encoding help determine how a memory will be represented? Provide an example of this.

What is stimulus generalization and why it important to marketers?

Encore Bacon is an economy product that attempts to imitate Maple Leaf Bacon, a premium product. This would be known as:

What is the difference between recall and recognition measures of consumer memory?

What is behavioural learning theory?

Research indicates that it is possible for learning to occur by observation and when we are not trying.

An advertisement for Axe Deodorant shows a young male being chased by a mob of attractive females. The brand is hoping that male consumers will learn to purchase their products via a process of:

In the information-processing approach to memory, ________ refers to how the mind accesses information.

Classical conditioning occurs when people identify with a celebrity or famous person perceived to be of a higher class.

Negative reinforcement occurs when a response is followed by unpleasant events, thereby decreasing the likelihood that a behaviour will be repeated.

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. This is an example of:

The main difference between instrumental and classical conditioning is:

Repeated pairings of CS and UCS over time may lead to a certain level of association, but when the pairings are only occasionally presented, the prior linking effects may disappear completely. This is called:

What is instrumental learning? Why is this important to marketers?

Define masked branding and provide an example.

The market researcher showed Chuck five ads for a new product. Chuck, wanting to please the researcher, agreed that he had seen four of the ads, even though 2 of them were bogus ads. This is an example of:

People who play slot machines play and play and play; this behaviour is difficult to extinguish. They never know when they are going to "hit." This reinforcement schedule is called "variable-interval reinforcement."

One way marketers can trigger nostalgia in an individual is by:

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