Question 1

Define what classical conditioning is and explain why it is important to marketers.

Accepted Answer

Classical conditioning occurs when a sti

Question 2

Psychologists describe a new phenomenon known as the Google effect, the tendency for people to rely too heavily on the ability to readily access content online and, as a result, to be less likely to remember certain details.

Accepted Answer

A) True 
 B)False

Question 3

Variable reinforcements result in behaviour that is more difficult to extinguish than that reinforced by fixed schedules. Why? Give an example.

Accepted Answer

May vary depending on example used.
Vari

Question 4

Activation models of memory consider that knowledge is coded at varying levels of complexity. The lowest level of complexity, stored in nodes, is called:

Accepted Answer

A)  meaning concepts. 
B)  propositions. 
C)  schemas. 
D)  scripts. 
A)  meaning concepts. 
B)  propositions. 
C)  schemas. 
D)  scripts.

Question 5

Which of the following is NOT a marketing strategy based upon stimulus generalization?

Accepted Answer

A)  look-alike packaging 
B)  masked branding 
C)  product line extensions 
D)  family branding 
A)  look-alike packaging 
B)  masked branding 
C)  product line extensions 
D)  family branding

Question 6

Compare and contrast two types of learning that would be classified as behavioural learning.

Accepted Answer

Classical conditioning occurs when a sti

Question 7

Give an example of classical conditioning, listing the correct terminology for the elements in the process.

Accepted Answer

May vary given the example used.
Pavlov

Question 8

What is nostalgia? How do marketers use nostalgia?

Accepted Answer

Nostalgia is a bittersweet emotion in wh

Question 9

Donalda was stopped in the mall by a market researcher, who asked her what ads she had seen on TV the evening before. This is an example of:

Accepted Answer

A)  recognition tests. 
B)  short-term memory tests. 
C)  recall tests. 
D)  observational learning tests. 
A)  recognition tests. 
B)  short-term memory tests. 
C)  recall tests. 
D)  observational learning tests.

Question 10

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

Accepted Answer

A)  only by asking the subject if he or she had learned something 
B)  by measuring a behavioural change that could directly be tied to a previous experience 
C)  by measuring the brainwave pattern of the subject 
D)  through the process of elimination-by showing that the person had not learned through classical or instrumental conditioning 
A)  only by asking the subject if he or she had learned something 
B)  by measuring a behavioural change that could directly be tied to a previous experience 
C)  by measuring the brainwave pattern of the subject 
D)  through the process of elimination-by showing that the person had not learned through classical or instrumental conditioning

Question 11

Children who are exposed to new methods of aggression in television shows (e.g., by cartoon heroes) may try to use these behaviours themselves at a later time. This form of learning is termed "modelling."

Accepted Answer

A) True 
 B)False

Question 12

For the second time that day, Karla heard a radio ad announcing 40% off all spring jackets at a downtown Halifax ladies' clothing store. She decided to go and check out the sale as a result of the ads. We would conclude that ________ has occurred.

Accepted Answer

A)  vicarious learning 
B)  coordinated repetition 
C)  brand loyalty 
D)  learning 
A)  vicarious learning 
B)  coordinated repetition 
C)  brand loyalty 
D)  learning

Question 13

If consumers repeatedly see TV ads for a "decadent" ice cream (perhaps "Pure Cream and Berries Ice Cream"), they will feel hungry for some in the future when they merely hear the brand name. Their hunger is an example of a:

Accepted Answer

A)  conditioning trial. 
B)  conditioned response. 
C)  conditioned cue. 
D)  voluntary action. 
A)  conditioning trial. 
B)  conditioned response. 
C)  conditioned cue. 
D)  voluntary action.

Question 14

In Pavlov's famous physiological experiments with dogs, he paired a bell with presentation of food. Over a period of time, dogs were observed to start drooling (salivating) when they heard the bell only. What was the conditioned stimulus?

Accepted Answer

A)  skeletal nervous system 
B)  salivation 
C)  meat powder 
D)  bell 
A)  skeletal nervous system 
B)  salivation 
C)  meat powder 
D)  bell

Question 15

Why do companies use the masked branding strategy?

Accepted Answer

A)  to create discernible brand extensions 
B)  to confuse customers into buying their product instead of buying their competitor's product 
C)  to deliberately hide a product's true origin 
D)  to facilitate a penetration-pricing strategy 
A)  to create discernible brand extensions 
B)  to confuse customers into buying their product instead of buying their competitor's product 
C)  to deliberately hide a product's true origin 
D)  to facilitate a penetration-pricing strategy

Question 16

You see a humorous commercial for Coca-Cola that has been repeated several times during your favourite TV show. While you are at the grocery store, you see a bottle of Coca-Cola and smile uncontrollably at the products. What is this an example of?

Accepted Answer

A)  classical conditioning 
B)  instrumental conditioning 
C)  subliminal perception 
D)  incidental learning 
A)  classical conditioning 
B)  instrumental conditioning 
C)  subliminal perception 
D)  incidental learning

Question 17

Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line. This action is known as:

Accepted Answer

A)  product association. 
B)  product knock-offs. 
C)  licensing. 
D)  allowable franchising. 
A)  product association. 
B)  product knock-offs. 
C)  licensing. 
D)  allowable franchising.

Question 18

The two basic measures of advertising impact used in the industry are:

Accepted Answer

A)  power and persuasiveness. 
B)  readership and remembrance. 
C)  recognition and recall. 
D)  reliability and recall. 
A)  power and persuasiveness. 
B)  readership and remembrance. 
C)  recognition and recall. 
D)  reliability and recall.

Question 19

Define frequency marketing and provide an example of it.

Accepted Answer

May vary depending one example used.
Fre

Question 20

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 knowledge technique known as a:

Accepted Answer

A)  service script. 
B)  punishment-avoidance technique. 
C)  competitive-distinction process. 
D)  maturation process. 
A)  service script. 
B)  punishment-avoidance technique. 
C)  competitive-distinction process. 
D)  maturation process.

Define what classical conditioning is and explain why it is important to marketers.

Psychologists describe a new phenomenon known as the Google effect, the tendency for people to rely too heavily on the ability to readily access content online and, as a result, to be less likely to remember certain details.

Variable reinforcements result in behaviour that is more difficult to extinguish than that reinforced by fixed schedules. Why? Give an example.

Activation models of memory consider that knowledge is coded at varying levels of complexity. The lowest level of complexity, stored in nodes, is called:

Which of the following is NOT a marketing strategy based upon stimulus generalization?

Compare and contrast two types of learning that would be classified as behavioural learning.

Give an example of classical conditioning, listing the correct terminology for the elements in the process.

What is nostalgia? How do marketers use nostalgia?

Donalda was stopped in the mall by a market researcher, who asked her what ads she had seen on TV the evening before. This is an example of:

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

Children who are exposed to new methods of aggression in television shows (e.g., by cartoon heroes) may try to use these behaviours themselves at a later time. This form of learning is termed "modelling."

For the second time that day, Karla heard a radio ad announcing 40% off all spring jackets at a downtown Halifax ladies' clothing store. She decided to go and check out the sale as a result of the ads. We would conclude that ________ has occurred.

If consumers repeatedly see TV ads for a "decadent" ice cream (perhaps "Pure Cream and Berries Ice Cream"), they will feel hungry for some in the future when they merely hear the brand name. Their hunger is an example of a:

In Pavlov's famous physiological experiments with dogs, he paired a bell with presentation of food. Over a period of time, dogs were observed to start drooling (salivating) when they heard the bell only. What was the conditioned stimulus?

Why do companies use the masked branding strategy?

You see a humorous commercial for Coca-Cola that has been repeated several times during your favourite TV show. While you are at the grocery store, you see a bottle of Coca-Cola and smile uncontrollably at the products. What is this an example of?

Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line. This action is known as:

The two basic measures of advertising impact used in the industry are:

Define frequency marketing and provide an example of it.

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 knowledge technique known as a:

An Introduction to Consumer Behaviour

Perception

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 3: Learning and Memory

Define what classical conditioning is and explain why it is important to marketers.

Psychologists describe a new phenomenon known as the Google effect, the tendency for people to rely too heavily on the ability to readily access content online and, as a result, to be less likely to remember certain details.

Variable reinforcements result in behaviour that is more difficult to extinguish than that reinforced by fixed schedules. Why? Give an example.

Activation models of memory consider that knowledge is coded at varying levels of complexity. The lowest level of complexity, stored in nodes, is called:

Which of the following is NOT a marketing strategy based upon stimulus generalization?

Compare and contrast two types of learning that would be classified as behavioural learning.

Give an example of classical conditioning, listing the correct terminology for the elements in the process.

What is nostalgia? How do marketers use nostalgia?

Donalda was stopped in the mall by a market researcher, who asked her what ads she had seen on TV the evening before. This is an example of:

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

Children who are exposed to new methods of aggression in television shows (e.g., by cartoon heroes) may try to use these behaviours themselves at a later time. This form of learning is termed "modelling."

For the second time that day, Karla heard a radio ad announcing 40% off all spring jackets at a downtown Halifax ladies' clothing store. She decided to go and check out the sale as a result of the ads. We would conclude that ________ has occurred.

If consumers repeatedly see TV ads for a "decadent" ice cream (perhaps "Pure Cream and Berries Ice Cream"), they will feel hungry for some in the future when they merely hear the brand name. Their hunger is an example of a:

In Pavlov's famous physiological experiments with dogs, he paired a bell with presentation of food. Over a period of time, dogs were observed to start drooling (salivating) when they heard the bell only. What was the conditioned stimulus?

Why do companies use the masked branding strategy?

You see a humorous commercial for Coca-Cola that has been repeated several times during your favourite TV show. While you are at the grocery store, you see a bottle of Coca-Cola and smile uncontrollably at the products. What is this an example of?

Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line. This action is known as:

The two basic measures of advertising impact used in the industry are:

Define frequency marketing and provide an example of it.

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 knowledge technique known as a:

An Introduction to Consumer Behaviour

Perception

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters