Exam 4: Learning Memory

Fixed-interval reinforcement explains why airlines' frequent flier programs are so successful.

According to the information-processing approach to studying the memory process, in the ________ stage, information enters in a way the system will recognize it.

Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff; in fact, I don't even have a cat." Sam knows this jingle is ________.

Which theory stresses the importance of internal mental processes?

Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal supplement market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf. They were rectangular with white labels that looked very professional. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company?

Why would short-term memory be greatly impaired, or perhaps made impossible, without sensory memory?

The success of hybrid ads supports the idea that the viewing content of a marketing message affects recall.

Licensing occurs when a company ________.

Why do variable reinforcements result in behavior that is more difficult to extinguish than fixed schedules?

When a professor reviews a certain topic many times, he is practicing ________.

Retrieval is the process whereby we recover information from long-term memory.

Susan selects 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?

Modeling is the process of imitating the behavior of others.

Response bias is when a person gives a "yes" response to a question regardless of what the item asks.

Erika, an analyst for a marketing research firm, has been tasked with observing and probing patient behaviors at a small Midwestern clinic. In her study, Erika noticed that many patients tended to underestimate the time since their last doctor visit. What type of memory lapse did Erika most likely observe?

________ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong.

Which term refers to the bittersweet emotions that arise when a consumer views the past with happiness and sadness?

A stage in the cognitive development process is ________.

Measuring memory for marketing stimuli is often difficult. Discuss the differences between recognition and recall. Give examples of methods for testing each form. Which one is thought to be the more reliable measure of memory?

When Campbell's markets many products under the same brand name it is called family branding.