Question 1

Retroactive interference occurs when information learned earlier blocks memory for information learned later.

Accepted Answer

A) True 
 B)False

Question 2

In classical conditioning, better results occur when the unconditioned stimulus comes immediately after the conditioned stimulus.

Accepted Answer

A) True 
 B)False

Question 3

Consider the product "Miller Lite Beer." When you think of Miller Lite, key features emphasized in Miller's advertising may come to mind, namely "tastes great" and "less filling." If you thought a bit longer, other concepts, like alcohol and calories, might also come to mind. Together, all of these pieces make up what is known as:

Accepted Answer

A)  an associative network 
B)  a vicarious memory 
C)  mere exposure effect 
D)  an episodic memory 
E)  excitation transfer theory 
A)  an associative network 
B)  a vicarious memory 
C)  mere exposure effect 
D)  an episodic memory 
E)  excitation transfer theory

Question 4

Placing the picture of "Tony the Tiger" from the Frosted Flakes cereal commercial on Frosted Flakes cereal boxes helps consumers to recall the commercial while shopping at the grocery store. This is an example of:

Accepted Answer

A)  the managerial principle of long-term memory 
B)  the encoding-specificity principle of long-term memory 
C)  the contrast principle of long-term memory 
D)  the limited-capacity principle of long-term memory 
E)  the accessibility principle of long-term memory 
A)  the managerial principle of long-term memory 
B)  the encoding-specificity principle of long-term memory 
C)  the contrast principle of long-term memory 
D)  the limited-capacity principle of long-term memory 
E)  the accessibility principle of long-term memory

Question 5

Research has shown that corrective advertising is typically quite effective at changing consumers' beliefs.

Accepted Answer

A) True 
 B)False

Question 6

What is the best strategy to use when combating marketplace rumors?

Accepted Answer

A)  Deny the rumor publicly 
B)  Ignore it 
C)  Create positive associations in the consumer's mind 
D)  Counterattack the competition 
E)  All of the above are good strategies to combat a marketplace rumor. 
A)  Deny the rumor publicly 
B)  Ignore it 
C)  Create positive associations in the consumer's mind 
D)  Counterattack the competition 
E)  All of the above are good strategies to combat a marketplace rumor.

Question 7

Misleading advertising practices are unfair because consumers must form inferences to comprehend most advertising claims.

Accepted Answer

A) True 
 B)False

Question 8

In an advertisement using classical conditioning, the product represents the conditioned stimulus.

Accepted Answer

A) True 
 B)False

Question 9

Without memory, we cannot physically function in society.

Accepted Answer

A) True 
 B)False

Question 10

People often believe their own preferences are more consistent than they actually are. This phenomenon is associated most closely with which of the seven sins of memory?

Accepted Answer

A)  Misattribution 
B)  Bias 
C)  Persistence 
D)  Blocking 
E)  Transience 
A)  Misattribution 
B)  Bias 
C)  Persistence 
D)  Blocking 
E)  Transience

Question 11

According to operant conditioning, eliminating shipping cost, expediting paperwork, and shortening delivery time are examples of what?

Accepted Answer

A)  Positive reinforcement 
B)  Conditioned response 
C)  Negative reinforcement 
D)  Partial reinforcement 
E)  Extinction 
A)  Positive reinforcement 
B)  Conditioned response 
C)  Negative reinforcement 
D)  Partial reinforcement 
E)  Extinction

Question 12

Thinking about cleaning bathroom made Sandra think about washing her bathroom rugs, and then that made her think about buying a new rug for the kitchen. This "stream of thinking" is show how blocking works.

Accepted Answer

A) True 
 B)False

Question 13

Once information is transferred into long-term memory it remains there permanently and cannot be forgotten.

Accepted Answer

A) True 
 B)False

Question 14

In operant conditioning, _____ is the absence of a reward, and decreases the probability of a response.

Accepted Answer

A)  positive reinforcement 
B)  conditioned response 
C)  negative reinforcement 
D)  partial reinforcement 
E)  extinction 
A)  positive reinforcement 
B)  conditioned response 
C)  negative reinforcement 
D)  partial reinforcement 
E)  extinction

Question 15

As discussed in your readings, the best way to combat a marketplace rumor is to deny it publicly and vigorously.

Accepted Answer

A) True 
 B)False

Question 16

In classical conditioning, when the conditioned stimulus is presented after the unconditioned stimulus, this is called:

Accepted Answer

A)  pre-exposure effect 
B)  forward conditioning 
C)  delayed conditioning 
D)  backward conditioning 
E)  operant conditioning 
A)  pre-exposure effect 
B)  forward conditioning 
C)  delayed conditioning 
D)  backward conditioning 
E)  operant conditioning

Question 17

Depth-of-processing research shows that memory performance degrades with effort.

Accepted Answer

A) True 
 B)False

Question 18

When a consumer views an ad for a favorite product, prior experiences with this product are likely to be primed or activated from memory. This is an example of:

Accepted Answer

A)  the organizational principles of long-term memory 
B)  the encoding-specificity principle of long-term memory 
C)  the association principle of long-term memory 
D)  the limited-capacity principle of long-term memory 
E)  None of the above is correct. 
A)  the organizational principles of long-term memory 
B)  the encoding-specificity principle of long-term memory 
C)  the association principle of long-term memory 
D)  the limited-capacity principle of long-term memory 
E)  None of the above is correct.

Question 19

The mere presence of credit card symbols causes people to spend more money, even when they pay in cash.

Accepted Answer

A) True 
 B)False

Question 20

Short-term memory has a capacity of _____, and long-term memory has a capacity of _____.

Accepted Answer

A)  7$\pm$2 units; 60,000 units 
B)  60,000 units; 7 $\pm$ 2 units 
C)  5-9 units; unlimited units 
D)  unlimited units; 5-9 units 
E)  unlimited units; unlimited units 
A)  7$\pm$2 units; 60,000 units 
B)  60,000 units; 7 $\pm$ 2 units 
C)  5-9 units; unlimited units 
D)  unlimited units; 5-9 units 
E)  unlimited units; unlimited units

Retroactive interference occurs when information learned earlier blocks memory for information learned later.

In classical conditioning, better results occur when the unconditioned stimulus comes immediately after the conditioned stimulus.

Placing the picture of "Tony the Tiger" from the Frosted Flakes cereal commercial on Frosted Flakes cereal boxes helps consumers to recall the commercial while shopping at the grocery store. This is an example of:

Research has shown that corrective advertising is typically quite effective at changing consumers' beliefs.

What is the best strategy to use when combating marketplace rumors?

Misleading advertising practices are unfair because consumers must form inferences to comprehend most advertising claims.

In an advertisement using classical conditioning, the product represents the conditioned stimulus.

Without memory, we cannot physically function in society.

People often believe their own preferences are more consistent than they actually are. This phenomenon is associated most closely with which of the seven sins of memory?

According to operant conditioning, eliminating shipping cost, expediting paperwork, and shortening delivery time are examples of what?

Thinking about cleaning bathroom made Sandra think about washing her bathroom rugs, and then that made her think about buying a new rug for the kitchen. This "stream of thinking" is show how blocking works.

Once information is transferred into long-term memory it remains there permanently and cannot be forgotten.

In operant conditioning, _____ is the absence of a reward, and decreases the probability of a response.

As discussed in your readings, the best way to combat a marketplace rumor is to deny it publicly and vigorously.

In classical conditioning, when the conditioned stimulus is presented after the unconditioned stimulus, this is called:

Depth-of-processing research shows that memory performance degrades with effort.

When a consumer views an ad for a favorite product, prior experiences with this product are likely to be primed or activated from memory. This is an example of:

The mere presence of credit card symbols causes people to spend more money, even when they pay in cash.

Short-term memory has a capacity of _, and long-term memory has a capacity of _.

The Study of Consumer Behavior

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Exam 9: The Role of Learning and Memory

Retroactive interference occurs when information learned earlier blocks memory for information learned later.

In classical conditioning, better results occur when the unconditioned stimulus comes immediately after the conditioned stimulus.

Placing the picture of "Tony the Tiger" from the Frosted Flakes cereal commercial on Frosted Flakes cereal boxes helps consumers to recall the commercial while shopping at the grocery store. This is an example of:

Research has shown that corrective advertising is typically quite effective at changing consumers' beliefs.

What is the best strategy to use when combating marketplace rumors?

Misleading advertising practices are unfair because consumers must form inferences to comprehend most advertising claims.

In an advertisement using classical conditioning, the product represents the conditioned stimulus.

Without memory, we cannot physically function in society.

People often believe their own preferences are more consistent than they actually are. This phenomenon is associated most closely with which of the seven sins of memory?

According to operant conditioning, eliminating shipping cost, expediting paperwork, and shortening delivery time are examples of what?

Thinking about cleaning bathroom made Sandra think about washing her bathroom rugs, and then that made her think about buying a new rug for the kitchen. This "stream of thinking" is show how blocking works.

Once information is transferred into long-term memory it remains there permanently and cannot be forgotten.

In operant conditioning, _____ is the absence of a reward, and decreases the probability of a response.

As discussed in your readings, the best way to combat a marketplace rumor is to deny it publicly and vigorously.

In classical conditioning, when the conditioned stimulus is presented after the unconditioned stimulus, this is called:

Depth-of-processing research shows that memory performance degrades with effort.

When a consumer views an ad for a favorite product, prior experiences with this product are likely to be primed or activated from memory. This is an example of:

The mere presence of credit card symbols causes people to spend more money, even when they pay in cash.

Short-term memory has a capacity of _____, and long-term memory has a capacity of _____.

The Study of Consumer Behavior

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Consumer Perception and Attention

Persuasion: Attitudes and Judgment

Affect and Motivation

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Short-term memory has a capacity of _, and long-term memory has a capacity of _.