Question 1

The passage of time is primarily responsible for consumers forgetting advertising messages.

Accepted Answer

A) True 
 B)False

Question 2

Transience is the inability to forget things one wants to forget.

Accepted Answer

A) True 
 B)False

Question 3

What is the difference between classical conditioning and operant conditioning?

Accepted Answer

In classical conditioning, the

Question 4

Explain the association principle of long-term memory.

Accepted Answer

This principle suggests that memory is r

Question 5

Persuasive influences in advertising based on repetition effects, the truth effect, and mere exposure effect, are all based on what underlying memory phenomenon?

Accepted Answer

A)  Availability heuristic 
B)  Familiarity 
C)  Arousal intensity 
D)  Forgetting 
E)  Operant conditioning 
A)  Availability heuristic 
B)  Familiarity 
C)  Arousal intensity 
D)  Forgetting 
E)  Operant conditioning

Question 6

When an association between an unconditioned stimulus and a conditioned stimulus is learned, the conditioned stimulus presented alone will elicit a conditioned response similar to the original unconditioned response.

Accepted Answer

A) True 
 B)False

Question 7

What implications does the encoding-specificity principle present for learning strategies?

Accepted Answer

The encoding-specificity principle sugge

Question 8

Band-Aid brand bandages keeps running advertisements stating that its brand has the strongest adhesive of any bandage brand. They are hoping to take advantage of what effect?

Accepted Answer

A)  Mere exposure effect 
B)  Generation effect 
C)  Blocking effect 
D)  Truth effect 
E)  Tip-of-the-tongue effect 
A)  Mere exposure effect 
B)  Generation effect 
C)  Blocking effect 
D)  Truth effect 
E)  Tip-of-the-tongue effect

Question 9

Describe the process of classical conditioning.

Accepted Answer

An unconditioned stimulus (e.g., food) i

Question 10

If information in short-term memory is not used, it can be lost in only 18 seconds.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following about absent-mindedness is true?

Accepted Answer

A)  Lapses in attention during encoding can lead to forgetting. 
B)  Memory performance improves with effort. 
C)  Lapses in attention during retrieval can lead to forgetting. 
D)  Memory performance improves when people have to generate answers rather than simply reading them from a list. 
E)  All of the above are true. 
A)  Lapses in attention during encoding can lead to forgetting. 
B)  Memory performance improves with effort. 
C)  Lapses in attention during retrieval can lead to forgetting. 
D)  Memory performance improves when people have to generate answers rather than simply reading them from a list. 
E)  All of the above are true.

Question 12

The association principle of long-term memory explains all of the following phenomena except:

Accepted Answer

A)  the priming effect 
B)  proactive associative interference 
C)  retroactive associative interference 
D)  misattribution 
E)  spreading activation 
A)  the priming effect 
B)  proactive associative interference 
C)  retroactive associative interference 
D)  misattribution 
E)  spreading activation

Question 13

_____ is a learning theory centered on creating associations between meaningful objects or ideas (stimuli) to elicit the desired responses.

Accepted Answer

A)  Classical conditioning 
B)  Instrumental learning 
C)  Operant conditioning 
D)  Persistence 
E)  Blocking 
A)  Classical conditioning 
B)  Instrumental learning 
C)  Operant conditioning 
D)  Persistence 
E)  Blocking

Question 14

As comprehension increases, memory performance decreases.

Accepted Answer

A) True 
 B)False

Question 15

According to the discussion in your readings about sparkling wine and champagne, sparkling wine can only be called champagne if it is made in the champagne region of France.

Accepted Answer

A) True 
 B)False

Question 16

The more familiar a neutral product becomes, the more a consumer will like the product. This is called the truth effect.

Accepted Answer

A) True 
 B)False

Question 17

Short-term memory has a capacity of 5 to 9 units.

Accepted Answer

A) True 
 B)False

Question 18

In associative networks, when new associations compete with old associations, this is called the encoding-specificity principle.

Accepted Answer

A) True 
 B)False

Question 19

Learning under operant conditioning is faster under partial reinforcement but more persistent under continuous reinforcement.

Accepted Answer

A) True 
 B)False

Question 20

"If you don't use it; you lose it." This statement refers to which of the seven sins of memory?

Accepted Answer

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

The passage of time is primarily responsible for consumers forgetting advertising messages.

Transience is the inability to forget things one wants to forget.

What is the difference between classical conditioning and operant conditioning?

Explain the association principle of long-term memory.

Persuasive influences in advertising based on repetition effects, the truth effect, and mere exposure effect, are all based on what underlying memory phenomenon?

When an association between an unconditioned stimulus and a conditioned stimulus is learned, the conditioned stimulus presented alone will elicit a conditioned response similar to the original unconditioned response.

What implications does the encoding-specificity principle present for learning strategies?

Band-Aid brand bandages keeps running advertisements stating that its brand has the strongest adhesive of any bandage brand. They are hoping to take advantage of what effect?

Describe the process of classical conditioning.

If information in short-term memory is not used, it can be lost in only 18 seconds.

Which of the following about absent-mindedness is true?

The association principle of long-term memory explains all of the following phenomena except:

_____ is a learning theory centered on creating associations between meaningful objects or ideas (stimuli) to elicit the desired responses.

As comprehension increases, memory performance decreases.

According to the discussion in your readings about sparkling wine and champagne, sparkling wine can only be called champagne if it is made in the champagne region of France.

The more familiar a neutral product becomes, the more a consumer will like the product. This is called the truth effect.

Short-term memory has a capacity of 5 to 9 units.

In associative networks, when new associations compete with old associations, this is called the encoding-specificity principle.

Learning under operant conditioning is faster under partial reinforcement but more persistent under continuous reinforcement.

"If you don't use it; you lose it." This statement refers to which of the seven sins of memory?

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

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Exam 9: The Role of Learning and Memory

The passage of time is primarily responsible for consumers forgetting advertising messages.

Transience is the inability to forget things one wants to forget.

What is the difference between classical conditioning and operant conditioning?

Explain the association principle of long-term memory.

Persuasive influences in advertising based on repetition effects, the truth effect, and mere exposure effect, are all based on what underlying memory phenomenon?

When an association between an unconditioned stimulus and a conditioned stimulus is learned, the conditioned stimulus presented alone will elicit a conditioned response similar to the original unconditioned response.

What implications does the encoding-specificity principle present for learning strategies?

Band-Aid brand bandages keeps running advertisements stating that its brand has the strongest adhesive of any bandage brand. They are hoping to take advantage of what effect?

Describe the process of classical conditioning.

If information in short-term memory is not used, it can be lost in only 18 seconds.

Which of the following about absent-mindedness is true?

The association principle of long-term memory explains all of the following phenomena except:

_____ is a learning theory centered on creating associations between meaningful objects or ideas (stimuli) to elicit the desired responses.

As comprehension increases, memory performance decreases.

According to the discussion in your readings about sparkling wine and champagne, sparkling wine can only be called champagne if it is made in the champagne region of France.

The more familiar a neutral product becomes, the more a consumer will like the product. This is called the truth effect.

Short-term memory has a capacity of 5 to 9 units.

In associative networks, when new associations compete with old associations, this is called the encoding-specificity principle.

Learning under operant conditioning is faster under partial reinforcement but more persistent under continuous reinforcement.

"If you don't use it; you lose it." This statement refers to which of the seven sins of memory?

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