Exam 6: Learning and Memory

A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for excellent service attitudes. Which of the following reinforcement schedules would most likely apply in this situation?

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success?

When Shira was a young girl, her teacher gave her a sticker every time she earned above 90% on a test. Shira's teacher was using classical conditioning.

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

Which theory listed below assumes that learning takes place as the result of responses to external events?

Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________.

Within a knowledge structure, which of the following is the LEAST complex knowledge unit?

The researcher and theorist most associated with instrumental conditioning is ________.

The salience of a brand refers to its degree of pricing flexibility (i.e., frequency of price changes).

Family branding, licensing, and look-alike packaging are all marketing strategies based on ________.

Marketers assist in the process called elaborative rehearsal when they use catchy slogans or jingles to help consumers remember information about products or services.

Define the terms learning and incidental learning.

A free recall test of a sample of potential customers would involve showing ads one at a time and asking each respondent if she had seen it before.

A sales manager pays a bonus to new trainees when they develop a good sales prospectus. Later, after the trainees have completed two months of training, the manger pays a bonus only for an actual sale. The manager is applying what process of instrumental conditioning to help the trainees be productive in their sales careers?

Why isn't the behavioral change associated with breaking a bone typically considered to be learning?

Stimulus generalization can create a halo effect.

Samantha is passing down the cereal aisle when she spots a box of Frosted Flakes cereal featuring Tony the Tiger on the box front. She remembers the taste of the cereal and how much fun she had talking to Tony while she ate her cereal as a kid. She buys a box and leaves the cereal aisle without examining any other cereal products. What aspect of the retrieval process did Samantha use in her product search process?

Determining the most effective reinforcement schedule to use with consumers is important to marketers. What type of reinforcement schedule is most likely being used when after a period of time has passed, the first response a consumer makes brings the reward?

Erika landed a job as an analyst for a small marketing research firm whose task was to observe and probe patient behaviors at a small Midwestern clinic. In her study, she noticed that many of the patients had a tendency to underestimate the time since their last doctor visit. The memory lapse she observed was due to a memory problem called ________.

The spacing effect describes the tendency for consumers to recall printed material more effectively when the advertiser repeats the target item repeatedly in a short time period rather than periodically over a longer time span.