Exam 6: Learning and Memory

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

Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is an illustration of a stimulus-response connection.

The observational learning process begins with a step called motivation.

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 through ________.

One of the goals of successful marketing is to have potential customers think of the marketer's product whenever they try to remember products within a certain category. This remembered set of products is called an evoked set.

John wants to teach his dog to do tricks such as "sit up," "roll over," and "fetch a stick." By systematically rewarding his dog for responding in the correct way, John is able to accomplish great progress over a 30-day period. John was able to teach his dog using which of the following learning processes?

________ was first demonstrated in experiments performed on dogs by Ivan Pavlov, a Russian physiologist doing research on digestion in animals.

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

Which of the following occurs when a customer learns that two products are different even though the packages of both products look similar?

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

Which type of reinforcement best characterizes what an individual would typically experience while fishing?

Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal 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 and very serious. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company?

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?

A woman no longer receives compliments on the perfume that she wears. In learning terms, the stimulus-response connection has weakened. Which of the following processes best explains what has occurred in the example?

What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment?

________ refers to a relatively permanent change in behavior that is caused by experience.

Cognitive learning theory approaches tend to stress the importance of internal mental processes.

Secret shoppers may be used by marketers to test the effectiveness of service quality among employees. This is a form of variable-interval reinforcement.

People tend to give "yes" responses to questions, regardless of what they are asked. This is an example of ________.

What mechanism is used when a consumer learns to perform responses that produce rewarding outcomes?