Exam 6: Learning and Memory

Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on ________.

On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections, and then Jane copied their behavior. In this example, Jane used ________.

A mother observes her daughter stirring batter in a bowl just the way she does when she bakes. The daughter has modeled her mother's behavior.

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

If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation?

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

What is the capacity of short-term memory? Comment and explain.

Almost any technique that increases the novelty of a stimulus also improves recall of the stimulus. This result is called the ________.

When Pavlov's famous dogs responded to a bell signaling feeding time, they were exhibiting what is called classical conditioning.

Variable reinforcements result in behavior that is more difficult to extinguish than fixed schedules. Why?

If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________.

Which of the following has occurred when a stimulus is able to evoke a weakened response years after the stimulus was first perceived?

Jason heard an old but familiar song that reminded him about a summer in Austria when he was in college. As he thought more about his summer of the past, a flood of memories came rushing back. Describe what was happening to Jason in terms of memory markers. What specific term is used to describe the process whereby his memories came flooding back?

An important factor in instrumental (operant) conditioning is the set of rules by which appropriate reinforcements are given for a behavior. The chapter discusses four possible schedules of reinforcement. Briefly describe each schedule and give a short example. Be sure to use the proper terminology for each schedule.

Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use.

Stimulus generalization refers to ________.

Gradually changing the package of a product that depends heavily on brand loyalty can be successful if each change is minor. Over the course of a year or more the package may change totally in appearance without offending or confusing brand loyal customers. What factors contribute to forgetting and allow this marketing strategy to work?

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 biases?

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is most closely associated with which of the following learning methods?

Compare and contrast classical and instrumental (operant) conditioning.