Exam 6: Learning and Memory

People have a tendency to remember unusual ads more effectively than ads that are not. Why? What is this phenomenon called?

Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.

When a company engages in a "piggybacking strategy," it is hoping that customers will be able to discriminate between the company's product and a competitor's product.

In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before.

________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.

Discuss what stimulus generalization and stimulus discrimination are and present an example of each that is relevant to the field of marketing.

Another name for instrumental conditioning is ________ conditioning.

Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times.

In instrumental conditioning, what is the distinction between negative reinforcement and punishment?

The two major approaches associated with behavioral learning theory are classical conditioning and observational learning.

According to the theory of classical conditioning, ________ should be encouraged by promoting unique attributes of a well-established brand.

"It's time for the Christmas shopping list," thought Martha's mother, so she asked Martha for a quick list of her favorite perfumes. Martha gave her mother six names that were all her "favorite." This group constitutes Martha's ________ for perfume.

Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning.

Why would short-term memory be greatly impaired, or perhaps made impossible, without sensory memory?

As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through?

________ involves a process of acquiring information and storing it over time so that it will be available when needed.

John Deere established a reputation for building dependable farm tractors. When the company began to build small yard tractors, it insisted on using the same logo on its small mowers as on its large tractors. John Deere was applying stimulus generalization through look-alike packaging.

Episodic memories are likely to become part of a person's long-term memory.

________ memory permits temporary storage of information we receive from our senses.

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally-friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation?