Exam 4: Learning Memory

Which of the following was first demonstrated by Ivan Pavlov?

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

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?

Differentiate between the terms "learning" and "incidental learning."

When a consumer learns a desired behavior over a period of time, it is called ________.

Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning?

Encoding is when consumers access desired information from their memory.

Response bias is when a person gives a "yes" response to a question regardless of what the item asks.

Explain how frequency marketing works.

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.

For modeling behavior to occur during observational learning, four conditions must be met. What are those conditions? Be specific in your description.

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.

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

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

Instrumental conditioning is also called ________.

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

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

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?

Discuss the capacity of short-term memory.

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?