Exam 3: Learning and Memory

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

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

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.

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

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.

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

Compare and contrast classical and instrumental (operant) conditioning.

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 seems to be working for the herbal company?

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

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.

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

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

Stimulus generalization can create a halo effect.

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?

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.

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.

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

Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as 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.

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