Exam 3: Learning and Memory

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.

The ________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus.

The observational learning process begins with a step called motivation.

Determining the most effective reinforcement schedule to use with consumers is important to marketers. What type of reinforcement schedule is most likely being used when after a period of time has passed, the first response a consumer makes brings the reward?

The salience of a brand refers to its degree of pricing flexibility (i.e., frequency of price changes).

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

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?

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that in a few months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was ruining Scott's apparent success?

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 influencing forgetting allow this marketing strategy to work?

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

The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased.

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?

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?

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

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

The book Blink: The Power of Thinking without Thinking presents the argument that we often make snap judgments that result in superior decisions compared to those that we think about a lot because we rely on our "adaptive unconscious" to guide us.

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

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

Why isn't the behavioral change associated with breaking a bone typically considered to be learning?

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