Exam 3: Learning and Memory

Cognitive learning theory approaches stress the importance of internal mental processes.

What mechanism is used when a consumer learns to perform responses that produce positive outcomes?

________ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong.

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

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?

A free recall test of a sample of potential customers would involve showing ads one at a time and asking each respondent if she had seen it before.

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

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

Erika landed a job as an analyst for a small marketing research firm whose task was to observe and probe patient behaviors at a small Midwestern clinic. In her study, she noticed that many of the patients had a tendency to underestimate the time since their last doctor visit. The memory lapse she observed was due to a memory problem called ________.

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