Exam 3: Learning and Memory

Another name for instrumental conditioning is ________ conditioning.

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

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?

The process of stimulus generalisation is often central to branding and packaging decisions that attempt to capitalise on consumers' positive associations with an existing brand or company name.In this context,list and briefly discuss the four strategies based on stimulus generalisation presented in the text.

A woman no longer receives compliments on the perfume she wears.In learning terms,the stimulus-response connection has weakened.Which of the following processes best explains what has occurred in the example?

What is the capacity of short-term memory? Comment and explain.

________ was first demonstrated in experiments performed on dogs by Ivan Pavlov,a Russian physiologist doing research on digestion in animals.

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

Memories of products are often replaced (forgotten)as we learn additional information.This displacement of information is called ________.

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

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.

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

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?

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

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

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?

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

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

People tend to give "yes" responses to questions,regardless of what they are asked.This is an example of ________.

Consumers' attraction to poker machines can be explained by the variable-ratio reinforcement schedule the machines use.