Exam 3: Learning and Memory

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

A sales manager pays a bonus to new trainees when they develop a good sales prospectus.Later,after the trainees have completed two months of training,the manager pays a bonus only for an actual sale.The manager is applying what process of instrumental conditioning to help the trainees be productive in their sales careers?

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.

Measuring memory for marketing stimuli is often difficult.Discuss the differences between recognition and recall.Give examples of methods for testing each.Which one is thought to be the more reliable measure of memory?

A mother observes her daughter stirring batter in a bowl just the way she does when she bakes.The daughter has modelled her mother's behaviour.

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

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the 'black box' process and its connection with learning.He suddenly smells the aroma of fresh cinnamon rolls and his mouth begins to water.He looks around and sees a student in the last row bite into a big,juicy roll."I wish I were sitting next to him," Frank thinks,"because I know I could steal a bite".What Frank just went through in class was similar to the 'black box' process being described by his professor.This process is most closely associated with which of the following learning methods?

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)________.

Erika landed a job as an analyst for a small marketing research firm whose task was to observe and probe patient behaviours at a small suburban 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 ________.

Which theory listed below assumes that learning takes place as the result of responses to external events?

Sam was humming the Mortein Louie the Fly jingle as he was driving down the expressway.A thought suddenly occurs to him: "Why am I humming this stupid jingle? I don't buy this stuff or even need it!" Sam knows this jingle through ________.

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

Behavioural 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 behaviourists in studying learning?

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

Within a knowledge structure,which of the following is the LEAST complex knowledge unit?

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

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

Which of the following has occurred when a stimulus is able to evoke a weakened response years after the stimulus was first perceived?

In instrumental conditioning,what is the distinction between negative reinforcement and punishment?

An important factor in instrumental (operant)conditioning is the set of rules by which appropriate reinforcements are given for a behaviour.The chapter discusses four possible schedules of reinforcement.Briefly describe each schedule and give a short example.Be sure to use the proper terminology for each schedule.