Question 1

"Shaping" is the term used for learning by imitating the behaviour of others.

Accepted Answer

A) True 
 B)False

Question 2

An advertiser wants to create positive feelings about a new digital camera. How might the advertiser accomplish this using classical conditioning? In your answer define and use terms from classical conditioning theory.

Accepted Answer

.Unconditioned Stimulus (UCS): th

Question 3

Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases. This is known as a form of:

Accepted Answer

A)  frequency marketing. 
B)  stimulus reward. 
C)  conspicuous consumption. 
D)  uncontrolled purchases. 
A)  frequency marketing. 
B)  stimulus reward. 
C)  conspicuous consumption. 
D)  uncontrolled purchases.

Question 4

Classical conditioning occurs when people identify with a celebrity or famous person perceived to be of a higher class.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  recall 
B)  recognition 
C)  remembrance 
D)  recovery 
A)  recall 
B)  recognition 
C)  remembrance 
D)  recovery

Question 6

Cognitive learning theory stresses the importance of mental processes and the role of:

Accepted Answer

A)  interference. 
B)  decay. 
C)  creativity. 
D)  IQ. 
A)  interference. 
B)  decay. 
C)  creativity. 
D)  IQ.

Question 7

On her first visit to China,Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections and then Jane copied their behaviour. This is an example of:

Accepted Answer

A)  motivated learning. 
B)  retrieval learning. 
C)  modelling. 
D)  automatic conditioning. 
A)  motivated learning. 
B)  retrieval learning. 
C)  modelling. 
D)  automatic conditioning.

Question 8

Classical conditioning is a form of:

Accepted Answer

A)  behaviour manipulation. 
B)  operant learning. 
C)  instinct learning. 
D)  associative learning. 
A)  behaviour manipulation. 
B)  operant learning. 
C)  instinct learning. 
D)  associative learning.

Question 9

Learning is a process that refers to a relatively permanent change in behaviour. What causes learning?

Accepted Answer

Either real or virtual experience causes

Question 10

A large food manufacturer is about to launch a new cereal brand. How could it use the theory of classical conditioning to help form positive associations with its product?

Accepted Answer

Classical conditioning occurs when a sti

Question 11

The Campbell Soup Company recently started using "the Campbell Kids" again in their ads. They and other companies doing similar revivals of past imagery reflect the power of:

Accepted Answer

A)  nostalgia. 
B)  the "wonder years" effect. 
C)  persuasive embed. 
D)  recognition. 
A)  nostalgia. 
B)  the "wonder years" effect. 
C)  persuasive embed. 
D)  recognition.

Question 12

________ capitalizes on the desire for people to achieve increasing levels of mastery at tasks.

Accepted Answer

A)  Punishment 
B)  Negative reinforcement 
C)  Frequency marketing 
D)  Gamification 
A)  Punishment 
B)  Negative reinforcement 
C)  Frequency marketing 
D)  Gamification

Question 13

When Mary is asked to participate in market research surveys,she has a tendency to try and please the researcher. Mary's behaviour is a form of response bias.

Accepted Answer

A) True 
 B)False

Question 14

Perfume ads often show women getting attention and receiving compliments,apparently because of the perfume they are wearing. Jennifer figured out that she was likely to get similar attention if she acted in a similar manner as the women in the ads and used that perfume. In what learning process is Jennifer engaging and will it be effective?

Accepted Answer

This is an example of observational lear

Question 15

When Coach became worried about negative associations of Nicole "Snookie" Polizzi using their products,they sent her their competition's products to use instead. Coach was trying to:

Accepted Answer

A)  promote a brand extension. 
B)  encourage observational learning. 
C)  weaken the associative learning that may have occurred. 
D)  encourage cognitive transfer between the two brands. 
A)  promote a brand extension. 
B)  encourage observational learning. 
C)  weaken the associative learning that may have occurred. 
D)  encourage cognitive transfer between the two brands.

Question 16

A coffee chain could not understand why its new commercial was not successful at improving sales. The commercial,which showed its latte followed by a jingle,had aired for a month on popular television stations. This commercial was not successful because:

Accepted Answer

A)  television advertising is not an effective medium for promoting coffee. 
B)  jingles are not effective at creating conditioned responses to brands. 
C)  the commercial should have played the jingle before showing the latte. 
D)  because the television commercial was shown for a month, any product associations between the jingle and the latte became extinct. 
A)  television advertising is not an effective medium for promoting coffee. 
B)  jingles are not effective at creating conditioned responses to brands. 
C)  the commercial should have played the jingle before showing the latte. 
D)  because the television commercial was shown for a month, any product associations between the jingle and the latte became extinct.

Question 17

Learning is a relatively permanent change in behaviour that is caused by experience.

Accepted Answer

A) True 
 B)False

Question 18

Why do companies use the masked branding strategy?

Accepted Answer

A)  to create discernible brand extensions 
B)  to confuse customers into buying their product instead of buying their competitor's product 
C)  to deliberately hide a product's true origin 
D)  to facilitate a penetration-pricing strategy 
A)  to create discernible brand extensions 
B)  to confuse customers into buying their product instead of buying their competitor's product 
C)  to deliberately hide a product's true origin 
D)  to facilitate a penetration-pricing strategy

Question 19

Some learning theorists maintain that forgetting takes place only through interference,but that decay strengthens the ability of one piece of information to interfere with another. If this is true,which of the following would you expect to find?

Accepted Answer

A)  Retroactive and proactive interference would be equally strong as agents of forgetting. 
B)  Learning a new phone number would be more likely to cause you to forget your last phone number, but not the phone number you had before that one. 
C)  Retroactive interference would be stronger for an old memory than would proactive interference. 
D)  A new brand name is more likely to be forgotten if it is matched with names of brands learned a month ago than if it is matched with brand names learned yesterday. 
A)  Retroactive and proactive interference would be equally strong as agents of forgetting. 
B)  Learning a new phone number would be more likely to cause you to forget your last phone number, but not the phone number you had before that one. 
C)  Retroactive interference would be stronger for an old memory than would proactive interference. 
D)  A new brand name is more likely to be forgotten if it is matched with names of brands learned a month ago than if it is matched with brand names learned yesterday.

Question 20

When Greg thinks of soft drinks he immediately thinks of Coca-Cola. For Greg,Coca-Cola is a ________ brand.

Accepted Answer

A)  spontaneous 
B)  state-dependent 
C)  triggered 
D)  salient 
A)  spontaneous 
B)  state-dependent 
C)  triggered 
D)  salient

"Shaping" is the term used for learning by imitating the behaviour of others.

An advertiser wants to create positive feelings about a new digital camera. How might the advertiser accomplish this using classical conditioning? In your answer define and use terms from classical conditioning theory.

Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases. This is known as a form of:

Classical conditioning occurs when people identify with a celebrity or famous person perceived to be of a higher class.

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

Cognitive learning theory stresses the importance of mental processes and the role of:

On her first visit to China,Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections and then Jane copied their behaviour. This is an example of:

Classical conditioning is a form of:

Learning is a process that refers to a relatively permanent change in behaviour. What causes learning?

A large food manufacturer is about to launch a new cereal brand. How could it use the theory of classical conditioning to help form positive associations with its product?

The Campbell Soup Company recently started using "the Campbell Kids" again in their ads. They and other companies doing similar revivals of past imagery reflect the power of:

________ capitalizes on the desire for people to achieve increasing levels of mastery at tasks.

When Mary is asked to participate in market research surveys,she has a tendency to try and please the researcher. Mary's behaviour is a form of response bias.

When Coach became worried about negative associations of Nicole "Snookie" Polizzi using their products,they sent her their competition's products to use instead. Coach was trying to:

A coffee chain could not understand why its new commercial was not successful at improving sales. The commercial,which showed its latte followed by a jingle,had aired for a month on popular television stations. This commercial was not successful because:

Learning is a relatively permanent change in behaviour that is caused by experience.

Why do companies use the masked branding strategy?

Some learning theorists maintain that forgetting takes place only through interference,but that decay strengthens the ability of one piece of information to interfere with another. If this is true,which of the following would you expect to find?

When Greg thinks of soft drinks he immediately thinks of Coca-Cola. For Greg,Coca-Cola is a ________ brand.

An Introduction to Consumer Behaviour

Perception

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 3: Learning and Memory

"Shaping" is the term used for learning by imitating the behaviour of others.

An advertiser wants to create positive feelings about a new digital camera. How might the advertiser accomplish this using classical conditioning? In your answer define and use terms from classical conditioning theory.

Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases. This is known as a form of:

Classical conditioning occurs when people identify with a celebrity or famous person perceived to be of a higher class.

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

Cognitive learning theory stresses the importance of mental processes and the role of:

On her first visit to China,Jane did not know how to pay for the produce she had selected at a market. She watched several Chinese women pay for their selections and then Jane copied their behaviour. This is an example of:

Classical conditioning is a form of:

Learning is a process that refers to a relatively permanent change in behaviour. What causes learning?

A large food manufacturer is about to launch a new cereal brand. How could it use the theory of classical conditioning to help form positive associations with its product?

The Campbell Soup Company recently started using "the Campbell Kids" again in their ads. They and other companies doing similar revivals of past imagery reflect the power of:

________ capitalizes on the desire for people to achieve increasing levels of mastery at tasks.

When Mary is asked to participate in market research surveys,she has a tendency to try and please the researcher. Mary's behaviour is a form of response bias.

When Coach became worried about negative associations of Nicole "Snookie" Polizzi using their products,they sent her their competition's products to use instead. Coach was trying to:

A coffee chain could not understand why its new commercial was not successful at improving sales. The commercial,which showed its latte followed by a jingle,had aired for a month on popular television stations. This commercial was not successful because:

Learning is a relatively permanent change in behaviour that is caused by experience.

Why do companies use the masked branding strategy?

Some learning theorists maintain that forgetting takes place only through interference,but that decay strengthens the ability of one piece of information to interfere with another. If this is true,which of the following would you expect to find?

When Greg thinks of soft drinks he immediately thinks of Coca-Cola. For Greg,Coca-Cola is a ________ brand.

An Introduction to Consumer Behaviour

Perception

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters