Exam 4: Learning and Memory

________ memory permits temporary storage of information we receive from our senses.

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

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.

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

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?

Another name for instrumental conditioning is ________ conditioning.

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.

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

Give a brief explanation of cognitive learning.

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.

Claudia Norman was a marketing consultant.She recommended that brand equity for a new environmentally friendly product could be established by giving her initial customers free memberships in the Green Peace Organisation.Claudia used which of the following in her recommendation?

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?

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?

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

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

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

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

Before starting at university, Erica had mostly worn khakis and button-down shirts.Now, after being at university for a few months, she has begun to modify her wardrobe and now mostly wears ripped jeans and T-shirts.Erica has undergone the process of

Imitating the behaviour of others is called modelling.