Deck 5: Learning and Memory

Question 1

According to classical conditioning, simply pairing one stimulus that spontaneously evokes certain meanings and feelings with another stimulus can cause a transfer of these meanings and feelings from one to the other.

Answer 1

True

Question 2

According to the discussion in your readings about sparkling wine and champagne, sparkling wine can only be called champagne if it is made in the champagne region of France.

Answer 2

True

Question 3

Misleading advertising practices are unfair because consumers must form inferences to comprehend most advertising claims.

Answer 3

True

Question 4

Classical conditioning is more effective for older, familiar brands than for newer, less familiar brands.

Question 5

Rewards increase the probability of repeat purchase.

Question 6

Research has shown that corrective advertising is typically quite effective at changing consumers' beliefs.

Question 7

In classical conditioning, better results occur when the unconditioned stimulus comes immediately after the conditioned stimulus.

Question 8

In an advertisement using classical conditioning, the product represents the conditioned stimulus.

Question 9

Research has shown that customers who pay by credit card in a restaurant leave smaller tips than those who pay by cash.

Question 10

The mere presence of credit card symbols causes people to spend more money, even when they pay in cash.

Question 11

According to operant conditioning, eliminating shipping cost, expediting paperwork, and shortening delivery time are examples of negative reinforcement.

Question 12

Learning under operant conditioning is faster under partial reinforcement but more persistent under continuous reinforcement.

Question 13

When an association between an unconditioned stimulus and a conditioned stimulus is learned, the conditioned stimulus presented alone will elicit a conditioned response similar to the original unconditioned response.

Question 14

"Women who look younger use Oil ofOlay" is an example of a claim that implies more than is actually stated.

Question 15

Without memory, we cannot physically function in society.

Question 16

All thinking and reasoning occurs in short-term memory.

Question 17

As comprehension increases, memory performance decreases.

Question 18

"More doctors recommend taking an Aspirin every day" is an example of a comparison omission.

Question 19

Exposing people to a large amount of information is not sufficient to produce learning.

Question 20

If information in short-term memory is not used, it can be lost in only 18 seconds.

Question 21

The priming effect has a powerful influence in experimental settings but it is uncommonly found day-to-day life.

Question 22

As discussed in your readings, the best way to combat a marketplace rumor is to deny it publicly and vigorously.

Question 23

The encoding-specificity principle suggests that if you studied while listening to the radio, you should probably be listening to the radio right now to do well on this test.

Question 24

Retroactive interference occurs when information learned earlier blocks memory for information learned later.

Question 25

The more familiar a neutral product becomes, the more a consumer will like the product.This is called the truth effect.

Question 26

is a learning theory centered on creating associations between meaningful objects or ideas (stimuli) to elicit the desired responses.

A)Classical conditioning
B)Instmmentalleaming
C)Operant conditioning
D)Persistence
E)Blocking

Question 27

Once information is transferred into long-term memory it remains there permanently and cannot be forgotten.

Question 28

Recently processed information is typically more accessible than information processed long ago.

Question 29

Transience is the inability to forget things one wants to forget.

Question 30

Long-term memory has a capacity of 5 to 9 units.

Question 31

The passage of time is primarily responsible for consumers forgetting advertising messages.

Question 32

In Pavlov's famous classical conditioning experiment, the dog food served as the:

A)unconditioned stimulus
B)conditioned stimulus
C)unconditioned response
D)conditioned response
E)None of the above is correct.

Question 33

In associative networks, when new associations compete with old associations, this is called the encoding-specificity principle.

Question 34

Depth-of-processing research shows that memory performance degrades with effort.

Question 35

Thinking about cleaning bathroom made Sandra think about washing her bathroom rugs, and then that made her think about buying a new rug for the kitchen.This "stream of thinking" is show how blocking works.

Question 36

As familiarity of a product claim increases, belief in that claim decreases.

Question 37

is the process of acquiring new information and knowledge for application to future behavior.

A)Classical conditioning
B)Learning
C)Association principle
D)Memory retrieval
E)Blocking

Question 38

Repeating an advertisement over and over again decreases its believability.

Question 39

Short-term memory has a capacity of 5 to 9 units.

Question 40

The tip-of-the-tongue effect shows that forgetting can occur even if the information is stored in memory.

Question 41

Which of the following about operant conditioning is false?

A)In operant conditioning the stimulus follows the response.
B)Learning via operant conditioning is more persistent under conditions of partial reinforcement.
C)Extinction is the absence of a reward.
D)Learning is faster under conditions of continuous reinforcement.
E)Positive reinforcement encourages the probability of a response while negative reinforcement discourages the probability of a response.

Question 42

When a consumer views an ad for a favorite product, prior experiences with this product are likely to be primed or activated from memory.This is an example of:

A)the organizational principles oflong-terrn memory
B)the encoding-specificity principle oflong-terrn memory
C)the association principle oflong-term memory
D)the limited-capacity principle oflong-terrn memory
E)None of the above is correct.

Question 43

Which of the following is an example of a comparison omission?

A)Tylenol may relieve minor arthritis pain.
B)Women who look younger use Oil ofOlay.
C)Ann & Hammer baking soda absorbs more refrigerator odors.
D)Don't you want your family to be protected with AFLEC insurance?
E)Be fresh all day; use Degree Deodorant.

Question 44

Which of the following could not serve as an unconditioned stimulus in an advertisement?

A)Puppies
B)A laughing baby
C)A song
D)A view of a beautiful sunset on the beach
E)All of the above could apply.

Question 45

According to operant conditioning, eliminating shipping cost, expediting paperwork, and shortening delivery time are examples of what?

A)Positive reinforcement
B)Conditioned response
C)Negative reinforcement
D)Partial reinforcement
E)Extinction

Question 46

In operant conditioning, is the absence of a reward, and decreases the probability of a response.

A)positive reinforcement
B)conditioned response
C)negative reinforcement
D)partial reinforcement
E)extinction

Question 47

Which of the following about classical conditioning is false?

A)Pavlov illustrated classical conditioning with a dog, some food, and a bell.
B)In advertising, the unconditioned response is some feeling toward the unconditioned stimulus.
C)It is crucial for advertisers to pick unconditioned stimuli that appeal to the target market.
D)Conditioning can occur after only one pairing of the unconditioned and conditioned stimuli.
E)Pairing the unconditioned stimulus with the conditioned stimulus leads to stimulus generalization.

Question 48

Which of the following about absent-mindedness is true?

A)Lapses in attention during encoding can lead to forgetting.
B)Memory performance improves with effort.
C)Lapses in attention during retrieval can lead to forgetting.
D)Memory performance improves when people have to generate answers rather than simply reading them from a list.
E)All of the above are true.

Question 49

Which of the following statements regarding short-term memory is false?

A)Something stored in short-term memory can last from just minutes up to about 18 hours.
B)Short-term memory is capable of holding approximately 5 to 9 units.
C)Short-term memory benefits from rehearsal.
D)All thinking and reasoning occurs in short-term memory.
E)Short-term memory is sometimes called working memory.

Question 50

refers to forgetting due to shallow or superficial processing of information during encoding or retrieval.

A)Persistence
B)Bias
C)Absent-mindedness
D)Misattribution
E)Transience

Question 51

Feelings of familiarity, false memories, and source confusion are associated most closely with which of the seven sins of memory?

A)Persistence
B)Blocking
C)Absent-mindedness
D)Misattribution
E)Suggestibility

Question 52

An advertisement for Campbell's soup showed a bowl of soup with the meat and vegetables bursting above the broth.In reality, the product doesn't normally do this, potentially misleading consumers.In this case, Campbell's may be required by the Federal Trade Commission to:

A)air corrective advertising
B)recall the product
C)offer a rebate on the product
D)issue an apology
E)offer a coupon for the product

Question 53

"If you don't use it; you lose it." This statement refers to which of the seven sins of memory?

A)Persistence
B)Bias
C)Suggestibility
D)Misattribution
E)Transience

Question 54

In classical conditioning, when the conditioned stimulus is presented after the unconditioned stimulus, this is called:

A)pre-exposure effect
B)forward conditioning
C)delayed conditioning
D)backward conditioning
E)operant conditioning

Question 55

For better results, the should immediately precede the in classical conditioning.

A)unconditioned stimulus; conditioned stimulus
B)conditioned stimulus; unconditioned stimulus
C)unconditioned stimulus; conditioned response
D)conditioned response; unconditioned response
E)unconditioned response; conditioned response

Question 56

is when related information interferes with remembering.

A)Persistence
B)Blocking
C)Absent-mindedness
D)Misattribution
E)Transience

Question 57

From a learning perspective, coupons, trading stamps, loyalty programs, and rebates are all examples of?

A)Transformational promotion
B)Positive reinforcement
C)Indirect comparative advertising
D)Priming effect
E)Rote learning

Question 58

In advertisements using classical conditioning, the brand serves as the:

A)unconditioned stimulus
B)conditioned stimulus
C)unconditioned response
D)conditioned response
E)None of the above is correct.

Question 59

Which of the following is not one of the seven sins of memory?

A)Persistence
B)Bias
C)Suggestibility
D)Misattribution
E)All of the above are part of the seven sins of memory.

Question 60

Short-term memory has a capacity of , and long-term memory has a capacity of .

A)7 ± 2 units; 60,000 units
B)60,000 units; 7 ± 2 units
C)5-9 units; unlimited units
D)unlimited units; 5-9 units
E)unlimited units; unlimited units

Question 61

What are the types of "forgetting" that can occur in long-term memory?

Question 62

Provide an example of three advertising claims that are literally true but figuratively false and justify your reasoning.

Question 63

List and defme the seven sins of memory.

Question 64

What is the best strategy to use when combating marketplace rumors?

A)Deny the rumor publicly
B)Ignore it
C)Create positive associations in the consumer's mind
D)Counterattack the competition
E)All of the above are good strategies to combat a marketplace rumor.

Question 65

Describe the process of classical conditioning.

Question 66

People often believe their own preferences are more consistent than they actually are.This phenomenon is associated most closely with which of the seven sins of memory?

A)Misattribution
B)Bias
C)Persistence
D)Blocking
E)Transience

Question 67

Design an experiment to test the mere exposure effect.(Make sure you label the variables by type.)

Question 68

After hearing a new song several times, the song begins to appeal to you and you begin to like it more.This is an example of:

A)classical conditioning
B)the truth effect
C)operant conditioning
D)cognitive dissonance
E)None of the above is correct.

Question 69

Persuasive influences in advertising based on repetition effects, the truth effect, and mere exposure effect, are all based on what underlying memory phenomenon?

A)Availability heuristic
B)Familiarity
C)Arousal intensity
D)Forgetting
E)Operant conditioning

Question 70

Consider the product "Miller Lite Beer." When you think of Miller Lite, key features emphasized in Miller's advertising may come to mind, namely "tastes great" and "less filling." If you thought a bit longer, other concepts, like alcohol and calories, might also come to mind.Together, all of these pieces make up what is known as:

A)an associative network
B)a vicarious memory
C)mere exposure effect
D)an episodic memory
E)excitation transfer theory

Question 71

What is the difference between classical conditioning and operant conditioning?

Question 72

What implications does the encoding-specificity principle present for learning strategies?

Question 73

The association principle of long-term memory explains all of the following phenomena except:

A)the priming effect
B)proactive associative interference
C)retroactive associative interference
D)misattribution
E)spreading activation

Question 74

Your readings talk about how memory is like a computer.Using this same type of analogy, how is memory like a bucket of water? Identify 3 ways.(Advice: In your discussion, make sure you name the concept and you clearly show the concept's meaning through the analogy.For example, "life is like a box of chocolates," according to Forrest Gump.One concept related this is you "never know what type you're are going get." This represents the
uncertainty oflife, and how we don't know what outcomes will come from our choices.)

Question 75

Placing the picture of "Tony the Tiger"from the Frosted Flakes cereal commercial on Frosted Flakes cereal boxes helps consumers to recall the commercial while shopping at the grocery store.This is an example of:

A)the managerial principle oflong-terrn memory
B)the encoding-specificity principle oflong-terrn memory
C)the contrast principle oflong-terrn memory
D)the limited-capacity principle oflong-terrn memory
E)the accessibility principle oflong-terrn memory

Question 76

Explain the association principle oflong-term memory.

Question 77

Companies regularly must combat marketplace rumors.Several years ago Wendy's Restaurants were faced with one such problem.A rumor that Wendy's uses horserneat mixed in with their hamburger meat was spreading rapidly.Sales started to plummet.However, the vast majority of consumers did not believe the rumor.
a.How can a rumor that no one believes still hurt sales? Justify your answer.
b.To combat the rumors, Wendy's had three choices: (1) Flood the market with ads and new stories denying the rumors; (2) Flood the market with ads and new stories that focuses on new products and benefits offered by Wendy's; (3) Totally iguore the rumors and continue with their regular advertising carnpaigu.What should Wendy's
have done to combat the rumors? Justify your answer.

Question 78

Band-Aid brand bandages keeps running advertisements stating that its brand has the strongest adhesive of any bandage brand.They are hoping to take advantage of what effect?

A)Mere exposure effect
B)Generation effect
C)Blocking effect
D)Truth effect
E)Tip-of-the-tongue effect

Question 79

Information learned earlier reduces memory for related information learned later.This is an example of:

A)the priming effect
B)proactive associative interference
C)retroactive associative interference
D)the recency effect
E)persistence

Question 80

The first time Terri tried sushi, she didn't like it, but she kept trying it every time her roommates brought it horne.The third time she tried, she decided she actually liked the taste.This is an example of what effect?

A)Mere exposure effect
B)Elaboration likelihood model effect
C)Associative memory effect
D)Truth effect
E)Halo effect