Deck 5: Learning and Memory

Question 1

The _______ model rejects the notion that internal mental processes such as thoughts and feelings are important in learning.

A) cognitive
B) emotive
C) behavioral
D) observational

Answer 1

C

Question 2

According to the behavioral learning approach,

A) learning is a process of mental activity and deliberation.
B) a behavior is learned when we watch what other people do.
C) information processing relies entirely on mental processes.
D) learning happens without any complex thoughts or processes.

Answer 2

D

Question 3

The _______ view of learning proposes that a consumer's previous experiences with a stimulus will result in automatic responses the next time the consumer encounters that stimulus.

A) emotive
B) observational
C) behavioral
D) cognitive

Answer 3

C

Question 4

In behavioral learning, consumers typically

A) search for information.
B) make automatic decisions.
C) check consumer reviews.
D) weigh a product's attributes.

Question 5

In cognitive learning, consumers typically

A) make automatic decisions.
B) reject past product assessments.
C) remain impartial or impulsive.
D) search for and evaluate information.

Question 6

Which of the following provides an example of classical conditioning?

A) An individual learns a connection between two stimuli that are paired with one another.
B) An individual decides to reduce their overall level of consumption.
C) An individual's behavior is changed through reinforcement that follows a desired response.
D) An individual learns by modeling the behaviors of those around them.

Question 7

Which type of conditioning occurs when a connection is established between the neutral stimulus and the unconditioned stimulus?

A) Episodic
B) Higher-order
C) Operant
D) First-order

Question 8

Which type of conditioning occurs when two conditioned stimuli are paired?

A) First-order
B) Episodic
C) Higher-order
D) Operant

Question 9

What occurs when an individual can distinguish between two stimuli?

A) Operant conditioning
B) Stimulus discrimination
C) Positive reinforcement
D) Stimulus generalization

Question 10

Which type of conditioning occurs when an individual's behavior is changed through reinforcement that follows a desired response?

A) Higher-order
B) Episodic
C) Operant
D) First-order

Question 11

A fixed ratio schedule applies reinforcement after a(n)

A) known and specific timeframe.
B) unknown amount of time.
C) unknown number of responses.
D) specific number of responses.

Question 12

When consumer looks at a nutrition label and incorporates nutrition-related information into their decision-making process they are engaged in _______ learning.

A) cognitive
B) incidental
C) behavioral
D) observational

Question 13

Observational learning is also known as

A) positive reinforcement.
B) social learning theory.
C) higher-order conditioning.
D) stimulus discrimination.

Question 14

According to observational leaning, behavior is learned

A) when an individual behaves in a certain way to avoid something unpleasant.
B) through previous experiences with a stimulus and memories of when the stimulus was encountered.
C) when a connection is established between the neutral stimulus and the unconditioned stimulus.
D) when we watch what other people do and the outcomes they receive.

Question 15

You are visiting a new city and do not know how to use a ticketing machine at a train station. You learn how to get your ticket by watching other people use the machine. This scenario is an example of _______ learning.

A) behavioral
B) incidental
C) observational
D) semantic

Question 16

The nonpurposeful acquisition of knowledge is called

A) incidental learning.
B) passing off.
C) observational learning.
D) classical conditioning.

Question 17

Which of the following is one of the most widely-used models in consumer behavior?

A) Variable ration schedules
B) Information processing
C) Classical conditioning
D) Negative reinforcement

Question 18

Information processing provides details about the processes involved in information

A) passing off, conditioning, and chunking.
B) exposure, adaptation, and selection.
C) interpretation, storage, and retrieval.
D) stimulus, closure, and attention.

Question 19

What is the first stage in the information processing model?

A) Passing off
B) Knowledge
C) Exposure
D) Conditioning

Question 20

What is a choice criterion?

A) The systematic interpretation of new information
B) A reinforcement that is no longer motivating
C) The nonpurposeful acquisition of knowledge
D) A rule or a standard by which a decision will be made

Question 21

Exposure occurs

A) when the sensory system detects information from the environment.
B) when a stimulus that is similar to a conditioned stimulus elicits a similar conditioned response.
C) by the encoding of neural tissue in the brain that is often located within a neural network.
D) when individuals overcome fear by ignoring pieces of information.

Question 22

Information must proceed through the stages in the information processing model to make it into a(n)

A) choice criterion.
B) long-term memory.
C) operant condition.
D) neutral operant.

Question 23

What must occur for successful storage of a new piece of information?

A) Acceptance
B) Composition
C) Retention
D) Exposure

Question 24

Acceptance or rejection happens when

A) consumers interpret and understand the meaning of the information.
B) the sensory system detects information from the environment that is threatening or unpleasant.
C) a stimulus goes unnoticed and is not important or valuable to an individual.
D) the consumer elaborates on the information and considers any existing choice criteria.

Question 25

What occurs when consumers interpret and understand the meaning of information?

A) Comprehension
B) Acceptance
C) Retention
D) Focus

Question 26

_______ refers to how information enters the memory.

A) Exposure
B) Retrieval
C) Focus
D) Encoding

Question 27

_______ is a system whereby information is received, sorted, organized, stored, and retrieved at a later time.

A) Memory
B) Choice criterion
C) Storage
D) Acceptance

Question 28

_______ refers to how encoded information is retained in memory.

A) Exposure
B) Interpretation
C) Storage
D) Attention

Question 29

Why do individuals engage in strategic memory protection?

A) To make sure that their friends and loved ones share the same memories
B) To avoid information that is not easy to comprehend and encode
C) To make sure their important memories remain as accurate as possible
D) To interpret and understand the meaning of new and confusing information

Question 30

Sensory moments are fleeting because

A) no attention or interpretation occurs.
B) they are not personally relevant.
C) they can be negative or confusing.
D) no information is present.

Question 31

Which strategy helps an individual group together similar or meaningful pieces of information?

A) Reinforcement
B) Chunking
C) Acceptance
D) Retention

Question 32

Short-term memory is

A) where sensory information is briefly processed.
B) how cognitive learning is established.
C) a systematic way of gathering new information.
D) where behavioral intelligence is established.

Question 33

Potentially, how long can long-term memory store information?

A) 15 months
B) 50 years
C) 20 years
D) Forever

Question 34

What is an engram?

A) Information that enters the memory
B) A fresh piece of information
C) Forgotten sensory information
D) The trace of a memory in the brain

Question 35

Which type of memory consists of knowledge that allows us to perform certain behaviors?

A) Episodic
B) Procedural
C) Declarative
D) Semantic

Question 36

Which type of memory consists of a collection of facts and events?

A) Procedural
B) Explicit
C) Declarative
D) Sensory

Question 37

What is retrieval?

A) The process whereby we gain access to stored memories
B) The retention of a specific memory in the brain
C) The systematic mode of gathering new information
D) The knowledge that allows us to perform certain behaviors

Question 38

_______ requires the memory to retrieve information by experiencing it again.

A) Relearning
B) Recollection
C) Retention
D) Recognition

Question 39

What is explicit memory?

A) A standard by which a decision is made
B) The spontaneous recollection of a childhood memory
C) The conscious recollection of information
D) Remembering without conscious awareness

Question 40

Implicit memory

A) disrupts cognitive recollection and retention.
B) is remembering without conscious awareness.
C) is a rule or a standard by which a decision will be made.
D) requires a purposeful effort to access the information.

Question 41

Marketers that want consumers to intentionally forget information that is no longer useful may want to use

A) passing off.
B) proactive interference.
C) engrams.
D) retroactive interference.

Question 42

How can insight derived from classical conditioning be used to make the best use of celebrity endorsers in advertising? What are the pros and cons associated to using classical conditioning to help consumers connect a celebrity to a brand?

Question 43

When consumers are facing a new consumption experience, how do they determine which behaviors are appropriate? How can a marketer influence this process? Provide an example.

Question 44

Lenient return policies encourage purchases, but the cost for the retailers can be high when customers return products. How can operant conditioning be used to discourage consumers from returning their purchases?

Question 45

Why is it important that marketers recognize the difference between intentional learning and incidental learning?

Question 46

Why is understanding the function and structure of memory important for marketing professionals?

Question 47

What is the difference between sensory memory, short-term memory, and long-term memory?

Question 48

How can marketing researchers use information about the structure and content of the memory to create consumer insights?

Question 49

What are episodic memories and why do advertisers sometimes use them in advertisements?

Question 50

What are semantic memories? Provide an example of one.

Question 51

Identify and describe the three ways in which memories are accessed. Provide an example for each.

Question 52

Define behavioral learning and cognitive learning. Identify the benefits and drawbacks of each.

Question 53

Describe the five-step information processing model and explain what occurs at each step. How is this model different from the perceptual processing model?

Question 54

What are pictorial and verbal cues? Why is it important that marketers identify them? How do marketers use them? Give examples.