Deck 14: Learning and Memory

Question 1

Incidental learning occurs without deliberate effort when a consumer encounters a source of unsought information.

Answer 1

True

Question 2

Cognitive psychologists suggest that there are two interrelated memory stores: the short-term memory and the long-term memory.

Answer 2

False

Question 3

Iconic memory is a type of sensory memory that holds audio information.

Answer 3

False

Question 4

A person's span of recall is the number of discrete items that can be held at once in the long-term memory.

Question 5

Mental completion is a human's tendency to remember incomplete patterns better than complete patterns.

Question 6

Retroactive inhibition occurs when earlier learned information hinders later learning of similar information.

Question 7

With fixed ratio reinforcement, rewards are administered after a certain time interval elapses, even if several correct responses might have occurred during the time interval.

Question 8

Punishment is similar to reinforcement because both work through their creation of a stimulus-response link.

Question 9

Associative learning is based on conditioning.

Question 10

Three steps to the cognitive reasoning process are hypothesis generation, hypothesis testing, and hypothesis revision.

Question 11

The silent, mental repetition of a piece of information in short-term memory also referred to as a form of inner speech is __________.

A) Recirculation
B) Maintenance rehearsal
C) Semantic processing
D) Sensory processing
E) Elaborative processing

Question 12

Exposure to repeated claims leads to increased belief in those claims is the __________.

A) Mere exposure effect
B) Truth effect
C) Habituation effect
D) Message wearout effect
E) Counterarguing effect

Question 13

Advertising which is bunched together in one or more short time periods during an advertising campaign, often coinciding with peak buying periods, is __________.

A) Spaced advertising
B) Yield advertising
C) Pulse advertising
D) Flight advertising
E) Massed advertising

Question 14

Use of sales promotion, publicity, packaging, and other promotional tools that contain common elements, such as the same selling message, graphic design, and trade character, is __________.

A) Massed advertising
B) Pulse advertising
C) Integrated marketing communications
D) Decay
E) Reminder advertising

Question 15

A commercial which gets you to imagine yourself driving a brand new 2010 Audi A6 is an example of which principle of learning?

A) Mental completion
B) Covert involvement
C) Semantic generalization
D) Visual imagery
E) Mnemonics

Question 16

Toyota's recall on many of its products forced the company to institute a __________ strategy where upper-level executives admitted the company's shortcomings and apologized for them.

A) Mental completion
B) Extinction
C) Reinforcement
D) Semantic
E) Mea culpa

Question 17

When a consumer is asked by a salesperson for a big favor that he or she is expected to refuse and is then offered a lesser option, the salesperson is using what shaping technique?

A) Foot-in-the-door compliance technique
B) Door-in-the face compliance technique
C) Conditioning technique
D) Shape-and-sell technique
E) Up-sell technique

Question 18

Which consumer learning theory states that the majority of human learning is the product of thinking and problem solving?

A) Cognitive reasoning theory
B) Affective transferor theory
C) Covert learning theory
D) Overt learning theory
E) Operant conditioning theory

Question 19

Test-driving a vehicle prior to purchasing it allows for __________.

A) Cognitive learning
B) Mental completion learning
C) Experiential learning
D) Analogical learning
E) Secondary use learning

Question 20

What is analogical learning?

A) Finding new uses for an existing product
B) Transferring knowledge from an existing domain to another similar arena
C) Imitation learning
D) Learning through experience
E) Learning through relation
Short-Answer Questions

Question 21

Define the three types of long-term knowledge structures.

Question 22

Describe the difference between massed advertising flights and massed advertising pulsing.

Question 23

Cite four scenarios where the rapid forgetting curve is most likely to take place.

Question 24

Describe the difference between a cued recall and a free recall.

Question 25

Cite and define the four learning elements.

Question 26

Cite and describe three forms of nonverbal communication.

Question 27

Describe three common marketplace applications of stimulus generalization. Cite an example of your application.

Question 28

Describe the difference between continuous reinforcement and partial reinforcement. Which style leads to more permanent learning?

Question 29

Cite and briefly define the four types of association.

Question 30

What is operant conditioning? Cite one marketing condition of operant conditioning.