Deck 9: Conditioning and Learning Processes

Question 1

The process by which a response that results in neutral consequences diminishes in frequency over time is called:

A) reinforcement.
B) stimulus pairing.
C) extinction.
D) aversion.
E) de-scheduling.

Answer 1

C

Question 2

Live modeling and symbolic modeling can be associated with which of the following?

A) Operant learning
B) Pavlovian learning
C) Vicarious learning
D) Gestalt learning
E) Classical learning

Answer 2

C

Question 3

Which of the following involves a process of arranging conditions that change the probabilities of certain behaviors not as ends in themselves but to increase the probabilities of other behaviors?

A) Discriminative stimuli
B) Reinforcement scheduling
C) Shaping
D) Modeling
E) Response facilitation

Answer 3

C

Question 4

Classical conditioning focus upon behaviors:

A) that are assumed to be involuntary in nature.
B) that are conditioned by the principle of conscious control.
C) that are totally voluntary in nature.
D) that do not impact affective responses.
E) that are reasonably resistant to extinction.

Question 5

Under which of the following process of conditioning,a neutral stimulus becomes capable of eliciting a response because it was repeatedly paired with a stimulus which naturally causes the response?

A) Gestalt conditioning
B) Classical conditioning
C) Paired conditioning
D) Operant conditioning
E) Modeling conditioning

Question 6

Which of the following reinforcement schedules produce high rates of behavior that are reasonably resistant to extinction?

A) Continuous reinforcement schedules
B) Variable-ratio schedules
C) Paired reinforcement schedules
D) Statistical reinforcement schedules
E) Continual reinforcement schedules

Question 7

Which of the following can be used to acquire new response patterns that previously were not in the consumer's behavioral repertoire?

A) Response facilitation
B) Discriminative stimuli
C) Shaping
D) Modeling
E) Reinforcement scheduling

Question 8

Promotions in which the consumer receives one free unit of the product with every two units purchased are examples of:

A) standard-based schedule.
B) variable ratio schedule.
C) fixed ratio schedule.
D) continual reinforcement schedule.
E) paired schedule.

Question 9

Which of the following is commonly used by advertisements and commercials to influence customer behavior?

A) Vicarious learning
B) Cognitive training
C) Classical conditioning
D) Survey dips
E) Response facilitation

Question 10

Which of the following allows operant conditioners to account for the effects or antecedents to behavior on changing behavior?

A) Discriminative stimuli
B) Determining stimuli
C) Vicarious stimuli
D) Discrepent stimuli
E) Distinctive stimuli

Question 11

Operant behaviors arise because of:

A) consequences that occur after the behavior.
B) stimuli that occur before the response.
C) the descending order of probability of occurrence.
D) involuntary responses.
E) the probability of making a particular desired response big.

Question 12

In general,the likelihood,that rewards will be reinforced and result in the repetition of the required behavior of consumers,increases based on these characteristics of the reward:

A) quantity and time.
B) quality and quantity.
C) quality and type of reward.
D) advertising and quality.
E) time and quality.

Question 13

Which of the following can influence an individual to work to obtain,to avoid,or to be indifferent to a wide variety of products and services?

A) Operant conditioning
B) Paired conditioning
C) Vicarious conditioning
D) Gestalt conditioning
E) Classical conditioning

Question 14

Which of the following is true about vicarious learning?

A) It does not impact affective responses.
B) It has little/no impact upon the adoption process.
C) It is a form of classical conditioning.
D) It allows consumers to learn effective behavior while avoiding the negative consequences of mistakes.
E) It is ineffective as a result of its impersonal nature.

Question 15

Operant conditioning deals with:

A) controlling the autonomic nervous system.
B) behaviors under the individual's conscious control.
C) behaviors under the smooth muscle control.
D) behaviors emitted by stimuli that occur before the response.
E) behaviors not under the individual's conscious control.

Question 16

Which of the following deals with behaviors that are usually assumed to be under the conscious control of the individual?

A) Operant conditioning
B) Pavlovian conditioning
C) Vicarious conditioning
D) Gestalt conditioning
E) Classical conditioning

Question 17

The classical conditioning theory evolved from experiments conducted by:

A) Peters.
B) Skinner.
C) Gestalt.
D) Pavlov.
E) Freud.

Question 18

Modeling tends to be more effective when:

A) the sequence of the modeled behavior is detailed carefully and vividly.
B) the modeled behavior is juvenile.
C) the modeled behavior is overly complex/complicated.
D) the model has no apprehensions.
E) the model is a common face.

Question 19

$1 coupon for Nuttela bread spread would likely increase the probability of purchase of the bread spread and lead to future purchases of this product than would a 50-cent coupon.This is an example of which of the following types of reinforcement?

A) Continual reinforcement
B) Statistical reinforcement
C) Positive reinforcement
D) Negative reinforcement
E) Paired reinforcement

Question 20

Under _____,a reward may increase the probability of the behavior being repeated.

A) positive reinforcement
B) stimulus pairing
C) negative reinforcement
D) repetitive influence
E) behavioral extinction

Question 21

It is not possible to influence emotional behavior through vicarious learning.

Question 22

The perceived similarity of the model to the observer influences the effectiveness of models.

Question 23

Neutral consequences occur during extinction.

Question 24

Vicarious learning can lead to response facilitation.

Question 25

According to Pavlov,conditioned stimuli are those that are naturally associated with a specific response.

Question 26

Shaping can be used to influence several stages in a purchase sequence.

Question 27

A major advantage of discriminative stimuli for consumers is that they can learn effective purchase and use behavior while avoiding negative consequences.

Question 28

Discriminative stimuli allow operant conditioners to account for the effects or antecedents to behavior on changing behavior.

Question 29

Neutral consequences increase the probability of behavior.

Question 30

The fixed ratio schedules produce high rates of behavior that are reasonably resistant to extinction.

Question 31

Sweepstakes,contests,and door prizes are examples of variable ratio schedules.

Question 32

Through the classical conditioning process,a particular stimulus can evoke positive,negative,or neutral feelings.

Question 33

Characteristics of modeled consequences increases the likelihood that vicarious learning will occur.

Question 34

Marketers often pair emotional stimuli that generate strongly positive feelings with their product in advertising and in-store settings in order to enhance the likelihood of purchase of the product.

Question 35

Vicarious learning can employ extinction to reduce the frequency of behavior.

Question 36

Because most products are mature and many markets are saturated,operant conditioning is likely to be a useful strategy for low-involvement purchases.

Question 37

Operant behaviors are emitted because of consequences that occur after the behavior.

Question 38

If a response is followed by a noxious or aversive event,the frequency of the response is likely to decrease.

Question 39

Modeling is least helpful in developing information contact behaviors.

Question 40

Marketers do not employ operant conditioning to decrease the probability of a response.

Question 41

Briefly describe the foundations of classical conditional theory.

Question 42

_____ is the process of altering the probability of a behavior being emitted by changing the consequences of the behavior.

Question 43

The _____ method of operant conditioning presents aversive consequences.

Question 44

List the three steps involved in the vicarious learning process.

Question 45

_____ refers to processes by which people change their behaviors because they observed the actions of other people and the consequences that occurred.

Question 46

Briefly describe the types/roles of reinforcement schedules in operant conditioning.

Question 47

Explain the factors influencing modeling effectiveness.

Question 48

Briefly differentiate between operant theory' concepts of positive reinforcement,negative reinforcement,and punishment.How can the marketer use each?

Question 49

Briefly describe the ways in which classical and operant conditioning vary.Also explain the marketing implications of the operant conditioning principle?

Question 50

Briefly describe vicarious learning and its usefulness in forming marketing strategies.

Question 51

If all of the possible behaviors are arranged in descending order of probability of occurrence,the result is _____.

Question 52

When the reward increases the probability of the behavior being repeated,it is called _____ reinforcement.

Question 53

Explain the marketing implications of classical conditioning.

Question 54

Briefly describe the concept of shaping?

Question 55

Conditions can be arranged such that every second,third,or tenth time the behavior is performed,it is reinforced.This is called a _____ schedule.

Question 56

Affective responses often follow the principles of _____ conditioning.

Question 57

Factors that have been found to increase the likelihood that vicarious learning will occur include model and modeled behavior characteristics,characteristics of modeled consequences,and _____.

Question 58

The frequency of consumer behavior can also be increased by removing aversive stimuli.This is called _____ reinforcement.

Question 59

Explain discriminative stimuli?

Question 60

When the neutral stimulus causes a similar response through repeated pairings,it becomes a _____ stimulus.