Deck 3: Learning and Memory

Question 1

Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line.This action is known as:

A) product association.
B) product knock-offs.
C) licensing.
D) allowable franchising.

Answer 1

C

Question 2

A coffee chain could not understand why its new commercial was not successful at improving sales .The commercial,which showed its latte followed by a jingle,had aired for a month on popular television stations.This commercial was not successful because:

A) television advertising is not an effective medium for promoting coffee.
B) jingles are not effective at creating conditioned responses to brands.
C) the commercial should have played the jingle before showing the latte.
D) because the television commercial was shown for a month, any product associations between the jingle and the latte became extinct.

Answer 2

C

Question 3

Casual,even unintentional,acquisition of knowledge is called:

A) incidental learning.
B) piggybacking.
C) stimulus-response connections.
D) accidental knowledge.

Answer 3

A

Question 4

Neutrogena is a well-known brand of shampoo sold in a distinctively shaped unbreakable bottle.A major New York store sells shampoo in a nearly identical-looking bottle with its own name on it.Consumers who purchase the private label brand assuming it shares the product attributes of Neutrogena are showing the influence of:

A) stimulus discrimination.
B) extinction.
C) unconditioned stimulus.
D) stimulus generalization.

Question 5

Derek has seen a commercial for a phone company so many times that he no longer pays attention to it.Derek is experiencing:

A) sleeping effect.
B) advertising burnout.
C) advertising wearout.
D) stimulus discrimination.

Question 6

Scott thought of himself as a very successful marketer.He created a campaign with a product logo that was very popular and that customers associated with a quality product.It was so popular that,in a few months,the logo began to appear almost everywhere.Instead of increasing sales of the product,the customer demand began to decrease as the competitor's product became more successful.What characteristic of learning was ruining Scott's apparent success?

A) Too much repetition was decreasing the strength of the CS, thus leading to extinction of the learned relationship between the logo and the quality of the product.
B) Customers confused Scott's logo with the logo of Scott's competitor, thus cognitive learning was incomplete and Scott lost customers.
C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's competitor used a variable-ratio schedule.
D) Scott never provided any positive reinforcement for purchasing his product and thus customers became disinterested in the logo.

Question 7

What do we call the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but,over time,also causes a similar response because of its association with the first stimulus?

A) operant conditioning
B) learned pairing phenomenon
C) instrumental conditioning
D) classical conditioning

Question 8

Why do companies use the masked branding strategy?

A) to create discernible brand extensions
B) to confuse customers into buying their product instead of buying their competitor's product
C) yo deliberately hide a product's true origin
D) yo facilitate a penetration pricing strategy

Question 9

When Coach became worried about negative associations of Nicole "Snookie" Polizzi using their products,they sent her their competition's products to use instead.Coach was trying to:

A) promote a brand extension.
B) encourage observational learning.
C) weaken the associative learning that may have occurred.
D) encourage cognitive transfer between the two brands.

Question 10

You see a humorous commercial for Coca-Cola that has been repeated several times during your favourite TV show.While you are at the grocery store,you see a bottle of Coca-Cola and smile uncontrollably at the products.What is this an example of?

A) classical conditioning
B) instrumentalconditioning
C) subliminal perception
D) incidental learning

Question 11

Another word for learning would be ________.

A) masked behaviour
B) modelling
C) activation
D) conditioning

Question 12

Repeated pairings of CS and UCS over time may lead to a certain level of association,but when the pairings are only occasionally presented,the prior linking effects may disappear completely.This is called:

A) cue-dependent forgetting.
B) decay.
C) retro-conditioning.
D) extinction.

Question 13

If consumers repeatedly see TV ads for a "decadent" ice cream (perhaps "Pure Cream and Berries Ice Cream"),they will feel hungry for some in the future when they merely hear the brand name.Their hunger is an example of a/an:

A) conditioning trial.
B) conditioned response.
C) conditioned cue.
D) voluntary action.

Question 14

__________ is the process of acquiring information and storing it over time so that it will be available when needed.

A) Learning
B) Memory
C) Perception
D) Motivation

Question 15

For the second time that day,Karla heard a radio ad announcing 40% off all spring jackets at a downtown Halifax ladies' wear store.She decided to go and check out the sale as a result of the ads.We would conclude that ________ has occurred.

A) vicarious learning
B) coordinated repetition
C) brand loyalty
D) learning

Question 16

__________ refers to a relatively permanent change in behaviour that is caused by experience.

A) Learning
B) Memory
C) Perception
D) Motivation

Question 17

Juan,while out cycling in Vancouver one day,found himself humming a jingle for farm tractors that he had heard on the radio.He found this surprising,as he had absolutely no interest in farming or tractors.This acquisition of knowledge is known as:

A) vicarious observation.
B) psychological stimulation.
C) subliminal perception.
D) incidental learning.

Question 18

Recent research shows that a car manufacturer,Grey Motors,is perceived as being "old" by young consumers.To overcome this issue they create a new product line,Flash,and in their advertising materials hide all associations with Grey Motors.This is an example of:

A) activation.
B) brand loyalty.
C) brand equity.
D) masked branding.

Question 19

H.J.Heinz Co.markets different food products such as ketchup,pickles,and mustard,all using the Heinz brand name.This is known as:

A) family branding.
B) synchronous branding.
C) common branding.
D) differentiated branding.

Question 20

In Pavlov's famous physiological experiments with dogs,he paired a bell with presentation of food.Over a period of time,dogs were observed to start drooling (salivating)when they heard the bell only.What was the conditioned stimulus?

A) skeletal nervous system
B) salivation
C) meat powder
D) bell

Question 21

Some drug and grocery stores have cards whereby customers can collect points for purchases.Certain levels of points result in some sort of reward.This is an example of which kind of reinforcement?

A) fixed-interval
B) fixed-ratio
C) variable-interval
D) variable-ratio

Question 22

According to the information-processing perspective,an attentional gate:

A) bridges access from the external world to the sensory memory, the first level of attention.
B) connects the episodic memory to the "store house" of flashbulb memory.
C) links sensory memory to long-term memory.
D) links sensory memory to short-term memory.

Question 23

Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases.This is known as a form of:

A) frequency marketing.
B) stimulus reward.
C) conspicuous consumption.
D) uncontrolled purchases.

Question 24

Combining small pieces of information into larger ones to help in processing is called:

A) collapsing.
B) chunking.
C) elaborative rehearsing.
D) retrieving evoked set.

Question 25

Encore Bacon is an economy product that attempts to copy Maple Leaf Bacon,a premium product.This would be known as:

A) unfair competition.
B) look-alike packaging.
C) competitive variation.
D) stimulus-response distortion.

Question 26

An advertisement for Axe Deodorant shows a young male being chased by a mob of attractive females.The brand is hoping that male consumers will learn to purchase their products via a process of ______________.

A) observational learning
B) operant conditioning
C) classical conditioning
D) shaping

Question 27

"Working memory" is another name for:

A) episodic memory.
B) short-term memory.
C) sensory memory.
D) elaborative rehearsal.

Question 28

One of the purposes of sensory memory is to hold sensations long enough for the brain to process them.The sensory information from various modalities (sight,hearing,etc.)is held for differing lengths of time,corresponding to the amount of information carried by a modality in a set period of time,before they are deleted.Knowing this,a researcher would expect ________ information to be held longer in sensory memory than ________ information.

A) visual; hearing
B) visual; touch
C) hearing; visual
D) hearing; touch

Question 29

On her first visit to China,Jane did not know how to pay for the produce she had selected at a market.She watched several Chinese women pay for their selections and then Jane copied their behaviour.This is an example of ________.

A) motivated learning
B) retrieval learning
C) modelling
D) automatic conditioning

Question 30

Kraft Foods of Canada is considering getting into the toilet paper business,which would be a new product for them to market.This strategy is known as:

A) product modification.
B) brand variation.
C) corporate repositioning.
D) product line extension.

Question 31

The main difference between operant and classical conditioning is:

A) under classical conditioning, people learn deliberately, while under operant conditioning, people learn involuntarily.
B) under classical conditioning, people learn by watching the actions of others, while under operant conditioning, people learn involuntarily.
C) under classical conditioning, people learn involuntarily, while under operant conditioning, people learn by associating behaviours with rewards and punishments.
D) based on the degree to which people are exposed to a stimulus.

Question 32

The process of acquiring information and storing it over time so that it will be available when needed is:

A) information acquisition.
B) memory.
C) retrieval.
D) chunking.

Question 33

Car ads featuring attractive women have been found to be effective because the woman is:

A) modelling.
B) masking other effects.
C) vicarious.
D) a trigger feature.

Question 34

The type of memory that processes stimuli by such attributes as their colour,taste,smell,or shape is relying on:

A) physiological memory.
B) sensory meaning.
C) semantic meaning.
D) episodic memory.

Question 35

Jessica has decided to purchase a new,long-lasting form of lipstick that has a distinctive look.Many friends compliment her on how good it looks on her.She will probably keep buying this due to:

A) hedonistic consumption.
B) unconditioned response.
C) social justification.
D) positive reinforcement.

Question 36

During the first three months after their launch of a new peanut butter product,a company uses a successive series of techniques such as give-aways,supermarket demonstration and tastings,and finally coupons for 15 percent off the retail price.This is illustrative of a process called:

A) stimulus reward.
B) shaping.
C) negative reinforcement.
D) cognitive awareness.

Question 37

The belief that if you gamble long enough (e.g.,on a slot machine),you will eventually win,shows an understanding of which type of reinforcement scheduling?

A) fixed-interval
B) fixed-ratio
C) variable-interval
D) variable-ratio

Question 38

Memory based upon the symbolic associations that consumers make between ideas and product use (e.g.,that virile men drive sports cars)is typically a function of:

A) physiological memory.
B) external memory.
C) semantic meaning.
D) episodic memory.

Question 39

If gambling is maintained by variable-ratio reinforcement,what type of reinforcement would best characterize fishing?

A) fixed-interval
B) variable-interval
C) fixed-ratio
D) mixed-ratio

Question 40

Which of the following is NOT a marketing strategy based upon stimulus generalization?

A) look-alike packaging
B) masked branding
C) product line extensions
D) family branding

Question 41

Ping,a senior,was having a problem remembering a phone number that was just given to him by a friend.This problem with his retrieval ability is:

A) perceptual.
B) psychological.
C) physiological.
D) mood congress effect.

Question 42

To facilitate consumer learning,BC Hydro compares wasting energy to wasting other things like time and water.BC Hydro is hoping that ________ will occur.

A) rote learning
B) analogical learning
C) classical conditioning
D) observational learning

Question 43

The two basic measures of advertising impact used in the industry are:

A) power and persuasiveness.
B) readership and remembrance.
C) recognition and recall.
D) reliability and recall.

Question 44

In analogical learning,the existing product is called the ______ and the new product is called the ___________.

A) node/link
B) link/target
C) base/target
D) target/link

Question 45

Lane was required to do a research project for a marketing class.He selected 100 people and put them into two groups at random.Everyone in both groups tasted a candy made in Turkey.The candy was not as sweet as the subjects expected.The first group then saw an ad that emphasized how sweet the candy was compared to other candy from Turkey.The second group did not see the ad.According to the postexperience advertising effect,what difference between the two groups should Lane expect?

A) Both groups will report the candy as being not sweet.
B) The first group will state that the candy is sweeter than will the second group.
C) The second group will state that the candy is sweeter than will the first group.
D) The postexperience advertising effect would give Lane no information to form an expectation.

Question 46

Activation models of memory consider that knowledge is coded at varying levels of complexity.The lowest level of complexity,stored in nodes,is called:

A) meaning concepts.
B) propositions.
C) schemas.
D) scripts.

Question 47

In memory,energy spreads across nodes of varying levels of abstraction.This process is called:

A) cognitive transfer.
B) need-cue memory recall.
C) node transfer.
D) spreading activation

Question 48

The beer company chose to advertise during a TV drama because of all of the following EXCEPT:

A) pacing in some sports allows attention to wander.
B) the environment of the message affects recall.
C) shows with continuous activity fare better for recall.
D) shows punctuated with a series of acts are good for recall.

Question 49

When Greg thinks of soft drinks he immediately thinks of Coca-Cola.For Greg,Coca-Cola is a ________ brand.

A) spontaneous
B) state-dependent
C) triggered
D) salient

Question 50

Deliteful Donuts mentions its main competitor in its ads.This can result in:

A) recognition and recall.
B) poorer recall for its own brand.
C) improving the recall of the other brand.
D) the von Restorff effect.

Question 51

Sherri has learned to expect a certain sequence of events when she goes to the doctor.She may become uncomfortable if the actual service differs from the:

A) meaning concept.
B) proposition.
C) intention.
D) script.

Question 52

The Campbell Soup Company recently started using "the Campbell Kids" again in their ads.They and other companies doing similar revivals of past imagery reflect the power of:

A) nostalgia.
B) the "wonder years" effect.
C) persuasive embed.
D) recognition.

Question 53

One way marketerscan trigger nostalgia in an individual is by:

A) increasing brand equity.
B) having the marketer's product present in their evoked set.
C) introducing a retro brand.
D) creating a new fashionable trend.

Question 54

Donalda was stopped in the mall by a market researcher,who asked her what ads she had seen on TV the evening before.This is an example of:

A) recognition tests.
B) short-term memory test.
C) free recall tests.
D) observational learning test.

Question 55

Some learning theorists maintain that forgetting takes place only through interference,but that decay strengthens the ability of one piece of information to interfere with another.If this is true,which of the following would you expect to find?

A) Retroactive and proactive interference would be equally strong as agents of forgetting.
B) Learning a new phone number would be more likely to cause you to forget your last phone number, but not the phone number you had before that one.
C) Retroactive interference would be stronger for an old memory than would proactive interference.
D) A new brand name is more likely to be forgotten if it is matched with names of brands learned a month ago than if it is matched with brand names learned yesterday.

Question 56

A group of products recalled by consumers as sharing some attribute or quality are called:

A) a recognition product set.
B) a previously purchased set.
C) a stimulated set.
D) an evoked set.

Question 57

In a typical ________ test,subjects are shown ads one at a time and asked if they have seen them before.

A) recall
B) recognition
C) remembrance
D) recovery

Question 58

Learning produces structural changes in the brain; when these structural changes simply go away over time,the phenomenon is termed:

A) interference.
B) decay.
C) memory lapse.
D) brain damage.

Question 59

Amy can recall her social insurance number quite easily because she groups the numbers into three sets.This illustrates how ___________ can facilitate the memory process.

A) elaboration
B) rehearsal
C) salience
D) chunking

Question 60

When Stephanie thought of perfume,she thought of Chanel,French,Catherine Deneuve,expensive,alluring,elegant.These examples make up her:

A) activation model.
B) evoked set.
C) network.
D) schema.

Question 61

Extinction occurs when a CS is no longer matched with a UCS.This implies that extinction results from learning and not from memory loss.

Question 62

Behavioural psychologists who view the mind as a "black box" emphasize the internal thought processes that take place there.

Question 63

In advertising research,a tendency of consumers to use middle values of a range,omitting extremes,to express their ratings is known as:

A) normative social behaviour.
B) averaging.
C) identification.
D) compensating.

Question 64

In the information-processing approach to memory,________ refers to how the mind accesses information.

A) storage
B) retrieval
C) encoding
D) decoding

Question 65

With respect to the information processing approach to memory formulation,in the ________ stage,information is entered in a way the system will recognize.

A) storage
B) retrieval
C) encoding
D) decoding

Question 66

The market researcher showed Chuck five ads for a new product.Chuck,wanting to please the researcher,agreed that he had seen four of the ads,even though 2 of them were bogus ads.This is an example of:

A) omitting bias.
B) averaging bias.
C) telescopic bias.
D) response bias.

Question 67

Masked branding usually involves representing a brand in a similar way to a competitor's brand.

Question 68

When we respond to internal events,behavioural learning has occurred.

Question 69

According to the definition of learning,how could a researcher ever show that cognitive learning had taken place in a subject?

A) Only by asking the subject if he or she had learned something.
B) By measuring a behavioural change that could directly be tied to a previous experience.
C) By measuring the brainwave pattern of the subject.
D) Through the process of elimination-by showing that the person had not learned through classical or instrumental conditioning.

Question 70

Classical conditioning occurs when people identify with a celebrity or famous person perceived to be of a higher class.

Question 71

Melissa knows that when she goes to the dentist she must make an appointment,show up on time,bring proof of insurance,and have her teeth cleaned before any other dental services will be performed.With respect to her visit to the dentist,Melissa has learned a knowledge technique known as a ________.

A) service script.
B) punishment avoidance technique.
C) competitive distinction process.
D) maturation process.

Question 72

Learning is a relatively permanent change in behaviour that is caused by experience.

Question 73

With respect to pictorial versus verbal cues,is one picture worth a thousand words? What does available data tell us?

A) Verbal and pictorial cues are basically equal.
B) Verbal cues are stronger over time.
C) We are more likely to recognize information presented in picture form at a later time.
D) We are more likely to recognize information presented in verbal form at a later time.

Question 74

How are unipolar emotions and mixed emotions different?

A) Mixed emotions have both positive and negative components, while unipolar emotions are either wholly positive or wholly negative.
B) Mixed emotions are either wholly positive or wholly negative, while unipolar emotions have both positive and negative components.
C) Mixed emotions lead to better recall of a situation than unipolar emotions.
D) They are not different. They refer to the same thing.

Question 75

The tendency of a store's private brand to get high sales due to its similarity to the national brand it is imitating is known as stimulus assimilation.

Question 76

Advertising wearout usually happens occurs after the first presentation of an ad.

Question 77

In the information-processing approach to memory,one could think of the storage stage as being similar to a:

A) wheel
B) warehouse
C) boomerang
D) kaleidoscope

Question 78

Research indicates that it is possible for learning to occur by observation and when we are not trying.

Question 79

Once we have learned something,such as a behaviour,the original learned material stays intact no matter what new stimuli we are exposed to.

Question 80

Licensing is one form of stimulus generalization applied to marketing strategy.