Question 1

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 behavior. In this example, Jane used ________.

Accepted Answer

A)  shaping 
B)  stimulus discrimination 
C)  modeling 
D)  stimulus generalization

Question 2

Define brand equity.

Accepted Answer

The answer of Define brand equity....

Question 3

Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is an illustration of a stimulus-response connection.

Accepted Answer

A) True 
 B)False

Question 4

Samantha is passing down the cereal aisle when she spots a box of Frosted Flakes cereal featuring Tony the Tiger on the box front. She remembers the taste of the cereal and how much fun she had talking to Tony while she ate her cereal as a kid. She buys a box and leaves the cereal aisle without examining any other cereal products. What aspect of the retrieval process did Samantha use in her product search process?

Accepted Answer

A)  Salience 
B)  The von Restorff effect 
C)  The spacing effect 
D)  State-dependent retrieval

Question 5

When Pavlov's famous dog responded to a bell signaling feeding time, Pavlov demonstrated classical conditioning.

Accepted Answer

A) True 
 B)False

Question 6

Cognitive learning theory approaches tend to stress the importance of internal mental processes.

Accepted Answer

A) True 
 B)False

Question 7

When a professor reviews a certain topic many times, he is practicing ________.

Accepted Answer

A)  psychological conditioning 
B)  stimulus-response conditioning 
C)  subliminal conditioning 
D)  repetition conditioning

Question 8

Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________.

Accepted Answer

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

Question 9

If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________.

Accepted Answer

A)  interface 
B)  repetition 
C)  the spacing effect 
D)  extinction

Question 10

Punishment is one way that instrumental conditioning occurs.

Accepted Answer

A) True 
 B)False

Question 11

Which term refers to the bittersweet emotions that arise when a consumer views the past with happiness and sadness?

Accepted Answer

A)  Chunking 
B)  Nostalgia 
C)  Spontaneous recovery 
D)  A schema

Question 12

The process of acquiring information and storing it over time is called ________.

Accepted Answer

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

Question 13

As May-Lee considers her purchase of shoes, she shifts back and forth between thinking about claims made by different brands, remembering what she has seen, and considering her emotional responses to various brands. Which term describes what May-Lee is doing?

Accepted Answer

A)  Spreading activation 
B)  Advertising decay 
C)  Chunking 
D)  Scalar processing

Question 14

Why would short-term memory be greatly impaired, or perhaps made impossible, without sensory memory?

Accepted Answer

The answer of Why would short-term memory be greatly impaired,...

Question 15

A relative permanent change of behavior is called ________.

Accepted Answer

A)  lifestyles 
B)  personality 
C)  learning 
D)  all of the above

Question 16

According to the information process-approach to studying the memory process, in the ________ stage, information enters in a way the system will recognize it.

Accepted Answer

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

Question 17

Instrumental conditioning is also called classical conditioning.

Accepted Answer

A) True 
 B)False

Question 18

Stimulus generalization refers to ________.

Accepted Answer

A)  the tendency for stimuli to be similar in nature 
B)  the fact that most conditioned stimuli are similar to unconditioned stimuli 
C)  the tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses 
D)  the tendency for extinction to occur when an unconditioned stimulus does not follow a stimulus similar to a conditioned stimulus

Question 19

"It's time for the Christmas shopping list," thought Martha's mother, so she asked Martha for a quick list of her favorite perfumes. Martha gave her mother six names that were all her "favorite." This group constitutes Martha's ________ for perfume.

Accepted Answer

A)  position set 
B)  activation set 
C)  rational set 
D)  evoked set

Question 20

Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff; in fact, I don't even have a cat." Sam knows this jingle is ________.

Accepted Answer

A)  stimulus generalization 
B)  reinforcement modeling 
C)  incidental learning 
D)  operant conditioning

Exam 4: Learning Memory

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 behavior. In this example, Jane used ________.

Define brand equity.

Shari Gomez sees the big red heart on the front of a Cheerios box and immediately thinks of an ad she has seen that discusses the heart-healthy benefits of Cheerios. This is an illustration of a stimulus-response connection.

When Pavlov's famous dog responded to a bell signaling feeding time, Pavlov demonstrated classical conditioning.

Cognitive learning theory approaches tend to stress the importance of internal mental processes.

When a professor reviews a certain topic many times, he is practicing ________.

Classical conditioning takes place when a(n) is continuously matched with a(n) .

If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________.

Punishment is one way that instrumental conditioning occurs.

Which term refers to the bittersweet emotions that arise when a consumer views the past with happiness and sadness?

The process of acquiring information and storing it over time is called ________.

As May-Lee considers her purchase of shoes, she shifts back and forth between thinking about claims made by different brands, remembering what she has seen, and considering her emotional responses to various brands. Which term describes what May-Lee is doing?

Why would short-term memory be greatly impaired, or perhaps made impossible, without sensory memory?

A relative permanent change of behavior is called ________.

According to the information process-approach to studying the memory process, in the ________ stage, information enters in a way the system will recognize it.

Instrumental conditioning is also called classical conditioning.

Stimulus generalization refers to ________.

"It's time for the Christmas shopping list," thought Martha's mother, so she asked Martha for a quick list of her favorite perfumes. Martha gave her mother six names that were all her "favorite." This group constitutes Martha's ________ for perfume.

Sam Bolton hums the Purina Cat Chow jingle as he drives down the expressway. A thought suddenly occurs to Sam: "Why am I humming this stupid jingle? I don't buy this stuff; in fact, I don't even have a cat." Sam knows this jingle is ________.