Question 1

How does encoding help determine how a memory will be represented? Provide an example of this.

Accepted Answer

The answer of How does encoding help determine how a...

Question 2

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:

Accepted Answer

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

Question 3

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,customer demand began to decrease as the competitor's product became more successful. What characteristic of learning was ruining Scott's apparent success?

Accepted Answer

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 4

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.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

What is observational learning? How is it related to the notion of cognitive learning?

Accepted Answer

The answer of What is observational learning? How is it...

Question 7

Another word for learning would be:

Accepted Answer

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

Question 8

Why do marketers have to be worried about "overexposing" the product? Give an example of such a phenomenon.

Accepted Answer

The answer of Why do marketers have to be worried...

Question 9

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:

Accepted Answer

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

Question 10

Doug,a marketing director for a movie production company,is planning to study the effectiveness of some recently released television commercials for one of its upcoming films. What are some potential measurement problems he should be aware of?

Accepted Answer

The answer of Doug,a marketing director for a movie production...

Question 11

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:

Accepted Answer

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

Question 12

What is the difference between recall and recognition measures of consumer memory?

Accepted Answer

The answer of What is the difference between recall and...

Question 13

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:

Accepted Answer

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

Question 14

Sharon was asked to conduct a recall test of a sample of potential customers. She did this correctly by showing ads one at a time and asking each respondent if she had seen it before.

Accepted Answer

A) True 
 B)False

Question 15

Because cognitive learning has to do with thought,it is not necessary to demonstrate a change in behaviour to measure cognitive learning.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

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

Question 17

The Kraft Heinz Company is considering getting into the toilet paper business,which would be a new product line for them. This strategy is known as:

Accepted Answer

A)  product modification. 
B)  family branding. 
C)  corporate repositioning. 
D)  product line extension.

Question 18

________ learning occurs as a result of reward or punishment received ________ the desired behaviour.

Accepted Answer

A)  Instrumental; preceding 
B)  Instrumental; following 
C)  Associative; preceding 
D)  Associative; following

Question 19

The proliferation of Internet usage has changed how consumers learn and retain information. Research shows that:

Accepted Answer

A)  visual learning has increased. 
B)  people remember more facts but less overall information. 
C)  people remember few facts and less information. 
D)  people have become more efficient and effective learners.

Question 20

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:

Accepted Answer

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

Exam 3: Learning and Memory

How does encoding help determine how a memory will be represented? Provide an example of this.

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:

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.

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

What is observational learning? How is it related to the notion of cognitive learning?

Another word for learning would be:

Why do marketers have to be worried about "overexposing" the product? Give an example of such a phenomenon.

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:

Doug,a marketing director for a movie production company,is planning to study the effectiveness of some recently released television commercials for one of its upcoming films. What are some potential measurement problems he should be aware of?

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:

What is the difference between recall and recognition measures of consumer memory?

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:

Sharon was asked to conduct a recall test of a sample of potential customers. She did this correctly by showing ads one at a time and asking each respondent if she had seen it before.

Because cognitive learning has to do with thought,it is not necessary to demonstrate a change in behaviour to measure cognitive learning.

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

The Kraft Heinz Company is considering getting into the toilet paper business,which would be a new product line for them. This strategy is known as:

learning occurs as a result of reward or punishment received the desired behaviour.

The proliferation of Internet usage has changed how consumers learn and retain information. Research shows that:

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: