Question 1

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:

Accepted Answer

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

Question 2

Define masked branding and provide an example.

Accepted Answer

The answer of Define masked branding and provide an example....

Question 3

What is nostalgia? How do marketers use nostalgia?

Accepted Answer

The answer of What is nostalgia? How do marketers use...

Question 4

What is an associative network model?

Accepted Answer

The answer of What is an associative network model?...

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

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

Question 7

What is behavioural learning theory?

Accepted Answer

The answer of What is behavioural learning theory?...

Question 8

Contemporary research assumes that the mind processes,stores,and recalls some data in ways similar to a computer.

Accepted Answer

A) True 
 B)False

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:

Accepted Answer

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

Negative reinforcement occurs when a response is followed by unpleasant events,thereby decreasing the likelihood that a behaviour will be repeated.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

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

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:

Accepted Answer

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

Question 13

An advertiser wants to create positive feelings about a new digital camera.How might the advertiser accomplish this using classical conditioning? In your answer define and use terms from classical conditioning theory.

Accepted Answer

The answer of An advertiser wants to create positive feelings...

Question 14

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

Accepted Answer

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

Question 15

Dove wants to encourage consumer recognition and recall of their new line of men's hair care products.Given what you know about the consumer memory process,how would you meet the brand's goals?

Accepted Answer

The answer of Dove wants to encourage consumer recognition and...

Question 16

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

Accepted Answer

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

Question 17

When Mary is asked to participate in market research surveys,she has a tendency to try and please the researcher.Mary's behaviour is a form of response bias.

Accepted Answer

A) True 
 B)False

Question 18

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?

Accepted Answer

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

Question 19

Children who are exposed to new methods of aggression in television shows (e.g.,by cartoon heroes)may try to use these behaviours themselves at a later time.This form of learning is termed modelling.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

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

Exam 3: Learning and Memory

Define masked branding and provide an example.

What is nostalgia? How do marketers use nostalgia?

What is an associative network model?

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

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

What is behavioural learning theory?

Contemporary research assumes that the mind processes,stores,and recalls some data in ways similar to a computer.

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:

Negative reinforcement occurs when a response is followed by unpleasant events,thereby decreasing the likelihood that a behaviour will be repeated.

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

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:

An advertiser wants to create positive feelings about a new digital camera.How might the advertiser accomplish this using classical conditioning? In your answer define and use terms from classical conditioning theory.

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

Dove wants to encourage consumer recognition and recall of their new line of men's hair care products.Given what you know about the consumer memory process,how would you meet the brand's goals?

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

When Mary is asked to participate in market research surveys,she has a tendency to try and please the researcher.Mary's behaviour is a form of response bias.

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?

Children who are exposed to new methods of aggression in television shows (e.g.,by cartoon heroes)may try to use these behaviours themselves at a later time.This form of learning is termed modelling.

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