UF: MAR3503 Exam 1, Part 2 (Learning, Memory)

True

(T/F) A mother observes her daughter stirring batter in a bowl just the way she does when she bakes. The daughter has modeled her mother's behavior.

True

(T/F) Episodic memories are likely to become part of a person's long-term memory.

False

(T/F) Marketers assist in the process called elaborative rehearsal when they use catchy slogans or jingles to help consumers remember information about products or services.

Spreading Activation

-theory of how the brain iterates through a network of associated ideas to retrieve specific information. -"Tapping on a node" Process that allows consumers to shift back and forth between levels of meaning. Example: Tom Brady's under armour sponsor comes to mind before his mattress sponsor

4 Conditions for Observational/Social Learning

1.) Retention 2.) Attention 3.) Reproduction 4.) Motivation

C) Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome.

12. In instrumental conditioning, what is the distinction between negative reinforcement and punishment? A) There is no difference. They are two words for the same concept. B) Negative reinforcement can occur when a stimulus is positive, and punishment occurs when a stimulus is painful. C) Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome. D) Negative reinforcement creates a preference for negative results, while punishment teaches people to avoid negative results.

D) Variable-Interval Reinforcement

18. A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for excellent service attitudes. Which of the following reinforcement schedules would most likely apply in this situation? A) fixed-ratio reinforcement B) fixed-interval reinforcement C) variable-frequency reinforcement D) variable-interval reinforcement

1) Rehearsal 2) Chunking

2 Ways to Help Short-Term Memory:

Sensory, short term, long term

3 Basic Memory Processes:

B) Fixed Interval

9. Sushi Chao offers a special on rice bowls every Wednesday. What type of schedule of reinforcement does this represent? A) Continuous B) Fixed interval C) Variable interval D) Fixed ratio E)Variable ratio

Peak-end rule

According to the ____ ____ ____, markets should focus on increasing one product or service (creating a strong ending) rather than overall marginally increasing quality. -Example: Disney improving a Rollercoaster rather than increasing the quality of food across parks.

A) Spreading Activation

As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through? A) spreading activation B) advertising decay C) polar parallels D) scalar processing

C) Stimulus and Response

Behavioral learning theorists do not focus on internal thought processes; rather, they look to external evidence to study learning. What aspects of the environment are of most concern to behaviorists in studying learning? A) energy and work B) stimulus and response C) thought and memory D) sensation and perception

Association, Consequence

Classical conditioning is _____________ based, while Instrumental conditioning is ___________ based.

D) Instrumental Conditioning

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally-friendly product could be established by giving initial customers free memberships in the Sierra Club organization. Claudia used which of the following in her recommendation? A) promotional conditioning B) emotional learning C) classical conditioning D) instrumental conditioning

CR

Conditioned response: salivation at the sounds of the bell= learned response

CS

Conditioned stimulus: bell -> dog learns over time that the bell accompanies the meat

Rule of Primacy (serial position effect)

Early items had time to transfer into LTM

A) Stimulus Generalization

Family branding, licensing, and look-alike packaging are all marketing strategies based on _____. A) stimulus generalization B) the spacing effect C) stimulus discrimination D) extinction

D) Behavioral Learning

Frank is sitting in his Psychology 101 class listening to his professor attempt to explain the "black box" process and its connection with learning. He suddenly smells the aroma of fresh cinnamon rolls, and his mouth begins to water. He looks around and sees a student in the last row bite into a big, juicy roll. "I wish I were sitting next to him," Frank thinks, "because I know I could steal a bite." What Frank just went through in class was similar to the "black box" process being described by his professor. This process is most closely associated with which of the following learning methods? A) incidental learning B) Gestalt learning C) cognitive learning D) behavioral learning

Interference (retroactive interference)

Gradually changing the package of a product that depends heavily on brand loyalty can be successful if each change is minor. Over the course of a year or more the package may change totally in appearance without offending or confusing brand loyal customers. The type of forgetting is that is allowing this marketing strategy to work is called ___________.

Chunking

Grouping together similar info. Ex. phone numbers -3526871676 → (352)687-1676

Elaborative encoding/Implication - you need to make them think more deeply and connect to memory stored

How do marketers assist with the transfer to LTM?

Punishment

Introduce negative feedback to behavior; Likelihood of emitting behavior decreases

Rule of Recency (serial position effect)

Last items are still in STM

Instrumental Conditioning

Learning to: 1) perform behaviors that produce positive outcomes and to 2) avoid those behaviors that produce negative outcomes -Learning occurs through trial and error: reward/punishment linked to a specific behavior

classical conditioning

Occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit that response - ex. Pavlov's dog (ringing bell=food, dog would salivate just at sound of bell)

Fixed Ratio Reinforcement

Reward after a fixed number of "correct" behaviors. Emphasizes repeated performance of the behavior. (EX- frequent flyer program, punch cards)

Variable Ratio Reinforcement

Reward after a variable number of correct behaviors. This schedule tends to build the *strongest associations* since people don't know when they'll be rewarded. (EX- McDonald's sweepstakes; slot machines)

Positive Reinforcement

Rewarding "good" behavior; Used most in marketing; Likelihood of emitting behavior increases

Frequency Marketing

Rewarding consumers for frequent purchasing; volume purchases, loyalty programs, or free promotions

C) described themselves

Rogers et al. (1977) showed that participants were more likely to remember adjectives when they were asked to indicate if the adjectives: A) were in uppercase letters B) rhymed with another word C) described themselves D)meant the same as another word

D) Adaptation

Sam rides her bike down the same route to work every morning. One day, she notices a giant rubber duck advertising a new search engine. It immediately grabs her attention because it is completely unexpected. However, after a week of riding by the duck, Sam hardly even notices it anymore and doesn't pay attention to it. The fact that Sam no longer pays attention to the duck is because of what? A) assimilation B) Weber's law C) mere exposure D) adaptation E)confirmation bias

Negative Reinforcement

Something unpleasant is removed if you perform a certain behavior; Likelihood of emitting behavior increases

Sensory Memory

Temporary storage of sensory info. (i.e., sight, smell, touch, taste, or hearing) -Visual and hearing discussed in class

Peak-End Rule

That people seem to perceive not the sum of an experience but the average of how it was at its peak (e.g. pleasant or unpleasant) and how it ended. -Weighted Average of the most intense stimuli (peak low or high) and the finish (end). -Duration neglect: tend to forget how long the experience was. Example: Dessert at restaurant

UCR

Unconditioned response - salivation that occurs naturally

UCS

Unconditioned stimulus- the food that causes naturally

Variable Interval Reinforcement

Wait a variable period of time and then reward behavior.Leads to more steady performance of the behavior -> habit forming (EX- email/texts, secret shoppers)

1.)Watch condition (1 time/20 times); 2.)Read Condition(5 seconds/60 seconds); 3.)Thinking Condition (5 extra seconds/60 extra seconds). High exposure and Low exposure (Might be wrong)

What are the 6 conditions of experiment 1 and what were the results?

-Removed performer from magic trick video (worked very well) -Recruits watch a video of juggling pins, ⅓ were able to hold them, ⅓ given details about weight, ⅓ told how to juggle. Only holding bowling balls was able to reduce perception of acquired skill (made it seem more difficult)

What two methods did the authors use to attempt to attenuate the results? Which one(s) worked?

Groups who watched 20X predicted they would perform higher than the predictions of the groups who watched 1X. However the study by Ed Obrian and Michael Kordas (University of Chicago) showed that the performance was about equal but the 1X group actually performed better.

What was the effect of watching the moondance 1x or 20x on predicted performance and on judged performance?

63% - first sought 75% - easiest to process 72% - most effective

When people are seeking information for learning a new skill, what percentage of people consider watching others perform the skill to be first-sought, easiest to process and most-effective?

1) Sensory memory (smell) 2) Short term memory

When you walk into Disney and smell the popcorn smell pumped by the smellitizer, and the smell "reminds" you that you're hungry, what two types of memory are involved?

Vivid direct access to actions and hence provides [perceived] insights about what to do

Why do observers watching others perform a task experience overconfidence the more times they watch the observer?

B) Classical Conditioning

______was first demonstrated in experiments performed on dogs by Ivan Pavlov, a Russian physiologist doing research on digestion in animals. A) Instrumental conditioning B) Classical conditioning C) Cognitive conditioning D) Extinction conditioning

episodic memory

a category of long-term memory that involves the recollection of specific events, situations, and experiences. Your memories of your first day of school, your first kiss, attending a friend's birthday party, and your brother's graduation are all examples of episodic memories

elaborative rehearsal

a method of transferring information from STM into LTM by making that information meaningful in some way

Gamification

application of game-playing elements to nongame environments, which allows social media users to earn rewards for everyday activities such as ordering coffee or watching a movie. →injects game play and rewards into everyday activities to build customer loyalty and increase engagement.

Continuous Reinforcement

generally not practical in an organization setting. (EX- every time a child hands up her coat she gets praised. EX- Target: 5% off redcard)

serial position curve

graph depicting the effect of both primacy and recency on people's ability to recall items on a list; first and last items most likely to be remember first and last in a sequence

Observational/Social Learning

learning through observing and imitating others; "Monkey See Monkey Do"

Trace Decay Theory of Forgetting

states that all memories fade automatically as a function of time; under this theory, you need to follow a certain path, or trace, to recall a memory

Interference Theory of Forgetting

states that all memories interfere with the ability to recall other memories.

Retrieval Cues

stimuli that assist in memory retrieval. In other words, they help you access memories stored in long-term memory and bring them to your conscious awareness.

stimulus generalization

the tendency to respond to a stimulus that is only similar to the original conditioned stimulus with the conditioned response

Fixed Interval Reinforcement

wait a set period of time and then reward the behavior. People learn the timing of the schedule and only respond when appropriate. (EX- taco tuesdays; Nordstrom only has set sales throughout the year)