MKT201 - Chapter 3

a. operant

QN= 11 Another name for instrumental conditioning is ________ conditioning. a. operant b. neo-classical c. stimulus d. reward

c. Negative reinforcement occurs when a negative outcome is avoided, while punishment is a negative outcome in response to an action.

QN= 13 In instrumental conditioning, what is the distinction between negative reinforcement and punishment? a. There is no difference. They are two words for the same thing. 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 is a negative outcome in response to an action. d. Negative reinforcement creates a preference for negative results, while punishment teaches people to avoid negative results.

d. positive reinforcement

QN= 14 What mechanism is used when a consumer learns to perform responses that produce positive outcomes? a. extinction b. punishment c. negative reinforcement d. positive reinforcement

b. extinction

QN= 15 A woman no longer receives compliments on the perfume that she wears. In learning terms, the stimulus-response connection has weakened. Which of the following processes explains what has occurred to the woman in the example? a. negative reinforcement b. extinction c. punishment stimulation d. coercion

d. Learning

QN=1 ________ refers to a relatively permanent change in behavior that is caused by experience. a. Adjustment b. Shaping c. Reinforcement d. Learning

c. stimulus discrimination

QN=10 According to the theory of classical conditioning, ________ should be encouraged when marketing an old, established product. a. stimulus generalization b. look-alike packaging c. stimulus discrimination d. extinction

b. positive reinforcement

QN=12 If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying the product and wearing it. What type of instrumental conditioning has occurred in the situation? a. neutral reinforcement b. positive reinforcement c. negative reinforcement d. symbolic reinforcement

d. frequency

QN=16 The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased. a. rebate b. discount c. reward d. frequency

c. cognitive learning

QN=17 What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master their environment? a. instrumental conditioning b. classical conditioning c. cognitive learning d. operant conditioning

a. Observational

QN=18 ________ learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviors. a. Observational b. Encoding c. Retrieval d. Masked

a. Memory

QN=19 ________ involves a process of acquiring information and storing it over time so that it will be available when needed. a. Memory b. Recognition c. Comprehension d. Attention

c. incidental

QN=2 Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as ________ learning. a. stage one b. subliminal c. incidental d. evoked

b. Episodic

QN=20 ________ memories relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong. a. Sensory b. Episodic c. Primary d. Elaborative

c. encoding

QN=21 According to the information processing-approach to studying the memory process, information enters in a way the system will recognize in the ________ stage. a. storage b. retrieval c. encoding d. decoding

b. Sensory

QN=22 ________ memory permits temporary storage of information we receive from our senses. a. Short-term b. Sensory c. Cognitive d. Working

c. nostalgia

QN=23 Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on ________. a. retro-interference b. the halo effect c. nostalgia d. memory spikes

d. behavioral learning

QN=24 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

b. instrumental conditioning

QN=25 John wants to teach his dog to do tricks such as "sit up," "roll over," and "fetch a stick." By systematically rewarding his dog for responding in the correct way, John is able to accomplish great progress over a 30-day period. John was able to teach his dog using which of the following learning processes? a. classical conditioning b. instrumental conditioning c. stimulation conditioning d. extinction conditioning

d. instrumental conditioning

QN=26 Claudia Norman was a marketing consultant. She recommended that brand equity for a new environmentally-friendly product could be established by giving her initial customers free memberships in the Green Peace organization. Claudia used which of the following in her recommendation? a. promotional conditioning b. emotional learning c. classical conditioning d. instrumental conditioning

b. by measuring a behavioral change that could directly be tied to a previous experience

QN=27 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 behavioral change that could directly be tied to a previous experience c. by measuring the brainwave pattern of the subject d. by relying upon an intuitive feel for the amount of learning the subject had experienced

a. True

QN=28 Learning refers to a relatively permanent change in behavior that is caused by experience. a. True b. False

a. True

QN=29 Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times. a. True b. False

b. stimulus and response

QN=3 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

b. False

QN=30 The observational learning process begins with a step called motivation. a. True b. False

a. behavioral learning

QN=4 Which form of learning listed below assumes that learning takes place as the result of responses to external events? a. behavioral learning b. cognitive learning c. incidental learning d. Gestalt learning

b. Classical conditioning

QN=5 ________ was first demonstrated by experiments performed on dogs by Ivan Pavlov, a Russian physiologist doing research on digestion in animals. a. Instrumental conditioning b. Classical conditioning c. Rejection conditioning d. Extinction conditioning

c. conditioned stimulus; unconditioned stimulus

QN=6 Classical conditioning takes place when a ________ is continuously matched with a ________. a. conditioned stimulus; conditioned response b. unconditioned response; conditioned response c. conditioned stimulus; unconditioned stimulus d. unconditioned stimulus; unconditioned response

d. extinction

QN=7 If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened. This is called ________. a. unlearning b. interference c. the spacing effect d. extinction

c. the tendency of stimuli similar to a conditioned stimulus (CS) to evoke similar, conditioned responses

QN=8 Stimulus generalization refers to ________. 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 (CS) 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

d. halo effect

QN=9 The ________ refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus. a. masking illusion b. competitive blurring c. cueing effect d. halo effect