Chapter 6
Which of the following is NOT a component of instrumental conditioning: A: Repetition B: Positive reinforcement C: Punishment D: Extinction E: Negative reinforcement
A
12) 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
Answer: A
13) Another name for instrumental conditioning is ________ conditioning. A) operant B) neo-classical C) stimulus D) reward
Answer: A
19) Determining the most effective reinforcement schedule to use with consumers is important to marketers. What type of reinforcement schedule is most likely being used when after a period of time has passed, the first response a consumer makes brings the reward? A) fixed-interval reinforcement B) variable-interval reinforcement C) fixed-ratio reinforcement D) variable-ratio reinforcement
Answer: A
23) ________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors. A) Observational B) Reinforced C) Halo effect D) Masked
Answer: A
24) ________ 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
Answer: A
28) Within a knowledge structure, which of the following is the LEAST complex knowledge unit? A) meaning B) proposition C) schema D) script
Answer: A
31) Which of the following has occurred when a stimulus is able to evoke a weakened response years after the stimulus was first perceived? A) spontaneous recovery B) scripting C) reverse extinction D) response bias
Answer: A
33) People tend to give "yes" responses to questions, regardless of what they are asked. This is an example of ________. A) response bias B) elaborative rehearsal C) salience D) nostalgia
Answer: A
4) Which theory listed below assumes that learning takes place as the result of responses to external events? A) behavioral learning B) episodic learning C) incidental learning D) Gestalt learning
Answer: A
40) A sales manager pays a bonus to new trainees when they develop a good sales prospectus. Later, after the trainees have completed two months of training, the manger pays a bonus only for an actual sale. The manager is applying what process of instrumental conditioning to help the trainees be productive in their sales careers? A) shaping B) modeling C) negative reinforcement D) variable-ratio reinforcement
Answer: A
43) 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
Answer: A
44) Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as a(n) ________. A) service script B) evoked set C) proposition D) elaborative rehearsal
Answer: A
48) 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, the customer demand began to decrease as competitors' products became more successful. What characteristic of learning was most likely ruining Scott's apparent success? A) Too much repetition was decreasing the strength of the CS, thus leading to extinction of the learned relationship between the logo, the quality of the product, and the association with Scott's company. B) Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning incomplete. 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) Over time the logo became boring, and customers punished Scott's company by buying competitors' products as a type of revenge for their boredom.
Answer: A
14) The researcher and theorist most associated with instrumental conditioning is ________. A) Pavlov B) Skinner C) Keller D) Werner
Answer: B
15) 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
Answer: B
18) 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 best explains what has occurred in the example? A) negative reinforcement B) extinction C) discrimination D) generalization
Answer: B
26) ________ 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
Answer: B
27) ________ memory permits temporary storage of information we receive from our senses. A) Elaborative B) Sensory C) Cognitive D) Working
Answer: B
29) Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________. A) the highlighting effect B) interference C) decay D) generalization
Answer: B
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
Answer: B
30) Almost any technique that increases the novelty of a stimulus also improves recall of the stimulus. This result is called the ________. A) highlighting effect B) von Restorff Effect C) spacing effect D) halo effect
Answer: B
32) In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before. A) recall B) recognition C) chunking D) salience
Answer: B
37) Herbal companies traditionally sold their products in cylinder-shaped plastic containers that were very characteristic of the herbal market. One company broke with tradition and began to sell its herbal products in bottles that appeared to be straight from the pharmacy's shelf. They were rectangular with white labels that looked very professional and very serious. Sales went through the roof. What form of stimulus generalization most likely worked for the herbal company? A) masked branding B) halo effect C) continual reinforcement D) shaping
Answer: B
38) 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
Answer: B
49) According to the definition of learning, how could a researcher ever show that cognitive learning had taken place in a subject? A) by removing the conditioned stimulus 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
Answer: B
5) ________ 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
Answer: B
50) Which type of reinforcement best characterizes what an individual would typically experience while fishing? A) fixed-interval reinforcement B) variable-interval reinforcement C) fixed-ratio reinforcement D) mixed-ratio reinforcement
Answer: B
11) According to the theory of classical conditioning, ________ should be encouraged by promoting unique attributes of a well-established brand. A) stimulus generalization B) the halo effect C) stimulus discrimination D) extinction
Answer: C
16) 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.
Answer: C
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
Answer: C
22) 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
Answer: C
25) According to the information processing-approach to studying the memory process, in the ________ stage, information enters in a way the system will recognize it. A) storage B) retrieval C) encoding D) decoding
Answer: C
34) Many marketers use "the good old days" as a common theme in promotional messages. This is a strategy of focusing on ________. A) the highlighting effect B) the halo effect C) nostalgia D) memory spikes
Answer: C
35) 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 through ________. A) stimulus generalization B) reinforcement modeling C) incidental learning D) operant conditioning
Answer: C
41) 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 ________. A) shaping B) stimulus discrimination C) modeling D) stimulus generalization
Answer: C
46) Susan selects and runs her focus groups carefully. She wants to make sure that each focus group member provides meaningful information for her research purpose. As she is examining potential focus group candidates, she notices that three men and two women seem to provide "yes" answers regardless of what she asks them. They seem to want to be on the focus group very badly and appear eager to be "good subjects." If Susan follows prudent testing methodology, she should reject these test subjects in order to avoid the possibility of which of the following biases? A) neophyte bias B) order bias C) response bias D) affinity bonding bias
Answer: C
47) Erika landed a job as an analyst for a small marketing research firm whose task was to observe and probe patient behaviors at a small Midwestern clinic. In her study, she noticed that many of the patients had a tendency to underestimate the time since their last doctor visit. The memory lapse she observed was due to a memory problem called ________. A) omitting B) averaging C) telescoping D) normalizing
Answer: C
6) Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________. A) conditioned stimulus; conditioned response B) unconditioned response; conditioned response C) conditioned stimulus; unconditioned stimulus D) unconditioned stimulus; unconditioned response
Answer: C
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 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
Answer: C
1) ________ refers to a relatively permanent change in behavior that is caused by experience. A) Adjustment B) Shaping C) Reinforcement D) Learning
Answer: D
10) Which of the following occurs when a customer learns that two products are different even though the packages of both products look similar? A) extinction B) brand equity C) stimulus generalization D) stimulus discrimination
Answer: D
17) What mechanism is used when a consumer learns to perform responses that produce rewarding outcomes? A) extinction B) punishment C) negative reinforcement D) positive reinforcement
Answer: D
20) 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
Answer: D
21) 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
Answer: D
36) 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
Answer: D
39) 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
Answer: D
42) "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. A) position set B) activation set C) rational set D) evoked set
Answer: D
45) 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? A) salience B) the von Restoff effect C) the spacing effect D) state-dependent retrieval
Answer: D
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) generalization B) interference C) the spacing effect D) extinction
Answer: D
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) sensory memory C) cueing effect D) halo effect
Answer: D
52) Behavioral theorists rely on internal mental states to explain learning.
Answer: FALSE
55) The two major approaches associated with behavioral learning theory are classical conditioning and observational learning.
Answer: FALSE
56) When a company engages in a "piggybacking strategy," it is hoping that customers will be able to discriminate between the company's product and a competitor's product.
Answer: FALSE
61) The observational learning process begins with a step called motivation.
Answer: FALSE
65) The spacing effect describes the tendency for consumers to recall printed material more effectively when the advertiser repeats the target item repeatedly in a short time period rather than periodically over a longer time span.
Answer: FALSE
66) The salience of a brand refers to its degree of pricing flexibility (i.e., frequency of price changes).
Answer: FALSE
67) A free recall test of a sample of potential customers would involve showing ads one at a time and asking each respondent if she had seen it before.
Answer: FALSE
69) John Deere established a reputation for building dependable farm tractors. When the company began to build small yard tractors, it insisted on using the same logo on its small mowers as on its large tractors. John Deere was applying stimulus generalization through look-alike packaging.
Answer: FALSE
70) When Shira was a young girl, her teacher gave her a sticker every time she earned above 90% on a test. Shira's teacher was using classical conditioning.
Answer: FALSE
71) Fixed-interval reinforcement explains why airlines' frequent flyer programs are so successful.
Answer: FALSE
51) Learning refers to a relatively permanent change in behavior that is caused by experience.
Answer: TRUE
53) Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times.
Answer: TRUE
54) When Pavlov's famous dogs responded to a bell signaling feeding time, they were exhibiting what is called classical conditioning.
Answer: TRUE
57) Stimulus generalization can create a halo effect.
Answer: TRUE
58) Secret shoppers may be used by marketers to test the effectiveness of service quality among employees. This is a form of variable-interval reinforcement.
Answer: TRUE
59) Consumers' attraction to slot machines can be explained by the variable-ratio reinforcement schedule the machines use.
Answer: TRUE
60) Cognitive learning theory approaches tend to stress the importance of internal mental processes.
Answer: TRUE
62) Marketers assist in the process called elaborative rehearsal when they use catchy slogans or jingles to help consumers remember information about products or services.
Answer: TRUE
63) One of the goals of successful marketing is to have potential customers think of the marketer's product whenever they try to remember products within a certain category. This remembered set of products is called an evoked set.
Answer: TRUE
64) Retrieval is the process whereby we recover information from long-term memory.
Answer: TRUE
68) 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.
Answer: TRUE
72) 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.
Answer: TRUE
73) The success of hybrid ads supports the idea that the viewing environment of a marketing message affects recall.
Answer: TRUE
74) Episodic memories are likely to become part of a person's long-term memory.
Answer: TRUE
American Express's "Dont Leave home without it" campaign is an example of which of the following: A: Repetition B: Conditioned stimulus C: Instrumental learning D: Conditioned response E: Unconditioned stimulus
B
Which of the following is NOT true about memory measurements? A: Recognition scores are more reliable than recall scores B: Free recall tests are common memory measuring tools C: For products and ads, either recall or recognition is important but not both D: Recall tests are better when consumers dont have product data available E: Recognition tersts are a common memory measure tool
For products and ads, either recall or recognition is important but not both
The airlines' mileage programs are examples of which of the following? A: Variable-ratio reinforcement B: Variable-interval reinforcement C: Frequency Marketing D: Social Marketing E: Gamification
Frequency marketing
Which of the following is NOT a benefit of retro brands? A: Memory markers B: Inspring customers to think back to the good old days C: Power of nostalgia D: Prompting spontaneous recovery E: Hyrbid advertising
Hyrbrid avertising
Easch of the following is a factor in the measurement of memory, EXCEPT _______________ A: Response bias B: Modeling C: Recall D: Retrieval E: Recognition
Modeling
Each of the following is an element of the knowledge structure, EXCEPT _______________ A: sensory memory B: A proposition or belif C: A schema D: A script E: Meaning concepts
Sensory memory
