Question 1

Discuss the capacity of short-term memory.

Accepted Answer

It was originally believed that short-term memory had an upper limit of five to nine chunks of information. People combine small pieces of information into a large whole in a process called chunking. Based on more current research, the optimal capacity of STM appears to be about three to four chunks of information.

Question 2

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.

Accepted Answer

A) True 
 B)False  True

Question 3

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.

Accepted Answer

A) True 
 B)False  False

Question 4

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 ________.

Accepted Answer

A)  shaping 
B)  stimulus discrimination 
C)  modeling 
D)  stimulus generalization 
A)  shaping 
B)  stimulus discrimination 
C)  modeling 
D)  stimulus generalization

Question 5

________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.

Accepted Answer

A)  Observational 
B)  Reinforced 
C)  Halo effect 
D)  Classical 
A)  Observational 
B)  Reinforced 
C)  Halo effect 
D)  Classical

Question 6

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 manager pays a bonus only for an actual sale. Which of the following is the manager using to improve the productivity of sales trainees?

Accepted Answer

A)  shaping 
B)  modeling 
C)  negative reinforcement 
D)  variable-ratio reinforcement 
A)  shaping 
B)  modeling 
C)  negative reinforcement 
D)  variable-ratio reinforcement

Question 7

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?

Accepted Answer

A)  energy and work 
B)  stimulus and response 
C)  thought and memory 
D)  sensation and perception 
A)  energy and work 
B)  stimulus and response 
C)  thought and memory 
D)  sensation and perception

Question 8

Stimulus generalization refers to ________.

Accepted Answer

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 
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

Question 9

________ memory permits the temporary storage of information we receive from our senses.

Accepted Answer

A)  Elaborative 
B)  Sensory 
C)  Cognitive 
D)  Working 
A)  Elaborative 
B)  Sensory 
C)  Cognitive 
D)  Working

Question 10

The salience of a brand refers to its prominence or level of activation in memory.

Accepted Answer

A) True 
 B)False

Question 11

The spacing effect describes the tendency for us to recall printed material more effectively when the advertiser repeats the target item periodically, rather than presenting it repeatedly in a short time period.

Accepted Answer

A) True 
 B)False

Question 12

Episodic memories are likely to become part of a person's long-term memory.

Accepted Answer

A) True 
 B)False

Question 13

Instrumental conditioning occurs in which of the following ways?

Accepted Answer

A)  positive reinforcement 
B)  negative reinforcement 
C)  punishment 
D)  All of the above 
A)  positive reinforcement 
B)  negative reinforcement 
C)  punishment 
D)  All of the above

Question 14

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)  chunking 
D)  salience 
A)  recall 
B)  recognition 
C)  chunking 
D)  salience

Question 15

Cognitive learning theory approaches tend to stress the importance of internal mental processes.

Accepted Answer

A) True 
 B)False

Question 16

Secret shoppers are used by marketers to test the effectiveness of the customer service skills quality among employees. This is a form of variable-interval reinforcement.

Accepted Answer

A) True 
 B)False

Question 17

What does salience of a brand refer to?

Accepted Answer

Salience of a brand

Question 18

Which theory listed below assumes that learning take place as the result of responses to external events?

Accepted Answer

A)  behavioral learning 
B)  episodic learning 
C)  incidental learning 
D)  gestalt learning 
A)  behavioral learning 
B)  episodic learning 
C)  incidental learning 
D)  gestalt learning

Question 19

Why do people have a tendency to remember unusual ads more effectively than ads that are less interesting? What is this phenomenon called?

Accepted Answer

An unusual ad has greater salience. Stim

Question 20

Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________.

Accepted Answer

A)  the highlighting effect 
B)  interference 
C)  decay 
D)  generalization 
A)  the highlighting effect 
B)  interference 
C)  decay 
D)  generalization

Discuss the capacity of short-term memory.

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.

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.

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 ________.

________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.

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 manager pays a bonus only for an actual sale. Which of the following is the manager using to improve the productivity of sales trainees?

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?

Stimulus generalization refers to ________.

________ memory permits the temporary storage of information we receive from our senses.

The salience of a brand refers to its prominence or level of activation in memory.

The spacing effect describes the tendency for us to recall printed material more effectively when the advertiser repeats the target item periodically, rather than presenting it repeatedly in a short time period.

Episodic memories are likely to become part of a person's long-term memory.

Instrumental conditioning occurs in which of the following ways?

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

Cognitive learning theory approaches tend to stress the importance of internal mental processes.

Secret shoppers are used by marketers to test the effectiveness of the customer service skills quality among employees. This is a form of variable-interval reinforcement.

What does salience of a brand refer to?

Which theory listed below assumes that learning take place as the result of responses to external events?

Why do people have a tendency to remember unusual ads more effectively than ads that are less interesting? What is this phenomenon called?

Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________.

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Perception

Motivation and Affect

The Self: Mind, Gender, and Body

Personality, Lifestyles, and Values

Attitudes and Persuasive Communication

Decision Making

Buying, Using, and Disposing

Groups and Social Media

Income and Social Class

Subcultures

Culture

Filters

Exam 4: Learning Memory

Discuss the capacity of short-term memory.

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.

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.

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 ________.

________ learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors.

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 manager pays a bonus only for an actual sale. Which of the following is the manager using to improve the productivity of sales trainees?

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?

Stimulus generalization refers to ________.

________ memory permits the temporary storage of information we receive from our senses.

The salience of a brand refers to its prominence or level of activation in memory.

The spacing effect describes the tendency for us to recall printed material more effectively when the advertiser repeats the target item periodically, rather than presenting it repeatedly in a short time period.

Episodic memories are likely to become part of a person's long-term memory.

Instrumental conditioning occurs in which of the following ways?

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

Cognitive learning theory approaches tend to stress the importance of internal mental processes.

Secret shoppers are used by marketers to test the effectiveness of the customer service skills quality among employees. This is a form of variable-interval reinforcement.

What does salience of a brand refer to?

Which theory listed below assumes that learning take place as the result of responses to external events?

Why do people have a tendency to remember unusual ads more effectively than ads that are less interesting? What is this phenomenon called?

Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called ________.

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Perception

Motivation and Affect

The Self: Mind, Gender, and Body

Personality, Lifestyles, and Values

Attitudes and Persuasive Communication

Decision Making

Buying, Using, and Disposing

Groups and Social Media

Income and Social Class

Subcultures

Culture

Filters