CHAPTER 3

LEARNING AND MEMORY Multiple Choice 1. ________________ refers to a relatively permanent change in behavior that is caused by experience. a. Adjustment b. Memory cycling c. Learning d. Reinforcement Answer: c! Di""icult#: M! $%ct P%&e: '( 2. am !olton hums the "urina #at #ho$ jingle as he drives do$n the express$ay. A thought suddenly occurs to am% &'hy am ( humming this stupid jingle) ( don*t buy this stuff. (n fact% ( don*t even have a cat.+ Many people have experiences just li,e am. 'hether they reali-e it or not% they have learned about the $orld around themselves in casual% unintentional $ays. Ac.uisition of ,no$ledge in this manner is ,no$n as/ a. memory cycling. b. reinforcement modeling. c. learning.incidental d. learning through experimentation.

Answer: c! Di""icult#: H! Applic%tion P%&e: '( 0. ______________ is the casual% unintentional ac.uisition of ,no$ledge 1such as learning by listening to jingles2. a. #omplex learning b. ystematic learning c. Repetitive learning d. (ncidental learning Answer: )! Di""icult#: M! $%ct P%&e: '( 3. 'hich form of learning listed belo$ assumes that learning ta,es place as the result of responses to external events4 a. #ognitive learning. b. (ncidental learning. c. 5estalt learning. d. !ehavioral learning. Answer: )! Di""icult#: H! $%ct P%&e: '(

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7. ______________ theory sees the mind as a &blac, box+ and emphasi-es the observable aspects of behavior. a. #ognitive learning b. (ncidental learning c. !ehavioral learning d. 5estalt learning Answer: c! Di""icult#: M! $%ct P%&e: '( 8. 9ran, is sitting in his "sychology 1:1 class listening to his professor attempt to explain the &blac, box+ process and its associations $ith learning. ;e suddenly smells the aroma of fresh cinnamon rolls and his mouth begins to &$ater.+ ;e loo,s around and sees a student on the last ro$ bite into a big% juicy roll. &( $ish ( $ere sitting next to him%+ 9ran, thin,s% &because ( ,no$ ( could steal a bite.+ 'hat 9ran, just $ent through in class $as similar to the &blac, box+ process being described by his professor. <his process is most closely associated $ith $hich of the follo$ing learning methods4 a. !ehavioral learning. b. 5estalt learning. c. #ognitive learning. d. (ncidental learning. Answer: %! Di""icult#: H! Applic%tion P%&e: '( =. <he behavioral learning vie$ is represented by t$o major approaches to learning. <hese approaches are/ a. observation and modeling. b. repetition and extinction. c. classical and instrumental conditioning. d. memori-ation and punishment. Answer: c! Di""icult#: H! $%ct P%&e: '* >. According to the ______________ perspective% people*s experiences are shaped by the feedbac, they receive as they go through life. imilarly% consumers respond to brand names% scents% jingles% and other mar,eting stimuli based on the learned connections they have formed over time. a. behavioral learning b. gestalt learning c. cognitive learning d. incidental learning Answer: %! Di""icult#: M! Applic%tion P%&e: '* 6. __________________ occurs $hen a stimulus that elicits a response is paired $ith

3:

another stimulus that initially does not elicit a response on its o$n. a. #lassical conditioning b. (nstrumental conditioning c. Rejection conditioning d. ?xtinction conditioning Answer: %! Di""icult#: E! $%ct P%&e: '* 1:. _________________ $as first demonstrated by experiments performed on dogs by (van "avlov% a Russian physiologist doing research on digestion in animals. a. #lassical conditioning b. (nstrumental conditioning c. Rejection conditioning d. ?xtinction conditioning Answer: %! Di""icult#: M! $%ct P%&e: '* 11. According to (van "avlov*s famous &dog experiments+ that eventually $ere the foundation of classical conditioning as a means of learning% a1an2 ______________ is illustrated by a stimulus% such as dried meat po$der% that caused the dogs to salivate $hen sprayed into their mouths. a. neural stimulus 1@ 2 b. conditioned stimulus 1# 2 c. mnemonic stimulus 1M 2 d. unconditioned stimulus 1A# 2 Answer: )! Di""icult#: H! $%ct %n) Applic%tion P%&e: '* 12. A mar,eter ,no$s that the visual and olfactory senses can be stimulated to induce hunger% thirst% sexual arousal% and other basic drives. 'hen these cues are consistently paired $ith conditioned stimuli such as brand names% consumers may learn to feel hungry% thirsty% or aroused $hen later exposed to the brand cues. <his is an example of $hich of the follo$ing learning formats4 a. #lassical conditioning. b. (nstrumental conditioning. c. timulation conditioning. d. ?xtinction conditioning. Answer: %! Di""icult#: H! $%ct %n) Applic%tion P%&e: '* 10. Repeated exposures increase the strength of stimulusBresponse associations and/ a. are an irritant to the subconscious. b. produce illness in some consumers. c. prevent the decay of these associations in memory. d. are usually best delivered by spo,espersons.

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Answer: c! Di""icult#: M! $%ct P%&e: '* 13. timulus generali-ation refers to/ a. the tendency for stimuli to be similar in nature. b. the situation $hen a stimulus similar to a #onditioned timulus is not follo$ed by an Anconditioned timulus. c. the tendency of stimuli similar to a #onditioned timulus to evo,e similar% conditioned responses. d. the tendency for the consumer to rationali-e purchases for general reasons. Answer: c! Di""icult#: H! $%ct P%&e: '+ 17. A private label shampoo company pac,ages its product in a similar container and pac,age 1but charges 27C less for its product2 to Dohnson E Dohnson*s !aby hampoo. (f the consumer assumes the t$o products are similar and buys the cheaper of the t$o% then a &piggybac,ing+ strategy has been employed. 'hich of the follo$ing terms accurately describes the learning principle that the company used to formulate their strategy4 a. timulus discrimination b. timulus generali-ation c. timulus conditioning d. Fifferential discrimination Answer: ,! Di""icult#: M! Applic%tion P%&e: '+ 18. Recently% Miller !re$ing #o. $anted to try a ne$ approach to reach consumers $ho had previously been uninterested in Miller products. (t created a dummy company called "lan, Road !re$ery $hen it launched its (cehouse and Red Fog beers. #onsumers $ho purchased these products never ,ne$ that they $ere really part of Miller*s product line. <his strategy is called/ a. dual branding. b. covert branding. c. deceptive branding. d. mas,ed branding. Answer: )! Di""icult#: M! $%ct %n) Applic%tion P%&e: '1=. _________________ occurs $hen a stimulus similar to a #onditioned timulus 1# 2 is not follo$ed by an Anconditioned timulus 1A# 2. a. timulus generali-ation b. timulus discrimination c. timulus conditioning d. Fifferential discrimination Answer: ,! Di""icult#: H! $%ct P%&e: '-

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1>. (f a brand has strong positive associations in a consumer*s memory and commands a lot of loyalty as a result% the brand can be said to have/ a. brand exposure. b. brand energy. c. brand development. d. brand e.uity. Answer: )! Di""icult#: E! $%ct P%&e: '' 16. <he process of ____________ is often central to branding and pac,aging decisions that attempt to capitali-e on consumers* positive associations $ith an existing brand or company name. a. stimulus generali-ation b. stimulus discrimination c. stimulus conditioning d. differential discrimination Answer: %! Di""icult#: H! $%ct P%&e: '. 2:. All of the follo$ing are strategies based on stimulus generali-ation ?G#?"</ a. family branding. b. bac,$ard branding. c. product line extensions. d. licensing. Answer: ,! Di""icult#: M! $%ct P%&e: '. 21. 'hen American ?xpress <raveler*s #hec,s uses an ad campaign that says% &As, for them by name......%+ American ?xpress is encouraging/ a. stimulus generali-ation b. stimulus discrimination c. stimulus conditioning d. differential generali-ation Answer: ,! Di""icult#: H! Applic%tion P%&e: './ .0 22. Another name for operant conditioning is/ a. instrumental conditioning. b. neoBclassical conditioning. c. stimulus conditioning. d. re$ard conditioning. Answer: %! Di""icult#: E! $%ct P%&e: .0 20. _________________ occurs as the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.

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a. #lassical conditioning b. ?xtinction conditioning c. timulation conditioning d. (nstrumental conditioning Answer: )! Di""icult#: E! $%ct P%&e: .0 23. "sychologist !.9. ,inner is most associated $ith $hich of the follo$ing form of conditioning4 a. #lassical conditioning. b. ?xtinction conditioning. c. timulation conditioning. d. (nstrumental conditioning. Answer: )! Di""icult#: H! $%ct P%&e: .0 27. Dohn $ants to teach his dog to do tric,s such as & it up%+ &Roll over%+ and &9etch a stic,.+ !y systematically re$arding his dog for responding in the correct $ay% he is able to accomplish great progress over a 0:Bday period. Dohn $as able to teach his dog using $hich of the follo$ing learning processes4 a. #lassical conditioning. b. (nstrumental conditioning. c. timulation conditioning. d. ?xtinction conditioning. Answer: ,! Di""icult#: M! Applic%tion P%&e: .0 28. All of the follo$ing are $ays that instrumental learning may occur ?G#?"</ a. positive reinforcement. b. negative reinforcement. c. punishment. d. extinction. Answer: )! Di""icult#: M! $%ct P%&e: .0 2=. _________________ is in the form of a re$ard) the response is% therefore% strengthened and appropriate behavior is learned. a. @egative reinforcement b. "ositive reinforcement c. "unishment d. #oercion Answer: ,! Di""icult#: E! $%ct %n) Applic%tion P%&e: .0 2>. A computer company runs an ad that sho$s a young male sitting in front of his computer on $hat appears to be a lonely aturday night. <he copy in the ad implies

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that if the young man had only purchased the latest soft$are for his computer% he $ould have been able to have friends over to play the latest in video games. 'ithout the soft$are% ho$ever% he is the &lonely guy.+ <his $ould be an example of $hich of the follo$ing instrumental conditioning options4 a. @egative reinforcement. b. "ositive reinforcement. c. "unishment. d. #oercion. Answer: %! Di""icult#: M! Applic%tion P%&e: .0 26. A $oman no longer receives compliments on the perfume that she $ears. (n learning terms% the stimulusBresponse connection has $ea,ened. 'hich of the follo$ing instrumental conditioning processes explains $hat has occurred to the $oman in the example4 a. @egative reinforcement. b. ?xtinction. c. "unishment. d. #oercion. Answer: ,! Di""icult#: H! Applic%tion P%&e: .01.2 0:. An important factor in operant conditioning is the set of rules by $hich appropriate reinforcements are given for a behavior. All of the follo$ing are among those schedules cited by the text ?G#?"</ a. dependent reinforcement. b. fixedBinterval reinforcement. c. variableBinterval reinforcement. d. variableBratio reinforcement. Answer: %! Di""icult#: H! $%ct P%&e: .2 01. A department store decides to use &secret shoppers+ to test for service .uality among its personnel. tore personnel are re$arded for &excellent service attitudes.+ 'hich of the follo$ing reinforcement schedules $ould most li,ely apply in the above situation4 a. 9ixedBratio reinforcement. b. 9ixedBinterval reinforcement. c. HariableBratio reinforcement. d. HariableBinterval reinforcement. Answer: )! Di""icult#: H! Applic%tion P%&e: .2 02. 'ith respect to the application of instrumental conditioning principles% a popular techni.ue ,no$n as ____________ reinforces regular purchases by giving consumers pri-es $ith values that increase along $ith the amount purchased.

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a. b. c. d.

rebate mar,eting discount mar,eting re$ard mar,eting fre.uency mar,eting

Answer: )! Di""icult#: M! $%ct P%&e: .( 00. __________________ approaches stress the importance of internal mental processes or vie$s the consumer as a problemBsolver $ho actively uses information from the $orld to master her environment. a. (nstrumental learning theory b. #ognitive learning theory c. Iperant learning theory d. #lassical learning theory Answer: ,! Di""icult#: M! $%ct P%&e: .3 03. An adolescent girl observes that $omen on television and in real life seem to be re$arded $ith compliments and attention $hen they smell nice and $ear alluring clothing. (f she adjusts her behavior to achieve the same results by the same means% she is experiencing $hich of the follo$ing learning processes4 a. (nstrumental learning theory b. Ibservational learning theory c. Iperant learning theory d. #lassical learning theory Answer: ,! Di""icult#: M! Applic%tion P%&e: .3 07. ____________________ occurs $hen people $atch the actions of others and note the reinforcements they receive for their behaviors. a. #lassical learning b. Ibservational learning c. Rote learning d. tochastic learning Answer: ,! Di""icult#: E! $%ct P%&e: .3 08. (n order for observational learning in the form of modeling to occur% all of the follo$ing conditions must be met ?G#?"</ a. the consumer*s attention must be directed 1for $hatever reason2 to the appropriate model. b. the consumer must remember $hat is said or done by the model. c. the consumer must be able to better 1enhance2 $hat the model has done. d. the consumer must be motivated to perform actions. Answer: c! Di""icult#: H! $%ct %n) Applic%tion P%&e: .*

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0=. According to the model that describes the components of observational learning% the first step in the observational learning process is/ a. retention. b. production processes. c. attention. d. motivation. Answer: c! Di""icult#: E! $%ct %n) Applic%tion P%&e: .*/ $i&ure 333 0>. _________________ involves a process of ac.uiring information and storing it over time so that it $ill be available $hen needed. a. Memory b. Recognition c. #omprehension d. Attention Answer: %! Di""icult#: E! $%ct P%&e: .+ 06. (f a mar,eter assumes a consumer*s mind is much li,e a computer $ith respect to memory functions% then the mar,eter $ill probably employ a1an2 ______________ to study memory. a. meansBend chain b. information processing approach c. experiential approach d. experimental approach Answer: ,! Di""icult#: M! $%ct %n) Applic%tion P%&e: .+

3:. 'ith respect to the information processing approach to memory formulation% in the ___________ stage% information is entered in a $ay the system $ill recogni-e. a. storage b. retrieval c. encoding d. decoding Answer: )! Di""icult#: E! $%ct P%&e: .+/ $i&ure 33*

31. 'illiam has decided to buy a ne$ television set. "rior to the purchase of any ne$ product% 'illiam thin,s about the last time he bought a <H% the process he $ent through% the store he purchased it from% and ho$ satisfied he has been $ith his old set. 'hen 'illiam does this% he is using his ______________ to revie$ events. a. shortBterm memory b. sensory memory c. longBterm memory d. $or,ing memory

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Answer: c! Di""icult#: M! Applic%tion P%&e: .4/ .' 32. _____________ permits storage of information $e receive from our senses. a. hortBterm memory b. ensory memory c. LongBterm memory d. 'or,ing memory Answer: ,! Di""icult#: E! $%ct P%&e: .4 30. According to the _____________% a message is processed in a bottomBup fashion. (n other $ords% processing begins at a very basic level and is subject to increasingly complex processing operations that re.uire greater cognitive capacity. a. information processing model b. decay processing model c. parallel processing model d. hierarchical processing model Answer: )! Di""icult#: M! $%ct P%&e: .' 33. Martha*s mother as,s her for a .uic, list of her favorite perfumes 1it*s time for the #hristmas shopping list2. As a consumer% Martha gives her mother six names that are all &her favorite.+ <his group constitutes Martha*s ________________ for perfume. a. position group b. desire patterns c. rational set d. evo,ed set Answer: )! Di""icult#: M! Applic%tion P%&e: .'/ .. 37. As MayBLee considers her purchase of perfume% she shifts bac, and forth bet$een thin,ing about claims made by the different brands% remembering ads she has seen% and considers her emotional responses to the various brands. 'hich of the follo$ing processes most accurately describes $hat MayBLee is going through4 a. preading activation. b. Advertising decay. c. "olar parallels. d. calar processing. Answer: %! Di""icult#: H! Applic%tion P%&e: .. 38. #learly% forgetting is a big problem for mar,eters $ith respect to messages and communications sent to consumers. Memories of products can simply fade or decay $ith time or forgetting can occur because of/ a. interference.

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b. lac, of interest. c. salience. d. recall. Answer: %! Di""icult#: M! $%ct P%&e: 20( 3=. Many mar,eters use &the good old days+ as a common theme in messages. <his is a strategy of focusing on ___________________. a. retroBinterference. b. &return to the $omb+ syndrome. c. nostalgia. d. memory spi,es. Answer: c! Di""icult#: M! $%ct P%&e: 203 3>. (n a typical _________________ test% subjects are sho$n ads one at a time and as,ed if they have seen them before. a. recall b. recognition c. remembrance d. recovery Answer: ,! Di""icult#: M! $%ct %n) Applic%tion P%&e: 20*/ 20+ 36. (n a typical _____________ test% subjects are as,ed to independently thin, of $hat they have seen $ithout being prompted for this information first. a. free recall b. recognition c. retrieval d. recovery Answer: %! Di""icult#: E! $%ct %n) Applic%tion P%&e: 20*/ 20+ 7:. usan aurage pic,s and runs her focus groups carefully. he $ants to ma,e sure that each focus group member provides meaningful information for her research purposes. As she is examining potential focus group candidates% she notices that three men and t$o $omen seem to provide &yes+ ans$ers regardless of $hat she as,s them. <hey seem to $ant to be on the focus group very badly and appear eager to be &good subjects.+ (f usan follo$s prudent testing methodology% she should reject these test subjects in order to avoid the possibility of $hich of the follo$ing biases4 a. 5ender bias. b. Irder bias. c. Response bias. d. Affinity bonding bias. Answer: c! Di""icult#: M! Applic%tion P%&e: 20-

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True5$%lse 71. Learning refers to a relatively permanent change in behavior that is caused by experience. Answer: True! Di""icult#: E! $%ct P%&e: '( 72. #asual% unintentional ac.uisition of ,no$ledge is ,no$n as classical conditioning. Answer: $%lse! Di""icult#: M! $%ct P%&e: '( 70. hari 5ome- sees the &big red heart+ on the front of a #heerios box and immediately thin,s of an ad she has seen for the cereal that discusses the lo$ cholesterol benefits of #heerios. <his $ould be an illustration of a stimulusBresponse connection 1behavioral theory2. Answer: True! Di""icult#: H! Applic%tion P%&e: '(1'3 73. <here are t$o major approaches associated $ith behavioral learning theory) the approaches are classical conditioning and observational learning. Answer: $%lse! Di""icult#: M! $%ct P%&e: '* 77. <he form of conditioning most associated $ith psychologist (van "avlov is classical conditioning. Answer: $%lse! Di""icult#: M! $%ct P%&e: '* 78. (n the original behavioral learning experiments in classical conditioning% it $as found that conditioning effects are more li,ely to occur after the conditioned and unconditioned stimuli have been paired a number of times. Answer: True! Di""icult#: M! $%ct %n) Applic%tion P%&e: '* 7=. timulus generali-ation refers to the tendency of stimuli similar to a conditioned stimulus 1# 2 to evo,e similar% conditioned responses. Answer: True! Di""icult#: M! $%ct P%&e: '+ 7>. A good illustration of the phenomenon of stimulus generali-ation occurs if a drug store*s private brand of mouth$ash is deliberately pac,aged to resemble a leading brand 1such as cope2. Answer: True! Di""icult#: E! Applic%tion P%&e: '+

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76. Mas,ed branding occurs $hen the brand name is deliberately covered up so the consumer cannot see it. Answer: $%lse! Di""icult#: E! $%ct P%&e: '8:. timulus discrimination occurs $hen an unconditioned stimulus 1A# 2 does not follo$ a stimulus similar to a conditioned stimulus 1# 2. Answer: True! Di""icult#: M! $%ct P%&e: '81. Marlboro% (!M% Microsoft% and #ocaB#ola exert po$erful effects on consumers. All of these brands use brand e.uity to ensure a strong positive association in a consumer*s memory. Answer: True! Di""icult#: E! $%ct %n) Applic%tion P%&e: '4/ '' 82. <he order in $hich the conditioned stimulus 1# 2 and the unconditioned stimulus 1A# 2 are presented do not affect the li,elihood that learning $ill occur. Answer: $%lse! Di""icult#: M! $%ct P%&e: '' 80. An example of a mar,eting strategy that results from an appreciation and understanding of stimulus generali-ation is licensing. Answer: True! Di""icult#: M! $%ct %n) Applic%tion P%&e: '. 83. (nstrumental conditioning occurs as the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes. Answer: True! Di""icult#: M! $%ct %n) Applic%tion P%&e: .0 87. (nstrumental conditioning is also ,no$n as operant conditioning. Answer: True! Di""icult#: E! $%ct P%&e: .0 88. A $oman $ho gets compliments after $earing Ibsession perfume $ill learn that using this product has the desired positive effect of gaining attention) she $ill be more li,ely to ,eep buying the product. <his is an example of instrumental learning. Answer: True! Di""icult#: M! Applic%tion P%&e: .0 8=. (nstrumental conditioning occurs in three $ays. <he $ays are positive reinforcement% positive re$ard% and monetary re$ard. Answer: $%lse! Di""icult#: M! $%ct %n) Applic%tion P%&e: .0

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8>. ecret shoppers may be used by mar,eters to test the effectiveness of serviceB .uality among employees. <his is a form of variableBinterval reinforcement testing. Answer: True! Di""icult#: M! $%ct %n) Applic%tion P%&e: .2 86. 9re.uent flyer incentive programs 1that achieved popularity in the 16>:s2 are a form of re$ard lin,ed to the classical conditioning process. Answer: $%lse! Di""icult#: M! $%ct %n) Applic%tion P%&e: .( =:. #ognitive learning theory approaches stress the importance of internal mental processes. Answer: True! Di""icult#: E! $%ct P%&e: .3 =1. A $oman shopping for a ne$ ,ind of perfume may remember the reactions her friend received upon $earing a certain brand several months earlier% and she $ill base her behavior on her friend*s action. <his is an example of a form of cognitive learning. Answer: True! Di""icult#: H! Applic%tion P%&e: .3/ .* =2. ensory memory*s duration is usually very shortJsometimes lasting less than one second. Answer: True! Di""icult#: M! $%ct P%&e: .4 =0. <he salience of a brand refers to its degree of pricing flexibility 1i.e.% fre.uency of price changes2. Answer: $%lse! Di""icult#: E! $%ct P%&e: 202 =3. 9orgetting may occur due to interferenceJlearning additional information about a subject. Answer: True! Di""icult#: M! $%ct P%&e: 20( =7. (n a typical free recall test% subjects are sho$n ads one at a time and as,ed if they have seen them before. Answer: $%lse! Di""icult#: H! $%ct %n) Applic%tion P%&e: 20*/ 20+ Ess%# 6uestions

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=8. Fescribe the term learning. Fefine the term incidental learning. Answer: Learning is a relatively permanent change in behavior caused by experience. <he learner need not have the experience directly. 'e can also learn by observing events that affect others. 'e learn even $hen $e are not trying. #onsumers recogni-e many brand names and can hum many product jingles 1even for products they do not personally use2. <his casual% unintentional ac.uisition of ,no$ledge is ,no$n as incidental learning. Di""icult#: E! $%ct P%&e: '( ==. #ompare and contrast classical and instrumental 1operant2 conditioning. Answer: Classical conditioning involves the close pairing of t$o stimuli. #lassical conditioning occurs $hen a stimulus that elicits a response is paired $ith another stimulus that initially does not elicit a response of its o$n. Iver time% this second stimulus causes a similar response because it is associated $ith the first stimulus. <he person to study this form of conditioning $as (van "avlov% a Russian physiologist 1$hile doing research on digestion in animals2. Operant (or instrumental) conditioning occurs as an individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes. !.9. ,inner demonstrated the effects of instrumental conditioning by teaching animals to dance% play pingBpong% and so on by systematically re$arding them for desired behaviors. 'hile responses in classical conditioning are involuntary and fairly simple% those in instrumental conditioning are made deliberately to obtain a goal and may be more complex and shaped over a period of time. Instrumental learning occurs as a result of a re$ard follo$ing the desired behavior. (t ta,es place over a period of time $hile the individual tries a variety of other behaviors and abandons them because they are not reinforced. (n instrumental learning% the response is performed because it is instrumental in gaining a re$ard or avoiding punishment. Di""icult#: H! $%ct %n) Applic%tion P%&e: '*1.0/ .01.3 =>. Fiscuss $hat stimulus generali-ation and stimulus discrimination are and present an example of each that is relevant to the field of mar,eting. Answer: 1a2 Stimulus generalization refers to the tendency of stimuli similar to a #onditioned timulus to evo,e similar% conditioned responses. <he idea is that people react to other stimuli 1similar stimuli2 in much the same $ay they respond to the original stimuli. 9or example% a drug store*s bottle of private brand mouth$ash might be deliberately pac,aged to resemble a name brand 1such as Listerine2. <he consumer $ould assume this

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&meBtoo+ product has the same characteristics as the name brand and buy it because of its cheaper price. 1b2 Stimulus discrimination occurs $hen a stimulus similar to a #onditioned timulus is not follo$ed by an Anconditioned timulus. (n this case% reactions are $ea,ened and $ill soon disappear. @ational manufacturers remind consumers that if they buy cheaper brands they $ill not get the same results as they do $hen they buy the national brand. Di""icult#: M! $%ct %n) Applic%tion P%&e: '+1'4 =6. <he process of stimulus generali-ation is often central to branding and pac,aging decisions that attempt to capitali-e on consumers* positive associations $ith an existing brand or company name. (n this context% list and briefly discuss the four strategies based on stimulus generali-ation presented in the text. Answer: 9amily brandingJa variety of products capitali-e on the reputation of a company name. "ositive corporate images help to sell the company*s different product lines. "roduct line extensionsJrelated products are added to an established brand. LicensingJ$ellB,no$n brand names are &rented+ by others. <his strategy is increasing in popularity as mar,eters try to lin, their products and services $ith $ellBestablished figures. Loo,Bali,e pac,agingJdistinctive pac,aging designs create strong associations $ith a particular brand. (mitating the loo, of an existing successful brand is common in today*s cro$ded mar,etplace.

Di""icult#: M! $%ct %n) Applic%tion P%&e: '. >:. ?xplain ho$ instrumental conditioning occurs. !e sure to use the proper terms to explain this process. Answer: Instrumental conditioning occurs as the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes. <his form of conditioning occurs in one of three $ays. 'hen the environment provides positive reinforcement in the form of a re$ard% the response is strengthened% and appropriate behavior is learned. econd% negative reinforcement also strengthens responses so that appropriate behavior is learned. Lastly% $e learn to do certain things in order to avoid punishment. (n this case% $e $ish to avoid an unpleasant conse.uence. 'e learn the hard $ay sometimes $hat these situations are. Di""icult#: M! $%ct %n) Applic%tion P%&e: .0 >1. An important factor in instrumental 1operant2 conditioning is the set of rules by $hich appropriate reinforcements are given for a behavior. <he chapter discusses four possible 73

schedules of reinforcement. !riefly describe each and give a short example. !e sure to use the proper terminology for each schedule. Answer: 1a2 Fixed-interval reinforcementJafter a specified time period has passed% the first response that is made brings re$ard. Ander such conditions% people tend to respond slo$ly right after being reinforced% but their responses speed up as the time for the next reinforcement looms. ?xample/ cro$ding a store on the last day of a sale but not returning for another year. 1b2 Varia le-interval reinforcementJthe time must pass before reinforcement is delivered varies around some average. ince the person does not ,no$ exactly $hen to expect the reinforcement% responses must be performed at a consistent rate. ?xample/ using mystery or secret shoppers to $atch store employees and their attempt to provide .uality service. 1c2 Fixed-ratio reinforcementJreinforcement occurs only after a fixed number of responses. <his schedule motivates people to continue performing the same behavior over and over again. ?xample/ repeat shopping to earn pri-es by earning credits or trading stamps. 1d2 Varia le-ratio reinforcementJthe person is reinforced after a certain number of responses% but he or she does not ,no$ ho$ many responses are re.uired. "eople in such situations tend to respond at very high and steady rates% and this type of behavior is very difficult to extinguish. ?xample/ gambling or playing slot machines. Di""icult#: H! $%ct %n) Applic%tion P%&e: .2 >2. 5ive a brief explanation of cognitive learning. Answer: (n contrast to behavioral theories of learning% cognitive learning theor! approaches stress the importance of internal mental processes. <his perspective vie$s people as problemB solvers $ho actively use information from the $orld around them to master their environment. upporters of this vie$point also stress the role of creativity and insight during the learning process. Di""icult#: E! $%ct P%&e: .3 >0. List and describe the components of observational learning as displayed in a figure sho$n in the text. Answer: AttentionJthe consumer focuses on a model*s behavior. RetentionJthe consumer retains this behavior in memory. "roduction processesJthe consumer has the ability to perform the behavior. MotivationJa situation arises $herein the behavior is useful to the consumer.

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<his results in observational learningJthe consumer ac.uires and performs the behavior earlier demonstrated by a model. Di""icult#: M! $%ct %n) Discussion P%&e: .*/ $i&ure 333 >3. (dentify and briefly discuss each of the three distinct memory systems described in the text. Answer: 1a2 Sensor! memor!Jpermits the storage of information $e receive from our senses. <his storage is very temporary) it last a couple of seconds at most. (f information is retained for further processing% it passes through an attentional gate and is transferred to shortBterm memory. 1b2 Short-term memor! (S"#)Jstores information for a limited period of time) its capacity is limited. Regarded as $or,ing memory 1li,e a computer2% it holds the information $e are currently processing. <his information is stored by combining small pieces into larger ones in a process ,no$n as chun,ing. 1c2 Long-term memor! (L"#)Jis a system that allo$s us to retain information for a long period of time. (n order for information to enter into longBterm memory from shortBterm memory% an elaborate rehearsal is re.uired. <his process involves thin,ing about the meaning of a stimulus and relating it to other information already in memory. Di""icult#: M! $%ct %n) Discussion P%&e: .4/ .'/ $i&ure 33+ >7. Measuring memory for mar,eting stimuli is often difficult. Fiscuss the differences bet$een recognition and recall. 5ive examples of methods for testing each form. 'hich one is thought to the more reliable measure of memory4 Answer: <$o basic measures of impact are recognition and recall. (n the typical recognition test% subjects are sho$n ads one at a time and as,ed if they have seen them before. (n contrast% free recall tests as, consumers to independently thin, of $hat they have seen $ithout being prompted for this information firstJobviously% this tas, re.uires greater effort on the part of respondents. Ander some conditions% these t$o memory measures tend to yield the same results% especially $hen the researchers try to ,eep the vie$ers* interest in ads constant. 5enerally% though% recognition scores tend to be more reliable and do not decay over time the $ay recall scores do. Recognition scores are almost al$ays better than recall scores because recognition is a simpler process and more retrieval cues are available to the consumer. Di""icult#: M! $%ct %n) Discussion P%&e: 20*120-

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