Download 17136C Understanging Buyers

17136C
Understanging Buyers
Ch.06 Learning and memory
Section A:True or False
1.
The process that results in changes in long-term memory is
known as learning.
Answer: T
page 164
2.
The left brain is responsible for interpreting things as
component parts.
Answer: T
page 165
3. The right and left brains process stimuli the same way.
Answer: F
page 165
The use of the bell in Pavlov’s experiment immediately became
the conditioned stimulus.
Answer: F
page 170
4.
5.
The process of using an established relationship between a
stimulus and response to generate the same response to a
different stimulus is known as operant conditioning.
Answer: F
page 171
6. Marketers attempt to shape consumer behaviour by use of product
sampling.
Answer: T
page 172
7. A manufacturer that introduces a new snack product by giving
numerous free samples may be using modelling learning.
Answer: F
pages 172 & 175
8. Reinforcement is anything that affects the likelihood that a given
response will be repeated in the future.
Answer: T
page 174
9. Memory is composed of two distinct physiological units: short- and
long-term memory.
Answer: F
page 178
10.
In advertising terms, the code refers to the form in which the
information is presented
Answer: T
page 182
17136C
Understanging Buyers
Ch.06 Learning and memory
Section B:
Multiple Choice
Question 1
The information processing chain is:
a)
Memory, stimuli, information processing, learning
b)
Learning, memory, information processing, stimuli
c) Stimuli, information processing, learning, memory
d)
Stimuli, memory, information processing learning
Answer: C page 164
Question 2
Recognising a face and some individual elements occurs
when we us:
a)
Both sides of the brain
b)
Neither side of the brain
c) Right brain only
d)
Left brain only
Answer: A page 165
Question 3
Conditioning refers to learning:
a) Based upon association of stimulus and response
b) Under low-involvement conditions
c) Under high-involvement conditions
d) Using elaborative activities
Answer: A
page 166
Question 4
A husband who buys his wife an expensive perfume for her birthday
because the last time he did so, his wife was very happy with the gift,
is an example of learning based on ___________________ theories.
a) Cognitive
b) Classical conditioning
c) Sycophantic
d) Behavioural
Answer: D
page 166
Question 5
The ‘Fly buys’ and other reward programs are examples of marketers
using:
a) Operant conditioning
b) Iconic rote conditioning
c) Vicarious modelling
d) Classic conditioning
Answer: D
page 167
Question 6
Having an urge to buy hot chips after walking past a shop and smelling
them on a cold day is a(n):
a) Normal reaction
b) Unconditioned response
c) Conditioned response
d) Learned response
Answer: B
page 168
Question 7
When using classic conditioning, message or stimulus repetition is:
a) Not necessary
b) Slightly important
c) Very important
d) Confusing
Answer: C
page 170
Question 8
The use of an Australian theme song by Telstra and Qantas is an
example of:
a) Classical conditioning
b) Modelling
c) Operant conditioning
d) Reasoning
Answer: A
page 170
Question 9
A manufacturer that introduces a new snack product by giving
numerous free samples is probably using:
a) Classical conditioning
b) Operant conditioning
c) Punishment conditioning
d) Cognitive learning
Answer: B
page 171
Question 10
Direct mail or personal contacts after a sale that congratulate the
purchaser for making a wise purchase involve:
a) Classical conditioning
b) Modelling
c) Operant conditioning
d) Reasoning
Answer: B
page 172
Question 11
Shaping involves:
a) Encouraging (rewarding) partial responses leading to the final
desired response
b) Structuring an overall advertisement to provide the desired
interpretation
c) Modifying behaviour over time using classical conditioning
d) Modifying behaviour over time using iconic rote learning
Answer: A
page 172
Question 12
Reactions to rewards offered in operant conditioning are:
a) The same for everyone
b) The same for people in the same market segment
c) Based on individual drives
d) Based on the dollar value of the reward
Answer: C
page 172
Question 13
Reinforcement is:
a) Any positive response to behaviour
b) The result of repetition in a high-involvement situation
c) Anything that affects the likelihood that a given response will be
repeated in the future
d) Necessary for learning to occur
Answer: C
page 174
Question 14
When advertising personal care products, marketers:
a) Rarely use negative reinforcement
b) Often use negative reinforcement
c) Rarely use positive reinforcement
d) Use both positive and negative reinforcement
Answer: A
page 175
Question 15
Tim learns about various brands of running shoes as a result of closely
reading running shoe advertisements that he finds enjoyable. This is
an example of:
a) Operant conditioning
b) Vicarious or modelling learning
c) Classical conditioning
d) Iconic rote learning
Answer: D
page 175
Question 16
Iconic rote learning is:
a) Learning by modelling other people's decisions
b) Cognitive learning
c) Operant conditioning
d) Learning the association between two or more concepts without
conditioning
Answer: D
page 175
Question 17
Julie watches the reactions people have to Diana's new short skirt
before deciding to buy one. This is an example of:
a) Iconic rote learning
b) Classical conditioning
c) Vicarious or modelling learning
d) Operant conditioning
Answer: C
page 176
Question 18
Finding that her corner grocery store is out of canola oil, Jane decides
to substitute it with sunflower oil. This is an example of:
a) Reasoning
b) Iconic rote learning
c) Vicarious learning
d) Operant conditioning
Answer: A
page 176
Question 19
Semantic memory may contain:
a)
Product characteristics
b)
Usage situations
c) Affective reactions
d)
All of the above
Answer: D pages 178 & 180
Question 20
Concentrated fabric softener comes in sealed plastic
pouches that have been impregnated with the
appropriate scent. This is an example of the use of:
a)
Science
b)
Sensory memory
c) Schematic memory
d)
Episodic memory
Answer: B page 179
Question 21
Short-term memory is:
a) A distinct physiological entity
b) That part of total memory that is currently in use
c) Used only briefly before information is transferred to long-term
memory
d) The ability to recall a stimulus object
Answer: B
page 180
Question 22
Long-term memory:
a)
Contains two types, semantic and episodic
b) Becomes shorter as we get older
c) Becomes longer as we get older
d) Contains two types, sensory and schematic
Answer: A
page 180
Question 23
An advertisement using the phrase ‘Do you remember
where you were when...?’ is making use of:
a)
Short-term memory
b)
Long-term memory
c) Episodic memory
d)
Sensory memory
Answer: C page 181
Question 24
The code of an advertisement is:
a)
The secret message in the advertisement
b)
The identifying symbols used by the creative team
c) The schema linking the parts of the advertisement
d)
The form in which the information is presented
Answer: D page 182
Question 25
Once a conditioned response is extinguished, it:
a)
b)
c)
d)
Can never be reactivated
Will only be reactivated by a new and different stimulus
Can be reactivated with a reminder of the conditioned stimulus
Is forgotten forever
Answer: C
page 182