Chapter 3 Learning & Memory

Question 1

_______________ is a relatively permanent change in behavior caused by experience

Answer 1

Learning

Question 2

The person most associated with operant conditioning is

Answer 2

BF Skinner

Question 3

If consumers repeatedly see ads for a decadent ice cream, they will feel hungry for some in the future when they merely hear the name. Their hunger is an example of a/an

Answer 3

Conditional Response

Question 4

In our memories, we tend to put objects with similar characteristics into the same category. How we group things determines how we evaluate them. This is called a/an

Answer 4

Schema

Question 5

The belief that if you gamble long enough, you will eventually win, shows an understanding of which reinforcement schedule?

Answer 5

Variable Ratio

Question 6

If you have a headache and take Tylenol and it takes your headache away, the relief reinforces you to take Tylenol in the future. This is an example of

Answer 6

Negative reinforcement

Question 7

True of False? B.F. Skinner is closely associated with instrumental (Operant ) conditioning

Answer 7

True

Question 8

To remember things we often split them up into short segments.

Answer 8

Chunking

Question 9

In an ad we see some one being rewarded because they have used a product. We learn this through what type of learning?

Answer 9

Cognitive Learning

Question 10

Rewarding of successive approximations of the desired behaviour; for example prize for coming into store; free food at Costco is called

Answer 10

Shaping

Question 11

True or False Recall does not indicate whether consumers believe the ads and buy the product.

Answer 11

True

Question 12

Hiding a product’s origin; for example, Rickard’s Red is brewed by Molson is an example of

Answer 12

Masked branding

Question 13

For modeling of a behavior to be effective, these things are needed

Answer 13

Physiological situation, situational factor, state dependent retrieval

Question 14

The process where information from short-term memory is entered into long term memory is called

Answer 14

Encoding

Question 15

Recognition scores in advertising research are almost always higher than recall scores.

Answer 15

True

Question 16

In Pavlov’s famous experiment with dogs, he paired a bell with presentation of food. Over a period of time, dogs were observed to start drooling (salivating) when they heard a bell only. What was the conditioned stimulus?

Answer 16

Bell

Question 17

Th e Apple Think Different commercial and ads are great examples of

Answer 17

Classical Conditioning pairing

Question 18

True or False? The difference between classical conditioning and operant conditioning is that in classical conditioning the subject does not take any action and the effect occurs. in operant conditioning the subject behaves in some way and the consequence that follows the action may reinforce or inhibit the behaviour.

Answer 18

True

Question 19

The tendency for something unusual to standout and be remembered is called the

Answer 19

Restorff Effect

Question 20

Working memory is another name for:

Answer 20

Short-term Memory

Question 21

Cognitive learning theory assumes that learning takes place as the result of internal mental processes; people use information from the world around them to master environment and solve problems. It implies that we have choice in our actions.

Answer 21

True