17136C Understanging Buyers

1. 17136C Understanging Buyers Ch.06 Learning and memory Section A:True or False

2. 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 4. The use of the bell in Pavlov’s experiment immediately became the conditioned stimulus. Answer: F page 170 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

3. 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

4. 17136C Understanging Buyers Ch.06 Learning and memory Section B: Multiple Choice

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. Question 25 Once a conditioned response is extinguished, it: a) Can never be reactivated b) Will only be reactivated by a new and different stimulus c) Can be reactivated with a reminder of the conditioned stimulus d) Is forgotten forever Answer: C page 182