Chapter.5 Test Bank Answers Learning And Memory

Chapter 5: Learning and Memory

Type: multiple choice question

Title: Chapter 05 Question 01

1) The _______ model rejects the notion that internal mental processes such as thoughts and feelings are important in learning.

Feedback: Page reference: Learning

Learning objective: 5.1

a. cognitive

b. emotive

c. behavioral

d. observational

Type: multiple choice question

Title: Chapter 05 Question 02

2) According to the behavioral learning approach,

Feedback: Page reference: Learning

Learning objective: 5.1

a. learning is a process of mental activity and deliberation.

b. a behavior is learned when we watch what other people do.

c. information processing relies entirely on mental processes.

d. learning happens without any complex thoughts or processes.

Type: multiple choice question

Title: Chapter 05 Question 03

3) The _______ view of learning proposes that a consumer’s previous experiences with a stimulus will result in automatic responses the next time the consumer encounters that stimulus.

Feedback: Page reference: Learning

Learning objective: 5.1

a. emotive

b. observational

c. behavioral

d. cognitive

Type: multiple choice question

Title: Chapter 05 Question 04

4) In behavioral learning, consumers typically

Feedback: Page reference: Learning

Learning objective: 5.1

a. search for information.

b. make automatic decisions.

c. check consumer reviews.

d. weigh a product’s attributes.

Type: multiple choice question

Title: Chapter 05 Question 05

5) In cognitive learning, consumers typically

Feedback: Page reference: Learning

Learning objective: 5.1

a. make automatic decisions.

b. reject past product assessments.

c. remain impartial or impulsive.

d. search for and evaluate information.

Type: multiple choice question

Title: Chapter 05 Question 06

6) Classical conditioning and operant conditioning are types of _______ learning.

Feedback: Page reference: Behavioral Learning

Learning objective: 5.2

a. behavioral

b. observational

c. emotive

d. cognitive

Type: multiple choice question

Title: Chapter 05 Question 07

7) Classical conditioning is a theory of _______ learning.

Feedback: Page reference: Behavioral Learning

Learning objective: 5.2

a. observational

b. behavioral

c. incidental

d. cognitive

Type: multiple choice question

Title: Chapter 05 Question 08

8) Which of the following provides an example of classical conditioning?

Feedback: Page reference: Behavioral Learning

Learning objective: 5.2

a. An individual learns a connection between two stimuli that are paired with one another.

b. An individual decides to reduce their overall level of consumption.

c. An individual’s behavior is changed through reinforcement that follows a desired response.

d. An individual learns by modeling the behaviors of those around them.

Type: multiple choice question

Title: Chapter 05 Question 09

9) Which type of conditioning occurs when a connection is established between the neutral stimulus and the unconditioned stimulus?

Feedback: Page reference: Behavioral Learning

Learning objective: 5.2

a. Episodic

b. Higher-order

c. Operant

d. First-order

Type: multiple choice question

Title: Chapter 05 Question 10

10) Which type of conditioning occurs when two conditioned stimuli are paired?

Feedback: Page reference: Behavioral Learning

Learning objective: 5.2

a. First-order

b. Episodic

c. Higher-order

d. Operant

Type: multiple choice question

Title: Chapter 05 Question 11

11) What occurs when a stimulus that is similar to a conditioned stimulus elicits a similar conditioned response?

Feedback: Page reference: Behavioral Learning

Learning objective: 5.2

a. Stimulus generalization

b. Cognitive learning

c. Passive reinforcement

d. Stimulus discrimination

Type: multiple choice question

Title: Chapter 05 Question 12

12) What occurs when an individual can distinguish between two stimuli?

Feedback: Page reference: Behavioral Learning

Learning objective: 5.2

a. Operant conditioning

b. Stimulus discrimination

c. Positive reinforcement

d. Stimulus generalization

Type: multiple choice question

Title: Chapter 05 Question 13

13) Which type of conditioning occurs when an individual’s behavior is changed through reinforcement that follows a desired response?

Feedback: Page reference: Behavioral Learning

Learning objective: 5.2

a. Higher-order

b. Episodic

c. Operant

d. First-order

Type: multiple choice question

Title: Chapter 05 Question 14

14) A fixed ratio schedule applies reinforcement after a(n)

Feedback: Page reference: Behavioral Learning

Learning objective: 5.2

a. known and specific timeframe.

b. unknown amount of time.

c. unknown number of responses.

d. specific number of responses.

Type: multiple choice question

Title: Chapter 05 Question 15

15) In a fixed interval schedule, the reinforcement is provided after

Feedback: Page reference: Behavioral Learning

Learning objective: 5.2

a. a known and specific time frame.

b. some unknown, but consistent amount of time.

c. a specific number of responses.

d. an unknown and often changing number of responses.

Type: multiple choice question

Title: Chapter 05 Question 16

16) When consumer looks at a nutrition label and incorporates nutrition-related information into their decision-making process they are engaged in _______ learning.

Feedback: Page reference: Cognitive Learning

Learning objective: 5.3

a. cognitive

b. incidental

c. behavioral

d. observational

Type: multiple choice question

Title: Chapter 05 Question 17

17) Observational learning is also known as

Feedback: Page reference: Cognitive Learning

Learning objective: 5.3

a. positive reinforcement.

b. social learning theory.

c. higher-order conditioning.

d. stimulus discrimination.

Type: multiple choice question

Title: Chapter 05 Question 18

18) According to observational leaning, behavior is learned

Feedback: Page reference: Cognitive Learning

Learning objective: 5.3

a. when an individual behaves in a certain way to avoid something unpleasant.

b. through previous experiences with a stimulus and memories of when the stimulus was encountered.

c. when a connection is established between the neutral stimulus and the unconditioned stimulus.

d. when we watch what other people do and the outcomes they receive.

Type: multiple choice question

Title: Chapter 05 Question 19

19) You are visiting a new city and do not know how to use a ticketing machine at a train station. You learn how to get your ticket by watching other people use the machine. This scenario is an example of _______ learning.

Feedback: Page reference: Cognitive Learning

Learning objective: 5.3

a. behavioral

b. incidental

c. observational

d. semantic

Type: multiple choice question

Title: Chapter 05 Question 20

20) The nonpurposeful acquisition of knowledge is called

Feedback: Page reference: Cognitive Learning

Learning objective: 5.3

a. incidental learning.

b. passing off.

c. observational learning.

d. classical conditioning.

Type: multiple choice question

Title: Chapter 05 Question 21

21) Which of the following is one of the most widely-used models in consumer behavior?

Feedback: Page reference: Cognitive Learning

Learning objective: 5.3

a. Variable ration schedules

b. Information processing

c. Classical conditioning

d. Negative reinforcement

Type: multiple choice question

Title: Chapter 05 Question 22

22) Information processing provides details about the processes involved in information

Feedback: Page reference: Cognitive Learning

Learning objective: 5.3

a. passing off, conditioning, and chunking.

b. exposure, adaptation, and selection.

c. interpretation, storage, and retrieval.

d. stimulus, closure, and attention.

Type: multiple choice question

Title: Chapter 05 Question 23

23) What is the first stage in the information processing model?

Feedback: Page reference: Cognitive Learning

Learning objective: 5.4

a. Passing off

b. Knowledge

c. Exposure

d. Conditioning

Type: multiple choice question

Title: Chapter 05 Question 24

24) What is a choice criterion?

Feedback: Page reference: Cognitive Learning

Learning objective: 5.4

a. The systematic interpretation of new information

b. A reinforcement that is no longer motivating

c. The nonpurposeful acquisition of knowledge

d. A rule or a standard by which a decision will be made

Type: multiple choice question

Title: Chapter 05 Question 25

25) Exposure occurs

Feedback: Page reference: Cognitive Learning

Learning objective: 5.4

a. when the sensory system detects information from the environment.

b. when a stimulus that is similar to a conditioned stimulus elicits a similar conditioned response.

c. by the encoding of neural tissue in the brain that is often located within a neural network.

d. when individuals overcome fear by ignoring pieces of information.

Type: multiple choice question

Title: Chapter 05 Question 26

26) Information must proceed through the stages in the information processing model to make it into a(n)

Feedback: Page reference: Cognitive Learning

Learning objective: 5.4

a. choice criterion.

b. long-term memory.

c. operant condition.

d. neutral operant.

Type: multiple choice question

Title: Chapter 05 Question 27

27) What must occur for successful storage of a new piece of information?

Feedback: Page reference: Cognitive Learning

Learning objective: 5.4

a. Acceptance

b. Composition

c. Retention

d. Exposure

Type: multiple choice question

Title: Chapter 05 Question 28

28) Acceptance or rejection happens when

Feedback: Page reference: Cognitive Learning

Learning objective: 5.4

a. consumers interpret and understand the meaning of the information.

b. the sensory system detects information from the environment that is threatening or unpleasant.

c. a stimulus goes unnoticed and is not important or valuable to an individual.

d. the consumer elaborates on the information and considers any existing choice criteria.

Type: multiple choice question

Title: Chapter 05 Question 29

29) What occurs when consumers interpret and understand the meaning of information?

Feedback: Page reference: Cognitive Learning

Learning objective: 5.4

a. Comprehension

b. Acceptance

c. Retention

d. Focus

Type: multiple choice question

Title: Chapter 05 Question 30

30) _______ refers to how information enters the memory.

Feedback: Page reference: Memory

Learning objective: 5.5

a. Exposure

b. Retrieval

c. Focus

d. Encoding

Type: multiple choice question

Title: Chapter 05 Question 31

31) _______ is a system whereby information is received, sorted, organized, stored, and retrieved at a later time.

Feedback: Page reference: Memory

Learning objective: 5.5

a. Memory

b. Choice criterion

c. Storage

d. Acceptance

Type: multiple choice question

Title: Chapter 05 Question 32

32) _______ refers to how encoded information is retained in memory.

Feedback: Page reference: Memory

Learning objective: 5.5

a. Exposure

b. Interpretation

c. Storage

d. Attention

Type: multiple choice question

Title: Chapter 05 Question 33

33) Why do individuals engage in strategic memory protection?

Feedback: Page reference: Memory

Learning objective: 5.5

a. To make sure that their friends and loved ones share the same memories

b. To avoid information that is not easy to comprehend and encode

c. To make sure their important memories remain as accurate as possible

d. To interpret and understand the meaning of new and confusing information

Type: multiple choice question

Title: Chapter 05 Question 34

34) Sensory moments are fleeting because

Feedback: Page reference: Memory

Learning objective: 5.5

a. no attention or interpretation occurs.

b. they are not personally relevant.

c. they can be negative or confusing.

d. no information is present.

Type: multiple choice question

Title: Chapter 05 Question 35

35) Which strategy helps an individual group together similar or meaningful pieces of information?

Feedback: Page reference: Memory

Learning objective: 5.5

a. Reinforcement

b. Chunking

c. Acceptance

d. Retention

Type: multiple choice question

Title: Chapter 05 Question 36

36) Short-term memory is

Feedback: Page reference: Memory

Learning objective: 5.5

a. where sensory information is briefly processed.

b. how cognitive learning is established.

c. a systematic way of gathering new information.

d. where behavioral intelligence is established.

Type: multiple choice question

Title: Chapter 05 Question 37

37) Potentially, how long can long-term memory store information?

Feedback: Page reference: Memory

Learning objective: 5.5

a. 15 months

b. 50 years

c. 20 years

d. Forever

Type: multiple choice question

Title: Chapter 05 Question 38

38) What is an engram?

Feedback: Page reference: Memory

Learning objective: 5.5

a. Information that enters the memory

b. A fresh piece of information

c. Forgotten sensory information

d. The trace of a memory in the brain

Type: multiple choice question

Title: Chapter 05 Question 39

39) Which type of memory consists of knowledge that allows us to perform certain behaviors?

Feedback: Page reference: Memory

Learning objective: 5.5

a. Episodic

b. Procedural

c. Declarative

d. Semantic

Type: multiple choice question

Title: Chapter 05 Question 40

40) Which type of memory consists of a collection of facts and events?

Feedback: Page reference: Memory

Learning objective: 5.5

a. Procedural

b. Explicit

c. Declarative

d. Sensory

Type: multiple choice question

Title: Chapter 05 Question 41

41) What is retrieval?

Feedback: Page reference: Retrieval of Memory

Learning objective: 5.5

a. The process whereby we gain access to stored memories

b. The retention of a specific memory in the brain

c. The systematic mode of gathering new information

d. The knowledge that allows us to perform certain behaviors

Type: multiple choice question

Title: Chapter 05 Question 42

42) _______ requires the memory to retrieve information by experiencing it again.

Feedback: Page reference: Retrieval of Memory

Learning objective: 5.5

a. Relearning

b. Recollection

c. Retention

d. Recognition

Type: multiple choice question

Title: Chapter 05 Question 43

43) What is explicit memory?

Feedback: Page reference: Retrieval of Memory

Learning objective: 5.5

a. A standard by which a decision is made

b. The spontaneous recollection of a childhood memory

c. The conscious recollection of information

d. Remembering without conscious awareness

Type: multiple choice question

Title: Chapter 05 Question 44

44) Implicit memory

Feedback: Page reference: Retrieval of Memory

Learning objective: 5.5

a. disrupts cognitive recollection and retention.

b. is remembering without conscious awareness.

c. is a rule or a standard by which a decision will be made.

d. requires a purposeful effort to access the information.

Type: multiple choice question

Title: Chapter 05 Question 45

45) Marketers that want consumers to intentionally forget information that is no longer useful may want to use

Feedback: Page reference: Retrieval of Memory

Learning objective: 5.4

a. passing off.

b. proactive interference.

c. engrams.

d. retroactive interference.

Type: essay/short answer question

Title: Chapter 05 Question 46

46) What is the difference between classical and operant conditioning?

Feedback:

• Classical conditioning is a theory of behavioral learning that occurs when an individual learns a connection between two stimuli that are paired with one another
• Operant conditioning is a theory of behavioral learning that occurs when an individual’s behavior is changed through reinforcement that follows a desired response

Page reference: Behavioral Learning

Learning objective: 5.2

Type: essay/short answer question

Title: Chapter 05 Question 47

47) How can insight derived from classical conditioning be used to make the best use of celebrity endorsers in advertising? What are the pros and cons associated to using classical conditioning to help consumers connect a celebrity to a brand?

Feedback:

• The match-up hypothesis uses principles of classical conditioning and finds that consumers can be conditioned to like a product when there is a strong “match” between the celebrity and the product
• Using classical conditioning helps consumers connect a celebrity to a brand.
• There is possibility of a strong connection interfering with the ability to establish other connections
• If either the celebrity moves on to another brand, or is involved in a scandal, it could injure the brands reputation and vice versa

Page reference: Behavioral Learning

Learning objective: 5.2

Type: essay/short answer question

Title: Chapter 05 Question 48

48) When consumers are facing a new consumption experience, how do they determine which behaviors are appropriate? How can a marketer influence this process? Provide an example.

Feedback:

• When individuals encounter something novel, they call on these previous experiences to guide their behavior and adopt appropriate new behaviors
• Marketers can link past encounters to a new product to guide the consumers though the process

Page reference: Behavioral Learning

Learning objective: 5.2

Type: essay/short answer question

Title: Chapter 05 Question 49

49) Lenient return policies encourage purchases, but the cost for the retailers can be high when customers return products. How can operant conditioning be used to discourage consumers from returning their purchases?

Feedback:

• Giving customers a reward for keeping a purchase makes them much less likely to return a product

Page reference: Behavioral Learning

Learning objective: 5.2

Type: essay/short answer question

Title: Chapter 05 Question 50

50) Why is it important that marketers recognize the difference between intentional learning and incidental learning?

Feedback:

• Consumers may seek out the information needed to decide
• In order to promote intentional learning, they can provide plenty of information when and where the consumer needs it

Page reference: Cognitive Learning

Learning objective: 5.3

Type: essay/short answer question

Title: Chapter 05 Question 51

51) Why is understanding the function and structure of memory important for marketing professionals?

Feedback:

• A lot of effort and money is invested so that consumers will remember important information about their brand
• Memory is critically important to our understanding of consumer decision-making
• Consumers need to remember information about products in order to be able to decide whether or not to purchase those products

Page reference: Memory

Learning objective: 5.4

Type: essay/short answer question

Title: Chapter 05 Question 52

52) What is the difference between sensory memory, short-term memory, and long-term memory?

Feedback:

• Sensory memory information is retained for only a brief fleeting moment before it is moved to short-term memory
• Short-term memory is where current sensory information is briefly processed
• Long-term memory can potentially store information forever
• Long-term memory takes some short-term memories and stores them away for later retrieval

Page reference: Memory

Learning objective: 5.5

Type: essay/short answer question

Title: Chapter 05 Question 53

53) How can marketing researchers use information about the structure and content of the memory to create consumer insights?

Feedback:

• They can create a visual depiction of the associative network
• Marketers find them quite useful and can derive important insights from them regarding brand perceptions and associated concepts

Page reference: Memory

Learning objective: 5.4

Type: essay/short answer question

Title: Chapter 05 Question 54

54) What are episodic memories and why do advertisers sometimes use them in advertisements?

Feedback:

• Episodic memories contain details, emotions, and other information about our own past
• Episodic memory is the context in which everything takes place, such as other people who were present, the weather, the time, and the location

Page reference: Memory

Learning objective: 5.4

Type: essay/short answer question

Title: Chapter 05 Question 55

55) What are semantic memories? Provide an example of one.

Feedback:

• Semantic memory consists of specific details, facts, and knowledge about the world
• Semantic memory can contain abstract or culturally-specific knowledge

Page reference: Memory

Learning objective: 5.5

Type: essay/short answer question

Title: Chapter 05 Question 56

56) Identify and describe the three ways in which memories are accessed. Provide an example for each.

Feedback:

• Recollection is the simple act of retrieval of a piece of information from memory
• Recognition requires the memory to retrieve information by experiencing it again
• Relearning occurs when information that was previously stored in memory has been forgotten after a certain amount of time and the individual needs to relearn the material

Page reference: Retrieval of Memory

Learning objective: 5.5

Type: essay/short answer question

Title: Chapter 05 Question 57

57) Define behavioral learning and cognitive learning. Identify the benefits and drawbacks of each.

Feedback:

• Behavioral learning rejects the notion that internal factors like thoughts and emotions are relevant to the learning process
• Behavioral learning can occur because of learned responses to and learned connections with a stimulus in the environment
• Cognitive learning approach introduced three models of learning: observational, incidental, and information processing
• Marketers have utilized insights to better meet the needs of consumers
• When used incorrectly, or not considered, they can be problematic

Page reference: Learning

Learning objective: 5.1

Type: essay/short answer question

Title: Chapter 05 Question 58

58)

Describe the five-step information processing model and explain what occurs at each step. How is this model different from the perceptual processing model?

Feedback:

• Exposure occurs when the sensory system detects information from the environment
• Attention occurs when the cognitive system focuses on the stimulus, even if only for a brief moment
• Comprehension occurs when consumers interpret and understand the meaning of the information
• Acceptance/rejection happens when the consumer elaborates on the information and considers any existing choice criteria
• Retention occurs with the successful storage of the new piece of information; success can be measured by the ability to retrieve the information for future use
• In the information processing model, the process does not end with an immediate response to the stimulus. The process ends with efficient encoding of the piece of information into memory

Page reference: Cognitive Learning

Learning objective: 5.4

Type: essay/short answer question

Title: Chapter 05 Question 59

59) What are pictorial and verbal cues? Why is it important that marketers identify them? How do marketers use them? Give examples.

Feedback:

• The visual and textual elements of an advertisement are complementary
• Pictures are easier than words to retrieve from memory
• Some words can evoke vivid images in the consumer’s mind
• High-imagery words have the advantage of being encoded both verbally and visually into memory
• Marketers have used this to create advertisements that utilize a combination of verbal and visual cues to encourage both verbal and visual encoding

Page reference: Retrieval of Memory

Learning objective: 5.5