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Multiple Choice Quiz
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1

The primary determinant of how we learn in a situation is:
A)The individual characteristics of the consumer
B)The learning approach
C)The specific learning theory
D)The level of involvement
E)None of the Above
2

The learning approach taken in a situation can be based on either:
A)Conditioned or unconditioned
B)Stimulus or response
C)Cognitive or conditioning
D)Operant or classical
E)None of the Above
3

The most effective learning theory based on conditioning in a low-involvement situation is:
A)Response elicitation
B)Operant Conditioning
C)Shaping
D)Classical conditioning
E)None of the Above
4

The difference between classical and operant conditioning is that operant conditioning involves:
A)A conditioned response
B)A reinforcement
C)An unconditioned response
D)A penalty
E)None of the Above
5

Operant conditioning is illustrated best in marketing strategy by the process of:
A)Conditioned Response
B)Sweepstakes
C)Seminal Influence
D)Shaping
E)None of the Above
6

Cognitive learning is exemplified best in high-involvement situations by
A)Reasoning/Analogy
B)Iconic Rote
C)Operant Theory
D)Vicarious/Modeling
E)None of the Above
7

A reasoning/analogy approach to learning is based on:
A)A response elicited by one object will be elicited by the second object is both objects occur together
B)Watching the outcomes of others' behaviors
C)Two or more concepts being related without conditioning
D)Individuals using thinking to restructure and recombine existing information
E)None of the Above
8

Vicarious modeling can be used in:
A)Both conditioning and cognitive situations
B)Both high and low-involvement situations
C)Only in high-involvement situations
D)Only in conditioning situations
E)None of the Above
9

A cognitive approach to learning in a low-involvement situation that focuses on the association between two or more concepts is:
A)Reasoning/Analogy
B)Classical conditioning
C)Vicarious/Modeling
D)Iconic rote
E)None of the Above
10

The process by which frequent repetitions of stimuli is used is called:
A)Pulsing
B)Rhythmatic elaboration
C)Incremental exposure
D)Cumulative effects
E)None of the Above
11

The deterioration of memory, feelings, and behavior is called:
A)Disappearance
B)Extinction
C)Information loss
D)Episodic memory
E)None of the Above
12

When a response to one stimulus is elicited by a similar but distinct stimulus, __________ occurs.
A)Stimulus discrimination
B)Classical conditioning
C)Stimulus generalization
D)Stimulus determination
E)None of the Above
13

The process of learning to respond differently to similar but distinct stimuli is:
A)Stimulus generalization
B)Stimulus determination
C)Iconic rote
D)Stimulus discrimination
E)None of the Above
14

The two types of information processing that occur in short-term memory are:
A)Importance and relevance
B)Imagery and reinforcement
C)Maintenance rehearsal and elaborative activities
D)Practicing effects and balancing the decay curve
E)None of the Above
15

The concept of knowledge structure is based on:
A)The ability to elaborate on stimuli in order to reconstruct knowledge
B)The fundamental manner in which an individual organizes thought
C)A pattern of association between concepts and episodes that occurs around a particular concept
D)Concrete sensory representations of objects in an objective and organized fashion
E)None of the Above





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