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1 | |
Learning is: |
| | A) | the ability to relate to stimulus objects. |
| | B) | any change in the content or organization of long-term memory and/or behavior. |
| | C) | the ability to recall a stimulus object. |
| | D) | the link between stimuli and information processing. |
| | E) | none of the above. |
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2 | |
High-involvement learning: |
| | A) | occurs when the individual is paying little attention to the material. |
| | B) | is not relevant to consumer behavior. |
| | C) | occurs primarily in response to television commercials. |
| | D) | is not very effective. |
| | E) | none of the above. |
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3 | |
Playing popular music in the background of an ad with the expectation that the advertised product will then elicit the same positive feelings is based on: |
| | A) | modeling. |
| | B) | iconic rote learning. |
| | C) | classical conditioning. |
| | D) | operant conditioning. |
| | E) | none of the above. |
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4 | |
The process of using reinforcement to alter the probability that a given behavior will be repeated is known as: |
| | A) | cognitive learning. |
| | B) | iconic rote learning. |
| | C) | classical conditioning. |
| | D) | operant conditioning. |
| | E) | none of the above. |
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5 | |
Classical conditioning involves: |
| | A) | using reinforcement to alter the probability that a given behavior will be repeated. |
| | B) | basing one's behavior on the observed outcomes of similar behaviors by others. |
| | C) | using an established relationship between a stimulus and response to generate the same response to a different stimulus. |
| | D) | using reasoning to develop new knowledge. |
| | E) | none of the above. |
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6 | |
Shaping involves: |
| | A) | encouraging (rewarding) partial responses leading to the final desired response. |
| | B) | modifying behavior over time using classical conditioning. |
| | C) | structuring an overall advertisement to provide the desired interpretation. |
| | D) | modifying behavior over time using iconic rote learning. |
| | E) | none of the above. |
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7 | |
The cognitive approach to learning: |
| | A) | encompasses all the mental activities of humans as they work to solve problems or cope with situations. |
| | B) | involves simple information acquisition. |
| | C) | involves complex, creative problem solutions. |
| | D) | involves learning ideas, concepts, attitudes, and facts. |
| | E) | all of the above. |
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8 | |
The use of creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts is known as: |
| | A) | naturalistic conditioning. |
| | B) | determinant learning. |
| | C) | reasoning. |
| | D) | classical conditioning. |
| | E) | none of the above. |
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9 | |
The strength of learning is influenced by all of the following EXCEPT: |
| | A) | imagery. |
| | B) | repetition. |
| | C) | importance. |
| | D) | reinforcement. |
| | E) | all of the above. |
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10 | |
In general, words with a well established image or mental picture: |
| | A) | are easier to learn than other words. |
| | B) | are more difficult to learn than other words. |
| | C) | are neither easier nor more difficult to learn than other words. |
| | D) | are unrelated to the learning process. |
| | E) | none of the above. |
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11 | |
Memory is the total accumulation of prior learning experiences. |
| | A) | True |
| | B) | False |
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12 | |
Transient memory, also known as working memory, is the portion of the total memory that is currently in use. |
| | A) | True |
| | B) | False |
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13 | |
Chunking occurs when a person organizes individual items into groups of related items that can be processed as a single unit. |
| | A) | True |
| | B) | False |
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14 | |
Imagery processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations. |
| | A) | True |
| | B) | False |
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15 | |
A script is a memory structure involving a complex web of association. |
| | A) | True |
| | B) | False |
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