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Multiple Choice Quiz
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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
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
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.
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.
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.
6
Memory is the total accumulation of prior learning experiences.
A)True
B)False
7
Transient memory, also known as working memory, is the portion of the total memory that is currently in use.
A)True
B)False
8
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
9
Imagery processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations.
A)True
B)False
10
A script is a memory structure involving a complex web of association.
A)True
B)False





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