Theories of Learning

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What is the focus of behavioral learning theories?

Consumers as problem solvers

Stimulus-response connections (correct)

Brand equity development

Problem solving through repetition

What is the primary goal of instrumental conditioning?

To perform behaviors that produce positive outcomes (correct)

To learn from observing relationships

To associate a stimulus with a response

To develop brand equity

What is the term for a stimulus that naturally elicits a response?

Unconditioned response

Conditioned response

Conditioned stimulus

Unconditioned stimulus (correct)

What is the term for the phenomenon where a conditioned response is elicited by a stimulus that is similar to the conditioned stimulus?

Stimulus generalization Signup and view all the answers

What is the process by which a conditioned response is eliminated through the absence of an unconditioned stimulus?

Extinction Signup and view all the answers

How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web site’s avatar who resembles Albert Einstein?

The consumer associates the avatar with a positive learning experience Signup and view all the answers

What is the result of too much exposure to advertising?

Advertising wear out Signup and view all the answers

What is the term for the tendency of similar stimuli to evoke similar, unconditioned responses?

Stimulus generalization Signup and view all the answers

What is the purpose of using well-known songs in advertisements?

To evoke an emotional response from the consumer Signup and view all the answers

What is the marketing application of the concept of repetition?

Increased brand awareness Signup and view all the answers

What is one of the primary objectives in understanding consumer learning about products and services?

To understand how consumers learn about products and services Signup and view all the answers

What is the term for the process of learning through association with a conditioned stimulus?

Classical conditioning Signup and view all the answers

What is the result of decreasing exposure to an advertisement?

Extinction Signup and view all the answers

What is the outcome of conditioning in the context of consumer learning?

Learning Signup and view all the answers

How do learned associations with brands generalize to other products?

By creating a positive association with similar products Signup and view all the answers

What is one way in which consumers learn about products?

By observing others' behavior Signup and view all the answers

What is the role of the brain in processing information about brands?

To retain information in memory Signup and view all the answers

What influence do other products associated with an individual product have on consumer memory?

They influence how we remember the product Signup and view all the answers

At what age do children spontaneously employ storage-and-retrieval strategies?

12 years old Signup and view all the answers

What type of parents are described as providing complete freedom to their children in terms of consumer choices?

Indulgent Signup and view all the answers

What is the primary function of the storage stage in memory?

Storage of information Signup and view all the answers

What type of memories are related to events or experiences?

Episodic memories Signup and view all the answers

What is the term for the activation models of memory that influence how we remember brands?

Associative network Signup and view all the answers

What influences how we will remember a product or brand?

Other products we associate with it Signup and view all the answers

What do marketers measure to understand consumer attitudes towards products and ads?

Memory about products and ads Signup and view all the answers

What is the phenomenon where people tend to remember information more clearly when it is unusual or stands out?

Von Restorff effect Signup and view all the answers

What is the term for the process of recalling memories that are associated with specific events or experiences?

State-dependent retrieval Signup and view all the answers

What is the marketing strategy that involves resurrecting popular characters or products to evoke fond memories of the past?

The Marketing Power of Nostalgia Signup and view all the answers

What is the term for the phenomenon where people remember information more clearly when it is presented in a mixed or hybrid format?

Hybrid Ads effect Signup and view all the answers

What is the problem with memory measures that occurs when people's responses are influenced by their biases and prior experiences?

Response bias Signup and view all the answers