MARK 260 Tutorial Questions (Chapter 3) - True/False Questions PDF

True-False Questions  Behavioral psychologists who view the mind as “ a black box” emphasize the internal thought processes which take place there.  F (external stimuli that go into /impact the mind as “a black box”)  Advertising wear-out usually happens after the first presentation of...

True-False Questions  Behavioral psychologists who view the mind as “ a black box” emphasize the internal thought processes which take place there.  F (external stimuli that go into /impact the mind as “a black box”)  Advertising wear-out usually happens after the first presentation of an ad.  F (“wear-out” = exposing the same ad too several times.)  Learning is a relatively permanent change in behavior that is caused by experience.  T  “Attractiveness” in cognitive (observational) learning theory refers specially to the aesthetics of product brand name and logo in advertising.  F (Attractiveness = physical appearance, expertise, professional, of a model in an ad, according to cognitive learning theory)  Contemporary researchers assumes that the mind processes, stores, and recalls some data in ways similar to a computer.  T  If “Viva” were to add facial tissue to its paper towel line under the same logo and brand name, it would be called a product line extension.  T  “Extinction” occurs when a reward or a positive outcome is no longer received, the behavior is likely to occur and the learned stimulus–response connection will not be maintained. This implies that extinction results from learning and not from memory loss.  T  True-False Questions  Trading stamps and the airlines’ frequent flyer programs are examples of frequency marketing campaign applied to marketing strategy.  T  Classical conditioning occurs when people identify with a celebrity or famous person perceived to be a higher class.  F (Cognitive learning theory = to watch/observe a celebrity and imitate)  “Licensing” is one form of stimulus generalization under classical conditioning theory applied to marketing strategy.  T  “Negative reinforcement” occurs when a response is followed by unpleasant events, thereby decreasing the likelihood that a behavior will be repeated. In contrast, “punishment” occurs when a behavior is strengthened so that a person will avoid a negative outcome.  F (Negative reinforcement = to strengthen responses so that appropriate behavior is learnt. Punishment = a response is followed by unpleasant events).  Consumers who got food poisoning from eating at Captain Mike’s Ship-Ahoy Seafood Grotto will be more likely to avoid that restaurant in the future.  T  When Mary is asked to participate in market research surveys, she has a tendency to try and please the researcher. Mary’s behavior is a form of response bias.  T  True-False Questions  Because cognitive learning has to do with thought, it is not necessary to demonstrate a change in behavior to measure cognitive learning.  F (it is necessary to demonstrate a change in behavior and learning)  Matthew served a new wine cooler to guests who complimented his choice of wine. Matthew will be likely to buy that brand again because he now knows that guests will praise his choice. His learning is an example of instrumental (operant) conditioning.  T  The tendency of a store's private brand to get high sales due to its similarity to the national brand it is imitating is known as “stimulus assimilation.”  F (it is known as “stimulus generalization”)  People who play slot machines play and play and play; this behavior is difficult to extinguish. They never know when they are going to "hit." This reinforcement schedule is called "variable-interval reinforcement.“  F (This reinforcement schedule is called “variable-ratio reinforcement”)  Children who are exposed to new methods of aggression in television shows (e.g., by cartoon heroes) may try to use these behaviors themselves at a later time. This form of learning is termed "modelling,“ according to cognitive learning.  T  Memory is the process of acquiring information and storing it over time so that it will be available when needed.  T  True-False Questions  A memory consists of three distinct systems: semantic memory, short-term memory, and long-term memory.  F (Three distinct systems of sensory memory, short-term memory, and long-term memory)  “Elaborative rehearsal” permits information to be transferred from an individual’s short-term memory to their long-term memory.  T  The idea that rich people drink champagne is an example of “semantic meaning.” Champagne = a semantic (or symbolic) association.  T  The type of memory that processes stimuli by such attributes as their color, taste, smell, or shape is relying on sensory meaning.  T  "Working memory" is another name for short-term memory.  T  “Chunking” refers to combining small pieces of information into larger ones to help in processing. For instance, grouping up the number into 3 sets of 565-211-600 for easily recall.  T  True-False Questions  A group of short-listed products recalled by consumers as sharing some attribute or quality are called “an inert set.” The evoke set is embedded in a consumer’s long-term memory.  F (are called “an evoke set”)  In memory, energy spreads across nodes of varying levels of abstraction like a spider web. This process is called spreading activation.  T  Amy can recall her social insurance number quite easily because she groups the numbers into three sets. This illustrates how “chunking” can facilitate the memory process.  T  With respect to “pictorial cue” versus “verbal cue,” one picture is worth a thousand words. Information presented “in picture form” is more likely to be recognized.  T  The two basic measures of advertising impact used in the industry are: recall test and recognition test.  T  True-False Questions  Sharon was asked to conduct a “recall test” of a sample of potential customers. She did this correctly by showing ads one at a time and asking each respondent if she had seen it before.  F (a “recognition test”)  Donalda was stopped in the mall by a market researcher, who asked her what ads she had seen on TV the evening before. This is an example of “recall tests.”  T  When we respond to internal events, “behavioural learning” has occurred.  F (“Behavioral learning” is responsive to external events).  “Extinction” occurs when a CS is no longer matched with a UCS. This implies that extinction results from learning and not from memory loss.  T  “Learning” is a relatively permanent change in behaviour that is caused by experience.  T  The tendency of a store's private brand to get high sales due to its similarity to the national brand it is imitating is known as “stimulus assimilation.”  F (“Stimulus Generalization” = similarity. For instance, products look alike)  True-False Questions  Contemporary research assumes that the mind processes, stores, and recalls some data/information in ways similar to a computer.  T  Individual cognitive or physiological factors are responsible for some of the differences in retrieval ability among people.  T (Different ages, genders, for examples, affect the ability of data/information retrieval of a memory)  Gurpeet was asked to conduct “a recall test” of a sample of potential customers. They did this correctly by showing ads one at a time and asking each respondent if they had seen it before.  F (“a recognition test”)  When Max is asked to participate in market research surveys, they have a tendency to try and please the researcher. Max's behaviour is a form of “response bias.”  T