Chapter 3

Question 1

Learning

Answer 1

Learning is relatively permanent change in long-term memory and/or behaviour, caused by experience

Question 2

The four types of learning

Answer 2

• Direct learning, vicarious learning
• intentional learning, incidental learning

Question 3

Direct Learning

Answer 3

Learning from ones own experience

Question 4

Vicarious learning

Answer 4

Learning pipes, observing events that affect others

Question 5

Intentional learning

Answer 5

An active and conscious attempt to learn something

Question 6

Incidental learning

Answer 6

Learning that occurs casually and unintentionally

Question 7

Unconditioned stimulus

Answer 7

Stimulus that automatically elicits involuntary response

Question 8

Conditioned stimulus

Answer 8

Does not automatically an elicit response by itself

Question 9

Classical conditioning

Answer 9

I repeatedly pairing unconditioned stimulus with the conditions stimulus, the unconditioned response can be elicited by the condition stimulus, this is the conditioned response.

Question 10

Repetition

Answer 10

Repeated exposure increases the strength of a stimulus-response association, however, too much exposure causes advertising wear-out.

Question 11

What is the optimal number of exposures?

Answer 11

10 to 15

Question 12

Positive reinforcement

Answer 12

Come from a feeling of satisfaction and increases the probability that consumers will buy the same brand again

Question 13

Negative reinforcement

Answer 13

Comes from bad experiences with the brand and consumers learn not to buy that brand again

Question 14

Observational/vicarious learning

Answer 14

Modelling: imitating others behaviour - brutal behaviors, following a violent demonstration of an adult punching a “bobo doll”.

Question 15

Memory

Answer 15

Acquiring information and storing it overtime for later retrieval

Question 16

Three types of memory

Answer 16

1. Sensory memory.
2. Short-term memory.
3. Long-term memory.

Question 17

Sensory memory

Answer 17

The ability to temporarily store sensory experiences, with the duration of less than one second provision and a few seconds for hearing.

If information is not analyzed right away, it disappears from sensory store, if the information is important, it will be processed further and enter short term memory.

Question 18

Short-Term Memory (STM)

Answer 18

Working memory, including an interpreting incoming information in light of existing knowledge. This is where most information processing takes place..

Short term memory is limited, and short-lived (under 20 seconds).

Question 19

Long-Term Memory (LTM)

Answer 19

The part of the memory where information is permanently stored for later use, with a duration that is long or permanent.

Memory is enhanced with chunking, rehearsal and elaboration.

Question 20

Chunking

Answer 20

A group of items that is processed as a unit.

Question 21

Rehearsal

Answer 21

An active and conscious repeated interaction with the material we are trying to remember

Question 22

Elaboration

Answer 22

Information processing a deeper levels, relating information to prior knowledge and past experiences.

Question 23

Measures of memory

Answer 23

Recognition: the ability to identify something we have seen before.
Recall: more extensive activation of links in memory, including free recall and cued recall.

Question 24

Free recall

Answer 24

Retrieving something without help

Question 25

Cue recall

Answer 25

Cue needed to recall