Chapter 3 Learning & Memory Flashcards
_______________ is a relatively permanent change in behavior caused by experience
Learning
The person most associated with operant conditioning is
BF Skinner
If consumers repeatedly see ads for a decadent ice cream, they will feel hungry for some in the future when they merely hear the name. Their hunger is an example of a/an
Conditional Response
In our memories, we tend to put objects with similar characteristics into the same category. How we group things determines how we evaluate them. This is called a/an
Schema
The belief that if you gamble long enough, you will eventually win, shows an understanding of which reinforcement schedule?
Variable Ratio
If you have a headache and take Tylenol and it takes your headache away, the relief reinforces you to take Tylenol in the future. This is an example of
Negative reinforcement
True of False? B.F. Skinner is closely associated with instrumental (Operant ) conditioning
True
To remember things we often split them up into short segments.
Chunking
In an ad we see some one being rewarded because they have used a product. We learn this through what type of learning?
Cognitive Learning
Rewarding of successive approximations of the desired behaviour; for example prize for coming into store; free food at Costco is called
Shaping
True or False Recall does not indicate whether consumers believe the ads and buy the product.
True
Hiding a product’s origin; for example, Rickard’s Red is brewed by Molson is an example of
Masked branding
For modeling of a behavior to be effective, these things are needed
Physiological situation, situational factor, state dependent retrieval
The process where information from short-term memory is entered into long term memory is called
Encoding
Recognition scores in advertising research are almost always higher than recall scores.
True
In Pavlov’s famous experiment with dogs, he paired a bell with presentation of food. Over a period of time, dogs were observed to start drooling (salivating) when they heard a bell only. What was the conditioned stimulus?
Bell
Th e Apple Think Different commercial and ads are great examples of
Classical Conditioning pairing
True or False? The difference between classical conditioning and operant conditioning is that in classical conditioning the subject does not take any action and the effect occurs. in operant conditioning the subject behaves in some way and the consequence that follows the action may reinforce or inhibit the behaviour.
True
The tendency for something unusual to standout and be remembered is called the
Restorff Effect
Working memory is another name for:
Short-term Memory
Cognitive learning theory assumes that learning takes place as the result of internal mental processes; people use information from the world around them to master environment and solve problems. It implies that we have choice in our actions.
True
