Exam 1: Comprehension

Question 1

What is comprehension?

Answer 1

The process of understanding and giving meaning to what we perceive

Question 2

What separates those who “get it”?

Answer 2

They can: form meaningful associations between ideas, categorize and organize this info into rich schemas, fill in the gaps in their knowledge by making inferences, and determine how to apply these insights to novel problems

Question 3

Associations can include… (ABDUU)

Answer 3

Attributes, benefits, drawbacks, users, usage situations

Question 4

Associations differ in…

Answer 4

Favorability, uniqueness, salience, and abstractness

Question 5

What are the two approaches that reflect behavioral learning theories?

Answer 5

Classical Conditions and Instrumental Conditioning

Question 6

What is classical conditioning?

Answer 6

A stimulus that elicits a response is paired with another stimulus that initially does not and creates a similar response (ex. Pavlov’s dogs)

Question 7

What are the 5 aspects of classical conditioning? (RGDES)

Answer 7

1. Repetition: Conditioning is more likely to occur the more often the stimuli are paired
2. Generalization: Learning on stimulus A changes behavior regarding stimulus B
3. Discrimination: Learning on stimulus A doesn’t change behavior regarding stimulus B
4. Extinction: Loss of learned behavior after training stops
5. Spontaneous Recovery: Exhibiting learned behavior after extinction has occurred

Question 8

What is instrumental conditioning?

Answer 8

The act of learning to perform behaviors that produce positive outcomes and avoiding behaviors that produce negative outcomes

Question 9

What are the 4 types of reinforcement schedules?

Answer 9

Fixed-interval, variable-ratio, variable-interval, fixed-ratio

Question 10

What are the 4 applications of instrumental conditioning?

Answer 10

Positive reinforcement/punishment, negative reinforcement/punishment

Question 11

What is an example of positive reinforcement?

Answer 11

Old Spice: Get something good
if you do something good = Win all the sports
if you use Old Spice

Question 12

What is an example of negative reinforcement?

Answer 12

Allstate (Mayhem): Lose something bad
if you do something good = Avoid mayhem
if you get Allstate

Question 13

What is an example of positive punishment?

Answer 13

Brain on Drugs: Get something bad
if you do something bad = Get fried brains
if you use drugs

Question 14

What is an example of negative punishment?

Answer 14

Eclipse Gum: Lose something good

if you do something bad = Gross out your friends if you don’t use Eclipse

Question 15

What is a fixed interval schedule?

Answer 15

Get rewarded after a specified amount of time

Question 16

What is a fixed ratio schedule?

Answer 16

Get rewarded after a specified number of purchases

Question 17

What is a variable interval schedule?

Answer 17

Get rewarded after an unspecified amount of time

Question 18

What is a variable ratio schedule?

Answer 18

Get rewarded after unspecified amount of purchases

Question 19

What is a schema?

Answer 19

A set of associations that are organized into a cognitive framework

Question 20

What does categorization (into a schema) allow for?

Answer 20

Classifying something as a category member allows people to bring their knowledge of the category to bear on the new instance; can use relevant knowledge for understanding and prediction

Question 21

How do marketers use brand image to shape consumers’ associations?

Answer 21

Subset of associations that reflect what a brand stands for and how favorably it is viewed; Does not include all associations; just those that are most salient and differentiating

Question 22

How do marketers use brand image to shape consumers’ associations?

Answer 22

Set of associations that reflect what the brand would be like if it were a person

Question 23

What are some of the ways that marketers encourage false inferences?

Answer 23

1. Comparison Omission (better than what?)
2. Piecemeal Information (short comparisons)
3. Affirming the consequent (if p, then q; if q is true, so is p)
4. False Inference Dodge (AT&T v. Verizon network coverage)

Question 24

What are the five steps to problem solving?

Answer 24

1. Define the problem
2. Brainstorm solutions
3. Pick a solution
4. Implement the solution
5. Review the results

Question 25

What is confirmation bias?

Answer 25

We look for the presence of cases that confirm the hypothesis, so we interpret ambiguous information so that it fits the hypothesis

Question 26

What is functional fixity?

Answer 26

If we learn to do something a certain way, we tend to stick with it, making us blind to simpler solutions

Question 27

To help consumers understand the product, marketers must help them to…

Answer 27

Form meaningful associations, categorize info into schemas, make appropriate inferences, and consider creative solutions to the problem