Chapter 3 Learning and Memory
1) refers to a relatively permanent change in behaviour that is caused by experience.
A) Learning
B) Memory C)
Perception D)
Motivation
ANSWER: A
Type: MC Page Ref: 65
Skill: Concept
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
2) Casual, even unintentional, acquisition of knowledge is called:
A) incidental learning.
B) piggybacking.
C) stimulus-response connections.
D) accidental knowledge.
ANSWER: A
Type: MC Page Ref: 65
Skill: Concept
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
3) Juan, while out cycling in Vancouver one day, found himself humming a jingle for farm
tractors that he had heard on the radio. He found this surprising, as he had absolutely no interest
in farming or tractors. This acquisition of knowledge is known as:
A) vicarious observation.
B) psychological stimulation.
C) subliminal perception.
D) incidental learning.
ANSWER: D
Type: MC Page Ref: 65
,Skill: Application
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
4) The proliferation of Internet usage has changed how consumers learn and retain information.
Research shows that:
A) visual learning has increased.
B) people remember more facts but less overall information.
C) people remember few facts and less information.
D) people have become more efficient and effective learners.
ANSWER: C
Type: MC Page Ref: 65
Skill: Concept
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
,5) What do we call the learning that occurs when a stimulus eliciting a response is paired with
another stimulus that initially does not elicit a response on its own but, over time, also causes a
similar response because of its association with the first stimulus?
A) operant conditioning
B) learned pairing phenomenon
C) instrumental conditioning
D) classical conditioning
ANSWER: D
Type: MC Page Ref: 66
Skill: Concept
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
6) Another word for learning would be:
A) masked behaviour.
B) modelling.
C) activation.
D) conditioning.
ANSWER: D
Type: MC Page Ref: 67
Skill: Concept
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
7) For the second time that day, Karla heard a radio ad announcing 40% off all spring jackets at a
downtown Halifax ladies' clothing store. She decided to go and check out the sale as a result of
the ads. We would conclude that has occurred.
A) vicarious learning
B) coordinated repetition
C) brand loyalty
D) learning
ANSWER:
D
Type: MC Page Ref: 67
, Skill: Application
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
8) In Pavlov's famous physiological experiments 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
the bell only. What was the conditioned stimulus?
A) skeletal nervous system
B) salivation
C) meat powder
D) bell
ANSWER:
D
Type: MC Page Ref: 67
Skill: Concept
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
1) refers to a relatively permanent change in behaviour that is caused by experience.
A) Learning
B) Memory C)
Perception D)
Motivation
ANSWER: A
Type: MC Page Ref: 65
Skill: Concept
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
2) Casual, even unintentional, acquisition of knowledge is called:
A) incidental learning.
B) piggybacking.
C) stimulus-response connections.
D) accidental knowledge.
ANSWER: A
Type: MC Page Ref: 65
Skill: Concept
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
3) Juan, while out cycling in Vancouver one day, found himself humming a jingle for farm
tractors that he had heard on the radio. He found this surprising, as he had absolutely no interest
in farming or tractors. This acquisition of knowledge is known as:
A) vicarious observation.
B) psychological stimulation.
C) subliminal perception.
D) incidental learning.
ANSWER: D
Type: MC Page Ref: 65
,Skill: Application
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
4) The proliferation of Internet usage has changed how consumers learn and retain information.
Research shows that:
A) visual learning has increased.
B) people remember more facts but less overall information.
C) people remember few facts and less information.
D) people have become more efficient and effective learners.
ANSWER: C
Type: MC Page Ref: 65
Skill: Concept
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
,5) What do we call the learning that occurs when a stimulus eliciting a response is paired with
another stimulus that initially does not elicit a response on its own but, over time, also causes a
similar response because of its association with the first stimulus?
A) operant conditioning
B) learned pairing phenomenon
C) instrumental conditioning
D) classical conditioning
ANSWER: D
Type: MC Page Ref: 66
Skill: Concept
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
6) Another word for learning would be:
A) masked behaviour.
B) modelling.
C) activation.
D) conditioning.
ANSWER: D
Type: MC Page Ref: 67
Skill: Concept
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
7) For the second time that day, Karla heard a radio ad announcing 40% off all spring jackets at a
downtown Halifax ladies' clothing store. She decided to go and check out the sale as a result of
the ads. We would conclude that has occurred.
A) vicarious learning
B) coordinated repetition
C) brand loyalty
D) learning
ANSWER:
D
Type: MC Page Ref: 67
, Skill: Application
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
8) In Pavlov's famous physiological experiments 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
the bell only. What was the conditioned stimulus?
A) skeletal nervous system
B) salivation
C) meat powder
D) bell
ANSWER:
D
Type: MC Page Ref: 67
Skill: Concept
Objective: L3-01 Different behavioural learning theories help consumers learn about products.
