Tutorial 7

Stimulus generalization refers to ________.

A) the tendency for stimuli to be similar in nature

B) the fact that most conditioned stimuli are similar to unconditioned stimuli

C) the tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses

D) the tendency for extinction to occur when an unconditioned stimulus does not follow a stimulus
similar to a conditioned stimulus

Answer: C

Which of the following occurs when a customer learns that two products are different even though the
packages of both products look similar?

A) extinction

B) brand equity

C) stimulus generalization

D) stimulus discrimination

Answer: D

According to the theory of classical conditioning, ________ should be encouraged by promoting unique
attributes of a well-established brand.

A) stimulus generalization

B) the halo effect

C) stimulus discrimination

D) extinction

Answer: C

Family branding, licensing, and look-alike packaging are all marketing strategies based on ________.

A) stimulus generalization

B) the spacing effect

C) stimulus discrimination

D) extinction
Answer: A

Another name for instrumental conditioning is ________ conditioning.

A) operant

B) neo-classical

C) stimulus

D) reward

Answer: A

If a woman gets compliments after wearing Obsession perfume, she is more likely to keep buying the
product and wearing it. What type of instrumental conditioning has occurred in the situation?

A) neutral reinforcement

B) positive reinforcement

C) negative reinforcement

D) symbolic reinforcement

Answer: B

In instrumental conditioning, what is the distinction between negative reinforcement and punishment? A)
There is no difference. They are two words for the same concept.

B) Negative reinforcement can occur when a stimulus is positive, and punishment occurs when a
stimulus is painful.

C) Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an
action causes a negative outcome.

D) Negative reinforcement creates a preference for negative results, while punishment teaches people to
avoid negative results.

Answer: C

A woman no longer receives compliments on the perfume that she wears. In learning terms, the stimulus-
response connection has weakened. Which of the following processes best explains what has occurred in
the example?

A) negative reinforcement

B) extinction

C) discrimination
D) generalization

Answer: B

What type of learning theory emphasizes that people are problem solvers who actively use information
from the world around them to master their environment?

A) instrumental conditioning

B) classical conditioning

C) cognitive learning

D) operant conditioning

Answer: C

________ learning occurs when an individual watches the actions of others and notes the reinforcements
they receive for their behaviors.

A) Observational

B) Reinforced

C) Halo effect

D) Masked

Answer: A

________ involves a process of acquiring information and storing it over time so that it will be available
when needed.

A) Memory

B) Recognition

C) Comprehension

D) Attention

Answer: A

According to the information processing-approach to studying the memory process, in the ________
stage, information enters in a way the system will recognize it.

A) storage

B) retrieval
C) encoding

D) decoding

Answer: C

________ memory permits temporary storage of information we receive from our senses.

A) Elaborative

B) Sensory

C) Cognitive

D) Working

Answer: B

) John wants to teach his dog to do tricks such as "sit up," "roll over," and "fetch a stick." By
systematically rewarding his dog for responding in the correct way, John is able to accomplish great
progress over a 30-day period. John was able to teach his dog using which of the following learning
processes?

A) classical conditioning

B) instrumental conditioning

C) stimulation conditioning

D) extinction conditioning

Answer: B

Claudia Norman, a marketing consultant, recommended that brand equity for a new environmentally-
friendly product could be established by giving initial customers free memberships in the Sierra Club
organization. Claudia used which of the following in her recommendation?

A) promotional conditioning

B) emotional learning

C) classical conditioning

D) instrumental conditioning

Answer: D
On her first visit to China, Jane did not know how to pay for the produce she had selected at a market. She
watched several Chinese women pay for their selections, and then Jane copied their behavior. In this
example, Jane used ________.

A) shaping

B) stimulus discrimination

C) modeling

D) stimulus generalization

Answer: C

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that
was very popular and that customers associated with a quality product. It was so popular that in a few
months, the logo began to appear almost everywhere. Instead of increasing sales of the product, the
customer demand began to decrease as competitors' products became more successful. What
characteristic of learning was most likely ruining Scott's apparent success?

A) Too much repetition was decreasing the strength of the CS, thus leading to extinction of the learned
relationship between the logo, the quality of the product, and the association with Scott's company.

B) Customers confused Scott's logo with the logo of Scott's competitors, making cognitive learning
incomplete.

C) The logo produced only a fixed-ratio schedule of reinforcement that did not sustain sales, while Scott's
competitor used a variable-ratio schedule.

D) Over time the logo became boring, and customers punished Scott's company by buying competitors'
products as a type of revenge for their boredom.

Answer: A

According to the definition of learning, how could a researcher ever show that cognitive learning had
taken place in a subject?

A) by removing the conditioned stimulus

B) by measuring a behavioral change that could directly be tied to a previous experience

C) by measuring the brainwave pattern of the subject

D) by relying upon an intuitive feel for the amount of learning the subject had experienced

Answer: B
The two major approaches associated with behavioral learning theory are classical conditioning and
observational learning.

Answer: FALSE

Cognitive learning theory approaches tend to stress the importance of internal mental processes. Answer:
TRUE

The observational learning process begins with a step called motivation.

Answer: FALSE

Marketers assist in the process called elaborative rehearsal when they use catchy slogans or jingles to help
consumers remember information about products or services.

Answer: TRUE

Retrieval is the process whereby we recover information from long-term memory.

Answer: TRUE

A mother observes her daughter stirring batter in a bowl just the way she does when she bakes. The
daughter has modeled her mother's behavior.

Answer: TRUE

The process of stimulus generalization is often central to branding and packaging decisions that attempt to
capitalize on consumers' positive associations with an existing brand or company name. In this context,
list and briefly discuss the four strategies based on stimulus generalization presented in the text.

Answer: ∙ Family branding–A variety of products capitalize on the reputation of a company name.
Positive corporate images help to sell the company's different product lines. ∙ Product line extension–
Related products are added to an established brand.

∙ Licensing–Well-known brand names are "rented" by others. This strategy is increasing in popularity as
marketers try to link their products and services with well-established figures.

∙ Look-alike packaging–Distinctive packaging designs create strong associations with a particular brand.
Imitating the look of an existing successful brand is common in today's crowded marketplace.

Give a brief explanation of cognitive learning.

Answer: In contrast to behavioral theories of learning, cognitive learning theory approaches stress the
importance of internal mental processes. This perspective views people as problem solvers who actively
use information from the world around them to master their environment. Supporters of this viewpoint
also stress the role of creativity and insight during the learning process.