ADMS 2200 Quiz: Consumer Behavior EU 6th Book Summary Notes pt3

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mag0sea

24 Mar 2017

School

York University

Department

Administrative Studies

Course

ADMS 2200

Professor

Richard Patterson

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ADMS 2200 Full Course Notes

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Document Summary

It"s important to understand how consumers learn about products and services. Learning is a change in behaviour that is caused by experience. Learning can occur through simple associations between a stimulus and a response or via a complex series of cognitive activities. Behavioural learning theories assume that learning occurs as a result of responses to external events. Classical conditioning occurs when a stimulus that naturally elicits a response (an unconditioned stimulus) is paired with another stimulus that does not initially elicit this response. Over time, the second stimulus (the conditioned stimulus) elicits the response even in the absence of the first. Learned associations can generalize to other things and this is important to marketers. This response can also extend to other, similar stimuli in a process we call stimulus generalization. This process is the basis for such marketing strategies as licensing and family branding, where a consumer"s positive associations with a product transfer to other contexts.

Related Questions

1. When you break your curfew and your parents take away your car privileges in order stop you from breaking curfew in the future, they are attempting

a. positive reinforcement.

b. positive punishment.

c. negative reinforcement.

d. negative punishment.

2. Wilson wants to use operant conditioning to teach his son to take out the trash. Every time his son takes out the trash, Wilson gives him a dollar. Wilson is employing what type of consequences?

a. negative reinforcement.

b. positive reinforcement.

c. positive punishment.

d. negative punishment.

3. Although hunger naturally occurs in response to an empty stomach, we can easily become conditioned to feel hunger at certain times of the day due to classical conditioning. In this case, the US would be the

a. empty stomach.

b. food.

c. eating.

d. time of day.

4. Sarah was bitten by a dog, which naturally was a very scary experience. Now when Sarah even hears a dog barking, she feels afraid. In this example, dog barking is the

a. unconditioned response.

b. unconditioned stimulus.

c. conditioned stimulus.

d. conditioned response.

5. Chang gets paid a $50 bonus for every 100 pairs of shoes that he sells. Chang is being reinforced on a ________ schedule of reinforcement.

a. Variable ratio

b. fixed interval

c. variable interval

d. fixed ratio

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QUESTION 1

A 5-year-old observes his father yelling at his older brother after he dropped and broke his dinner plate while removing it from the table. Thereafter, due to __________, the 5-year-old is very cautious when removing his own plate.

	a.	vicarious conditioning
	b.	classical conditioning
	c.	generalization
	d.	extinction

QUESTION 2

A child has learned to avoid his father in the morning because his father is always grouchy at that time. Generally, being able to learn what stimuli predict pleasure or pain is consistent with Pavlov's belief that

	a.	some types of learning are more important than others.
	b.	conditioning is how we adapt to our environments.
	c.	conditioning is how we modify our environments.
	d.	behavior is modified by others.

QUESTION 3

A sudden puff of air in his left eye caused Bill to blink. In terms of classical conditioning, the air puff was a ______________ and the blink was a ______________.

	a.	CR; CS
	b.	CS; CR
	c.	US; UR
	d.	UR; US

QUESTION 4

After a large balloon burst loudly and suddenly at her birthday party, Cindy showed a fear of balloons. In terms of the acquisition phase of classical conditioning, the balloon is the __________ and her fear is the __________.

	a.	CS; US
	b.	US; UR
	c.	CS; CR
	d.	CR; CS

QUESTION 5

After getting a bad sunburn, before heading out for a day at the beach, Stanley slathers on sunscreen to avoid getting sunburned. In this case, Stanley's habit of using sunscreen has likely been acquired by way of

	a.	negative reinforcement.
	b.	positive reinforcement.
	c.	punishment.
	d.	vicarious conditioning.

1 points

QUESTION 6

After she gets a speeding ticket, Susan's parents take her driver's license away for a month. This is an example of

	a.	negative punishment.
	b.	modeling.
	c.	negative reinforcement.
	d.	extinction.

QUESTION 7

After struggling with a complex math problem, Stacey takes a short break. While making herself a cup of tea, she suddenly comes up with a solution. "Aha!" moments such as this are a form of __________ learning that occurs in the apparent absence of reinforcement.

	a.	insight
	b.	non-associative
	c.	associative
	d.	observational

QUESTION 8

Alphonse watches the way his brother shovels the driveway in order to clear a spot for their grandmotherâs car. Alphonse then goes outside, takes another shovel, and starts shoveling the snow off of the walkway from the driveway to the front door. Alphonse uses the same technique as his brother. This demonstrates learning through

	a.	modeling.
	b.	classical conditioning.
	c.	vicarious reinforcement.
	d.	shaping.

QUESTION 9

Dave observed that after returning from the vet, whenever he took his dog, Smooches, near his car, she began to shake and whine. Which of the following types of learned response was Smooches exhibiting?

	a.	vicarious conditioning
	b.	operant conditioning
	c.	long-term potentiation
	d.	classical conditioning

QUESTION 10

David is taking a class about learning and motivation and he has to work in the laboratory two times a week teaching a rat to press a bar. The cage that he uses allows David to control the reinforcement and punishment that the rat receives. The name for this device used for investigating learning in animals is called a

	a.	Pavlov terrarium.
	b.	Thorndike aquarium.
	c.	Watson chamber.
	d.	Skinner box.

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ADMS 2200 Quiz: Consumer Behavior EU 6th Book Summary Notes pt3

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