1)refers to a relatively permanent change in behavior that is caused by experience.
A)Adjustment
B)Shaping
C)Reinforcement
D)Learning
Answer: D
2)Much learning takes effort and time, but some learning is so casual as to be
unintentional This type of learning is referred to as learning.
A)stage one
B)subliminal
C)incidental
D)evoked
Answer: C
13) Another name for instrumental conditioning is conditioning.
A)operant
B)neo-classical
C)stimulus
D)reward
Answer: A
16) In instrumental conditioning, what is the distinction between negative reinforcement and punishment?
A)There is no difference. They are two words for the same thing.
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
21) The popular marketing technique known as marketing applies the
principles of instrumental conditioning by reinforcing regular purchases; consumers are given rewards with values that increase along with the amount purchased.
A)rebate
B)discount
C)reward
D)frequency
Answer: D
25) 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
中文P63
29) Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called.
A)the highlighting effect
B)interference
C)decay
D)generalization
Answer: B
40)A sales manager pays a bonus to new trainees when they develop a good sales prospectus. Later, after the trainees have completed two months of training, the manger pays a bonus only for an actual sale. The manager is applying what process of instrumental conditioning to help the trainees be productive in their sales careers?
A)shaping
B)modeling
C)negative reinforcement
D)variable-ratio reinforcement
Answer: A
中文P58
41)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
43) As May-Lee considers her purchase of perfume, she shifts back and forth between thinking about claims made by the different brands, remembering ads she has seen, and considering her emotional responses to the various brands. Which of the following processes most accurately describes what May-Lee is going through?
A)spreading activation
B)advertising decay
C)polar parallels
D)scalar processing
Answer: A
45) Samantha is passing down the cereal aisle when she spots a box of Life cereal featuring "Mikey” on box front. She remembers the taste of the cereal and how much fun she had talking to "Mikey” while she ate her cereal as a kid. She buys a box and leaves the cereal aisle without examining any other cereal products. What aspect of the retrieval process did Samantha use in her product search process?
A)salience
B)the von Restoff effect
C)the spacing effect
D)state-dependent retrieval
Answer: D
Learning refers to a relatively permanent change in behavior that is caused by experience.
Answer: TRUE
60) Cognitive learning theory approaches stress the importance of internal mental processes.
Answer: TRUE
62)The observational learning process begins with a step called motivation.
Answer: FALSE
中文P62的图
63)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 65) Retrieval is the process whereby we recover information from long-term memory.
Answer: TRUE
chapter4
1)refers to the process that causes people to behave as they do.
A)Sentiment
B)Acculturation
C)Motivation
D)Consumerism
Answer: C
2)When a need is aroused that the consumer wishes to satisfy, the process
has been activated.
A)goals
B)need
C)desire
D)motivation
Answer: D
3)In the motivation process, the desired end state is the consumer's.
A)drive
B)need state
C)benefit
D)goal
Answer: D
4)Whether a consumer's need is utilitarian or hedonic, the it creates
determines the urgency the consumer feels to reduce it.
A)magnitude of the tension
B)direction of the tension
C)expectancy
D)reinforcement
Answer: A
17) Consumption at the extreme low end of the involvement continuum is characterized by, when decisions are made out of habit.
A)inertia
B)flow
C)formation
D)actualization
Answer: A
21) A is a belief that some condition is preferable to its opposite.
A)need
B)want
generatedC)goal
D)value
Answer: D
29) A consumer who values possessions for their status and appearance-related meanings would most accurately be called a(n).
A)environmentalist
B)ethicist
C)materialist
D)capitalist
Answer: C
42)The local Harley-Davidson motorcycle outlet has special events on Saturday mornings. Vintage bikes are shown, food is served, and some people travel more than 100 miles on their Harleys to be there almost every Saturday morning. The motorcycle outlet's marketing approach is successful because Harley-Davidson has become a product.

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