| A | B |
|---|
| A relative permanent change of behavior is called | learning |
| ) Much learning takes effort and time, but some learning is so casual as to be unintentional. This type of learning is referred to as | incidental |
| What aspects of the environment are of most concern to behaviorists in studying learning | Stimulus and response |
| Classical conditioning takes place when a(n) ________ is continuously matched with a(n) ________ | conditioned stimulus; unconditioned stimulus |
| If a conditioned stimulus is only occasionally matched with an unconditioned stimulus, the association between the two will become weakened | extinction |
| the tendency of stimuli similar to a conditioned stimulus to evoke similar, conditioned responses | Stimulus generalization |
| Which of the following was first demonstrated by Ivan Pavlov? | Classical conditioning |
| refers to the tendency people have to react to stimuli similar to an original stimulus in a classical conditioning situation in much the same way they responded to the original stimulus | The halo effect |
| When a professor reviews a certain topic many times, he is practicing | repetition conditioning |
| Instrumental conditioning is also called | operant conditioning |
| Negative reinforcement occurs when a negative outcome is avoided, while punishment occurs when an action causes a negative outcome | instrumental conditioning |
| When a consumer learns a desired behavior over a period of time, it is called | shaping |
| A department store decides to use "secret shoppers" at unannounced times to test for service quality among its personnel. Store personnel are rewarded for providing excellent customer service. Which reinforcement schedule has been used in this situation? | Variable-interval reinforcement |
| The popular marketing technique known as ________ marketing applies the principles of instrumental conditioning by reinforcing regular purchases, with value | frequency |
| What type of learning theory emphasizes that people are problem solvers who actively use information from the world around them to master the environment? | Cognitive learning theory |
| This type of learning occurs when an individual watches the actions of others and notes the reinforcements they receive for their behaviors | Observational |
| memories that relate to events that are personally relevant; therefore, a person's motivation to retain these memories will likely be strong. | Episodic |
| Type of memory that permits the temporary storage of information we receive from our senses | Sensory |
| The process of acquiring information and storing it over time is called | memory |
| Which term refers to the bittersweet emotions that arise when a consumer views the past with happiness and sadness? | Nostalgia |
| ) Memories of products are often replaced (forgotten) as we learn additional information. This displacement of information is called | interference |
| A cognitive framework we develop through experience is called | schema |
| Melissa knows that when she goes to the dentist she must make an appointment, show up on time, bring proof of insurance, and have her teeth cleaned before any other dental services will be performed. With respect to her visit to the dentist, Melissa has learned a schema known as | service script |
| ) In a typical ________ test, subjects are shown ads one at a time and asked if they have seen them before | recognition |
