MKT2105 Topic 3: Learning & Memory

What is learning? (There is more than one correct answer.)

• A permanent change in behaviour

• A part of the consumer's memory that commands loyalty

• Caused by direct or observed experience

• The process of obtaining and storing information over time

Which of the following are elements involved in classical conditioning? (There is more than one correct answer.)

• neutral stimulus

• unconditioned stimulus

• positive reinforcement

• conditioned stimulus

In marketing, how does classical conditioning take place? (There is more than one answer.)

• Punishment

• Repetition

• Extinction

• Stimulus generalisation

Marketers often create positive associations with an existing brand or company name to evoke a similar, unconditioned response. Which of the following strategies can be used for this? (There is more than one answer.)

• Nostalgia marketing

• Look-alike packaging

• Family branding

• Recognition test

What could happen when a brand or a product gets too much exposure? Select the most accurate answer.

• Increased loyalty among consumers

• Increased brand strength

• Better position in consumer's memory

• Advertising wear out

Which of the following are examples of product line extension? (There is more than one correct answer.)

• Coca-Cola, Diet Coke, Coca-Cola Zero Sugar + Coca-Cola Cinnamon

• Lux Aqua Sparkle bar soap, Lux Soft Touch bar soap + Lux White Impress bar soap

• Mr. Clean All Purpose Cleaner, Mr. Clean All Purpose Antibacterial Cleaner + Mr. Clean Clean Freak Surface Spray

• Dettol bar soap, Dettol pain relief spray + Dettol adhesive bandage

What is instrumental or operant conditioning? (There is more than one answer)

• A type of learning that involves reinforcements, punishment and extinction

• A type of learning that involves unconditioned stimulus and unconditioned response

• A type of learning where behaviour is controlled by consequences

• A type of learning that involves repetition, generalisation and discrimination

Which of the following are true? (There is more than one correct answer.)

• Positive reinforcement - shows how a negative outcome can be avoided

• Negative reinforcement - provides reward for desired behaviour

• Punishment - unpleasant events follow a response

• Extinction - no reinforcement

Which of the following are considered positive reinforcement strategies in marketing? (There is more than one correct answer.)

• A rewards program that allow customers to earn points when purchasing a product, and redeem them in the future

• An obnoxious salesperson that pushes a consumer to purchase a product even though it is undesired by the consumer

• An attentive customer service representative that listens to, and solves customer problems

• A car service centre that voids the consumer's car warranty when servicing their car at any unauthorized service centres

What are the four (4) conditions that must be met for observational learning?

• Attention, Retention, Production Processes, Motivation

• Encoding, Retention, Retrieval, Motivation

• Reinforcement, Punishment, Retention, Motivation

• Attention, Encoding, Storage, Production Processes