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WorksheetsMKT2105 Topic 3: Learning & Memory
Total questions: 22
Worksheet time: 14mins
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
What is memory?
A process of measuring recognition and recall
A process of acquiring information and storing it over time so it will be available when we need it
A process of observing and performing behaviour as demonstrated by a model
A shaping process used in learning the desired behaviour over a period of time
What are the three (3) stages in memory? Select each relevant answer.
Encoding
Storage
Motivation
Retrieval
Which of the following are ways of encoding information? (There is more than one correct answer.)
Recognition
Visual
Semantic
Acoustic
Which of the three memory systems is responsible for temporary storage of information we receive from our senses, with a duration of less than 1 second?
Sensory memory
Short-term memory
Long-term memory
What happens when the information undergoes elaborative rehearsal?
The information enters the short-term memory
The information is eliminated from memory
The information passes through the attentional gate
The information is transferred to long-term memory
Short-term memory is a brief storage of information that is currently being used with a duration of less than 20 seconds. What is a technique that can be used to enhance memorability in this system?
Encoding
Isolating
Chunking
Retrieving
What are the three (3) types of long-term memory?
Episodic - events in our life
Procedural - steps to do something
Observational - copying/modelling behaviour
Semantic - general facts/knowledge
An incoming piece of information gets stored in a(n) __________________ .
associative network
consumer linkage
activation spread
perceptual map
The way we store and retrieve information in memory depends on the meaning type we initially assign to it. Select the meaning types that are commonly used. (There is more than one correct answer.)
Brand-specific
Ad-specific
Brand-identification
Evaluative reactions
What are some of the issues that may arise when marketers measure memory? (There is more than one correct answer.)
Consumers provides an honest mixture of Yes and No answers to the questions given
Consumers eliminate certain facts from their answers
Consumers unable to recall accurate time of events
Consumers tend to develop a belief that an information is true after repeated exposure
Select the ones with the correct definition. (There is more than one correct answer.)
Brand salience - The brand's prominence or level of activation in memory
Decay - Memory remains through time
Proactive interference - consumers are unable to learn new stimulus-response due to prior associations
Retroactive interference - consumers forget stimulus-response associations after learning new responses to a similar stimuli
Which of the following are examples of Nostalgia marketing? (There is more than one correct answer.)
Using Popeye as an icon for a new fast-food restaurant
Designing a modern-day robot as a logo for a children's toy brand
Releasing an updated version of the Mini Cooper
Hiring a Gen Z spokesperson for a tech brand
