When American Express Pioneered Cause Marketing, It Raised $1

question 87

Multiple Choice

When American Express pioneered cause marketing, it raised $1.7 million to renovate a national icon, increased usage among cardholders, and

• A)became the only credit card accepted for admission to the sight.
• B)decreased outstanding debt on previously unpaid credit cards.
• C)was able to raise interest rates without facing customer complaints.
• D)received a tax credit that more than paid for the original campaign.
• E)attracted new cardholders.

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Definitions:

Continuous Reinforcement

A schedule of reinforcement in which every correct response is reinforced, leading to rapid learning but also rapid extinction of the behavior once reinforcement ceases.

Secondary Reinforcement

A process wherein a stimulus reinforces a behavior because it is associated with a primary reinforcer (e.g., praise that becomes rewarding because it is linked to receiving a physical reward).

Negative Reinforcement

A behavior modification technique that involves the removal of an unpleasant stimulus to increase the likelihood of a desired response.

Positive Reinforcement

Any pleasant or desirable consequence that follows a response and increases the probability that the response will be repeated.