Garrett and Hugh Were Having Breakfast When They Decided They

question 10

Multiple Choice

Garrett and Hugh were having breakfast when they decided they wanted to have pizza and watch a video that night. Garrett turned on her computer, brought up the site of a local video store and ordered the movie Cold Mountain to be delivered to her doorstep at 7 p.m. Next she logged on to her favorite pizza restaurant's Web site and ordered a large pepperoni pizza and a bottle of her favorite soda to be delivered at 6:45 p.m. Garrett and Hugh enjoyed their evening. The next morning the video store had someone pick up their tape at Hugh's office. Which trend that influenced the development of services marketing is illustrated here?

• A) The increasing importance of service industries to the U.S. and world economies
• B) The decrease of human interaction as a result of widespread use of technology-based services
• C) The growth in the use of technology-based services
• D) Increased competition in the entertainment industry
• E) The fact that manufacturing firms are placing increased emphasis on providing services

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Definitions:

Inhibitory Generalization Gradient

A graph showing the level of generalization from an inhibitory conditioned stimulus (CS1) to other stimuli.

Excitatory Generalization Gradient

The phenomenon in which the response to a stimulus spreads to similar stimuli, reflecting the degree of stimulus similarity.

Stimulus Contrast

The change in response strength or rate to a stimulus when the background or context stimuli are altered.

Stimulus Generalization

The process in psychology where a response that has been conditioned to a specific stimulus is also elicited by similar stimuli.