OIL CHANGE MINI CASE: Mr

question 3

Multiple Choice

OIL CHANGE MINI CASE: Mr. Greasy is a national car care chain that specializes in providing routine services like oil changes and safety inspections. It advertises nationally, particularly around Memorial Day, Independence Day, and Labor Day, when it runs an advertising blitz to encourage drivers to bring their cars in for a check up before holiday road trips. Mr. Greasy's advertisements emphasize the importance of changing a car's oil regularly in order to prevent costly engine failure. Its stores are recognizable from the road by their gray and yellow color schemes. To encourage brand loyalty, Mr. Greasy offers customers reward cards that customers get stamped every time they get an oil change, and can receive the sixth oil change free after the purchase of the first five. Fast Oil, a North Carolina chain that offers the same kind of services, paints its stores black and yellow in an effort to appear like Mr. Greasy stores and benefit from Mr. Greasy's extensive advertising. Thus many customers have developed positive perceptions of Mr. Greasy, note Fast Oil's store color, and mistake Fast Oil stores for Mr. Greasy stores.
-In the OIL CHANGE MINI CASE, Mr. Greasy's advertising relies on which of the following elements of instrumental conditioning?

• A) positive reinforcement
• B) product category extension
• C) product form extension
• D) product line extension
• E) negative reinforcement

Understand the characteristics and functions of different types of memory including sensory registers, short-term memory (STM), and long-term memory (LTM).

Describe the capacity and duration of memory storage at different levels.

Explain the experimental methods and findings of key memory studies, including those by Ebbinghaus and Sperling.

Understand the concept and techniques of memory improvement, including chunking and rehearsal.

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Definitions:

Watson

John B. Watson was an American psychologist who established the psychological school of behaviorism, emphasizing the importance of observable behaviors.

Pavlov

Refers to Ivan Pavlov, a Russian physiologist known for his work in classical conditioning, especially demonstrated through his experiments with dogs and the conditioned reflex.

Skinner

B.F. Skinner, an American psychologist known for his work in behaviorism and experimental analysis of behavior.

Freud

Sigmund Freud, an Austrian neurologist, established psychoanalysis, which is a therapeutic approach to address psychopathology by facilitating conversations between a patient and a psychoanalyst.