The Impact of Advertising Is Difficult to Measure Because Consumers

question 102

True/False

The impact of advertising is difficult to measure because consumers may change their minds concerning which brand to buy while they are in the store.

---

Definitions:

Rescorla's Theory

Rescorla's theory pertains to classical conditioning and suggests that the strength of the conditioned response depends on the predictability of the stimulus association.

Classical Conditioning

A pedagogical strategy that involves pairing two stimuli together repeatedly; a reaction, once caused by the second stimulus, eventually is caused by the first stimulus only.

Cognitive Perspective

The Cognitive Perspective is a psychological approach that emphasizes mental processes, such as perception, memory, and problem-solving, as fundamental to understanding behavior.

Classical Conditioning

A learning process where a neutral stimulus becomes associated with a meaningful stimulus and acquires the capacity to elicit similar responses.