Exam 3: Consumer Learning Starts Here: Perception

Shaping is a process through which the desired behavior is altered over time, in small increments.

When you went to school or work today, you passed by many billboards and there likely were many advertisements on the radio, but you only saw or heard a few of them. In terms of selective perception, which of the following does this represent?

The process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses is called attention.

Which of the following is a way to enhance consumers' attention?

IKEA is a large home furnishings retailer that offers good furniture at very low prices with stores all over the world. One way the company can offer such low prices is by having the customer assemble the furniture themselves. Therefore, instruction booklets accompanying the products usually rely heavily on pictures to make it easier for customers to understand how to put the furniture together. Even with pictures, though, it is often difficult to assemble the product. Sometimes, consumers will study the directions closely and still not understand what they are supposed to do. Which element of perception in not accomplished?

_____ refers to a change in behavior resulting from the interaction between a person and a stimulus.

Which of the following is memory for things that a person did not try to remember, as with things learned passively and unintentionally?

The law that states that as the intensity of the initial stimulus increases, a consumer's ability to detect differences between two levels of the stimulus decreases is called _____.

Many store brand packages look similar to national name brand packages. This is done with the hope that consumers' awareness of and interpretation of the package design might lead them to think the less expensive store brand is just as good as the more expensive name brand. This is an attempt to influence consumers' _____.

Marketers use the term noise to describe the idea that consumers are often bombarded with too much information in their daily lives.

Most consumers set out to specifically learn information about cars before making a purchase. Many search the Internet and visit dealerships before deciding which one to purchase. What type of learning does this represent?

WARNING LABELS SCENARIO Cigarette packages and advertisements have included warning labels for several years, but the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act) signed into law in 2009 requires stronger and graphic health warnings to appear on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed nine new textual warning statements that are much stronger than previous warning statements. The new warning statements include statements such as "Cigarettes are addictive," "Cigarettes cause cancer," and "Tobacco smoke may harm your children." These statements will be accompanied by color graphics depicting the negative health effects of smoking. Some of the proposed graphics include a picture of diseased lungs, a man smoking with smoke coming out of a hole in his throat, rotted teeth and mouth cancer, a mother blowing smoke in her baby's face, and dead and dying people. The Tobacco Control Act dictates the placement of these statements and graphics on packages and advertisements, taking up at least 50 percent of the front of the package and at least 20 percent of the advertisement. -Refer to Warning Labels Scenario. In countries where these types of labels are already present, some smokers put their cigarette package in a plastic holder that covers up the information on the package. These consumers' decision to not even see the warning is an example of _____.

A consumer's awareness and interpretation of reality is known as _____.

Consumer perception involves two phases: sensing and organizing.

Explain instrumental conditioning and describe how it can be useful in marketing.

Most consumers easily recognize a round, bouncy toy as a ball. What cognitive organization reaction has occurred?

Which of the following often take the form of some type of reward?

Attention refers to the interpretation or understanding that a consumer develops about some stimulus.

Hans searched the Internet, talked to friends, and visited several stores when deciding on a new cell phone. Hans was engaged in proactive learning.

Comprehension is the consumer's attempt to derive meaning from information received.