Exam 3: Consumer Learning Starts Here: Perception

The movie, Slumdog Millionaire is about a young man who won on the television show Who Wants to Be a Millionaire by being able to answer the questions correctly based on his life experiences, not formal education. Apparently, he learned without even trying, which is an example of _____.

The term marketers use to describe the idea that consumers are often bombarded with too much information in their daily lives is _____.

The first step in the perceptual process is called _____ and refers to process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses.

Define consumer perception and briefly describe its three elements.

Learning requires attention.

One way marketers are dealing with the declining effectiveness of traditional advertising due to technology such as digital video recorders allowing viewers to zoom past commercials is to get their products integrated into television programs. In some shows, actors are seen driving a Toyota Prius or drinking Pepsi. This is an example of _____.

The Department of Human Health and Safety has advised Americans to cut down on salt intake because it can lead to health problems such as heart disease and stroke. Bob doesn't believe all that because his grandfather always puts a lot of salt on his food and he's 90 years old. Which element of Bob's selective perception does this illustrate?

The perceptual process ends with some reaction.

The mere exposure effect has the greatest effect on familiar objects.

When consumers attempt to organize information, which possible reactions may occur?

Learning can occur without even trying.

Explain the difference between punishers and negative reinforcers in shaping behavior. Give an example of how each can be use in marketing.

Behaviors often cease when reinforcers are no longer present.

In classical conditioning, the primary stimulus is the stimulus with which a behavioral response is already associated.

When a cat learns to run to the kitchen when it hears the sound of the electric can opener, instrumental conditioning has occurred.

Explain the role of perception in learning. Can learning take place without perception?

In instrumental conditioning, discriminative stimuli are stimuli that are differentiated from other stimuli because they alone signal the presence of a reinforcer.

Which of the following statements is FALSE regarding enhancing consumers' attention?

Juan noticed that the price of his favorite brand of soft drink decreased so he purchased more than he usually would have purchased. This is an example of which concept?

Classical conditioning and cognitive conditioning are two major approaches found in behavioral learning theory.