Exam 3: Consumer Learning Starts Here: Perception

Natalie was trying to house train her new puppy, Beaux, so every time he "did his business" outside, she praised him for being such a good dog and gave him a treat. Beaux eventually learned the behavior Natalie desired and was soon able to let her know when he had to go outside to relieve himself. This type of conditioning through reinforcement is known as _____.

The first stage of the perceptual process is comprehension.

Voluntary memory occurs when a person is trying to remember the stimuli, such as when learning is intentional.

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

Due to rising commodity costs, food companies like Kraft and McDonald's are raising prices. For some of the products, the price increases were big enough that some consumers balked at the price increase. Apparently, these companies exceeded what point?

Which term describes a consumer's immediate response after exposure to a stimulus?

Barry is really interested in wine, so he is likely to pay attention to advertisements and articles about this product. That's because knowing more about this product is very relevant to him. Which of the following factors will most likely cause Barry to pay attention to a wine advertisement?

Maria is traveling through Europe but doesn't speak any of the languages in the countries she's visiting. When she looks at signs and menus, she tries to sort the words into something recognizable so she might understand them. What is this process called?

Paying attention to only certain stimuli is which element of selective perception?

The cost for a 30-second advertising slot on the Super Bowl was $3 million in 2011, and that's on top of the costs to produce the commercial. Advertisers are spending $3 million to activate which aspect of the consumer perception process?

Explain classical conditioning and describe an example of how a marketer can use it to influence consumers.

Which of the following refers to the way in which the human brain senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness?

Accommodation occurs when a consumer easily recognizes a round, red fruit as an apple.

Think of something you know how to do well. Was your knowledge of this activity the result of intentional or unintentional learning? Be sure to explain the difference between the two types of learning in your explanation.

Implicit memory is memory for things that a person did not try to remember.

Sheri was having a few friends over and she served endamame as a snack. Bob thought she was serving peas because that's the only thing he thought came in pods like that. Sheri explained that endamame is soy beans. For Bob to recognize endamame in the future, which cognitive organization reaction must occur?

Describe the processes of assimilation, accommodation, and contrast and explain whether you think assimilation, accommodation, or contrast will occur in each of the following situations: a. A consumer picks up an unfamiliar piece of fruit that looks like a tiny orange, but it is about the size of a walnut instead of the size of a typical orange. The skin appears to be the same as an orange and it smells like an orange. b. A consumer sees a vehicle like the car they drive. c. A consumer sees a vehicle with two people in it flying 18 inches above the ground.

Product placements involve branded products being shown or mentioned in movies or television shows.

Advertisements that feature special promotions, such as buy-one-get-one-free offers, represent marketing examples of _____ because they essentially signal that a type of reward will occur if a behavior is performed.

Depending on the extent to which a stimulus can be categorized, three possible reactions may occur: assimilation, accommodation, or contrast.