Exam 3: Consumer Learning Starts Here: Perception

A student who tries to remember all the definitions, goes over the textbook and notes, and answers the questions at the end of each chapter while studying for a test is exhibiting which type of memory?

All things equal, a consumer is more likely to pay attention to stronger stimuli than to weaker stimuli.

To be effective, the conditioned stimuli should be presented before the unconditioned stimuli, and the paring of the two should be done consistently and with repetition.

Natalie walked by a bakery and her first response was a feeling of desire for something tasty because of the alluring aroma coming from the store. This immediate response Natalie experienced is called _____.

Selective distortion is the process by which _____.

The JMD (just meaningful difference) represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same.

Sensation describes a consumer's immediate response to information.

Tanya only bought a certain brand of soft drink when she had a coupon for it. Because she only purchased that brand when she was rewarded for doing so and ceased purchasing it when the reward was no longer present, this is an example of _____.

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. Which of the following is the FDA proposal relying on to get smokers' attention regarding the health risks of smoking?

Compare and contrast implicit and explicit memory and discuss an example of each.

Comprehension refers to a consumer's awareness and interpretation of reality.

Subliminal persuasion is extremely effective.

On his way to work, Hank passes by many billboards and many ads play on the radio while he's driving, but he only sees and hears a few of them. This is an example of selective distortion.

Daysha was watching a movie when she noticed branded products being shown conspicuously, such as the main character driving a BMW and drinking a Coca-Cola. Later the character's Apple computer was delivered via UPS. These are all examples of _____.

Mary's cat learned to associate the sound from the electric can opener with being fed, so every time Mary used the can opener, her cat would run into the kitchen. In terms of classical conditioning, the electric can opener is the _____

_____ occurs when a stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category.

Sandra and her husband are considering the purchase of a new washer and dryer. They don't know much about high efficiency appliances, so they search the Internet, talk to friends and family, and visit several stores to enable them to make a good decision. Sandra and her husband are engaged in _____ learning.

Two major approaches found in behavioral learning theory are _____.

With reactive learning, consumers simply sense and react (or respond) to the environment.

Subliminal processing refers to the way in which consumers can be influenced without their brain even sensing being exposed to a stimulus.