Exam 3: Consumer Learning Starts Here: Perception

_____ is the attempt to derive meaning from information.

Consumers are bombarded with hundreds of marketing messages each day but "see" only a small portion of them because they screen out most of them. This is an example of _____.

_____ is the process by which the human brain assembles the sensory evidence into something recognizable.

The mere exposure effect works best when the consumer is distracted from processing the focal stimulus.

Memory for information one is exposed to, attends to, and applies effort to remember is called _____.

Subliminal stimuli occur below the ____ threshold of perception.

In which type of unintentional learning is behavior conditioned through reinforcement?

Which theory of learning focuses on changes in behavior that occur through responses to stimuli without concern for the cognitive mechanics of the process?

Involuntary attention occurs when a person is startled by a loud noise and turns his head toward the source of the noise.

Selective cognition involves paying attention to only certain stimuli.

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. The goal of the proposed warning labels is to reduce smoking among consumers on the belief that if consumers read these stronger statements and see the graphic depictions that the desired outcome will be achieved. This change in behavior resulting from the interaction between the consumer and the warning labels is referred to as _____.

Explain the JND concept and how it can be applied in marketing practice.

James is six years old and was looking at a game on television where players were tossing a small ball around using long sticks with a little net on the end with the objective to get it in the opponent's goal. He knew it wasn't soccer or hockey, but he couldn't figure out what it was. Finally, he had to ask his mother, who told him the sport was called lacrosse. Which cognitive organization reaction did James likely experience?

The just meaningful difference (JMD) represents _____.

Which concept represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same?