Exam 3: Consumer Learning Starts Here: Perception

A company that produces a popular brand of pasta decides against increasing product price.Instead,the management decides to decrease the quantity of packed content from 100gms to 90gms.According to the management,a price increase would risk losing its brand loyal consumers who relate to the brand as affordable.This is an attempt to retain the consumers' _____ of their product.

Consumers are undiscriminating in the information to which they pay attention.

Landscaping Scenario Petals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the chief agriculturist of the firm, in an interview to a home and garden magazine, talks about how landscaping can be a tightrope walk. "Our prices vary vastly according to what our clients want. A major haul may cost anything between $300,000 or more for an area spanning a 100 sq.ft. We try and give our clients their money's worth." Mr. Roth explains further, "However, we cannot rule out times when our opinion differs with the client's opinion of 'worth'. We had a client who wanted his garden to have a 'bit of an air of sophistication without major change.' I suggested switching to a finer, more delicate grass. However, when it was done he complained that 'the grass was still green' and that he cannot see any 'refinement.' So, it's important to know exactly what the client wants and get to the specifics of it in detail." Such stories should not discourage interested entrepreneurs from foraying into landscaping. "Another client asked for something novel and a little different. So, we installed only colored leaves. The idea of a garden with no flowers required a little getting used to for him but he was pleased with the aesthetics." The work gives you an opportunity to brighten people's lives. "Once, a mother came with the request for a 'fairy tale garden' for her daughters. So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different characters from famous fairy tales. The mother beamed, 'It's as it should be." A word of caution, however, its not just happy endings all the way in the land of landscaping. "We gave a full refund to a client who wanted us to recreate his childhood. We created a green and lush environment with swings on trees, but unfortunately, he grew up in an arid country with sparse vegetation. So, what we gave him "never gave him a feeling of his childhood" as it was very different from where he grew up." -Refer to Landscaping Scenario.The idea of a garden with no flowers required a little getting used to for one of Mr.Roth's clients.However,the client was pleased with the garden's aesthetics as he wanted it to be a little different.With respect to cognitive categorization,which of the following reactions best illustrates the client's response?

Bob read a circular from the Department of Human Health and Safety,recommending a lower intake of salt as its high consumption can lead to health problems.Bob always believed that salt is good for health,as his grandfather who is 90 years of age,adds a lot of salt in his food.Bob rejects the information on the circular as rubbish.Which of the following will offer the most likely explanation for Bob's rejection?

Research examining subliminal processing suggests that subliminal persuasion is a very effective marketing tool.

Which of the following refers to the removal of bad stimuli as a way of encouraging behavior?

Jazzy,a personal care products manufacturer,incorporated customers' suggestions in designing its new brand of safety razors for men.However,when it reached the market,customers could not perceive any improvement from the old razors.The customers' reaction indicates that the new razor design failed to register a(n)_____ difference when compared with the old one.

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

Which of the following terms is used by marketers to describe the idea that consumers are often bombarded with too much information in their daily lives?

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

Which of the following statements is true regarding the factors that gain consumers' attention?

_____ refers to the personal relevance a consumer feels towards a particular product.

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

Involuntary attention is attention that is in the control of the consumer and that occurs as a result of exposure to familiar stimuli.

Landscaping Scenario Petals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the chief agriculturist of the firm, in an interview to a home and garden magazine, talks about how landscaping can be a tightrope walk. "Our prices vary vastly according to what our clients want. A major haul may cost anything between $300,000 or more for an area spanning a 100 sq.ft. We try and give our clients their money's worth." Mr. Roth explains further, "However, we cannot rule out times when our opinion differs with the client's opinion of 'worth'. We had a client who wanted his garden to have a 'bit of an air of sophistication without major change.' I suggested switching to a finer, more delicate grass. However, when it was done he complained that 'the grass was still green' and that he cannot see any 'refinement.' So, it's important to know exactly what the client wants and get to the specifics of it in detail." Such stories should not discourage interested entrepreneurs from foraying into landscaping. "Another client asked for something novel and a little different. So, we installed only colored leaves. The idea of a garden with no flowers required a little getting used to for him but he was pleased with the aesthetics." The work gives you an opportunity to brighten people's lives. "Once, a mother came with the request for a 'fairy tale garden' for her daughters. So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different characters from famous fairy tales. The mother beamed, 'It's as it should be." A word of caution, however, its not just happy endings all the way in the land of landscaping. "We gave a full refund to a client who wanted us to recreate his childhood. We created a green and lush environment with swings on trees, but unfortunately, he grew up in an arid country with sparse vegetation. So, what we gave him "never gave him a feeling of his childhood" as it was very different from where he grew up." -Refer to Landscaping Scenario.When a client and Petals and Palettes have different interpretations about whether the service is "worth" the client's money,it is an example of a difference in _____.

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 required that stronger and more graphic health warnings appear on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed nine new textual warning statements that were much stronger than previous warning statements. The new warning statements included statements such as "Cigarettes are addictive," "Cigarettes cause cancer," and "Tobacco smoke may harm your children." These statements were to be accompanied by color graphics depicting the negative health effects of smoking. Some of the proposed graphics included 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 dictated 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. Research reveals that the best way to quit is the reduce the intake of tobacco in small increments over time rather than an attempt to quit it altogether. -Refer to Warning Labels Scenario.Research reveals that the best way to quit is the reduce the intake of tobacco in small increments over time rather than an attempt at quitting it altogether.This is an example of achieving the desired behavior through _____.

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

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

Selective attention involves paying attention to only certain stimuli.

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