Exam 3: Consumer Learning Starts Here: Perception

Which of the following represents the stimuli that decrease the likelihood that a behavior will occur again?

A state implemented a much needed hike in gasoline prices,increasing it by $2.This was followed by a public outcry against the price rise.A year later,the state further increased gasoline prices by half a dollar.This time round,the public accepted it as essential even though there was a general murmur of dissatisfaction.Which of the following will best explain the reason for the public's acceptance?

Richard was crossing the road while looking at his phone which was ringing.Suddenly he was startled by a bike running straight into him.In a bid to avoid the bike,he tripped and his right knee was badly scratched.Which of the following reflexes is most likely to account for Richard's diversion of attention from his phone to the bike?

Sensing alone allows a consumer to make sense out of something.

Which of the following laws states that as the intensity of the initial stimulus increases,a consumer's ability to detect differences between two levels of the stimulus decreases?

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

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

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

In Pavlov's classical conditioning experiment,the salivation of the dogs on being exposed to the ringing of the bell is an example of a(n)_____.

Hans searched the Internet,talked to friends,and visited several stores when deciding on a new cell phone.This indicates that Hans was engaged in preattentive learning.

Susan has an aversion for Zoco,a fast food chain.When a health journal reports on an ingredient used by Zoco as having a potential health risk,Susan's aversion is strengthened.Now,Susan advises all her friends and relatives to avoid Zoco,even though other fast food chains use the same ingredient.Which of the following offers the most likely explanation for Susan's reaction to the journal report?

Advertisements that feature special promotions,such as buy-one-get-one-free offers,represent a marketing strategy that makes use of _____ because these advertisements essentially signal that customers will get value in some form of a reward when they perform a specific purchasing activity.

Which of the following terms describes a consumer's immediate response after exposure to a stimulus?

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.One proposed graphic includes a picture of a set of diseased and distorted human lungs that makes it difficult to immediately identify them as a set of lungs.However,with a little effort most consumers will be able to discern what the graphic actually is because of the accompanying statement concerning cancer.Which of the following reactions is most likely to account for the customers' cognitive categorization of the new product?

Which of the following uses reinforcement to condition behavior?

Consumers confront a barrage of marketing messages each day.Banner ads on websites,billboards,and print media are some of the agents through which these messages are communicated to the consumers.However,most consumers "see" only a few of these messages and screen out the rest.This process of filtering out stimuli is known as _____.

In instrumental conditioning,all reinforcement must be positive for behavioral change to occur.

Which of the following statements is true of the mere exposure effect?

The term cognitive refers to a mental or thinking process.

A light brown,slightly sticky,sweet,round food with a hole in the middle is easily recognized as a doughnut in nearly every part of the world.Which of the following consumer reactions to a stimulus is demonstrated in this example?