Exam 3: Consumer Learning Starts Here: Perception

Explain instrumental conditioning and with the help of an example describe how it can be useful in marketing.

The strength of a(n)_____ stimulus is lower than the absolute threshold of perception.

The attempt to derive meaning from information is known as _____.

A consumer's delayed response to information,that occurs as an afterthought,is known as sensation.

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.A client who wanted his garden to have a "bit of an air of sophistication without any major change," complained "the grass was still green" and that he could not see any "refinement." The client's reaction indicates that the new landscape failed to register a(n)_____ difference when compared with the old one.

Explicit memory becomes stronger the more distracted one is from attending to the stimulus.

Implicit memory creates _____ effects,which is learning that is developed in the absence of attention.

_____ memory represents stored information concerning stimuli one is exposed to but does not pay attention to.

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

Contrasting stimuli are extremely ineffective in getting attention.

Selective distortion is the process by which:

Which of the following is true of the information processing perspective to learning?

Which of the following perspectives to learning focuses on the cognitive processes associated with comprehension that lead to consumer learning?

Which of the following reactions occurs when a stimulus has characteristics such that individuals readily recognize it as an example of a specific category?

Mesha read a magazine article and found out that a normal healthy adult should consume 25 grams of fiber a day and that fruits,vegetables,and whole grains are good sources of fiber.The next time she went to the store,she purchased whole wheat bread and more fruits and vegetables than she would have if she hadn't read the article.This change in Mesha's behavior is an example of _____.

Comprehension is an important topic for marketers because this stage determines the effectiveness of marketing communication.

In instrumental conditioning,discriminative stimuli are stimuli that are differentiated from other stimuli because they signal the presence of a reinforcer.

_____ often take the form of some type of reward.

According to the behaviorist approach to learning,the human mind acts much like a computer.

Tanya bought a certain brand of soft drink only when she had discount coupons for it and she discontinued purchasing that soft drink brand when the discount coupons ran out.This discontinuation is an example of _____.