Exam 3: Consumer Learning Starts Here: Perception

Daysha was watching a movie when she noticed branded products being shown conspicuously,such as the main character driving a BMW and drinking a bottle of Coke.Later,the character's Apple computer was delivered via UPS.Daysha figured that this was a marketing strategy that employs ______.

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.Which of the following terms refers to this instantaneous response that Natalie experienced?

Explicit memory creates preattentive effects.

Subliminal persuasion is behavior change induced or brought about based on selectively processing a message.

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

When a cat learns to run to the kitchen for food every time it hears the sound of the electric can opener,instrumental conditioning has occurred.

Henry met an old friend,a fitness enthusiast,at his high school reunion.The friend convinced him of the long-term health benefits of following a fitness regimen.Following this interaction,he registered for a membership in the neighborhood fitness center,a move Henry had deliberately avoided in the past.This change in Henry's behavior can be attributed to _____.

Weber's Law states that as the intensity of the initial stimulus decreases,a consumer's ability to detect differences between two levels of the stimulus decreases.

The perceptual process ends with a reaction.

The first step in the perceptual process is called _____ and refers to the process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses.

The term "anthropomorphism" refers to a design that gives human like characteristics to inanimate objects.

Everyday on his drive to work,Hank passes by many billboards and many ads play on the radio in his car.However,he only sees and hears a few of them.This is an example of selective distortion.

In the case of intentional learning,consumers simply sense and react (or respond)to the environment and do not attempt to comprehend the information presented.

Voluntary memory is the memory for information one is exposed to,attends to,and applies effort to remember.

Explain the concept of just meaningful difference (JMD).Describe with an example,how marketers can use it to influence consumers?

Consumers learn marketing-related information both intentionally as well as unintentionally.

You work for a canned food trade association.The management wants you to work on an advertising campaign to increase consumers' awareness of the nutritional benefits of canned foods.Discuss the factors that will garner attention of the consumers and how a print ad can be developed employing each factor.

Attention is the purposeful allocation of information-processing capacity toward developing an understanding of some stimulus.

Branded products placed conspicuously in movies or television shows can result in implicit memory formation.

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