Exam 3: Consumer Learning Starts Here: Perception

The mere exposure effect can take place even when there is no recall of the previous stimulus.

Explain the consumer perception process.

Which of the following reactions is most likely to occur when a stimulus does not share enough in common with existing categories to allow categorization?

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.In countries where graphic warning labels are already present,some smokers put their cigarette packs in a plastic holder that covers up the information on the package.These consumers' decision to hide the warning label is an example of _____.

The just meaningful difference (JMD)represents:

One way marketers are dealing with the declining effectiveness of traditional advertising due to technology,such as digital video recorders allowing viewers to zoom past commercials,is to get their products integrated into television programs.In some shows,actors are seen driving a Toyota Prius or drinking Pepsi.This sort of advertising is an example of _____.

The JND (just noticeable difference)represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same.

Which of the following terms refers to the way in which the human brain senses low-strength stimuli,that is,stimuli that occur below the level of conscious awareness?

The phases of perception overlap with the concepts of exposure,attention,and comprehension.

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 is called attention.

_____ occurs when a stimulus shares some,but not all,of the characteristics that would lead it to fit neatly in an existing category.

Attention that is beyond the conscious control of the consumer and that occurs as the result of exposure to surprising or novel stimuli is known as _____ attention.

Most consumers set out to specifically learn information about cars before making a purchase.Many search the Internet and visit dealerships before finalizing the purchase.Which of the following types of learning does this represent?

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.Many smokers will read the labels on the packs and process the image in the warning,but this will not bring about a change in behavior as they don't believe that will happen to them personally.This is an example of _____.

_____ involves screening out most stimuli and exposing oneself to only a small portion of stimuli.

Choco Fond,a dessert place,introduced a new square-shaped ice-cream cone with a soft gooey texture instead of the usual crunchy cone.Choco Fond's customers never warmed up to the new product as they felt it was too different from the traditional cone and never gave them the feeling of having an ice-cream.Which of the following reactions is most likely to account for the customers' cognitive categorization of the new product?

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 Petals and Palettes to recreate his childhood,got a full refund when he complained that their services "never gave him a feeling of childhood" as the lush green environment that they had created was very different from the arid desert he grew up in.With respect to cognitive categorization,which of the following reactions best illustrates the client's response?

Which of the following is a natural reflex that occurs as a response to a threat from the environment and represents a protective behavior?

_____ refers to a design that gives human like characteristics to inanimate objects.

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 mother who wanted a fairy tale garden for her daughters was very happy with the service provided by Petals and Palettes.According to her,the garden was just as she wanted it to be.With respect to cognitive categorization,which of the following reactions best illustrates her response?