Exam 3: Consumer Learning Starts Here: Perception

Negative reinforcement refers to the removal of bad stimuli as a way of encouraging behavior.

Which of the following terms refers to the interpretation or understanding that a consumer develops about an attended stimulus?

Describe the processes of assimilation,accommodation,and contrast and explain whether you think assimilation,accommodation,or contrast will occur in each of the following situations: a.A consumer picks up an unfamiliar piece of fruit that looks like a tiny orange,but it is about the size of a walnut instead of the size of a typical orange.The skin appears to be the same as an orange and it smells like an orange. b.A consumer sees a vehicle like the car they drive. c.A consumer sees a vehicle with two people in it flying 18 inches above the ground.

Mark always avoids high-end brands as he considers them too expensive.However,in one of his shopping trips,he notices that a luxury cologne was being sold at a considerably reduced price.He buys two of these colognes even though he had to pay slightly more than what he usually does.Which of the following is most likely to have influenced Mark's buying behavior?

Selective distortion is a process by which consumers interpret information in ways that are biased by their previously held beliefs.

Assimilation occurs when a stimulus does not share enough in common with existing categories to allow categorization.

Comprehension is the consumer's attempt to derive meaning from the information received by them.

Compare and contrast implicit and explicit memory with an example of each.

Explain the concept of classical conditioning.

IKEA is a large retail store that offers an endless list of products.Every time Richard goes to IKEA,he makes a note of the things he needs and avoids wasting time exploring the other products on display at the store.Which of the following processes is exemplified by Richard's act of filtering out products he does not need?

John has very little knowledge of cheese and seldom buys it.However,when he is invited to dinner by a friend,a self-confessed cheese lover,John feels obligated to buy cheese for him.When he comes back home after dinner,John finds that the Stilton cheese he randomly chose and bought was displayed on the calendar in his kitchen.Which of the following is most likely to account for John's choice of cheese?

Choco Fond,a dessert place,introduced a new product that is served piping hot unlike their usual cold desserts.Choco Fond's customers were initially apprehensive of it.However,after trying it,they found it creamy and sweet like everything else on Choco Fond's menu,even though it looks nothing like the other products on the menu.Which of the following reactions is most likely to account for the customers' cognitive categorization of the new product?

Shaping is a process through which the desired behavior is altered over time,in small increments.

_____ refers to a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction.