Exam 3: Consumer Learning Starts Here: Perception

Contrasting stimuli are extremely ineffective in getting consumers' attention.

John has very little knowledge of cheese and seldom buys it for personal use. 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 returns home after dinner, John finds that the "Stilton cheese" he randomly chose and bought is displayed on the calendar in his kitchen. Which of the following is most likely to account for John's choice of cheese?

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?

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?

The first step in the perceptual process is called _____, which 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.

_____ refers to a design that gives humanlike characteristics to inanimate objects.

Henry meets an old friend, Rita, at his high school reunion. Rita is a fitness enthusiast. She convinces Henry of the long-term health benefits of following a fitness regimen. Following this interaction, Henry enrolls himself at a neighborhood fitness center, something he had deliberately avoided in the past. This change in Henry's behavior can be attributed to _____.

When choosing a new cell phone, Hans conducted an Internet search, talked to friends, and visited several stores. This indicates that Hans was engaged in preattentive learning.

Zoco, a restaurant chain, introduced a new version of lemonade that was red in color and had a thick consistency. The company had relied on the fact that its drink was different from other lemonades. However, the consumers did not respond positively. What is the most likely reason for the consumers' negative response?

The size of a stimulus does not affect a consumer's attention to observe or notice that particular stimulus.

Which of the following refers to the process through which behaviors cease due to lack of reinforcement?

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

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

In the context of selective perception, exposure represents the first step to learning.

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

According to the behaviorist approach of learning, bits of knowledge are processed electronically to form meaning.

Images and sounds can be displayed or heard for such a short period of time, or at such a low level of intensity, that the brain cannot organize them and develop a meaning. Perception of such stimuli is governed by _____.

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

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

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