Exam 3: Consumer Learning Starts Here: Perception

Raina is actively trying to memorize the names of her colleagues by trying to associate their names with their faces. In this process, she is utilizing her _____.

Consumers with strong beliefs about a brand tend to comprehend messages about the brand either positively or negatively, depending on their preexisting attitudes.

Selective distortion is a process by which:

Natalie was trying to domesticate her new puppy, Beau. Every time he defecated outside, she praised him for being a good dog and gave him a treat. Beau eventually learned the behavior Natalie desired and was soon able to alert her every time he wanted to relieve himself. This type of learning is referred to as _____.

Which of the following statements is true of factors that generate consumer attention?

Which of the following approaches to learning focuses on the cognitive processes associated with comprehension and how these precipitate behavioral changes?

Bob reads a circular from the Department of Human Health and Safety. It recommends a lower intake of salt as a measure to prevent health problems. However, Bob has always believed that salt is good for health. He has seen his 90-year-old grandfather add extra salt to his food and still remain healthy. Bob, therefore, rejects the information in the circular. Which of the following offers an explanation for Bob's reaction?

A company that produces a popular brand of pasta decides against increasing its product price. Instead, the management chooses to decrease the quantity of packed content from 100gms to 90gms. According to the management, any move to increase the product price might result in the brand losing a major chunk of its loyal consumers who relate to the brand as affordable. This is an attempt by the company to preserve the _____ of its consumers regarding its product.

_____ are reinforcers that take the form of a reward.

While watching a movie, Suzy noticed that the characters in the movie often mentioned McKee's Watering Hole, a restaurant, in their conversations. After watching the movie, Suzy wanted to dine at McKee's Watering Hole, though other restaurants were less expensive. Suzy's choice to dine at Mckee's Watering Hole is a result of subliminal persuasion.

Learning that is developed in the absence of attention is known as _____.

Timmy was taught to identify a lion as an animal with a growling voice and thick mane. In his next visit to a zoo, Timmy was able to easily spot a lion. Which of the following consumer reactions to a stimulus is demonstrated in this example?

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

A conditioned stimulus is one presented below the threshold of perception.

Instrumental conditioning has occurred when a cat learns to run to kitchen for food every time it hears the sound of an electric can opener.

A consumer stays neutral to both familiar and unfamiliar objects and is solely motivated by personal biases.

Consumers are indiscriminating in the information to which they pay attention.

Which of the following statements is true of subliminal processing?

Sandra and her husband want to purchase a new washer and dryer. They have limited knowledge of high-efficiency appliances, so they search the Internet, talk to friends and family, and visit several stores so that they can make an informed decision. Sandra and her husband are relying on_____.

Many store brand packages look similar to national brand packages. This is done with the hope that consumers' awareness and interpretation of the package design might lead them to think of the less expensive store brand as qualitatively comparable with the more expensive national brand. This is an attempt to influence consumers' _____.