Exam 3: Consumer Learning Starts Here: Perception

While watching a movie, Daysha notices that a few brands have been conspicuously integrated with its screenplay. The main character drives a particular brand of car and drinks only a specific brand of beer. Daysha figures out that this is a marketing strategy that employs _____.

Consumers confront a barrage of marketing messages each day. Banner ads on websites, billboards, and print media are some of the agents through which these messages are communicated to the consumers. However, most consumers "see" only a few of these messages and screen out the rest. This process of filtering out stimuli is known as _____.

A brand image processed in implicit memory, meaning no attention was given to the image, can lead to greater liking.

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

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

Behaviorist approach of learning is concerned with the cognitive mechanics of the process of learning.

Explain the just noticeable difference (JND) concept and how it can be applied in marketing practice.

Sara receives information on different competing products and their prices on the Internet and utilizes the gathered data to settle for the best product in the market. In this example, the data gathered by Sara is most likely to be stored in her _____.

Conditioning represents a type of learning because it focuses on behavioral change that occurs through a consumer's interaction with the environment.

In a correctional home, small gestures among fellow inmates, like helping each other at work, or offering food to the needy, are rewarded with better treatment from the management and guarantee a more positive response at parole hearings in the long run. This method of rehabilitation of convicts demonstrates _____.

Both intentional and unintentional learning allow consumers to acquire knowledge about marketing-related information.

The mere exposure effect works best when the consumer is distracted from processing the focal stimulus.

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

While crossing the road, Richard gets distracted by the ring of his cell phone. Some seconds later, he becomes aware that a bike is heading straight toward him. In an attempt to avoid the bike, he moves to his right. He trips and injures his right knee. Which of the following is most likely responsible for Richard's reaction to the bike?

The mere exposure effect cannot take place when there is no recall of the previous stimulus.

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

Explain the difference between punishers and extinction in shaping behavior. Give an example of how each can be used in marketing.

In instrumental conditioning, reinforcements must be positive for behavioral change to occur.

Paul tried the new healthy Marionette Marie biscuits but did not like their taste. He preferred the older Marie biscuits for maintaining a consistent taste for past twenty years. Paul's negative reaction to the new healthy Marie biscuits is a result of selective exposure.

Mesha reads a magazine article and finds out that a normal healthy adult should consume 25 grams of fiber a day. From the article, she also comes to know that fruits, vegetables, and whole grains are good sources of fiber. When Mesha visits a supermarket next, she purchases whole wheat bread instead of white bread and a greater quantity of fruits and vegetables than she did before reading the article. This change in Mesha's behavior is an example of _____.