Exam 3: Consumer Learning Starts Here: Perception

Advertisements that feature special promotions such as buy-one-get-one-free offers signal that a type of reward will occur if a specific behaviour is performed. What are these types of offers examples of?

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

Most of us turn our heads toward an unexpected loud sound, such as a loud crack of thunder or a gun shot. Which reflex causes this startled response?

Warning Labels Scenario In September 2011, Health Canada came out with new rules regarding the warning labels that are displayed on cigarette packages. The Tobacco Products Information Regulations, which fall under the Tobacco Act, were first introduced in 2000 and set the rules for the warnings and accompanying graphics that must appear on all packaging. Although the warnings had been considered successful, studies had shown that more needed to be done. The revised regulations are much stronger than the previous warnings. There are 16 new statements that include "A single stroke can leave you helpless," "This is what dying of cancer looks like," and "Your kids are sick of your smoking." These warnings all are accompanied with very vivid graphics and must cover 75% of the cigarette package. Some examples include a tongue with oral cancer, a child coughing, and several people who are dying of cancer. In addition, there are four different toxic emission statements that have been reworded to create a better understanding of the effects, as well as a toll-free number for those who want to get help with quitting. -Refer to Warning Labels Scenario. The goal of the proposed warning labels is to reduce smoking among consumers on the belief that if consumers read these stronger statements and see the graphic depictions that the desired outcome will be achieved. What is the term for this change in behaviour resulting from the interaction between the consumer and the warning labels?

Subliminal persuasion is extremely effective.

Consumer perception involves two phases: sensing and organizing.

Which term refers to the attention that is beyond the conscious control of the consumer and that occurs as the result of exposure to surprising or novel stimuli?

All things equal, a consumer is more likely to pay attention to stronger stimuli than to weaker stimuli.

You work for a canned food trade association and are working on an advertising campaign to get consumers more aware of the nutritional benefits of canned foods, which is not something that consumers are really interested in paying attention to. Discuss the factors that get attention and describe how a print ad can be developed employing each factor.

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

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

The term cognitive refers to a mental or thinking process.

Barry is really interested in wine, so he is likely to pay attention to advertisements and articles about this product. That's because knowing more about this product is very relevant to him. Which factor will most likely cause Barry to pay attention to a wine advertisement?

Selective perception includes selective exposure, selective attention, and selective retention.

Which of the following is NOT part of selective perception?

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

Consumers are bombarded with hundreds of marketing messages each day but "see" only a small portion of them because they screen out most of them. What is this an example of?

Which reactions might occur when consumers attempt to organize information?

Accommodation occurs when a consumer easily recognizes a round, red fruit as an apple.

In which type of unintentional learning is behaviour conditioned through reinforcement?