Exam 3: Consumer Learning Starts Here: Perception

In instrumental conditioning, all reinforcement must be positive. Otherwise, behavioural change will not occur.

Sheri was having a few friends over and she served edamame as a snack. Bob thought she was serving peas because that's the only thing he thought came in pods like that. Sheri explained that edamame is soy beans. For Bob to recognize edamame in the future, which cognitive organization reaction must occur?

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

The JND (just noticeable difference) represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same.

Which term refers to the personal relevance toward, or interest in, a particular product?

Juan noticed that the price of his favourite brand of soft drink decreased, so he purchased more than he usually would have purchased. Which concept is this an example of?

Depending on the extent to which a stimulus can be categorized, three possible reactions may occur: assimilation, accommodation, or contrast.

Hans searched the Internet, talked to friends, and visited several stores when deciding on a new cellphone. Hans was engaged in proactive learning.

On your way to school or work today, you passed by many billboards and there likely were many advertisements on the radio, but you only saw or heard a few of them. In terms of selective perception, which of the following does this represent?

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

What is the process through which a desired behaviour is altered over time, in small increments?

Sensing represents a delayed response to stimuli that has come into contact with one of the consumer's five senses.

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

Attention is the purposeful allocation of information-processing capacity toward developing an understanding of something.

Attention refers to the interpretation or understanding that a consumer develops about some stimulus.

In instrumental conditioning, discriminative stimuli are stimuli that are differentiated from other stimuli because they alone signal the presence of a reinforcer.

Which term refers to the finding that consumers will prefer an object to which they have been exposed compared to one to which they have not been exposed?

Which element of selective perception is demonstrated by paying attention to only certain stimuli?

Sensation describes a consumer's immediate response to information.

In classical conditioning, the primary stimulus is the stimulus with which a behavioural response is already associated.