Exam 3: Consumer Learning Starts Here: Perception

Which term refers to the removal of bad stimuli as a way of encouraging behaviour?

IKEA is a large home furnishings retailer that offers good furniture at very low prices with stores all over the world. One way the company can offer such low prices is by having the customer assemble the furniture themselves. Therefore, instruction booklets accompanying the products usually rely heavily on pictures to make it easier for customers to understand how to put the furniture together. Even with pictures, though, it is often difficult to assemble the product. Sometimes, consumers will study the directions closely and still not understand what they are supposed to do. Which element of perception is NOT accomplished?

Which perspective focuses on the cognitive processes associated with comprehension that leads to consumer learning?

Which stimuli decrease the likelihood that a behaviour will occur again?

A group of people were asked to read a magazine for 20 minutes while a television was on in a distant corner of the room. On the television was a series of 10 commercials that repeated every five minutes. A week after this happened the same group was asked a series of questions that consisted of picking one product or another. The results of this experiment were that the products that were shown in the commercials were chosen more often than not. What does this example demonstrate?

Involvement refers to the personal relevance toward, or interest in, a particular product.

Learning can occur without even trying.

Shaping is a process through which the desired behaviour is altered over time, in small increments.

In classical conditioning, what term refers to the stimulus with which a behavioural response is already associated?

Implicit memory is memory for things that a person did not try to remember.

With classical conditioning, behaviour is conditioned through reinforcement.

Maria is travelling through Europe but doesn't speak any of the languages in the countries she's visiting. When she looks at signs and menus, she tries to sort the words into something recognizable so she might understand them. What is this process called?

Define consumer perception and briefly describe its three elements.

Voluntary memory occurs when a person is trying to remember the stimuli, such as when learning is intentional.

What is the just meaningful difference (JMD)?

Which type of memory develops when one is exposed to, attends to, and applies effort to remember?

In which type of learning do consumers simply sense and react (or respond) to the environment?

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. One graphic includes a picture of a tongue but it is diseased, making it difficult to immediately determine that the picture is of a tongue. However, with a little effort most consumers will be able to discern that the graphic is a picture of a tongue because of the shape and the accompanying statement concerning cancer. With respect to categorization, which reaction does this best illustrate?

When a cat learns to run to the kitchen when it hears the sound of the electric can opener, instrumental conditioning has occurred.

Marketers use the term noise to describe the idea that consumers are often bombarded with too much information in their daily lives.