Exam 3: Consumer Learning Starts Here: Perception

What are two major approaches found in behavioural learning theory?

Which law states that as the intensity of the initial stimulus increases, a consumer's ability to detect differences between two levels of the stimulus decreases?

Natalie walked by a bakery and her first response was a feeling of desire for something tasty because of the alluring aroma coming from the store. What is the term for the immediate response Natalie experienced?

Selective cognition involves paying attention to only certain stimuli.

Classical conditioning and cognitive conditioning are two major approaches found in behavioural learning theory.

Which term describes a consumer's immediate response after exposure to a stimulus?

To be effective, the conditioned stimuli should be presented before the unconditioned stimuli, and the paring of the two should be done consistently and with repetition.

Daysha was watching a movie when she noticed branded products being shown conspicuously, such as the main character driving a BMW and drinking a Coca-Cola. Later the character's Apple computer was delivered via UPS. What are these examples of?

Think of something you know how to do well. Was your knowledge of this activity the result of intentional or unintentional learning? Be sure to explain the difference between the two types of learning in your explanation.

Mesha read a magazine article and found out that we are supposed to consume 25 grams of fibre a day and that fruits, vegetables, and whole grains are good sources of fibre. The next time she went to the store, she purchased whole wheat bread and more fruits and vegetables than she would have if she hadn't read that article. What prompted this change in Mesha's behaviour?

What term refers to a consumer's awareness and interpretation of reality?

Tanya bought a certain brand of soft drink only when she had a coupon for it. In other words, she purchased that brand only when she was rewarded for doing so and ceased purchasing it when the reward was no longer present. What is this an example of?

With reactive learning, 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. Some smokers put their cigarette package in a plastic holder that covers up the information on the package. What is this decision by consumers to not even see the warning an example of?

Explain instrumental conditioning and describe how it can be useful in marketing.

In the absence of attention, what type of effects are created by implicit memories?

Monique stopped smoking by listening to tapes of music that had "don't smoke" embedded within. The message was just loud enough for her brain to perceive it but it was not obvious when listening to the music. What is this an example of?

Explain the JND concept and how it can be applied in marketing practice.

Many store brand packages look similar to national name brand packages. This is done with the hope that consumers' awareness of and interpretation of the package design might lead them to think the less expensive store brand is just as good as the more expensive name brand. What are marketers attempting to influence within consumers in such cases?

Subliminal stimuli are below the cognitive threshold of perception.