Exam 3: Consumer Learning Starts Here: Perception

Which response occurs when a stimulus has characteristics such that individuals readily recognize it as an example of a specific category?

Most consumers set out to specifically learn information about cars before making a purchase. Many search the Internet and visit dealerships before deciding which one to purchase. What type of learning does this represent?

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. While the stronger and more graphic labels will be on packages that smokers see, many will choose not to read or look closely at them or actually read the message and process the image in the warning. What is this an example of?

The movie Slumdog Millionaire is about a young man who won on the television show Who Wants to Be a Millionaire by being able to answer the questions correctly based on his life experiences, not formal education. Apparently, he learned without even trying. What is this an example of?

The first stage of the perceptual process is comprehension.

Cognition refers to the process by which the human brain assembles the sensory evidence into something recognizable.

Mary's cat learned to associate the sound from the electric can opener with being fed, so every time Mary used the can opener, her cat would run into the kitchen. In terms of classical conditioning, what is the electric can opener?

The JMD (just meaningful 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 of the following is memory for things that a person did not try to remember, as with things learned passively and unintentionally?

Which term refers to a change in behaviour that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction?

Natalie was trying to house train her new puppy, Beaux, so every time he went to the bathroom outside, she praised him for being such a good dog and gave him a treat. Beaux eventually learned the behaviour Natalie desired and was soon able to let her know when he had to go outside to relieve himself. What is the term for this type of conditioning through reinforcement?

Which of the following is the purposeful allocation of information-processing capacity toward developing an understanding of some stimulus?

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. What is Health Canada relying on to get smokers' attention regarding the health risks of smoking?

Which theory of learning focuses on changes in behaviour that occur through responses to stimuli without concern for the cognitive mechanics of the process?

Explain the role of perception in learning. Can learning take place without perception?

The process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses is called attention.

A car company decides to use a bright red vehicle in its advertisements as opposed to a white one. Which factor is being used to gain consumers' attention?

The cost for a 30-second advertising slot on the Super Bowl was $3.5 million in 2012, and that's on top of the costs to produce the commercial. Advertisers are spending $3.5 million to activate which aspect of the consumer perception process?

Due to rising commodity costs, food companies like Kraft and McDonald's raised prices. The price increases for some products were big enough that some consumers balked. Which point did these companies apparently exceed?

Sandra and her husband are considering the purchase of a new washer and dryer. They don't know much about high efficiency appliances, so they search the Internet, talk to friends and family, and visit several stores to enable them to make a good decision. Which type of learning are Sandra and her husband engaged in?