Exam 3: Consumer Learning Starts Here: Perception

A local winery decides to run a television ad on an English station in Italian. Which factor is being used to gain the consumers' attention?

Health Canada has advised Canadians to cut down on salt intake because it can lead to health problems such as heart disease and stroke. Bob doesn't believe all that because his grandfather always puts a lot of salt on his food and he's 90 years old. Which element of Bob's selective perception does this illustrate?

The mere exposure effect has the greatest effect on familiar objects.

Where do subliminal stimuli occur?

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

What occurs in the process of selective distortion?

One way marketers are dealing with the declining effectiveness of traditional advertising due to technology such as digital video recorders allowing viewers to zoom past commercials is to get their products integrated into television programs. In some shows, for example, actors are seen driving a Toyota Prius or drinking a Pepsi. What is the term for this practice?

Behaviours often cease when reinforcers are no longer present.

Which term refers to a change in behaviour resulting from the interaction between a person and a stimulus?

The perceptual process ends with some reaction.

Perception refers to a change in behaviour resulting from the interaction between a person and a stimulus.

Henrik has set aside three hours where he will do nothing else but study for his upcoming marketing exam. He turns off his television, phone, and computer because he knows he will not be able to focus on his textbook otherwise. Which element of perception do these actions best represent?

Comprehension is the consumer's attempt to derive meaning from information received.

What is a natural reflex that occurs as a response to a threat from the environment and represents a protective behaviour?

The first step in the perceptual process involves bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses. What is the term for this step?