Exam 3: Consumer Learning Starts Here: Perception

Behaviors often cease when reinforcers are no longer present.

Explain the concept of classical conditioning.

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

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 so that they can make a good decision.Sandra and her husband are engaged in _____ learning.

_____ refers to a change in behavior resulting from the interaction between a person and a stimulus.

_____ refers to a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction.

Explain instrumental conditioning and with the help of an example describe how it can be useful in marketing.

Consumers learn marketing-related information both intentionally as well as unintentionally.

Consumers confront a barrage of marketing messages each day.Banner ads on websites,billboards,and print media are some of the agents through which these messages are communicated to the consumers.However,most consumers "see" only a few of these messages and screen out the rest.This process of filtering out stimuli is known as _____.

Which of the following concepts 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 statements is true regarding the factors that gain consumers' attention?

LANDSCAPING SCENARIO Petals and Palettes is a firm that provides landscaping services. Mr. Edward Roth, the chief agriculturist of the firm, in an interview to a home and garden magazine, talks about how landscaping can be a tightrope walk. "Our prices vary vastly according to what our clients want. A major haul may cost anything between $300,000 or more for an area spanning a 100 sq.ft. We try and give our clients their money's worth." Mr. Roth explains further, "However, we cannot rule out times when our opinion differs with the client's opinion of 'worth'. We had a client who wanted his garden to have a 'bit of an air of sophistication without major change.' I suggested switching to a finer, more delicate grass. However, when it was done he complained that 'the grass was still green' and that he cannot see any 'refinement.' So, it's important to know exactly what the client wants and get to the specifics of it in detail." Such stories should not discourage interested entrepreneurs from foraying into landscaping. "Another client asked for something novel and a little different. So, we installed only colored leaves. The idea of a garden with no flowers required a little getting used to for him but he was pleased with the aesthetics." The work gives you an opportunity to brighten people's lives. "Once, a mother came with the request for a 'fairy tale garden' for her daughters. So, we had water bodies with lilies, lotuses and mermaids; bronze statues of different characters from famous fairy tales. The mother beamed, 'It's as it should be." A word of caution, however, its not just happy endings all the way in the land of landscaping. "We gave a full refund to a client who wanted us to recreate his childhood. We created a green and lush environment with swings on trees, but unfortunately, he grew up in an arid country with sparse vegetation. So, what we gave him "never gave him a feeling of his childhood" as it was very different from where he grew up." -Refer to Landscaping Scenario.When a client and Petals and Palettes have different interpretations about whether the service is "worth" the client's money,it is an example of a difference in _____.

Which of the following approaches to learning focuses on changes in one's conduct that occur as conditioned responses to stimuli,without concern for the cognitive mechanics of the process?

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

Which of the following is a natural reflex that occurs as a response to a threat from the environment and represents a protective behavior?

Weber's Law states that as the intensity of the initial stimulus decreases,a consumer's ability to detect differences between two levels of the stimulus decreases.

The behavior change induced when the human brain processes stimuli that occur below the level of human consciousness is known as _____.

_____ memory represents stored information concerning stimuli one is exposed to but does not pay attention to.

_____ occurs when a stimulus shares some,but not all,of the characteristics that would lead it to fit neatly in an existing category.

_____ learning occurs when behavior is modified through a consumer-stimulus interaction without a cognitive effort to understand a stimulus.