Exam 3: Consumer Learning Starts Here: Perception

Sensing alone allows a consumer to make sense out of something.

WARNING LABELS SCENARIO Cigarette packages and advertisements have included warning labels for several years, but the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act) signed into law in 2009 required that stronger and more graphic health warnings appear on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed nine new textual warning statements that were much stronger than previous warning statements. The new warning statements included statements such as "Cigarettes are addictive," "Cigarettes cause cancer," and "Tobacco smoke may harm your children." These statements were to be accompanied by color graphics depicting the negative health effects of smoking. Some of the proposed graphics included a picture of diseased lungs, a man smoking with smoke coming out of a hole in his throat, rotted teeth and mouth cancer, a mother blowing smoke in her baby's face, and dead and dying people. The Tobacco Control Act dictated the placement of these statements and graphics on packages and advertisements, taking up at least 50 percent of the front of the package and at least 20 percent of the advertisement. Research reveals that the best way to quit is the reduce the intake of tobacco in small increments over time rather than an attempt to quit it altogether. -Refer to Warning Labels Scenario.The objective of introducing warning labels on cigarette packs is to reduce smoking among consumers,based on the belief that if consumers read these statements and look at the graphic depictions,the desired outcome will be achieved.This change in behavior resulting from the interaction between the consumer and the warning labels is referred to as _____.

Involuntary attention is attention that is in the control of the consumer and that occurs as a result of exposure to familiar stimuli.

WARNING LABELS SCENARIO Cigarette packages and advertisements have included warning labels for several years, but the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act) signed into law in 2009 required that stronger and more graphic health warnings appear on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed nine new textual warning statements that were much stronger than previous warning statements. The new warning statements included statements such as "Cigarettes are addictive," "Cigarettes cause cancer," and "Tobacco smoke may harm your children." These statements were to be accompanied by color graphics depicting the negative health effects of smoking. Some of the proposed graphics included a picture of diseased lungs, a man smoking with smoke coming out of a hole in his throat, rotted teeth and mouth cancer, a mother blowing smoke in her baby's face, and dead and dying people. The Tobacco Control Act dictated the placement of these statements and graphics on packages and advertisements, taking up at least 50 percent of the front of the package and at least 20 percent of the advertisement. Research reveals that the best way to quit is the reduce the intake of tobacco in small increments over time rather than an attempt to quit it altogether. -Refer to Warning Labels Scenario.Research reveals that the best way to quit is the reduce the intake of tobacco in small increments over time rather than an attempt at quitting it altogether.This is an example of achieving the desired behavior through _____.

Bob read a circular from the Department of Human Health and Safety,recommending a lower intake of salt as its high consumption can lead to health problems.Bob always believed that salt is good for health,as his grandfather who is 90 years of age,adds a lot of salt in his food.Bob rejects the information on the circular as rubbish.Which of the following will offer the most likely explanation for Bob's rejection?

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,actors are seen driving a Toyota Prius or drinking Pepsi.This sort of advertising is an example of _____.

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.A client,who wanted Petals and Palettes to recreate his childhood,got a full refund when he complained that their services "never gave him a feeling of childhood" as the lush green environment that they had created was very different from the arid desert he grew up in.With respect to cognitive categorization,which of the following reactions best illustrates the client's response?

A consumer's delayed response to information,that occurs as an afterthought,is known as sensation.

Sara gets information on different competing products and their prices on the Internet and utilizes the data gathered to settle for the best product in the market.In this example,the data gathered by Sara is most likely to be stored in _____ memory.

Which of the following terms describes a consumer's immediate response after exposure to a stimulus?

_____ is the process by which the human brain assembles the sensory evidence into something recognizable.

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

The phases of perception overlap with the concepts of exposure,attention,and comprehension.

Contrasting stimuli are extremely ineffective in getting attention.

In Pavlov's classical conditioning experiment,the salivation of the dogs on being exposed to the meat powder is an example of a(n)_____ response.

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

In classical conditioning,behavior is conditioned through reinforcement.

A light brown,slightly sticky,sweet,round food with a hole in the middle is easily recognized as a doughnut in nearly every part of the world.Which of the following consumer reactions to a stimulus is demonstrated in this example?

Many store brand packages look similar to national brand packages.This is done with the hope that consumers' awareness and interpretation of the package design might lead them to think of the less expensive store brand as qualitatively comparable with the more expensive national brand.This is an attempt to influence consumers' _____.

Voluntary memory is the memory for information one is exposed to,attends to,and applies effort to remember.