Exam 3: Consumer Learning Starts Here: Perception

Susan has an aversion for Zoco,a fast food chain.When a health journal reports on an ingredient used by Zoco as having a potential health risk,Susan's aversion is strengthened.Now,Susan advises all her friends and relatives to avoid Zoco,even though other fast food chains use the same ingredient.Which of the following offers the most likely explanation for Susan's reaction to the journal report?

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.The idea of a garden with no flowers required a little getting used to for one of Mr.Roth's clients.However,the client was pleased with the garden's aesthetics as he wanted it to be a little different.With respect to cognitive categorization,which of the following reactions best illustrates the client's response?

You work for a canned food trade association.The management wants you to work on an advertising campaign to increase consumers' awareness of the nutritional benefits of canned foods.Discuss the factors that will garner attention of the consumers and how a print ad can be developed employing each factor.

Marketers use the term "noise" to describe the idea that the environment often bombards consumers with too much information in their daily lives.

In instrumental conditioning,all reinforcement must be positive for behavioral change to occur.

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

Jazzy,a personal care products manufacturer,incorporated customers' suggestions in designing its new brand of safety razors for men.However,when it reached the market,customers could not perceive any improvement from the old razors.The customers' reaction indicates that the new razor design failed to register a(n)_____ difference when compared with the old one.

Everyday on his drive to work,Hank passes by many billboards and many ads play on the radio in his car.However,he only sees and hears a few of them.This is an example of selective distortion.

John has very little knowledge of cheese and seldom buys it.However,when he is invited to dinner by a friend,a self-confessed cheese lover,John feels obligated to buy cheese for him.When he comes back home after dinner,John finds that the Stilton cheese he randomly chose and bought was displayed on the calendar in his kitchen.Which of the following is most likely to account for John's choice of cheese?

Shaping is a process through which the desired behavior is altered over time,in small increments.

The term cognitive refers to a mental or thinking process.

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

Perception represents an objective reality.

Mesha read a magazine article and found out that a normal healthy adult should consume 25 grams of fiber a day and that fruits,vegetables,and whole grains are good sources of fiber.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 the article.This change in Mesha's behavior is an example of _____.

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

Attention is the purposeful allocation of information-processing capacity toward developing an understanding of some stimulus.

Which of the following perspectives to learning focuses on the cognitive processes associated with comprehension that lead to consumer learning?

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.Which of the following terms refers to this instantaneous response that Natalie experienced?

Henry met an old friend,a fitness enthusiast,at his high school reunion.The friend convinced him of the long-term health benefits of following a fitness regimen.Following this interaction,he registered for a membership in the neighborhood fitness center,a move Henry had deliberately avoided in the past.This change in Henry's behavior can be attributed to _____.

Selective attention involves paying attention to only certain stimuli.