Exam 3: Consumer Learning Starts Here: Perception

Selective perception includes selective exposure, selective attention, and selective retention.

The term cognitive refers to a mental or thinking process.

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

In instrumental conditioning, all reinforcement must be positive. Otherwise, behavioral change will not occur.

Most of us turn our heads toward an unexpected loud sound, such as a loud crack of thunder or a gun shot. This startled response is the result of a(n) _____.

Attention is the purposeful allocation of information-processing capacity toward developing an understanding 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 requires stronger and graphic health warnings to appear on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed nine new textual warning statements that are much stronger than previous warning statements. The new warning statements include statements such as "Cigarettes are addictive," "Cigarettes cause cancer," and "Tobacco smoke may harm your children." These statements will be accompanied by color graphics depicting the negative health effects of smoking. Some of the proposed graphics include 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 dictates 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. -Refer to Warning Labels Scenario. While the stronger and graphic labels will be on packages and advertisements that smokers see, many will choose not to read them or look closely at them and actually read the message and process the image in the warning. This is an example of _____.

_____ refers to the personal relevance toward, or interest in, a particular product.

Monique stopped smoking by listening to tapes of music that had "don't smoke" embedded within. The message was just loud enough for her brain to perceive it but it was not obvious when listening to the music. This is an example of _____.

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 requires stronger and graphic health warnings to appear on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed nine new textual warning statements that are much stronger than previous warning statements. The new warning statements include statements such as "Cigarettes are addictive," "Cigarettes cause cancer," and "Tobacco smoke may harm your children." These statements will be accompanied by color graphics depicting the negative health effects of smoking. Some of the proposed graphics include 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 dictates 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. -Refer to Warning Labels Scenario. One proposed graphic includes a picture of a set of human lungs but they are diseased, making it difficult to immediately determine that the picture is of a set of lungs. However, with a little effort most consumers will be able to discern that the graphic is a picture of diseased lungs because of the shape and the accompanying statement concerning cancer. With respect to categorization, which reaction does this best illustrate?

You work for a canned food trade association and are working on an advertising campaign to get consumers more aware of the nutritional benefits of canned foods, which is not something that consumers are really interested in paying attention to. Discuss the factors that get attention and describe how a print ad can be developed employing each factor.

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

The process through which the desired behavior is altered over time, in small increments is called _____.

Mesha read a magazine article and found out that we are supposed to consume 25 grams a 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 that article. This change in Mesha's behavior is an example of _____.

Sensing represents a delayed response to stimuli that has come into contact with one of the consumer's five senses.

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

Negative reinforcement refers to the removal of bad stimuli as a way of encouraging behavior.

Which of the following represent stimuli that decrease the likelihood that a behavior will occur again?

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

Subliminal stimuli are below the cognitive threshold of perception.