Exam 3: Consumer Learning Starts Here: Perception

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

Perception represents an objective reality.

Behaviors often cease when reinforcers are no longer present.

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

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

Natalie was trying to house train her new puppy,Beaux.Every time he "did his business" outside,she praised him for being a good dog and gave him a treat.Beaux eventually learned the behavior Natalie desired and was soon able to alert her every time he wanted to relieve himself.This type of learning is referred to as _____.

In classical conditioning,behavior is conditioned through reinforcement.

According to the cognitive perspective to learning,the human brain is a "black box."

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

Subliminal processing refers to the way in which consumers can be influenced without their brains sensing exposure to any kind of stimuli.

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

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.

The JMD (just meaningful difference)represents the smallest amount of change in a stimulus that would influence consumer consumption and choice.

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 _____.

_____ refers to the process through which the desired behavior is altered over time,in small increments,where the focus is on rewarding "small" behaviors that lead to the "big" behavior ultimately desired.

Marketers need to know how consumers will react to unknown words when creating the name for a new product or new company.

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 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?

All things equal,a consumer is more likely to pay attention to stronger stimuli than to weaker stimuli.

Exposure represents the first step to learning.