Exam 3: Consumer Learning Starts Here: Perception

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

Research examining subliminal processing suggests that subliminal persuasion is a very effective marketing tool.

Advertisements that feature promotions such as buy-one-get-one-free offers essentially signal that customers will get value in some form of a reward when they perform a specific purchasing activity. These offers employ the strategy of _____.

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

Natalie walks by a bakery, and her first response to the aroma coming from the store is a desire to eat something sweet and delicious. Which of the following terms refers to this instantaneous response that Natalie experienced?

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 help garner attention of the consumers and how a print ad can be developed employing each factor.

Jason, a personal care product manufacturer, incorporates customers' suggestions in designing a new line of safety razors for men. The new product is launched with thinner, finer blades. However, when the new razors reach the market, customers fail to notice any improvement in them. In the given scenario, the customers' reactions indicate that the new razor design has failed to register the _____.

Perception represents an objective reality.

The second stage in the perceptual process is marked by reaction.

Selective attention is an unconscious effort made by a consumer to perceive subliminal stimuli.

Tanya buys a certain brand of soft drink only when she gets discount coupons for it. She discontinues purchasing it when the discount coupons run out. This is an example of _____.

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

Mark tried to recall the answer to a question in his economics exam but was unable to do so. This is because the answer to that particular question had failed to register in his implicit memory.

ChocoTruk Inc., a restaurant that specializes in desserts, introduces a square-shaped ice cream cone made of soft marshmallow instead of the usual crunchy biscuit. However, ChocoTruk's customers do not seem too enthusiastic about it as it does not fit their idea of a traditional cone. Which of the following is most likely responsible for this customer reaction?

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

Explain the concept of classical conditioning.

Describe the following processes-assimilation, accommodation, and contrast. Which of the aforementioned processes is likely to occur in each of the following situations?a. A consumer picks up an unfamiliar piece of fruit that looks like a tiny orange, but it is about the size of a walnut instead of the size of a typical orange. The skin and smell of the fruit are similar to that of an orange.b. A consumer sees a vehicle similar to the car he or she drives.c. A consumer sees a new dish made of steak, blue cheese, and barbecue sauce under the light breakfast menu.

Effects of subliminal persuasion are highly significant in bringing about behavioral changes in consumers.

In order to deal with the declining effectiveness of traditional advertising, marketers are finding unique ways to reach out to target customers. Integrating their goods with popular television programs is one such way. This type of advertising in which actors are shown using branded products is an example of _____.

In order to increase the sales of pizzas in a shopping mall, the management decides to insert very brief flashes of pizza images in movies that are being played at the theatre. The marketing strategy used in this scenario is known as _____.