Exam 3: Consumer Learning Starts Here: Perception

Product placements involve branded products being shown or mentioned in movies or television shows.

Which type of memory is exhibited by a student who tries to remember all the definitions, goes over the textbook and notes, and answers the questions at the end of eachChapter while studying for a test?

The number of post-season college football bowl games has increased over the years. Even the most diehard football fan might not want to watch all of them. Most people just watch the ones they are most interested in. What is this an example of?

Which term refers to the process by which the human brain assembles the sensory evidence into something recognizable?

Explain the difference between punishers and negative reinforcers in shaping behaviour. Give an example of how each can be used in marketing.

Involuntary attention occurs when a person is startled by a loud noise and turns his head toward the source of the noise.

James is six-years-old and was looking at a game on television where players were tossing a small ball around using long sticks with a little net on the end with the objective to get it in the opponent's goal. He knew it wasn't soccer or hockey, but he couldn't figure out what it was. Finally, he had to ask his mother, who told him the sport was called lacrosse. Which cognitive organization reaction did James likely experience?

Learning requires attention.

Subliminal processing refers to the way in which consumers can be influenced without their brain even sensing being exposed to a stimulus.

On his way to work, Hank passes by many billboards and many ads play on the radio while he's driving, but he sees and hears only a few of them. This is an example of selective distortion.

Perception represents a subjective reality.

Which of the following often take the form of some type of reward?

Which term do marketers use to describe the idea that consumers are often bombarded with too much information in their daily lives?

Weber's Law states that as the intensity of the initial stimulus decreases, a consumer's ability to detect differences between two levels of the stimulus decreases.

Which term refers to the attempt to derive meaning from information?

What occurs when a stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category?

Describe the processes of assimilation, accommodation, and contrast and explain whether you think assimilation, accommodation, or contrast will 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 appears to be the same as an orange and it smells like an orange. b. A consumer sees a vehicle like the car they drive. c. A consumer sees a vehicle with two people in it flying 18 inches above the ground.

Most consumers easily recognize a round, bouncy toy as a ball. Which cognitive organization reaction has occurred?

Which concept represents how much stronger one stimulus has to be relative to another so that someone can notice the two are not the same?

Explain classical conditioning and describe an example of how a marketer can use it to influence consumers.