Exam 3: Consumer Learning Starts Here: Perception

Comprehension is an important topic for marketers because this stage determines the effectiveness of marketing communication.

The process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses is called attention.

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

Consumers are undiscriminating in the information to which they pay attention.

Choco Fond,a dessert place,introduced a new product that is served piping hot unlike their usual cold desserts.Choco Fond's customers were initially apprehensive of it.However,after trying it,they found it creamy and sweet like everything else on Choco Fond's menu,even though it looks nothing like the other products on the menu.Which of the following reactions is most likely to account for the customers' cognitive categorization of the new product?

The attempt to derive meaning from information is known as _____.

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.A mother who wanted a fairy tale garden for her daughters was very happy with the service provided by Petals and Palettes.According to her,the garden was just as she wanted it to be.With respect to cognitive categorization,which of the following reactions best illustrates her response?

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.A client who wanted his garden to have a "bit of an air of sophistication without any major change," complained "the grass was still green" and that he could not see any "refinement." The client's reaction indicates that the new landscape failed to register a(n)_____ difference when compared with the old one.

According to the behaviorist approach to learning,the human mind acts much like a computer.

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.One proposed graphic includes a picture of a set of diseased and distorted human lungs that makes it difficult to immediately identify them as a set of lungs.However,with a little effort most consumers will be able to discern what the graphic actually is because of the accompanying statement concerning cancer.Which of the following reactions is most likely to account for the customers' cognitive categorization of the new product?

A company that produces a popular brand of pasta decides against increasing product price.Instead,the management decides to decrease the quantity of packed content from 100gms to 90gms.According to the management,a price increase would risk losing its brand loyal consumers who relate to the brand as affordable.This is an attempt to retain the consumers' _____ of their product.

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

In the case of intentional learning,consumers simply sense and react (or respond)to the environment and do not attempt to comprehend the information presented.

Most consumers set out to specifically learn information about cars before making a purchase.Many search the Internet and visit dealerships before finalizing the purchase.Which of the following types of learning does this represent?

_____ 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.

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.

_____ involves screening out most stimuli and exposing oneself to only a small portion of stimuli.

Selective distortion is the process by which:

Tanya bought a certain brand of soft drink only when she had discount coupons for it and she discontinued purchasing that soft drink brand when the discount coupons ran out.This discontinuation is an example of _____.