Ch 3

Question 1

Perception

Answer 1

Consumer’s awareness and interpretation of reality

Question 2

Exposure

Answer 2

Process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of the five human senses

Question 3

Sensation

Answer 3

Consumer’s immediate response to a stimulus

Question 4

Attention

Answer 4

Purposeful allocation of information-processing capacity toward developing an understanding of some stimulus

Question 5

Cognitive organization

Answer 5

Process by which the human brain assembles sensory evidence into something recognizable

Question 6

Assimilation

Answer 6

State that results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category

Question 7

Accommodation

Answer 7

State that results when a stimulus shares some but not all of the characteristics that would lead it to fit neatly in an existing category, and consumers must process exceptions to rules about the category

Question 8

Contrast

Answer 8

State that results when a stimulus does not share enough in common with existing categories to allow categorization

Question 9

Anthropomorphism

Answer 9

Giving humanlike characteristics to inanimate objects

Question 10

Selective exposure

Answer 10

Process of screening out certain stimuli and purposely exposing oneself to other stimuli

Question 11

Selective attention

Answer 11

Process of paying attention to only certain stimuli

Question 12

Selective distortion

Answer 12

Process by which consumers interpret information in ways that are biased by their previously held beliefs

Question 13

Subliminal processing

Answer 13

Way that the human brain deals with very low-strength stimuli, so low that one cannot notice anything

Question 14

Absolute threshold

Answer 14

Minimum strength of a stimulus that can be perceived

Question 15

Subliminal persuasion

Answer 15

Behavior change induced by subliminal processing

Question 16

JND

Answer 16

Just noticeable difference

Condition in which one stimulus is sufficiently stronger than another so that someone can actually notice that the two are not the same

Question 17

Weber’s Law

Answer 17

Law that states that a consumer’s ability to detect differences between two levels of a stimulus decreases as the intensity of the initial stimulus increases

Question 18

JMD

Answer 18

just meaningful difference

Smallest amount of change in a stimulus that would influence consumer consumption and choice

Question 19

Explicit memory

Answer 19

Memory that develops when a person is exposed to, attends, and tries to remember information

Question 20

Implicit memory

Answer 20

Memory for things that a person did not try to remember

Question 21

Preattentive effects

Answer 21

Learning that occurs without attention

Question 22

Mere exposure effect

Answer 22

Effect that leads consumers to prefer a stimulus to which they’ve previously been exposed

Question 23

Mere association effect

Answer 23

The transfer of meaning between objects that are similar only by accidental association

Question 24

Product placements

Answer 24

Products that have been placed conspicuously in movies or television shows

Question 25

Involuntary attention

Answer 25

Attention that is beyond the conscious control of a consumer

Question 26

Orientation reflex

Answer 26

Natural reflex that occurs as a response to something threatening

Question 27

Involvement

Answer 27

The personal relevance toward, or interest in, a particular product

Question 28

Unintentional learning

Answer 28

Learning that occurs when behavior is modified through a consumer-stimulus interaction without any effortful allocation of cognitive processing capacity toward that stimulus

Question 29

Intentional learning

Answer 29

Process by which consumers set out to specifically learn information devoted to a certain subject

Question 30

Behaviorist approach to learning

Answer 30

Theory of learning that focuses on changes in behavior due to association without great concern for the cognitive mechanics of the learning process

Question 31

Information processing (or cognitive) perspective learning

Answer 31

Perspective that focuses on the cognitive processes associated with comprehension and how these precipitate behavioral changes

Question 32

Classical conditioning

Answer 32

Change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes some reaction; a type of unintentional learning

Question 33

Unconditioned stimulus

Answer 33

Stimulus with which a behavioral response is already associated

Question 34

Conditioned stimulus

Answer 34

Object or event that does not cause the desired response naturally but that can be conditioned to do so by pairing with an unconditioned stimulus

Question 35

Unconditioned response

Answer 35

Response that occurs naturally as a result of exposure to an unconditioned stimulus

Question 36

Conditioned response

Answer 36

Response that results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus

Question 37

Instrumental conditioning

Answer 37

Type of learning in which a behavioral response can be conditioned through reinforcement - either punishment or rewards associated with undesirable or desirable behavior

Question 38

Positive reinforcers

Answer 38

Reinforces that take the form of a reward

Question 39

Discriminative stimuli

Answer 39

Stimuli that differentiate one choice from another through the presence of a reinforcer

Question 40

Shaping

Answer 40

Process through which a desired behavior is altered over time, in small increments

Question 41

Punishers

Answer 41

Stimuli that decrease the likelihood that a behavior will persist

Question 42

Negative reinforcement

Answer 42

Removal of harmful stimuli as a way of encouraging behavior

Question 43

Extinction

Answer 43

Process through which behaviors cease due to lack of reinforcement

Question 44

Learning (evaluation)

Answer 44

Change in behavior resulting from some interaction between a person and a stimulus