Ch 3 Flashcards
Perception
Consumer’s awareness and interpretation of reality
Exposure
Process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of the five human senses
Sensation
Consumer’s immediate response to a stimulus
Attention
Purposeful allocation of information-processing capacity toward developing an understanding of some stimulus
Cognitive organization
Process by which the human brain assembles sensory evidence into something recognizable
Assimilation
State that results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category
Accommodation
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
Contrast
State that results when a stimulus does not share enough in common with existing categories to allow categorization
Anthropomorphism
Giving humanlike characteristics to inanimate objects
Selective exposure
Process of screening out certain stimuli and purposely exposing oneself to other stimuli
Selective attention
Process of paying attention to only certain stimuli
Selective distortion
Process by which consumers interpret information in ways that are biased by their previously held beliefs
Subliminal processing
Way that the human brain deals with very low-strength stimuli, so low that one cannot notice anything
Absolute threshold
Minimum strength of a stimulus that can be perceived
Subliminal persuasion
Behavior change induced by subliminal processing
JND
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
Weber’s Law
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
JMD
just meaningful difference
Smallest amount of change in a stimulus that would influence consumer consumption and choice
Explicit memory
Memory that develops when a person is exposed to, attends, and tries to remember information
Implicit memory
Memory for things that a person did not try to remember
Preattentive effects
Learning that occurs without attention
Mere exposure effect
Effect that leads consumers to prefer a stimulus to which they’ve previously been exposed
Mere association effect
The transfer of meaning between objects that are similar only by accidental association
Product placements
Products that have been placed conspicuously in movies or television shows
Involuntary attention
Attention that is beyond the conscious control of a consumer
Orientation reflex
Natural reflex that occurs as a response to something threatening
Involvement
The personal relevance toward, or interest in, a particular product
Unintentional learning
Learning that occurs when behavior is modified through a consumer-stimulus interaction without any effortful allocation of cognitive processing capacity toward that stimulus
Intentional learning
Process by which consumers set out to specifically learn information devoted to a certain subject
Behaviorist approach to learning
Theory of learning that focuses on changes in behavior due to association without great concern for the cognitive mechanics of the learning process
Information processing (or cognitive) perspective learning
Perspective that focuses on the cognitive processes associated with comprehension and how these precipitate behavioral changes
Classical conditioning
Change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes some reaction; a type of unintentional learning
Unconditioned stimulus
Stimulus with which a behavioral response is already associated
Conditioned stimulus
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
Unconditioned response
Response that occurs naturally as a result of exposure to an unconditioned stimulus
Conditioned response
Response that results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus
Instrumental conditioning
Type of learning in which a behavioral response can be conditioned through reinforcement - either punishment or rewards associated with undesirable or desirable behavior
Positive reinforcers
Reinforces that take the form of a reward
Discriminative stimuli
Stimuli that differentiate one choice from another through the presence of a reinforcer
Shaping
Process through which a desired behavior is altered over time, in small increments
Punishers
Stimuli that decrease the likelihood that a behavior will persist
Negative reinforcement
Removal of harmful stimuli as a way of encouraging behavior
Extinction
Process through which behaviors cease due to lack of reinforcement
Learning (evaluation)
Change in behavior resulting from some interaction between a person and a stimulus
