Chapter 3: Consumer Learning Starts Here: Perception

Question 1

Consumer’s awareness and interpretation of reality

Answer 1

Perception

Question 2

Consumer’s immediate response to a stimulus

Answer 2

Sensation

Question 3

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

Answer 3

Cognitive Organization

Question 4

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

Answer 4

Attention

Question 5

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

Answer 5

Exposure

Question 6

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

Answer 6

Learning

Question 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 to rules about the category

Answer 7

Accommodation

Question 8

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

Answer 8

Contrast

Question 9

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

Answer 9

Assimilation

Question 10

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

Answer 10

Selective Exposure

Question 11

Process of paying attention to only certain stimuli

Answer 11

Selective Attention

Question 12

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

Answer 12

Just Noticeable Difference (JND)

Question 13

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

Answer 13

Selective Distortion

Question 14

Way that the human brain deals with very low-strength stimuli, so low that the person has no conscious awareness

Answer 14

Subliminal Processing

Question 15

Minimum strength of a stimulus that can be perceived

Answer 15

Absolute Threshold

Question 16

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

Answer 16

Weber’s Law

Question 17

Behavior change induced by subliminal processing

Answer 17

Subliminal Persuasion

Question 18

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

Answer 18

Just Meaningful Difference

Question 19

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

Answer 19

Explicit Memory

Question 20

Memory for things that a person did not try to remember

Answer 20

Implicit Memory

Question 21

Products that have been placed conspicuously in movies or television shows

Answer 21

Product Placements

Question 22

Attention that is beyond the conscious control of a consumer

Answer 22

Involuntary Attention

Question 23

Learning that occurs without attention

Answer 23

Preattentive Effects

Question 24

Natural reflex that occurs as a response to something threatening

Answer 24

Orientation Reflex

Question 25

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

Answer 25

Involvement

Question 26

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

Answer 26

Unintentional Learning

Question 27

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

Answer 27

Intentional Learning

Question 28

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

Answer 28

Behaviorist Approach to Learning

Question 29

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

Answer 29

Unconditioned Response

Question 30

Approach that focuses on changes in thought and knowledge and how these precipitate behavioral changes

Answer 30

Information processing Perspective

Question 30

Stimulus with which a behavioral response is already associated

Answer 30

Unconditioned Stimulus

Question 32

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

Answer 32

Classical Conditioning

Question 33

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

Answer 33

Conditioned Stimulus

Question 34

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

Answer 34

Instrumental Conditioning

Question 35

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

Answer 35

Conditioned Response

Question 36

Stimuli that occur solely in the presence of a reinforcer

Answer 36

Discriminative Stimuli

Question 37

Reinforcers that take the form of a reward

Answer 37

Positive Reinforcement

Question 38

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

Answer 38

Shaping