Chapter 3: Consumer Learning Starts Here: Perception Flashcards
Consumer’s awareness and interpretation of reality
Perception
Consumer’s immediate response to a stimulus
Sensation
Process by which the human brain assembles sensory evidence into something recognizable
Cognitive Organization
Purposeful allocation of information-processing capacity toward developing an understanding of some stimulus
Attention
Process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of the five human senses
Exposure
Change in behavior resulting from some interaction between a person and a stimulus
Learning
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
Accommodation
State that results when a stimulus does not share enough in common with existing categories to allow categorization
Contrast
State that results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category
Assimilation
Process of screening out certain stimuli and purposely exposing oneself to other stimuli
Selective Exposure
Process of paying attention to only certain stimuli
Selective Attention
Condition in which one stimulus is sufficiently stronger that another so that someone can actually notice that the two are not the same
Just Noticeable Difference (JND)
Process by which consumers interpret information in ways that are biased by their previously held beliefs
Selective Distortion
Way that the human brain deals with very low-strength stimuli, so low that the person has no conscious awareness
Subliminal Processing
Minimum strength of a stimulus that can be perceived
Absolute Threshold
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
Weber’s Law
Behavior change induced by subliminal processing
Subliminal Persuasion
Smallest amount of change in a stimulus that would influence consumer consumption and choice
Just Meaningful Difference
Memory that develops when a person is exposed to, attends, and tries to remember information
Explicit Memory
Memory for things that a person did not try to remember
Implicit Memory
Products that have been placed conspicuously in movies or television shows
Product Placements
Attention that is beyond the conscious control of a consumer
Involuntary Attention
Learning that occurs without attention
Preattentive Effects
Natural reflex that occurs as a response to something threatening
Orientation Reflex
The personal relevance toward, or interest in, a particular product
Involvement
Learning that occurs when behavior is modified through a consumer-stimulus interaction without any effortful allocation of cognitive processing capacity toward that stimulus
Unintentional Learning
Process by which consumers set out to specifically learn information devoted to a certain subject
Intentional Learning
Theory of learning that focuses on changes in behavior due to association without great concern for the cognitive mechanics of the learning process
Behaviorist Approach to Learning
Response that occurs naturally as a result of exposure to an unconditioned stimulus
Unconditioned Response
Approach that focuses on changes in thought and knowledge and how these precipitate behavioral changes
Information processing Perspective
Stimulus with which a behavioral response is already associated
Unconditioned Stimulus
Change in behavior that occurs simply through associating some stimulus with an-other stimulus that naturally causes some reaction; a type of unintentional learning
Classical Conditioning
Object or event that does not cause the desired response naturally but can be conditioned to do so by pairing with an unconditioned stimulus
Conditioned Stimulus
Type of learning in which a behavioral response can be conditioned through reinforcement–either punishment or rewards associated with undesirable or desirable behavior
Instrumental Conditioning
Response that results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus
Conditioned Response
Stimuli that occur solely in the presence of a reinforcer
Discriminative Stimuli
Reinforcers that take the form of a reward
Positive Reinforcement
Process through which a desired behavior is altered over time, in small increments
Shaping
