Lecture 9+10 AI generated

Question 1

Describe the four components of the model of information processing in consumer attention and choice.

Answer 1

The four components include exposure, attention, perception, and decision.

Question 2

Describe the cocktail party effect.

Answer 2

The phenomenon of being able to focus on a single speaker while filtering out other stimuli.

Question 3

Define selective attention.

Answer 3

The ability to focus on a particular area, acting as a flashlight beam in our attention.

Question 4

How does bottom-up processing work in selective attention?

Answer 4

It starts with a stimulus, without a pre-perceived idea, directing cognition based on external data.

Question 5

Explain top-down processing in selective attention.

Answer 5

It begins with a goal or idea in mind, constructed by cognition, and driven by conceptual data.

Question 6

What is inattentional blindness?

Answer 6

Failing to perceive a visible object or event when attention is elsewhere.

Question 7

Describe change blindness.

Answer 7

Failing to notice changes in the environment when attention is focused elsewhere.

Question 8

Describe subliminal exposure in perception.

Answer 8

Subliminal exposure in perception refers to being exposed to stimuli for less than half a second, influencing behavior without conscious awareness.

Question 9

Define perception in the context of cognition.

Answer 9

Perception in cognition involves decoding and assigning meaning to attended information, particularly when related to working memory and accessible knowledge.

Question 10

How do biases manifest in perception?

Answer 10

Biases in perception can lead to phenomena like overestimating the length of vertical lines compared to horizontal lines, showcasing how our perceptions can be influenced by cognitive distortions.

Question 11

Explain the concept of health belief formation.

Answer 11

Health belief formation involves the process of choosing healthy options, which can be influenced by informational (external sources like nutrition labels) or inferential (using learned relationships like personal rules of thumb) factors.

Question 12

What are the potential reasons for the failure of nutrition labeling in directing consumer choices?

Answer 12

Nutrition labeling may fail to influence consumer choices due to reasons such as lack of exposure, information not being attended to, misinterpretation of information, or the limited weight of information in final decisions.

Question 13

Describe the self-report method for measuring consumer attention.

Answer 13

The self-report method involves consumers indicating how often they seek out nutrition information, often through interviews or surveys, with health being a common choice criterion. However, this method may suffer from overreporting due to factors like social desirability or post-rationalization.

Question 14

Describe choice experiments in consumer research.

Answer 14

Choice experiments involve people making decisions from systematically varied choice situations where the presence or absence of information is manipulated. Attention processes are inferred from decision outcomes, with a key example being conjoint analysis.

Question 15

What is the purpose of a conjoint analysis in consumer research?

Answer 15

Conjoint analysis helps understand how consumers trade-off product attributes to make decisions. It involves selecting a subset of possible combinations for each respondent to analyze consumer preferences for each attribute.

Question 16

How are visual search tasks used in psychological research?

Answer 16

Visual search tasks require individuals to detect and identify relevant information within a visual field quickly and accurately. They have a long history in fundamental psychological research.

Question 17

Define eye tracking and its application in research.

Answer 17

Eye tracking is a technique that tracks eye movements and fixation patterns using infrared light. It records where the eye is looking and for how long, helping researchers understand visual attention and perception.

Question 18

Explain the relationship between visual search tasks and food identification.

Answer 18

In visual search tasks, people tend to spot foods faster than non-food items. Additionally, thin individuals are quicker at identifying foods compared to others.

Question 19

How does a choices logo impact healthiness judgment and purchase intention in consumer research?

Answer 19

A choices logo can influence healthiness judgment positively and impact purchase intention. However, claims and image have a stronger effect on consumer decisions.

Question 20

What are the attributes participants are asked to rate in consumer research studies?

Answer 20

Participants are typically asked to rate products on attributes like healthiness, indulgence, naturalness, satiety, attractiveness, and willingness to purchase.

Question 21

Describe fixation in eye tracking research.

Answer 21

Fixation in eye tracking occurs when an individual’s gaze is fixed on one position for a period, allowing researchers to understand where attention is focused.

Question 22

Describe the process of visual information and planning new eye movements.

Answer 22

The process involves rapid eye movements called saccades, limited processing of visual information, and potential head movement for larger eye movements.

Question 23

What is priming in the context of food cues and health goals?

Answer 23

Priming is a technique where exposure to one stimulus influences a response to a subsequent stimulus without conscious guidance, often used to steer attention towards goal-congruent choices like healthier food products.

Question 24

How do children with autism differ in their engagement during conversations regarding eye movements?

Answer 24

Children with autism tend to focus on the mouth rather than the eyes, missing important cues, which can impact their conversational engagement.

Question 25

Define associative network in long-term memory.

Answer 25

An associative network consists of familiar concepts represented as nodes connected by paths, where exposure to one concept triggers the activation of related concepts.

Question 26

What role does visual attention play in health goal priming and food selection?

Answer 26

Visual attention is crucial as it determines areas of interest through eye-tracking measures, influencing consumers to choose healthier options by looking longer at healthy foods.