week 4

Question 1

define learning and perception

Answer 1

learning: Change in behavior resulting from interaction between a person and a stimulus

Perception:Consumer’s awareness and interpretation of reality
Shapes learning and behavior

Question 2

what are the 3 elements of perception

Answer 2

Exposure: Bringing some stimulus within proximity of a consumer so that the consumer can sense it
Sensation: Consumer’s immediate response to a stimulus

Attention: Purposeful allocation of information-processing capacity toward developing an understanding of a stimulus

Comprehension: Consumers attempt to derive meaning from information they receive

Question 3

what is the perception process

Answer 3

Sensing
Immediate response to stimuli that have come into contact with one of the consumer’s five senses
Grounded cognition: Notion that bodily sensations influence thoughts and meaning independent of effortful thinking

Organizing
Cognitive organization: Process by which the human brain assembles sensory evidence into something recognizable

Reacting - End of the perceptual process
Occurs as a response or behaviour
Includes physical and mental responses to the stimuli encountered

Question 4

Explain and define the three types of selective perception

Answer 4

Selective exposure : Exposing oneself to certain stimuli and screening out the rest

Selective attention : Paying attention to only certain stimuli

Selective distortion: Interpreting of information in ways that are biased by previously held beliefs

Question 5

what is Subliminal Processing

Answer 5

The way that the human brain deals with very low-strength stimuli

Question 6

what is Subliminal persuasion

Answer 6

Behaviour change induced by subliminal processing

Question 7

JND (just noticeable difference):

Answer 7

One stimulus is stronger than another
One can notice that the two are not the same

Question 8

Weber’s law

Answer 8

Consumer’s ability to detect differences between two levels of a stimulus decreases as the intensity of the initial stimulus increases

Question 9

What Ways is JND used by marketers

Answer 9

Pricing - Consumers do not perceive small differences in price as truly different

Quantity - Small differences are not perceived as being different

Quality - Small improvements may not have any impact on consumers

Add-on purchases - Small additional purchases tacked onto a large purchase may not create the perception of increased spending

Change in product design - Small changes tend to go unnoticed

Question 10

what is Just meaningful difference (JMD)

Answer 10

Represents the smallest amount of change in a stimulus that would influence consumer consumption and choice.

Question 11

what are the 2 types of memory

Answer 11

Implicit memory for things that a person did not try to remember
Creates pre-attentive effects
Pre-attentive effects: Learning that occurs without attention

Explicit memory develops when a person is exposed to, attends, and tries to remember information

Question 12

explain Mere Exposure Effect and Mere Association Effect

Answer 12

Mere exposure effect
Consumers will prefer stimuli they have been previously exposed to over stimuli they have not seen before
Preattentive and used by marketers to improve attitudes marginally

Mere association effect
Transfer of meaning between objects that are similar only by accidental association
Marketers make sure to avoid any potentially negative but unintended associations