Chapter 3 Flash cards

Question 1

What is learning?

Answer 1

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

Question 2

What is perception?

Answer 2

awareness and interpretation of reality.

Question 3

What is exposure?

Answer 3

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

Question 4

What is Sensation?

Answer 4

consumer’s immediate response to a stimulus

Question 5

What is sensory marketing?

Answer 5

actively seeking to engage customers’ senses

Question 6

What is attention?

Answer 6

allocation of information-processing capacity toward learning some stimulus.

Question 7

What is Grounded cognition?

Answer 7

theory that suggests that senses influence thoughts and meaning independent of effortful thinking

Question 8

What is cognitive organization?

Answer 8

how the brain assembles sensory evidence into something recognizable

Question 9

What is assimilation?

Answer 9

the process of taking in and fully understanding information or ideas.

Question 10

When does assimilation occur?

Answer 10

Assimilation occurs when a stimulus has characteristics such that individuals readily recognize it as an example of a specific category.

Question 11

When does accommodation occur?

Answer 11

Accommodation occurs when a stimulus shares some, but not all, of the characteristics that allow it to fit neatly in an existing category.

Question 12

When does contrast occur?

Answer 12

Contrast occurs when a stimulus does not share enough in common with existing categories to allow categorization.

Question 13

What is selective exposure?

Answer 13

screening out most stimuli and exposing oneself to only a small portion of stimuli.

Question 14

What is selective attention?

Answer 14

paying attention to only certain stimuli.

Question 15

What is selective distortion?

Answer 15

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

Question 16

What is exposure?

Answer 16

stimulus is brought within the proximity of a consumer so that it can be sensed.

Question 17

What is subliminal processing?

Answer 17

the way in which the human brain senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness.

Question 18

What is threshold of perception?

Answer 18

the minimum strength needed for a consumer to perceive a stimulus.

Question 19

What is subliminal persuasion?

Answer 19

behavior change induced or brought about based on subliminally processing a message.

Question 20

What is Just Noticeable Difference or JND?

Answer 20

represents how much stronger one stimulus has to be relative to another

Question 21

What is Weber’s Law?

Answer 21

law that states that the stronger the initial stimuli the harder it is for a customer to tell two stimulus apart.

Question 22

What is the Just Meaningful Difference or JMD?

Answer 22

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

Question 23

What do retailers say a product has to be discounted by to be effective?

Answer 23

20%

Question 24

What is explict memory?

Answer 24

memory that a person tries to remember.

Question 25

What is Implicit Memory?

Answer 25

memory for things that a person did not try to remember

Question 26

What is preattentive effects?

Answer 26

learning that occurs without attention

Question 27

What is the mere exposure effect?

Answer 27

idea that consumers will prefer stimuli they have been previously exposed to over stimuli they have not seen before.

Question 28

If all things are equal to customers prefer familiar or unfamiliar?

Answer 28

Familair

Question 29

What is a subliminal message?

Answer 29

message is one presented in the subconcious

Question 30

With the mere exposure effect what has to be true?

Answer 30

The stimulus is evident and people could pay attention to it if they wanted to.

Question 31

What is the mere association effect?

Answer 31

the transfer of meaning between objects that are similar on accident

Question 32

What is product placement?

Answer 32

intentional insertions of branded products within media content not otherwise seen as advertising

Question 33

What is involuntary attention?

Answer 33

subconcious and occurs as the result of exposure to surprising or novel stimuli.

Question 34

What is an orientation reflex?

Answer 34

a protective naturatl response to a threat from the environment.

Question 35

What are the factors to help create attention?

Answer 35

- contrast - movement - surprising stimuli - the size of stimuli - involement

Question 36

What is unintentional learning?

Answer 36

learning that occurs without any intentonal effort on the part of the person.

Question 37

What is intentional learning?

Answer 37

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

Question 38

What is the behavorist approach to learning?

Answer 38

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

Question 39

What is classical conditioning?

Answer 39

Associate an involuntary response and a stiumulus

Question 40

What is information (cognitive) perspective?

Answer 40

learning perspective that focuses on the cognitive processes associated with comprehension and how these precipitate behavioral changes

Question 41

What is unconditioned stimulus?

Answer 41

stimulus that leads to an automatic response. Example food in pavlovs experiment

Question 42

What is conditioned stimulus?

Answer 42

conditioned stimulus makes an organism react to something because it is associated with something else. For example, Pavlov's dog learned to salivate at the sound of a bell.

Question 43

What is conditioned response?

Answer 43

an automatic response established by training

Question 44

What is instrumental conditioning?

Answer 44

Voluntary action woth punishment or reward right after.

Question 45

What is positive renofrcers?

Answer 45

reinforcers that take the form of a reward

Question 46

What is discrminitave stimuli?

Answer 46

stimuli that occur solely in the presence of a reinforcer

Question 47

What is shaping?

Answer 47

Using reinforcement to make sure good behavior continues.

Question 48

What is punishers?

Answer 48

stimuli that decrease the likelihood that a behavior will persist

Question 49

What is extinction?

Answer 49

process through which behaviors cease due to lack of reinforcement