Weeks 9-10

Question 1

Perception

Answer 1

Process by which individuals receive, select and interpret stimuli to form meaningful and coherent pictures of the world (can be conscious or sub-conscious); we behave based on our own view of reality rather than objective truth

Question 2

Social Proof

Answer 2

People pay attention to what others are doing, act along with others e.g. Big Bang Theory with/without laugh track

Question 3

Scarcity

Answer 3

When something is in short supply, people view it as a signal that it is desirable; FOMO makes it harder for us to think carefully

Question 4

Perception Process

Answer 4

Sensory Stimuli > Sensory Receptors > Exposure > Attention > Interpretation

Question 5

Absolute Threshold

Answer 5

Absolute minimum level that we can detect stimuli and experience sensation for a particular sensory receptor

Question 6

Sensory Differential

Answer 6

The ability of the sensory system to detect changes or difference between two stimuli

Question 7

Just Noticeable Difference (JND)

Answer 7

The minimum difference that can be detected between two stimuli; relative to the first stimulus

Question 8

Weber’s Law

Answer 8

The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different

Question 9

Perceptual Blocking

Answer 9

Tuning out on stimuli
inconsistent with our own
needs, values or attitudes

Question 10

Perceptual Defense

Answer 10

Screening out stimuli that are important NOT to see, even if we have already been exposed; may be because we find it psychologically threatening

Question 11

Consumer Learning

Answer 11

Learning is constantly evolving and developing; based upon acquired knowledge, not instincts; can be intentional or incidental

Question 12

Behavioural Learning Theories

Answer 12

Based on the assumption that learning takes place as a result of observable responses to external stimuli; if people have a ‘predictable’ response to a known stimuli, it is suggested that they have ‘learned’

Question 13

Black Box Approach

Answer 13

Interested in the inputs and outcomes of learning, rather than the process of learning

Question 14

Classical Conditioning

Answer 14

Taught to behave predictably through the pairing and repetition of unconditioned stimulus

Question 15

Repetition

Answer 15

Increases strength of association, slows process of forgetting, causes advertising wear-out

Question 16

Stimulus Generalisation

Answer 16

Making the same response to slightly different stimuli (i.e. inability to perceive differences between slightly dissimilar stimuli). Marketplace imitators want the consumer to generalise.

Question 17

Stimulus Discrimination

Answer 17

The consumer specifically selects a stimulus from amongst similar
stimuli, due to perceived differences. Marketplace leaders want the consumer to discriminate.

Question 18

Operant Conditioning

Answer 18

A behavioural theory where learning occurs through a trial and error process process; habits are formed as a result of rewards (positive reinforcement) received for certain behaviours or responses

Question 19

Positive Reinforcement

Answer 19

Addition of pleasant stimulus; If I do this, I get something good e.g. chocolate given to Penny when good

Question 20

Positive Punishment

Answer 20

Addition of unpleasant stimulus; If I do this, I get something bad e.g. Leonard gets sprayed with water when bad

Question 21

Negative Reinforcement

Answer 21

Removal of unpleasant stimulus; If I do this, the bad thing goes away e.g. Leonard want Penny and Sheldon to stop arguing, so he gives in to Sheldon’s rules

Question 22

Negative Punishment

Answer 22

Removal of pleasant stimulus; If I do this, I lose something good e.g. When Leonard breaks the roommate agreement, Sheldon takes away his Wi-Fi privileges

Question 23

Cognitive Learning Theories

Answer 23

Suggests that learning involves complex mental processes like problem-solving, with a focus on internal motivation and understanding rather than just rewards or repetition.

Question 24

Iconic Rote

Answer 24

Learning the associations between two or more concepts in the absence of conditioning.

Question 25

Vicarious

Answer 25

When consumers observe the actions of others and note reinforcements received for these behaviours; Marketers can reinforce or punish consumers indirectly

Question 26

Reasoning

Answer 26

The most complex form of cognitive learning. One-sided vs. two-sided arguments

Question 27

Long-term Memory

Answer 27

Complex networks of evolving nodes and links, information is constantly reorganised; episodic (like a photo album in your mind), semantic (like a mental dictionary or fact book)