Questions and Answers
Subliminal stimuli in movies can significantly alter consumers' preferences and make a brand more memorable.
False
Classical conditioning is a type of instrumental learning.
False
Cognitive learning involves the acquisition of new behaviors through classical conditioning.
False
Learning is a temporary change in behavior that occurs through experience.
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Instrumental learning occurs as a result of mental processes, such as information retrieval and processing.
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Sensory marketing is an application of classical conditioning.
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Price perception is an application of instrumental learning.
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Modeling or observational learning is a type of cognitive learning.
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The process of decision making in consumer behavior does not involve problem recognition and information search.
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Memory is not an important aspect of the psychological core of consumer behavior.
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Cultural influence does not play a significant role in shaping consumer behavior.
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Motivation is not a key factor in the psychological core of consumer behavior.
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Perception occurs when stimuli are registered by only three of our senses: vision, hearing, and touch.
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The perceptual process does not involve exposure, attention, and interpretation.
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Exposure in the perceptual process refers to the interpretation of a stimulus.
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Subliminal perception is not a type of perception that occurs below the threshold of conscious awareness.
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The absolute threshold refers to the minimum level of stimulus intensity needed for a stimulus to be perceived.
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The differential threshold is the difference in intensity between two stimuli that makes them appear the same.
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A consumer's needs can influence their perception of a stimulus.
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Selective attention is when people only attend to stimuli that are consistent with their beliefs.
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A stimulus must be registered by our senses for it to be perceived.
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The differential threshold is also known as the just noticeable difference.
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The term "subliminal perception" refers to the perception of stimuli that are below the threshold of awareness.
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Subliminal messages are a highly effective and common marketing technique.
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Study Notes
Perception
- A stimulus is any object or event in the external environment.
- Attention is the process by which we devote mental activity to a stimulus, and it is selective, can be divided, and is limited.
- Interpretation refers to the meaning that people assign to sensory stimuli.
Factors That Shape Perception
- Stimulus characteristics: sensory characteristics and information content.
- Context.
- Consumer characteristics: needs, involvement, sensory and cognitive skills, familiarity, and expertise.
Perceptual Biases
- Selective exposure.
- Selective attention.
- Selective interpretation.
Perceptual Thresholds
- Stimuli are not registered if they fall below the perceptual threshold.
- The absolute threshold is the minimum level of stimulus intensity needed for a stimulus to be perceived.
- The differential threshold refers to the intensity difference needed between two stimuli before people can perceive that the stimuli are different.
Absolute Thresholds
- Vision: a candle flame 30 miles away.
- Hearing: a watch ticking 20 feet away.
- Smell: a drop of perfume in a six-room house.
- Taste: a teaspoon of sugar in a gallon of water.
- Touch: a wing of a fly on your cheek, dropped 1 cm (varies from person to person).
Subliminal Perception
- Perception of stimuli without being aware of them.
- Stimuli presented below the threshold level of awareness are called subliminal, and our perception of them is called subliminal perception.
- Subliminal stimuli can elicit primitive feeling responses, but they are often not sufficiently strong to alter consumers' preferences or to make a brand more memorable.
Learning
- Learning is acquiring a response to a stimulus.
- It refers to a relatively permanent change in behavior which comes with experience.
Classical Conditioning
- Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.
- Over time, the second stimulus causes a similar response because it is associated with the first stimulus.
- Marketing application: ads containing sexual stimuli.
Instrumental Learning
- Instrumental learning occurs as the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.
- Marketing application: repeat buying behavior due to satisfaction with a product.
Cognitive Learning
- Cognitive learning occurs as a result of mental processes, by acquiring new information (information retrieval, information processing, information integration).
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Description
This quiz covers the basics of perception, including stimuli, attention, and interpretation, and how they interact with our environment. It also touches on the factors that shape our perception.
