Podcast
Questions and Answers
Subliminal stimuli in movies can significantly alter consumers' preferences and make a brand more memorable.
Subliminal stimuli in movies can significantly alter consumers' preferences and make a brand more memorable.
False
Classical conditioning is a type of instrumental learning.
Classical conditioning is a type of instrumental learning.
False
Cognitive learning involves the acquisition of new behaviors through classical conditioning.
Cognitive learning involves the acquisition of new behaviors through classical conditioning.
False
Learning is a temporary change in behavior that occurs through experience.
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.
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.
Sensory marketing is an application of classical conditioning.
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Price perception is an application of instrumental learning.
Price perception is an application of instrumental learning.
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Modeling or observational learning is a type of cognitive learning.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
