Chapter 3 CB
Classical conditioning
A change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction.
Perception
A consumer's awareness and interpretation of reality
Surprise
A jump scare is an example of _______ to enhance attention in consumers.
Size
A large display of Coca Cola cases is an example of _______ used to enhance attention in consumers
Orientation Reflex
A natural reflex that occurs as a response to a threat from the environment.
Cognitive Organization
A process by which the human brain assembles sensory evidence into something recognizable. Like sorting mail. (Consumer Perception Phase)
Shaping Behavior
A process through which the desired behavior is altered over time, in small increments
Contrast
Adding a pop of color to a black & white poster is an example of _______ to enhance attention in consumers.
Sensing
An immediate response to stimuli (Consumer Perception Phase)
Involuntary Attention
Attention that is beyond the conscious control of a consumer. Occurs as a result of exposure to surprising or novel stimuli.
Clutter
Bombarded too much information
Product Placement
Branded products being shown conspicuously
Selective Distortion
Consumers interpret information in ways that are biased by their previously held beliefs. You see and remember what you want to remember.
Intentional Learning
Consumers set out to specifically learn information devoted to a certain subject.
Mere Exposure Effect
Consumers will prefer an object (stimuli) to which they have been exposed to over stimuli they have not seen before. (Choosing a free coke over a free, never before seen, brand). This effect occurs when there is no recall of the previous stimulus.
Negative
Contrast is usually associated with ________ feeling.
Sensation
Describes a consumer's immediate response after exposure to a stimulus
Behaviorist Approach to Learning
Focuses on changes in behavior that occur through responses to stimuli without concern for the cognitive mechanics of the process. If you do A, then B will happen.
Reaction
If an object is successfully recognized, chances are some nearly automatic reaction takes place. (Consumer Perception Phase)
Entertainment
In advertising, _______ is not optional.
Anthropomorphism
It refers to a design that gives human like characteristics to inanimate objects. Having the animal or object behave as if it is human.
Implicit Memory
It represents stored information concerning stimuli one is exposed to but does not pay attention to. Creates Pre-attentive Effects.
International; unintentional
Learning can be ___________ or ________________
Preattentive Effects
Learning that is developed in the absence of attention. EX: jingles like "Nationwide is on your side."
Intense Stimuli
Loud Volume, fast motion are examples of _______ to enhance attention in consumers.
Classical conditioning & Instrumental conditioning
Major approaches found in behavioral learning theory are ________ conditioning and ______ conditioning.
Explicit Memory
Memory for information one is exposed t, attend to, and applies effort to remember
Computer
Mind acts like a ___________.
Movement
Moving or flashing screens are examples of _______ to enhance attention in consumers.
Contrast
Occurs when a stimulus does not share enough in common with existing categories to allow categorization. (Organization reaction/response)
Assimilation
Occurs when a stimulus has characteristics such that individual readily recognize it. (Organization reaction/response)
Accommodation
Occurs when a stimulus shares some, but not all of the characteristics that would lead to it to fit neatly in an existing category. (Organization reaction/response)
Unintentional learning
Occurs when behavior is modified through a consumer-stimulus interaction without a cognitive effort to understand a stimulus.
Protective
Orientation Reflex represents a ___________ behavior.
Selective Attention
Paying attention to only certain stimuli. Paying attention only to messages that address a need or interest.
Subjective
Reactions are very _______________.
Involvement
Refers to the personal relevance a consumer feels towards a particular product. Used as a way to enhance attention in consumers. The more involving an object, the greater the chance that the object will be attended to.
Just Noticeable Difference (JND)
Represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same
JMD Just Meaningful Difference
Represents the smallest amount of change in a stimulus that would influence consumer consumption and choice
Exposure, Attention, Distortion
Selective Perception: Selective ______________, Selective ______________, and Selective __________.
True
Sensing alone does not allow a consumer to make sense out of something
JND: Marketing Implication -> Improved Quality Small change: Large change:
Small change: BAD Large change: GOOD
JND: Marketing Implication -> Price Increases Small change: Large change:
Small change: GOOD Large change: BAD
JND: Marketing Implication -> Quantity Decreases Small change: Large change:
Small change: GOOD Large change: BAD
JND: Marketing Implication -> Add-on Purchase $ Small change: Large change:
Small: GOOD Large: BAD
Low-strength Stimuli
Stimuli that occur below the level of conscious awareness
Mind
Stimulus and response: The ____ is of little concern.
Examples of Explicit Memory
Studying for a CB exam, Practicing a speech, remembering birthdays of special people, learning a new language
Assimilation, Accommodation, Contrast
The Three Organization Reactions/Responses
Exposure, Attention, and Comprehension
The Three Steps in the Perceptual Process
Comprehension
The attempt to derive meaning from information. (Step in Perceptual Process)
Subliminal Discrimination
The behavior change induced when the human brain processes stimuli that occur below the level of human consciousness.
Weber's Law
The law states that as the intensity of the initial stimulus increases, a consumer's ability to detect differences between two levels of stimulus decreases
Absolute Threshold of perception
The minimum strength needed for a consumer to perceive a stimulus.
Ivan Pavlov
The most famous classical conditioning experiment was performed by psychologist ...
Exposure
The process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of the 5 senses. (Step in Perceptual Process)
Attention
The purposeful allocation of cognitive capacity toward understanding some stimulus. (Perceptual Process)
Subliminal Stimulus
The strength of a ________ __________ is lower than the absolute threshold of perception.
Subliminal Processing
The way in which the human brain senses low-strength stimuli
Information Processing Perspective:
This perspective to learning focuses on the cognitive processes associated with comprehension that lead to consumer learning. It assumes that changes in thought and knowledge precipitate behavioral changes.
Behavioral Learning Perspective
Unintentional Learning can be approached from the ________ _______ _______.
Instrumental Conditioning
Uses reinforcement to condition behavior
Intense Stimuli Contrast Movement Surprise Size Involvement
What are 6 ways to enhance attention?
Sensing, Organizing, Reacting
What are the three Consumer Perception Phases
20%
What percentage of change is enough for consumers to notice or engage in?
Extinction
When reinforcers are no longer present behaviors often cease.
Value; perception
________ Involves learning, and consumer learning begins with ______________
Positive Reinforcement
___________ reinforcement often takes the form of some type of reward
Learning
a change in behavior resulting from the interaction between a person and a stimulus
Selective Exposure
involves screening out most timelines and exposing oneself to only a small portion of stimuli
Attention
purposeful allocation of information-processing capacity toward developing an understanding of some stimulus (Step in Perceptual Process)
Punishers
the stimuli that decreases the likelihood that a behavior will occur again.