CB ch. 3

sensing

(consumer perception phase 1) Immediate response to stimuli that have come into contact with one of the consumer's five senses, Necessary for learning

cognitive organization

(consumer perception phase 2) Process by which the human brain assembles sensory evidence into something recognizable

reacting

(consumer perception phase 3) End of the perceptual process, Occurs as a response or behavior, Includes physical and mental responses to the stimuli encountered

classical conditioning

(unintentional learning) a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction (most famous experiment by Pavlov) ** (scenario about training a pet)

exposure, attention, comprehension

3 elements of consumer perception ** (which element comes first? :exposure)

learning

Change in behavior resulting from interaction between a person and a stimulus ** (different definition: question at the end of test)

JND (just noticeable difference)

Condition in which one stimulus is stronger than another so that one can notice that the two are not the same ** (definition)

perception

Consumer's awareness and interpretation of reality, Shapes learning and behavior ** (definition)

implicit memory

Memory for things that a person did not try to remember, Creates preattentive effects

sensing, organizing, reacting

The consumer perception process (3 steps) **

sensation

a consumer's immediate response to this information

product placements

a way of promoting specific products/brands by placing them in movies or tv shows so people remember that brand and relate it to the medium chosen (transformers camaro) **

sensory marketing

actively seeking to engage consumers' senses as the primary aspect of the value proposition

mere exposure effect

another way that consumers can lear unintentionally. consumers will prefer stimuli they have previously been exposed to over stimuli they haven't seen before

webster's law

as the intensity of the initial stimulus increases, a consumer's ability to detect differences between the two levels of the stimulus decreases ** (definition)

subliminal persuasion

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

instrumental conditioning

behavior is conditioned through reinforcement-either punishment or rewards associated with undesirable or desirable behavior (positive reinforcers)

intentional learning

consumers set out to specifically learn information devoted to a certain subject

unintentional learning

consumers simply sense and react to the environment. learning without trying to learn, do not attempt to comprehend the information presented (classical conditioning and instrumental conditioning) ** (definition)

ways to enhance attention

intensity of stimuli, contrast, movement, surprising stimuli, size of stimuli, and involvement

selective distortion

interpret information in ways that are biased by their previously held benefits (perception) **

preattentive effects

learning that is developed in the absence of attention (implicit memory creates this)

explicit memory

memory for information one is exposed to, attends to, and applies effort to remember

conditioned stimulus

object or event that does not cause the desired response naturally but can be conditioned to do so by pairing with an unconditioned stimulus (the bell) **

mere association effect

occurs when meaning transfers between two unrelated stimuli that a consumer gets exposed to simultaneously

selective attention

paying attention to only certain stimuli (perception) **

exposure

process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses **

selective perception

rather than processing all stimuli, consumers are selective in what they expose themselves to, what they attend to, and what (how) they comprehend (exposure, attention, distortion) **

unconditioned response

reponse that occurs naturally as a result of exposure to an unconditioned stimulus (salivation from the meat powder) **

consumer perception

represents a subjective reality, during the perceptual process, consumers are exposed to stimuli, devote attention to stimuli, and attempt to comprehend stimuli

JMD (just meaningful difference)

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

conditioned response

response that results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus (slobbering from the bell because dogs were trained) **

selective exposure

screening out most stimuli and exposing oneself to only a small portion of stimuli (perception) ** (removing stimuli to *submerse* yourself with only certain stimuli)

unconditioned stimulus

stimulus with which a behavioral response is already associated (meat powder that naturally lead to slobbering) **

absolute threshold

the minimum strength needed for a consumer to perceive a stimulus ** (definition)

attention

the purposeful allocation of information processing capacity toward developing an understanding of some stimulus **

subliminal processing

the way in which the human brain senses low strength stimuli,below the level of conscious awareness (unintentional learning)

comprehension

when consumers attempt to derive meaning from information they receive