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1. Comprehension refers to a consumer’s awareness and interpretation of reality.
a.
True
b.
False
ANSWER:
False
2. Research examining subliminal processing suggests that subliminal persuasion is a very effective marketing tool.
a.
True
b.
False
ANSWER:
False
3. Consumers are indiscriminating in the information to which they pay attention.
a.
True
b.
False
ANSWER:
False
4. Weber’s Law states that as the intensity of an initial stimulus decreases, a consumer’s ability to detect differences
between two levels of the stimulus decreases.
a.
True
b.
False
ANSWER:
False
5. Labib’s ability to recall an old radio jingle without any effort or intent is governed by his explicit memory.
a.
True
b.
False
ANSWER:
False
6. Contrasting stimuli are extremely ineffective in getting consumers’ attention.
a.
True
b.
False
ANSWER:
False
7. The size of a stimulus does not affect a consumer’s attention to observe or notice that particular stimulus.
a.
True
b.
False
ANSWER:
False
8. Perception represents an objective reality.
a.
True
b.
False
ANSWER:
False
9. Accommodation occurs when a consumer easily recognizes a round, red fruit as an apple.
a.
True
b.
False
ANSWER:
False
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10. A consumer stays neutral to both familiar and unfamiliar objects and is solely motivated by personal biases.
a.
True
b.
False
ANSWER:
False
11. While watching a movie, Suzy noticed that the characters in the movie often mentioned McKee’s Watering Hole, a
restaurant, in their conversations. After watching the movie, Suzy wanted to dine at McKee’s Watering Hole, though other
restaurants were less expensive. Suzy’s choice to dine at Mckee’s Watering Hole is a result of subliminal persuasion.
a.
True
b.
False
ANSWER:
False
12. With intentional learning, consumers simply sense and react (or respond) to the environment and do not attempt to
comprehend the information presented.
a.
True
b.
False
ANSWER:
False
13. In instrumental conditioning, reinforcements must be positive for behavioral change to occur.
a.
True
b.
False
ANSWER:
False
14. Implicit memory is the memory for information one is exposed to, attends to, and applies effort to remember.
a.
True
b.
False
ANSWER:
False
15. According to the behaviorist approach of learning, bits of knowledge are processed electronically to form meaning.
a.
True
b.
False
ANSWER:
False
16. In the context of selective perception, exposure represents the first step to learning.
a.
True
b.
False
ANSWER:
True
17. Paul tried the new healthy Marionette Marie biscuits but did not like their taste. He preferred the older Marie biscuits
for maintaining a consistent taste for past twenty years. Paul’s negative reaction to the new healthy Marie biscuits is a
result of selective exposure.
a.
True
b.
False
ANSWER:
False
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18. A brand image processed in implicit memory, meaning no attention was given to the image, can lead to greater liking.
a.
True
b.
False
ANSWER:
True
19. Both intentional and unintentional learning allow consumers to acquire knowledge about marketing-related
information.
a.
True
b.
False
ANSWER:
True
20. Effects of subliminal persuasion are highly significant in bringing about behavioral changes in consumers.
a.
True
b.
False
ANSWER:
False
21. The mere exposure effect cannot take place when there is no recall of the previous stimulus.
a.
True
b.
False
ANSWER:
False
22. Subliminal persuasion is behavior change induced or brought about based on selectively processing a message.
a.
True
b.
False
ANSWER:
False
23. The mere exposure effect works best when the consumer is distracted from processing the focal stimulus.
a.
True
b.
False
ANSWER:
True
24. Mark tried to recall the answer to a question in his economics exam but was unable to do so. This is because the
answer to that particular question had failed to register in his implicit memory.
a.
True
b.
False
ANSWER:
False
25. Every day on his drive to work, Hank passes by many billboards, and many advertisements play on the radio in his
car. However, he only sees and hears a few of them. This is an example of selective distortion.
a.
True
b.
False
ANSWER:
False
26. Behaviorist approach of learning is concerned with the cognitive mechanics of the process of learning.
a.
True
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b.
False
ANSWER:
False
27. A conditioned stimulus is one presented below the threshold of perception.
a.
True
b.
False
ANSWER:
False
28. The second stage in the perceptual process is marked by reaction.
a.
True
b.
False
ANSWER:
False
29. Conditioning represents a type of learning because it focuses on behavioral change that occurs through a consumer’s
interaction with the environment.
a.
True
b.
False
ANSWER:
True
30. The notion of grounded cognition suggests that bodily sensations influence thoughts and meaning independent of
effortful thinking.
a.
True
b.
False
ANSWER:
True
31. Instrumental conditioning has occurred when a cat learns to run to kitchen for food every time it hears the sound of an
electric can opener.
a.
True
b.
False
ANSWER:
False
32. Consumers with strong beliefs about a brand tend to comprehend messages about the brand either positively or
negatively, depending on their preexisting attitudes.
a.
True
b.
False
ANSWER:
True
33. To be effective, a conditioned stimuli should be presented after an unconditioned stimuli, and the pairing of the two
should be done consistently and with repetition.
a.
True
b.
False
ANSWER:
True
34. When choosing a new cell phone, Hans conducted an Internet search, talked to friends, and visited several stores. This
indicates that Hans was engaged in preattentive learning.
a.
True
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b.
False
ANSWER:
False
35. Selective attention is an unconscious effort made by a consumer to perceive subliminal stimuli.
a.
True
b.
False
ANSWER:
False
36. Which of the following approaches to learning focuses on the cognitive processes associated with comprehension and
how these precipitate behavioral changes?
a.
The behaviorist approach to learning
b.
The just noticeable difference theory
c.
The unintentional learning theory
d.
The information processing perspective
ANSWER:
d
37. _____ refers to the process by which the human brain assembles the sensory evidence into something recognizable.
a.
Subliminal processing
b.
Absolute threshold
c.
Cognitive organization
d.
Exposure
ANSWER:
c
38. According to which of the following factors of effective marketing communication are flashing lights and “pointing”
signage particularly effective tools for gaining consumer attention?
a.
Contrast
b.
Movement
c.
Surprising stimuli
d.
Involvement
ANSWER:
b
39. _____ refers to the purposeful allocation of information processing capacity toward developing an understanding of
some stimulus.
a.
Assimilation
b.
Exposure
c.
Sensation
d.
Attention
ANSWER:
d
40. Dessert Palaeice specializes in creating and selling unique bakes and ice creams. It introduces a specialty ice cream,
served with a salty sauce instead of its usual array of sweet sauces. Dessert Palaeice’s customers, though initially
apprehensive, welcome the change in taste. Which of the following reactions is most likely responsible for the customers’
cognitive categorization of the new product?
a.
Assimilation
b.
Apprehension
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c.
Accommodation
d.
Contrast
ANSWER:
c
41. Which of the following reactions is most likely to occur when a stimulus does not share enough in common with
existing categories to allow categorization?
a.
Assimilation
b.
Accommodation
c.
Contrast
d.
Extinction
ANSWER:
c
42. Raina is actively trying to memorize the names of her colleagues by trying to associate their names with their faces. In
this process, she is utilizing her _____.
a.
procedural memory
b.
explicit memory
c.
episodic memory
d.
implicit memory
ANSWER:
b
43. Which of the following statements is true of subliminal processing?
a.
Objects are perceived to have humanlike characteristics.
b.
Humans can process stimuli only above the absolute threshold.
c.
Low-strength stimuli are perceived unintentionally by humans.
d.
Purposeful allocation of information-processing capacity is developed.
ANSWER:
c
44. Jumbo Ring-O, a company that produces cereal product, changed the colors of its packaging box from dark brown to a
bright red with yellow highlights in order to attract more consumers, usually children between age group of four to twelve
years old. Which of the following factors was used by Jumbo Ring-O to improve its sale?
a.
Contrasting stimuli
b.
Size of stimuli
c.
Intensity of stimuli
d.
Surprising stimuli
ANSWER:
c
45. Which of the following statements is true of shaping?
a.
It transfers meaning between objects that are similar only by accidental association.
b.
It focuses on rewarding small behaviors that lead to the big behavior ultimately desired.
c.
It creates preattentive effects, learning that is developed in the absence of attention.
d.
It stores knowledge obtained from studying and paying close attention.
ANSWER:
b
46. _____ are reinforcers that take the form of a reward.
a.
Negative reinforcers
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b.
Conditioned stimuli
c.
Positive reinforcers
d.
Discriminative stimuli
ANSWER:
c
47. Which of the following statements is true of perception?
a.
It represents reality as it is and not as a subjective outlook on life.
b.
It serves as a foundation upon which consumer learning takes place.
c.
It highlights any changes in behavior of a person due to a stimulus.
d.
It demonstrates the effect of reality on human behavior.
ANSWER:
b
48. Sunrise Stores is a large retail store that offers a wide variety of products. Every time Richard visits it, he only focuses
on the things he needs, ignoring the other items displayed at the store. Which of the following is Richard exhibiting?
a.
Selective attention
b.
Assimilation
c.
Accommodation
d.
Selective distortion
ANSWER:
a
49. Mesha reads a magazine article and finds out that a normal healthy adult should consume 25 grams of fiber a day.
From the article, she also comes to know that fruits, vegetables, and whole grains are good sources of fiber. When Mesha
visits a supermarket next, she purchases whole wheat bread instead of white bread and a greater quantity of fruits and
vegetables than she did before reading the article. This change in Mesha’s behavior is an example of _____.
a.
learning
b.
attention
c.
perception
d.
accommodation
ANSWER:
a
50. A company that produces a popular brand of pasta decides against increasing its product price. Instead, the
management chooses to decrease the quantity of packed content from 100gms to 90gms. According to the management,
any move to increase the product price might result in the brand losing a major chunk of its loyal consumers who relate to
the brand as affordable. This is an attempt by the company to preserve the _____ of its consumers regarding its product.
a.
anticipation
b.
assimilation
c.
perception
d.
apprehension
ANSWER:
c
51. The first step in the perceptual process is called _____, which refers to the process of bringing some stimulus within
the proximity of a consumer so that it can be sensed by one of the five human senses.
a.
attention
b.
exposure
c.
comprehension
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d.
perception
ANSWER:
b
52. A state implemented a much needed hike in gasoline price, increasing it by $2. This was followed by a public outcry
against the price rise. A year later, the state again increased gasoline price by $2. This time, the public accepted it as
essential, though there was a general murmur of dissatisfaction. Which of the following best explains the reason for the
public’s acceptance?
a.
Theory X
b.
Skinner’s Law
c.
Weber’s Law
d.
Equity theory
ANSWER:
c
53. In order to increase the sales of pizzas in a shopping mall, the management decides to insert very brief flashes of pizza
images in movies that are being played at the theatre. The marketing strategy used in this scenario is known as _____.
a.
sensory marketing
b.
subliminal persuasion
c.
selective exposure
d.
product placement
ANSWER:
b
54. Jason, a personal care product manufacturer, incorporates customers’ suggestions in designing a new line of safety
razors for men. The new product is launched with thinner, finer blades. However, when the new razors reach the market,
customers fail to notice any improvement in them. In the given scenario, the customers’ reactions indicate that the new
razor design has failed to register the _____.
a.
mere exposure effect
b.
mere association effect
c.
just meaningful difference
d.
just noticeable difference
ANSWER:
d
55. Which of the following statements is true of the mere exposure effect?
a.
The mere exposure effect is created in the presence of attention.
b.
The preferences associated with the mere exposure effect are difficult to elicit.
c.
The size of the effect is not very strong relative to an effect created by a strong cohesive argument.
d.
The mere exposure effect works best when the consumer has a high involvement in processing the object.
ANSWER:
c
56. _____ refers to a design that gives humanlike characteristics to inanimate objects.
a.
Subliminal processing
b.
Accommodation
c.
Anthropomorphism
d.
Assimilation
ANSWER:
c
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57. In a correctional home, small gestures among fellow inmates, like helping each other at work, or offering food to the
needy, are rewarded with better treatment from the management and guarantee a more positive response at parole hearings
in the long run. This method of rehabilitation of convicts demonstrates _____.
a.
orientation reflex
b.
extinction
c.
classical conditioning
d.
shaping
ANSWER:
d
58. Sara receives information on different competing products and their prices on the Internet and utilizes the gathered
data to settle for the best product in the market. In this example, the data gathered by Sara is most likely to be stored in her
_____.
a.
explicit memory
b.
assimilated memory
c.
accommodation memory
d.
sensory memory
ANSWER:
a
59. In Pavlov’s classical conditioning experiment, the salivation of the dogs on being exposed to the meat powder is an
example of a(n) _____.
a.
orientation reflex
b.
selective distortion
c.
involuntary attention
d.
unconditioned response
ANSWER:
d
60. Most consumers set out to specifically learn information about cars before making a purchase. Many search the
Internet and visit dealerships before finalizing a purchase. Which of the following types of learning does this represent?
a.
Intentional learning
b.
Haptic learning
c.
Observational learning
d.
Spatial learning
ANSWER:
a
61. Advertisements that feature promotions such as buy-one-get-one-free offers essentially signal that customers will get
value in some form of a reward when they perform a specific purchasing activity. These offers employ the strategy of
_____.
a.
discriminative stimuli
b.
classical conditioning
c.
orientation reflexes
d.
surprising stimuli
ANSWER:
a
62. Which of the following statements is true of factors that generate consumer attention?
a.
Contrasting stimuli are extremely ineffective in getting attention.
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b.
All else equal, smaller items garner more attention than larger ones.
c.
Surprising stimuli are less likely to get consumers’ attention.
d.
Moving objects will garner more attention than stationary ones.
ANSWER:
d
63. Which of the following terms refers to the way in which the human brain senses low-strength stimuli, that is, stimuli
that occur below the level of conscious awareness?
a.
Subliminal persuasion
b.
Subliminal processing
c.
Assimilation
d.
Accommodation
ANSWER:
b
64. While watching a movie, Daysha notices that a few brands have been conspicuously integrated with its screenplay.
The main character drives a particular brand of car and drinks only a specific brand of beer. Daysha figures out that this is
a marketing strategy that employs _____.
a.
selective distortion
b.
selective exposure
c.
sensory marketing
d.
product placement
ANSWER:
d
65. _____ occurs when behavior is modified through a consumer-stimulus interaction without any effortful allocation of
cognitive processing capacity toward that stimulus.
a.
Classical conditioning
b.
Unintentional learning
c.
Just noticeable difference
d.
Just meaningful difference
ANSWER:
b
66. ChocoTruk Inc., a restaurant that specializes in desserts, introduces a square-shaped ice cream cone made of soft
marshmallow instead of the usual crunchy biscuit. However, ChocoTruk’s customers do not seem too enthusiastic about it
as it does not fit their idea of a traditional cone. Which of the following is most likely responsible for this customer
reaction?
a.
Contrast
b.
Extinction
c.
Accommodation
d.
Assimilation
ANSWER:
a
67. Which of the following refers to the process through which behaviors cease due to lack of reinforcement?
a.
Classical conditioning
b.
Instrumental conditioning
c.
Extinction
d.
Punishers
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ANSWER:
c
68. _____ occurs when a stimulus shares some, but not all, of the characteristics that allow it to fit neatly in an existing
category.
a.
Assimilation
b.
Accommodation
c.
Contrast
d.
Extinction
ANSWER:
b
69. Consumers confront a barrage of marketing messages each day. Banner ads on websites, billboards, and print media
are some of the agents through which these messages are communicated to the consumers. However, most consumers
“see” only a few of these messages and screen out the rest. This process of filtering out stimuli is known as _____.
a.
assimilation
b.
selective distortion
c.
attention
d.
selective exposure
ANSWER:
d
70. Bob reads a circular from the Department of Human Health and Safety. It recommends a lower intake of salt as a
measure to prevent health problems. However, Bob has always believed that salt is good for health. He has seen his 90-
year-old grandfather add extra salt to his food and still remain healthy. Bob, therefore, rejects the information in the
circular. Which of the following offers an explanation for Bob’s reaction?
a.
Assimilation
b.
Accommodation
c.
Selective distortion
d.
Subliminal processing
ANSWER:
c
71. Obed’s parents have promised Obed to buy him a new guitar if he scores good grades in his final semester exams. In
this scenario, the guitar acts as a(n) _____.
a.
negative punishment
b.
conditioned stimulus
c.
unconditioned response
d.
positive reinforcer
ANSWER:
d
72. Sandra and her husband want to purchase a new washer and dryer. They have limited knowledge of high-efficiency
appliances, so they search the Internet, talk to friends and family, and visit several stores so that they can make an
informed decision. Sandra and her husband are relying on_____.
a.
involuntary attention
b.
classical conditioning
c.
intentional learning
d.
implicit memory
ANSWER:
c
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73. Timmy was taught to identify a lion as an animal with a growling voice and thick mane. In his next visit to a zoo,
Timmy was able to easily spot a lion. Which of the following consumer reactions to a stimulus is demonstrated in this
example?
a.
Accommodation
b.
Assimilation
c.
Exposure
d.
Simulation
ANSWER:
b
74. While shopping for groceries, Nora picked up some Tumble Moo fruit juice. Even though it was not on her shopping
list, she bought it because she had seen some billboards advertising the product while on her way to the market. Nora’s
choice was influenced by her _____.
a.
explicit memory
b.
sensory memory
c.
implicit memory
d.
semantic memory
ANSWER:
c
75. Many store brand packages look similar to national brand packages. This is done with the hope that consumers’
awareness and interpretation of the package design might lead them to think of the less expensive store brand as
qualitatively comparable with the more expensive national brand. This is an attempt to influence consumers’ _____.
a.
orienting reflex
b.
unconditioned response
c.
perception
d.
superego
ANSWER:
c
76. Images and sounds can be displayed or heard for such a short period of time, or at such a low level of intensity, that
the brain cannot organize them and develop a meaning. Perception of such stimuli is governed by _____.
a.
absolute threshold
b.
selective attention
c.
cognitive organization
d.
subliminal processing
ANSWER:
d
77. Selective distortion is a process by which:
a.
a stimulus does not share enough in common with existing categories to allow categorization.
b.
a stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category.
c.
consumers readily recognize a piece of information by its characteristics and identify it as belonging to a
specific category.
d.
consumers interpret information in ways that are biased by their previously held beliefs.
ANSWER:
d
78. In order to deal with the declining effectiveness of traditional advertising, marketers are finding unique ways to reach
out to target customers. Integrating their goods with popular television programs is one such way. This type of advertising
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in which actors are shown using branded products is an example of _____.
a.
product customization
b.
product placement
c.
selective exposure
d.
selective distortion
ANSWER:
b
79. One of the popular conceptions about subliminal persuasion states that:
a.
consumers can induce marketers to lower prices on their products through subliminal persuasion.
b.
marketers can subliminally alter products or packages to make them more appealing to consumers.
c.
consumers deliberately choose to be influenced by subliminal messages to avoid taking decisions.
d.
marketers deliberately negate selling their products in order to increase their demands over time.
ANSWER:
b
80. Which of the following statements is true of the information processing perspective to learning?
a.
It assumes that all cognitive processes are behaviors themselves.
b.
It assumes that consumers directly respond to a stimuli to which they are exposed.
c.
It assumes that the description of what happens inside the human body can adequately explain human
behavior.
d.
It assumes that changes in thought and knowledge precipitate behavioral changes.
ANSWER:
d
81. Henry meets an old friend, Rita, at his high school reunion. Rita is a fitness enthusiast. She convinces Henry of the
long-term health benefits of following a fitness regimen. Following this interaction, Henry enrolls himself at a
neighborhood fitness center, something he had deliberately avoided in the past. This change in Henry’s behavior can be
attributed to _____.
a.
sensation
b.
differentiation
c.
accommodating
d.
learning
ANSWER:
d
82. Natalie walks by a bakery, and her first response to the aroma coming from the store is a desire to eat something sweet
and delicious. Which of the following terms refers to this instantaneous response that Natalie experienced?
a.
Exposure
b.
Comprehension
c.
Perception
d.
Sensation
ANSWER:
d
83. John has very little knowledge of cheese and seldom buys it for personal use. However, when he is invited to dinner
by a friend, a self-confessed cheese lover, John feels obligated to buy cheese for him. When he returns home after dinner,
John finds that the “Stilton cheese” he randomly chose and bought is displayed on the calendar in his kitchen. Which of
the following is most likely to account for John’s choice of cheese?
a.
Mere exposure effect
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b.
Just meaningful difference
c.
Selective distortion
d.
Selective exposure
ANSWER:
a
84. Natalie was trying to domesticate her new puppy, Beau. Every time he defecated outside, she praised him for being a
good dog and gave him a treat. Beau eventually learned the behavior Natalie desired and was soon able to alert her every
time he wanted to relieve himself. This type of learning is referred to as _____.
a.
instrumental conditioning
b.
classical conditioning
c.
respondent conditioning
d.
Pavlovian conditioning
ANSWER:
a
85. Mark avoids high-end brands as he considers them expensive. However, during one of his shopping trips, he notices
that a luxury cologne is being sold at a slightly lower price. He buys this cologne even though he has to pay more than he
usually does for a regular bottle of cologne. Which of the following has most likely influenced Mark’s buying behavior?
a.
Just noticeable difference
b.
Just meaningful difference
c.
Selective distortion
d.
Selective exposure
ANSWER:
b
86. Tanya buys a certain brand of soft drink only when she gets discount coupons for it. She discontinues purchasing it
when the discount coupons run out. This is an example of _____.
a.
orientation reflex
b.
shaping
c.
negative reinforcement
d.
extinction
ANSWER:
d
87. While crossing the road, Richard gets distracted by the ring of his cell phone. Some seconds later, he becomes aware
that a bike is heading straight toward him. In an attempt to avoid the bike, he moves to his right. He trips and injures his
right knee. Which of the following is most likely responsible for Richard’s reaction to the bike?
a.
Orientation reflex
b.
Just noticeable difference
c.
Positive reinforcer
d.
Selective distortion
ANSWER:
a
88. Attention that is beyond the conscious control of a consumer and that occurs as the result of exposure to surprising or
novel stimuli is known as _____.
a.
involuntary attention
b.
selective exposure
c.
grounded cognition
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d.
selective attention
ANSWER:
a
89. Zoco, a restaurant chain, introduced a new version of lemonade that was red in color and had a thick consistency. The
company had relied on the fact that its drink was different from other lemonades. However, the consumers did not respond
positively. What is the most likely reason for the consumers’ negative response?
a.
Extinction
b.
Selective distortion
c.
Assimilation
d.
Contrast
ANSWER:
d
90. Learning that is developed in the absence of attention is known as _____.
a.
selective distortion
b.
mere exposure effect
c.
selective attention
d.
preattentive effects
ANSWER:
d
91. Compare and contrast implicit and explicit memory with an example of each.
ANSWER:
Answers will vary. Implicit memory is memory for things a person did not try to remember, as with things
learned passively and unintentionally. An example of implicit memory is product placement, in which
branded products are placed conspicuously in movies or television shows. Explicit memory is the memory
for information one is trying to remember, such as when learning is intentional. For example, explicit
memory gets involved in the process of learning when a student is studying for an exam.
92. Explain the concept of classical conditioning.
ANSWER:
Answers will vary. Classical conditioning refers to a change in behavior that occurs simply through
associating some stimulus with another stimulus that naturally causes a reaction. An unconditioned response
naturally results from an unconditioned stimulus. Pairing the unconditioned stimulus with a conditioned
stimulus will eventually result in the same response as from the unconditioned stimulus even when the
unconditioned stimulus is not present. To be effective, the conditioned stimuli should be presented before the
unconditioned stimuli, and the pairing should be done consistently and with repetition.
93. You work for a canned food trade association. The management wants you to work on an advertising campaign to
increase consumers’ awareness of the nutritional benefits of canned foods. Discuss the factors that will help garner
attention of the consumers and how a print ad can be developed employing each factor.
ANSWER:
Answers will vary.
• Intensity of stimuli: a consumer is more likely to pay attention to stronger stimuli than to weaker
stimuli.
• Contrast: contrasting stimuli are extremely effective in getting attention.
• Movement—movement catches attention but is not really applicable in a print advertising context.
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consumer will begin processing, which allows exceptions to rules about the category. Contrast occurs when a
stimulus does not share enough in common with existing categories to allow categorization.In situation (a),
accommodation is likely to occur. Consumers will probably conclude that this unfamiliar fruit is a citrus fruit
like an orange.In situation (b), assimilation is likely to occur because the vehicle is easily recognized as an
automobile. In situation (c), contrast is likely to occur because the new dish made of steak, blue cheese, and
barbecue sauce does not share enough in common with existing light breakfast dishes to allow
categorization.
99. Explain the just noticeable difference (JND) concept and how it can be applied in marketing practice.
ANSWER:
Answers will vary. The 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. In general, the ability to detect differences between two
levels of a stimulus is affected by the original intensity of the stimulus. This is known as Weber’s Law, which
states that as the intensity of the initial stimulus increases, a consumer’s ability to detect differences between
two levels of the stimulus decreases.The JND has numerous implications for marketers:
• Pricing: Consumers do not perceive very small differences in price as truly different. Thus,
marketers may consider increasing prices in small increments as a way of avoiding negative backlash
from consumers. Conversely, a price reduction needs to be large enough so that consumers truly
perceive the new price as representing a savings.
• Quantity: Small differences in quantity are often not perceived as being different.
• Quality: Small improvements in quality may not have any impact on consumers, so any
improvements must be large enough to create a true perceptual difference.
• Add-on Purchases: A small additional purchase tacked onto a large one may not create the
perception of increased spending.
100. Explain the role of perception in learning. Can learning take place without perception?
ANSWER:
Answers will vary. Learning refers to a change in behavior resulting from the interaction between a person
and a stimulus. Perception refers to a consumer’s awareness and interpretation of reality. Accordingly,
perception serves as a foundation upon which consumer learning takes place. Perception plays a key role in
learning because consumers change behavior based on what they perceive. During the perceptual process,
consumers are exposed to stimuli, devote attention to stimuli, and attempt to comprehend stimuli. While
learning may be unintentional, perception is still necessary for learning to occur. With unintentional learning,
consumers simply sense and react to the environment. So even in this case perception takes place but it is not
intentional.