Marketing Chapter 3 Topic Ahead Defining Learning And Perception Blooms Knowledge Difficulty Easy What Does

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Topic: A-head: Defining Learning and Perception

Bloom’s: Knowledge

Difficulty: Easy

2. *What does consumer perception mean?

3. In what ways can a consumer be exposed to a marketing stimulus?

4. List the stages in the consumer perception process.

5. In what stage do consumers develop an interpretation of a stimulus?

6. *What are the three possible results from the cognitive organization process? Give

examples of each.

7. What is the difference between an absolute threshold and a just noticeable difference?

Answer: An absolute threshold is the minimum strength of a stimulus that can be

perceived. The just noticeable difference is how different one stimulus has to be relative to

another so that someone can notice that the two are not the same.

BUSPROG: Analytic

DISC: Customer

LO: 3-2 | 3-3

Topic: A-head: Consumer Perception Process | Applying the JND Concept

Bloom’s: Comprehension

Difficulty: Moderate

8. Define anthropomorphism. How can it be used in trying to sell a product like an

automobile or bottled beverage?

9. What do you think of the ethics of subliminal advertising attempts or sexually embedded

advertising? Why do you believe that there have been so few legal actions aimed at

stopping subliminal advertising?

10. Provide three examples each of how consumers might learn through explicit and implicit

memory.

11. Explain under what conditions a marketer might believe that an advertising execution

involving mere exposure might effectively cause consumers to “learn” to like a product.

How would a researcher test to see whether the mere exposure effect held for brand logos?

12. *Define attention. What are ways that consumer attention can be enhanced?

Answer: Attention is the purposeful allocation of cognitive capacity toward understanding

some stimulus. Consumer attention can be enhanced in the following ways:

• Intensity of Stimuli: All things equal, a consumer is more likely to pay attention to

stronger stimuli than to weaker stimuli. Loud sounds, like a loud advertisement,

capture more attention than quieter sounds and can create an orientation reflex.

• Contrast: Contrasting stimuli are extremely effective in getting attention. Today’s

newspapers are often filled with color, so a color advertisement is less prominent. A

black-and-white image in a magazine filled with color, however, can stand out.

• Movement: Items in movement simply gain attention. Flashing lights and “pointing”

signage are particularly effective tools for gaining consumer attention.

• Surprising Stimuli: Unexpected stimuli gain consumers’ attention.

• Size of Stimuli: All else equal, large items garner more attention than smaller ones.

• Involvement: Involvement refers to the personal relevance a consumer feels towards

a particular product.

BUSPROG: Reflective Thinking

DISC: Customer | Promotion

LO: 3-1 | 3-5

Topic: A-head: Enhancing Consumers’ Attention

Bloom’s: Application

Difficulty: Challenging

13. What are some of the key behavioral learning principles of consumer behavior?

14. What is the key difference between intentional and unintentional learning?

DISC: Customer

LO: 3-6

Topic: A-head: The Difference between Intentional and Unintentional Learning

Bloom’s: Comprehension

Difficulty: Moderate

Group Activity

Write a 100-word short story about your professor’s Saturday morning (as you imagine it—you

do not need to actually interview him or her about Saturday). What do you imagine that your

professor does on Saturday morning? Make sure you include at least three brand names in the

story. Write down the story; then, in class or with a group of 10 people, have one person in the

group first read the story and then quietly tell the story to the next person (the person behind him

or her) without referring to the written version. Have the story pass verbally from one person to

another until it finally reaches the last person in the class. Then, have that last person tell the

story to the entire class. How did the class do and what makes remembering such a short story so

difficult?

Assignments

1. *Ask a friend who has never studied marketing or consumer behavior to flip through a

magazine, such as Sports Illustrated or People. Ask them to find examples of attempted

subliminal persuasion. Have them discuss the ads and explain their choices. What do you

think of their opinions?

2. Given the way that mere exposure can influence likeability, are attempts to use the mere

exposure effect through advertising or product placements in television shows and movies

ethical? Explain your choice.

3. Mix a concoction of 10 percent 7-Up or Sprite (or similar clear beverage) and 90 percent

apple juice. Have two different consumers try the concoction. For one, ask them to try this

new “soft drink.” For the other, ask them to try this new “fruit drink.” Do you get the same

reaction? Explain using material on cognitive categorization.

Chapter Video Summary

To view the video case on Culver’s Restaurants, access the Chapter 3 Media Quiz in CB8

Online (create a course at login.cengage.com).

Culver’s Restaurants

Specializing in quick service in a fast-paced environment, Culver’s is not the average American

fast-food restaurant. What differentiates Culver’s from other sandwich-and-burger places rants is

its strong focus on customers. That each customer leaves happy is the creed of Culver’s. As

much as in 1984 when the restaurant was founded, this unwavering focus on customers is still

closely tied to its current marketing strategy. Culver’s treats its customers with great respect and

personal care, and they, in turn, come back to the good food and great experience they have had.

Ask your students:

1. What distinguishes Culver’s from the average American fast-food restaurants?

2. What factors have contributed to Culver’s phenomenal growth since 1984?

3. What advertising strategy did Culver’s adopt in its early days? Was it successful?

Bloom’s: Application

Difficulty: Challenging

CB Scenario Video

Consumers at a store are surprised to discover that the delicious aromas of fruits and chocolates

aren’t from all the products on the shelves. The store uses “scent air machines” to make

customers hungry and encourage them to buy more. The aromas trigger the associations hard-

wired into our brains and stimulate consumer wants. The staff in the store noted that sales in the

produce department at the store increased after the introduction of the machines.

Ask your students:

1. Describe the impact of scented air machines on the perceptions of customers visiting the

store. Use the phases of consumer perception process to explain customer reactions to the

scents given out by the machines.

2. When a customer visits the store in Brooklyn, the scent air machines impact the customer’s

purchase decision by storing information in his/her _____.

a. implicit memory

b. explicit memory

Students can be asked to justify their choice.