Comprehension refers to a consumer’s awareness and interpretation of reality.

Consumers learn marketing-related information both intentionally as well as unintentionally.

Perception represents an objective reality.

Exposure represents the first step to learning.

Attention is the purposeful allocation of information-processing capacity toward developing an understanding of some stimulus.

Comprehension is the consumer’s attempt to derive meaning from the information received by them.

The phases of perception overlap with the concepts of exposure, attention, and comprehension.

The term cognitive refers to a mental or thinking process.

Marketers need to know how consumers will react to unknown words when creating the name for a new product or new company.

Accommodation occurs when a consumer easily recognizes a round, red fruit as an apple.

Assimilation occurs when a stimulus does not share enough in common with existing categories to allow categorization.

The perceptual process ends with a reaction.

Selective attention involves paying attention to only certain stimuli.

Selective distortion is a process by which consumers interpret information in ways that are biased by their previously held beliefs.

Subliminal processing refers to the way in which consumers can be influenced without their brains sensing exposure to any kind of stimuli.

The JND (just noticeable difference) represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same.

Weber’s Law states that as the intensity of the initial stimulus decreases, a consumer’s ability to detect differences between two levels of the stimulus decreases.

The JMD (just meaningful difference) represents the smallest amount of change in a stimulus that would influence consumer consumption and choice.

Explicit memory creates preattentive effects.

Implicit memory creates preattentive effects.

Weber’s Law states that as the intensity of the initial stimulus increases, a consumer’s ability to detect differences between two levels of the stimulus decreases.

Subliminal processing refers to the way in which the human brain senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness.

Branded products placed conspicuously in movies or television shows can result in implicit memory formation.

All things equal, a consumer is more likely to pay attention to stronger stimuli than to weaker stimuli.

Contrasting stimuli are extremely ineffective in getting attention.

Contrasting stimuli are extremely effective in getting attention.

Comprehension is an important topic for marketers because this stage determines the effectiveness of marketing communication.

Hans searched the Internet, talked to friends, and visited several stores when deciding on a new cell phone. This indicates that Hans was engaged in intentional learning.

According to the cognitive perspective to learning, the human brain is a “black box.”

According to the behaviorist approach to learning, the human brain is a “black box.”

When a cat learns to run to the kitchen for food every time it hears the sound of the electric can opener, classical conditioning has occurred.

According to the behaviorist approach to learning, the human mind acts much like a computer.

According to the information processing perspective to learning, the human mind acts much like a computer.

To be effective, the conditioned stimuli should be presented before the unconditioned stimuli, and the pairing of the two should be done consistently and with repetition.

In classical conditioning, behavior is conditioned through reinforcement.

In instrumental conditioning, behavior is conditioned through reinforcement.

In instrumental conditioning, discriminative stimuli are stimuli that are differentiated from other stimuli because they signal the presence of a reinforcer.

Shaping is a process through which the desired behavior is altered over time, in small increments.

In instrumental conditioning, all reinforcement must be positive for behavioral change to occur.

Not all reinforcement is positive. Punishers represent stimuli that decrease the likelihood that a behavior will occur again.

Negative reinforcement refers to the removal of bad stimuli as a way of encouraging behavior.

Behaviors often cease when reinforcers are no longer present.

_____ refers to a change in behavior resulting from the interaction between a person and a stimulus.

The first step in the perceptual process is called _____ and 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.

Which of the following terms describes a consumer’s immediate response after exposure to a stimulus?

_____ refers to the purposeful allocation of information processing capacity toward developing an understanding of some stimulus.

The attempt to derive meaning from information is known as _____.

_____ is the process by which the human brain assembles the sensory evidence into something recognizable.

Which of the following reactions occurs when a stimulus has characteristics such that individuals readily recognize it as an example of a specific category?

_____ occurs when a stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category.

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?

_____ involves screening out most stimuli and exposing oneself to only a small portion of stimuli.

Which of the following terms is used by marketers to describe the idea that consumers are often bombarded with too much information in their daily lives?

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?

The strength of a(n) _____ stimulus is lower than the absolute threshold of perception.

The behavior change induced when the human brain processes stimuli that occur below the level of human consciousness is known as _____.

Which of the following concepts represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same?

Which of the following laws states that as the intensity of the initial stimulus increases, a consumer’s ability to detect differences between two levels of the stimulus decreases?

_____ memory represents stored information concerning stimuli one is exposed to but does not pay attention to.

Implicit memory creates _____ effects, which is learning that is developed in the absence of attention.

Attention that is beyond the conscious control of the consumer and that occurs as the result of exposure to surprising or novel stimuli is known as _____ attention.

Which of the following is a natural reflex that occurs as a response to a threat from the environment and represents a protective behavior?

_____ refers to the personal relevance a consumer feels towards a particular product.

Which of the following terms refers to the interpretation or understanding that a consumer develops about an attended stimulus?

_____ learning occurs when behavior is modified through a consumer–stimulus interaction without a cognitive effort to understand a stimulus.

Which of the following perspectives to learning focuses on the cognitive processes associated with comprehension that lead to consumer learning?

_____ refers to a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction.

In Pavlov’s classical conditioning experiment, the salivation of the dogs on being exposed to the meat powder is an example of a(n) _____ response.

In Pavlov’s classical conditioning experiment, the salivation of the dogs on being exposed to the ringing of the bell is an example of a(n)_____.