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

CHAPTER 3: CONSUMER LEARNING STARTS HERE: PERCEPTIONLearning - 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.Perception and reality are distinct concepts because the perceptions that consumer develop do notalways match the real world EXPOSED to stimuli, devote ATTENTION to stimuli and attempt toCOMPREHEND stimuli.Exposure - refers to the process of bringing some stimulus within proximity of a consumer so that theconsumer can sense it with one of the five human sensesSensation - consumer’s immediate response to this informationAttention - is the purposeful allocation of information-processing capacity toward developing anunderstanding of some stimulate.Comprehension - occurs when consumers attempt to derive meaning from the information they receive.Sensing - is an immediate response to stimuli that have come into contact with one of the consumer’sfive sensesCognitive organization - refer to the process by which the human brain assembles the sensory evidenceinto something recognizable.Three possible reactions:Assimilation - occurs when a stimuli has characteristics such that individuals readily recognize it as anexample of a specific categoryAccommodation - occurs when a stimulus shares some, but not all, of the characteristics that allow it to

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Professor

Dr. Dimaculangan

-process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of five senses

-consumer's immediate response to a stimulus

-purposeful allocation of information processing capacity toward developing an understanding of stimulus

-attempt to derive meaning from information

-process by which human brain assembles sensory evidence into something recognizable

-state the results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category

-state that occurs when a stimulus shares some but not all characteristics that would lead it to fit neatly in an existing category
-consumers must process exceptions to rules about the category

-state the results when a stimulus does not share enough in common with existing categories to allow categorization

-process of screening out certain stimuli and purposely exposing oneself to other stimuli

-process of paying attention to only certain stimuli

-process by which consumers interpret information in ways that are biased by their previously held beliefs

-way that the human brain deals with very low-strength stimuli, so low that one cannot notice anything

-level over which strength of a stimulus must be greater so that it can be perceived

-persuasion that results from subliminal processing

-just noticeable difference
-condition in which one stimulus is sufficiently stronger that another so that someone can actually notice that the two are not the game

-law stating that a consumer's ability to detect differences between two levels of stimulus decreases as the intensity of the initial stimulus increases

-just meaningful difference
-smallest amount of change in a stimulus that would influence consumer consumption

-effect that leads consumers to prefer a stimulus to which they've previously been exposed

-effect that occurs without attention

-memory for things that person did not try to remeber

-memory that developed when the person was trying to remember a stimulus

-products that have been placed conspicuously in movies or TV shows

-attention that is beyond the consciousness control of the consumer

-natural reflex that occurs as a response to something threatening

-the personal relevance toward, or interest in a particular product

-learning that occurs when behavior is modified through a consumer-stimulus interaction without any effort

-customers set out to learn about a product

-change in behavior that occurs simply through associating one stimulus with another

-stimulus with which a behavioral response is already associated

-response that occurs naturally as a result of exposure to an unconditioned stimulus

-object or even that does not cause the desired response naturally but that can be conditioned to do so by pairing with an unconditioned stimulus

-response that results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus

Instrumental Conditioning

-where a behavioral response can be conditioned through either punishment or rewards associated with the desired behavior

-process through which behavior cease because of lack of reinforcement

What refers to a change in behavior resulting from the interaction between a person and a stimulus?

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?

Which concept 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 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?