Chapter 3: Consumer Learning: Perception

advertisement
Chapter 3

What is it?

Perception v. Reality
Exposure
Attention
Comprehension


Sensing
Organizing


Cognitive
organization
What if it cannot be
processed?




Assimilation
Accommodation
Contrast
Reacting
Source: www.foodnetwork.com

Selective Perception




Selective exposure
Selective attention
Selective distortion
Subliminal perception


Absolute threshhold
Does it work?
Source: www. timezoneoneblog.com

Just Noticeable
Difference



Weber’s Law
Just Meaningful
Difference
Mere Exposure Effect

Implicit memory

Explicit memory

Product placement
Source: www.worstproductplacement.com

Attention


Involuntary
Orientation reflex

Enhancing Attention






Intensity
Contrast
Movement
Surprising stimuli
Size of stimuli
Involvement

Comprehension

Importance

Intentional v. Unintentional Learning

Behaviorism



“Focuses on changes in behavior due to association without
great concern for cognitive mechanics of learning process”
In English?
Information processing

“Focus on changes in thoughts and knowledge and how
these precipitate behavioral changes”

Unintentional Learning

Classical conditioning





“Change in behavior that
occurs through associating
some stimulus with another
stimulus”
Unconditioned stimulus
Conditioned stimulus
Unconditioned response
Conditioned response
Source: cwx.prenhall.com

Unintentional Learning

Instrumental
conditioning






“Behavioral response can
be conditioned through
reinforcement- punishment
or rewards”
Discriminative stimuli
Shaping
Punishment
Negative reinforcement
Extinction
Download
Related flashcards
Carcinogens

43 Cards

Mycotoxins

59 Cards

Create flashcards