Question 1

Describe the processes of assimilation, accommodation, and contrast and explain whether you think assimilation, accommodation, or contrast will occur in each of the following situations:
a. A consumer picks up an unfamiliar piece of fruit that looks like a tiny orange, but it is about the size of a walnut instead of the size of a typical orange. The skin appears to be the same as an orange and it smells like an orange.
b. A consumer sees a vehicle like the car they drive.
c. A consumer sees a vehicle with two people in it flying 18 inches above the ground.

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Question 2

WARNING LABELS SCENARIO
Cigarette packages and advertisements have included warning labels for several years, but the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act) signed into law in 2009 requires stronger and graphic health warnings to appear on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed nine new textual warning statements that are much stronger than previous warning statements. The new warning statements include statements such as "Cigarettes are addictive," "Cigarettes cause cancer," and "Tobacco smoke may harm your children." These statements will be accompanied by color graphics depicting the negative health effects of smoking. Some of the proposed graphics include a picture of diseased lungs, a man smoking with smoke coming out of a hole in his throat, rotted teeth and mouth cancer, a mother blowing smoke in her baby's face, and dead and dying people. The Tobacco Control Act dictates the placement of these statements and graphics on packages and advertisements, taking up at least 50 percent of the front of the package and at least 20 percent of the advertisement.
-Refer to Warning Labels Scenario. The goal of the proposed warning labels is to reduce smoking among consumers on the belief that if consumers read these stronger statements and see the graphic depictions that the desired outcome will be achieved. This change in behavior resulting from the interaction between the consumer and the warning labels is referred to as _____.

Accepted Answer

The change in behavior resulting from the interaction between the consumer and the warning labels is referred to as learning. Learning refers to a relatively permanent change in behavior as a result of experience or practice. In this case, the experience is the interaction with the warning labels, and the desired outcome is a reduction in smoking behavior.

Question 3

WARNING LABELS SCENARIO
Cigarette packages and advertisements have included warning labels for several years, but the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act) signed into law in 2009 requires stronger and graphic health warnings to appear on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed nine new textual warning statements that are much stronger than previous warning statements. The new warning statements include statements such as "Cigarettes are addictive," "Cigarettes cause cancer," and "Tobacco smoke may harm your children." These statements will be accompanied by color graphics depicting the negative health effects of smoking. Some of the proposed graphics include a picture of diseased lungs, a man smoking with smoke coming out of a hole in his throat, rotted teeth and mouth cancer, a mother blowing smoke in her baby's face, and dead and dying people. The Tobacco Control Act dictates the placement of these statements and graphics on packages and advertisements, taking up at least 50 percent of the front of the package and at least 20 percent of the advertisement.
-Refer to Warning Labels Scenario. Which of the following is the FDA proposal relying on to get smokers' attention regarding the health risks of smoking?

Accepted Answer

The FDA proposal is relying on the size of stimuli (warning statements and graphics) to get smokers' attention regarding the health risks of smoking. The Tobacco Control Act mandates that the warning statements and graphics take up a significant portion of the cigarette package and advertisement, making them difficult to ignore.

Question 4

Define consumer perception and briefly describe its three elements.

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Question 5

Think of something you know how to do well. Was your knowledge of this activity the result of intentional or unintentional learning? Be sure to explain the difference between the two types of learning in your explanation.

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Question 6

WARNING LABELS SCENARIO
Cigarette packages and advertisements have included warning labels for several years, but the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act) signed into law in 2009 requires stronger and graphic health warnings to appear on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed nine new textual warning statements that are much stronger than previous warning statements. The new warning statements include statements such as "Cigarettes are addictive," "Cigarettes cause cancer," and "Tobacco smoke may harm your children." These statements will be accompanied by color graphics depicting the negative health effects of smoking. Some of the proposed graphics include a picture of diseased lungs, a man smoking with smoke coming out of a hole in his throat, rotted teeth and mouth cancer, a mother blowing smoke in her baby's face, and dead and dying people. The Tobacco Control Act dictates the placement of these statements and graphics on packages and advertisements, taking up at least 50 percent of the front of the package and at least 20 percent of the advertisement.
-Refer to Warning Labels Scenario. In countries where these types of labels are already present, some smokers put their cigarette package in a plastic holder that covers up the information on the package. These consumers' decision to not even see the warning is an example of _____.

Accepted Answer

Selective exposure refers to the process of individuals actively seeking out information that confirms their existing beliefs and attitudes while avoiding information that conflicts with those beliefs and attitudes. In this scenario, smokers who choose to cover up the warning labels on their cigarette packages are exhibiting selective exposure by actively avoiding information that conflicts with their decision to continue smoking.

Question 7

Compare and contrast implicit and explicit memory and discuss an example of each.

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Question 8

Explain the difference between punishers and negative reinforcers in shaping behavior. Give an example of how each can be use in marketing.

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Question 9

WARNING LABELS SCENARIO
Cigarette packages and advertisements have included warning labels for several years, but the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act) signed into law in 2009 requires stronger and graphic health warnings to appear on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed nine new textual warning statements that are much stronger than previous warning statements. The new warning statements include statements such as "Cigarettes are addictive," "Cigarettes cause cancer," and "Tobacco smoke may harm your children." These statements will be accompanied by color graphics depicting the negative health effects of smoking. Some of the proposed graphics include a picture of diseased lungs, a man smoking with smoke coming out of a hole in his throat, rotted teeth and mouth cancer, a mother blowing smoke in her baby's face, and dead and dying people. The Tobacco Control Act dictates the placement of these statements and graphics on packages and advertisements, taking up at least 50 percent of the front of the package and at least 20 percent of the advertisement.
-Refer to Warning Labels Scenario. While the stronger and graphic labels will be on packages and advertisements that smokers see, many will choose not to read them or look closely at them and actually read the message and process the image in the warning. This is an example of _____.

Accepted Answer

This is an example of selective attention, where individuals choose to ignore or not pay attention to information that conflicts with their beliefs or behavior. They may selectively attend to information that confirms their beliefs or behavior instead.

Question 10

Explain the JND concept and how it can be applied in marketing practice.

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Question 11

You work for a canned food trade association and are working on an advertising campaign to get consumers more aware of the nutritional benefits of canned foods, which is not something that consumers are really interested in paying attention to. Discuss the factors that get attention and describe how a print ad can be developed employing each factor.

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Question 12

Explain instrumental conditioning and describe how it can be useful in marketing.

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Question 13

WARNING LABELS SCENARIO
Cigarette packages and advertisements have included warning labels for several years, but the Family Smoking Prevention and Tobacco Control Act (Tobacco Control Act) signed into law in 2009 requires stronger and graphic health warnings to appear on cigarette packages by 2012. In 2011, the Food and Drug Administration proposed nine new textual warning statements that are much stronger than previous warning statements. The new warning statements include statements such as "Cigarettes are addictive," "Cigarettes cause cancer," and "Tobacco smoke may harm your children." These statements will be accompanied by color graphics depicting the negative health effects of smoking. Some of the proposed graphics include a picture of diseased lungs, a man smoking with smoke coming out of a hole in his throat, rotted teeth and mouth cancer, a mother blowing smoke in her baby's face, and dead and dying people. The Tobacco Control Act dictates the placement of these statements and graphics on packages and advertisements, taking up at least 50 percent of the front of the package and at least 20 percent of the advertisement.
-Refer to Warning Labels Scenario. One proposed graphic includes a picture of a set of human lungs but they are diseased, making it difficult to immediately determine that the picture is of a set of lungs. However, with a little effort most consumers will be able to discern that the graphic is a picture of diseased lungs because of the shape and the accompanying statement concerning cancer. With respect to categorization, which reaction does this best illustrate?

Accepted Answer

Accommodation refers to the process of adjusting one's cognitive structures to include new information, such as recognizing a diseased lung in the graphic due to its shape and accompanying statement.

Question 14

Explain classical conditioning and describe an example of how a marketer can use it to influence consumers.

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Question 15

Explain the role of perception in learning. Can learning take place without perception?

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Quiz 3: Consumer Learning Starts Here: Perception