As I discuss in my lecture video this week, what is a “moral hero,” and how do they and their stories relate to our material this week?*** Remember that copying/pasting from our eBook/course materials, the internet, or using AI like ChatGPT to help “write” or “proofread” or “improve” your answer violates my Academic Integrity policy. USE YOUR OWN WORDS or, if you are unable to do that, properly quote/informally cite them as I discuss in the Academic Integrity section of the Syllabus ***

________refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) toward such basic stimuli (e.g., light, color, sound, odors, and textures).

An advertisement shows a student struggling to write a paper because they did not buy a particular piece of software. This advertisement is using what instrumental conditioning technique?

_____________ refers to the process by which the way a word sounds influences the listener’s assumptions about what the word describes. That is, this is an association between a certain sound (pronunciation) and a certain shape. (Hint: Bouba & Kiki)

Because consumer behavior is now examined as an entire consumption process that includes pre-purchase and post-purchase issues, exchange theory is irrelevant to the study of consumer behavior.

___________is an unstructured, exploratory research methodology based on small samples that provides insights & understanding of the problem setting.

Psychologist B. F. Skinner is associated with which learning process?

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of __________.

The 80/20 rule states that 80 percent of consumers will use 20 percent of the product.

As a general rule, a marketer’s message becomes more effective when it ________.