All consumers carry schemata in their minds when they enter the marketplace.According to the principles of perceptual vigilance and defence,a marketer should be careful to create a promotion for the new product that ________.
A) conforms to the customers' schemata
B) violates the customers' schemata
C) requires that customers defend their current views about the product category
D) is simple and easy to understand

Question

Quizplus · Accepted Answer

Perceptual vigilance refers to the tendency of consumers to be more aware of stimuli that are relevant to their current needs or interests, while perceptual defence involves the tendency to block out or distort messages that are inconsistent with their existing beliefs or attitudes. Therefore, creating a promotion that conforms to customers' schemata (pre-existing mental structures) would be the most effective way to capture their attention and persuade them to consider the new product. Option B is incorrect because violating customers' schemata could trigger perceptual defence, leading them to reject or ignore the new product altogether. Option C might be unnecessary and could make consumers feel defensive and resistant to changing their views. Option D is not directly related to the principles of perceptual vigilance and defence.

All Consumers Carry Schemata in Their Minds When They Enter