Subliminal perception, which means that people see or hear messages without being aware of them, is a hotly debated issue with more popular appeal than scientific support. Research evidence suggests that such messages have limited effect on behavior. Perceived risk represents the anxieties felt by consumers as a result of the possible negative consequences and the level of uncertainty in a purchase decision. Marketers try to reduce a consumer's perceived risk by providing free trial of a product, securing endorsements from influential people, and providing warranties and guarantees. Learning refers to those behaviors that result from repeated experience and thinking.
Stimulus generalization occurs when a response elicited by one stimulus is generalized to another.
Stimulus discrimination refers to a person's ability to perceive differences in stimuli. The advertising for bud light beer is an example of applying this concept. Cognitive Learning involves making connections between two or more ideas or simply observing the outcomes of other's behaviors and adjusting one's behavior accordingly. Gestalts are learned patterns of response that become compelling and automatic. An extension of perception and learning, gestalts can be quite troublesome for marketers because of their uncompromising nature.