Deck 2: Perception

Question 1

What is sensation? Give an example.

Answer 1

Sensation is the immediate response of our sensory receptors (those in our eyes, ears, nose, mouth, and skin) to such basic stimuli as light, colour, and sound.
One "neuromarketing" study, using brain-scanning (fMRI) technology, found that when no brand name was presented prior to tasting cola beverages (i.e., consumers relied only on sensation), the reward centres of the brain lit up and Coke and Pepsi were equally preferred. But, when explicitly told the brand name before drinking, more consumers preferred Coca-Cola, and an entirely different part of the brain lit up-the medial prefrontal cortex. This is the area of the brain responsible for thinking and judging. Learned meanings about the brand influenced consumers' ultimate perceptions of Coca-Cola.
Thus, based on sensation alone, consumers might equally prefer Pepsi and Coke. However, our ultimate preferences are also shaped by our perceptions-the way in which we organize, interpret, and form associations about the brand.

Question 2

Vasi, a product manager at Kraft Foods, is reading a focus group report on tests regarding new ads for Kraft Peanut Butter. He has found that the messages consumers received are different from what Kraft intended. This is most likely due to:

A) exposure.
B) perception.
C) consumption.
D) hedonism.

Answer 2

B

Question 3

Marketers contribute to a world overflowing with sensations.

Answer 3

True

Question 4

When marketers pay extra attention to the impact of sensation on consumer product experiences, this is called:

A) experiential purchasing.
B) relationship marketing.
C) product positioning.
D) sensory marketing.

Question 5

The colour ________ has been shown to grab window shoppers' attention.

A) yellow
B) blue
C) purple
D) red

Question 6

In a department store, Katrina noticed that colours in the women's clothing area were brighter than in the men's clothing area. This would be attributed to:

A) biological differences.
B) hedonistic consumption.
C) demographic deviation.
D) sensory adaptation.

Question 7

"Sensory inputs" is another term for:

A) the perceptual process.
B) psychological factors.
C) jingles.
D) external stimuli.

Question 8

Some colour combinations for packages become so well known that marketers have successfully sought legal protection for their right to exclusive use, e.g., Eastman Kodak for its yellow, black, and red film packages. This colour combination becomes known as the company's:

A) patent.
B) copyright.
C) colour code.
D) trade dress.

Question 9

The process by which stimuli are selected, organized, and interpreted is called:

A) free response.
B) perception.
C) sensation.
D) stream of consciousness.

Question 10

Rameed had an important meeting in New York to negotiate a big order for his company. He chose to wear his black suit because he knew black represented:

A) excitement.
B) good luck.
C) intelligence.
D) power.

Question 11

According to neuromarketing research, our ultimate preferences for a brand such as Coke over Pepsi are not only shaped by the taste of the product, they are also influenced by:

A) exposure.
B) sensation.
C) consumption.
D) perception.

Question 12

A blue chair has the ability to stimulate which feeling?

A) trust
B) hunger
C) envy
D) arousal

Question 13

According to the textbook, smart marketers use ________ to create a competitive advantage.

A) advertising
B) our sensory systems
C) expensive promotions
D) added features

Question 14

When it comes to the influence of "colour," which of the following statements is correct?

A) Blue is the most popular colour in North America.
B) Black worldwide is a colour that triggers images of death.
C) Women are more likely to be colour-blind, which is why they prefer bright colours.
D) As we get older, our vision takes on a yellow cast.

Question 15

Like computers, people undergo stages of information processing in which stimuli are input and stored.

Question 16

Compare and contrast sensation and perception.

Question 17

List the five sensory systems.

Question 18

Daily we are bombarded by a symphony of colours, sounds, and odours. The immediate response of our receptors to such basic stimuli is called:

A) stream of consciousness.
B) subjectivity.
C) sensation.
D) perception.

Question 19

Upon entering the lobby, guests at Omni Hotels are greeted with the scent of lemongrass and green tea and view elaborate floral displays. In a joint promotion with Starbucks, guests find small, scented stickers on the front pages of their free copies of USA Today-a blackberry aroma suggests they start their day at the hotel with a cup of Starbucks coffee "paired with a fresh muffin." This is an example of:

A) experiential purchasing.
B) relationship marketing.
C) product positioning.
D) sensory marketing.

Question 20

What is the difference between sensation and perception? Give an example of each. Which of these two constructs is most relevant to marketers and why?

Question 21

Cross-cultural research indicates a consistent preference for blue as consumers' favourite colour.

Question 22

The colour of mourning is consistently black across all cultures.

Question 23

Victor, the president of a company that specializes in women's fragrances, ensures that each of the bottles looks appealing, is nice to touch, and (of course) has an appealing smell. This way, each consumer will have a positive experience with the company's products. Victor is engaging in:

A) sensory marketing.
B) sensation marketing.
C) atmospheric marketing.
D) appeal marketing.

Question 24

Perceptions of a colour depend on both its physical wave length and how the mind responds to that stimulus.

Question 25

The Bank of Montreal's specific wavelength of blue is so well recognized that consumers can recognize the brand just by the colour alone. When a colour combination becomes this strongly associated with the brand, this is called:

A) patent.
B) copyright.
C) colour code.
D) trade dress.

Question 26

Mary does not like to buy things online. Which of the following is a good explanation for this?

A) Mary has a poor differential threshold.
B) Mary has a weak absolute threshold.
C) Mary has a high need for touch.
D) Mary has a utilitarian view of the world.

Question 27

Marketers rely heavily on visual elements in:

A) branding, packaging, and advertising.
B) colour, shape, and size.
C) advertising, store design, and packaging.
D) features, packaging, and branding.

Question 28

Colours are rich in symbolic value and cultural meanings.

Question 29

The Japanese are tuned to using sensory mechanisms and stimulations in the construction of their cars. The Japanese usage of what they call Kansei engineering is associated with which of the following sensory elements?

A) smell
B) sight
C) touch
D) sound

Question 30

Research on visual cues and consumption suggests that:

A) consumers will eat less popcorn from larger containers.
B) consumers will perceive greater volume in a container that is elongated.
C) consumers eat less when food is served in multiple smaller serving size packages.
D) consumers will eat fewer M&M's when they are given a greater variety of colours.

Question 31

It has been suggested that ________ can influence moods and consumer cognitions.

A) mood lighting
B) ambient scent
C) subliminal advertising
D) package size

Question 32

Some colour combinations come to be associated so strongly with the corporation they become known as the company's trade dress.

Question 33

Which company got creative by releasing the scent of chocolate chip cookies in tandem with their ads on bus shelters?

A) Got Milk?
B) Oreo
C) Cadbury
D) Nabisco

Question 34

Fragrance cues are processed in the part of the brain called the:

A) frontal lobe.
B) brain stem.
C) hypothalamus.
D) limbic system.

Question 35

Mia used yellow, green, and orange for her web page. This was likely because she knew these hues captured attention.

Question 36

One effect of the sense of smell is that:

A) pleasant scents lead consumers to be more forgetful.
B) women evaluate men who are wearing scented deodorant more negatively.
C) the scent of honey increased sales in a men's clothing store.
D) there are no cross-cultural differences in consumer reactions to scents.

Question 37

________ occurs when consumers ascribe more value to something simple because they own it.

A) Sensory marketing
B) Neuromarketing
C) Psychophysics
D) The endowment effect

Question 38

The Coca-Cola bottle was designed specifically to appeal to consumers' sense of:

A) taste.
B) smell.
C) sight.
D) touch.

Question 39

In the perceptual process, smells are classified as a sensory receptor.

Question 40

Consumers are more likely to recognize brand names that:

A) end with a hard consonant.
B) begin with a hard consonant.
C) are melodic.
D) sound like their name.

Question 41

Erica drives by a compelling billboard while driving on the 401 highway in Ontario. As she goes by, she finds that the print is too small to read. This demonstrates the principle of:

A) differentiated advertising.
B) sensory adaptation.
C) absolute threshold.
D) visual orientation.

Question 42

Regardless of one's nationality, there is no difference in consumers' reactions to colour.

Question 43

Amy is not a fan of online shopping because she puts a lot of emphasis on her haptic senses. In other words, she really needs to see a product in front of her before purchasing it.

Question 44

________ is the science that focuses on how the physical environment is integrated into the consumer's subjective experience.

A) Absolute theory
B) Differential theory
C) Psychophysics
D) Psychotherapeutics

Question 45

You are talking to a co-worker and he says, "perception is reality." What does he mean by this? Do you agree or disagree? Use an example.

Question 46

Give an example of how sense of smell differs for men and women.

Question 47

One of the principles of psychophysics is that changes in the physical environment are not always matched by equal changes perceptually. If Madison Wilson were changing an old drink by making it sweeter, what would psychophysics tell her?

A) She could make the drink twice as sweet by adding twice the amount of sugar.
B) She would need to research how the perception of "sweetness" changed by the amount of sugar added.
C) She would need to create promotions to tell customers how "sweet" the new drink is.
D) She would need to understand how people interpret the word "sweet."

Question 48

What is perception? Give an example.

Question 49

Mary is shopping for some new clothes. Explain how her haptic senses would help her.

Question 50

Outline and explain the elements of the perceptual process that would allow a shopper to recognize and select a bottle of ketchup in a supermarket.

Question 51

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

A) attention
B) comprehension
C) exposure
D) interpretation

Question 52

Give an example of how sense of sound can impact our behaviours.

Question 53

How can colour influence consumer perceptions?

Question 54

Give examples of three factors related to the visual system that marketers can manipulate in ways that make people eat and drink lower or higher quantities.

Question 55

What is trade dress? Give an example.

Question 56

The particular colour combination that companies use for their packaging and other marketing communications is referred to as their colour code.

Question 57

Why is the choice of which colour(s) to use such a sensitive one for marketers? Give an example. Why is this important in regards to demographic characteristics?

Question 58

Give an example of how visual cues can influence our consumption of food.

Question 59

Give three examples of how sense of touch can impact consumers.

Question 60

There is evidence that certain smells may be more effective when targeted toward one of the sexes.

Question 61

When the stimulus presented is below the level of the consumer's conscious awareness, the result that occurs is called:

A) oblivience.
B) stimulus differential.
C) the limen.
D) subliminal perception.

Question 62

Lois was not pleased when she realized that the box of candies did not contain as many candies as it used to. When she compared the package to the previous package she had bought, the changes were hardly discernible. This is an example of the use of Weber's law.

Question 63

Antonio owns a small menswear store located in downtown Winnipeg. He decides to have a "$10 Off Sale" on every item in his store. When he totals his sales results for the week, he finds that there was the greatest response to items under $50, and the least response to items over $50. This is a demonstration of:

A) Porter's diamond.
B) Weber's law.
C) Maslow's hierarchy.
D) Pavlovian conditioning.

Question 64

The absolute threshold refers to the minimum amount of stimulation that can be detected on a sensory channel, e.g., the auditory sensory channel.

Question 65

What is the difference between exposure and attention?

Question 66

The main point of ________ is that the ratios, not the absolute differences, are important in describing the least perceptible differences in sensory discrimination.

A) Veber's law
B) Weber's law
C) rule of ratios
D) psychophysics

Question 67

JND is another name for Weber's law.

Question 68

What is a differential threshold? Give an example of why this is relevant to marketers.

Question 69

The sound emitted by a dog whistle is too high to be detected by human ears. This is an illustration of a stimulation that is beyond our absolute threshold.

Question 70

Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them. They hadn't realized that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly and the teacher resumed her normal activities. This situation illustrates what important aspect of perception?

A) A person's ability to detect a difference between two stimuli is absolute.
B) A person's ability to detect a difference between two stimuli is relative.
C) Men's perceptual filters are underdeveloped compared to those of women.
D) Adaptation is a common problem among younger people.

Question 71

In 1957, an experiment in a drive-in movie showed that increases in sales of popcorn and Coca-Cola were measured after subliminal messages encouraging viewers to use those products had been inserted in the movie Picnic. These findings:

A) demonstrated that consumers' minds had been "broken into and entered."
B) were false; research executives admitted they had fabricated the findings.
C) subsequently were supported by a number of other research studies.
D) gave the first irrefutable proof of the power of subliminal persuasion on consumer actions.

Question 72

Subliminal advertising isn't categorized as a "being discovered," rather it is considered a persuasion of the stimulus which is:

A) above the level of conscious awareness.
B) visual specialization.
C) perceived similarities.
D) composition.

Question 73

The ability of a sensory system to detect changes or differences between two stimuli refers to the:

A) minimum threshold.
B) maximum threshold.
C) absolute threshold.
D) differential threshold.

Question 74

What is an absolute threshold? Give an example.

Question 75

A billboard is positioned correctly beside a busy highway. However, the merchant who purchased the billboard is complaining that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 100+ km/h on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

A) the differential threshold
B) the absolute threshold
C) the intensity threshold
D) the relative threshold

Question 76

For subliminal perception to occur, the stimulus must be presented below the level of the consumer's awareness.

Question 77

Attention refers to the extent to which the brain's processing activity is devoted to a particular stimulus.

Question 78

Dogs can hear sounds of far higher frequency than humans can. The differential threshold refers to the difference between what two organisms, such as a person and a dog, can detect through the same sensory channel.

Question 79

In the nineteenth century, a psychophysicist named Ernst Weber found that:

A) the amount of change that is necessary for a stimulus to be noticed is systematically related to the intensity of the original stimulus itself.
B) for each stimulus there is an equal but opposite reaction.
C) the ratio between stimulus and response is a fixed proportion.
D) Solomon's law was valid.

Question 80

When marketers update their package designs or logos, they do it in small increments of change so the change will not affect consumers' familiarity with the product. This is the principle behind:

A) JIT.
B) JND.
C) PERT.
D) 4 Ps.