Deck 3: Perception

Question 1

Sensory marketing has proven to be largely effective as a marketing approach.

Answer 1

True

Question 2

The process by which people select, organize, and interpret sensations is called ________.

A) consumption
B) perception
C) adaption
D) application

Answer 2

B

Question 3

A process by which the way a word sounds influences our assumptions about a product's attributes is called sound symbolism.

Answer 3

True

Question 4

Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________.

A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation

Question 5

Colors look duller to older people, which is why they prefer white and other bright tones.

Question 6

Size, color, position, and novelty are all strategies for creating which of the following?

A) contrast
B) adaptation
C) vigilance
D) thresholds

Question 7

The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________.

A) phoneme
B) schema
C) sensory input
D) interpretant

Question 8

Processing information from more than one medium at a time is known as ________.

A) multitasking
B) perceptual hyperactivity
C) perceptual chunking
D) interactive attention

Question 9

Which term refers to sensations that subtly influence how we think about a product?

A) Perception
B) Hedonic consumption
C) Context effect
D) Respondents

Question 10

In the Western Countries the color black is often associated with ________.

A) mourning
B) innocence
C) fear
D) cult

Question 11

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.

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

Question 12

Companies that think carefully about the impact of sensations on product experiences are practicing ________.

A) hedonic consumption
B) need marketing
C) want marketing
D) sensory marketing

Question 13

When Coke weaves a sound into a piece of music, the advertisement is using ________.

A) sound marketing
B) audio watermarking
C) sound watermarking
D) music marketing

Question 14

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 ________.

A) advertising bombardment
B) sensory overload
C) sensory shifting
D) circuit overcapacity

Question 15

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads?

A) perceptual vigilance
B) perceptual defense
C) contrast
D) adaptation

Question 16

The ________ sense appears to moderate the relationship between product experience and judgment confidence.

A) sound
B) haptic
C) taste
D) sight

Question 17

A philosophy that translates customers' feelings into design elements is called ________ engineering.

A) Kansei
B) Sigma
C) relationship
D) reverse

Question 18

As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value.

A) hedonic
B) Gestalt
C) embedded
D) referent

Question 19

As people's income rise, they are more likely to prefer additional experiences over additional possessions.

Question 20

Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?

A) sound symbolism
B) audio watermarking
C) semiotics
D) the principle of similarity

Question 21

A stage in the perception process is ________.

A) exposure
B) attention
C) interpretation
D) all of the above

Question 22

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains 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 60+ mph 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 intensity threshold
B) the differential threshold
C) the absolute threshold
D) the relative threshold

Question 23

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.

A) exposure
B) vigilance
C) discrimination
D) relevance

Question 24

When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs.

A) just noticeable difference
B) retention
C) subliminal suggestion
D) exposure

Question 25

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) exposure
B) attention
C) adaptation
D) interpretation

Question 26

Explain the term "trade dress" and give an example.

Question 27

Haptic senses refers to a consumer's sense of touch.

Question 28

According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.

A) more common
B) stronger
C) weaker
D) more unusual

Question 29

Research has shown that Kansei engineering can be an effective way to design products. Explain how Kansei engineering works and give an illustration that demonstrates your understanding.

Question 30

If a consumer chooses not to perceive, they are reaching a(n) ________.

A) just noticeable difference
B) differential threshold
C) sensory threshold
D) absolute threshold

Question 31

Which term refers to perception that is below the level of the consumer's awareness?

A) perceptual vigilance
B) relative difference
C) subliminal perception
D) attention

Question 32

One of the principles of psychophysics is that change in the physical environment is not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, 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 look at the subliminal aspects of "sweetness."
D) She would need to create promotions to tell customer's how "sweet" the new drink is.

Question 33

Which of the following is most relevant to a company that wants to position a new brand on price leadership?

A) Gestalt psychology
B) Weber's Law
C) augmented reality
D) the closure principle

Question 34

The minimum difference that can be detected between two stimuli is known as the ________.

A) absolute threshold
B) gradual differentiation
C) just noticeable difference
D) graded difference

Question 35

Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.

Question 36

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.

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

Question 37

Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter?

Question 38

Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception.

Question 39

According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.

A) adapt
B) habituate
C) prime
D) overload

Question 40

A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?

A) subliminal perception
B) the figure-ground principle
C) the golden triangle
D) Weber's Law

Question 41

Tiny figures that are inserted in magazine advertising via high-speed photography or airbrushing are called ________.

A) embeds
B) hidden images
C) attention images
D) novelties

Question 42

Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising?

A) Subliminal messages are below the threshold of perception, so they cannot be utilized in marketing.
B) Subliminal ads can be effective, but customers do not like them; therefore marketers avoid them.
C) There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising.
D) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have specific effects.

Question 43

When we ________ products, we evaluate them using schemas we typically apply to classify people.

A) prime
B) filter
C) imprint
D) anthropomorphize

Question 44

Unlike computers, people do not passively process whatever information happens to be present.

Question 45

Interpretation is the last stage of the perceptual process.

Question 46

A Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were not unified under a common design banner.

A) similarity principle
B) figure-ground principle
C) subliminal principle
D) closure principle

Question 47

The first step in the perception process is called exposure.

Question 48

The absolute threshold is an important consideration when a marketing stimuli is designed.

Question 49

All consumers carry schemata in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that ________.

A) conforms to the consumers' 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 50

________ refers to the extent to which processing activity is devoted to a particular stimulus.

A) Subliminal perception
B) Sensory marketing
C) An embed
D) Attention

Question 51

The ________ perspective is best summarized by the saying "The whole is greater than the sum of its parts."

A) Freudian traits analysis
B) Weber's law
C) Gestalt
D) Kansei

Question 52

When Coca-Cola embeds sexual images in their advertising, they are using ________.

A) sensory marketing
B) attention marketing
C) subliminal perception
D) threshold marketing

Question 53

In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce the oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace.

A) sensory overload
B) thresholds
C) hyperreality
D) schema

Question 54

Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________.

A) sensory inputs emanating from the external environment
B) sensory inputs emanating from the internal environment
C) emotional outputs
D) decision sequences dictated by sensory outputs

Question 55

A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli.

Question 56

Perception refers to the immediate response of our sensory receptors to basic stimuli.

Question 57

________ refers to the meanings we assign to sensory stimuli.

A) Contrast
B) Perception
C) Interpretation
D) Cues

Question 58

When consumers see only what they want to see-don't see what they don't want to see it is called ________.

A) perceptual retention
B) perceptual contrast
C) perceptual defense
D) perceptual attention

Question 59

When consumers are exposed to far too much information they are experiencing sensory overload.

Question 60

Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from ________, a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.

A) Freudian psychology
B) Gestalt psychology
C) Simmons psychology
D) the Covey approach

Question 61

Describe multitasking and explain why multitasking is a concern for marketers?

Question 62

A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations.

A) icon
B) index
C) symbol
D) schema

Question 63

What is the difference between sensation and perception?

Question 64

Individuals have different absolute thresholds for visual and aural stimuli. This fact supports the statement that subliminal advertising would need to be tailored to the individual in order to be effective.

Question 65

Consumers are more likely to be aware of stimuli that relate to their current needs. This is an example of perceptual vigilance.

Question 66

At a business meeting, a consultant states that "perception is reality, because a customer never works with the actual product, but only with his or her perception of that product." In a university lab, researchers determine that when a rat is looking at a brightly colored rectangle, a close inspection of the rat's optic nerves (that connect the eyes to the cortex) show no visible change from when the rat is looking at a green circle; however electrodes placed in the nerve show a different pattern of transmitted codes. How are these two events related, and what does this relationship tell us about perception?

Question 67

When consumers become aware of stimuli that relate to their currents needs, they are practicing perceptual vigilance.

Question 68

Blind taste tests in the 1980s showed that most Coke drinkers preferred a cola that was sweeter than the current product. When Coca-Cola attempted to make its product sweeter, brand loyal customers revolted and demanded the old product be returned. Explain how Coca-Cola marketers could have used the principles of psychophysics to introduce the new Coke without creating these problems.

Question 69

As people age, their sensory detection abilities decline. The Baby Boomers are fast reaching retirement age. How will advertisements in the future likely change sensory stimuli to accommodate this changing demographic?

Question 70

The location of a product's image on a package influences the way our brains make sense of it; we perceive objects lower in a frame to be heavier than objects higher in the frame and objects on the right side of a frame heavier than those on the left side of the frame.

Question 71

According to the retailer's rule of thumb based on the closure principle, when a sale catalog is created, the prices (on average) of the products in the catalog should be reduced by about 20 percent.

Question 72

Evaluate the effectiveness of subliminal persuasion and messages in marketing. Be sure to demonstrate your knowledge of the evidence about the success of the technique as presented in the text.

Question 73

What is a just noticeable difference (j.n.d)?

Question 74

Novelty in the form of interruption intensifies our experiences, increases our enjoyment of pleasant stimuli and amplifies our dislike of unpleasant stimuli.

Question 75

Define perceptual selection and describe the types of filters that prevent clear perception and the reception of marketing stimuli.

Question 76

Explain the closure principle.

Question 77

Weber's Law states that the intensity of the stimulus is greater if its duration is increased.

Question 78

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

Question 79

As a personal selection factor, adaptation is seen as the degree to which consumers continue to notice a stimulus over time. Five factors can lead to adaptation. List and briefly describe the connection with adaptation.

Question 80

You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. Perception is imptant in undrstdng consmr bhavr.