Deck 3: Consumer Learning Starts Here: Perception

Question 1

Selective perception includes selective exposure, selective attention, and selective retention.

Answer 1

False
Selective perception includes selective exposure, selective attention, and selective distortion.

Question 2

Sensing represents a delayed response to stimuli that has come into contact with one of the consumer's five senses.

Answer 2

False
Sensing represents an immediate response to stimuli that has come into contact with one of the consumer's five senses.

Question 3

The process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses is called attention.

Answer 3

False
This is exposure.

Question 4

The perceptual process ends with some reaction.

Question 5

Comprehension is the consumer's attempt to derive meaning from information received.

Question 6

Consumer perception involves two phases: sensing and organizing.

Question 7

Selective cognition involves paying attention to only certain stimuli.

Question 8

Accommodation occurs when a consumer easily recognizes a round, red fruit as an apple.

Question 9

Attention is the purposeful allocation of information-processing capacity toward developing an understanding of something.

Question 10

On his way to work, Hank passes by many billboards and many ads play on the radio while he's driving, but he only sees and hears a few of them. This is an example of selective distortion.

Question 11

Sensation describes a consumer's immediate response to information.

Question 12

Perception represents a subjective reality.

Question 13

The term cognitive refers to a mental or thinking process.

Question 14

Learning can occur without even trying.

Question 15

Contrast occurs when a stimulus does not share enough in common with existing categories to allow categorization.

Question 16

Depending on the extent to which a stimulus can be categorized, three possible reactions may occur: assimilation, accommodation, or contrast.

Question 17

Comprehension refers to a consumer's awareness and interpretation of reality.

Question 18

The first stage of the perceptual process is comprehension.

Question 19

Cognition refers to the process by which the human brain assembles the sensory evidence into something recognizable.

Question 20

Perception refers to a change in behavior resulting from the interaction between a person and a stimulus.

Question 21

With reactive learning, consumers simply sense and react (or respond) to the environment.

Question 22

Subliminal stimuli are below the cognitive threshold of perception.

Question 23

Voluntary memory occurs when a person is trying to remember the stimuli, such as when learning is intentional.

Question 24

Hans searched the Internet, talked to friends, and visited several stores when deciding on a new cell phone. Hans was engaged in proactive learning.

Question 25

The mere exposure effect has the greatest effect on familiar objects.

Question 26

Subliminal processing refers to the way in which consumers can be influenced without their brain even sensing being exposed to a stimulus.

Question 27

The JMD (just meaningful difference) represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same.

Question 28

Attention refers to the interpretation or understanding that a consumer develops about some stimulus.

Question 29

Selective distortion is a process by which consumers interpret information in ways that are biased by their previously held beliefs.

Question 30

Implicit memory is memory for things that a person did not try to remember.

Question 31

Weber's Law states that as the intensity of the initial stimulus decreases, a consumer's ability to detect differences between two levels of the stimulus decreases.

Question 32

All things equal, a consumer is more likely to pay attention to stronger stimuli than to weaker stimuli.

Question 33

Marketers use the term noise to describe the idea that consumers are often bombarded with too much information in their daily lives.

Question 34

Involvement refers to the personal relevance toward, or interest in, a particular product.

Question 35

The JND (just noticeable difference) represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same.

Question 36

Product placements involve branded products being shown or mentioned in movies or television shows.

Question 37

Involuntary attention occurs when a person is startled by a loud noise and turns his head toward the source of the noise.

Question 38

Learning requires attention.

Question 39

The mere exposure effect works best when the consumer is distracted from processing the focal stimulus.

Question 40

Subliminal persuasion is extremely effective.

Question 41

When a cat learns to run to the kitchen when it hears the sound of the electric can opener, instrumental conditioning has occurred.

Question 42

Henrik has set aside three hours where he will do nothing else but study for his upcoming marketing exam. He turns off his television, phone, and computer because he knows he will not be able to focus on his textbook otherwise. Which element of perception do these actions best represent?

A) concentration
B) comprehension
C) attention
D) categorization
E) sensation

Question 43

To be effective, the conditioned stimuli should be presented before the unconditioned stimuli, and the paring of the two should be done consistently and with repetition.

Question 44

In instrumental conditioning, discriminative stimuli are stimuli that are differentiated from other stimuli because they alone signal the presence of a reinforcer.

Question 45

Which term describes a consumer's immediate response after exposure to a stimulus?

A) sensation
B) cognition
C) affect
D) attention
E) perception

Question 46

Shaping is a process through which the desired behavior is altered over time, in small increments.

Question 47

_____ is the purposeful allocation of information processing capacity toward developing an understanding of some stimulus.

A) Exposure
B) Comprehension
C) Sensation
D) Attention
E) Intention

Question 48

_____ refers to a change in behavior resulting from the interaction between a person and a stimulus.

A) Habituation
B) Discrimination
C) Categorization
D) Perception
E) Learning

Question 49

With classical conditioning, behavior is conditioned through reinforcement.

Question 50

Negative reinforcement refers to the removal of bad stimuli as a way of encouraging behavior.

Question 51

Classical conditioning and cognitive conditioning are two major approaches found in behavioral learning theory.

Question 52

Natalie walked by a bakery and her first response was a feeling of desire for something tasty because of the alluring aroma coming from the store. This immediate response Natalie experienced is called _____.

A) cognition
B) affect
C) perception
D) exposition
E) sensation

Question 53

A consumer's awareness and interpretation of reality is known as _____.

A) perception
B) attention
C) exposure
D) learning
E) cognition

Question 54

Behaviors often cease when reinforcers are no longer present.

Question 55

Many store brand packages look similar to national name brand packages. This is done with the hope that consumers' awareness of and interpretation of the package design might lead them to think the less expensive store brand is just as good as the more expensive name brand. This is an attempt to influence consumers' _____.

A) exposure
B) affect
C) perception
D) schemata
E) explicit memory

Question 56

In instrumental conditioning, all reinforcement must be positive. Otherwise, behavioral change will not occur.

Question 57

The first step in the perceptual process is called _____ and refers to process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses.

A) attention
B) exposure
C) comprehension
D) learning
E) retention

Question 58

The cost for a 30-second advertising slot on the Super Bowl was $3 million in 2011, and that's on top of the costs to produce the commercial. Advertisers are spending $3 million to activate which aspect of the consumer perception process?

A) attention
B) comprehension
C) affect
D) exposure
E) cognition

Question 59

Mesha read a magazine article and found out that we are supposed to consume 25 grams a fiber a day and that fruits, vegetables, and whole grains are good sources of fiber. The next time she went to the store, she purchased whole wheat bread and more fruits and vegetables than she would have if she hadn't read that article. This change in Mesha's behavior is an example of _____.

A) learning
B) perception
C) habituation
D) cognitive dissonance
E) classical conditioning

Question 60

In classical conditioning, the primary stimulus is the stimulus with which a behavioral response is already associated.

Question 61

_____ occurs when a stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category.

A) Assimilation
B) Accommodation
C) Contrast
D) Selective distortion
E) Sensation

Question 62

Consumers are bombarded with hundreds of marketing messages each day but "see" only a small portion of them because they screen out most of them. This is an example of _____.

A) discrimination
B) selective retention
C) selective distortion
D) selective exposure
E) selective sensation

Question 63

The Department of Human Health and Safety has advised Americans to cut down on salt intake because it can lead to health problems such as heart disease and stroke. Bob doesn't believe all that because his grandfather always puts a lot of salt on his food and he's 90 years old. Which element of Bob's selective perception does this illustrate?

A) selective persuasion
B) selective exposure
C) selective attention
D) selective distortion
E) absolute distortion

Question 64

_____ is the process by which the human brain assembles the sensory evidence into something recognizable.

A) Perception
B) Sensory categorization
C) Cognitive organization
D) Contrast
E) Reaction

Question 65

The number of post-season college football bowl games has increased over the years. Even the most diehard football fan might not want to watch all of them. Most people just watch the ones they are most interested in. This is an example of _____.

A) accommodation
B) selective exposure
C) subliminal processing
D) absolute attention
E) determinant processing

Question 66

The term marketers use to describe the idea that consumers are often bombarded with too much information in their daily lives is _____.

A) clutter
B) noise
C) distraction
D) sensation
E) assimilation

Question 67

Which of the following refers to the way in which the human brain senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness?

A) selective exposure
B) subliminal processing
C) selective attention
D) threshold processing
E) just noticeable differentiation

Question 68

James is six years old and was looking at a game on television where players were tossing a small ball around using long sticks with a little net on the end with the objective to get it in the opponent's goal. He knew it wasn't soccer or hockey, but he couldn't figure out what it was. Finally, he had to ask his mother, who told him the sport was called lacrosse. Which cognitive organization reaction did James likely experience?

A) assimilation
B) internalization
C) contrast
D) distortion
E) combination

Question 69

Sheri was having a few friends over and she served endamame as a snack. Bob thought she was serving peas because that's the only thing he thought came in pods like that. Sheri explained that endamame is soy beans. For Bob to recognize endamame in the future, which cognitive organization reaction must occur?

A) assimilation
B) internalization
C) accommodation
D) contrast
E) sensation

Question 70

IKEA is a large home furnishings retailer that offers good furniture at very low prices with stores all over the world. One way the company can offer such low prices is by having the customer assemble the furniture themselves. Therefore, instruction booklets accompanying the products usually rely heavily on pictures to make it easier for customers to understand how to put the furniture together. Even with pictures, though, it is often difficult to assemble the product. Sometimes, consumers will study the directions closely and still not understand what they are supposed to do. Which element of perception in not accomplished?

A) exposure
B) attention
C) value
D) satisfaction
E) comprehension

Question 71

When consumers attempt to organize information, which possible reactions may occur?

A) sensing, perception, or attention
B) assimilation, accommodation, or contrast
C) enculturation, acculturation, or extinction
D) marginalization, internalization, or externalization
E) acceptance, rejection, or apathy

Question 72

Which of the following response occurs when a stimulus has characteristics such that individuals readily recognize it as an example of a specific category?

A) assimilation
B) accommodation
C) contrast
D) selective distortion
E) sensation

Question 73

Selective perception includes all of the following EXCEPT _____.

A) selective retention
B) selective attention
C) selective distortion
D) selective exposure
E) selective perception includes all of these choices

Question 74

Paying attention to only certain stimuli is which element of selective perception?

A) limited attention
B) selective attention
C) discriminant attention
D) focused attention
E) subliminal attention

Question 75

Selective distortion is the process by which _____.

A) marketers manipulation information to influence consumers
B) consumers form opinions about one brand over another based on the information provided by marketers
C) consumers screen out most stimuli and attend to only a small portion of stimuli
D) marketers determine the minimum strength of stimulus necessary to influence a consumer
E) consumers interpret information in ways that are biased by their previously held beliefs

Question 76

Which of the following occurs when a stimulus does not share enough in common with existing categories to allow categorization?

A) assimilation
B) accommodation
C) contrast
D) selective perception
E) sensation

Question 77

When you went to school or work today, you passed by many billboards and there likely were many advertisements on the radio, but you only saw or heard a few of them. In terms of selective perception, which of the following does this represent?

A) selective exposure
B) selective reaction
C) discriminant exposure
D) subliminal processing
E) assimilation

Question 78

_____ is the attempt to derive meaning from information.

A) Exposure
B) Attention
C) Comprehension
D) Learning
E) Sensation

Question 79

Most consumers easily recognize a round, bouncy toy as a ball. What cognitive organization reaction has occurred?

A) contrast
B) internalization
C) accommodation
D) selection
E) assimilation

Question 80

Maria is traveling through Europe but doesn't speak any of the languages in the countries she's visiting. When she looks at signs and menus, she tries to sort the words into something recognizable so she might understand them. What is this process called?

A) cognitive organization
B) sensory assimilation
C) discrimination
D) selective perception
E) sensory comprehension