Deck 3: Consumer Learning Starts Here: Perception

Question 1

Everyday on his drive to work,Hank passes by many billboards and many ads play on the radio in his car.However,he only sees and hears a few of them.This is an example of selective distortion.

Answer 1

False
Selective exposure involves screening out most stimuli and exposing oneself to only a small portion of stimuli.

Question 2

The term "anthropomorphism" refers to a design that gives human like characteristics to inanimate objects.

Answer 2

True

Question 3

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

Answer 3

False
Assimilation occurs when a stimulus has characteristics such that individuals readily recognize it as an example of a specific category.

Question 4

Consumers are undiscriminating in the information to which they pay attention.

Question 5

Selective attention involves paying attention to only certain stimuli.

Question 6

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

Question 7

A consumer's delayed response to information,that occurs as an afterthought,is known as sensation.

Question 8

Perception represents an objective reality.

Question 9

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

Question 10

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

Question 11

Marketers need to know how consumers will react to unknown words when creating the name for a new product or new company.

Question 12

Sensing alone allows a consumer to make sense out of something.

Question 13

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.

Question 14

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

Question 15

Exposure represents the first step to learning.

Question 16

Consumers learn marketing-related information both intentionally as well as unintentionally.

Question 17

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

Question 18

The phases of perception overlap with the concepts of exposure,attention,and comprehension.

Question 19

The term cognitive refers to a mental or thinking process.

Question 20

The perceptual process ends with a reaction.

Question 21

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 22

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

Question 23

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

Question 24

Branded products placed conspicuously in movies or television shows can result in implicit memory formation.

Question 25

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

Question 26

Contrasting stimuli are extremely ineffective in getting attention.

Question 27

Explicit memory becomes stronger the more distracted one is from attending to the stimulus.

Question 28

Explicit memory creates preattentive effects.

Question 29

In the case of intentional learning,consumers simply sense and react (or respond)to the environment and do not attempt to comprehend the information presented.

Question 30

The mere exposure effect can take place even when there is no recall of the previous stimulus.

Question 31

Subliminal persuasion is behavior change induced or brought about based on selectively processing a message.

Question 32

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

Question 33

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

Question 34

Comprehension is an important topic for marketers because this stage determines the effectiveness of marketing communication.

Question 35

Voluntary memory is the memory for information one is exposed to,attends to,and applies effort to remember.

Question 36

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 37

Subliminal processing refers to the way in which consumers can be influenced without their brains sensing exposure to any kind of stimuli.

Question 38

The JMD (just meaningful difference)represents the smallest amount of change in a stimulus that would influence consumer consumption and choice.

Question 39

Involuntary attention is attention that is in the control of the consumer and that occurs as a result of exposure to familiar stimuli.

Question 40

Research examining subliminal processing suggests that subliminal persuasion is a very effective marketing tool.

Question 41

In classical conditioning,behavior is conditioned through reinforcement.

Question 42

Mesha read a magazine article and found out that a normal healthy adult should consume 25 grams of 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 the article.This change in Mesha's behavior is an example of _____.

A)learning
B)sensitization
C)habituation
D)cognition
E)distortion

Question 43

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

A)Reaction
B)Comprehension
C)Sensation
D)Attention
E)Retention

Question 44

According to the behaviorist approach to learning,the human mind acts much like a computer.

Question 45

According to the cognitive perspective to learning,the human brain is a "black box."

Question 46

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.Which of the following terms refers to this instantaneous response that Natalie experienced?

A)Retention
B)Comprehension
C)Simulation
D)Attention
E)Sensation

Question 47

The attempt to derive meaning from information is known as _____.

A)motivation
B)reaction
C)comprehension
D)simulation
E)sensation

Question 48

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

Question 49

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

A)Cognitive dissonance
B)Emotional labor
C)Self-concordance
D)Emotional contagion
E)Learning

Question 50

The first step in the perceptual process is called _____ and refers to 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.

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

Question 51

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

Question 52

A company that produces a popular brand of pasta decides against increasing product price.Instead,the management decides to decrease the quantity of packed content from 100gms to 90gms.According to the management,a price increase would risk losing its brand loyal consumers who relate to the brand as affordable.This is an attempt to retain the consumers' _____ of their product.

A)anticipation
B)disposition
C)perception
D)motivation
E)distortion

Question 53

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

Question 54

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

Question 55

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

Question 56

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

A)disposition
B)motivation
C)perception
D)sensitization
E)anticipation

Question 57

Henry met an old friend,a fitness enthusiast,at his high school reunion.The friend convinced him of the long-term health benefits of following a fitness regimen.Following this interaction,he registered for a membership in the neighborhood fitness center,a move Henry had deliberately avoided in the past.This change in Henry's behavior can be attributed to _____.

A)sensitization
B)cognition
C)habituation
D)learning
E)distortion

Question 58

In instrumental conditioning,all reinforcement must be positive for behavioral change to occur.

Question 59

Which of the following terms describes a consumer's immediate response after exposure to a stimulus?

A)Sensation
B)Retention
C)Comprehension
D)Attention
E)Simulation

Question 60

Behaviors often cease when reinforcers are no longer present.

Question 61

_____ involves screening out most stimuli and exposing oneself to only a small portion of stimuli.

A)Selective neutrality
B)Selective exposure
C)Selective filtration
D)Filtered exposure
E)Exposure distortion

Question 62

Which of the following terms is used by marketers to describe the idea that consumers are often bombarded with too much information in their daily lives?

A)Clutter
B)Noise
C)Distraction
D)Discord
E)Distortion

Question 63

Which of the following reactions is most likely to occur when a stimulus does not share enough in common with existing categories to allow categorization?

A)Assimilation
B)Accommodation
C)Contrast
D)Distortion
E)Anticipation

Question 64

The strength of a(n)_____ stimulus is lower than the absolute threshold of perception.

A)conditioned
B)aversive
C)subliminal
D)supraliminal
E)discriminative

Question 65

_____ refers to a design that gives human like characteristics to inanimate objects.

A)Iconism
B)Animism
C)Anthropomorphism
D)Aniconism
E)Zoomorphism

Question 66

Bob read a circular from the Department of Human Health and Safety,recommending a lower intake of salt as its high consumption can lead to health problems.Bob always believed that salt is good for health,as his grandfather who is 90 years of age,adds a lot of salt in his food.Bob rejects the information on the circular as rubbish.Which of the following will offer the most likely explanation for Bob's rejection?

A)Selective persuasion
B)Selective exposure
C)Selective attention
D)Selective distortion
E)Selective precipitation

Question 67

The behavior change induced when the human brain processes stimuli that occur below the level of human consciousness is known as _____.

A)selective distortion
B)subliminal discrimination
C)selective attention
D)subliminal persuasion
E)preattentive effect

Question 68

A light brown,slightly sticky,sweet,round food with a hole in the middle is easily recognized as a doughnut in nearly every part of the world.Which of the following consumer reactions to a stimulus is demonstrated in this example?

A)Accommodation
B)Assimilation
C)Simulation
D)Distortion
E)Contrast

Question 69

Selective distortion is the process by which:

A)marketers manipulate 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 70

Which of the following reactions 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)Distortion
E)Anticipation

Question 71

Consumers confront a barrage of marketing messages each day.Banner ads on websites,billboards,and print media are some of the agents through which these messages are communicated to the consumers.However,most consumers "see" only a few of these messages and screen out the rest.This process of filtering out stimuli is known as _____.

A)selective precipitation
B)selective retention
C)selective distortion
D)selective exposure
E)selective filtration

Question 72

Choco Fond,a dessert place,introduced a new square-shaped ice-cream cone with a soft gooey texture instead of the usual crunchy cone.Choco Fond's customers never warmed up to the new product as they felt it was too different from the traditional cone and never gave them the feeling of having an ice-cream.Which of the following reactions is most likely to account for the customers' cognitive categorization of the new product?

A)Contrast
B)Anticipation
C)Accommodation
D)Distortion
E)Assimilation

Question 73

IKEA is a large retail store that offers an endless list of products.Every time Richard goes to IKEA,he makes a note of the things he needs and avoids wasting time exploring the other products on display at the store.Which of the following processes is exemplified by Richard's act of filtering out products he does not need?

A)Selective attention
B)Selective precipitation
C)Selective abstraction
D)Selective filtration
E)Selective distortion

Question 74

_____ 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)Distortion
E)Simulation

Question 75

Choco Fond,a dessert place,introduced a new product that is served piping hot unlike their usual cold desserts.Choco Fond's customers were initially apprehensive of it.However,after trying it,they found it creamy and sweet like everything else on Choco Fond's menu,even though it looks nothing like the other products on the menu.Which of the following reactions is most likely to account for the customers' cognitive categorization of the new product?

A)Assimilation
B)Simulation
C)Accommodation
D)Contrast
E)Distortion

Question 76

Which of the following concepts represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same?

A)Absolute difference
B)Just noticeable difference (JND)
C)Subliminal difference
D)Distortive difference
E)Incremental difference

Question 77

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

A)Cognitive dissonance
B)Cognitive inertia
C)Cognitive organization
D)Cognitive disequilibrium
E)Cognitive distortions

Question 78

Jazzy,a personal care products manufacturer,incorporated customers' suggestions in designing its new brand of safety razors for men.However,when it reached the market,customers could not perceive any improvement from the old razors.The customers' reaction indicates that the new razor design failed to register a(n)_____ difference when compared with the old one.

A)subliminal
B)assimilative
C)integrative
D)distortive
E)just noticeable

Question 79

Which of the following terms 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)Sequential processing
B)Subliminal processing
C)Centralized processing
D)Threshold processing
E)Parallel distributed processing

Question 80

Susan has an aversion for Zoco,a fast food chain.When a health journal reports on an ingredient used by Zoco as having a potential health risk,Susan's aversion is strengthened.Now,Susan advises all her friends and relatives to avoid Zoco,even though other fast food chains use the same ingredient.Which of the following offers the most likely explanation for Susan's reaction to the journal report?

A)Selective filtration
B)Selective satisfaction
C)Selective distortion
D)Selective neutrality
E)Selective precipitation