Deck 2: Perception

Question 1

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.

Answer 1

A

Question 2

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.

Answer 2

D

Question 3

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.

Answer 3

D

Question 4

A blue chair has the ability to stimulate which feeling?

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

Question 5

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 6

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 7

Upon entering the lobby,guests at Omni Hotels are greeted with the scent of lemongrass and green tea and view elaborate floral displays.In their rooms they will find eucalyptus bath salts and Sensation Bars-mini-bars stocked with items such as mojito-flavoured jelly beans and miniature Zen gardens.This is an example of:

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

Question 8

Sensory inputs is another term for:

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

Question 9

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 10

One implication 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 fresh cinnamon buns induced sexual arousal in a sample of male students.
D) there are no cross-cultural differences in consumer reactions to scents.

Question 11

Cross-cultural research has shown that consumers' favourite colour is:

A) red.
B) yellow.
C) green.
D) blue.

Question 12

Gillette markets their men's face balm (after shave)lotion to many countries.They know that from culture to culture there are vast differences in how people want to smell,and that this should be reflected in their advertising.If they depicted men "layering it on," they most likely would be from:

A) Canada.
B) Germany.
C) France.
D) Japan.

Question 13

According to neuromarketing research,when consumers know the brand name of the beverages,:

A) they prefer Pepsi over Coke.
B) they prefer Coke over Pepsi.
C) they cannot distinguish between different brands of cola.
D) they equally prefer Pepsi and Coke.

Question 14

Muzak Corporation reaches millions of people every day with its music in malls,factories,and elevators.Their music has been linked to:

A) employee complaints.
B) reductions in absenteeism.
C) subliminal advertising.
D) performance decreases.

Question 15

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.

Question 16

Some colour combinations for packages become so well-known that marketers have successfully sought legal protection for their right to exclusive use,

A) patent.
B) copyright.
C) colour code.
D) trade dress.
E)g., Eastman Kodak for its yellow, black, and red film packages. This colour combination becomes known as the company's:

Question 17

Research on visual cues and consumption suggests that:

A) consumers will eat less popcorn from larger containers.
B) consumers will judge a taller glass as holding more fluid than a wider glass.
C) consumers eat less when food is served in multiple smaller serving size packages.
D) consumers will eat fewer M&Ms when they are given a greater variety of colours.

Question 18

The colour __________ has been shown to increase attention.

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

Question 19

In a Sears 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 20

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

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

Question 21

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

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

Question 22

The Muzak Corporation increases the tempo of background music it pipes into offices and factories during the "slump" periods of the day when workers tend to slow down.They call this practice:

A) time compression.
B) subliminal suggestion.
C) stimulus-response training.
D) stimulus progression.

Question 23

Maria,a graphic artist with the celebrity magazine Flameworks,is using airbrushing to insert tiny figures into an ad they will be placing in Maclean's magazine.She is using a technique involving:

A) embeds.
B) visual specialization.
C) adaptation.
D) composition.

Question 24

A billboard is positioned correctly beside a busy highway.However,the merchant that 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+ kmh 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 25

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 26

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 27

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 didn't realize 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 28

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 29

Marisa has just sat through three class lectures at school,and now heads to a fourth,due in ten minutes' time.She found that halfway through her third class,she was having a hard time paying attention.This was most probably due to:

A) sleep deficits.
B) active filtering.
C) attention economy.
D) sensory overload.

Question 30

In a beer ad on TV showing a couple going off to a country cottage,Melinda only paid attention to the sports car.This tendency is known as:

A) perceptual selectivity.
B) consumer screening.
C) attention focusing adaptation.
D) stimulus de-escalation.

Question 31

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 32

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 33

In 1957,an experiment in a drive-in movie showed that increases in sales of popcorn and Coke 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 34

________ 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 35

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

Question 36

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 37

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 38

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 39

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

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

Question 40

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 41

During January,Bill,a marketing director for an alcohol company,ran a successful 6×8-inch advertisement in a magazine that featured a man and a woman having a great time at the beach.In February,he placed the same advertisement in the same magazine,but reduced the size of the ad.Sales of his products declined.What mistake did Bill make?

A) He was using novel stimuli in the advertisement, which are eventually ignored after about a month of exposure.
B) He should not have tried to advertise alcohol in February, a month where sales are typically low.
C) He should not have placed an advertisement two months in a row in the same magazine.
D) He forgot that the size of a magazine advertisement is important for attracting readers.

Question 42

Which of the following may be effective in getting viewers to stop fast-forwarding past television ads recorded on their PVR?

A) use enticing or novel commercials
B) decrease ads' sound level below that of adjacent programs
C) use a preventive or override command in ads
D) keep commercials short, 10 seconds or less, so that they cannot be electronically identified

Question 43

While most automobile companies want to be viewed as being stylish or safe,Subaru appealed to dog owners in a series of innovative advertisements.This was part of Subaru's:

A) positioning strategy.
B) market segmentation.
C) consumer profiling.
D) primary research.

Question 44

Gary illustrated how consumers draw from their organized collection of beliefs or feelings when making a purchase decision.Among his beliefs were that colognes heightened romantic appeal,that fancy French-sounding names were feminine,and that thick cloying scents were like those his old aunts would use.The black bottle of Drakkar Noir was exotic,mysterious-looking,just right.His evaluations stem from his:

A) schemas.
B) icons.
C) historic imagery.
D) tactile cues.

Question 45

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 is engaging in:

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

Question 46

When Terry's promotes their orange-flavoured chocolate as a Christmas treat,they are positioning on:

A) price leadership.
B) specific attributes.
C) product class.
D) occasions.

Question 47

The relationship in which one part of a stimulus configuration dominates a situation,such as a visual field,while other aspects recede into the background,is called:

A) foreground-background.
B) onstage-offstage.
C) figure-ground.
D) dominant-recessive.

Question 48

When a well-known spa redesigned the packaging for its line of spa products containing algae extracts with a "sea of green" look to unify all of its different offerings,it relied upon which principle of stimulus organization?

A) consistency
B) experiential
C) subjectivity
D) similarity

Question 49

The TV advertisement promoting the beach resort placed heavy emphasis on soft sounds and dim colours.The result was viewers quickly lost attention.The factor leading to loss of attention was:

A) intensity.
B) duration.
C) discrimination.
D) exposure.

Question 50

When a local store first changed its window display,Beverly noticed it at once.As she passed it day after day,she no longer paid attention because it had become so familiar.Beverly had:

A) experienced adaptation.
B) formed a stimulus habit.
C) attention dysfunction.
D) stimulus rejection.

Question 51

When Volvo attempted to revamp its brand image by signing an endorsement deal with NBA player Jeremy Lin,they were focusing on:

A) marketing mix.
B) product icons.
C) positioning.
D) repositioning.

Question 52

Brian urgently needs a summer job to earn money for his fall tuition.Lately everywhere he turns he seems to be noticing "help wanted" ads.His increased awareness of ads that relate to his current needs is called:

A) perceptual vigilance.
B) perceptual defense.
C) perceptual actualization.
D) perceptual search.

Question 53

When L'Oreal promotes the fact that they offer a high quality product for a lower price,they are positioning on:

A) price leadership.
B) specific attributes.
C) product class.
D) occasions

Question 54

Jill has been buying most of her clothes from a store that perpetually advertises 30% off.She has come to expect it,and no longer pays attention to the discount. This is an example of:a.accessibility.
B) adaptation.
C) attrition.
D) autoresponse.

Question 55

The way the marketer wants the brand to be viewed by the consumers is referred to as:

A) a positioning strategy.
B) market segmentation.
C) consumer profiling.
D) exposure.

Question 56

The process that marketers follow to develop distinctive images or clearly defined "brand personalities" to distinguish them from competitors is known as:

A) segmentation.
B) marketing mix.
C) product icons.
D) positioning.

Question 57

Enrique has just purchased a new Sony plasma TV,the best and latest technology available for viewing.A few days later he reads a report saying that a better technology for television is due on the market in six months at half the price. He thinks this is hogwash,and stops reading the report halfway through.This is an example of:a.perceptual defence.
B) postpurchase dissatisfaction.
C) customer sensitivity.
D) consumer advocacy.

Question 58

Some years ago,McDonald's claimed that its Big Mac had "Two all-beef patties,special sauce,lettuce,cheese,pickles,onions,on a sesame seed bun." Today if consumers hear "Two all-beef patties...," they laughingly play the game,completing the entire line of copy.Their participation illustrates the gestalt principle of:

A) recency.
B) closure.
C) exposure.
D) completion.

Question 59

A school of thought that maintains people derive meaning from a totality of a set of stimuli,rather from any individual stimulus,is:

A) the holistic processing principle.
B) peripheral persuasion.
C) gestalt psychology.
D) stimulus integration theory.

Question 60

A Telus ad depicts a bright image of a parrot on a stark white background.This is an example of which principle?

A) foreground-background
B) onstage-offstage
C) figure-ground
D) dominant-recessive

Question 61

Marketers contribute to a world overflowing with sensations.

Question 62

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

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

Question 63

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

A) Attention
B) Exposure
C) Perception
D) Sensation

Question 64

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

Question 65

There is evidence to indicate that differences exist between genders in regards to the sense of smell.

Question 66

In an example of _____________,Volkswagen set up a series of outdoor marketing experiences where they put the "Fun Theory" to the test.This is basically the notion that if you make it fun,people will do it.In one example,VW installed musical keyboard bars as stairs in a subway station.This is an example of:

A) sensory marketing.
B) stealth marketing.
C) guerilla marketing.
D) viral marketing.

Question 67

Freda,a 65-year-old woman,has developed an aging ear.This means that:

A) she will not be able to hear at all in a few years.
B) she has lost the ability to hear higher-frequency sounds.
C) she has lost the ability to hear lower-frequency sounds.
D) she can hear music, but not speech.

Question 68

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

Question 69

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 70

____________ involves using communications that are unexpected and unconventional in ways that target consumers in unexpected places.

A) Sensory marketing
B) Stealth marketing
C) Guerilla marketing
D) Viral marketing

Question 71

Which of the following is not a technique that can be used to create contrast?

A) colour
B) position
C) novelty
D) cost

Question 72

The colour of mourning is consistently black across all cultures.

Question 73

Most stimuli in the environment are noticed and registered by consumers.

Question 74

In consumer behaviour,the concept behind a product's market position implies that:

A) the evaluation of a product is based on what it means to person rather than what it does.
B) the evaluation of a product is based on what it does for person rather than what it means.
C) the top-selling brand in a product category always has a stronger market position.
D) price is the most important "P" to consider when formulating a marketing strategy.

Question 75

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

Question 76

Readership ad scores in magazines increase in proportion to the ________ of the ad.

A) size
B) colour
C) novelty
D) cost

Question 77

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

Question 78

On Monday,Frank was driving to work and noticed a new billboard.One week later,although the same billboard was there,he didn't notice it anymore.This is an example of how ________ can affect adaptation.

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

Question 79

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

Question 80

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