Deck 3: Consumer Learning Starts Here: Perception

Question 1

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

Answer 1

False

Question 2

Perception represents a subjective reality.

Answer 2

True

Question 3

Consumer perception involves two phases: sensing and organizing.

Answer 3

False

Question 4

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

Question 5

The term cognitive refers to a mental or thinking process.

Question 6

The perceptual process ends with some reaction.

Question 7

Sensation describes a consumer's immediate response to information.

Question 8

Learning can occur without even trying.

Question 9

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

Question 10

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

Question 11

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 12

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

Question 13

Selective cognition involves paying attention to only certain stimuli.

Question 14

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

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

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

Question 18

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

Question 19

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

Question 20

The first stage of the perceptual process is comprehension.

Question 21

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

Question 22

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

Question 23

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

Question 24

Subliminal stimuli are below the cognitive threshold of perception.

Question 25

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

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

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

Question 28

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 29

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 30

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

Question 31

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

Question 32

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

Question 33

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 34

Learning requires attention.

Question 35

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

Question 36

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

Question 37

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

Question 38

Subliminal persuasion is extremely effective.

Question 39

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

Question 40

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

Question 41

The first step in the perceptual process involves bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses. What is the term for this step?

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

Question 42

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

Question 43

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

Question 44

What term refers to a consumer's awareness and interpretation of reality?

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

Question 45

With classical conditioning, behaviour is conditioned through reinforcement.

Question 46

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

Question 47

Mesha read a magazine article and found out that we are supposed to consume 25 grams of fibre a day and that fruits, vegetables, and whole grains are good sources of fibre. 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. What prompted this change in Mesha's behaviour?

A) learning
B) perception
C) habituation
D) cognitive dissonance

Question 48

Which of the following is the purposeful allocation of information-processing capacity toward developing an understanding of some stimulus?

A) comprehension
B) sensation
C) attention
D) intention

Question 49

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

Question 50

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. What are marketers attempting to influence within consumers in such cases?

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

Question 51

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

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

Question 52

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

Question 53

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

Question 54

Behaviours often cease when reinforcers are no longer present.

Question 55

The cost for a 30-second advertising slot on the Super Bowl was $3.5 million in 2012, and that's on top of the costs to produce the commercial. Advertisers are spending $3.5 million to activate which aspect of the consumer perception process?

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

Question 56

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

Question 57

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

Question 58

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 59

Which term refers to a change in behaviour resulting from the interaction between a person and a stimulus?

A) discrimination
B) categorization
C) perception
D) learning

Question 60

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. What is the term for the immediate response Natalie experienced?

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

Question 61

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

A) selective exposure
B) subliminal processing
C) selective attention
D) threshold processing

Question 62

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. What is this an example of?

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

Question 63

On your way 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) selective processing
D) selective assimilation

Question 64

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) combination

Question 65

Which term do marketers use to describe the idea that consumers are often bombarded with too much information in their daily lives?

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

Question 66

Maria is travelling 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) selective perception
D) sensory comprehension

Question 67

What 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

Question 68

Sheri was having a few friends over and she served edamame 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 edamame is soy beans. For Bob to recognize edamame in the future, which cognitive organization reaction must occur?

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

Question 69

Which element of selective perception is demonstrated by paying attention to only certain stimuli?

A) limited exposure
B) selective attention
C) focused attention
D) subliminal selection

Question 70

Which term refers to the attempt to derive meaning from information?

A) exposure
B) comprehension
C) learning
D) sensation

Question 71

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

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

Question 72

What 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

Question 73

Which of the following is NOT part of selective perception?

A) selective retention
B) selective attention
C) selective distortion
D) selective exposure

Question 74

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. What is this an example of?

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

Question 75

Which term refers to the process by which the human brain assembles the sensory evidence into something recognizable?

A) perception
B) sensory categorization
C) cognitive organization
D) reaction

Question 76

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 is NOT accomplished?

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

Question 77

Health Canada has advised Canadians 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

Question 78

What occurs in the process of selective distortion?

A) Marketers manipulate information to influence consumers.
B) Consumers form opinions about one brand over another based on the information provided by marketers.
C) Marketers determine the minimum strength of stimulus necessary to influence a consumer.
D) Consumers interpret information in ways that are biased by their previously held beliefs.

Question 79

Which 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) sensation

Question 80

Which reactions might occur when consumers attempt to organize information?

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