Question 1

Perception depends only on the physical stimuli experienced by the person.

Accepted Answer

Perception also depends on individual differences, expectations, and past experiences, which can influence how someone interprets and responds to the physical stimuli.

Question 2

Betsy, a teenager, uses most of her after-school hours in either playing tennis or watching movies. She barely manages to concentrate on her lessons for a couple of hours before exams. Being questioned about her substandard performance in school, she points out the teacher's inability to complete the entire course during the school hours as the possible reason. Betsy's behavior is most likely to be associated with ________.

Accepted Answer

Betsy's behavior is an example of hedonic bias, where she blames external factors (the teacher's inability) for her poor academic performance rather than her own actions (prioritizing tennis and movies over studying).

Question 3

Sensory memory is the virtually unlimited repository where information that we encounter as we go through life ends up.

Accepted Answer

Sensory memory is a very brief (about 1-2 seconds for visual information, a few seconds for auditory information) storage system for sensory information; it is not virtually unlimited but rather very limited in both capacity and duration.

Question 4

The ________ says people have a general tendency to attribute success to themselves and failure to external causes.

Accepted Answer

The correct term is "hedonic bias," which describes the tendency of individuals to attribute their successes to internal or personal factors while attributing failures to external or situational factors. This bias helps maintain a positive self-image.

Question 5

The associative network memory model views long-term memory as ________.

Accepted Answer

The associative network memory model views long-term memory as a set of nodes (pieces of information) and links (associations between those pieces of information). It suggests that memory retrieval is the process of activating these links to access the desired information.

Question 6

Sigmund Freud assumed that the psychological forces shaping people's behavior are largely unconscious, and that people cannot fully understand their motivations.

Accepted Answer

This is a key aspect of Freud's psychoanalytic theory. He believed that much of human behavior is driven by unconscious desires and conflicts, and that people cannot fully understand or control these forces without the help of psychoanalysis.

Question 7

According to Herzberg's two-factor theory, satisfiers will make the major difference as to which brand the customer buys.

Accepted Answer

Herzberg's two-factor theory states that satisfiers (such as product quality and customer service) are more important than hygiene factors (such as price and packaging) in determining a customer's brand preference.

Question 8

In Maslow's Hierarchy of Needs, a sense of belonging and love are examples of social needs.

Accepted Answer

Maslow's Hierarchy of Needs includes five levels of basic human needs, and social needs such as a sense of belonging and love are part of the third level, which is the level of psychological needs.

Question 9

Psychogenic needs arise from the physiological states of tension such as hunger or discomfort.

Accepted Answer

Psychogenic needs arise from psychological or social factors, not physiological states of tension.

Question 10

Selective attention is the tendency to interpret information in a way that will fit our preconceptions.

Accepted Answer

Selective attention is actually the tendency to focus on and pay more attention to certain stimuli while ignoring others, regardless of our preconceptions. It is a cognitive process related to perception and attention, not interpretation.

Question 11

People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli.

Accepted Answer

This is known as the Weber-Fechner law, which states that the noticeable difference in stimuli is proportional to the original size of the stimuli.

Question 12

When Chrysler decided to offer the PT Cruiser, they did so based on the recommendations of Ernest Dichter, who helped them unlock the code, or the unconscious meaning people give to a particular market offering.

Accepted Answer

Ernest Dichter, a pioneer in consumer psychology and motivational research, did not specifically advise Chrysler on the PT Cruiser. The PT Cruiser's design and marketing strategies were developed by Chrysler's own team, influenced by retro styling trends and market research, but not directly by Dichter's recommendations.

Question 13

Cognitive psychologists believe that memory is ________, so that once information becomes stored in memory, its strength of association decays very slowly.

Accepted Answer

Cognitive psychologists believe that memory is extremely durable, meaning that once information becomes stored in memory, its strength of association decays very slowly.

Question 14

________ theory teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.

Accepted Answer

The statement describes the principles of Learning theory, which is based on the idea that consumers can be conditioned to respond positively to a product by using motivational cues and reinforcement. This theory emphasizes the importance of associating products with strong drives or needs, such as hunger or pleasure, in order to create demand.

Question 15

Amtex electronics, a consumer products brand, frequently advertises its products inside supermarkets and retail stores to promote the process of memory ________ and stimulate purchase.

Accepted Answer

Memory retrieval refers to the process of accessing previously encoded and stored information. Advertising inside supermarkets and retail stores aims to stimulate this process in consumers in order to trigger a purchase.

Question 16

As Rita scans the yellow pages section of her phonebook looking for a florist, she sees several other products and services advertised. Though interesting on first glance, she quickly returns to her primary task of finding a florist. The items that distracted her from her initial search were most likely stored in which of the following types of memory?

Accepted Answer

Short-term memory is the type of memory that holds information for a brief period of time, typically up to 30 seconds. In this scenario, the distracting items from the phonebook were only briefly held in Rita's memory, indicating that they were stored in her short-term memory.

Question 17

________ refers to the process in which information gets out of memory.

Accepted Answer

The answer of ________ refers to the process in which...

Question 18

When State Farm uses consumer research to create a mental map of consumers that indicates that consumers perceive State Farm as conservative, safe, responsive, and convenient, they are interested in subliminal perceptions.

Accepted Answer

State Farm is interested in understanding their brand perception, not subliminal perceptions. Brand perception refers to how consumers consciously perceive and evaluate the brand based on their experiences and interactions, not the subconscious influences.

Question 19

According to Maslow's hierarchy of needs model, recognition, self-esteem, and status constitute a person's social needs.

Accepted Answer

According to Maslow's hierarchy of needs model, recognition, self-esteem, and status are part of the esteem needs, not the social needs. Social needs include love, friendship, and belonging.

Question 20

Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides to try a different flavored yogurt. Instead of trying out the flavors offered by competing brands, Anne selects a different flavor offered by Yoplait. Here, her past experience with the brand prompts her to make the choice. Anne's behavior can be best described as ________.

Accepted Answer

Anne's behavior can be best described as generalization, where her past experience with the brand Yoplait prompts her to choose a different flavor offered by the same brand.

Quiz 6: Analyzing Consumer Markets