Question 1

A billboard is positioned correctly beside a busy highway. However, the merchant that has 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 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

Accepted Answer

The absolute threshold refers to the minimum level of stimulus intensity needed for a stimulus to be detected. In this case, the typeface size is too small to be detected by motorists traveling at high speeds, meaning it does not meet the absolute threshold for visibility.

Question 2

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

Accepted Answer

Gestalt psychology is the school of thought that emphasizes that people perceive and derive meaning from the whole of a set of stimuli rather than from individual components.

Question 3

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:

Accepted Answer

Sensory overload occurs when one is exposed to too much information or stimuli, leading to difficulty in processing and focusing, which is likely what Marisa experienced after multiple classes.

Question 4

The increasingly multicultural makeup of Canada is leading to:

Accepted Answer

The increasingly multicultural makeup of Canada is leading to a trend towards brighter colours because people from different cultures often bring their own unique styles and traditions, which can include wearing brighter colours.

Question 5

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.

Accepted Answer

Exposure affects adaptation as repeated exposure to a stimulus can lead to decreased sensitivity or awareness of it, which is why Frank no longer noticed the billboard.

Question 6

Rameed has 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:

Accepted Answer

Black is often associated with power, authority, and professionalism, which is why Rameed chose to wear a black suit for an important business meeting.

Question 7

Mary does not like to buy things online. Which of the following is a good explanation for this?

Accepted Answer

Mary may prefer to physically touch and feel products before purchasing, which is not possible with online shopping.

Question 8

The main point of is that the ratios, not the absolute differences, are important in describing the least perceptible differences in sensory discrimination.

Accepted Answer

Weber's Law states that the just noticeable difference (JND) between two stimuli is a constant proportion of the original stimulus. This means that the ratios, not the absolute differences, are important in describing the least perceptible differences in sensory discrimination.

Question 9

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:

Accepted Answer

The factor leading to loss of attention was intensity. The advertisement used soft sounds and dim colours, which are low in intensity, making it less likely to capture and hold viewers' attention.

Question 10

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

Accepted Answer

As people age, they often experience presbycusis, which is the loss of ability to hear higher-frequency sounds.

Question 11

An advertisement for Marlboro cigarettes features a middle- aged, rugged looking man wearing a cowboy hat and riding a horse. Which part of the ad is the object?

Accepted Answer

The answer of An advertisement for Marlboro cigarettes features a...

Question 12

is the science that focuses on how the physical environment is integrated into the consumer's subjective experience.

Accepted Answer

Psychophysics is the science that studies the relationship between physical stimuli and the sensations and perceptions they produce in consumers.

Question 13

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:

Accepted Answer

Beverly experienced adaptation, which is when repeated exposure to a stimulus results in a decreased response to it over time.

Question 14

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:

Accepted Answer

The principle behind making small incremental changes to package designs or logos is known as the Just Noticeable Difference (JND), which refers to the minimal change in a stimulus that can just barely be detected by the consumer.

Question 15

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

Accepted Answer

Larger ads tend to capture more attention, leading to higher readership scores.

Question 16

Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotions?

Accepted Answer

There is some evidence that subliminal perception can have limited effects, but they are not specific enough to make subliminal messages effective in advertising.

Question 17

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:

Accepted Answer

The principle of similarity refers to the tendency to group elements that are similar in appearance. By using a "sea of green" look, the spa is creating a unified appearance across its products, leveraging the similarity principle to make them easily recognizable as part of the same line.

Question 18

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:

Accepted Answer

Perceptual vigilance is the heightened awareness of stimuli that are relevant to one's current needs or interests, such as Brian's increased noticing of "help wanted" ads due to his need for a job.

Question 19

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. How would a marketer use hyperreality to find a new use for baking soda?

Accepted Answer

Hyperreality involves creating a simulated reality that blurs the line between reality and fiction. Associating baking soda with a fictional character like Mrs. Clean creates a new, imaginative connection that can enhance the product's appeal.

Question 20

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:

Accepted Answer

This practice is called "stimulus progression," where the tempo of music is adjusted to influence the pace of work and increase productivity during slower periods.

Quiz 2: Consumer and Social Well-Being