Question 1

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:

Accepted Answer

The answer of In a Sears department store, Katrina noticed...

Question 2

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

Accepted Answer

The limbic system is involved in processing emotions and memories, and it is closely linked to the sense of smell.

Question 3

The ability of a sensory system to detect changes or differences between two stimuli refers to the:

Accepted Answer

The differential threshold, also known as the just noticeable difference (JND), is the minimum difference in stimulation that a person can detect 50% of the time.

Question 4

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?

Accepted Answer

Kansei engineering is a Japanese approach to product design that focuses on the user's sensory experiences. It is based on the idea that people's emotions and preferences are influenced by their senses. In the case of cars, Kansei engineering is used to design cars that are pleasing to the touch, sound, smell, and sight.

Question 5

Which of the following statements in true?

Accepted Answer

Wool is often perceived as a high-class material due to its association with formal and luxury clothing, and silk is traditionally seen as a high-class fabric, especially in women's fashion.

Question 6

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

Accepted Answer

Market position is about the perception and meaning of a product to consumers, rather than just its functional benefits.

Question 7

The ability to process information from more than one medium at a time is known as .

Accepted Answer

Multitasking refers to the ability to handle more than one task or process information from multiple sources simultaneously.

Question 8

Which of the following comes the closest to the concept of "hedonic consumption"?

Accepted Answer

The answer of Which of the following comes the closest...

Question 9

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:

Accepted Answer

The findings were false; the research executives admitted they had fabricated the results.

Question 10

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

Accepted Answer

Perception is the process by which stimuli are selected, organized, and interpreted.

Question 11

Perception is not immediate. It takes time for the brain to process information, but sensations can be immediate and continuous. This means that the perceptual process requires a person to pay attention to some stimuli, and not to others, but it also implies that the process requires _.

Accepted Answer

The perceptual process requires some sort of temporary memory to store sensations so that the brain can process and interpret them over time.

Question 12

Ursula likes eggs that she buys from a grocery store to be refrigerated. While in the U.K., she experienced that in some stores eggs are placed on the shelves unrefrigerated. She refused to buy the product because it:

Accepted Answer

Ursula refused to buy the eggs because it violated her cultural background. In her culture, eggs are refrigerated, so seeing them unrefrigerated in the U.K. went against her expectations and beliefs.

Question 13

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:

Accepted Answer

The Gestalt principle of closure refers to the mind's tendency to see complete figures or forms even if a picture is incomplete, which is why consumers complete the line of copy.

Question 14

A lion is used in Dreyfus Fund ads to suggest the fearlessness that is the company's approach to investments. A sign that is related to a product through a conventional or agreed- upon association is called a/an:

Accepted Answer

A symbol is a sign that is related to a product or concept through a conventional or agreed-upon association, such as the lion representing fearlessness in the Dreyfus Fund ads.

Question 15

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 lowered the size of the ad. Sales of his products declined. What mistake did Bill make?

Accepted Answer

Reducing the size of the advertisement likely made it less noticeable and less effective in attracting readers' attention, leading to a decline in sales.

Question 16

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

Accepted Answer

Muzak Corporation's music has been linked to reductions in absenteeism as it is often used to create a more pleasant and motivating environment, which can lead to improved employee attendance.

Question 17

Michael, a researcher, is studying how consumers interpret the meaning of an advertisement for a popular beverage manufacturer. Michael is most likely a researcher in what field?

Accepted Answer

Semiotics is the study of signs and symbols and their use or interpretation, which is relevant to understanding how consumers interpret the meaning of advertisements.

Question 18

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

Accepted Answer

Enticing or novel commercials can capture viewers' attention, making them less likely to fast-forward through them.

Question 19

Some colour combinations for packages become so well- known that marketers have successfully sought legal protection for their right to exclusive use, e.g., Eastman Kodak for its yellow, black, and red film packages. This colour combination becomes known as the company's:

Accepted Answer

Trade dress refers to the visual appearance of a product or its packaging that signifies the source of the product to consumers, and it can include color combinations.

Question 20

In the nineteenth century, a psychophysicist named Ernst Weber found that:

Accepted Answer

Weber's Law states that the change in a stimulus that will be just noticeable is a constant ratio of the original stimulus, indicating a systematic relationship between stimulus intensity and the perception of change.

Quiz 2: Consumer and Social Well-Being