Question 1

Hesgrove Automobiles is a well-known car manufacturer. In one of its ads, its latest car is shown in a variety of locales, illustrating its ability to function on all terrains. The car is the focal point of attention, and the locales are relatively unnoticeable. In this case, the ad uses the principle of _____.

Accepted Answer

The ad uses the principle of figure and ground by making the car the focal point of attention while the locales serve as the background or ground.

Question 2

Briefly explain how selective exposure occurs with consumers.

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Question 3

Discuss how marketers can segment markets based on the amount of attention consumers pay to various marketing stimuli.

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Question 4

_____ refers to the fact that individuals have a need to organize perceptions so that they form a meaningful whole.

Accepted Answer

Closure refers to the cognitive process of filling in missing information to complete a perceptual experience. It is the human tendency to look for a complete or whole picture, even when information is missing or incomplete. This need for organization and completion is driven by our innate desire to create meaning and make sense of our environment. Preattentive processing and Figure and Ground are also concepts related to perception but they do not directly relate to the need for organizing perceptions into a meaningful whole. Zapping and Zipping are not relevant terms in this context.

Question 5

Discuss the key characteristics of attention.

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Question 6

Discuss some of the factors that make a marketing stimulus personally relevant to consumers.

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Question 7

Discuss the characteristics that make a marketing stimulus easy to process.

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Question 8

Discuss the factors influencing consumers' exposure to ads.

Accepted Answer

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Question 9

_____ represents a somewhat higher, more meaningful level of processing than simply having stimuli register on consumers' sensory receptors.

Accepted Answer

Perceptual organization involves the interpretation and organization of sensory information, which is a higher level of processing compared to simply having stimuli register on sensory receptors. Source identification, selective exposure, zipping, and zapping are not necessarily higher levels of processing.

Question 10

Explain the process of perception through vision, hearing, taste, smell, and touch.

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Question 11

Discuss ways of maximizing consumer exposure through product distribution and shelf placement.

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Question 12

Explain how consumers become habituated to marketing stimuli.

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Question 13

At Sulgen Bed and Bath store, the mattresses displayed are covered with linen and pillows are placed on the mattresses. This is done to influence the perception of the products. This setting is an example of _____.

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Question 14

Explain preattentive processing.

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Question 15

Researchers at Fourlotts Corp. are thinking of ways to attract customers by making the firm's advertisements pleasant. Discuss the strategies that can be used by Fourlotts Corp.

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Question 16

List the perceptual thresholds, and explain how they are relevant in the context of consumer behavior.

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Question 17

_____ is determining what the stimulus that consumers have detected actually is.

Accepted Answer

Source identification involves determining what the stimulus that consumers have detected actually is. It involves identifying the source of the stimulus, whether it's a brand or a specific product, for example.

Question 18

Perlis Foods has launched a new brand of soda. As a part of its marketing strategy, Perlis Foods has entered into a contract with a leading television production company. The contract arranges for the new brand of soda to be shown in the new TV series to be aired soon. This is an example of _____.

Accepted Answer

This is an example of product placement, where the new brand of soda is placed within the context of the TV series in order to generate brand awareness and potentially drive sales.

Question 19

Which of the following statements is true of subliminal perception?

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Question 20

_____ is the activation of sensory receptors by stimuli presented below the perceptual threshold.

Accepted Answer

Subliminal perception refers to the activation of sensory receptors by stimuli that are presented below the perceptual threshold, which means that the stimuli are not consciously perceived.

Quiz 3: From Exposure to Comprehension