Question 1

A stage in the perception process is ________.
A) exposure
B) attention
C) interpretation
D) all of the above

Accepted Answer

The perception process includes exposure, attention, and interpretation as stages where individuals first encounter stimuli, then focus on certain stimuli, and finally assign meaning to them.

Question 2

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains 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?
A) the intensity threshold
B) the differential threshold
C) the absolute threshold
D) the relative threshold

Accepted Answer

The absolute threshold refers to the minimum level of stimulus intensity needed for a stimulus to be perceived. In this case, the text size on the billboard is too small to be detected by motorists driving at high speeds, meaning it falls below the absolute threshold for visibility at that distance and speed.

Question 3

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.
A) exposure
B) vigilance
C) discrimination
D) relevance

Accepted Answer

The discrimination factor leading to adaptation suggests that simple stimuli habituate because they do not require attention to detail. This means that when stimuli are simple and do not require detailed processing, individuals can easily discriminate them without paying much attention, leading to habituation.

Question 4

When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs.
A) just noticeable difference
B) retention
C) subliminal suggestion
D) exposure

Accepted Answer

When a stimulus comes within the range of someone's sensory receptor, an exposure occurs. This is the initial step in the process of perception, where the sensory system comes into contact with a stimulus.

Question 5

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?
A) exposure
B) attention
C) adaptation
D) interpretation

Accepted Answer

Exposure occurs when a stimulus comes within the range of someone's sensory receptors. In this scenario, Ben Perez becomes exposed to the road crew and the fallen tree when they come within his line of sight.

Question 6

Explain the term "trade dress" and give an example.

Accepted Answer

The answer of Explain the term "trade dress" and give...

Question 7

Haptic senses refers to a consumer's sense of touch.

Accepted Answer

Haptic senses relate to the perception and manipulation of objects using the sense of touch, which is crucial in understanding a consumer's tactile interaction with products.

Question 8

According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.
A) more common
B) stronger
C) weaker
D) more unusual

Accepted Answer

Weber's Law states that the size of the just noticeable difference (i.e., the smallest change in stimulus intensity that can be detected) is a constant proportion of the original stimulus intensity. Therefore, the stronger the initial stimulus, the greater the change must be for it to be noticed.

Question 9

Research has shown that Kansei engineering can be an effective way to design products. Explain how Kansei engineering works and give an illustration that demonstrates your understanding.

Accepted Answer

The answer of Research has shown that Kansei engineering can...

Question 10

If a consumer chooses not to perceive, they are reaching a(n) ________.
A) just noticeable difference
B) differential threshold
C) sensory threshold
D) absolute threshold

Accepted Answer

The answer of If a consumer chooses not to perceive,...

Question 11

Which term refers to perception that is below the level of the consumer's awareness?
A) perceptual vigilance
B) relative difference
C) subliminal perception
D) attention

Accepted Answer

Subliminal perception occurs when stimuli are below the threshold of conscious awareness, meaning the consumer is not consciously aware of them. This contrasts with perceptual vigilance and attention, which involve conscious awareness, and relative difference, which refers to the ability to detect differences between stimuli.

Question 12

One of the principles of psychophysics is that change in the physical environment is not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her?
A) She could make the drink twice as sweet by adding twice the amount of sugar.
B) She would need to research how the perception of "sweetness" changed by the amount of sugar added.
C) She would need to look at the subliminal aspects of "sweetness."
D) She would need to create promotions to tell customer's how "sweet" the new drink is.

Accepted Answer

Psychophysics studies the relationship between physical stimuli and the sensations and perceptions they produce. It suggests that the perception of sweetness does not increase linearly with the amount of sugar added. Therefore, Madison Wilson would need to research how the perception of sweetness changes with varying amounts of sugar to achieve the desired taste.

Question 13

Which of the following is most relevant to a company that wants to position a new brand on price leadership?
A) Gestalt psychology
B) Weber's Law
C) augmented reality
D) the closure principle

Accepted Answer

Weber's Law is most relevant for a company aiming for price leadership because it relates to the perception of differences in stimuli, such as price changes. Understanding how consumers perceive price differences can help in setting prices competitively.

Question 14

The minimum difference that can be detected between two stimuli is known as the ________.
A) absolute threshold
B) gradual differentiation
C) just noticeable difference
D) graded difference

Accepted Answer

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

Question 15

Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.

Accepted Answer

Companies can trademark specific color combinations if they can prove that these colors have become uniquely associated with their brand, offering them exclusive use in their industry.

Question 16

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.
A) absolute
B) differential
C) intensity
D) relative

Accepted Answer

The differential threshold, also known as the just noticeable difference (JND), refers to the minimum difference in stimulation that a person can detect 50 percent of the time between two stimuli.

Question 17

Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter?

Accepted Answer

The answer of Advertising has increasingly become less effective because...

Question 18

Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception.

Accepted Answer

This is an example of selective perception, where Alba consciously ignores the fast food advertising messages due to her strong beliefs and preferences regarding fitness and nutrition, not subliminal perception which occurs without conscious awareness.

Question 19

According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.
A) adapt
B) habituate
C) prime
D) overload

Accepted Answer

Frequently encountered stimuli lead to habituation, meaning that over time, as the rate of exposure increases, the response to the stimuli decreases or becomes less intense. Habituation is a basic form of learning where an organism reduces its response to a repeated stimulus.

Question 20

A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?
A) subliminal perception
B) the figure-ground principle
C) the golden triangle
D) Weber's Law

Accepted Answer

Weber's Law relates to the just noticeable difference in stimuli, such as price changes, and suggests that a noticeable difference is a constant proportion of the original stimulus. In this context, it implies that for a price change to be significant and influence consumer behavior, it must be a noticeable proportion of the original price, not just a fixed amount.

Quiz 3: Perception

A stage in the perception process is ________.

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.

When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs.

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

Explain the term "trade dress" and give an example.

Haptic senses refers to a consumer's sense of touch.

According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.

Research has shown that Kansei engineering can be an effective way to design products. Explain how Kansei engineering works and give an illustration that demonstrates your understanding.

If a consumer chooses not to perceive, they are reaching a(n) ________.

Which term refers to perception that is below the level of the consumer's awareness?

One of the principles of psychophysics is that change in the physical environment is not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her?

Which of the following is most relevant to a company that wants to position a new brand on price leadership?

The minimum difference that can be detected between two stimuli is known as the ________.

Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.

Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter?

Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception.

According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.