Question 1

The market researcher for a candy bar manufacturer discovered that ten cents was the minimum price increase that consumers would notice.This is known as a just noticeable increase or a(n)

Accepted Answer

The concept of a minimum price increase that is noticeable to consumers is known as the differential threshold in perception theory. This threshold is also referred to as the just noticeable difference (JND).

Question 2

In the retail environment,smells are often used to

Accepted Answer

The answer of In the retail environment,smells are often used...

Question 3

When Betty had a cold,she went to the grocery store to buy some nighttime cold medication.She saw both a national brand and the store brand on the shelf in similar green triangular bottles.Betty assumed that the medications were the same because of the similar bottles,so bought the less expensive store brand.When she used it that evening,she realized it was not as effective as the national brand.What perceptual organization principle played a role in Betty's choice?

Accepted Answer

The answer of When Betty had a cold,she went to...

Question 4

Food and beverage marketers often try to monitor consumers' tastes through

Accepted Answer

Taste tests directly measure consumers' reactions to specific food and beverage products, providing valuable insights into their preferences and opinions. Psychographic, demographic, and family profile analyses may also be helpful in understanding consumer behavior, but they are not as direct or accurate as taste tests. Physiological tests may be used to study sensory perception and other physiological responses to food, but they are not typically used in consumer research.

Question 5

____ 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 psychological tendency to perceive incomplete figures as complete, thus organizing perceptions into a meaningful whole.

Question 6

____ states that the stronger the initial stimulus,the greater the additional intensity needed for the second stimulus to be perceived as different.

Accepted Answer

Weber's law states that for a difference to be perceived between two stimuli, the difference must differ by a constant fraction or percentage (rather than a constant amount). This constant fraction is known as the "just noticeable difference" (JND). Weber's law applies to a wide range of stimuli, including brightness, weight, and sound. The law suggests that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

Question 7

David was reluctant to spend his $20 bill on a coffee.However,once he made another necessary purchase with that $20,he quickly bought a coffee with his change.David's initial reluctance was probably due to the perceptual organizational principle of

Accepted Answer

The bias for the whole principle suggests that people tend to prioritize the perceived value of the whole over its individual components. In this case, David may have been hesitant to spend his $20 bill on just a coffee (an individual component) but once he used some of that $20 on a necessary purchase (part of the whole), he felt more comfortable spending the remaining change on a coffee.

Question 8

In Asia,touching between strangers is seen as

Accepted Answer

In many parts of Asia, physical touch between strangers is generally considered to be inappropriate or uncomfortable, especially between members of the opposite sex.

Question 9

In subliminal perception,a stimulus is not consciously perceived

Accepted Answer

The answer of In subliminal perception,a stimulus is not consciously...

Question 10

Our sensory processing is simplified by the presence of ____ that are based on the intensity of the stimulus that impinges on our sensory receptors.

Accepted Answer

Perceptual thresholds are the simplified thresholds that our sensory system uses to determine whether or not to process incoming stimuli. These thresholds are based on the intensity of the stimulus and serve to simplify the processing of sensory information.

Question 11

Walking through the mall,Ying smelled freshly baked pretzels.Aside from appetite,this smell may also likely affect her

Accepted Answer

The smell of freshly baked pretzels can evoke positive emotions such as happiness, comfort, and nostalgia. This can be a powerful tool for businesses to create a positive association with their brand and product.

Question 12

The effects of ____ are not sufficiently strong to manipulate consumers,alter their preferences,or make the ad more memorable,but their content may be capable of eliciting more primitive feeling responses.

Accepted Answer

Subliminal stimuli are those that are below the threshold of conscious awareness, meaning that consumers are not aware that they are being exposed to them. While they may not be strong enough to consciously manipulate consumers or alter their preferences, they may still have an effect on more primitive, subconscious levels.

Question 13

A study found that a pleasant scent ____ product evaluation.

Accepted Answer

The question states that the study found a pleasant scent and its effect on product evaluation. The best choice would be (C) had a positive effect on product evaluation.

Question 14

Music that ____ can increase sales by as much as 38 percent.

Accepted Answer

The answer of Music that ____ can increase sales by...

Question 15

Oftentimes a very attractive person in an ad will be the focal point of attention,whereas the brand name will be relatively unnoticed.This principle of ____ suggests that marketers should want the opposite to occur.

Accepted Answer

Figure and ground is a principle of perception that states that people tend to distinguish the foreground (figure) from the background (ground). In advertising, the brand name should be the figure, while the attractive person should be the background, because people are more likely to remember the figure than the ground. Therefore, marketers should want the brand name to be noticed and remembered, and not just blend in with the background.

Question 16

Research has shown that consumers who ____ are more likely to evaluate both the stores and the salesperson positively.

Accepted Answer

Research indicates that a light, appropriate touch by a salesperson can create a positive impression in the consumer, leading to more favorable evaluations of both the store and the salesperson.

Question 17

____ represents a somewhat higher,more meaningful level of processing than simply having stimuli register on our sensory receptors.

Accepted Answer

Perceptual organization refers to the process by which we take sensory input and use it to form a coherent, meaningful representation of our surroundings. It involves a higher level of processing than simply registering stimuli on our sensory receptors, as it requires us to take in information from multiple sources and integrate it into a meaningful whole. Cognitive combination and affective combination may also involve higher level processing, but they are not directly related to the organization of sensory input. Stimulus network and affective stimuli are not relevant to the process of perceptual organization.

Question 18

Marketers might not want consumers to notice that the size of their candy bar has shrunk again.This is an example of when marketers do not want a(n)

Accepted Answer

The differential threshold is the minimum amount of change in a stimulus required for the consumer to notice the difference. In this case, the marketers do not want the consumer to notice that the candy bar size has changed since it might lead to negative perceptions of the brand or product. Therefore, the marketers want to avoid crossing the differential threshold.

Question 19

Products such as mouthwashes and deodorants are valued primarily because they

Accepted Answer

Mouthwashes and deodorants are primarily valued because they mask odors. Mouthwashes mask bad breath and deodorants mask body odor.

Question 20

____ is the lowest point at which an individual can experience a sensation.

Accepted Answer

The absolute threshold is the lowest point at which an individual can experience a sensation. It refers to the minimum amount of stimulation needed for a person to detect the presence of a sensory signal.

Quiz 3: From Exposure to Comprehension