Question 1

A new Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were now unified under a common design banner.
A) principle of similarity
B) figure-ground principle
C) subliminal principle
D) closure principle

Accepted Answer

The principle of similarity refers to the tendency to perceive things that look similar as being part of the same group. The redesigned package with a common design banner unifies the products under this principle.

Question 2

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 3

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

Habituation occurs when the brain adapts to repeated or continuous stimuli, leading to a decreased response over time. Therefore, as the rate of exposure increases, the stimuli will habituate or become less impactful on the person.

Question 4

Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.
A) sensory signature
B) position
C) priming
D) trade dress

Accepted Answer

Positioning refers to how a brand is perceived in the minds of consumers. By considering a brand's lifestyle, attributes, competitors, and quality, marketers can strategically position the brand in a unique and favorable way in the marketplace.

Question 5

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 is the minimum amount of stimulation necessary for a person to detect a particular sensory stimulus 50% of the time. In this case, the typeface used on the billboard is too small to be perceived by motorists traveling at high speeds, indicating that it falls below the absolute threshold and is not able to be detected by the sensory system.

Question 6

Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________.
A) sensory inputs emanating from the external environment
B) sensory inputs emanating from the internal environment
C) emotional outputs
D) decision sequences dictated by sensory outputs

Accepted Answer

Nadia's actions are a response to sensory inputs from the external environment, specifically the visualization of the Baskin-Robbins billboard triggering a craving for ice cream.

Question 7

Size, color, position, and novelty are all strategies for creating which of the following?
A) contrast
B) adaptation
C) vigilance
D) thresholds

Accepted Answer

Size, color, position, and novelty are all strategies that create contrast. Contrast refers to the difference between two or more elements, such as in size, color, or position, that captures a person's attention and can make something stand out or be more noticeable.

Question 8

When we ________ products, we evaluate them using schemas we typically apply to classify people.
A) prime
B) filter
C) imprint
D) anthropomorphize

Accepted Answer

Anthropomorphize means to attribute human traits or characteristics to non-human things. Therefore, when we evaluate products using our schemas for classifying people, we are anthropomorphizing the products.

Question 9

The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning.
A) semiotics
B) psychophysics
C) Gestalt theory
D) hyperreality

Accepted Answer

Semiotics is the study of signs and symbols and how they are used to convey meaning in various contexts such as language, communication, and culture.

Question 10

When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers.
A) one-on-one
B) subliminal
C) differentiated
D) sensory

Accepted Answer

The gas station is using sensory marketing by using the scent of fresh coffee to entice customers to come inside.

Question 11

In the process of ________, certain properties of a stimulus evoke a schema.
A) priming
B) differentiating
C) indexing
D) perceptual mapping

Accepted Answer

Priming is the process by which exposure to a stimulus influences a response to a subsequent stimulus, without conscious awareness of the connection between the two. In the case of schemas, priming can activate certain properties or features of a stimulus that are associated with a particular schema, leading to the retrieval of that schema from memory. For example, hearing the word "doctor" might prime the schema of a medical professional, which can then be used to interpret or understand related information.

Question 12

A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations.
A) icon
B) index
C) symbol
D) schema

Accepted Answer

A symbol is a sign that relates to a product by conventional or agreed-on associations. Icons are typically simplified graphics that represent an object or action, whereas indices are signs that point to or indicate something else. Schemas are conceptual frameworks used to organize information.

Question 13

Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from ________, a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.
A) Freudian psychology
B) Gestalt psychology
C) Simmons psychology
D) the Covey approach

Accepted Answer

The principles described in the statement align with the concepts of Gestalt psychology. Freudian psychology focuses on the unconscious mind and its role in behavior, while Simmons psychology and the Covey approach are not recognized schools of psychology.

Question 14

The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.
A) positioning strategy
B) Gestalt psychology
C) sensory signature
D) priming strategy

Accepted Answer

A positioning strategy is a marketing tool used to influence how a brand is perceived in the marketplace relative to its competitors. It guides how the company uses elements of the marketing mix (product, price, promotion, and place) to create a unique identity for the brand and communicate its value proposition to the target audience. This strategy helps the company differentiate itself from its competitors and create a competitive advantage in the market.

Question 15

________ roughly means whole, pattern, or configuration; this perspective is best summarized by the saying "The whole is greater than the sum of its parts."
A) Freudian traits analysis
B) Weber's Law
C) Gestalt
D) Kinsei

Accepted Answer

The characteristics described in the question refer to the principles of Gestalt psychology, which emphasizes perception as a holistic process and highlights the importance of context in shaping our understanding of sensory information. Choice C is the option that corresponds to this perspective.

Question 16

An individual may not process stimuli that are in some way threatening, or may distort the meaning of a stimulus to make it less threatening. This type of perceptual filter is called ________.
A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation

Accepted Answer

Perceptual defense refers to the tendency of individuals to subconsciously screen out stimuli that are emotionally threatening, either by not perceiving them at all or by distorting their meaning to make them less threatening. This is a type of defense mechanism that helps individuals cope with anxiety or stress. Perceptual vigilance, on the other hand, refers to the tendency of individuals to be more attuned to stimuli that are relevant to their needs, interests, or concerns. Subliminal perception refers to the perception of stimuli that are below the threshold of conscious awareness. Adaptation refers to the process by which an individual adjusts to a stimulus that is consistently present over time, such as the sound of a ticking clock.

Question 17

From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning?
A) the sign
B) the object
C) the interpretant
D) the structure

Accepted Answer

In semiotics, the sign is the basic unit of meaning, consisting of a signifier (sensory image or symbol) and a signified (intended meaning). Therefore, the sensory image is the sign which represents the intended meaning in a marketing message.

Question 18

Which of the following refers to the meanings we assign to sensory stimuli?
A) schema
B) semiotics
C) interpretation
D) perception

Accepted Answer

Interpretation refers to the process of assigning meaning to sensory stimuli.

Question 19

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 20

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice?
A) subliminal persuasion
B) figure-ground projection
C) semiotic relationships
D) consumer-modeling connections

Accepted Answer

This practice is most closely related to semiotic relationships, which involves creating connections between objects (symbols, products) and interpretants (meanings, benefits). In this case, Marlboro created a semiotic relationship between their cigarettes and the American frontier spirit, allowing consumers to associate smoking Marlboro cigarettes with embodying the rugged, independent spirit of the American West.

Quiz 5: Perception

A new Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were now unified under a common design banner.

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?

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

Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.

Size, color, position, and novelty are all strategies for creating which of the following?

When we ________ products, we evaluate them using schemas we typically apply to classify people.

The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning.

When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers.

In the process of ________, certain properties of a stimulus evoke a schema.

A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations.

The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.

________ roughly means whole, pattern, or configuration; this perspective is best summarized by the saying "The whole is greater than the sum of its parts."

An individual may not process stimuli that are in some way threatening, or may distort the meaning of a stimulus to make it less threatening. This type of perceptual filter is called ________.

From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning?

Which of the following refers to the meanings we assign to sensory stimuli?

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