Question 1

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 2

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 states that the perceived change in a stimulus is proportional to the original intensity of the stimulus. In this case, reducing the price of the sport coat by $3 may not be enough of a noticeable difference for the consumer to justify making the purchase. Understanding Weber's law can help the retailer make more effective price changes in the future.

Question 3

Sensory marketing has proven to be largely ineffective as a marketing approach.

Accepted Answer

Sensory marketing, which aims to engage multiple senses in advertising and branding, has been shown to have a positive impact on consumer behavior and brand perception. Studies have found that sensory cues such as fragrances, music, and visuals can significantly impact consumer preferences and purchase decisions. Therefore, sensory marketing can be an effective marketing approach when used properly.

Question 4

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 between two stimuli that a person can detect. It determines the sensitivity of the sensory system to changes in stimuli, and is a key concept in the study of perception. The absolute threshold, on the other hand, refers to the minimum intensity of a stimulus that can be detected, while the intensity threshold is a measure of the amount of energy necessary to produce a sensation. The relative threshold is not a common term in sensory psychology.

Question 5

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

Accepted Answer

The perception process involves three stages: exposure (when a stimulus is encountered), attention (when a person focuses on the stimulus), and interpretation (when the person makes sense of the stimulus). Therefore, all of the above choices are correct.

Question 6

As people age, their sensory detection abilities decline. The Baby Boomers are fast reaching retirement age. How will advertisements in the future likely change sensory stimuli to accommodate this changing demographic?

Accepted Answer

The answer of As people age, their sensory detection abilities...

Question 7

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

Accepted Answer

This is commonly known as a "trademarked color" or "brand color" and can be protected by trademark laws. Examples include Tiffany & Co.'s use of the color Tiffany blue and UPS's use of the color brown.

Question 8

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 minimum difference that can be detected between two stimuli is known as the just noticeable difference (JND) or difference threshold. The absolute threshold refers to the minimum amount of stimulation needed to detect a stimulus, while gradual differentiation and graded difference are not commonly used terms in the field of sensory psychology.

Question 9

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 10

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 tells us that changes in physical stimuli do not always correspond equally to changes in perception. Therefore, to create a new drink, Madison Wilson would need to research how the perception of sweetness changes with the amount of sugar added in order to create a product that is perceived as "sweet" by consumers.

Question 11

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 12

Haptic refers to a consumer's sense of sight.

Accepted Answer

Haptic refers to the sense of touch or tactile perception, not sight.

Question 13

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 level of stimulus intensity needed for a person to detect a particular stimulus. In this case, the typeface used on the billboard is below the absolute threshold for a motorist going 60+ mph to effectively read it, which is why they are not responding to the advertisement.

Question 14

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

Accepted Answer

When a stimulus comes within range of someone's sensory receptor, exposure occurs.

Question 15

If a consumer chooses not to perceive they are reaching ________.
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 16

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

The answer of Ben Perez is driving along a mountain...

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

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

Accepted Answer

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

Question 19

Colors look duller to older people, which why they prefer white and other bright tones.

Accepted Answer

As people age, the lens in their eye becomes less flexible and less transparent. This causes colors to appear less vivid and more muted. Therefore, older people often prefer white and other bright tones because they can still see the sharp contrast between them.

Question 20

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 not an example of subliminal perception, as Alba is aware of the advertising messages but chooses not to process them. Subliminal perception occurs when stimuli are presented below the threshold of conscious awareness and influence behavior without the individual being aware of it.

Quiz 3: Perception

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

Sensory marketing has proven to be largely ineffective as a marketing approach.

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

A stage in the perception process is ________.

As people age, their sensory detection abilities decline. The Baby Boomers are fast reaching retirement age. How will advertisements in the future likely change sensory stimuli to accommodate this changing demographic?

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

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

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

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?

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

Haptic refers to a consumer's sense of sight.

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

If a consumer chooses not to perceive they are reaching ________.

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?

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

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

Colors look duller to older people, which why they prefer white and other bright tones.

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.