Question 1

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

Accepted Answer

The answer of Which of the following refers to the...

Question 2

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 assign human characteristics or emotions to non-human entities, which is what we do when we evaluate products using our schemas for classifying people.

Question 3

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 question are derived from Gestalt psychology, which emphasizes the importance of perceiving the whole, rather than just individual components. The other options are not relevant to the organization of sensory information in the brain.

Question 4

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 5

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 is responding to sensory inputs emanating from the external environment, such as the sight of the Baskin-Robbins billboard and the feel of her new sweater on a crisp fall day.

Question 6

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 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 used to create contrast, which refers to the difference between two or more elements in a design. Contrast helps to create visual interest and can draw attention to certain elements or information.

Question 8

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 9

________ 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 term "Gestalt" refers to the idea that the whole is greater than the sum of its parts. In psychology, Gestalt theory emphasizes that our perception of objects is not just the sum of their individual parts, but also involves our perception of the arrangement of those parts.

Question 10

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 plan for how a company positions its brand in the marketplace relative to its competitors. It guides how the company uses elements of the marketing mix (product, price, place, promotion) to influence consumers' perceptions of the brand's meaning. Sensory signature and priming strategies are specific tactics that can be used within a positioning strategy, and Gestalt psychology is a theory of perception that may inform a positioning strategy, but it is not the term used to describe the overall plan.

Question 11

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

Marketers can use lifestyle, attributes, competitors, and quality to create a distinctive position for their brand in the market. This refers to the unique place the brand occupies in the minds of consumers in relation to its competitors. A trade dress refers to the visual appearance of the product, while a sensory signature and priming are more specific terms that refer to sensory and psychological cues used in marketing.

Question 12

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 stimulation necessary for a person to detect a stimulus. In this case, motorists cannot detect the small typeface used in the billboard due to the high speed and distance from the billboard, indicating that the absolute threshold for detecting the message is not being met.

Question 13

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 is a tendency to protect oneself by blocking out or modifying threatening stimuli in the environment. It involves distorting or minimizing the perceived threat to maintain a sense of safety or well-being. Perceptual vigilance, on the other hand, is an increased sensitivity to stimuli that are relevant to one's needs, interests, or goals. Subliminal perception refers to the processing of stimuli that are below the threshold of conscious awareness. Adaptation, finally, is the process by which sensory systems adjust to changes in the environment over time, leading to a decrease in sensitivity to a particular stimulus.

Question 14

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 involves creating semiotic relationships between objects (products) and interpretants (benefits) by inventing new connections, such as Marlboro cigarettes being associated with the American frontier spirit. Semiotics is the study of signs and symbols and their use or interpretation, making option C the best choice. Subliminal persuasion (A) refers to advertising messages that are below the threshold of conscious awareness, while figure-ground projection (B) involves perceiving an object as standing out from its surroundings. Consumer-modeling connections (D) is not a commonly used term in advertising.

Question 15

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

Accepted Answer

The field of semiotics specifically focuses on the study of signs and symbols and how they are used to create meaning. Psychophysics is the study of the relationship between physical stimuli and sensory perception. Gestalt is a school of psychology that emphasizes the importance of holistic perception and organization of stimuli. Hyperreality is a concept that describes the blurring of the boundaries between reality and simulation.

Question 16

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 answer of A new Green Giant ad campaign relied...

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

The sensory image that represents the intended meaning is the sign in semiotics. The other components are the object (the thing being represented) and the interpretant (the meaning or idea being conveyed). The structure refers to the overall organization or composition of the message.

Question 18

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 either conventional or agreed-on associations. An icon is a sign that represents something by resembling it, while an index is a sign that points to or indicates the presence of something. A schema is a mental framework or conceptual model that helps organize and interpret information.

Question 19

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 utilizing the aroma of fresh coffee to appeal to customers' senses and tempt them to come inside for a cup.

Question 20

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 a cognitive process where exposure to a stimulus influences a person's response to a subsequent stimulus. In this case, certain properties of a stimulus can serve as primes and activate a schema, which is a mental framework or structure that organizes information about a particular concept or category.

Quiz 2: Perception

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

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

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.

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

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

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

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.

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

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 ________.

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

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.

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

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.