Question 1

What is the difference between exposure and attention?

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Question 2

What is a differential threshold? Give an example of why this is relevant to marketers.

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Question 3

When the stimulus presented is below the level of the consumer's conscious awareness,the result that occurs is called:

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The term for a stimulus presented below the level of conscious awareness is subliminal perception. Options A, B, and C are not accurate terms for this occurrence.

Question 4

What is an absolute threshold? Give an example.

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Question 5

What is Weber's law? Give an example.

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Question 6

Antonio owns a small menswear store located in downtown Winnipeg. He decides to have a "$10 Off Sale" on every item in his store. When he totals his sales results for the week,he finds that there was the greatest response to items under $50,and the least response to items over $50. This is a demonstration of:

Accepted Answer

Weber's law states that the amount of change needed for a person to notice a difference is proportional to the initial intensity of the stimulus. In this case, customers were more likely to respond to the $10 off sale on items under $50 because the discount represented a greater percentage of the original price, making it more noticeable to the customers. This is known as the just noticeable difference (JND) and is in line with Weber's law. None of the other options are relevant to this scenario.

Question 7

Maria,a graphic artist with the celebrity magazine Flameworks,is using airbrushing to insert tiny figures into an ad they will be placing in Maclean's magazine. She is using a technique involving:

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Airbrushing tiny figures into an ad involves embedding them into the image, which makes choice A the best fit. Visual specialization refers to the enhanced abilities of people who work in visual fields such as graphic design. Adaptation refers to the way the brain adjusts to stimuli over time. Composition refers to the arrangement of elements in an image.

Question 8

What is subliminal perception? Give a famous example of when this was supposedly demonstrated.

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Question 9

Dogs can hear sounds of far higher frequency than humans can. The differential threshold refers to the difference between what two organisms,such as a person and a dog,can detect through the same sensory channel.

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The differential threshold, also known as the just noticeable difference (JND), refers to the minimum difference in intensity between two stimuli required for them to be perceived as different, rather than the differences in sensory capabilities between two different organisms.

Question 10

In the nineteenth century,a psychophysicist named Ernst Weber found that:

Accepted Answer

Ernst Weber's discovery, now known as Weber's law or the just noticeable difference (JND), states that the amount of change needed for a stimulus to be noticed is proportional to the intensity of the original stimulus. This law has been confirmed in a wide range of sensory modalities and is still important in modern psychophysics. Choices B, C, and D are incorrect as they do not accurately reflect Weber's findings.

Question 11

JND is another name for Weber's law.

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Question 12

When marketers update their package designs or logos,they do it in small increments of change so the change will not affect consumers' familiarity with the product. This is the principle behind:

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JND stands for "just noticeable difference" and refers to the smallest amount of change that a person can notice. By making small, incremental changes to packaging or logos, marketers can ensure that consumers still recognize the product while also updating the design. This is a common strategy in brand management.

Question 13

Discuss three distinct ways,providing an example of each,in which Weber's law and the JND can be applied in a retail store setting.

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Question 14

The sound emitted by a dog whistle is too high to be detected by human ears. This is an illustration of a stimulation that is beyond our absolute threshold.

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Our absolute threshold refers to the minimum intensity of a stimulus required for it to be detected by our senses. In the case of a dog whistle, the sound frequency is too high for human ears to detect, meaning it is beyond our absolute threshold for hearing. Therefore, option A is correct.

Question 15

For subliminal perception to occur,the stimulus must be presented below the level of the consumer's awareness.

Accepted Answer

Subliminal perception refers to the perception of stimuli that are presented below the consumer's threshold of conscious awareness. This means that the stimulus is not detected or recognized by the consumer, but may still impact their behavior or attitudes.

Question 16

The main point of ________ is that the ratios,not the absolute differences,are important in describing the least perceptible differences in sensory discrimination.

Accepted Answer

Weber's law is the main point that states that the ratios are important in describing the least perceptible differences in sensory discrimination. It is a fundamental concept in psychophysics. Veber's law, on the other hand, relates the just-noticeable difference of a stimulus to its intensity level, which is similar to Weber's law but applies to different types of senses. The "rule of ratios" is not a well-known term in psychology or psychophysics. Psychophysics is the study of the relationship between physical stimuli and human perception.

Question 17

Lois was not pleased when she realized that the box of candies did not contain as many candies as it used to. When she compared the package to the previous package she had bought,the changes were hardly discernible. This is an example of the use of Weber's law.

Accepted Answer

Weber's law states that the noticeable difference between two stimuli is based on a constant proportion of the original stimulus. In this case, Lois noticed a difference in the number of candies despite the small change, which aligns with Weber's law.

Question 18

In 1957,an experiment in a drive-in movie showed that increases in sales of popcorn and Coca-Cola were measured after subliminal messages encouraging viewers to use those products had been inserted in the movie Picnic. These findings:

Accepted Answer

The findings were indeed false; the research executives later admitted to fabricating the results of the experiment, debunking the initial claims about the effectiveness of subliminal advertising in this context.

Question 19

The absolute threshold refers to the minimum amount of stimulation that can be detected on a sensory channel,e.g.,the auditory sensory channel.

Accepted Answer

This is a correct definition of the absolute threshold.

Question 20

What is Weber's law? What implications does this law have for green marketers wishing to reduce package sizes? How might the marketer deal with this type of an issue?

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Quiz 2: Perception