Question 1

What do marketers mean when they talk about their "positioning strategy?"

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Question 2

What is the principle of similarity?

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Question 3

Perception of a brand comprise both its functional attributes and its ________ attributes.

Accepted Answer

The functional attributes of a brand refer to its practical benefits and features, while symbolic attributes refer to the intangible associations, meanings, and beliefs that consumers have about the brand. These symbolic attributes can include things like the brand's personality, values, image, and emotional appeal. Therefore, the best answer is B, symbolic attributes.

Question 4

The principle of similarity means that consumers tend to group together objects that share physical characteristics; as an example,Coca-Cola,Sprite,and Dad's Old-Fashioned Root Beer are all "carbonated soft drinks."

Accepted Answer

The principle of similarity refers to how consumers group together objects that share physical or other characteristics. The given example of Coca-Cola, Sprite, and Dad's Old-Fashioned Root Beer all being carbonated soft drinks illustrates this principle.

Question 5

What is Gestalt psychology?

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Question 6

What is repositioning? Give an example.

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Question 7

The name Pepsi-Cola can communicate expectations about product attributes by activating a schema.

Accepted Answer

The name Pepsi-Cola can activate a schema and create expectations about the product attributes, such as taste, color, and packaging. Therefore, the statement is true.

Question 8

What is the main perspective of gestalt psychology? Compare and contrast principle of closure,principle of similarity,and figure-ground principle.

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Question 9

When Jane,a typical shopper,looks at a search page,her eye travels across the top of the search result,returns to the left of the screen,and they travels down to the last item shown without scrolling. Marketers refer to this as the:

Accepted Answer

The golden triangle is a term used by marketers to describe the pattern of eye movement on a search results page. It refers to the area at the top left of the page where the first three organic search results appear, which is considered to be the most valuable real estate for advertisers. Eye-tracking studies have shown that this area attracts the most attention from users and has the highest click-through rates.

Question 10

Craig believes that people derive meaning from something by isolating the individual stimuli that make it up. His view is consistent with that of gestalt.

Accepted Answer

Craig's view is not consistent with that of gestalt, which emphasizes on the importance of perceiving things as a whole entity rather than just the individual stimuli.

Question 11

In consumer behaviour,the concept behind a product's market position implies that:

Accepted Answer

The concept behind a product's market position often involves its perceived value and significance to the consumer, which can be more about what the product represents or means to them rather than just its functional benefits. This encompasses brand image, identity, and the emotional connection a consumer might have with the product.

Question 12

What is the principle of closure?

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Quiz 2: Perception