Question 1

Fragrance is processed by the limbic system, the most primitive part of the brain and the place where immediate emotions are experienced.

Accepted Answer

Fragrance is indeed processed by the limbic system, also known as the emotional brain. It is responsible for processing emotions, memories and behavior, and is closely linked to the olfactory system, which allows us to detect and perceive different smells.

Question 2

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

Accepted Answer

This is true, as aging eyes tend to lose color sensitivity and the ability to distinguish between certain hues. As a result, colors may appear less vivid and brighter tones like white may look more appealing.

Question 3

Unlike computers, people do not passively process whatever information happens to be present.

Accepted Answer

People actively engage with information and make decisions based on their own beliefs, attitudes, and past experiences. They also have the ability to question and critically evaluate information, which computers cannot do without programmed instructions.

Question 4

Mary travels the same way to work every day.She notices advertisements in store windows when the ads first go up.However, after a few days, Mary no longer pays any attention to these ads because they have become familiar.Which of the following personal selection factors is affecting Mary's response to the ads?
A)Perceptual vigilance
B)Perceptual defence
C)Contrast
D)Adaptation

Accepted Answer

Mary's lack of attention to the ads after a few days is an example of adaptation, which is a personal selection factor that refers to an individual's tendency to pay less attention to stimuli that have become familiar or routine.

Question 5

Elaine is a software developer.She is currently working on an app that allows the user to hold their phone camera up to address of any building in New York.Once the address is in the viewfinder, the user can tap on the screen, which will bring up interesting historical pictures of the building and also information on notable people who have lived or worked there in the past.What is Elaine's app utilising?
A)The Internet of Things
B)Augmented reality
C)Weber's law
D)Subliminal perception

Accepted Answer

The answer of Elaine is a software developer.She is currently...

Question 6

All consumers carry schema in their minds when they enter the marketplace.According to the principles of perceptual vigilance and defence, a marketer should be careful to create a promotion for the new product that ________.
A)conforms to the customers' schema
B)violates the customers' schema
C)requires that customers defend their current views about the product category
D)is simple and easy to understand

Accepted Answer

Perceptual vigilance and defence principles suggest that consumers are more likely to notice and retain information that fits with their existing schema, and resist information that violates it. Therefore, it is best for a marketer to create a promotion that conforms to the customers' schema, rather than violating it or requiring them to defend their current views. The promotion should also be clear and easy to understand to be effective.

Question 7

Suddenly, as if out of nowhere, Jennifer begins to see coconut-flavoured coffee advertised everywhere.In any café or restaurant, she sees posters and signs for coconut lattes, coconut iced coffees and coconut milk-covered coffee beans.A few months later, Jennifer notices that she doesn't see anything related to coconut-flavoured coffee anymore.What did Jennifer experience?
A)The endowment effect
B)A fad
C)Sensory marketing
D)Subliminal perception

Accepted Answer

Jennifer experienced a fad, which is a sudden and temporary increase in the popularity of a product or trend. The fact that she no longer sees anything related to coconut-flavoured coffee suggests that the trend has passed. The endowment effect refers to a tendency for individuals to overvalue items they already possess, sensory marketing involves using sensory stimuli to influence consumer behavior, and subliminal perception refers to stimuli that are below the threshold of conscious awareness. None of these concepts fully explain Jennifer's experience.

Question 8

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

Accepted Answer

Sensory marketing has been shown to have a positive impact on consumer behavior and preferences, allowing companies to create unique and memorable experiences for their customers.

Question 9

A behavioural researcher studying how consumers use multisensory, fantasy and emotional factors in selecting products is hedonic consumption.

Accepted Answer

Hedonic consumption refers to the consumption of products based on multisensory, fantasy and emotional factors, and the study of this behavior falls under the domain of behavioural research.

Question 10

In the past tomato sauce formed an unbecoming 'scum' on its surface if it was exposed to air, so manufacturers created the traditionally shaped tomato sauce bottle with the narrow opening.When chemicals were developed to reduce this oxidation, it was then possible to sell tomato sauce in more conveniently shaped containers.Customers, however, rejected bottles that didn't have the traditional sauce shape.This is an example of the power of ________ in the marketplace.
A)sensory overload
B)thresholds
C)augmented reality
D)schemas

Accepted Answer

This is an example of the power of schemas in the marketplace, as customers had a pre-existing idea or mental image of what a tomato sauce bottle should look like and rejected alternatives.

Question 11

Which of the following is most relevant to a company that wants to position a new brand on price leadership?
A)Gestalt psychology
B)Weber's law
C)Augmented reality
D)The closure principle

Accepted Answer

Weber's law states that the change in a stimulus that will be just noticeable is a constant ratio of the original stimulus. In pricing, this means that a small change in price is more noticeable for low-priced products than for high-priced products. Understanding Weber's law can help a company position a new brand on price leadership by setting a lower price point that is noticeable to consumers and perceived as a better value than competitors.

Question 12

Interpretation is the last stage of the perceptual process.

Accepted Answer

Interpretation is the process of assigning meaning to the stimuli that have been received in the previous stages of the perceptual process. It is the last stage before we can respond to the stimuli.

Question 13

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits.How would a marketer use hyperreality to find a new use for baking soda?
A)By associating the soda with its ability to absorb odours
B)By associating the soda with a fictional character called Simon Soda
C)By emphasising the low cost of the soda
D)By informing customers of the historic importance of baking soda in germ protection

Accepted Answer

In hyperreality, marketers may create a new reality or fantasy to promote their product. By inventing a fictional character called Simon Soda, a marketer could create a new association between the baking soda product and the benefits it provides. For example, Simon Soda could be portrayed as a superhero who fights bad odours and cleans stains, thereby demonstrating the usefulness of baking soda in household cleaning. Such a marketing campaign could create a new meaning and interpretation of baking soda that is different from its conventional association with baking.

Question 14

Perception refers to the immediate response of our sensory receptors to such basic stimuli as light, colour and sound.

Accepted Answer

Perception is not the immediate response of our sensory receptors to basic stimuli, but rather the interpretation of these stimuli by our brain.

Question 15

Before Sherif crawls into bed after a long day, he uses an app on his smartphone to dim the lights in his bedroom.He also speaks to his phone, asking it to play classical music by Haydn, which promptly begins playing from speakers on either side of his bed.Finally, he uses his phone to reduce the temperature in his bedroom.Sherif is utilising ________.
A)schemata
B)augmented reality
C)the Internet of Things
D)hedonic consumption

Accepted Answer

Sherif is using an app on his smartphone to control multiple devices in his bedroom, including the lights, speakers, and temperature. This demonstrates the use of the Internet of Things (IoT), where devices are connected to the internet and can be controlled remotely through apps or voice commands. Schemata refers to mental frameworks that organize and interpret information, augmented reality refers to the overlay of digital information onto the real world, and hedonic consumption refers to the purchase and consumption of products for pleasure or enjoyment, none of which apply to Sherif's actions.

Question 16

Marketers have generally failed in their efforts to introduce scented marketing practices and products to the Australian marketplace.

Accepted Answer

Marketers have successfully introduced scented marketing practices in Australia, with various industries using scents to enhance customer experience and brand recognition.

Question 17

Which of the following comes closest to characterising the concept of hedonic consumption?
A)Bill can't get an advertising jingle out of his mind when he enters a store and sees the product the jingle advertises.
B)Kim can never buy fashionable clothes without looking carefully at their construction and then feeling the quality of the material with her fingers.
C)Marcus often buys products just to make his wife angry.He thinks that since she is such a penny-pincher she ought to be punished.Buying unneeded items is how Marcus punishes her frugality.
D)A new computer game rapidly replaced an older one because it had much faster action.

Accepted Answer

The answer of Which of the following comes closest to...

Question 18

Which of the following most accurately reflects current thinking about the use of subliminal perception in marketing promotion and advertising?
A)Subliminal messages are below the threshold of perception, so they cannot be utilised in marketing.
B)Subliminal ads can be effective, but customers do not like them; therefore, marketers avoid them.
C)There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising.
D)It comes down to a matter of attention.If a viewer will pay enough attention to a subliminal message, then it can have specific effects.

Accepted Answer

While there is some evidence that subliminal perception can have limited effects, the effects are not specific enough to make them effective in advertising. This means that subliminal messages are not a reliable or ethical way to promote products, and marketers should avoid using them. Additionally, subliminal messages can be seen as manipulative and can damage the trust between brands and consumers.

Question 19

The first step in the perception process is exposure to a stimulus.Without exposure, there would be no perception.

Accepted Answer

The first step in the perception process is indeed exposure to a stimulus. Without exposure, there would be no perception.

Question 20

Jin-Tae is browsing watches in a store.A sales representative sees Jin-Tae linger over a new, high-end fitness tracker watch.The sales rep approaches Jin-Tae and encourages him to hold the watch, to put it on, and to imagine that it is his and that he could use it on his daily jogs.The sales rep is engaging in ________.
A)subliminal perception
B)perceptual vigilance
C)the closure principle
D)the endowment effect

Accepted Answer

The sales rep is engaging in the endowment effect, which is the tendency for people to value something more when they feel a sense of ownership or attachment to it. By encouraging Jin-Tae to imagine owning and using the watch, the sales rep is attempting to create this sense of ownership and increase the likelihood that Jin-Tae will purchase the watch.

Quiz 3: Perception

Fragrance is processed by the limbic system, the most primitive part of the brain and the place where immediate emotions are experienced.

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

Unlike computers, people do not passively process whatever information happens to be present.

All consumers carry schema in their minds when they enter the marketplace.According to the principles of perceptual vigilance and defence, a marketer should be careful to create a promotion for the new product that ________.

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

A behavioural researcher studying how consumers use multisensory, fantasy and emotional factors in selecting products is hedonic consumption.

Which of the following is most relevant to a company that wants to position a new brand on price leadership?

Interpretation is the last stage of the perceptual process.

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits.How would a marketer use hyperreality to find a new use for baking soda?

Perception refers to the immediate response of our sensory receptors to such basic stimuli as light, colour and sound.

Marketers have generally failed in their efforts to introduce scented marketing practices and products to the Australian marketplace.

Which of the following comes closest to characterising the concept of hedonic consumption?

Which of the following most accurately reflects current thinking about the use of subliminal perception in marketing promotion and advertising?

The first step in the perception process is exposure to a stimulus.Without exposure, there would be no perception.