Question 1

Individuals have different absolute thresholds for visual and aural stimuli.This fact supports the statement that subliminal advertising would need to be tailored to an individual in order to be effective.

Accepted Answer

This statement is true because individuals have varying sensory thresholds, meaning that what one person perceives as subliminal may not be subliminal to another person. Therefore, in order for subliminal advertising to be effective, it would need to be tailored to an individual's specific sensory thresholds.

Question 2

Anna is dedicated to fitness and nutrition.She rarely eats fast food because of the high calories and low nutritional value.Though Anna 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

The answer of Anna is dedicated to fitness and nutrition.She...

Question 3

The absolute threshold is dependent upon how strong a marketer makes a stimulus.

Accepted Answer

The absolute threshold is the minimum amount of stimulus energy that can be detected by an individual. It is not dependent upon how strong a marketer makes the stimulus, but rather the sensitivity of the individual's sensory system.

Question 4

Because of the Gestalt principle of closure, you can understand the following uniquely-printed sentence: Percption is imptant in undrstdng consmr bhavr.

Accepted Answer

The Gestalt principle of closure allows us to fill in missing information and perceive the sentence as "Perception is important in understanding consumer behavior," despite the unique printing of the sentence.

Question 5

Sarah realises she just made a mistake.In her hurried shopping trip, she picked up the yellow plastic squeeze bottle from the supermarket shelf, assuming it was French's mustard.To her dismay, it was the store brand.Her confusion is an illustration of the importance of package schematics.

Accepted Answer

The statement suggests that Sarah made a mistake due to the similarity in package design between French's mustard and the store brand, indicating that proper package schematics are important in avoiding such errors.

Question 6

Novelty in the form of interruption intensifies our experiences, increasing our enjoyment of pleasant stimuli and amplifying our dislike of unpleasant stimuli.

Accepted Answer

Research has found that novelty, in the form of interruptions, can increase our attention and engagement, leading to more intense experiences. This can lead to an increase in enjoyment of positive experiences and an amplification of negative experiences.

Question 7

The location of a product's image on a package influences the way our brains make sense of it; we perceive objects lower in a frame to be heavier than objects higher in the frame and objects on the right side of a frame to be heavier than those on the left side of the frame.

Accepted Answer

This statement is true. Studies have shown that the placement of an image on a package can affect how consumers perceive the product, with lower and right-side placements generally being associated with heavier weight.

Question 8

A number of smartphone apps incorporate augmented reality media in order to access enhanced digital information.

Accepted Answer

Many smartphone apps use augmented reality technology to provide users with additional, enhanced information.

Question 9

Weber's Law states that the intensity of the stimulus is greater if its duration is increased.

Accepted Answer

Weber's Law states that the intensity of the stimulus must increase by a constant proportion in order to be noticeable, regardless of the duration of the stimulus.

Question 10

According to the retailer's rule of thumb based on the closure principle, when a sale catalogue is created the prices (on average) of the products in the catalogue should be reduced by about 20 per cent.

Accepted Answer

The answer of According to the retailer's rule of thumb...

Question 11

List the three stages of the perception process and give a brief definition of each.
Standard/Graduate Attribute:

Accepted Answer

The answer of List the three stages of the perception...

Question 12

Placing fresh flowers near a supermarket entrance can prime customers to unwittingly associate freshness with the supermarket.This is an example of the automated unconscious at work.

Accepted Answer

This statement is true. The presence of fresh flowers can activate the automated unconscious, which can influence customers to associate freshness with the supermarket without being aware of it.

Question 13

The endowment effect shows that if customers touch a product they are less likely to purchase it.

Accepted Answer

The endowment effect is the tendency for people to place a higher value on something they own or possess, compared to something they do not. It is often cited as a reason why people are reluctant to sell items they own for less than they think they are worth. However, this effect does not necessarily imply that if customers touch a product they are less likely to purchase it. In fact, research suggests that allowing customers to touch and interact with a product can increase their desire to purchase it by giving them a sense of ownership and attachment.

Question 14

Define the concepts of hedonic consumption and sensory marketing, and then explain how they are related.
Standard/Graduate Attribute:

Accepted Answer

The answer of Define the concepts of hedonic consumption and...

Question 15

A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli.

Accepted Answer

This is known as Weber's law, which states that the ability to detect a difference between two stimuli is proportional to the strength of the stimuli. In other words, the stronger the stimuli, the greater the difference needs to be in order for it to be noticeable.

Question 16

Consumers are more likely to be aware of stimuli that relate to their current needs.This is an example of perceptual vigilance.

Accepted Answer

Perceptual vigilance is the phenomenon of being more aware of stimuli that are relevant to our current needs or interests. This means that consumers are more likely to notice and pay attention to information that is related to their current desires or concerns.

Question 17

Blind taste tests in the 1980s showed that most Coke drinkers preferred a cola that was sweeter than the current product.When Coca-Cola attempted to make its product sweeter, brand loyal customers revolted and demanded the old product be returned.Explain how Coca-Cola marketers could have used the principles of psychophysics to introduce the new coke without creating these problems.
Standard/Graduate Attribute:

Accepted Answer

The answer of Blind taste tests in the 1980s showed...

Question 18

When a group of people all receive the same stimuli inputs, there will be interpretational uniformity among them.

Accepted Answer

Even if a group of people receive the same stimuli inputs, their individual interpretations can be influenced by personal experiences, biases, and perceptions. Therefore, there may not be complete interpretational uniformity among them.

Question 19

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?
Standard/Graduate Attribute:

Accepted Answer

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

Question 20

What is the difference between sensation and perception?
Standard/Graduate Attribute:

Accepted Answer

The answer of What is the difference between sensation and...

Quiz 3: Perception