Deck 4: Consumer Perception

Question 1

Adaptation is the assumption that everyone perceives the world as I do.

Answer 1

False

Question 2

The perceptual process starts with attention.

Answer 2

False

Question 3

The perceptual process has the following steps: Sensory Exposure; Attention; Adaptation; Comprehension.

Answer 3

False

Question 4

The average U.S.consumer is exposed to about 300 ad messages per day.

Question 5

As a rule of thumb, billboards should contain no more than 10 words because of typical human sensory thresholds.

Question 6

Women tend to have higher absolute thresholds than men.

Question 7

Package-pricing is illegal in the United States.

Question 8

There are some stimuli that people cannot perceive.

Question 9

According to your readings on color, blue is associated with optimism, happiness, light, and cleanliness.

Question 10

Mike walks into the house after work and hears his roommate singing loudly.Mike is experiencing sensation.

Question 11

Among other things, the perceptual process is influenced by sensory thresholds.

Question 12

Package-pricing is illegal in the United States.

Question 13

Kraft recently reduced the contents of family-sized packages of sliced cheese from 16 ounces to 15 ounces.The company hopes the incremental change falls below the just noticeable difference in terms of perception.

Question 14

The ways in which new envirornnental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge.

Question 15

The just noticeable difference is the bare minimum level or amount of stimulus needed for an individual to experience
sensation.

Question 16

According to your readings on color, orange is associated with health, refreshment, and the envirornnent.

Question 17

Attention is the ability to interpret and assign meaning to new information.

Question 18

People perceive only a fraction of the stimuli to which they are exposed.

Question 19

Sensation involves gathering data from the sensory organs and nervous system and sending it to the brain for processing and interpretation.

Question 20

Perception is the mechanism through which we defme the world and create meaning from our envirornnent.

Question 21

Subliminal messaging is illegal in the United States.

Question 22

Salient and vivid stimuli both draw attention involuntarily.

Question 23

Vivid stimuli draw attention involuntarily but are context dependent.

Question 24

Jane is trying to decide where to have lunch today and is trying to recall all the restaurants near campus.Jane will probably be able to recall at least 10 restaurants.

Question 25

Adaptation is the process of becoming desensitized to sensual stimuli.

Question 26

Simple stimuli teud to encourage adaptation because they don'trequire much cognitive capacity to process.

Question 27

People can usually consider five to nine pieces of information at a time.

Question 28

Experts in a given topic (versus novices) can attend to and think about larger amounts of information.

Question 29

Marketers should strive to induce a moderate level of arousal through their advertisements.

Question 30

A linear relationship between arousal and attention intensity exists.

Question 31

Ernst Weber found that the magnitude of the just noticeable difference between two stimuli was always a systematic, absolute amount of 20%.

Question 32

There has been no research to date that has shown that subliminal stimuli can influence attitudes or behaviors.

Question 33

Short-term memory is also sometimes called working memory or active memory.

Question 34

A person's ability to pay attention is high when arousal is extreme.

Question 35

Because people can usually attend to only seven (plus or minus two) pieces of information at a time, it is easy to overwhehn consumers with too much information.

Question 36

Allocation of attention is influenced by voluntary and involuntary factors.

Question 37

A door slamming in a library would be a vivid stimuli because it is very intense and surprising.

Question 38

A common rule of thumb in retailing is that price should be marked down at least 20% for consumers to notice a price change.

Question 39

Many subliminal advertising messages actually fall above the absolute threshold but are repressed by the recipient.

Question 40

Low intensity increases adaptation.

Question 41

Vivid stimuli draw attention involuntarily but are attention drawing across all contexts.

Question 42

Placing marketing messages in unexpected places increases novelty and thus salience.

Question 43

Closure is the tendency for a person to perceive an incomplete picture as complete.

Question 44

Important ways for marketers to create vividness are through novelty, concreteness, and complexity.

Question 45

The last step in the perceptual process is:

A)attention
B)comprehension
C)groupmg
D)sensory Exposure
E)perceptual Selection

Question 46

Chad walks in the house after work.He immediately smells dinner cooking.Chad is experiencing:

A)sensation
B)comprehension
C)groupmg
D)vividness effect
E)attention

Question 47

Consumers cannot attend to all stimuli to which they are exposed, primarily because is limited.

A)sensation
B)cognitive capacity
C)perception
D)adaptation
E)None of the above is correct.

Question 48

According to your readings on color, which color is most associated with happiness, optimism, light, and cleanliness?

A)Blue
B)Orange
C)Red
D)Yellow
E)White

Question 49

Which of the following about sensory thresholds is false?

A)Weber's Law is the bare minimum level or amount of stimulus needed for an individual to experience sensation.
B)There are some stimuli that people cannot perceive.
C)Individual differences in sensory abilities exist.
D)As animals go, the limits or threshold, of human senses are fairly high.
E)Women tend to have lower absolute thresholds than men.

Question 50

Which of the following statements about perception is true?

A)The lowest level at which an individual can experience sensation is called Weber's Law.
B)The perceptual concept of"figure and ground" is based on the idea that individuals tend to group stimuli so they can form a unified picture or impression.
C)Perception is highly subjective and selective for each person.
D)"Perceptual Selection" is the first step in the perceptual process.
E)Subliminal messaging is illegal in the United States.

Question 51

The perceptual process is influeuced by all of the following, except:

A)sensory thresholds
B)physical limits on atteution
C)voluntary and involuntary atteution selectivity
D)situational factors
E)All of the above influeuce the perceptual process.

Question 52

The intensity of a stimulus, such as loudness, brightness, or length, affects vividness, and in tnm, induces attention.

Question 53

Important ways for marketers to create salience are through novelty, intensity, and complexity.

Question 54

Which of the following about sensory thresholds is false?

A)As a rule of thumb, a billboard should contain no more than six words because of typical human sensory thresholds.
B)The just noticeable difference is the amount of incremental change required for a person to detect a difference between two sensory stimuli.
C)Adaptation is the process of becoming desensitized to sensual stimuli.
D)Decreasing the amount of product offered in a package while staying below the just noticeable difference is called package-pricing.
E)Marketers always want product changes to fall below the just noticeable difference.

Question 55

is the assumption that everyone else perceives the world as I do.

A)Adaptation
B)Figure and Ground Principle
C)Weber's Law
D)Perception
E)None of the above is correct.

Question 56

Vivid stimuli are emotionally interesting, concrete and imagery provoking, or proximate.

Question 57

is a process of receiving, selecting, and interpreting environmental stimuli involving the senses.

A)Adaptation
B)Figure and Ground Principle
C)Weber's Law
D)Phenomenal Absolutism
E)Perception

Question 58

What is the first step in the perceptual process?

A)Attention
B)Compreheusion
C)Grouping
D)Seusory Exposure
E)Adaptation

Question 59

Which of the following statements about comprehension is false?

A)Comprehension is the last step of the perceptual process.
B)From comprehension follows liking, preference, and choice.
C)Comprehension is focusing on one or more envirornnental stimuli while potentially ignoring others.
D)The ways in which new envirornnental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge.
E)Comprehension helps provide meaning in the perceptual process.

Question 60

According to your readings on color, which color is most associated with appetite and sexual arousal?

A)Blue
B)Black
C)Red
D)Green
E)White

Question 61

The ability to sense a change in a sensory stimulus level depends on the original magnitude of the stimulus and the greater or stronger the initial sensory stimulus, the greater amount of change is required for it to be noticed.This effect is known as:

A)a compromise effect
B)an adaptation effect
C)a vividness effect
D)a Weber's Law effect
E)a sleeper effect

Question 62

Which of the following variables influence the vividness of a product claim?

A)Complexity
B)Intensity
C)Novelty
D)Salience
E)Concreteness

Question 63

Kleenex Tissues has started putting tissue samples on the outside of airsickness bags on airplanes.This stimulus is:

A)salient because it is novel
B)vivid because it is novel
C)salient because it is intense
D)vivid because it is intense
E)salient because it is proximal

Question 64

Fill in the blanks: stimuli grab the attention of some of the people all of the time, whereas, stimuli capture the attention of all of the people some of the time.

A)salient; vivid
B)novel; salient
C)vivid; concrete
D)vivid; salient
E)novel; concrete

Question 65

When Terri entered her apartment after class one day, she detected a slight smell of onions and garlic on the air. Her roommate must be cooking something special.After a few minutes in the apartment, Terri could no longer small the aroma.Terri is experiencing:

A)a compromise effect
B)an adaptation effect
C)a vividness effect
D)a Weber's Law effect
E)a sleeper effect

Question 66

In terms of perception, people are able to actively consider approximately five to nine units of information at one time.This concept is referred to as what?

A)Miller's Rule
B)Rationalization
C)Adaptation
D)Concreteness
E)None of the above are correct.

Question 67

Which of the following related to selective attention is false?

A)Because people can only attend to about seven units of information at a time, it is easy to overload consumers with too much information.
B)People who are knowledgeable a topic are usually less able to attend to related information, since they already hold so much information.
C)Arousal is a state of physical wakefulness or alertness.
D)Salient and vivid stimuli both draw attention involuntarily.
E)The allocation of attention is both voluntary and involuntary.

Question 68

According to your readings, are processed at a subconscious level.

A)supraliminal stimuli
B)priming stimuli
C)subliminal stimuli
D)semi-subliminal stimuli
E)adaptation stimuli

Question 69

The bare minimum level or amount of stimulus needed for an individual to experience sensation is called what?

A)Absolute Threshold
B)Perceptual baseline
C)Perceptual Absolutism
D)Just noticeable difference
E)Weber's Law

Question 70

Which of the following is not a condition that increases adaptation?

A)Simplicity
B)Low repetition
C)High salience
D)Low intensity
E)All of the above increase adaptation.

Question 71

What level of physical arousal is best for attention intensity or a person's ability to attend to information?

A)Low
B)Moderate
C)High
D)Very High
E)Arousal has little to do with the ability to pay attention.

Question 72

draw attention involuntarily but are context independent.

A)Concrete stimuli
B)Proximal stimuli
C)Moderate stimuli
D)Salient stimuli
E)Vivid stimuli

Question 73

Frito-Lay recently reduced the contents of family-sized bag ofDoritos from 47 ounces to 44 ounces.While the change in package contents is listed on the bag, the company hopes that most consumers won't notice the change because of what concept?

A)Limited problem solving
B)Perceptual closure
C)Salience effects
D)Just noticeable difference
E)Weber's Law

Question 74

Which of the following variables influences the salience of a product claim?

A)Novelty
B)Sensory proximity
C)Spatial proximity
D)Temporal proximity
E)Concreteness

Question 75

Which of the following about subliminal perception and advertising is true?

A)Subliminal perception is the unconscious awareness of a stimuli.
B)Many people believe that subliminal advertising is commonly used and works.
C)Some research has shown that subliminal stimuli can influence attitudes and behaviors.
D)The majority of marketers do not intentionally use subliminal messaging.
E)All of the above are true.

Question 76

Three different college students are exposed to a television advertisement for a new computer: *Larry is lying in bed and has just awoken.He groggily reaches for the television remote and turns on the set and immediately sees the advertisement.
*Sherry is working out at the recreation center and is watching television as she exercises.She is at the peak of her
"cardio" work-out on the treadmill when the advertisement appears on the television.
*Chris is sitting at his kitchen table eating lunch and watching television when the advertisement appears.
According to research on perception, which of the students should be able to attend to (i.e., pay attention to) the most information?

A)Larry
B)Sherry
C)Chris
D)They all should be able to attend to the information equally.
E)We cannot possibly answer the question with the information provided.

Question 77

is the tendency for a person to perceive an incomplete picture as complete, consciously or subconsciously.

A)Grouping
B)Sensory proximity
C)Subliminal priming
D)Closure
E)Concreteness

Question 78

The makers of Downey Fabric Softeners want to undertake a sensory marketing campaign.The goal of the campaign is to trigger consumers' memories of home and connect emotionally with consumers.Which sense should the campaign focus on?

A)Sight
B)Touch
C)Sound
D)Taste
E)Smell

Question 79

The relationship between arousal and a person's ability to pay attention is:

A)linear and positive
B)linear and negative
C)aU-shaped curve
D)an inverted U-shaped curve
E)None of the above is correct.

Question 80

When a stimulus is salient, it is focal or prominent, with the other aspects of the envirornnent fading into the background.This is known as:

A)figure-ground principle
B)vividness effect
C)novelty principle
D)adaptation effect
E)subliminal perception