Deck 5: Perception

Question 1

________ refers to the extent to which processing activity is devoted to a particular stimulus.

A) Exposure
B) Perception
C) Attention
D) Sensation

Answer 1

C

Question 2

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.

A) blue
B) red
C) yellow
D) black

Answer 2

B

Question 3

When Jane shops, she must feel the fabric of any potential clothing buy before she even bothers to see what the design is. She has a high need to touch. Which sense system is important to Jane in her clothing shopping?

A) visual
B) auditory
C) haptic
D) liminal

Answer 3

C

Question 4

The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________.

A) phoneme
B) schema
C) sensory signature
D) interpretant

Question 5

Processing information from more than one medium at a time is known as ________.

A) multitasking
B) perceptual hyperactivity
C) perceptual chunking
D) interactive attention

Question 6

The process by which people select, organize, and interpret sensory information is called ________.

A) reception
B) awareness
C) perception
D) sensation

Question 7

Some color combinations come to be so strongly associated with a corporation that they become known as the company's ________.

A) position
B) signature
C) trade dress
D) schema

Question 8

When a stimulus comes within the range of someone's sensory receptors, ________ occurs.

A) just noticeable difference (j.n.d.)
B) retention
C) subliminal suggestion
D) exposure

Question 9

As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value.

A) hedonic
B) Gestalt
C) embedded
D) referent

Question 10

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________.

A) advertising bombardment
B) sensory overload
C) sensory shifting
D) circuit overcapacity

Question 11

Which of the following refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?

A) sound symbolism
B) audio watermarking
C) semiotics
D) the principle of similarity

Question 12

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.

A) absolute
B) differential
C) intensity
D) relative

Question 13

A philosophy that translates customers' feelings into design elements is called ________ engineering.

A) Kinsei
B) Sigma
C) relationship
D) reverse

Question 14

According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.

A) more common
B) stronger
C) weaker
D) more unusual

Question 15

Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________.

A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation

Question 16

The immediate response by our eyes, nose, mouth, or fingers to such basic stimuli as light, color, sound, odor, and texture is called ________.

A) reception
B) awareness
C) perception
D) sensation

Question 17

The ________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.

A) absolute
B) differential
C) intensity
D) relative

Question 18

The minimum difference that can be detected between two stimuli is known as the ________.

A) "bare" minimum
B) gradual differentiation
C) j.n.d. (just noticeable difference)
D) graded difference

Question 19

________ occurs when a stimulus is below the level of an individual's awareness.

A) Absolute threshold
B) Differential threshold
C) Subliminal perception
D) Perceptual selection

Question 20

Which of the following is NOT one of the three stages of the process of perception?

A) interpretation
B) adaptation
C) attention
D) exposure

Question 21

A new Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were now unified under a common design banner.

A) principle of similarity
B) figure-ground principle
C) subliminal principle
D) closure principle

Question 22

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

A) exposure
B) attention
C) adaptation
D) interpretation

Question 23

According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.

A) adapt
B) habituate
C) prime
D) overload

Question 24

Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.

A) sensory signature
B) position
C) priming
D) trade dress

Question 25

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

A) the intensity threshold
B) the differential threshold
C) the absolute threshold
D) the relative threshold

Question 26

Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________.

A) sensory inputs emanating from the external environment
B) sensory inputs emanating from the internal environment
C) emotional outputs
D) decision sequences dictated by sensory outputs

Question 27

Size, color, position, and novelty are all strategies for creating which of the following?

A) contrast
B) adaptation
C) vigilance
D) thresholds

Question 28

When we ________ products, we evaluate them using schemas we typically apply to classify people.

A) prime
B) filter
C) imprint
D) anthropomorphize

Question 29

The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning.

A) semiotics
B) psychophysics
C) Gestalt theory
D) hyperreality

Question 30

When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers.

A) one-on-one
B) subliminal
C) differentiated
D) sensory

Question 31

In the process of ________, certain properties of a stimulus evoke a schema.

A) priming
B) differentiating
C) indexing
D) perceptual mapping

Question 32

A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations.

A) icon
B) index
C) symbol
D) schema

Question 33

Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from ________, a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.

A) Freudian psychology
B) Gestalt psychology
C) Simmons psychology
D) the Covey approach

Question 34

The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.

A) positioning strategy
B) Gestalt psychology
C) sensory signature
D) priming strategy

Question 35

________ roughly means whole, pattern, or configuration; this perspective is best summarized by the saying "The whole is greater than the sum of its parts."

A) Freudian traits analysis
B) Weber's Law
C) Gestalt
D) Kinsei

Question 36

An individual may not process stimuli that are in some way threatening, or may distort the meaning of a stimulus to make it less threatening. This type of perceptual filter is called ________.

A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation

Question 37

From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning?

A) the sign
B) the object
C) the interpretant
D) the structure

Question 38

Which of the following refers to the meanings we assign to sensory stimuli?

A) schema
B) semiotics
C) interpretation
D) perception

Question 39

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.

A) exposure
B) vigilance
C) discrimination
D) relevance

Question 40

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice?

A) subliminal persuasion
B) figure-ground projection
C) semiotic relationships
D) consumer-modeling connections

Question 41

Mary Nabholz 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 Nabholz's response to the ads?

A) perceptual vigilance
B) perceptual defense
C) contrast
D) adaptation

Question 42

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

Question 43

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

Question 44

Which of the following most accurately reflects the 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 utilized 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.

Question 45

One of the principles of psychophysics is that changes in the physical environment are not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her?

A) She could make the drink twice as sweet by adding twice the amount of sugar.
B) She would need to research how the perception of "sweetness" changed by the amount of sugar added.
C) She would need to look at the subliminal aspects of "sweetness."
D) She would need to create promotions to tell customers how "sweet" the new drink is.

Question 46

A behavioral researcher studying how consumers use multi-sensory, fantasy, and emotional factors in selecting products is studying hedonic consumption.

Question 47

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

A) conforms to the customers' schemata
B) violates the customers' schemata
C) requires that customers defend their current views about the product category
D) is simple and easy to understand

Question 48

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 odors
B) by associating the soda with a fictional character called Simon Soda
C) by emphasizing the low cost of the soda
D) by informing the customers of the historic importance of baking soda in germ protection

Question 49

A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?

A) subliminal perception
B) the figure-ground principle
C) the golden triangle
D) Weber's law

Question 50

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

Question 51

As people's incomes rise, they are more likely to prefer additional experiences over additional possessions.

Question 52

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

Question 53

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

Question 54

Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them. They didn't realize that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly, and the teacher resumed her normal activities. This is a good example of how a consumer's ability to detect a difference between two stimuli is ________.

A) absolute
B) negligible
C) relative
D) embedded

Question 55

Interpretation is the last stage of the perceptual process.

Question 56

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

Question 57

Which of the following comes closest in characterizing 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 cloth 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.

Question 58

Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.

Question 59

In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce this oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace.

A) sensory overload
B) thresholds
C) hyperreality
D) schema

Question 60

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

Question 61

Define the concepts of hedonic consumption and sensory marketing, and then explain how they are related.

Question 62

Define perceptual selection and describe the types of filters that prevent clear perception and reception of marketing stimuli.

Question 63

On Lost, the popular television drama with mysterious and supernatural plotlines, the fictional Hanso foundation sponsors questionable research projects. Many Lost Web sites now sell items bearing the Hanso name and logo. This is an example of hyperreality.

Question 64

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

Question 65

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

Question 66

What is the difference between sensation and perception?

Question 67

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 heavier than those on the left side of the frame.

Question 68

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

Question 69

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

Question 70

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

Question 71

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

Question 72

As a personal selection factor, adaptation is seen as the degree to which consumers continue to notice a stimulus over time. Five factors can lead to adaptation. List and briefly describe the connection with adaptation.

Question 73

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

Question 74

The icons on the restroom doors in a bar in Wyoming were a doe and a buck. This is an excellent example of hyperreality.

Question 75

Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception.

Question 76

Kinsei engineering focuses on the visual sense.

Question 77

You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. Percption is imptant in undrstdng consmr bhavr.

Question 78

List the three stages of the perception process and give a brief definition of each.

Question 79

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

Question 80

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