Question 1

Which of the following does NOT provoke attention?
A) shocking images
B) contrasting images
C) adaptation
D) unrealistic images
E) contrasting sounds

Accepted Answer

Adaptation refers to the process of getting used to a certain stimulus over time, making it less effective in provoking attention. Therefore, it does not provoke attention.

Question 2

Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness. This is known as ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual differentiation

Accepted Answer

Perceptual blocking refers to the process where consumers protect themselves from being overwhelmed by stimuli by tuning out or blocking such stimuli from their conscious awareness.

Question 3

To simplify life, people have a natural tendency to select stimuli from the environment and organize them into groups and perceive them as a unified whole. In a perception context, this is known as ________.
A) figure-ground
B) perceptual blocking
C) perceptual mapping
D) grouping
E) closure

Accepted Answer

Grouping refers to the process by which people organize stimuli from the environment into coherent and meaningful groups. This helps simplify the perceptual experience and make it more manageable. Common principles of grouping include proximity, similarity, continuity, and closure.

Question 4

In product placement scenarios, marketers place an advertised product into a TV show or film by having it used by the cast, integrated into the plot, or associated with a character. In product placements, the product is considered the ________ and the show is the ________.
A) entertainment; brand
B) figure; ground
C) ground; perceptual organization
D) perceptual block; perceptual organization
E) ground; figure

Accepted Answer

In the context of product placement, the product being advertised is the "figure" because it is the focus of attention, while the TV show or film in which it is placed serves as the "ground," providing the context or background against which the product is featured. This terminology comes from Gestalt psychology, which differentiates between the figure (the focal point) and the ground (the background or context).

Question 5

After buying a Mini Cooper, Kate began paying more attention to advertisements for Mini and spent more time on websites reading about how much Mini drivers love their cars because she was sympathetic to these messages and found them pleasant. This is an example of ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization

Accepted Answer

Kate's behavior of paying more attention to ads and websites that promote Mini and ignoring other messages is an example of selective exposure. She is actively seeking out information that aligns with her positive beliefs about owning a Mini Cooper.

Question 6

In 2009, the Axe brand launched a line of hair care products to complement its existing assortment of body washes and deodorants, hoping to leverage the Axe brand equity to expand into a new category of men's personal care products. This is an example of a manufacturer taking advantage of ________.
A) physical appearances
B) perceptual blocking
C) the halo effect
D) the persistence of first impressions
E) perceptual defense

Accepted Answer

The Axe brand is leveraging the positive associations consumers have with its existing products (the halo effect) to expand into a new category of men's personal care products.

Question 7

Joe passes many billboards on his way to work, but rarely even recognizes that they are there because he is paying attention to the road. By protecting himself from being overwhelmed by the billboards, Joe is engaging in ________.
A) defensive stimulation
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization

Accepted Answer

Joe is engaging in perceptual blocking, which is the process of tuning out stimuli that are not relevant or necessary, such as billboards, to focus on more important tasks like driving.

Question 8

Ragu, a maker of spaghetti sauces, chose to launch some of its most successful flavors in the new pouch packaging format in order to take advantage of ________ to gain quick customer acceptance of the new format.
A) perceptual mapping
B) Gestalt psychology
C) the halo effect
D) selective exposure
E) consumers' need for closure

Accepted Answer

The halo effect occurs when consumers believe that because they have had a positive experience with a brand in the past, all products offered by that brand are superior. By launching successful flavors in the new packaging format, Ragu is hoping to take advantage of this effect to gain quick customer acceptance of the new format.

Question 9

Marketers take advantage of ________ when they extend a brand name associated with one line of products to another.
A) physical appearances
B) perceptual blocking
C) the halo effect
D) the persistence of first impressions
E) consumers' tendency to jump to conclusions

Accepted Answer

The halo effect is the tendency for positive impressions of a person, company, brand, or product in one area to influence positive opinions or feelings in other areas. In this case, marketers are taking advantage of the positive associations that consumers have with a particular brand name in order to extend it to other products.

Question 10

In the figure and ground principle of Gestalt psychology, ________.
A) the ground is usually perceived as distinct and central to the image
B) the common line that separates the figure and the ground is generally attributed to the ground
C) figure and ground relationships are always interpreted in the same way
D) figure typically appears to be subordinate to ground and, therefore, less important
E) the ground is usually perceived as indefinite, hazy, and continuous

Accepted Answer

According to the figure and ground principle of Gestalt psychology, the ground is usually perceived as indefinite, hazy, and continuous, while the figure appears to stand out from the ground and is more important. Therefore, option (E) is the best choice. Options (A), (B), and (D) are incorrect because they are contradictory to the principle. Option (C) is also incorrect because figure and ground relationships can be interpreted differently based on context and individual perception.

Question 11

________ refers to consumers' heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs.
A) Selective attention
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual organization

Accepted Answer

Selective attention refers to consumers' tendency to focus on stimuli that meet their needs and interests while ignoring or minimizing awareness of stimuli that are irrelevant to their needs. This can occur in various contexts, such as when shopping for products or when exposed to advertising messages.

Question 12

Which of the following is true of the relationship between consumers' perceptions and their motives?
A) In general, there is a heightened awareness of stimuli that are irrelevant to consumers' needs.
B) The stronger the consumer's need, the greater the tendency to ignore related stimuli in the environment.
C) In general, there is decreased awareness of stimuli that are relevant to consumers' needs.
D) The stronger the consumer's need, the greater the tendency to pay attention to related stimuli in the environment.
E) Consumers tend to pay equal attention to all advertising, regardless of their needs at any given time.

Accepted Answer

Consumers' perceptions influence their motives, and the stronger a consumer's need, the greater their tendency to pay attention to stimuli in the environment that are related to that need. This means that consumers may be more likely to pay attention to advertising or other marketing messages that are relevant to their needs at the time. Option A is incorrect because irrelevant stimuli are not likely to be noticed by consumers. Option B is incorrect because a strong need would increase a consumer's attention to stimuli related to that need, not decrease it as option C suggests. Option E is also incorrect because consumers are more likely to pay attention to advertising related to their current needs, rather than paying equal attention to all advertising messages.

Question 13

Individuals express their need for ________ by organizing their perceptions so that they form a complete picture.
A) closure
B) interpretation
C) grouping
D) figure-ground patterns
E) exposure

Accepted Answer

Closure refers to the tendency of individuals to organize their perceptions into a complete picture or form. This is done by filling in gaps, completing figures, or focusing on the overall shape of an object or scene. The need for closure is driven by the desire for certainty and stability, as it allows individuals to make sense of complex or incomplete information.

Question 14

Which of the following is NOT true about the effect of expectations and motives on perceptions?
A) People see what they expect to see based on familiarity, previous experience, and expectations.
B) Stimuli that conflict sharply with expectations often receive less attention than those that conform to expectations.
C) Irrelevant sexuality can distract from the ad's main message.
D) People tend to perceive the things they need or want.
E) There is decreased awareness of stimuli that are irrelevant to a consumer's needs.

Accepted Answer

Stimuli that conflict with expectations often receive more attention, not less, because they stand out as unusual or unexpected. This contradicts the statement in choice B, making it not true about the effect of expectations and motives on perceptions.

Question 15

When an ad for Benetton featured the hands of two men - one black and one white - handcuffed together to promote racial harmony, people perceived that a white man was arresting a black man. This is an example of ________.
A) the halo effect
B) a consumer stereotype
C) the persistence of first impressions
D) effective product positioning
E) perceptual blocking

Accepted Answer

This is an example of a consumer stereotype because the interpretation of the ad relied on pre-existing societal stereotypes about race and criminality, leading to a misinterpretation of the intended message of racial harmony.

Question 16

Canada requires tobacco firms to feature graphic health warnings on cigarette packs. In a perception context, this is to try to combat ________ where people no longer pay attention to the warning labels on packets.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual differentiation
E) perceptual organization

Accepted Answer

Perceptual defense refers to the tendency to block out or distort unpleasant or threatening stimuli, such as warning labels on cigarette packets. By using graphic health warnings, Canada aims to break through this perceptual defense and make people pay attention to the health risks of smoking. Selective attention refers to the focus on certain stimuli while ignoring others, while selective exposure refers to the intentional exposure to certain stimuli rather than others. Perceptual differentiation and organization refer to the perceptual process of categorizing and interpreting stimuli.

Question 17

When stimuli are highly ambiguous, an individual will usually ________.
A) ignore them
B) block them out
C) interpret them according to one's own needs, wishes, and interests
D) take extra time to understand the intentions of the source
E) consult others as to their meaning

Accepted Answer

When stimuli are highly ambiguous, individuals tend to interpret them according to their own needs, wishes, and interests. This is because ambiguity reduces the clarity of the message and allows for multiple interpretations, making it easier for individuals to interpret the message in a way that aligns with their personal biases and beliefs.

Question 18

Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. This is consistent with the perception factor of ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual differentiation
E) perceptual organization

Accepted Answer

Perceptual defense refers to the tendency for individuals to screen out stimuli that they find psychologically threatening, even though exposure has already taken place. This occurs subconsciously, and is a form of self-protection or self-defense mechanism. Selective attention refers to the conscious filtering of information based on personal relevance, while selective exposure refers to the intentional seeking out of information that is consistent with one's beliefs or attitudes. Perceptual differentiation and organization refer to the cognitive processes involved in making sense of sensory information.

Question 19

________ is a concept related to perception. People actively seek out messages that they find pleasant and actively avoid painful or threatening ones.
A) Selective attention
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual organization

Accepted Answer

Selective exposure is the concept related to perception where individuals actively seek out messages that they find pleasant or agree with, and actively avoid messages that are painful, threatening or contradictory to their beliefs. Selective attention is a concept related to perception where individuals focus their attention selectively on certain aspects of information while ignoring others. Perceptual defense is a concept related to perception where individuals subconsciously deny or distort information that they find threatening or incompatible with their self-concept. Perceptual blocking is a concept related to perception where individuals block out or forget information that is unwanted or unpleasant. Perceptual organization is a concept related to perception where individuals organize sensory information into meaningful patterns and structures.

Question 20

Listening to the radio on the way home from work, Paul is particularly aware of an ad for McDonald's because he is getting hungry. This is an example of ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization

Accepted Answer

Selective attention refers to the process of choosing to focus on certain stimuli while ignoring others. In this scenario, Paul is particularly aware of the McDonald's ad because he is hungry, which highlights the fact that he is selectively paying attention to the ad.

Quiz 4: Consumer Perception

Which of the following does NOT provoke attention?

Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness. This is known as ________.

To simplify life, people have a natural tendency to select stimuli from the environment and organize them into groups and perceive them as a unified whole. In a perception context, this is known as ________.

In product placement scenarios, marketers place an advertised product into a TV show or film by having it used by the cast, integrated into the plot, or associated with a character. In product placements, the product is considered the and the show is the .

After buying a Mini Cooper, Kate began paying more attention to advertisements for Mini and spent more time on websites reading about how much Mini drivers love their cars because she was sympathetic to these messages and found them pleasant. This is an example of ________.

In 2009, the Axe brand launched a line of hair care products to complement its existing assortment of body washes and deodorants, hoping to leverage the Axe brand equity to expand into a new category of men's personal care products. This is an example of a manufacturer taking advantage of ________.

Joe passes many billboards on his way to work, but rarely even recognizes that they are there because he is paying attention to the road. By protecting himself from being overwhelmed by the billboards, Joe is engaging in ________.

Ragu, a maker of spaghetti sauces, chose to launch some of its most successful flavors in the new pouch packaging format in order to take advantage of ________ to gain quick customer acceptance of the new format.

Marketers take advantage of ________ when they extend a brand name associated with one line of products to another.

In the figure and ground principle of Gestalt psychology, ________.

________ refers to consumers' heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs.

Which of the following is true of the relationship between consumers' perceptions and their motives?

Individuals express their need for ________ by organizing their perceptions so that they form a complete picture.

Which of the following is NOT true about the effect of expectations and motives on perceptions?

When an ad for Benetton featured the hands of two men - one black and one white - handcuffed together to promote racial harmony, people perceived that a white man was arresting a black man. This is an example of ________.

Canada requires tobacco firms to feature graphic health warnings on cigarette packs. In a perception context, this is to try to combat ________ where people no longer pay attention to the warning labels on packets.

When stimuli are highly ambiguous, an individual will usually ________.

Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. This is consistent with the perception factor of ________.

________ is a concept related to perception. People actively seek out messages that they find pleasant and actively avoid painful or threatening ones.

Listening to the radio on the way home from work, Paul is particularly aware of an ad for McDonald's because he is getting hungry. This is an example of ________.