Question 1

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

Accepted Answer

The Gestalt principle of closure refers to our ability to perceive a whole object even when parts of it are missing or incomplete. In this sentence, although some letters are missing, our brain is able to fill in the gaps and comprehend the meaning of the sentence.

Question 2

When consumers see only what they want to see-don't see what they don't want to see is called ________.
A) perceptual retention
B) perceptual contrast
C) perceptual defense
D) perceptual attention

Accepted Answer

Perceptual defense is the tendency of consumers to selectively interpret or avoid information that conflicts with their beliefs or values in order to protect themselves from discomfort or threats to their self-esteem. This means that they only see what they want to see and don't see what they don't want to see. The other options are not relevant to this concept.

Question 3

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

Accepted Answer

Studies have shown that interruptions can increase the novelty of a situation, which in turn can intensify our experiences and emotions. This can lead to a greater enjoyment of pleasant stimuli, but also increase our dislike of unpleasant stimuli.

Question 4

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 for the internal environment
C) emotional outputs
D) decision sequences dictated by sensory outputs

Accepted Answer

Nadia's response to the billboard for Baskin-Robbins ice cream is a result of the sensory input she received from the external environment, specifically the visual cue of the advertisement triggering her desire for the taste and texture of ice cream.

Question 5

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 the 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

Accepted Answer

The scenario described showcases the power of schema, which is a cognitive framework that helps individuals organize and interpret information based on past experiences and knowledge. In this case, customers had a preconceived notion of what a ketchup bottle should look like based on their past experiences with the product. They were therefore resistant to changing their schema and accepting ketchup in a different container, even though it was functionally equivalent.

Question 6

________ 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) Kansei

Accepted Answer

The saying "The whole is greater than the sum of its parts" best represents the Gestalt perspective. This perspective emphasizes that the mind perceives objects and patterns as a whole, rather than as individual parts. It suggests that the human brain automatically organizes sensory information into meaningful patterns, and that these patterns are often more complex than the individual sensory inputs that make them up.

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 heavier than those on the left side of the frame.

Accepted Answer

This statement is true. Studies have shown that the placement of images on a package can impact the way consumers perceive its weight or importance. Objects lower in the frame are often seen as heavier or more significant, while objects on the right side of the frame are perceived as more dominant or important than those on the left.

Question 8

A 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 not unified under a common design banner.
A) Similarity principle
B) Figure-ground principle
C) Subliminal principle
D) Closure principle

Accepted Answer

The similarity principle suggests that consumers perceive elements as part of a group if they are similar in appearance. The redesigned package aimed to unify Green Giant products under a common design, leveraging this principle.

Question 9

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 refers to the heightened awareness of stimuli that are relevant to our current needs or goals. Therefore, consumers who are seeking specific products or services are more likely to notice marketing messages or information that pertains to those needs.

Question 10

When consumers become aware of stimuli that relate to their currents needs,they are practicing perceptual vigilance.

Accepted Answer

Perceptual vigilance is the act of being more aware and receptive to stimuli that relate to one's current needs, interests or preferences.

Question 11

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 consumers' 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

Accepted Answer

Perceptual vigilance means that consumers are more likely to notice stimuli that relate to their current needs, while perceptual defense means that consumers are more likely to ignore or resist stimuli that do not fit with their existing schemata. Therefore, it is important for a marketer to create a promotion that conforms to the consumers' schemata in order to capture their attention and interest.

Question 12

Which of the following best characterizes 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 video game rapidly becomes more popular than an older one because it has much faster action.

Accepted Answer

The answer of Which of the following best characterizes hedonic...

Question 13

Evaluate the effectiveness of subliminal persuasion and messages in marketing.Be sure to demonstrate your knowledge of the evidence about the success of the technique as presented in the text.

Accepted Answer

The answer of Evaluate the effectiveness of subliminal persuasion and...

Question 14

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

Accepted Answer

The answer of Define perceptual selection and describe the types...

Question 15

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

Accepted Answer

The principles mentioned in the statement derive from the school of Gestalt psychology, which emphasizes the perception of wholes rather than individual parts.

Question 16

When we ________ products,we evaluate them using schemas we typically apply to classify people.
A) prime
B) filter
C) imprint
D) anthropomorphize

Accepted Answer

When we anthropomorphize something, we attribute human characteristics or behavior to it. In this case, we are treating products as if they were people and using the same schemas we would use to classify people.

Question 17

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.

Accepted Answer

The retailer's rule of thumb based on the closure principle does not specifically dictate that prices in a sale catalog should be reduced by about 20 percent. The closure principle in retail and marketing is more about creating a sense of completeness or finality in a presentation or offer, rather than dictating specific discount levels. Pricing strategies, including discount percentages, can vary widely depending on the product, market conditions, and retailer objectives.

Question 18

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.

Accepted Answer

The answer of As a personal selection factor,adaptation is seen...

Question 19

________ refers to the meanings we assign to sensory stimuli.
A) Contrast
B) Perception
C) Interpretation
D) Cues

Accepted Answer

Perception refers to the process of interpreting sensory information, which involves assigning meaning to the stimuli received by our senses. This can be influenced by a variety of factors such as past experiences, expectations, context, and culture.

Question 20

________ refers to the extent to which processing activity is devoted to a particular stimulus.
A) Subliminal perception
B) Sensory marketing
C) An embed
D) Attention

Accepted Answer

The answer of ________ refers to the extent to which...

Quiz 3: ++Perception

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

When consumers see only what they want to see-don't see what they don't want to see is called ________.

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

________ perspective is best summarized by the saying "The whole is greater than the sum of its parts."

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.

A 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 not unified under a common design banner.

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

When consumers become aware of stimuli that relate to their currents needs,they are practicing perceptual vigilance.

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 ________.

Which of the following best characterizes hedonic consumption?

Evaluate the effectiveness of subliminal persuasion and messages in marketing.Be sure to demonstrate your knowledge of the evidence about the success of the technique as presented in the text.

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

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

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.

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.

________ refers to the meanings we assign to sensory stimuli.

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