Question 1

Erica drives by a compelling billboard while driving on the 401 highway in Ontario. As she goes by, she finds that the print is too small to read. This demonstrates the principle of:

Accepted Answer

The absolute threshold refers to the minimum intensity of a stimulus that one can perceive. In this case, the print on the billboard is too small for Erica to read as she drives by, indicating that the stimulus (the print size) is below her absolute threshold for visual perception at that distance and speed.

Question 2

Regardless of one's nationality, there is no difference in consumers' reactions to colour.

Accepted Answer

Consumers' reactions to color can vary significantly across different cultures and nationalities due to cultural associations, meanings, and preferences related to specific colors.

Question 3

Amy is not a fan of online shopping because she puts a lot of emphasis on her haptic senses. In other words, she really needs to see a product in front of her before purchasing it.

Accepted Answer

Amy's emphasis on haptic senses means she prefers to touch and feel products, not just see them, before making a purchase.

Question 4

________ is the science that focuses on how the physical environment is integrated into the consumer's subjective experience.

Accepted Answer

Psychophysics is the branch of psychology that studies the relationships between physical stimuli and the sensations and perceptions they produce. This field focuses on how physical stimuli (such as light, sound, and touch) are translated into psychological experiences.

Question 5

You are talking to a co-worker and he says, "perception is reality." What does he mean by this? Do you agree or disagree? Use an example.

Accepted Answer

The answer of You are talking to a co-worker and...

Question 6

Give an example of how sense of smell differs for men and women.

Accepted Answer

The answer of Give an example of how sense of...

Question 7

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 changing an old drink by making it sweeter, what would psychophysics tell her?

Accepted Answer

Psychophysics suggests that the relationship between the physical change (amount of sugar) and the perceived change (sweetness) is not always linear. Therefore, researching how sweetness perception changes with sugar amount is necessary.

Question 8

What is perception? Give an example.

Accepted Answer

The answer of What is perception? Give an example....

Question 9

Mary is shopping for some new clothes. Explain how her haptic senses would help her.

Accepted Answer

The answer of Mary is shopping for some new clothes....

Question 10

Outline and explain the elements of the perceptual process that would allow a shopper to recognize and select a bottle of ketchup in a supermarket.

Accepted Answer

The answer of Outline and explain the elements of the...

Question 11

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?

Accepted Answer

Exposure occurs when a stimulus comes within the range of someone's sensory receptors. In this case, Ben seeing the road crew is an instance of exposure, as the visual stimulus (the road crew and the fallen tree) comes within the range of his sight.

Question 12

Give an example of how sense of sound can impact our behaviours.

Accepted Answer

The answer of Give an example of how sense of...

Question 13

How can colour influence consumer perceptions?

Accepted Answer

The answer of How can colour influence consumer perceptions?...

Question 14

Give examples of three factors related to the visual system that marketers can manipulate in ways that make people eat and drink lower or higher quantities.

Accepted Answer

The answer of Give examples of three factors related to...

Question 15

What is trade dress? Give an example.

Accepted Answer

The answer of What is trade dress? Give an example....

Question 16

The particular colour combination that companies use for their packaging and other marketing communications is referred to as their colour code.

Accepted Answer

The correct term for the specific color combination used by companies in their branding is "color scheme" or "brand colors," not "color code."

Question 17

Why is the choice of which colour(s) to use such a sensitive one for marketers? Give an example. Why is this important in regards to demographic characteristics?

Accepted Answer

The answer of Why is the choice of which colour(s)...

Question 18

Give an example of how visual cues can influence our consumption of food.

Accepted Answer

The answer of Give an example of how visual cues...

Question 19

Give three examples of how sense of touch can impact consumers.

Accepted Answer

The answer of Give three examples of how sense of...

Question 20

There is evidence that certain smells may be more effective when targeted toward one of the sexes.

Accepted Answer

Research has shown that men and women may respond differently to certain smells due to biological and cultural factors, suggesting that some fragrances can be more effective or appealing when targeted toward a specific sex.

Quiz 2: Perception