Question 1

Volkswagen set up a series of outdoor marketing experiences where they put the "Fun Theory" to the test. This is basically the notion that if you make it fun, people will do it. In one example, VW installed musical keyboard bars as stairs in a subway station. This is an example of:

Accepted Answer

The answer of Volkswagen set up a series of outdoor...

Question 2

Enrique has just purchased a new 4K TV, the best and latest technology available for viewing. A few days later he reads a report saying that a better technology for television is due on the market in six months at half the price. He thinks this is hogwash, and stops reading the report halfway through. This is an example of:

Accepted Answer

Enrique's reaction is an example of perceptual defense, where he unconsciously ignores or dismisses information that contradicts his existing beliefs or decisions, in this case, the belief that he has purchased the best technology available.

Question 3

What is Weber's law? Give an example.

Accepted Answer

The answer of What is Weber's law? Give an example....

Question 4

When a local store first changed its window display, Beverly noticed it at once. As she passed it day after day, she no longer paid attention because it had become so familiar. Beverly had:

Accepted Answer

Beverly experienced adaptation, which is a psychological process where an individual becomes less responsive to a stimulus after being exposed to it repeatedly. This is why she no longer paid attention to the window display after seeing it several times.

Question 5

The TV advertisement promoting the beach resort placed heavy emphasis on soft sounds and dim colours. The result was viewers quickly lost attention. The factor leading to loss of attention was:

Accepted Answer

The use of soft sounds and dim colours in the advertisement led to a lack of intensity, which in turn caused viewers to quickly lose attention. Intensity in advertising, such as bright colors or loud sounds, helps to capture and maintain the audience's attention.

Question 6

What is subliminal perception? Give a famous example of when this was supposedly demonstrated.

Accepted Answer

The answer of What is subliminal perception? Give a famous...

Question 7

Simple stimuli tend to be habituated to because they do not require attention to detail. This statement pertains to which factor that can lead to adaptation?

Accepted Answer

The statement pertains to the factor of discrimination, as it highlights the role of the simplicity or complexity of stimuli in habituation, indicating that simpler stimuli, which do not require detailed attention, are more easily habituated to.

Question 8

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

Accepted Answer

Attention refers to how much of the brain's processing resources are focused on a specific stimulus, indicating the level of cognitive engagement with that stimulus.

Question 9

Brian urgently needs a summer job to earn money for his fall tuition. Lately, everywhere he turns he seems to be noticing "help wanted" ads. His increased awareness of ads that relate to his current needs is called:

Accepted Answer

Perceptual vigilance refers to the tendency for people to be more aware of stimuli that relate to their current needs. In Brian's case, his need for a summer job makes him more attuned to noticing "help wanted" ads.

Question 10

In a beer ad on TV showing a couple going off to a country cottage, Melinda only paid attention to the sports car. This tendency is known as:

Accepted Answer

Perceptual selectivity refers to the process by which individuals selectively pay attention to certain stimuli while ignoring others based on their interests, backgrounds, and other factors. In this case, Melinda's focus on the sports car, ignoring other aspects of the ad, exemplifies perceptual selectivity.

Question 11

Marisa has just sat through three class lectures at school, and now heads to a fourth, due to start in ten minutes. She found that halfway through her third class, she was having a hard time paying attention. This was most probably due to:

Accepted Answer

Sensory overload is likely the cause as Marisa has been through multiple classes, leading to an overwhelming amount of information, making it difficult to maintain attention.

Question 12

During January, Bill, a marketing director for an alcohol company, ran a successful 6×8-inch advertisement in a magazine that featured a man and a woman having a great time at the beach. In February, he placed the same advertisement in the same magazine, but reduced the size of the ad. Sales of his products declined. What mistake did Bill make?

Accepted Answer

Bill's mistake was reducing the size of the advertisement, which likely made it less noticeable and impactful, leading to a decline in sales. The size of an advertisement can significantly affect its ability to command attention.

Question 13

Jill has been buying most of her clothes from a store that perpetually advertises 30% off. She has come to expect it, and no longer pays attention to the discount. This is an example of:

Accepted Answer

This is an example of adaptation, where Jill has become accustomed to the discount and it no longer influences her behavior or decision-making process as it initially might have. Adaptation refers to the process by which an individual becomes less responsive to a stimulus after repeated exposure.

Question 14

Which of the following is NOT a technique that can be used to create contrast?

Accepted Answer

Cost is not a technique used to create visual or artistic contrast; it is a financial consideration. Contrast in art and design is typically achieved through differences in color, position, and novelty to draw attention or create a focal point.

Question 15

Which of the following may be effective in getting viewers to stop fast-forwarding past television ads recorded on their PVR?

Accepted Answer

Enticing or novel commercials can capture viewers' attention, making them more likely to watch rather than fast-forward.

Question 16

Discuss three distinct ways, providing an example of each, in which Weber's law and the JND can be applied in a retail store setting.

Accepted Answer

The answer of Discuss three distinct ways, providing an example...

Question 17

Readership ad scores in magazines increase in proportion to the ________ of the ad.

Accepted Answer

Readership ad scores in magazines increase in proportion to the size of the ad.

Question 18

Perceptual ________ based on consumers' past experiences influence what they decide to process.

Accepted Answer

Perceptual filters are mechanisms based on past experiences that influence what consumers decide to process. These filters help consumers to ignore some stimuli and focus on others, based on what they have learned or experienced previously.

Question 19

What is Weber's law? What implications does this law have for green marketers wishing to reduce package sizes? How might the marketer deal with this type of an issue?

Accepted Answer

The answer of What is Weber's law? What implications does...

Question 20

________ involves using communications that are unexpected and unconventional in ways that target consumers in unexpected places.

Accepted Answer

Guerilla marketing is characterized by the use of unconventional and innovative strategies to engage consumers in unexpected places, often with a limited budget. It aims to create a memorable experience and generate buzz.

Quiz 2: Perception