Question 1

The ability to sense a change in a sensory stimulus level depends on the original magnitude of the stimulus and the greater or stronger the initial sensory stimulus, the greater amount of change is required for it to be noticed.This effect is known as:

Accepted Answer

This effect is known as Weber's Law, which states that the just noticeable difference (the smallest detectable change in a stimulus) is proportional to the magnitude of the initial stimulus. As the initial stimulus becomes stronger, a greater change is required for it to be perceived as different.

Question 2

Which of the following variables influence the vividness of a product claim?

Accepted Answer

Concreteness refers to the degree to which a claim is tangible or sensory-based, making it more vivid and memorable for consumers. Complexity, intensity, novelty, and salience may also affect consumers' perceptions of a product claim, but they do not necessarily contribute to its vividness.

Question 3

Kleenex Tissues has started putting tissue samples on the outside of airsickness bags on airplanes.This stimulus is:

Accepted Answer

The stimulus of Kleenex Tissues putting tissue samples on airsickness bags on airplanes is salient because it is novel, meaning it is new and draws attention due to its uniqueness.

Question 4

Fill in the blanks: stimuli grab the attention of some of the people all of the time, whereas, stimuli capture the attention of all of the people some of the time.

Accepted Answer

The phrase "vivid and salient" best fits the blanks as it refers to stimuli that are both visually striking and attention-grabbing. The phrase "novel and salient" could also work, but "vivid" is a more commonly used term in this context. The other choices do not fit as well because they either only refer to one aspect of attention-grabbing stimuli (e.g. "novel" only refers to newness), or they are not commonly used to describe attention-grabbing stimuli (e.g. "concrete").

Question 5

When Terri entered her apartment after class one day, she detected a slight smell of onions and garlic on the air. Her roommate must be cooking something special.After a few minutes in the apartment, Terri could no longer small the aroma.Terri is experiencing:

Accepted Answer

Terri is experiencing an adaptation effect, which occurs when we become accustomed to a constant stimulus and it no longer has the same impact on us. In this case, the smell of onions and garlic initially caught her attention, but after a few minutes in the apartment, she no longer noticed it. This is a common phenomenon known as sensory adaptation.

Question 6

In terms of perception, people are able to actively consider approximately five to nine units of information at one time.This concept is referred to as what?

Accepted Answer

Miller's Rule, also known as the "magical number seven plus or minus two," proposes that people are able to actively process and consider approximately five to nine units of information at one time. This means that people are limited in their perception and ability to handle complex or large amounts of information at any given moment. This cognitive limitation has important implications for communication and information design, as it suggests that messages and materials should be streamlined and presented in a clear, concise, and manageable format to be most effective.

Question 7

Which of the following related to selective attention is false?

Accepted Answer

The statement "People who are knowledgeable a topic are usually less able to attend to related information, since they already hold so much information" is false. In fact, research has shown that experts in a field are better able to selectively attend to relevant information in their area of expertise.

Question 8

According to your readings, are processed at a subconscious level.

Accepted Answer

Subliminal stimuli are processed at a subconscious level, meaning they are below the threshold of conscious awareness. The other options may also influence our processing, but they are not specifically related to subconscious processing.

Question 9

The bare minimum level or amount of stimulus needed for an individual to experience sensation is called what?

Accepted Answer

Absolute threshold is the lowest level of stimulus needed for an individual to detect a sensation. It varies from person to person and from sense to sense. It is often determined through experimental methods by gradually increasing the intensity of the stimulus until it is detected by the individual.

Question 10

Which of the following is not a condition that increases adaptation?

Accepted Answer

Low repetition decreases adaptation, while simplicity, high salience, and low intensity increase adaptation.

Question 11

What level of physical arousal is best for attention intensity or a person's ability to attend to information?

Accepted Answer

Studies have shown that moderate level of physical arousal is optimal for attention intensity and a person's ability to attend to information, as too little arousal leads to boredom and too much arousal leads to stress and distraction.

Question 12

draw attention involuntarily but are context independent.

Accepted Answer

The answer of draw attention involuntarily but are context independent.
...

Question 13

Frito-Lay recently reduced the contents of family-sized bag ofDoritos from 47 ounces to 44 ounces.While the change in package contents is listed on the bag, the company hopes that most consumers won't notice the change because of what concept?

Accepted Answer

The concept that Frito-Lay hopes most consumers won't notice the change in package contents is the just noticeable difference (JND). JND is the smallest amount of change in a stimulus that a person can detect. Frito-Lay is hoping that the decrease in contents is not enough to be noticeable as it falls within the range of the JND.

Question 14

Which of the following variables influences the salience of a product claim?

Accepted Answer

The answer of Which of the following variables influences the...

Question 15

Which of the following about subliminal perception and advertising is true?

Accepted Answer

All the statements provided are true regarding subliminal perception and advertising. Subliminal perception refers to the processing of information by sensory systems without a person's conscious awareness. Despite skepticism about its effectiveness, there is a common belief that subliminal advertising is widely used and can influence attitudes and behaviors. However, most marketers do not intentionally employ subliminal messages in their advertising strategies.

Question 16

Three different college students are exposed to a television advertisement for a new computer: *Larry is lying in bed and has just awoken.He groggily reaches for the television remote and turns on the set and immediately sees the advertisement.
*Sherry is working out at the recreation center and is watching television as she exercises.She is at the peak of her
"cardio" work-out on the treadmill when the advertisement appears on the television.
*Chris is sitting at his kitchen table eating lunch and watching television when the advertisement appears.
According to research on perception, which of the students should be able to attend to (i.e., pay attention to) the most information?

Accepted Answer

Chris is in the most stable and attentive state, sitting and eating, which typically allows for better focus on additional tasks like watching and comprehending a television advertisement. Larry, just waking up, might be too groggy to fully attend, and Sherry, being at the peak of her cardio workout, might be too physically taxed to focus as well.

Question 17

is the tendency for a person to perceive an incomplete picture as complete, consciously or subconsciously.

Accepted Answer

Closure refers to the tendency for a person to perceive an incomplete picture as complete, consciously or subconsciously. This can occur when there are gaps or missing elements in a visual stimulus, but the brain fills in the missing pieces to create a cohesive whole.

Question 18

The makers of Downey Fabric Softeners want to undertake a sensory marketing campaign.The goal of the campaign is to trigger consumers' memories of home and connect emotionally with consumers.Which sense should the campaign focus on?

Accepted Answer

Smell is closely tied to emotion and memory, and it is often used in sensory marketing campaigns to create an emotional connection with the consumer. Downey Fabric Softeners can use a specific scent to trigger memories of home and create a positive emotional association with their product.

Question 19

The relationship between arousal and a person's ability to pay attention is:

Accepted Answer

The relationship between arousal and a person's ability to pay attention follows an inverted U-shaped curve. This means that performance on a task improves with increasing arousal up to a certain point, after which performance declines with further increases in arousal. This optimal level of arousal for peak performance may vary from task to task and person to person.

Question 20

When a stimulus is salient, it is focal or prominent, with the other aspects of the envirornnent fading into the background.This is known as:

Accepted Answer

The figure-ground principle states that when a stimulus is salient, it becomes the focal point or "figure" in the environment while other aspects of the environment become the "ground" and fade into the background. This is exactly what is described in the question, so A is the correct answer. The vividness effect refers to the degree to which a stimulus stands out and captures our attention, but it does not necessarily imply that other stimuli in the environment are diminished as a result. The novelty principle refers to our tendency to pay attention to new, unfamiliar stimuli, and the adaptation effect refers to our ability to habituate to stimuli over time so that they no longer elicit a strong response. Subliminal perception refers to the perception of stimuli that are presented below the threshold of conscious awareness.

Quiz 4: Consumer Perception