Question 1

Just Noticeable Difference has been quantified by:

Accepted Answer

Weber is credited with quantifying the Just Noticeable Difference (JND), which is a concept in psychophysics that describes the smallest difference in stimulus intensity that a specific sense can detect.

Question 2

An unusual and distinct message can elicit feelings of surprise due to:

Accepted Answer

Scheme discrepancy refers to the difference between what is expected and what is actually perceived, leading to feelings of surprise when something unusual or distinct is encountered.

Question 3

The use of physical space to communicate is:

Accepted Answer

Proxemics is the study of how humans use space to communicate, including personal space and territory.

Question 4

Which of the following is a result of Gestalt psychology?

Accepted Answer

Gestalt psychology emphasizes that humans perceive objects as whole rather than as separate parts, suggesting that the whole is greater than the sum of its parts. This principle is fundamental to Gestalt theory, which was developed by psychologists such as Max Wertheimer, Kurt Koffka, and Wolfgang Köhler, not by someone named Prof. Gestalt.

Question 5

According to Triplett:

Accepted Answer

Triplett's research indicates that most car manufacturers change about 30% of their color offerings annually.

Question 6

Which of the following would NOT be an example of a subliminal message?

Accepted Answer

The answer of Which of the following would NOT be...

Question 7

The interaction of signs, objects and meaning is:

Accepted Answer

Semiotics is the study of signs and symbols and their use or interpretation. It involves the interaction of signs (which can convey information), objects (to which signs refer), and meaning (the concept or idea that a sign represents).

Question 8

Which colour combination have the Royal Mail's automated address readers not been able to read?

Accepted Answer

Black text on a red background has historically been difficult for Royal Mail's automated address readers to read due to the lack of contrast and the way the machinery processes colors.

Question 9

Which of the following provides the costs of advertising in different media?

Accepted Answer

BRAD (British Rates and Data) provides information on the costs of advertising in various media, including magazines, newspapers, and online platforms. It is a comprehensive source for media planning and buying in the UK.

Question 10

Which selective process is defined as 'when consumers can extract from a message certain elements which fit their own frame of reference, even if they tend to distort the intention of the message'?

Accepted Answer

Selective perception occurs when individuals perceive what they want in media messages while ignoring opposing viewpoints. It involves filtering information to suit personal beliefs or preferences, which can lead to distorted interpretations of the message's intended meaning.

Question 11

What is meant by proxemics?

Accepted Answer

Proxemics refers to the study of how people use space to communicate, including personal space and the physical distance maintained in social interactions.

Question 12

What is meant by paralanguage?

Accepted Answer

Paralanguage refers to the non-verbal elements of communication used to modify meaning and convey emotion, such as pitch, tone, and speed of speaking, rather than the actual words themselves.

Question 13

Why is it difficult to understand how customers perceive and evaluate service quality:

Accepted Answer

The intangible nature of services makes it difficult to measure and evaluate service quality because services cannot be seen, touched, or easily quantified like physical products.

Question 14

What is meant by voluntary exposure?

Accepted Answer

The answer of What is meant by voluntary exposure?
...

Question 15

Elements of the message that are in the middle (focal vision) of our vision are processed by:

Accepted Answer

The answer of Elements of the message that are in...

Question 16

The hierarchy or sequence of communications effects used as the main framework within the text is: 'exposure - perception - attention - perception - learning - attitude - action - post purchase.

Accepted Answer

The correct sequence typically follows 'exposure - attention - perception - learning - attitude - action - post-purchase behavior', without repeating 'perception'.

Question 17

The AIDA framework is Lavidge and Steiner's hierarchy of effects model.

Accepted Answer

The AIDA model is a separate marketing model that stands for Attention, Interest, Desire, and Action, and it was developed prior to Lavidge and Steiner's hierarchy of effects model.

Question 18

BARB provides costs of advertising media.

Accepted Answer

BARB (Broadcasters' Audience Research Board) provides television viewing figures in the UK, not costs of advertising media.

Question 19

TVRs refer to the combination of reach and exposure.

Accepted Answer

TVRs (Target Rating Points) are a measure of the number of people who are exposed to an advertisement, and the number of times they are exposed to it.

Question 20

The Sloggi balloon is an example of ambient media.

Accepted Answer

The Sloggi balloon, used for advertising by creating a large, eye-catching visual in a public space, is an example of ambient media, which aims to surprise people with advertising in their everyday environment.

Quiz 2: Consumer Response to Marketing Actions: 1 Exposure, Attention, Perception