Question 1

Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________.
A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation

Accepted Answer

Perceptual vigilance refers to the selective attention that consumers give to stimuli that are relevant to their current needs or interests. This helps consumers filter out irrelevant information and focus on what is most important to them. Perceptual defense refers to the unconscious process of protecting oneself from stimuli that are threatening or offensive, while subliminal perception refers to the processing of information below the level of conscious awareness. Adaptation refers to the process by which consumers become less responsive to stimuli that they encounter repeatedly over time.

Question 2

Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?
A) Sound symbolism
B) Audio watermarking
C) Semiotics
D) The principle of similarity

Accepted Answer

Sound symbolism refers to the idea that the way a word sounds can influence the listener's assumptions about its meaning. For example, words with sharp, short sounds like "crisp" or "chop" may be associated with something quick or abrupt, while words with softer sounds like "murmur" or "whisper" may be associated with something gentle or quiet.

Question 3

The process by which people select, organize, and interpret sensations is called ________.
A) consumption
B) perception
C) adaption
D) application

Accepted Answer

The process of selecting, organizing, and interpreting sensations is referred to as perception. Hence, option B is the correct answer. Option A, consumption, refers to the act of acquiring and using goods or services. Option C, adaptation, is a term used to describe the process by which individuals adjust to new situations or environments. Finally, option D, application, refers to the practical use of something.

Question 4

A process by which the way a word sounds influences our assumptions about a product's attributes is called sound symbolism.

Accepted Answer

This statement is true. Sound symbolism refers to the tendency of people to associate certain sounds or phonemes with certain qualities or attributes. For example, high-pitched sounds are often associated with lightness, speed, and smallness, while low-pitched sounds are associated with heaviness, slowness, and largeness. Marketers often use sound symbolism to create brand names and product labels that convey desired associations with their products.

Question 5

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads?
A) Perceptual vigilance
B) Perceptual defense
C) Contrast
D) Adaptation

Accepted Answer

Mary's response to the ads is affected by adaptation, as she has become accustomed to seeing them every day and they no longer elicit a strong response from her.

Question 6

Define the term "hedonic consumption."

Accepted Answer

The answer of Define the term "hedonic consumption."...

Question 7

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.
A) blue
B) red
C) yellow
D) black

Accepted Answer

Research has shown that the color red creates feelings of arousal and stimulates appetite.

Question 8

Companies that think carefully about the impact of sensations on product experiences are practicing ________.
A) hedonic consumption
B) need marketing
C) want marketing
D) sensory marketing

Accepted Answer

Sensory marketing is the practice of thinking carefully about the impact of sensations on product experiences. Therefore, D is the correct answer. A is incorrect because hedonic consumption focuses on the emotional aspects of consumption, rather than sensations. B and C are incorrect because they do not relate to the concept of sensory marketing.

Question 9

The ________ sense appears to moderate the relationship between product experience and judgment confidence.
A) sound
B) haptic
C) taste
D) sight

Accepted Answer

The haptic sense refers to touch or tactile sensations. According to research, this sense plays a role in moderating the relationship between product experience and judgment confidence.

Question 10

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________.
A) advertising bombardment
B) sensory overload
C) sensory shifting
D) circuit overcapacity

Accepted Answer

Sensory overload refers to the state of being exposed to more information than one can effectively process, which leads to a feeling of being overwhelmed and overloaded. This is often the case with advertising, where consumers are bombarded with too much information, making it difficult for them to process and retain it all. The other options are not recognized terms or do not accurately describe this phenomenon.

Question 11

A philosophy that translates customers' feelings into design elements is called ________ engineering.
A) Kansei
B) Sigma
C) relationship
D) reverse

Accepted Answer

Kansei engineering is a philosophy that focuses on understanding customers' emotional responses to a product or service and using this knowledge to inform the design elements of that product or service.

Question 12

Size, color, position, and novelty are all strategies for creating which of the following?
A) Contrast
B) Adaptation
C) Vigilance
D) Thresholds

Accepted Answer

Size, color, position, and novelty are all techniques used to create contrast, which is the difference between two things that helps them stand out. Contrast is frequently used in design to attract attention to particular elements and make them more memorable.

Question 13

Research has shown that Kansei engineering can be an effective way to design products. Explain how Kansei engineering works and give an illustration that demonstrates your understanding.

Accepted Answer

The answer of Research has shown that Kansei engineering can...

Question 14

In the Western Culture the color black is often associated with ________.
A) mourning
B) innocence
C) fear
D) cult

Accepted Answer

In the Western culture, black is traditionally associated with mourning and funeral services.

Question 15

The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________.
A) phoneme
B) schema
C) sensory input
D) interpretant

Accepted Answer

The answer of The sensory characteristic of a product that...

Question 16

Which term refers to sensations that subtly influence how we think about a product?
A) Perception
B) Hedonic consumption
C) Context effect
D) Respondents

Accepted Answer

The term "context effect" refers to the subtle influence of environmental cues on our perception and evaluation of a product. This can include factors such as lighting, music, and surrounding objects that may impact our overall experience and impression of the product.

Question 17

Processing information from more than one medium at a time is known as ________.
A) multitasking
B) perceptual hyperactivity
C) perceptual chunking
D) interactive attention

Accepted Answer

Multitasking is the term used to describe the process of processing information from more than one medium at a time. This can include tasks such as checking emails while listening to a conference call or watching TV while scrolling through social media.

Question 18

When Coke weaves a sound into a piece of music, the advertisement is using ________.
A) sound marketing
B) audio watermarking
C) sound watermarking
D) music marketing

Accepted Answer

The term used to describe the process of weaving a sound into a piece of music for advertising purposes is audio watermarking. Therefore, the correct choice is B, which includes the correct term. The other choices are not accurate descriptions of this process.

Question 19

As people's income rise, they are more likely to prefer additional experiences over additional possessions.

Accepted Answer

This is supported by research on the "hedonic treadmill" and "psychological well-being" which suggests that people experience greater long-term happiness from memorable experiences than from material possessions. As income rises, people may also have more opportunities to experience different things, making experiences a more desirable purchase.

Question 20

As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value.
A) hedonic
B) Gestalt
C) embedded
D) referent

Accepted Answer

Hedonic value refers to the emotional satisfaction or pleasure that consumers derive from a product. As manufacturing costs decrease, consumers are willing to pay more for products that provide them with emotional satisfaction or pleasure, which is why hedonic value becomes increasingly important.

Quiz 3: Perception

Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________.

Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?

The process by which people select, organize, and interpret sensations is called ________.

A process by which the way a word sounds influences our assumptions about a product's attributes is called sound symbolism.

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads?

Define the term "hedonic consumption."

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.

Companies that think carefully about the impact of sensations on product experiences are practicing ________.

The ________ sense appears to moderate the relationship between product experience and judgment confidence.

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________.

A philosophy that translates customers' feelings into design elements is called ________ engineering.

Size, color, position, and novelty are all strategies for creating which of the following?

Research has shown that Kansei engineering can be an effective way to design products. Explain how Kansei engineering works and give an illustration that demonstrates your understanding.

In the Western Culture the color black is often associated with ________.

The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________.

Which term refers to sensations that subtly influence how we think about a product?

Processing information from more than one medium at a time is known as ________.

When Coke weaves a sound into a piece of music, the advertisement is using ________.

As people's income rise, they are more likely to prefer additional experiences over additional possessions.

As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value.