Question 1

A blue chair has the ability to stimulate which feeling?
A) trust
B) hunger
C) envy
D) arousal

Accepted Answer

Blue is often associated with trust and stability. It is a calming color that can also promote a sense of security and dependability.

Question 2

What is sensation? Give an example.

Accepted Answer

Sensation is the immediate response of our sensory receptors (those in our eyes,ears,nose,mouth,and skin)to such basic stimuli as light,colour,and sound. One "neuromarketing" study,using brain-scanning (fMRI)technology,found that when no brand name was presented prior to tasting cola beverages (i.e.,consumers relied only on sensation),the reward centres of the brain lit up and Coke and Pepsi were equally preferred. But,when explicitly told the brand name before drinking,more consumers preferred Coca-Cola,and an entirely different part of the brain lit up-the medial prefrontal cortex. This is the area of the brain responsible for thinking and judging. Learned meanings about the brand influenced consumers' ultimate perceptions of Coca-Cola. Thus,based on sensation alone,consumers might equally prefer Pepsi and Coke. However,our ultimate preferences are also shaped by our perceptions-the way in which we organize,interpret,and form associations about the brand.

Question 3

Compare and contrast sensation and perception.

Accepted Answer

Sensation is the immediate response of our sensory receptors (those in our eyes,ears,nose,mouth,and skin)to such basic stimuli as light,colour,and sound. Perception is the process by which these sensations are selected,organized,and interpreted. The study of perception focuses on what we add to or take away from these raw sensations as we choose which to notice and then go about assigning meaning to them.

Question 4

According to neuromarketing research,our ultimate preferences for a brand such as Coke over Pepsi are not only shaped by the taste of the product,they are also influenced by:
A) exposure.
B) sensation.
C) consumption.
D) perception.

Accepted Answer

Neuromarketing research suggests that our ultimate preferences for a brand are influenced by our perception of it, which includes factors such as branding, packaging, advertising, and even our prior experiences with the product. Taste may be important, but it is just one of many factors that influence our purchasing decisions.

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

When it comes to the influence of "colour," which of the following statements is correct?
A) Blue is the most popular colour in North America.
B) Black worldwide is a colour that triggers images of death.
C) Women are more likely to be colour-blind, which is why they prefer bright colours.
D) As we get older, our vision takes on a yellow cast.

Accepted Answer

The answer of When it comes to the influence of...

Question 7

Vasi,a product manager at Kraft Foods,is reading a focus group report on tests regarding new ads for Kraft Peanut Butter. He has found that the messages consumers received are different from what Kraft intended. This is most likely due to:
A) exposure.
B) perception.
C) consumption.
D) hedonism.

Accepted Answer

Perception refers to the interpretation of information received through the senses, and in this case, the consumers' interpretation of the ads was different from what Kraft intended.

Question 8

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 9

Marketers contribute to a world overflowing with sensations.

Accepted Answer

Marketers create and promote products and services that appeal to people's senses, such as sight, sound, taste, touch and smell. They use various marketing techniques to attract the attention of consumers and create branding and messaging that resonates with them. Therefore, their contribution to the world is to create a sensory experience that engages people and influences their behavior.

Question 10

In the perceptual process,smells are classified as a sensory receptor.

Accepted Answer

The answer of In the perceptual process,smells are classified as...

Question 11

The process by which stimuli are selected,organized,and interpreted is called:
A) free response.
B) perception.
C) sensation.
D) stream of consciousness.

Accepted Answer

The process of selecting, organizing, and interpreting stimuli is called perception. Sensation refers to the initial process of detecting stimuli using sensory organs such as eyes, ears, skin, and so on. Free response is not a relevant term in this context, and stream of consciousness refers to the continuous flow of thoughts and feelings in an individual's mind.

Question 12

Upon entering the lobby,guests at Omni Hotels are greeted with the scent of lemongrass and green tea and view elaborate floral displays. In their rooms they will find eucalyptus bath salts and Sensation Bars-mini-bars stocked with items such as mojito-flavoured jelly beans and miniature Zen gardens. This is an example of:
A) experiential purchasing.
B) relationship marketing.
C) product positioning.
D) sensory marketing.

Accepted Answer

This is an example of sensory marketing where a hotel chain uses scents and various sensory elements to create a memorable and luxurious guest experience.

Question 13

"Sensory inputs" is another term for:
A) the perceptual process.
B) psychological factors.
C) jingles.
D) external stimuli.

Accepted Answer

Sensory inputs refer to external stimuli that are received by our senses, such as sounds, sights, smells, tastes, and touches.

Question 14

Rameed had an important meeting in New York to negotiate a big order for his company. He chose to wear his black suit because he knew black represented:
A) excitement.
B) good luck.
C) intelligence.
D) power.

Accepted Answer

Black is often associated with power and professionalism in business settings, making it an appropriate choice for an important meeting to negotiate a big order.

Question 15

List the five sensory systems.

Accepted Answer

The answer of List the five sensory systems....

Question 16

What is the difference between sensation and perception? Give an example of each. Which of these two constructs is most relevant to marketers and why?

Accepted Answer

The answer of What is the difference between sensation and...

Question 17

When marketers pay extra attention to the impact of sensation on consumer product experiences,this is called:
A) experiential purchasing.
B) relationship marketing.
C) product positioning.
D) sensory marketing.

Accepted Answer

Sensory marketing is the practice of paying extra attention to the impact of sensations on consumer product experiences. It focuses on engaging all five senses to create a more memorable and satisfying experience for consumers. Experiential purchasing and relationship marketing are related to overall customer experience, but do not specifically focus on sensations. Product positioning is about how a product is perceived in the market, but does not directly relate to sensory experiences.

Question 18

What is perception? Give an example.

Accepted Answer

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

Question 19

Daily we are bombarded by a symphony of colours,sounds,and odours. The immediate response of our receptors to such basic stimuli is called:
A) stream of consciousness.
B) subjectivity.
C) sensation.
D) perception.

Accepted Answer

The immediate response of our receptors to basic stimuli like colours, sounds, and odours is called sensation. The other options are not related to the initial response of our receptors.

Question 20

According to the textbook,smart marketers use ________ to create a competitive advantage.
A) advertising
B) our sensory systems
C) expensive promotions
D) added features

Accepted Answer

The textbook suggests that smart marketers use our sensory systems to create a competitive advantage. This can include developing products that appeal to the senses, such as visually appealing packaging or products with unique textures or scents. By engaging multiple senses, marketers can create a more memorable and distinctive experience for consumers, helping to differentiate their offerings from competitors.

Quiz 2: Perception

A blue chair has the ability to stimulate which feeling?

What is sensation? Give an example.

Compare and contrast sensation and perception.

According to neuromarketing research,our ultimate preferences for a brand such as Coke over Pepsi are not only shaped by the taste of the product,they are also influenced by:

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.

When it comes to the influence of "colour," which of the following statements is correct?

Vasi,a product manager at Kraft Foods,is reading a focus group report on tests regarding new ads for Kraft Peanut Butter. He has found that the messages consumers received are different from what Kraft intended. This is most likely due to:

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.

Marketers contribute to a world overflowing with sensations.

In the perceptual process,smells are classified as a sensory receptor.

The process by which stimuli are selected,organized,and interpreted is called:

"Sensory inputs" is another term for:

Rameed had an important meeting in New York to negotiate a big order for his company. He chose to wear his black suit because he knew black represented:

List the five sensory systems.

What is the difference between sensation and perception? Give an example of each. Which of these two constructs is most relevant to marketers and why?

When marketers pay extra attention to the impact of sensation on consumer product experiences,this is called:

What is perception? Give an example.

Daily we are bombarded by a symphony of colours,sounds,and odours. The immediate response of our receptors to such basic stimuli is called:

According to the textbook,smart marketers use ________ to create a competitive advantage.