Question 1

There is evidence to indicate that differences exist between genders in regards to the sense of smell.

Accepted Answer

Studies have found that women generally have a greater sense of smell than men and are better at detecting certain scents. This may be due to hormonal differences, as well as differences in brain structure and function. However, it should be noted that individual variation exists within each gender and there are no absolute rules when it comes to sense of smell.

Question 2

Why is the choice of which colour(s)to use such a sensitive one for marketers? Give an example. Why is this important in regards to demographic characteristics?

Accepted Answer

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Question 3

Ben Perez is driving along a mountain road. In the distance,he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew,which of the following perceptual processes has been engaged?
A) attention
B) comprehension
C) exposure
D) interpretation

Accepted Answer

Exposure occurs when a stimulus comes within the range of someone's sensory receptors. In this case, Ben seeing the road crew is an instance of exposure, as the visual stimulus (the road crew and the fallen tree) comes within the range of his sight.

Question 4

Mary is shopping for some new clothes. Explain how her haptic senses would help her.

Accepted Answer

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Question 5

Amy is not a fan of online shopping because she puts a lot of emphasis on her haptic senses. In other words,she really needs to see a product in front of her before purchasing it.

Accepted Answer

Amy's emphasis on haptic senses means she prefers to touch and feel products, not just see them, before making a purchase.

Question 6

Jason and Mark were talking in class,but so was everyone else. As they continued to discuss their day's adventures,it suddenly became clear to them that the teacher was staring at them. They hadn't realized that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly and the teacher resumed her normal activities. This situation illustrates what important aspect of perception?
A) A person's ability to detect a difference between two stimuli is absolute.
B) A person's ability to detect a difference between two stimuli is relative.
C) Men's perceptual filters are underdeveloped compared to those of women.
D) Adaptation is a common problem among younger people.

Accepted Answer

This situation illustrates the concept of relative perception, as the conversation between Jason and Mark was not disruptive when everyone else was also talking. However, once the teacher called the class to order, the same conversation became disruptive in comparison to the new context.

Question 7

What is trade dress? Give an example.

Accepted Answer

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Question 8

Give an example of how sense of smell differs for men and women.

Accepted Answer

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Question 9

Erica drives by a compelling billboard while driving on the 401 highway in Ontario. As she goes by,she finds that the print is too small to read. This demonstrates the principle of:
A) differentiated advertising.
B) sensory adaptation.
C) absolute threshold.
D) visual orientation.

Accepted Answer

The inability to read the billboard due to the print being too small suggests that Erica has reached her absolute threshold, which is the minimum level of stimulation required for her to detect the stimulus.

Question 10

How can colour influence consumer perceptions?

Accepted Answer

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Question 11

The ability of a sensory system to detect changes or differences between two stimuli refers to the:
A) minimum threshold.
B) maximum threshold.
C) absolute threshold.
D) differential threshold.

Accepted Answer

The differential threshold, also known as the just noticeable difference (JND), is the smallest amount by which two stimuli can differ so that a person can perceive them as being different. It is a measure of the sensitivity of the sensory system. Options A, B, and C all refer to the minimum or maximum amount of stimulation required for a person to detect a stimulus, but they do not specifically address the ability to detect differences or changes between two stimuli.

Question 12

________ is the science that focuses on how the physical environment is integrated into the consumer's subjective experience.
A) Absolute theory
B) Differential theory
C) Psychophysics
D) Psychotherapeutics

Accepted Answer

Psychophysics is the branch of psychology that studies the relationship between physical stimuli and psychological sensations or perceptions. In the context of consumer behavior, it focuses on how the physical environment (stimuli) is perceived and interpreted by consumers, and how it can influence their behavior and subjective experience. Absolute and differential theories also relate to perception but focus on different aspects, while psychotherapeutics is a branch of medicine rather than psychology.

Question 13

Regardless of one's nationality,there is no difference in consumers' reactions to colour.

Accepted Answer

Consumers' reactions to colour can vary based on cultural and regional differences, as certain colours may hold different meanings or symbolism in different parts of the world.

Question 14

Give an example of how sense of sound can impact our behaviours.

Accepted Answer

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Question 15

Give an example of how visual cues can influence our consumption of food.

Accepted Answer

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Question 16

Give three examples of how sense of touch can impact consumers.

Accepted Answer

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Question 17

The particular colour combination that companies use for their packaging and other marketing communications is referred to as their colour code.

Accepted Answer

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Question 18

One of the principles of psychophysics is that changes in the physical environment are not always matched by equal changes perceptually. If Madison Wilson were changing an old drink by making it sweeter,what would psychophysics tell her?
A) She could make the drink twice as sweet by adding twice the amount of sugar.
B) She would need to research how the perception of "sweetness" changed by the amount of sugar added.
C) She would need to create promotions to tell customers how "sweet" the new drink is.
D) She would need to understand how people interpret the word "sweet."

Accepted Answer

Psychophysics tells us that changes in physical measurements do not always translate to equal changes in perception. Therefore, Madison Wilson would need to research how much sugar she needs to add to make the drink "sweeter" based on the perception of sweetness rather than just increasing the physical amount of sugar in the drink.

Question 19

A billboard is positioned correctly beside a busy highway. However,the merchant who purchased the billboard is complaining that no response is being generated by his advertising message. Upon closer inspection,the billboard company determines that the typeface used is too small to be effectively read by a motorist going 100+ km/h on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?
A) the differential threshold
B) the absolute threshold
C) the intensity threshold
D) the relative threshold

Accepted Answer

The absolute threshold refers to the minimum amount of stimulus required for a person to detect it. In this case, the typeface used on the billboard is too small to be detected by a motorist traveling at high speeds on the highway. Therefore, the message is not effectively reaching the target audience.

Question 20

Give examples of three factors related to the visual system that marketers can manipulate in ways that make people eat and drink lower or higher quantities.

Accepted Answer

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Quiz 2: Perception