Question 1

When we ________ products, we evaluate them using schemas we typically apply to classify people.
A)prime
B)filter
C)imprint
D)anthropomorphise

Accepted Answer

Anthropomorphise refers to attributing human characteristics to non-human entities, which involves using schemas typically applied to classify people.

Question 2

James loves hiking and recently saw Patagonia clothing for the first time.He was attracted by the logo, a mountain range and a multi-coloured sky, but he thought the clothing was too expensive.The next week, however, James saw a TV advertisement with the Patagonia founder speaking about his commitment to environmental responsibility, corporate sustainability and altruism.James then bought Patagonia fleeces and pants and feels good about himself when he wears them.James derived meaning from his clothing because of ________.
A)subliminal persuasion
B)figure-ground projection
C)semiotic relationships
D)consumer-modelling connections

Accepted Answer

James derived meaning from his clothing because of the semiotic relationship, or the meaning conveyed through the logo and the values associated with the brand. The logo with the mountain range and multicoloured sky represents nature, wilderness and adventure. The TV advertisement reinforced the brand's values and commitments to environmental sustainability and altruism, which created a deeper connection with James and his personal values.

Question 3

The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning.
A)semiotics
B)psychophysics
C)Gestalt
D)augmented reality

Accepted Answer

The field of semiotics studies signs and symbols and their interpretation and how they relate to meaning. Psychophysics studies the relationship between physical stimuli and psychological responses. Gestalt psychology studies how people perceive and organize visual elements. Augmented reality refers to the use of technology to add digital elements to the physical world.

Question 4

Lifestyle, attributes, competitors and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.
A)sensory signature
B)position
C)priming
D)sign

Accepted Answer

Marketers can use lifestyle, attributes, competitors, and quality to create a unique position for their brand in the marketplace. This refers to the specific place the brand occupies in the minds of consumers in relation to its competitors.

Question 5

Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organisational principles.These principles derive from ________ psychology, a school of thought which maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.
A)Freudian
B)Gestalt
C)Simmons
D)Covey

Accepted Answer

The principles described in the question are the principles of Gestalt psychology. Friedrich Perls, Paul Goodman, and Laura Perls founded a therapeutic approach known as Gestalt therapy, which is derived from the principles of Gestalt psychology.

Question 6

In the process of ________, certain properties of a stimulus evoke a schema.
A)priming
B)differentiating
C)indexing
D)perceptual mapping

Accepted Answer

Priming refers to the process where exposure to certain stimuli facilitates the activation of related concepts or schemas. In other words, certain properties of a stimulus can activate or prime a schema in the mind. This can occur through various types of priming, such as perceptual, semantic, or conceptual priming.

Question 7

In a few minutes of walking around Times Square in New York City, Tatiana sees hundreds of advertisements for food, jewellery, Broadway shows, shoes and lingerie.City buses and taxis both have advertisements for films, television shows and video games, and when she walks by store fronts, men and women with microphones relay the sales of the day.Tatiana is in a state of ________.
A)advertising bombardment
B)sensory overload
C)sensory shifting
D)circuit overcapacity

Accepted Answer

Tatiana is experiencing a multitude of stimuli through her senses, which can be overwhelming and result in sensory overload. The other options do not accurately describe her state of mind.

Question 8

The extent to which processing activity is devoted to a particular stimulus is known as ________.
A)exposure
B)perception
C)attention
D)sensation

Accepted Answer

Attention refers to the extent to which processing activity is devoted to a particular stimulus, while exposure refers to the extent to which a stimulus is presented to a person's sensory receptors. Perception refers to the process by which sensory input is interpreted and organized in order to make sense of it, while sensation refers to the process of detecting a physical stimulus, such as light or sound waves.

Question 9

________ roughly means whole, pattern or configuration; this perspective is best summarised by the saying 'the whole is greater than the sum of its parts.'
A)Freudian traits analysis
B)Weber's Law
C)Gestalt
D)Kinsei

Accepted Answer

The concept of "whole, pattern or configuration" and the saying "the whole is greater than the sum of its parts" are central to Gestalt psychology.

Question 10

From a semiotic perspective, every marketing message has three basic components.Which of those components is the sensory image that represents the intended meaning?
A)Sign
B)Object
C)Interpretant
D)Structure

Accepted Answer

The "Sign" is the sensory image that represents the intended meaning in a marketing message from a semiotic perspective.

Question 11

Which of the following refers to the meanings we assign to sensory stimuli?
A)Schema
B)Semiotics
C)Interpretation
D)Perception

Accepted Answer

Interpretation refers to the process of assigning meaning to sensory stimuli, which involves understanding and making sense of the information received through our senses.

Question 12

According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.
A)adapt
B)habituate
C)prime
D)overload

Accepted Answer

As the rate of exposure increases, frequently encountered stimuli habituate which means they become less noticeable or evocative over time.

Question 13

A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations.
A)icon
B)index
C)symbol
D)schema

Accepted Answer

A symbol is a sign that represents or relates to a product through conventional or agreed-on associations. An icon is a symbol that represents an object or concept by resemblance or analogy. An index is a sign that indicates a connection between the signifier and a particular object or idea. A schema is a mental structure used to organize and interpret information. Therefore, the best choice is C, symbol, which accurately fits the definition given in the question.

Question 14

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.
A)exposure
B)vigilance
C)discrimination
D)relevance

Accepted Answer

The answer of According to the ________ factor leading to...

Question 15

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 defence
B)perceptual vigilance
C)subliminal perception
D)adaptation

Accepted Answer

The perceptual filter being described in the statement is perceptual vigilance, which is the concept that consumers selectively pay attention to stimuli that relate to their current needs or interests. This happens because the brain has limited processing capacity and cannot process all the information that is presented to it. Therefore, consumers are vigilant about selecting information that is important to them.

Question 16

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

Accepted Answer

Size, colour, position and novelty are all methods for creating contrast, which is the noticeable difference between two or more visual elements.

Question 17

The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.
A)positioning strategy
B)Gestalt psychology
C)sensory signature
D)priming strategy

Accepted Answer

A positioning strategy is the tool used by a company to position its product or service to target customers in a unique, credible, and relevant way. It guides the company in using the marketing mix (product, price, promotion, and place) to create a perception of the brand in the minds of the consumers relative to its competitors.

Question 18

Coca-Cola utilises the ________ with their diverse range of soft drinks all contained in similar-shaped bottles and linked product lines sharing common colour schemes.
A)principle of similarity
B)figure-ground principle
C)subliminal principle
D)closure principle

Accepted Answer

The principle of similarity refers to the tendency for items that are similar in appearance or shape to be perceived as part of a collective group. Coca-Cola's use of similar-shaped bottles and common colour schemes across their product lines is an example of this principle.

Question 19

What occurs when a stimulus is below the level of an individual's awareness?
A)Absolute threshold
B)Differential threshold
C)Subliminal perception
D)Perceptual selection

Accepted Answer

When a stimulus is below an individual's awareness, it is known as subliminal perception. This means that the individual is not consciously aware of the stimulus, but it can still affect their behavior or attitudes.

Question 20

An individual may not process stimuli that are in some way threatening, or may distort the meaning of a stimulus to make it less threatening.This type of perceptual filter is called ________.
A)perceptual defence
B)perceptual vigilance
C)subliminal perception
D)adaptation

Accepted Answer

Perceptual defence is the perceptual filter that an individual uses to protect themselves from stimuli that may be threatening. It involves blocking or distorting the perception of threatening stimuli, so they are less disturbing or not noticed at all. This defence mechanism is believed to operate at the unconscious level and can occur in response to both internal and external threats.

Quiz 3: Perception

When we ________ products, we evaluate them using schemas we typically apply to classify people.

The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning.

Lifestyle, attributes, competitors and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.

In the process of ________, certain properties of a stimulus evoke a schema.

The extent to which processing activity is devoted to a particular stimulus is known as ________.

________ roughly means whole, pattern or configuration; this perspective is best summarised by the saying 'the whole is greater than the sum of its parts.'

From a semiotic perspective, every marketing message has three basic components.Which of those components is the sensory image that represents the intended meaning?

Which of the following refers to the meanings we assign to sensory stimuli?

According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.

A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations.

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.

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 ________.

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

The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.

Coca-Cola utilises the ________ with their diverse range of soft drinks all contained in similar-shaped bottles and linked product lines sharing common colour schemes.

What occurs when a stimulus is below the level of an individual's awareness?

An individual may not process stimuli that are in some way threatening, or may distort the meaning of a stimulus to make it less threatening.This type of perceptual filter is called ________.