Question 1

Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. This is an example of:
A) selective attention.
B) selective exposure.
C) perceptual defence.
D) perceptual blocking.

Accepted Answer

Perceptual defence refers to the tendency of individuals to subconsciously screen out stimuli that is psychologically threatening or inconsistent with their beliefs or values. This means that even though the exposure has already taken place, the individual may not consciously be aware of it because their mind has blocked it out. This is different from selective attention, which refers to the conscious act of focusing on a particular stimulus while ignoring others. Selective exposure refers to the deliberate act of seeking out information that is consistent with one's beliefs and values while ignoring information that is not. Perceptual blocking does not refer to a specific phenomenon in psychology.

Question 2

_____ is when consumers have a heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs.
A) Selective attention
B) Selective exposure
C) Perceptual defence
D) Perceptual blocking

Accepted Answer

Selective attention is the process where consumers focus their attention on stimuli that are relevant to their current needs or interests, and filter out irrelevant stimuli. This helps consumers cope with the overwhelming amount of information they encounter daily.

Question 3

The way people memorise telephone numbers as chunks of three to four numbers at a time is an example of:
A) grouping.
B) figure and ground.
C) a series of events.
D) stereotypes.

Accepted Answer

The way people memorize telephone numbers by dividing them into chunks of three or four numbers is an example of grouping, where information is organized into more manageable units.

Question 4

Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness. This is known as:
A) selective attention.
B) selective exposure.
C) perceptual defence.
D) perceptual blocking.

Accepted Answer

Perceptual blocking is when consumers actively block out stimuli from their conscious awareness to avoid being overwhelmed.

Question 5

The relationship between an object and the background on which it is portrayed is referred to as the:
A) figure and ground.
B) subject and contrast.
C) figure and contrast.
D) subject and background.

Accepted Answer

The relationship between an object and the background on which it is portrayed is referred to as figure and ground. This means that the object ('figure') is separated from the background ('ground') and can be clearly distinguished.

Question 6

The nature of the product, its advertisements and commercials, the sex of a model, the position of a print ad, and brand name are examples of:
A) receptors.
B) motivations.
C) contrasts.
D) marketing stimuli.

Accepted Answer

These are all examples of marketing stimuli as they are elements of the marketing mix that are designed to stimulate consumer behavior and shape perceptions of a product or brand.

Question 7

_____ is where consumers seek out messages that they find pleasant and actively avoid painful or threatening ones.
A) Selective attention
B) Selective exposure
C) Perceptual defence
D) Perceptual blocking

Accepted Answer

Selective exposure is the process where consumers selectively seek out messages that are pleasant or of interest to them, and actively avoid those that they perceive as painful or threatening. Selective attention refers to the ability to focus on certain stimuli while ignoring others, while perceptual defense and blocking refer to psychological processes that protect individuals from being overwhelmed by stimuli that challenge their beliefs or attitudes.

Question 8

A local retailer, concerned that his ad had been getting lost in all the other ads in the newspaper, requests that his be printed upside down. He is hoping to gain attention through confounding readers':
A) receptors.
B) motivation.
C) adaptations.
D) expectations.

Accepted Answer

The local retailer is hoping to gain attention by confounding readers' expectations. By printing the ad upside down, the reader's expectations of how the ad should appear are challenged, and they are more likely to notice and pay attention to the ad. This does not involve receptors, motivation, or adaptations, making options A, B, and C incorrect.

Question 9

Product placement is a marketing technique used by marketers for many years where a product is integrated into the TV show or film. This technique stems from which concept?
A) Figure and ground.
B) Product and contrast.
C) Figure and contrast.
D) Figure and subject.

Accepted Answer

The concept of figure and ground is fundamental in perception psychology and is used in product placement. It refers to the way we visually distinguish an object (the figure) from its background (the ground). In product placement, the product is made the "figure" to stand out against the "ground" of the movie or TV show scene.

Question 10

Advertorials and infomercials are attempts from marketers to:
A) make the reader/viewer think it is part of the editorial/programming.
B) deceive consumers by offering products of low-quality nature.
C) appeal to the lower class.
D) all of the above.

Accepted Answer

Advertorials and infomercials are designed to mimic the style and content of editorial and programming content, making the reader/viewer believe it is not an advertisement. This is done to increase the chances of the consumer engaging with the content and ultimately purchasing the product. There is no evidence to suggest that they are intended to deceive consumers with low-quality products or appeal to a specific class.

Question 11

The perception of stimuli in chunks of information rather than as discrete bits is termed as:
A) closure.
B) selective exposure.
C) selective attention.
D) grouping.

Accepted Answer

Grouping refers to the tendency to perceive stimuli as groups or patterns rather than as individual parts. This can include grouping by proximity, similarity, or closure. Selective attention refers to the ability to focus on one stimuli while filtering out others. Selective exposure involves choosing to expose oneself to certain stimuli while avoiding others. Closure refers to the tendency to fill in missing information to create a complete perception of an object or scene.

Question 12

Human beings do not experience the numerous stimuli they select from the environment as separate and discrete sensations; rather, they tend to organise them into groups and perceive them as unified wholes. In a perception context, this is known as:
A) perceptual defence.
B) perceptual blocking.
C) perceptual mapping.
D) perceptual organisation.

Accepted Answer

The phenomenon described in the statement is known as perceptual organization. It refers to the ways in which we organize individual sensations into a coherent and meaningful whole. This process involves grouping individual sensations into larger units, such as objects or events, based on their similarities in location, shape, color, and other attributes. By perceiving the environment in this way, we are able to make sense of the complex and often ambiguous stimuli that we encounter.

Question 13

Australia requires tobacco companies to feature graphic health warnings on cigarette packets. In a perception context, this is to try to combat _____ where people no longer pay attention to the warning labels on packets.
A) selective attention
B) selective exposure
C) perceptual defence
D) perceptual blocking

Accepted Answer

Perceptual defence is the tendency for people to unconsciously block out or distort information that is threatening to them. In the case of cigarette packets, smokers may develop a perceptual defence mechanism where they no longer pay attention to the warning labels on packets. The use of graphic health warnings is an attempt to overcome this defence mechanism and get smokers to pay more attention to the health risks associated with smoking.

Question 14

People have a need for _____. If the stimuli they are exposed to is incomplete, they perceive it as complete by filling in the missing pieces.
A) stereotyping
B) grouping
C) closure
D) exaggeration

Accepted Answer

Closure refers to the psychological need to have a complete and whole perception of a situation. When presented with incomplete stimuli, people tend to seek out and fill in the missing parts in order to create a complete picture. This is a fundamental aspect of human perception, as it enables us to make sense of the world around us, even when we are presented with incomplete information. Stereotyping and exaggeration are not related to this concept, and grouping may be related, but is not as relevant to the idea of filling in missing information.

Question 15

Consumers have a heightened awareness of the stimuli that meet their needs or interests and a lower awareness of stimuli irrelevant to their needs. Thus, they are likely to note ads for products that would satisfy their needs or for stores with which they are familiar, and disregard those in which they have no interest. This describes:
A) perceptual defence.
B) mental blocking.
C) selective attention.
D) selective exposure.

Accepted Answer

Selective attention refers to the tendency of consumers to focus on and pay attention to stimuli that are relevant to their needs or interests, while ignoring or filtering out stimuli that are not relevant. This is a key factor in the process of perception, as it helps consumers to effectively manage the overwhelming amount of information that they are exposed to on a daily basis.

Question 16

A person has decided to hire a new gardener. After an evening of watching TV, the only commercials she can recall are the ones for gardening and landscaping. Her recollection was shaped by:
A) receptors.
B) adaptations.
C) expectations.
D) motivation.

Accepted Answer

The person's recollection was shaped by motivation, as her interest in hiring a gardener likely made her more attentive to and better able to recall commercials related to gardening and landscaping.

Question 17

Stimuli that conflict sharply with expectations often receive more attention than those that conform to expectations. Marketers have been accused of using sexuality in advertising. Which of the following statements is most correct?
A) In ads where sexual content was relevant to the brand, the brands were remembered	the least.
B) In ads where sexual content was irrelevant to the brand, the brands were 	remembered the most.
C) In ads where sexual content was irrelevant to the brand, the ad was remembered but the brand wasn't.
D) Wherever sexuality was used, the brands were remembered.

Accepted Answer

The statement that stimuli that conflict sharply with expectations often receive more attention than those that conform to expectations applies here. While sexual content in advertising may grab attention, it may not necessarily be relevant to the brand being advertised. In such cases, viewers may remember the ad but not the brand. Thus, option C is the most correct statement.

Question 18

Advertisements in which the consumer has great difficulty in discerning the stimulus is most likely poorly designed in terms of:
A) subject and contrast.
B) figure and ground.
C) figure and contrast.
D) subject and background.

Accepted Answer

Figures are the foreground elements, and grounds are the background elements of an advertisement. Poorly designed advertisements may have unclear distinctions between figures and grounds, resulting in difficulty for the consumer to discern the stimulus.

Question 19

After looking at the television advertisement, Nick noted, 'I didn't understand what it was trying to say.' For Nick, the ad apparently had problems with:
A) subject and contrast.
B) product and contrast.
C) figure and contrast.
D) figure and ground.

Accepted Answer

Nick's statement suggests that he had difficulty differentiating between the figure (the main message or product of the ad) and the ground (the context or background of the ad).

Question 20

In terms of consumer perception and advertising, in general, _____ is one of the most attention-compelling attributes of a stimulus.
A) content
B) contrast
C) context
D) drama

Accepted Answer

Contrast is one of the most attention-compelling attributes of a stimulus because it creates a noticeable difference that stands out among other stimuli. This can include contrasts in color, size, shape, or other visual or auditory elements. Advertisers often use contrast to draw consumers' attention to their message.

Quiz 5: Consumer perception

Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. This is an example of:

_____ is when consumers have a heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs.

The way people memorise telephone numbers as chunks of three to four numbers at a time is an example of:

Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness. This is known as:

The relationship between an object and the background on which it is portrayed is referred to as the:

The nature of the product, its advertisements and commercials, the sex of a model, the position of a print ad, and brand name are examples of:

_____ is where consumers seek out messages that they find pleasant and actively avoid painful or threatening ones.

A local retailer, concerned that his ad had been getting lost in all the other ads in the newspaper, requests that his be printed upside down. He is hoping to gain attention through confounding readers':

Product placement is a marketing technique used by marketers for many years where a product is integrated into the TV show or film. This technique stems from which concept?

Advertorials and infomercials are attempts from marketers to:

The perception of stimuli in chunks of information rather than as discrete bits is termed as:

Human beings do not experience the numerous stimuli they select from the environment as separate and discrete sensations; rather, they tend to organise them into groups and perceive them as unified wholes. In a perception context, this is known as:

Australia requires tobacco companies to feature graphic health warnings on cigarette packets. In a perception context, this is to try to combat _____ where people no longer pay attention to the warning labels on packets.

People have a need for _____. If the stimuli they are exposed to is incomplete, they perceive it as complete by filling in the missing pieces.

A person has decided to hire a new gardener. After an evening of watching TV, the only commercials she can recall are the ones for gardening and landscaping. Her recollection was shaped by:

Stimuli that conflict sharply with expectations often receive more attention than those that conform to expectations. Marketers have been accused of using sexuality in advertising. Which of the following statements is most correct?

Advertisements in which the consumer has great difficulty in discerning the stimulus is most likely poorly designed in terms of:

After looking at the television advertisement, Nick noted, 'I didn't understand what it was trying to say.' For Nick, the ad apparently had problems with:

In terms of consumer perception and advertising, in general, _____ is one of the most attention-compelling attributes of a stimulus.