Exam 4: Consumer Perception

There is strong evidence that subliminal advertising persuades people to buy goods or services.

A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cells. This is called ________.

Delivery vehicles painted in distinct colors, restaurant matchbooks, packaged hotel soaps and shampoos are all ways to make service offerings seem more tangible with visual images.

$\text{SERVQUAL}$ is a scale that is designed to measure the gap between customer expectations or services and their perception of the service actually delivered. Describe the dimensions on which this scale is based.

As sensory input ________, our ability to detect changes in input or intensity ________.

Low-risk perceivers have been described as broad categorizers and tend to ________.

________ is promotion that is designed to promote a company's overall image without overtly referring to specific products.

When stimuli are highly ambiguous, an individual will usually ________.

The most widely accepted framework for researching service quality stems from the premise that a consumer's evaluation of service quality is a function of the ________ of the gap between the customer's expectations of service and the customer's assessment of the service actually delivered.

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

Which of the following is true of the relationship between consumers' perceptions and their motives?

John drives by the same billboard every day on his way to work. He has seen the billboard so many times, that he no longer notices it. This is an example of ________.

In product placement scenarios, marketers place an advertised product into a TV show or film by having it used by the cast, integrated into the plot, or associated with a character. In product placements, the product is considered the ________ and the show is the ________.

Joe passes many billboards on his way to work, but rarely even recognizes that they are there because he is paying attention to the road. By protecting himself from being overwhelmed by the billboards, Joe is engaging in ________.

Marketers are much more interested in what consumers objectively know about their products than what they perceive.

Which of the following is true of the relationship between consumers' perceptions and their expectations?

Listening to the radio on the way home from work, Paul is particularly aware of an ad for McDonald's because he is getting hungry. This is an example of ________.

The purpose of institutional advertising is to ________.

________ is any price that a consumer uses as a basis for comparison in judging another price.

Products, packages, brand names, advertisements, and commercials are examples of ________.