Question 1

Positioning is more important to the ultimate success of a product than are its actual characteristics.

Accepted Answer

A) True 
 B)False

Question 2

Low-risk perceivers have been described as narrow categorizers because they limit their choices to a few safe alternatives.

Accepted Answer

A) True 
 B)False

Question 3

People perceive all stimuli to which they are exposed.

Accepted Answer

A) True 
 B)False

Question 4

$\text{JUICE MINI CASE:}$ Fruit Fusions is a well-known producer of organic fruit blended yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name as well. The company's research determined that there was a potential niche market for organic fruit juices packaged in small single servings and sold as an alternative to canned soft drinks typically consumed during lunch. In trying to price the new line of drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable quality cost, and what they considered to be a fair price for this kind of drink. With the slogan "Nothing this good comes in a can," the juice line's print ads feature a brightly colored bottle of juice on a completely white background and are placed in magazines specializing in health and wellness.
-In the JUICE MINI CASE, Fruit Fusions places its advertisements in magazines focused on health and wellness under the assumption that people reading such magazines are interested in health foods and are more likely to seek out information about Fruit Fusions from the advertisements than consumers reading a magazine focused on news and entertainment. This phenomenon is known as ________.

Accepted Answer

A)  selective exposure 
B)  perceptual defense 
C)  selective organization 
D)  the contrast effect 
E)  perceptual blocking 
A)  selective exposure 
B)  perceptual defense 
C)  selective organization 
D)  the contrast effect 
E)  perceptual blocking

Question 5

Provide an example of a brand image update that was designed to create emotional bonds between the brand and the consumer.

Accepted Answer

Examples may vary. T

Question 6

Which of the following is true of JND?

Accepted Answer

A)  Decreasing prices below consumers' JND is likely to cause a significant rise in sales. 
B)  Making product improvements that far exceed consumers' JND is likely to maximize company revenues. 
C)  There is no JND for decreased product volume sold in existing packaging. 
D)  Making drastic changes to a company's logo to an extent well beyond consumers' JND allows companies to update their image without losing their ready recognition. 
E)  Increasing prices below consumers' JND is likely to go unnoticed by consumers. 
A)  Decreasing prices below consumers' JND is likely to cause a significant rise in sales. 
B)  Making product improvements that far exceed consumers' JND is likely to maximize company revenues. 
C)  There is no JND for decreased product volume sold in existing packaging. 
D)  Making drastic changes to a company's logo to an extent well beyond consumers' JND allows companies to update their image without losing their ready recognition. 
E)  Increasing prices below consumers' JND is likely to go unnoticed by consumers.

Question 7

Two people driving together may spot a billboard at different times. This means they have different ________.

Accepted Answer

A)  absolute thresholds 
B)  differential thresholds 
C)  just noticeable differences 
D)  adaptation levels 
E)  sensory adaptations 
A)  absolute thresholds 
B)  differential thresholds 
C)  just noticeable differences 
D)  adaptation levels 
E)  sensory adaptations

Question 8

If a cell phone company, Mobile Power, offers a warranty on their phones as an assurance their phones will perform as expected, it is likely an attempt to help mitigate consumers' perception of ________.

Accepted Answer

A)  functional risk 
B)  financial risk 
C)  psychological risk 
D)  social risk 
E)  physical risk 
A)  functional risk 
B)  financial risk 
C)  psychological risk 
D)  social risk 
E)  physical risk

Question 9

Ragu, a spaghetti sauce maker, has decided to launch its most popular sauce flavors in a small pouch format that is more convenient to use. When they choose to launch their most popular sauce flavors, which are "tried and true," instead of new flavors, Ragu is seeking to minimize consumers' perception of ________.

Accepted Answer

A)  physical risk 
B)  functional risk 
C)  psychological risk 
D)  financial risk 
E)  time risk 
A)  physical risk 
B)  functional risk 
C)  psychological risk 
D)  financial risk 
E)  time risk

Positioning is more important to the ultimate success of a product than are its actual characteristics.

Low-risk perceivers have been described as narrow categorizers because they limit their choices to a few safe alternatives.

People perceive all stimuli to which they are exposed.

Provide an example of a brand image update that was designed to create emotional bonds between the brand and the consumer.

Which of the following is true of JND?

Two people driving together may spot a billboard at different times. This means they have different ________.

If a cell phone company, Mobile Power, offers a warranty on their phones as an assurance their phones will perform as expected, it is likely an attempt to help mitigate consumers' perception of ________.

Consumer Behavior: Information-Driven Consumer Behavior

Segmentation, Targeting and Positioning

Consumer Motivation and Personality

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

The Family and Its Social Class Standing

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Consumer Research

Filters

Exam 4: Consumer Perception

Positioning is more important to the ultimate success of a product than are its actual characteristics.

Low-risk perceivers have been described as narrow categorizers because they limit their choices to a few safe alternatives.

People perceive all stimuli to which they are exposed.

Provide an example of a brand image update that was designed to create emotional bonds between the brand and the consumer.

Which of the following is true of JND?

Two people driving together may spot a billboard at different times. This means they have different ________.

If a cell phone company, Mobile Power, offers a warranty on their phones as an assurance their phones will perform as expected, it is likely an attempt to help mitigate consumers' perception of ________.

Consumer Behavior: Information-Driven Consumer Behavior

Segmentation, Targeting and Positioning

Consumer Motivation and Personality

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-of-Mouth

The Family and Its Social Class Standing

Culture's Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: An International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Consumer Research

Filters