Exam 3: ++Perception

A stage in the perception process is ________.

A retailer decides to reduce the price of a sport coat that normally costs $98.The reduction in price is $3.The storeowner believes that the reduction will catch the eye of the value shopper.If the sport coat does not sell,the retailer might wish to consider which of the following before making another price change?

Evaluate the effectiveness of subliminal persuasion and messages in marketing.Be sure to demonstrate your knowledge of the evidence about the success of the technique as presented in the text.

Describe multitasking and explain why multitasking is a concern for marketers?

Interpretation is the last stage of the perceptual process.

If a consumer chooses not to perceive they are reaching ________.

At a business meeting,a consultant states that "perception is reality,because a customer never works with the actual product,but only with his or her perception of that product." In a university lab,researchers determine that when a rat is looking at a brightly colored rectangle,a close inspection of the rat's optic nerves (that connect the eyes to the cortex)show now visible change from when the rat is looking at a green circle; however electrodes placed in the nerve show a different pattern of transmitted codes.How are these two events related,and what does this relationship tell us about perception?

What is the difference between sensation and perception?

Define perceptual selection and describe the types of filters that prevent clear perception and the reception of marketing stimuli.

Consumers are more likely to be aware of stimuli that relate to their current needs.This is an example of perceptual vigilance.

Which of the following is most relevant to a company that wants to position a new brand on price leadership?

One of the principles of psychophysics is that change in the physical environment is not always matched by equal changes perceptually.If Madison Wilson were creating a new drink,what would psychophysics tell her?

As people's income rise,they are more likely to prefer additional experiences over additional possessions.

Blind taste tests in the 1980s showed that most Coke drinkers preferred a cola that was sweeter than the current product.When Coca-Cola attempted to make its product sweeter,brand loyal customers revolted and demanded the old product be returned.Explain how Coca-Cola marketers could have used the principles of psychophysics to introduce the new Coke without creating these problems.