Exam 2: Perception

The TV advertisement promoting the beach resort placed heavy emphasis on soft sounds and dim colours. The result was viewers quickly lost attention. The factor leading to loss of attention was:

Give examples of three factors related to the visual system that marketers can manipulate in ways that make people eat and drink lower or higher quantities.

Colours are rich in symbolic value and cultural meanings.

Like computers, people undergo stages of information processing in which stimuli are input and stored.

Subliminal advertising isn't categorized as a "being discovered," rather it is considered a persuasion of the stimulus which is:

The relationship in which one part of a stimulus configuration dominates a situation, such as a visual field, while other aspects recede into the background, is called the ________ principle.

Give an example of how visual cues can influence our consumption of food.

The process by which stimuli are selected, organized, and interpreted is called:

Perceptions of a colour depend on both its physical wave length and how the mind responds to that stimulus.

Why is the choice of which colour(s) to use such a sensitive one for marketers? Give an example. Why is this important in regards to demographic characteristics?

What is a differential threshold? Give an example of why this is relevant to marketers.

A blue chair has the ability to stimulate which feeling?

Some years ago, McDonald's claimed that its Big Mac had "Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun." Today if consumers hear "Two all-beef patties...," they laughingly play the game, completing the entire line of copy. Their participation illustrates the gestalt principle of:

How can colour influence consumer perceptions?

What is perception? Give an example.

Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them. They hadn't realized that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly and the teacher resumed her normal activities. This situation illustrates what important aspect of perception?

In the perceptual process, smells are classified as a sensory receptor.

What is trade dress? Give an example.

The Japanese are tuned to using sensory mechanisms and stimulations in the construction of their cars. The Japanese usage of what they call Kansei engineering is associated with which of the following sensory elements?

The absolute threshold refers to the minimum amount of stimulation that can be detected on a sensory channel, e.g., the auditory sensory channel.