Question 1

The process that marketers follow to develop distinctive images or clearly defined "brand personalities" to distinguish them from competitors is known as:

Accepted Answer

A)  segmentation. 
B)  marketing mix. 
C)  product icons. 
D)  positioning. 
A)  segmentation. 
B)  marketing mix. 
C)  product icons. 
D)  positioning.

Question 2

Marketers rely heavily on visual elements in:

Accepted Answer

A)  branding, packaging, and advertising. 
B)  colour, shape, and size. 
C)  advertising, store design, and packaging. 
D)  features, packaging, and branding. 
A)  branding, packaging, and advertising. 
B)  colour, shape, and size. 
C)  advertising, store design, and packaging. 
D)  features, packaging, and branding.

Question 3

Enrique has just purchased a new 4K TV, the best and latest technology available for viewing. A few days later he reads a report saying that a better technology for television is due on the market in six months at half the price. He thinks this is hogwash, and stops reading the report halfway through. This is an example of:

Accepted Answer

A)  perceptual defence. 
B)  postpurchase dissatisfaction. 
C)  customer sensitivity. 
D)  consumer advocacy. 
A)  perceptual defence. 
B)  postpurchase dissatisfaction. 
C)  customer sensitivity. 
D)  consumer advocacy.

Question 4

One effect of the sense of smell is that:

Accepted Answer

A)  pleasant scents lead consumers to be more forgetful. 
B)  women evaluate men who are wearing scented deodorant more negatively. 
C)  the scent of honey increased sales in a men's clothing store. 
D)  there are no cross-cultural differences in consumer reactions to scents. 
A)  pleasant scents lead consumers to be more forgetful. 
B)  women evaluate men who are wearing scented deodorant more negatively. 
C)  the scent of honey increased sales in a men's clothing store. 
D)  there are no cross-cultural differences in consumer reactions to scents.

Question 5

________ occurs when consumers ascribe more value to something simple because they own it.

Accepted Answer

A)  Sensory marketing 
B)  Neuromarketing 
C)  Psychophysics 
D)  The endowment effect 
A)  Sensory marketing 
B)  Neuromarketing 
C)  Psychophysics 
D)  The endowment effect

Question 6

Today we consume three times as much information each day as people did in 1960.

Accepted Answer

A) True 
 B)False

Question 7

The name Pepsi-Cola can communicate expectations about product attributes by activating a schema.

Accepted Answer

A) True 
 B)False

Question 8

What is subliminal perception? Give a famous example of when this was supposedly demonstrated.

Accepted Answer

Subliminal perception is the perception

Question 9

The Bank of Montreal's specific wavelength of blue is so well recognized that consumers can recognize the brand just by the colour alone. When a colour combination becomes this strongly associated with the brand, this is called:

Accepted Answer

A)  patent. 
B)  copyright. 
C)  colour code. 
D)  trade dress. 
A)  patent. 
B)  copyright. 
C)  colour code. 
D)  trade dress.

Question 10

Compare and contrast sensation and perception.

Accepted Answer

Sensation is the immediate response of o

Question 11

Mary does not like to buy things online. Which of the following is a good explanation for this?

Accepted Answer

A)  Mary has a poor differential threshold. 
B)  Mary has a weak absolute threshold. 
C)  Mary has a high need for touch. 
D)  Mary has a utilitarian view of the world. 
A)  Mary has a poor differential threshold. 
B)  Mary has a weak absolute threshold. 
C)  Mary has a high need for touch. 
D)  Mary has a utilitarian view of the world.

Question 12

It has been suggested that ________ can influence moods and consumer cognitions.

Accepted Answer

A)  mood lighting 
B)  ambient scent 
C)  subliminal advertising 
D)  package size 
A)  mood lighting 
B)  ambient scent 
C)  subliminal advertising 
D)  package size

Question 13

Attention is the degree to which consumers focus on the stimuli that are within the range of their exposure.

Accepted Answer

A) True 
 B)False

Question 14

Perception of a brand comprise both its functional attributes and its ________ attributes.

Accepted Answer

A)  sensory 
B)  symbolic 
C)  marketing 
D)  dominant 
A)  sensory 
B)  symbolic 
C)  marketing 
D)  dominant

Question 15

Give an example of how sense of sound can impact our behaviours.

Accepted Answer

Different examples can be taken from the

Question 16

Your company has been running the same magazine advertisement in Vogue for three months, and there is evidence that the advertisement is losing its effectiveness. Your boss, Jerry, comes to you asking you for advice on what the possible problem is and why it may have happened in such a short time. What do you tell him?

Accepted Answer

A good answer will discuss the notion of

Question 17

When Jane, a typical shopper, looks at a search page, her eye travels across the top of the search result, returns to the left of the screen, and they travels down to the last item shown without scrolling. Marketers refer to this as the:

Accepted Answer

A)  golden triangle. 
B)  sweet spot. 
C)  attention zone. 
D)  sales position. 
A)  golden triangle. 
B)  sweet spot. 
C)  attention zone. 
D)  sales position.

The process that marketers follow to develop distinctive images or clearly defined "brand personalities" to distinguish them from competitors is known as:

Marketers rely heavily on visual elements in:

One effect of the sense of smell is that:

________ occurs when consumers ascribe more value to something simple because they own it.

Today we consume three times as much information each day as people did in 1960.

The name Pepsi-Cola can communicate expectations about product attributes by activating a schema.

What is subliminal perception? Give a famous example of when this was supposedly demonstrated.

The Bank of Montreal's specific wavelength of blue is so well recognized that consumers can recognize the brand just by the colour alone. When a colour combination becomes this strongly associated with the brand, this is called:

Compare and contrast sensation and perception.

Mary does not like to buy things online. Which of the following is a good explanation for this?

It has been suggested that ________ can influence moods and consumer cognitions.

Attention is the degree to which consumers focus on the stimuli that are within the range of their exposure.

Perception of a brand comprise both its functional attributes and its ________ attributes.

Give an example of how sense of sound can impact our behaviours.

When Jane, a typical shopper, looks at a search page, her eye travels across the top of the search result, returns to the left of the screen, and they travels down to the last item shown without scrolling. Marketers refer to this as the:

An Introduction to Consumer Behaviour

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters

Exam 2: Perception

The process that marketers follow to develop distinctive images or clearly defined "brand personalities" to distinguish them from competitors is known as:

Marketers rely heavily on visual elements in:

One effect of the sense of smell is that:

________ occurs when consumers ascribe more value to something simple because they own it.

Today we consume three times as much information each day as people did in 1960.

The name Pepsi-Cola can communicate expectations about product attributes by activating a schema.

What is subliminal perception? Give a famous example of when this was supposedly demonstrated.

The Bank of Montreal's specific wavelength of blue is so well recognized that consumers can recognize the brand just by the colour alone. When a colour combination becomes this strongly associated with the brand, this is called:

Compare and contrast sensation and perception.

Mary does not like to buy things online. Which of the following is a good explanation for this?

It has been suggested that ________ can influence moods and consumer cognitions.

Attention is the degree to which consumers focus on the stimuli that are within the range of their exposure.

Perception of a brand comprise both its functional attributes and its ________ attributes.

Give an example of how sense of sound can impact our behaviours.

When Jane, a typical shopper, looks at a search page, her eye travels across the top of the search result, returns to the left of the screen, and they travels down to the last item shown without scrolling. Marketers refer to this as the:

An Introduction to Consumer Behaviour

Learning and Memory

Motivation and Affect

The Self

Personality, Lifestyles, and Values

Attitudes

Attitude Change and Interactive Communications

Individual Decision Making

Buying and Disposing

Group Influence and Social Media

Income, Social Class, and Family Structure

Subcultures

Cultural Influences on Consumer Behaviour

The Creation and Diffusion of Culture

Filters