Exam 3: Perception

As a personal selection factor, adaptation is seen as the degree to which consumers continue to notice a stimulus over time. Five factors can lead to adaptation. List and briefly describe the connection with adaptation.

A Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were not unified under a common design banner.

Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?

A sign on a drawer in the kitchen of a fraternity said "Plastic Silver." The drawer contained plastic spoons, forks, and knives for casual dinners. Use the principle of hyperreality to explain why users of the kitchen would know what was in the drawer without looking.

A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli.

The minimum difference that can be detected between two stimuli is known as the ________.

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.

What does the study of semiotics attempt to do?

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.

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.

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?

Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from ________, a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.

A stage in the perception process is ________.

________ refers to the extent to which processing activity is devoted to a particular stimulus.

The ________ sense appears to moderate the relationship between product experience and judgment confidence.

According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.

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 no 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?

Which term refers to perception that is below the level of the consumer's awareness?

Sensory marketing has proven to be largely effective as a marketing approach.

Individuals have different absolute thresholds for visual and aural stimuli. This fact supports the statement that subliminal advertising would need to be tailored to the individual in order to be effective.