Question 1

Perception refers to the immediate response of our sensory receptors to basic stimuli.

Accepted Answer

A) True 
 B)False

Question 2

When consumers are exposed to far too much information they are experiencing sensory overload.

Accepted Answer

A) True 
 B)False

Question 3

The icons on the restroom doors in a bar in Wyoming are a doe and a buck. This is an excellent example of hyperreality.

Accepted Answer

A) True 
 B)False

Question 4

Which term refers to sensations that subtly influence how we think about a product?

Accepted Answer

A)  Perception 
B)  Hedonic consumption 
C)  Context effect 
D)  Respondents 
A)  Perception 
B)  Hedonic consumption 
C)  Context effect 
D)  Respondents

Question 5

Outline and explain the parts of the perceptual process that would allow a shopper to recognize a ketchup bottle in a supermarket.

Accepted Answer

The sensory stimuli is the bottle that i

Question 6

What is a just noticeable difference (j.n.d)?

Accepted Answer

A just noticeable di

Question 7

Haptic senses refers to a consumer's sense of touch.

Accepted Answer

A) True 
 B)False

Question 8

Processing information from more than one medium at a time is known as ________.

Accepted Answer

A)  multitasking 
B)  perceptual hyperactivity 
C)  perceptual chunking 
D)  interactive attention 
A)  multitasking 
B)  perceptual hyperactivity 
C)  perceptual chunking 
D)  interactive attention

Question 9

When we ________ products, we evaluate them using schemas we typically apply to classify people.

Accepted Answer

A)  prime 
B)  filter 
C)  imprint 
D)  anthropomorphize 
A)  prime 
B)  filter 
C)  imprint 
D)  anthropomorphize

Question 10

On Breaking Bad. the popular television drama, the fictional Los Pollos Hermanos is a popular fast-food chain. Many Breaking Bad Web sites now sell items bearing the Los Pollos Hermanos name and logo. This is an example of hyperreality.

Accepted Answer

A) True 
 B)False

Question 11

According to the retailer's rule of thumb based on the closure principle, when a sale catalog is created, the prices (on average) of the products in the catalog should be reduced by about 20 percent.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

Multitasking is when a person processes

Question 13

When Coca-Cola embeds sexual images in their advertising, they are using ________.

Accepted Answer

A)  sensory marketing 
B)  attention marketing 
C)  subliminal perception 
D)  threshold marketing 
A)  sensory marketing 
B)  attention marketing 
C)  subliminal perception 
D)  threshold marketing

Question 14

Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising?

Accepted Answer

A)  Subliminal messages are below the threshold of perception, so they cannot be utilized in marketing. 
B)  Subliminal ads can be effective, but customers do not like them; therefore marketers avoid them. 
C)  There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising. 
D)  It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have specific effects. 
A)  Subliminal messages are below the threshold of perception, so they cannot be utilized in marketing. 
B)  Subliminal ads can be effective, but customers do not like them; therefore marketers avoid them. 
C)  There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising. 
D)  It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have specific effects.

Question 15

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads?

Accepted Answer

A)  perceptual vigilance 
B)  perceptual defense 
C)  contrast 
D)  adaptation 
A)  perceptual vigilance 
B)  perceptual defense 
C)  contrast 
D)  adaptation

Question 16

Weber's Law states that the intensity of the stimulus is greater if its duration is increased.

Accepted Answer

A) True 
 B)False

Question 17

When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs.

Accepted Answer

A)  just noticeable difference 
B)  retention 
C)  subliminal suggestion 
D)  exposure 
A)  just noticeable difference 
B)  retention 
C)  subliminal suggestion 
D)  exposure

Question 18

Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter?

Accepted Answer

Advertising attention can be e

Question 19

Explain the closure principle.

Accepted Answer

The closure principle states that people

Question 20

Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.

Accepted Answer

A) True 
 B)False

Perception refers to the immediate response of our sensory receptors to basic stimuli.

When consumers are exposed to far too much information they are experiencing sensory overload.

The icons on the restroom doors in a bar in Wyoming are a doe and a buck. This is an excellent example of hyperreality.

Which term refers to sensations that subtly influence how we think about a product?

Outline and explain the parts of the perceptual process that would allow a shopper to recognize a ketchup bottle in a supermarket.

What is a just noticeable difference (j.n.d)?

Haptic senses refers to a consumer's sense of touch.

Processing information from more than one medium at a time is known as ________.

When we ________ products, we evaluate them using schemas we typically apply to classify people.

On Breaking Bad. the popular television drama, the fictional Los Pollos Hermanos is a popular fast-food chain. Many Breaking Bad Web sites now sell items bearing the Los Pollos Hermanos name and logo. This is an example of hyperreality.

According to the retailer's rule of thumb based on the closure principle, when a sale catalog is created, the prices (on average) of the products in the catalog should be reduced by about 20 percent.

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

When Coca-Cola embeds sexual images in their advertising, they are using ________.

Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising?

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads?

Weber's Law states that the intensity of the stimulus is greater if its duration is increased.

When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs.

Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter?

Explain the closure principle.

Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Learning Memory

Motivation and Affect

The Self: Mind, Gender, and Body

Personality, Lifestyles, and Values

Attitudes and Persuasive Communication

Decision Making

Buying, Using, and Disposing

Groups and Social Media

Income and Social Class

Subcultures

Culture

Filters

Exam 3: Perception

Perception refers to the immediate response of our sensory receptors to basic stimuli.

When consumers are exposed to far too much information they are experiencing sensory overload.

The icons on the restroom doors in a bar in Wyoming are a doe and a buck. This is an excellent example of hyperreality.

Which term refers to sensations that subtly influence how we think about a product?

Outline and explain the parts of the perceptual process that would allow a shopper to recognize a ketchup bottle in a supermarket.

What is a just noticeable difference (j.n.d)?

Haptic senses refers to a consumer's sense of touch.

Processing information from more than one medium at a time is known as ________.

When we ________ products, we evaluate them using schemas we typically apply to classify people.

On Breaking Bad. the popular television drama, the fictional Los Pollos Hermanos is a popular fast-food chain. Many Breaking Bad Web sites now sell items bearing the Los Pollos Hermanos name and logo. This is an example of hyperreality.

According to the retailer's rule of thumb based on the closure principle, when a sale catalog is created, the prices (on average) of the products in the catalog should be reduced by about 20 percent.

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

When Coca-Cola embeds sexual images in their advertising, they are using ________.

Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising?

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads?

Weber's Law states that the intensity of the stimulus is greater if its duration is increased.

When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs.

Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter?

Explain the closure principle.

Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.

Buying, Having, and Being: an Introduction to Consumer Behavior

Consumer and Social Well-Being

Learning Memory

Motivation and Affect

The Self: Mind, Gender, and Body

Personality, Lifestyles, and Values

Attitudes and Persuasive Communication

Decision Making

Buying, Using, and Disposing

Groups and Social Media

Income and Social Class

Subcultures

Culture

Filters