Exam 5: Perception

A philosophy that translates customers' feelings into design elements is called ________ engineering.

Which of the following refers to the meanings we assign to sensory stimuli?

Research has shown Kinsei engineering can be an effective way to design products. Explain how Kinsei engineering works and give an illustration that demonstrates your understanding.

A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations.

The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________.

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

Interpretation is the last stage of the perceptual process.

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

Which of the following comes closest in characterizing the concept of hedonic consumption?

When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers.

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.

The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.

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

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

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?

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?

On Lost, the popular television drama with mysterious and supernatural plotlines, the fictional Hanso foundation sponsors questionable research projects. Many Lost Web sites now sell items bearing the Hanso name and logo. This is an example of hyperreality.

The ________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.

Colors look duller to older people, which is why they prefer white and other bright tones.

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.