Exam 5: Perception

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

Define the concepts of hedonic consumption and sensory marketing, and then explain how they are related.

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

From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning?

Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.

Sarah Palmer realizes she just made a mistake. In her hurried shopping trip, she picked up the yellow plastic squeeze bottle from the grocery store shelf, assuming that it was French's mustard. To her dismay, it was the store brand. Her confusion is an illustration of the importance of package schematics.

Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________.

The first step in the perception process is exposure to a stimulus. Without exposure, there would be no perception.

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

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.

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

All consumers carry schemata in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that ________.

Which of the following is NOT one of the three stages of the process of perception?

Some color combinations come to be so strongly associated with a corporation that they become known as the company's ________.

Define perceptual selection and describe the types of filters that prevent clear perception and reception of marketing stimuli.

As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value.

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.

The process by which people select, organize, and interpret sensory information is called ________.

A behavioral researcher studying how consumers use multi-sensory, fantasy, and emotional factors in selecting products is studying hedonic consumption.