Exam 5: Perception

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

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

The immediate response by our eyes, nose, mouth, or fingers to such basic stimuli as light, color, sound, odor, and texture is called ________.

Consumers are more likely to be aware of stimuli that relate to their current needs. This is an example of perceptual vigilance.

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.

What is the difference between sensation and perception?

You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. Percption is imptant in undrstdng consmr bhavr.

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

Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception.

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.