Exam 3: Perception

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

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice?

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

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

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

When Ford says that "Quality is Job #1" they are practicing a positioning strategy. Explain positioning.

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.

A stage in the perception process is ________.

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

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?

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.

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

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

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

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.

Companies that think carefully about the impact of sensations on product experiences are practicing ________.

Define the term "hedonic consumption."

A process by which the way a word sounds influences our assumptions about a product's attributes is called sound symbolism.

The absolute threshold is dependent upon how strong a marketer makes a stimulus.

If a consumer chooses not to perceive they are reaching ________.