Exam 3: Perception

Novelty in the form of interruption intensifies our experiences, increases our enjoyment of pleasant stimuli and amplifies our dislike of unpleasant stimuli.

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

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

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

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.

In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce the oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace.

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

Sensory marketing has proven to be largely ineffective as a marketing approach.

The first step in the perception process is called attention.

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.

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

As people age, their sensory detection abilities decline. The Baby Boomers are fast reaching retirement age. How will advertisements in the future likely change sensory stimuli to accommodate this changing demographic?

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

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

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

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

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?

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

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