Exam 3: Perception

The ________ sense appears to moderate the relationship between product experience and judgment confidence.

According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. How would a marketer use hyperreality to find a new use for baking soda?

Tiny figures that are inserted in magazine advertising are called ________.

When consumers become aware of stimuli that relate to their currents needs, they are practicing perceptual vigilance.

One of the principles of psychophysics is that change in the physical environment is not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her?

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.

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

Size, color, position, and novelty are all strategies for creating which of the following?

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

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.

Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________.

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

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 now 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?

Unlike computers, people do not passively process whatever information happens to be present.

________ refers to the meanings we assign to sensory stimuli.

Individuals have different absolute thresholds for visual and aural stimuli. This fact supports the statement that subliminal advertising would need to be tailored to the individual in order to be effective.

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

The location of a product's image on a package influences the way our brains make sense of it; we perceive objects lower in a frame to be heavier than objects higher in the frame and objects on the right side of a frame heavier than those on the left side of the frame.

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.