Exam 3: Perception

Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from ________, a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.

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 ________.

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.

A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?

When Coke weaves a sound into a piece of music, the advertisement is using ________.

Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?

Blind taste tests in the 1980s showed that most Coke drinkers preferred a cola that was sweeter than the current product. When Coca-Cola attempted to make its product sweeter, brand loyal customers revolted and demanded the old product be returned. Explain how Coca-Cola marketers could have used the principles of psychophysics to introduce the new Coke without creating these problems.

What does the study of semiotics attempt to do?

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

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

Processing information from more than one medium at a time is known as ________.

Which term refers to perception that is below the level of the consumer's awareness?

Which of the following best characterizes hedonic consumption?

Outline and explain the parts of the perceptual process that would allow a shopper to recognize a ketchup bottle in a supermarket.