Exam 2: Perception

________ occurs when a stimulus is below the level of an individual's awareness.

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

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 ________.

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

An individual may not process stimuli that are in some way threatening, or may distort the meaning of a stimulus to make it less threatening. This type of perceptual filter is called ________.

Which of the following is most relevant to a company that wants to position a new brand on price leadership?

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

What does the word gestalt mean, and how does the term describe an important principle of the perceptual process?

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

Perception refers to the immediate response of our sensory receptors to such basic stimuli as light, color, and sound.