Question 1

________ refers to consumers' heightened awareness of stimuli that meet their needs or interests,and minimal awareness of stimuli irrelevant to their needs.

Accepted Answer

A)  Selective attention 
B)  Selective exposure 
C)  Perceptual defense 
D)  Perceptual blocking 
E)  Perceptual organization 
A)  Selective attention 
B)  Selective exposure 
C)  Perceptual defense 
D)  Perceptual blocking 
E)  Perceptual organization A

Question 2

________ provides value by recognizing and reducing customers' perceptions of uncertainty and is particularly valuable in service settings due to the intangible nature of the product.

Accepted Answer

A)  Satisfaction-based pricing 
B)  Reference pricing 
C)  Relationship pricing 
D)  Perceived pricing 
E)  Efficiency pricing 
A)  Satisfaction-based pricing 
B)  Reference pricing 
C)  Relationship pricing 
D)  Perceived pricing 
E)  Efficiency pricing A

Question 3

The essence of successful marketing is the image that a product has in the mind of the consumer,that is,its ________.

Accepted Answer

A)  quality 
B)  value 
C)  positioning 
D)  features 
E)  attributes 
A)  quality 
B)  value 
C)  positioning 
D)  features 
E)  attributes C

Question 4

Consumers tend to use price as a surrogate indicator of quality if ________.

Accepted Answer

A)  they have little information with which to make their purchase decision 
B)  they have confidence in their ability to make an educated product or service choice 
C)  they are familiar with the brand name 
D)  they have experience with the store in which the product was purchased 
E)  they have experience with the product or service 
A)  they have little information with which to make their purchase decision 
B)  they have confidence in their ability to make an educated product or service choice 
C)  they are familiar with the brand name 
D)  they have experience with the store in which the product was purchased 
E)  they have experience with the product or service

Question 5

SAUCE MINI CASE: In 2008, Ragu launched an assortment of its commercially successful sauces in microwavable pouches and promoted them as a way for busy moms to serve a healthful, fast, home-cooked meal to their children while minimizing the mess of cooking by eliminating the need for a second pot to heat the pasta sauce. The pouches held fewer servings of sauce and were slightly more expensive per ounce than the traditional jars that made up their sauce line.
-In the SAUCE MINI CASE,by packaging its most popular sauce flavors in the pouch format,instead of new flavors,Ragu is seeking to minimize consumers' perception of ________.

Accepted Answer

A)  physical risk 
B)  functional risk 
C)  psychological risk 
D)  financial risk 
E)  time risk 
A)  physical risk 
B)  functional risk 
C)  psychological risk 
D)  financial risk 
E)  time risk

Question 6

Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness.This is known as ________.

Accepted Answer

A)  selective attention 
B)  selective exposure 
C)  perceptual defense 
D)  perceptual blocking 
E)  perceptual differentiation 
A)  selective attention 
B)  selective exposure 
C)  perceptual defense 
D)  perceptual blocking 
E)  perceptual differentiation

Question 7

________ creates an overall image of the company around which multiple products can be featured individually.

Accepted Answer

A)  Positioning against the competition 
B)  Positioning based on a specific benefit 
C)  Finding an "unowned" position 
D)  Umbrella positioning 
E)  Filling several positions 
A)  Positioning against the competition 
B)  Positioning based on a specific benefit 
C)  Finding an "unowned" position 
D)  Umbrella positioning 
E)  Filling several positions

Question 8

SAUCE MINI CASE: In 2008, Ragu launched an assortment of its commercially successful sauces in microwavable pouches and promoted them as a way for busy moms to serve a healthful, fast, home-cooked meal to their children while minimizing the mess of cooking by eliminating the need for a second pot to heat the pasta sauce. The pouches held fewer servings of sauce and were slightly more expensive per ounce than the traditional jars that made up their sauce line.
-In the SAUCE MINI CASE,Ragu chose to launch some of its most successful flavors in the new pouch packaging format in order to take advantage of ________ to gain quick customer acceptance of the new format.

Accepted Answer

A)  perceptual mapping 
B)  Gestalt psychology 
C)  the halo effect 
D)  selective exposure 
E)  consumers' need for closure 
A)  perceptual mapping 
B)  Gestalt psychology 
C)  the halo effect 
D)  selective exposure 
E)  consumers' need for closure

Question 9

After buying a Mini Cooper,Kate began paying more attention to advertisements for Mini and spent more time on websites reading about how much Mini drivers love their cars.This is an example of ________.

Accepted Answer

A)  selective attention 
B)  selective exposure 
C)  perceptual defense 
D)  perceptual blocking 
E)  perceptual organization 
A)  selective attention 
B)  selective exposure 
C)  perceptual defense 
D)  perceptual blocking 
E)  perceptual organization

Question 10

SERVQUAL is a scale that is designed to measure the gap between customer expectations or services and their perception of the service actually delivered.Describe the dimensions on which this scale is based.

Accepted Answer

The SERVQUAL scale measures the gap betw

Question 11

Alice needs a new cell phone,but is anxious about which phone she should buy.Many of her friends own popular phone models but complain about lost calls,short battery life,and poor predictive text functionality.While she has identified several attractive phone models,she doesn't feel like she can really try the phones out in such an artificial setting and is nervous that she might pick a phone that doesn't work as well as she had hoped.Alice perceives ________ associated with the purchase of a new phone.

Accepted Answer

A)  financial risk 
B)  social risk 
C)  psychological risk 
D)  functional risk 
E)  time risk 
A)  financial risk 
B)  social risk 
C)  psychological risk 
D)  functional risk 
E)  time risk

Question 12

John drives by the same billboard every day on his way to work.He has seen the billboard so many times,that he no longer notices it.This is an example of ________.

Accepted Answer

A)  sensory adaptation 
B)  just noticeable difference 
C)  differential threshold 
D)  perceptual blocking 
E)  absolute threshold 
A)  sensory adaptation 
B)  just noticeable difference 
C)  differential threshold 
D)  perceptual blocking 
E)  absolute threshold

Question 13

Joe passes many billboards on his way to work,but rarely even recognizes that they are there because he is paying attention to the road.By blocking the stimuli of the billboards from his conscious awareness,Joe is engaging in ________.

Accepted Answer

A)  defensive stimulation 
B)  selective exposure 
C)  perceptual defense 
D)  perceptual blocking 
E)  perceptual organization 
A)  defensive stimulation 
B)  selective exposure 
C)  perceptual defense 
D)  perceptual blocking 
E)  perceptual organization

Question 14

When forming first impressions,the perceiver typically knows which stimuli are relevant,important,or predictive of later behavior.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following is true of the relationship between consumers' perceptions and their expectations?

Accepted Answer

A)  Stimuli that align closely with expectations tend to receive more attention than those that conflict sharply with expectations. 
B)  Ads with irrelevant sexuality generally lead to better recall of the product advertised due to the attention-getting nature of the sexual content. 
C)  People tend to make observations and arrive at conclusions completely independent of their expectations. 
D)  Consumers tend to perceive products and product attributes according to their own expectations. 
E)  What consumers expect to see is completely dependent on their previous first-hand experience with the particular product or advertising medium. 
A)  Stimuli that align closely with expectations tend to receive more attention than those that conflict sharply with expectations. 
B)  Ads with irrelevant sexuality generally lead to better recall of the product advertised due to the attention-getting nature of the sexual content. 
C)  People tend to make observations and arrive at conclusions completely independent of their expectations. 
D)  Consumers tend to perceive products and product attributes according to their own expectations. 
E)  What consumers expect to see is completely dependent on their previous first-hand experience with the particular product or advertising medium.

Question 16

________ is the risk that the time and effort spent in product search may be wasted if the product does not perform as expected.

Accepted Answer

A)  Financial risk 
B)  Social risk 
C)  Psychological risk 
D)  Functional risk 
E)  Time risk 
A)  Financial risk 
B)  Social risk 
C)  Psychological risk 
D)  Functional risk 
E)  Time risk

Question 17

The process by which an individual selects,organizes,and interprets stimuli into a meaningful and coherent picture of the world is known as ________.

Accepted Answer

A)  observation 
B)  perception 
C)  realization 
D)  rationalization 
E)  understanding 
A)  observation 
B)  perception 
C)  realization 
D)  rationalization 
E)  understanding

Question 18

Individuals act and react on the basis of ________,not on the basis of ________.

Accepted Answer

A)  objective reality; their previous experiences 
B)  their previous experiences; their perceptions 
C)  their perceptions; objective reality 
D)  their perceptions; their previous experiences 
E)  their previous experiences; peer pressure 
A)  objective reality; their previous experiences 
B)  their previous experiences; their perceptions 
C)  their perceptions; objective reality 
D)  their perceptions; their previous experiences 
E)  their previous experiences; peer pressure

Question 19

As an input for individual perceptions,physical stimuli are provided by individuals themselves in the form of certain predispositions.

Accepted Answer

A) True 
 B)False

Question 20

Weber's law states that ________.

Accepted Answer

A)  the stronger the initial stimulus, the weaker the second stimulus must be to exceed the j.n.d. 
B)  the j.n.d. of a second stimulus is inversely related to the strength of the original stimulus 
C)  the stronger the initial stimulus, the greater the second stimulus must be to exceed the j.n.d. 
D)  consumers who buy the same products regularly are more likely than those who buy less frequently to notice changes in price, packaging, or product attributes 
E)  the more information consumers are given about a particular product, the more likely they are to purchase that product 
A)  the stronger the initial stimulus, the weaker the second stimulus must be to exceed the j.n.d. 
B)  the j.n.d. of a second stimulus is inversely related to the strength of the original stimulus 
C)  the stronger the initial stimulus, the greater the second stimulus must be to exceed the j.n.d. 
D)  consumers who buy the same products regularly are more likely than those who buy less frequently to notice changes in price, packaging, or product attributes 
E)  the more information consumers are given about a particular product, the more likely they are to purchase that product

________ refers to consumers' heightened awareness of stimuli that meet their needs or interests,and minimal awareness of stimuli irrelevant to their needs.

________ provides value by recognizing and reducing customers' perceptions of uncertainty and is particularly valuable in service settings due to the intangible nature of the product.

The essence of successful marketing is the image that a product has in the mind of the consumer,that is,its ________.

Consumers tend to use price as a surrogate indicator of quality if ________.

Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness.This is known as ________.

________ creates an overall image of the company around which multiple products can be featured individually.

After buying a Mini Cooper,Kate began paying more attention to advertisements for Mini and spent more time on websites reading about how much Mini drivers love their cars.This is an example of ________.

SERVQUAL is a scale that is designed to measure the gap between customer expectations or services and their perception of the service actually delivered.Describe the dimensions on which this scale is based.

John drives by the same billboard every day on his way to work.He has seen the billboard so many times,that he no longer notices it.This is an example of ________.

Joe passes many billboards on his way to work,but rarely even recognizes that they are there because he is paying attention to the road.By blocking the stimuli of the billboards from his conscious awareness,Joe is engaging in ________.

When forming first impressions,the perceiver typically knows which stimuli are relevant,important,or predictive of later behavior.

Which of the following is true of the relationship between consumers' perceptions and their expectations?

________ is the risk that the time and effort spent in product search may be wasted if the product does not perform as expected.

The process by which an individual selects,organizes,and interprets stimuli into a meaningful and coherent picture of the world is known as ________.

Individuals act and react on the basis of ,not on the basis of .

As an input for individual perceptions,physical stimuli are provided by individuals themselves in the form of certain predispositions.

Weber's law states that ________.

Consumer Behavior: Meeting Changes and Challenges

Introduction to the Consumer Research Process

Market Segmentation and Strategic Targeting

Consumer Motivation

Personality and Consumer Behavior

Consumer Learning

Consumer Attitude Formation and Change

Communication and Consumer Behavior

The Family and Its Social Class Standing

The Influence of Culture on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumers and the Diffusion of Innovations

Consumer Decision Making and Beyond

Marketing Ethics and Social Responsibility

Filters

Exam 6: Consumer Perception

________ refers to consumers' heightened awareness of stimuli that meet their needs or interests,and minimal awareness of stimuli irrelevant to their needs.

________ provides value by recognizing and reducing customers' perceptions of uncertainty and is particularly valuable in service settings due to the intangible nature of the product.

The essence of successful marketing is the image that a product has in the mind of the consumer,that is,its ________.

Consumers tend to use price as a surrogate indicator of quality if ________.

Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness.This is known as ________.

________ creates an overall image of the company around which multiple products can be featured individually.

After buying a Mini Cooper,Kate began paying more attention to advertisements for Mini and spent more time on websites reading about how much Mini drivers love their cars.This is an example of ________.

SERVQUAL is a scale that is designed to measure the gap between customer expectations or services and their perception of the service actually delivered.Describe the dimensions on which this scale is based.

John drives by the same billboard every day on his way to work.He has seen the billboard so many times,that he no longer notices it.This is an example of ________.

Joe passes many billboards on his way to work,but rarely even recognizes that they are there because he is paying attention to the road.By blocking the stimuli of the billboards from his conscious awareness,Joe is engaging in ________.

When forming first impressions,the perceiver typically knows which stimuli are relevant,important,or predictive of later behavior.

Which of the following is true of the relationship between consumers' perceptions and their expectations?

________ is the risk that the time and effort spent in product search may be wasted if the product does not perform as expected.

The process by which an individual selects,organizes,and interprets stimuli into a meaningful and coherent picture of the world is known as ________.

Individuals act and react on the basis of ________,not on the basis of ________.

As an input for individual perceptions,physical stimuli are provided by individuals themselves in the form of certain predispositions.

Weber's law states that ________.

Consumer Behavior: Meeting Changes and Challenges

Introduction to the Consumer Research Process

Market Segmentation and Strategic Targeting

Consumer Motivation

Personality and Consumer Behavior

Consumer Learning

Consumer Attitude Formation and Change

Communication and Consumer Behavior

The Family and Its Social Class Standing

The Influence of Culture on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumers and the Diffusion of Innovations

Consumer Decision Making and Beyond

Marketing Ethics and Social Responsibility

Filters

Individuals act and react on the basis of ,not on the basis of .