Exam 6: Consumer Perception

How important is it for marketers to make a good first impression?

Sensory adaptation is of concern to national advertisers,who try to continuously change their advertising campaigns.They are concerned that consumers will ________.

Positioning is more important to the ultimate success of a product than are its actual characteristics.

Listening to the radio on the way home from work,Paul is particularly aware of an ad for McDonalds because he is getting hungry.This is an example of ________.

People usually see what they expect to see,and what they expect to see is usually based on familiarity,previous experience,or expectations.

CELL PHONE MINI CASE: Hype Mobile is a Korean cellular phone manufacturer that has significant market share in the United States and was the first to introduce camera phones to the US market.Its most recent advertising campaign showed three of its phone models and three people in different clothing fashions and asked readers to match the phone with the caller. In order to reach its hip, young, always-on-the-go target market, Hype placed these ads in bathroom stalls in trendy metropolitan night clubs. Mobile Power, Hype's leading competitor, tried to downplay Hype's trendy reputation by offering consumers a 7-day money-back customer satisfaction guarantee and a 2-year warrantee on its phones, advertising its products as "mobile tools that are more than just hype." -In the CELL PHONE MINI CASE,Hype's advertisements engage the attention of audiences by playing on their need for ________.

The point at which a person can detect a difference between "something" and "nothing" is that person's ________ for that stimulus.

In product placement scenarios,marketers place an advertised product into a TV show or film by having it used by the cast,integrated into the plot,or associated with a character.In product placements,the product is considered the ________ and the show is the ________.

A stimulus may be too faint or brief to be consciously seen or heard,such as a deeply embedded or a very briefly flashed image,but may still be perceived by one or more sensory receptor cell.This is called ________.

CELL PHONE MINI CASE: Hype Mobile is a Korean cellular phone manufacturer that has significant market share in the United States and was the first to introduce camera phones to the US market.Its most recent advertising campaign showed three of its phone models and three people in different clothing fashions and asked readers to match the phone with the caller. In order to reach its hip, young, always-on-the-go target market, Hype placed these ads in bathroom stalls in trendy metropolitan night clubs. Mobile Power, Hype's leading competitor, tried to downplay Hype's trendy reputation by offering consumers a 7-day money-back customer satisfaction guarantee and a 2-year warrantee on its phones, advertising its products as "mobile tools that are more than just hype." -In the CELL PHONE MINI CASE,Hype's placement of advertisements in bathroom stalls is an attempt to overcome consumers' ________ by placing ads in unexpected and nontraditional places,where consumers are not preconditioned to tune out advertising stimuli

________ are the two kinds of inputs that interact to form individual perceptions.

The minimal difference that can be detected between two similar stimuli is called the ________.

When stimuli are highly ambiguous,an individual will usually ________.

To simplify life,people have a natural tendency to select stimuli from the environment and organize them into groups and perceive them as a unified whole.In a perception context,this is known as ________.

The minimal difference that can be detected between two similar stimuli is called the absolute threshold.

Wal-Mart is a cost-leader in terms of its highly efficient supply chain and its ability to negotiate steep volume discounts from manufacturers.The retailer executes ________ by passing those savings on to consumers in the form of lower prices.

What are the types of perceived risk consumers have to deal with?

The Enthusiast magazine offers a discount over newsstand prices for readers who subscribe for 1 year,and even greater discounts for readers who pay for a 2-year subscription.This is an example of ________.

Unlike tangible products,most services are produced,and then sold and consumed simultaneously.

When consumers evaluate concrete attributes of a product,such as performance and durability,they rely less on price and brand name as indicators of quality than when they evaluate the product's prestige and symbolic value.