Exam 6: Consumer Perception

Consumers subconsciously screen out stimuli that they find psychologically threatening,even though exposure has already taken place.This is consistent with the perception factor of ________.

Psychological risk is the risk that a poor product choice may result in social embarrassment.

When one retailer put a picture of an aloe vera leaf and the wording "aloe vera" on the surface of the mattress,consumers assumed that aloe vera was a component of the mattress cover and the retailer had great difficulty dispelling this misconception.This is an example of ________.

In the figure and ground principle of Gestalt psychology,________.

Products and brands have symbolic value for individuals,who evaluate them on the basis of their consistency with their personal pictures of themselves.

Which of the following is true of services?

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,if Ragu paid to have the mothers in a television sitcom use Ragu pouches while cooking dinner during an episode of a show,this would be an example of ________.

________ enables marketers to determine how their products or services appear to consumers in relation to competitive brands.

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,Mobile Power's warrantee is an attempt to help mitigate consumers' perception of ________.

Individuals express their need for ________ by organizing their perceptions so that they form a complete picture.

Packaging,pricing,and advertising are examples of ________.

________ is a concept related to perception.People actively seek out messages that they find pleasant and actively avoid painful or threatening ones.

Which of the following is true of j.n.d.?

Garden Masters offers a 30-day money-back guarantee to reduce the perceived risk of purchasing a new lawn mower.This is an example of ________.

What is the difference between selective attention and perceptual defense?

In 2009,the Axe brand launched a line of hair care products to complement its existing assortment of body washes and deodorants,hoping to leverage the Axe brand equity to expand into a new category of men's personal care products.This is an example of a manufacturer taking advantage of ________.

When consumers buy the most expensive model to mitigate the risk of purchasing a poorly performing product,they are using ________ to minimize their risk.

________ is(are)the immediate and direct response of the sensory organs to stimuli.

Two people driving together may spot a billboard at different times.This means they have different ________.

________ are those prices currently offered at other retail outlets,whereas ________ are those prices retrieved by the consumer from memory.