Question 1

Advertorials and infomercials are attempts from marketers to:

Accepted Answer

A)  make the reader/viewer think it is part of the editorial/programming. 
B)  deceive consumers by offering products of low-quality nature. 
C)  appeal to the lower class. 
D)  all of the above. 
A)  make the reader/viewer think it is part of the editorial/programming. 
B)  deceive consumers by offering products of low-quality nature. 
C)  appeal to the lower class. 
D)  all of the above.

Question 2

Research findings indicate that sexually oriented embeds in advertising do not influence consumer preferences.

Accepted Answer

A) True 
 B)False

Question 3

Some factors distort our perceptions. One such factor, _______, creates an expectation of what specific situations, people or events will be like.

Accepted Answer

A)  stereotyping 
B)  jumping to conclusions 
C)  the halo effect 
D)  first impressions 
A)  stereotyping 
B)  jumping to conclusions 
C)  the halo effect 
D)  first impressions

Question 4

A surrogate cue might also be termed a(n):

Accepted Answer

A)  extrinsic cue. 
B)  designed cue. 
C)  controllable cue. 
D)  intrinsic cue. 
A)  extrinsic cue. 
B)  designed cue. 
C)  controllable cue. 
D)  intrinsic cue.

Question 5

According to Weber's law, the stronger the initial stimulus, the less additional intensity is needed for the second stimulus to be perceived as different.

Accepted Answer

A) True 
 B)False

Question 6

What is subliminal perception, and is it effective?

Accepted Answer

Subliminal perception is the process by

Question 7

A chilled beverage producer brings out a new bottled iced coffee beverage. Consumers trying the first version said that the drink was 'too sweet'. If producers of the iced coffee reduced sweetener to improve the taste, they would have to make sure they correctly identified the consumers':

Accepted Answer

A)  differential threshold. 
B)  elasticity of demand. 
C)  adaptation level. 
D)  absolute threshold. 
A)  differential threshold. 
B)  elasticity of demand. 
C)  adaptation level. 
D)  absolute threshold.

Question 8

The marketing application of the differential threshold is limited to pricing.

Accepted Answer

A) True 
 B)False

Question 9

High-risk perceivers are often described as broad categorisers because they tend to make their choices from a much wider range of alternatives.

Accepted Answer

A) True 
 B)False

Question 10

Potential gaps in the positioning of all brands in a product or service class can be visually identified through the use of a(n):

Accepted Answer

A)  image identification grid. 
B)  perceptual map. 
C)  product grid. 
D)  market grid. 
A)  image identification grid. 
B)  perceptual map. 
C)  product grid. 
D)  market grid.

Question 11

Human beings do not experience the numerous stimuli they select from the environment as separate and discrete sensations; rather, they tend to organise them into groups and perceive them as unified wholes. In a perception context, this is known as:

Accepted Answer

A)  perceptual defence. 
B)  perceptual blocking. 
C)  perceptual mapping. 
D)  perceptual organisation. 
A)  perceptual defence. 
B)  perceptual blocking. 
C)  perceptual mapping. 
D)  perceptual organisation.

Question 12

Which of the following are reasons why it is imperative that marketers determine the just noticeable difference?

Accepted Answer

A)  So that negative changes are not readily discernible to the public and so product improvements are very apparent to consumers without being wastefully extravagant. 
B)  Product improvements, or negative changes, are not very apparent to customers - just below the j.n.d. 
C)  Price increases are very apparent to customers - just above the differential 	threshold. 
D)  Both (a) and (c). 
A)  So that negative changes are not readily discernible to the public and so product improvements are very apparent to consumers without being wastefully extravagant. 
B)  Product improvements, or negative changes, are not very apparent to customers - just below the j.n.d. 
C)  Price increases are very apparent to customers - just above the differential 	threshold. 
D)  Both (a) and (c).

Question 13

Some consumers will always buy the most expensive model of a new product. This is because:

Accepted Answer

A)  they are concerned with image. 
B)  they have little information and this would reduce the risk. 
C)  most consumers have lots of money. 
D)  the lower priced models are always sold out. 
A)  they are concerned with image. 
B)  they have little information and this would reduce the risk. 
C)  most consumers have lots of money. 
D)  the lower priced models are always sold out.

Question 14

Tim decides to purchase a new car and now sees advertisements for automobiles everywhere. This is an example of selective perception driven by motives.

Accepted Answer

A) True 
 B)False

Question 15

When stimuli are highly ambiguous, an individual will usually:

Accepted Answer

A)  ignore them. 
B)  block them out. 
C)  interpret them according to one's own needs, wishes and interests. 
D)  interpret them according to what is socially acceptable. 
A)  ignore them. 
B)  block them out. 
C)  interpret them according to one's own needs, wishes and interests. 
D)  interpret them according to what is socially acceptable.

Question 16

Stimuli that conflict sharply with expectations often receive more attention than those that conform to expectations.

Accepted Answer

A) True 
 B)False

Question 17

_____ is when consumers have a 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 defence 
D)  Perceptual blocking 
A)  Selective attention 
B)  Selective exposure 
C)  Perceptual defence 
D)  Perceptual blocking

Question 18

A 25-cent increase in fuel prices would be much noticed, but a 25-cent increase in the price of a DVD would not. This is in accordance with:

Accepted Answer

A)  Horney's CAD theory. 
B)  Weber's law. 
C)  Maslow's Hierarchy of Needs. 
D)  perceptual selection. 
A)  Horney's CAD theory. 
B)  Weber's law. 
C)  Maslow's Hierarchy of Needs. 
D)  perceptual selection.

Question 19

______ is/are the immediate and direct response of the sensory organs to stimuli.

Accepted Answer

A)  Sensory receptors 
B)  Sensation 
C)  Sensory input 
D)  Sensory adaptation 
A)  Sensory receptors 
B)  Sensation 
C)  Sensory input 
D)  Sensory adaptation

Question 20

Most people are relatively unselective as to the stimuli they recognise. It isn't until they interpret and organise it in their mind that they eliminate excess stimulation.

Accepted Answer

A) True 
 B)False

Advertorials and infomercials are attempts from marketers to:

Research findings indicate that sexually oriented embeds in advertising do not influence consumer preferences.

Some factors distort our perceptions. One such factor, _______, creates an expectation of what specific situations, people or events will be like.

A surrogate cue might also be termed a(n):

According to Weber's law, the stronger the initial stimulus, the less additional intensity is needed for the second stimulus to be perceived as different.

What is subliminal perception, and is it effective?

A chilled beverage producer brings out a new bottled iced coffee beverage. Consumers trying the first version said that the drink was 'too sweet'. If producers of the iced coffee reduced sweetener to improve the taste, they would have to make sure they correctly identified the consumers':

The marketing application of the differential threshold is limited to pricing.

High-risk perceivers are often described as broad categorisers because they tend to make their choices from a much wider range of alternatives.

Potential gaps in the positioning of all brands in a product or service class can be visually identified through the use of a(n):

Human beings do not experience the numerous stimuli they select from the environment as separate and discrete sensations; rather, they tend to organise them into groups and perceive them as unified wholes. In a perception context, this is known as:

Which of the following are reasons why it is imperative that marketers determine the just noticeable difference?

Some consumers will always buy the most expensive model of a new product. This is because:

Tim decides to purchase a new car and now sees advertisements for automobiles everywhere. This is an example of selective perception driven by motives.

When stimuli are highly ambiguous, an individual will usually:

Stimuli that conflict sharply with expectations often receive more attention than those that conform to expectations.

_____ is when consumers have a heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs.

A 25-cent increase in fuel prices would be much noticed, but a 25-cent increase in the price of a DVD would not. This is in accordance with:

______ is/are the immediate and direct response of the sensory organs to stimuli.

Most people are relatively unselective as to the stimuli they recognise. It isn't until they interpret and organise it in their mind that they eliminate excess stimulation.

The foundations of consumer behaviour

Market segmentation: segmenting, targeting and positioning for diverse

Consumer needs and motivation

Personality and self-concept

Consumer learning and involvement

Consumer attitudes—attitude development and change

Social influences on consumer behaviour

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters

Exam 5: Consumer perception

Advertorials and infomercials are attempts from marketers to:

Research findings indicate that sexually oriented embeds in advertising do not influence consumer preferences.

Some factors distort our perceptions. One such factor, _______, creates an expectation of what specific situations, people or events will be like.

A surrogate cue might also be termed a(n):

According to Weber's law, the stronger the initial stimulus, the less additional intensity is needed for the second stimulus to be perceived as different.

What is subliminal perception, and is it effective?

A chilled beverage producer brings out a new bottled iced coffee beverage. Consumers trying the first version said that the drink was 'too sweet'. If producers of the iced coffee reduced sweetener to improve the taste, they would have to make sure they correctly identified the consumers':

The marketing application of the differential threshold is limited to pricing.

High-risk perceivers are often described as broad categorisers because they tend to make their choices from a much wider range of alternatives.

Potential gaps in the positioning of all brands in a product or service class can be visually identified through the use of a(n):

Human beings do not experience the numerous stimuli they select from the environment as separate and discrete sensations; rather, they tend to organise them into groups and perceive them as unified wholes. In a perception context, this is known as:

Which of the following are reasons why it is imperative that marketers determine the just noticeable difference?

Some consumers will always buy the most expensive model of a new product. This is because:

Tim decides to purchase a new car and now sees advertisements for automobiles everywhere. This is an example of selective perception driven by motives.

When stimuli are highly ambiguous, an individual will usually:

Stimuli that conflict sharply with expectations often receive more attention than those that conform to expectations.

_____ is when consumers have a heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs.

A 25-cent increase in fuel prices would be much noticed, but a 25-cent increase in the price of a DVD would not. This is in accordance with:

______ is/are the immediate and direct response of the sensory organs to stimuli.

Most people are relatively unselective as to the stimuli they recognise. It isn't until they interpret and organise it in their mind that they eliminate excess stimulation.

The foundations of consumer behaviour

Market segmentation: segmenting, targeting and positioning for diverse

Consumer needs and motivation

Personality and self-concept

Consumer learning and involvement

Consumer attitudes—attitude development and change

Social influences on consumer behaviour

The family

Social class and consumer behaviour

The influence of culture on consumer behaviour

Subcultural aspects of consumer behaviour

Cross-cultural consumer behaviour: An international perspective

Decision making

Consumer influence and diffusion of innovations

Public policy and consumer protection

Filters