Exam 5: Consumer perception

Marketers successfully use soundtracks of a frequently viewed TV commercial on radio. Consumers who are familiar with the TV commercial perceive the radio as incomplete, so in their need for completion they mentally play back the visual content as well. This is an example of:

If a consumer purchases an expensive luxury car based on features such as electric chairs and retractable headlights rather than mechanical or technical superiority, this consumer based his decisions on:

Subliminal perception deals primarily with:

The SERVQUAL scale was designed to measure the gap between customers' expectations of service and their perceptions of the actual service delivered, along all of the following dimensions of service quality except:

_____ is defined as the process by which an individual selects, organises and interprets stimuli into a meaningful and coherent picture of the world.

Which of the following statements about perception is false?

An individual who is deaf has a restricted set of:

In an advertising campaign the clothing retailer United Colours of Benetton depicted one white man and one black man handcuffed together. However, many viewers perceived this as a white man arresting a black man which resulted in a public outcry. This example shows why marketers need to be aware of consumer's possible:

Stimuli that contrast with their environment are more likely to be noticed. A sound must be louder or softer, a colour brighter or paler.

A(n) _____ is any price that a consumer uses as a basis for comparison in judging another price.

'How we see the world around us' defines:

Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. This is an example of:

When looking at the price/quality relationship, one study found consumers use price and brand to evaluate the prestige of the product but do not generally use these cues to evaluate product:

The quality of the reception area and consulting room furnishings, the number of framed degrees on the wall, the pleasantness of the receptionist and the professionalism of the nurse, are all examples of:

In terms of consumer perception and advertising, in general, _____ is one of the most attention-compelling attributes of a stimulus.

The perception of stimuli in chunks of information rather than as discrete bits is termed as:

If a professional football team plays in a stadium with 30 000 empty seats, the revenue for that game is lost forever. This is an example of the service's:

When it comes to selective perception, which stimuli get selected depends on the nature of the stimuli itself, the consumer's previous experience with the product and the consumer's mood at time of exposure.

Staying brand loyal is one way in which consumers minimise risk.

From the consumer's perspective, what are the two major factors that determine which stimuli the consumer will select to include?