Question 1

'Any unit of input to any of the senses' defines:

Accepted Answer

A)  sensory receptors. 
B)  sensation. 
C)  stimulus. 
D)  perception. 
A)  sensory receptors. 
B)  sensation. 
C)  stimulus. 
D)  perception.

Question 2

The subconscious method that consumers use to limit the stimuli they perceive is known as:

Accepted Answer

A)  perception. 
B)  motivation. 
C)  selectivity. 
D)  activity. 
A)  perception. 
B)  motivation. 
C)  selectivity. 
D)  activity.

Question 3

An American study for a consumer advocacy organisation found that consumers often cannot differentiate among various cola beverages and that they base their preferences on _____ cues such as packaging, pricing, advertising and peer pressure.

Accepted Answer

A)  extrinsic 
B)  intrinsic 
C)  positive 
D)  negative 
A)  extrinsic 
B)  intrinsic 
C)  positive 
D)  negative

Question 4

People have a need for _____. If the stimuli they are exposed to is incomplete, they perceive it as complete by filling in the missing pieces.

Accepted Answer

A)  stereotyping 
B)  grouping 
C)  closure 
D)  exaggeration 
A)  stereotyping 
B)  grouping 
C)  closure 
D)  exaggeration

Question 5

Disguised stimuli not readily recognised by readers that are placed in advertisements to persuade consumers to buy the products are called:

Accepted Answer

A)  collusion. 
B)  embeds. 
C)  deception. 
D)  sublimation. 
A)  collusion. 
B)  embeds. 
C)  deception. 
D)  sublimation.

Question 6

A café owner is wondering how much she can raise the price of a coffee before a majority of patrons will become aware of the increase. She is interested in their:

Accepted Answer

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

Question 7

There is evidence that subliminal stimuli may influence affective reactions but not consumption actions.

Accepted Answer

A) True 
 B)False

Question 8

It is more difficult for consumers to evaluate the quality of services than the quality of products.

Accepted Answer

A) True 
 B)False

Question 9

Advertisements in which the consumer has great difficulty in discerning the stimulus is most likely poorly designed in terms of:

Accepted Answer

A)  subject and contrast. 
B)  figure and ground. 
C)  figure and contrast. 
D)  subject and background. 
A)  subject and contrast. 
B)  figure and ground. 
C)  figure and contrast. 
D)  subject and background.

Question 10

Some distinctive characteristics of services make it difficult for consumers to judge quality. Which of the following is not one of the characteristics?

Accepted Answer

A)  Variability. 
B)  Perishability. 
C)  Tangibility. 
D)  Being simultaneously produced and consumed. 
A)  Variability. 
B)  Perishability. 
C)  Tangibility. 
D)  Being simultaneously produced and consumed.

Question 11

When smokers pay particular attention to advertisements that warn of the cancerous effects of smoking and how it may kill them, this is an example of selective exposure.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following best described Weber's Law?

Accepted Answer

A)  People usually see what they expect to see, and what they expect to see is usually based on familiarity, previous experience or a preconditioned set. 
B)  People are also stimulated below their level of conscious awareness; that is, they can perceive stimuli without being consciously aware of the stimuli in question. 
C)  When consumers are exposed to over a thousand marketing messages in a week, however they selectively focus on those that are relevant to them. 
D)  The just noticeable difference between two stimuli was not an absolute amount, but an amount relative to the intensity of the first stimulus. 
A)  People usually see what they expect to see, and what they expect to see is usually based on familiarity, previous experience or a preconditioned set. 
B)  People are also stimulated below their level of conscious awareness; that is, they can perceive stimuli without being consciously aware of the stimuli in question. 
C)  When consumers are exposed to over a thousand marketing messages in a week, however they selectively focus on those that are relevant to them. 
D)  The just noticeable difference between two stimuli was not an absolute amount, but an amount relative to the intensity of the first stimulus.

Question 13

According to sensory adaptation, when during an event such as the Olympics many brilliantly executed marketing campaigns are run simultaneously, consumers are likely to pay more attention to each advertisement.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is not a reason to reposition a product?

Accepted Answer

A)  To justify higher prices. 
B)  To change consumer preference. 
C)  To highlight attributes that have been previously ignored. 
D)  To reflect a change in management priorities. 
A)  To justify higher prices. 
B)  To change consumer preference. 
C)  To highlight attributes that have been previously ignored. 
D)  To reflect a change in management priorities.

Question 15

Explain the concept of positioning and its importance in relation to consumer behaviour.

Accepted Answer

Positioning is the image that a product

Question 16

Consumers act on the basis of perception, not on the basis of objective reality.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is not an important environmental variable when designing the service environment for bank customers?

Accepted Answer

A)  Privacy. 
B)  Aesthetics. 
C)  Physical appearance of the people in the bank, both customers and staff. 
D)  All of the above are important to bank customers. 
A)  Privacy. 
B)  Aesthetics. 
C)  Physical appearance of the people in the bank, both customers and staff. 
D)  All of the above are important to bank customers.

Question 18

The relationship between an object and the background on which it is portrayed is referred to as the:

Accepted Answer

A)  figure and ground. 
B)  subject and contrast. 
C)  figure and contrast. 
D)  subject and background. 
A)  figure and ground. 
B)  subject and contrast. 
C)  figure and contrast. 
D)  subject and background.

Question 19

The nature of the product, its advertisements and commercials, the sex of a model, the position of a print ad, and brand name are examples of:

Accepted Answer

A)  receptors. 
B)  motivations. 
C)  contrasts. 
D)  marketing stimuli. 
A)  receptors. 
B)  motivations. 
C)  contrasts. 
D)  marketing stimuli.

Question 20

When marketers make use of a well-known, popular celebrity in their advertising campaigns in order to receive instant recognition and status, they are making use of:

Accepted Answer

A)  first impressions. 
B)  the halo effect. 
C)  stereotyping. 
D)  physical appearance. 
A)  first impressions. 
B)  the halo effect. 
C)  stereotyping. 
D)  physical appearance.

'Any unit of input to any of the senses' defines:

The subconscious method that consumers use to limit the stimuli they perceive is known as:

An American study for a consumer advocacy organisation found that consumers often cannot differentiate among various cola beverages and that they base their preferences on _____ cues such as packaging, pricing, advertising and peer pressure.

People have a need for _____. If the stimuli they are exposed to is incomplete, they perceive it as complete by filling in the missing pieces.

Disguised stimuli not readily recognised by readers that are placed in advertisements to persuade consumers to buy the products are called:

A café owner is wondering how much she can raise the price of a coffee before a majority of patrons will become aware of the increase. She is interested in their:

There is evidence that subliminal stimuli may influence affective reactions but not consumption actions.

It is more difficult for consumers to evaluate the quality of services than the quality of products.

Advertisements in which the consumer has great difficulty in discerning the stimulus is most likely poorly designed in terms of:

Some distinctive characteristics of services make it difficult for consumers to judge quality. Which of the following is not one of the characteristics?

When smokers pay particular attention to advertisements that warn of the cancerous effects of smoking and how it may kill them, this is an example of selective exposure.

Which of the following best described Weber's Law?

According to sensory adaptation, when during an event such as the Olympics many brilliantly executed marketing campaigns are run simultaneously, consumers are likely to pay more attention to each advertisement.

Which of the following is not a reason to reposition a product?

Explain the concept of positioning and its importance in relation to consumer behaviour.

Consumers act on the basis of perception, not on the basis of objective reality.

Which of the following is not an important environmental variable when designing the service environment for bank customers?

The relationship between an object and the background on which it is portrayed is referred to as the:

The nature of the product, its advertisements and commercials, the sex of a model, the position of a print ad, and brand name are examples of:

When marketers make use of a well-known, popular celebrity in their advertising campaigns in order to receive instant recognition and status, they are making use of:

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

'Any unit of input to any of the senses' defines:

The subconscious method that consumers use to limit the stimuli they perceive is known as:

An American study for a consumer advocacy organisation found that consumers often cannot differentiate among various cola beverages and that they base their preferences on _____ cues such as packaging, pricing, advertising and peer pressure.

People have a need for _____. If the stimuli they are exposed to is incomplete, they perceive it as complete by filling in the missing pieces.

Disguised stimuli not readily recognised by readers that are placed in advertisements to persuade consumers to buy the products are called:

A café owner is wondering how much she can raise the price of a coffee before a majority of patrons will become aware of the increase. She is interested in their:

There is evidence that subliminal stimuli may influence affective reactions but not consumption actions.

It is more difficult for consumers to evaluate the quality of services than the quality of products.

Advertisements in which the consumer has great difficulty in discerning the stimulus is most likely poorly designed in terms of:

Some distinctive characteristics of services make it difficult for consumers to judge quality. Which of the following is not one of the characteristics?

When smokers pay particular attention to advertisements that warn of the cancerous effects of smoking and how it may kill them, this is an example of selective exposure.

Which of the following best described Weber's Law?

According to sensory adaptation, when during an event such as the Olympics many brilliantly executed marketing campaigns are run simultaneously, consumers are likely to pay more attention to each advertisement.

Which of the following is not a reason to reposition a product?

Explain the concept of positioning and its importance in relation to consumer behaviour.

Consumers act on the basis of perception, not on the basis of objective reality.

Which of the following is not an important environmental variable when designing the service environment for bank customers?

The relationship between an object and the background on which it is portrayed is referred to as the:

The nature of the product, its advertisements and commercials, the sex of a model, the position of a print ad, and brand name are examples of:

When marketers make use of a well-known, popular celebrity in their advertising campaigns in order to receive instant recognition and status, they are making use of:

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