Question 1

What is sensory overload? Give an example.

Accepted Answer

Sensory overload refers to the notion that consumers are exposed to far more information than they are able or willing to process.
Examples may vary. For example:
In our society, much of this bombardment comes from commercial sources, and the competition for our attention is increasing steadily. The average adult is exposed to about 40 000 pieces of advertising information every single day. Many younger people in particular have developed the ability to multitask, or process information from more than one medium at a time as they attend to their cell phones, TV, instant messages, and so on. One study observed 400 people for a day and found that 96 percent of them were multitasking about a third of the time they were using media.

Question 2

"Sensory inputs" is another term for:

Accepted Answer

A)   the perceptual process.
B)   psychological factors.
C)   jingles.
D)   external stimuli. D

Question 3

While most automobile companies want to be viewed as being stylish or safe, Subaru appealed to dog owners in a series of innovative advertisements. This was part of Subaru's:

Accepted Answer

A)   positioning strategy.
B)   market segmentation.
C)   consumer profiling.
D)   primary research. A

Question 4

The main point of ________ is that the ratios, not the absolute differences, are important in describing the least perceptible differences in sensory discrimination.

Accepted Answer

A)   Veber's law
B)   Weber's law
C)   rule of ratios
D)   psychophysics

Question 5

Dogs can hear sounds of far higher frequency than humans can. The differential threshold refers to the difference between what two organisms, such as a person and a dog, can detect through the same sensory channel.

Accepted Answer

A) True 
 B)False

Question 6

The colour of mourning is consistently black across all cultures.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following may be effective in getting viewers to stop fast-forwarding past television ads recorded on their PVR?

Accepted Answer

A)   use enticing or novel commercials
B)   decrease ads' sound level below that of adjacent programs
C)   use a preventive or override command in ads
D)   keep commercials short, 10 seconds or less, so that they cannot be electronically identified

Question 8

Regardless of one's nationality, there is no difference in consumers' reactions to colour.

Accepted Answer

A) True 
 B)False

Question 9

Now that the average adult is exposed to about 40 000 pieces of advertising information every single day, consumers may feel overwhelmed by the competition for their attention. Their feeling is called attention dysfunction.

Accepted Answer

A) True 
 B)False

Question 10

In a beer ad on TV showing a couple going off to a country cottage, Melinda only paid attention to the sports car. This tendency is known as:

Accepted Answer

A)   perceptual selectivity.
B)   consumer screening.
C)   attention focusing adaptation.
D)   stimulus de-escalation.

Question 11

Victor, the president of a company that specializes in women's fragrances, ensures that each of the bottles looks appealing, is nice to touch, and (of course) has an appealing smell. This way, each consumer will have a positive experience with the company's products. Victor is engaging in:

Accepted Answer

A)   sensory marketing.
B)   sensation marketing.
C)   atmospheric marketing.
D)   appeal marketing.

Question 12

Erica drives by a compelling billboard while driving on the 401 highway in Ontario. As she goes by, she finds that the print is too small to read. This demonstrates the principle of:

Accepted Answer

A)   differentiated advertising.
B)   sensory adaptation.
C)   absolute threshold.
D)   visual orientation.

Question 13

Consumers are more likely to recognize brand names that:

Accepted Answer

A)   end with a hard consonant.
B)   begin with a hard consonant.
C)   are melodic.
D)   sound like their name.

Question 14

Which company got creative by releasing the scent of chocolate chip cookies in tandem with their ads on bus shelters?

Accepted Answer

A)   Got Milk?
B)   Oreo
C)   Cadbury
D)   Nabisco

Question 15

What is the difference between sensation and perception? Give an example of each. Which of these two constructs is most relevant to marketers and why?

Accepted Answer

The answer of What is the difference between sensation and...

Question 16

When a well-known spa redesigned the packaging for its line of spa products containing algae extracts with a "sea of green" look to unify all of its different offerings, it relied upon which principle of stimulus organization?

Accepted Answer

A)   consistency
B)   experiential
C)   subjectivity
D)   similarity

Question 17

________ is the science that focuses on how the physical environment is integrated into the consumer's subjective experience.

Accepted Answer

A)   Absolute theory
B)   Differential theory
C)   Psychophysics
D)   Psychotherapeutics

Question 18

Amy is not a fan of online shopping because she puts a lot of emphasis on her haptic senses. In other words, she really needs to see a product in front of her before purchasing it.

Accepted Answer

A) True 
 B)False

Question 19

Mary is shopping for some new clothes. Explain how her haptic senses would help her.

Accepted Answer

The answer of Mary is shopping for some new clothes....

Question 20

Most stimuli in the environment are noticed and registered by consumers.

Accepted Answer

A) True 
 B)False

Exam 2: Perception

What is sensory overload? Give an example.

"Sensory inputs" is another term for:

While most automobile companies want to be viewed as being stylish or safe, Subaru appealed to dog owners in a series of innovative advertisements. This was part of Subaru's:

The main point of ________ is that the ratios, not the absolute differences, are important in describing the least perceptible differences in sensory discrimination.

Dogs can hear sounds of far higher frequency than humans can. The differential threshold refers to the difference between what two organisms, such as a person and a dog, can detect through the same sensory channel.

The colour of mourning is consistently black across all cultures.

Which of the following may be effective in getting viewers to stop fast-forwarding past television ads recorded on their PVR?

Regardless of one's nationality, there is no difference in consumers' reactions to colour.

Now that the average adult is exposed to about 40 000 pieces of advertising information every single day, consumers may feel overwhelmed by the competition for their attention. Their feeling is called attention dysfunction.

In a beer ad on TV showing a couple going off to a country cottage, Melinda only paid attention to the sports car. This tendency is known as:

Victor, the president of a company that specializes in women's fragrances, ensures that each of the bottles looks appealing, is nice to touch, and (of course) has an appealing smell. This way, each consumer will have a positive experience with the company's products. Victor is engaging in:

Erica drives by a compelling billboard while driving on the 401 highway in Ontario. As she goes by, she finds that the print is too small to read. This demonstrates the principle of:

Consumers are more likely to recognize brand names that:

Which company got creative by releasing the scent of chocolate chip cookies in tandem with their ads on bus shelters?

What is the difference between sensation and perception? Give an example of each. Which of these two constructs is most relevant to marketers and why?

When a well-known spa redesigned the packaging for its line of spa products containing algae extracts with a "sea of green" look to unify all of its different offerings, it relied upon which principle of stimulus organization?

________ is the science that focuses on how the physical environment is integrated into the consumer's subjective experience.

Amy is not a fan of online shopping because she puts a lot of emphasis on her haptic senses. In other words, she really needs to see a product in front of her before purchasing it.

Mary is shopping for some new clothes. Explain how her haptic senses would help her.

Most stimuli in the environment are noticed and registered by consumers.