Question 1

What is the difference between exposure and attention?

Accepted Answer

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Question 2

Simple stimuli tend to be habituated to because they do not require attention to detail. This statement pertains to which factor that can lead to adaptation?

Accepted Answer

A)  intensity 
B)  duration 
C)  discrimination 
D)  exposure

Question 3

Upon entering the lobby, guests at Omni Hotels are greeted with the scent of lemongrass and green tea and view elaborate floral displays. In a joint promotion with Starbucks, guests find small, scented stickers on the front pages of their free copies of USA Today-a blackberry aroma suggests they start their day at the hotel with a cup of Starbucks coffee "paired with a fresh muffin." This is an example of:

Accepted Answer

A)  experiential purchasing. 
B)  relationship marketing. 
C)  product positioning. 
D)  sensory marketing.

Question 4

What is repositioning? Give an example.

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Question 5

Some colour combinations for packages become so well known that marketers have successfully sought legal protection for their right to exclusive use, e.g., Eastman Kodak for its yellow, black, and red film packages. This colour combination becomes known as the company's:

Accepted Answer

A)  patent. 
B)  copyright. 
C)  colour code. 
D)  trade dress.

Question 6

When it comes to the influence of "colour," which of the following statements is correct?

Accepted Answer

A)  Blue is the most popular colour in North America. 
B)  Black worldwide is a colour that triggers images of death. 
C)  Women are more likely to be colour-blind, which is why they prefer bright colours. 
D)  As we get older, our vision takes on a yellow cast.

Question 7

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

Accepted Answer

A)  attention 
B)  comprehension 
C)  exposure 
D)  interpretation

Question 8

Using an example, explain the concept of adaptation.

Accepted Answer

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Question 9

Brian urgently needs a summer job to earn money for his fall tuition. Lately, everywhere he turns he seems to be noticing "help wanted" ads. His increased awareness of ads that relate to his current needs is called:

Accepted Answer

A)  perceptual vigilance. 
B)  perceptual defence. 
C)  perceptual actualization. 
D)  perceptual search.

Question 10

Anne is reading a newspaper during her five o'clock class. Although she would not normally notice an ad about a fast-food restaurant, she pays attention to this one because she is hungry. This tendency for consumers to be more aware of stimuli that relate to their current or immediate needs is known as perceptual vigilance.

Accepted Answer

A) True 
 B)False

Question 11

Cross-cultural research indicates a consistent preference for blue as consumers' favourite colour.

Accepted Answer

A) True 
 B)False

Question 12

One of the principles of psychophysics is that changes in the physical environment are not always matched by equal changes perceptually. If Madison Wilson were changing an old drink by making it sweeter, what would psychophysics tell her?

Accepted Answer

A)  She could make the drink twice as sweet by adding twice the amount of sugar. 
B)  She would need to research how the perception of "sweetness" changed by the amount of sugar added. 
C)  She would need to create promotions to tell customers how "sweet" the new drink is. 
D)  She would need to understand how people interpret the word "sweet."

Question 13

The ability of a sensory system to detect changes or differences between two stimuli refers to the:

Accepted Answer

A)  minimum threshold. 
B)  maximum threshold. 
C)  absolute threshold. 
D)  differential threshold.

Question 14

When a local store first changed its window display, Beverly noticed it at once. As she passed it day after day, she no longer paid attention because it had become so familiar. Beverly had:

Accepted Answer

A)  experienced adaptation. 
B)  formed a stimulus habit. 
C)  attention dysfunction. 
D)  stimulus rejection.

Question 15

What is the principle of similarity?

Accepted Answer

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Question 16

In 1957, an experiment in a drive-in movie showed that increases in sales of popcorn and Coca-Cola were measured after subliminal messages encouraging viewers to use those products had been inserted in the movie Picnic. These findings:

Accepted Answer

A)  demonstrated that consumers' minds had been "broken into and entered." 
B)  were false; research executives admitted they had fabricated the findings. 
C)  subsequently were supported by a number of other research studies. 
D)  gave the first irrefutable proof of the power of subliminal persuasion on consumer actions.

Question 17

Antonio owns a small menswear store located in downtown Winnipeg. He decides to have a "$10 Off Sale" on every item in his store. When he totals his sales results for the week, he finds that there was the greatest response to items under $50, and the least response to items over $50. This is a demonstration of:

Accepted Answer

A)  Porter's diamond. 
B)  Weber's law. 
C)  Maslow's hierarchy. 
D)  Pavlovian conditioning.

Question 18

________ involves using communications that are unexpected and unconventional in ways that target consumers in unexpected places.

Accepted Answer

A)  Sensory marketing 
B)  Stealth marketing 
C)  Guerilla marketing 
D)  Viral marketing

Question 19

Vasi, a product manager at Kraft Foods, is reading a focus group report on tests regarding new ads for Kraft Peanut Butter. He has found that the messages consumers received are different from what Kraft intended. This is most likely due to:

Accepted Answer

A)  exposure. 
B)  perception. 
C)  consumption. 
D)  hedonism.

Question 20

What is Weber's law? What implications does this law have for green marketers wishing to reduce package sizes? How might the marketer deal with this type of an issue?

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Exam 2: Perception