Question 1

Research on visual cues and consumption suggests that:

Accepted Answer

A)  consumers will eat less popcorn from larger containers. 
B)  consumers will perceive greater volume in a container that is elongated. 
C)  consumers eat less when food is served in multiple smaller serving size packages. 
D)  consumers will eat fewer M&M's when they are given a greater variety of colours.

Question 2

Which of the following is NOT a technique that can be used to create contrast?

Accepted Answer

A)  colour 
B)  position 
C)  novelty 
D)  cost

Question 3

Perceptual ________ based on consumers' past experiences influence what they decide to process.

Accepted Answer

A)  defences 
B)  filters 
C)  adaptation 
D)  vigilance

Question 4

What do marketers mean when they talk about their "positioning strategy"?

Accepted Answer

The answer of What do marketers mean when they talk...

Question 5

The principle of similarity means that consumers tend to group together objects that share physical characteristics; as an example, Coca-Cola, Sprite, and Dad's Old-Fashioned Root Beer are all "carbonated soft drinks."

Accepted Answer

A) True 
 B)False

Question 6

Why must advertisers take care with the amount of detail offered to targeted customers? In your answer, refer to specific principles in the chapter.

Accepted Answer

The answer of Why must advertisers take care with the...

Question 7

Outline and explain the elements of the perceptual process that would allow a shopper to recognize and select a bottle of ketchup in a supermarket.

Accepted Answer

The answer of Outline and explain the elements of the...

Question 8

According to neuromarketing research, our ultimate preferences for a brand such as Coke over Pepsi are not only shaped by the taste of the product, they are also influenced by:

Accepted Answer

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

Question 9

Rameed had an important meeting in New York to negotiate a big order for his company. He chose to wear his black suit because he knew black represented:

Accepted Answer

A)  excitement. 
B)  good luck. 
C)  intelligence. 
D)  power.

Question 10

The way the marketer wants the brand to be viewed by the consumers is referred to as:

Accepted Answer

A)  a positioning strategy. 
B)  market segmentation. 
C)  consumer profiling. 
D)  exposure.

Question 11

Some colour combinations come to be associated so strongly with the corporation they become known as the company's trade dress.

Accepted Answer

A) True 
 B)False

Question 12

Gary illustrated how consumers draw from their organized collection of beliefs or feelings when making a purchase decision. Among his beliefs were that colognes heightened romantic appeal, that fancy French-sounding names were feminine, and that thick cloying scents were like those his old aunts would use. The black bottle of Drakkar Noir was exotic, mysterious-looking, just right. His evaluations stem from his:

Accepted Answer

A)  schemas. 
B)  icons. 
C)  historic imagery. 
D)  tactile cues.

Question 13

________ refers to the extent to which the brain's processing activity is devoted to a particular stimulus.

Accepted Answer

A)  Attention 
B)  Exposure 
C)  Perception 
D)  Sensation

Question 14

There is evidence that certain smells may be more effective when targeted toward one of the sexes.

Accepted Answer

A) True 
 B)False

Question 15

When L'Oreal promotes the fact that they offer a high quality product for a lower price, they are positioning on:

Accepted Answer

A)  price leadership. 
B)  specific attributes. 
C)  product class. 
D)  occasions.

Question 16

What is perceptual vigilance? Give an example.

Accepted Answer

The answer of What is perceptual vigilance? Give an example....

Question 17

What is sensation? Give an example.

Accepted Answer

The answer of What is sensation? Give an example....

Question 18

Marisa has just sat through three class lectures at school, and now heads to a fourth, due to start in ten minutes. She found that halfway through her third class, she was having a hard time paying attention. This was most probably due to:

Accepted Answer

A)  sleep deficits. 
B)  active filtering. 
C)  attention economy. 
D)  sensory overload.

Question 19

A school of thought that maintains people derive meaning from a totality of a set of stimuli, rather from any individual stimulus, is:

Accepted Answer

A)  the holistic processing principle. 
B)  peripheral persuasion. 
C)  gestalt psychology. 
D)  stimulus integration theory.

Question 20

The particular colour combination that companies use for their packaging and other marketing communications is referred to as their colour code.

Accepted Answer

A) True 
 B)False

Exam 2: Perception

Research on visual cues and consumption suggests that:

Which of the following is NOT a technique that can be used to create contrast?

Perceptual ________ based on consumers' past experiences influence what they decide to process.

What do marketers mean when they talk about their "positioning strategy"?

The principle of similarity means that consumers tend to group together objects that share physical characteristics; as an example, Coca-Cola, Sprite, and Dad's Old-Fashioned Root Beer are all "carbonated soft drinks."

Why must advertisers take care with the amount of detail offered to targeted customers? In your answer, refer to specific principles in the chapter.

Outline and explain the elements of the perceptual process that would allow a shopper to recognize and select a bottle of ketchup in a supermarket.

According to neuromarketing research, our ultimate preferences for a brand such as Coke over Pepsi are not only shaped by the taste of the product, they are also influenced by:

Rameed had an important meeting in New York to negotiate a big order for his company. He chose to wear his black suit because he knew black represented:

The way the marketer wants the brand to be viewed by the consumers is referred to as:

Some colour combinations come to be associated so strongly with the corporation they become known as the company's trade dress.

________ refers to the extent to which the brain's processing activity is devoted to a particular stimulus.

There is evidence that certain smells may be more effective when targeted toward one of the sexes.

When L'Oreal promotes the fact that they offer a high quality product for a lower price, they are positioning on:

What is perceptual vigilance? Give an example.

What is sensation? Give an example.

Marisa has just sat through three class lectures at school, and now heads to a fourth, due to start in ten minutes. She found that halfway through her third class, she was having a hard time paying attention. This was most probably due to:

A school of thought that maintains people derive meaning from a totality of a set of stimuli, rather from any individual stimulus, is:

The particular colour combination that companies use for their packaging and other marketing communications is referred to as their colour code.