Question 1

As a personal selection factor, adaptation is seen as the degree to which consumers continue to notice a stimulus over time. Five factors can lead to adaptation. List and briefly describe the connection with adaptation.

Accepted Answer

The answer of As a personal selection factor, adaptation is...

Question 2

A Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were not unified under a common design banner.

Accepted Answer

A)  similarity principle 
B)  figure-ground principle 
C)  subliminal principle 
D)  closure principle

Question 3

Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?

Accepted Answer

A)  sound symbolism 
B)  audio watermarking 
C)  semiotics 
D)  the principle of similarity

Question 4

A sign on a drawer in the kitchen of a fraternity said "Plastic Silver." The drawer contained plastic spoons, forks, and knives for casual dinners. Use the principle of hyperreality to explain why users of the kitchen would know what was in the drawer without looking.

Accepted Answer

The answer of A sign on a drawer in the...

Question 5

A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli.

Accepted Answer

A) True 
 B)False

Question 6

The minimum difference that can be detected between two stimuli is known as the ________.

Accepted Answer

A)  absolute threshold 
B)  gradual differentiation 
C)  just noticeable difference 
D)  graded difference

Question 7

Blind taste tests in the 1980s showed that most Coke drinkers preferred a cola that was sweeter than the current product. When Coca-Cola attempted to make its product sweeter, brand loyal customers revolted and demanded the old product be returned. Explain how Coca-Cola marketers could have used the principles of psychophysics to introduce the new Coke without creating these problems.

Accepted Answer

The answer of Blind taste tests in the 1980s showed...

Question 8

What does the study of semiotics attempt to do?

Accepted Answer

The answer of What does the study of semiotics attempt...

Question 9

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.

Accepted Answer

A)  blue 
B)  red 
C)  yellow 
D)  black

Question 10

Evaluate the effectiveness of subliminal persuasion and messages in marketing. Be sure to demonstrate your knowledge of the evidence about the success of the technique as presented in the text.

Accepted Answer

The answer of Evaluate the effectiveness of subliminal persuasion and...

Question 11

A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?

Accepted Answer

A)  subliminal perception 
B)  the figure-ground principle 
C)  the golden triangle 
D)  Weber's Law

Question 12

Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from ________, a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.

Accepted Answer

A)  Freudian psychology 
B)  Gestalt psychology 
C)  Simmons psychology 
D)  the Covey approach

Question 13

A stage in the perception process is ________.

Accepted Answer

A)  exposure 
B)  attention 
C)  interpretation 
D)  all of the above

Question 14

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

Accepted Answer

A)  Subliminal perception 
B)  Sensory marketing 
C)  An embed 
D)  Attention

Question 15

The ________ sense appears to moderate the relationship between product experience and judgment confidence.

Accepted Answer

A)  sound 
B)  haptic 
C)  taste 
D)  sight

Question 16

According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.

Accepted Answer

A)  more common 
B)  stronger 
C)  weaker 
D)  more unusual

Question 17

At a business meeting, a consultant states that "perception is reality, because a customer never works with the actual product, but only with his or her perception of that product." In a university lab, researchers determine that when a rat is looking at a brightly colored rectangle, a close inspection of the rat's optic nerves (that connect the eyes to the cortex) show no visible change from when the rat is looking at a green circle; however electrodes placed in the nerve show a different pattern of transmitted codes. How are these two events related, and what does this relationship tell us about perception?

Accepted Answer

The answer of At a business meeting, a consultant states...

Question 18

Which term refers to perception that is below the level of the consumer's awareness?

Accepted Answer

A)  perceptual vigilance 
B)  relative difference 
C)  subliminal perception 
D)  attention

Question 19

Sensory marketing has proven to be largely effective as a marketing approach.

Accepted Answer

A) True 
 B)False

Question 20

Individuals have different absolute thresholds for visual and aural stimuli. This fact supports the statement that subliminal advertising would need to be tailored to the individual in order to be effective.

Accepted Answer

A) True 
 B)False

Exam 3: Perception

As a personal selection factor, adaptation is seen as the degree to which consumers continue to notice a stimulus over time. Five factors can lead to adaptation. List and briefly describe the connection with adaptation.

A Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were not unified under a common design banner.

Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?

A sign on a drawer in the kitchen of a fraternity said "Plastic Silver." The drawer contained plastic spoons, forks, and knives for casual dinners. Use the principle of hyperreality to explain why users of the kitchen would know what was in the drawer without looking.

A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli.

The minimum difference that can be detected between two stimuli is known as the ________.

What does the study of semiotics attempt to do?

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.

Evaluate the effectiveness of subliminal persuasion and messages in marketing. Be sure to demonstrate your knowledge of the evidence about the success of the technique as presented in the text.

A stage in the perception process is ________.

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

The ________ sense appears to moderate the relationship between product experience and judgment confidence.

According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.

Which term refers to perception that is below the level of the consumer's awareness?

Sensory marketing has proven to be largely effective as a marketing approach.

Individuals have different absolute thresholds for visual and aural stimuli. This fact supports the statement that subliminal advertising would need to be tailored to the individual in order to be effective.