Question 1

Unlike computers, people do not passively process whatever information happens to be present.

Accepted Answer

A) True 
 B)False

Question 2

Kinsei engineering focuses on the visual sense.

Accepted Answer

A) True 
 B)False

Question 3

As people age their sensory detection abilities decline. The Baby Boomers are fast reaching retirement age. How will advertisements in the future likely change sensory stimuli to accommodate this changing demographic?

Accepted Answer

The answer of As people age their sensory detection abilities...

Question 4

The icons on the restroom doors in a bar in Wyoming were a doe and a buck. This is an excellent example of hyperreality.

Accepted Answer

A) True 
 B)False

Question 5

A new 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 now unified under a common design banner.

Accepted Answer

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

Question 6

List the three stages of the perception process and give a brief definition of each.

Accepted Answer

The answer of List the three stages of the perception...

Question 7

Jason and Mark were talking in class, but so was everyone else. As they continued to discuss their day's adventures, it suddenly became clear to them that the teacher was staring at them. They didn't realize that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly, and the teacher resumed her normal activities. This is a good example of how a consumer's ability to detect a difference between two stimuli is ________.

Accepted Answer

A)  absolute 
B)  negligible 
C)  relative 
D)  embedded

Question 8

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 creating a new drink, 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 look at the subliminal aspects of "sweetness." 
D)  She would need to create promotions to tell customers how "sweet" the new drink is.

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

What does the study of semiotics attempt to do?

Accepted Answer

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

Question 11

When a stimulus comes within the range of someone's sensory receptors, ________ occurs.

Accepted Answer

A)  just noticeable difference (j.n.d.) 
B)  retention 
C)  subliminal suggestion 
D)  exposure

Question 12

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. How would a marketer use hyperreality to find a new use for baking soda?

Accepted Answer

A)  by associating the soda with its ability to absorb odors 
B)  by associating the soda with a fictional character called Simon Soda 
C)  by emphasizing the low cost of the soda 
D)  by informing the customers of the historic importance of baking soda in germ protection

Question 13

________ occurs when a stimulus is below the level of an individual's awareness.

Accepted Answer

A)  Absolute threshold 
B)  Differential threshold 
C)  Subliminal perception 
D)  Perceptual selection

Question 14

What does the word gestalt mean, and how does the term describe an important principle of the perceptual process?

Accepted Answer

The answer of What does the word gestalt mean, and...

Question 15

Marketers have generally failed in their efforts to introduce scented marketing practices and products to the American marketplace.

Accepted Answer

A) True 
 B)False

Question 16

The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning.

Accepted Answer

A)  semiotics 
B)  psychophysics 
C)  Gestalt theory 
D)  hyperreality

Question 17

In the process of ________, certain properties of a stimulus evoke a schema.

Accepted Answer

A)  priming 
B)  differentiating 
C)  indexing 
D)  perceptual mapping

Question 18

Which of the following 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 19

Fragrance is processed by the limbic system, the most primitive part of the brain and the place where immediate emotions are experienced.

Accepted Answer

A) True 
 B)False

Question 20

Perception refers to the immediate response of our sensory receptors to such basic stimuli as light, color, and sound.

Accepted Answer

A) True 
 B)False

Exam 5: Perception

Unlike computers, people do not passively process whatever information happens to be present.

Kinsei engineering focuses on the visual sense.

As people age their sensory detection abilities decline. The Baby Boomers are fast reaching retirement age. How will advertisements in the future likely change sensory stimuli to accommodate this changing demographic?

The icons on the restroom doors in a bar in Wyoming were a doe and a buck. This is an excellent example of hyperreality.

A new 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 now unified under a common design banner.

List the three stages of the perception process and give a brief definition of each.

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 creating a new drink, what would psychophysics tell her?

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

What does the study of semiotics attempt to do?

When a stimulus comes within the range of someone's sensory receptors, ________ occurs.

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. How would a marketer use hyperreality to find a new use for baking soda?

________ occurs when a stimulus is below the level of an individual's awareness.

What does the word gestalt mean, and how does the term describe an important principle of the perceptual process?

Marketers have generally failed in their efforts to introduce scented marketing practices and products to the American marketplace.

The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning.

In the process of ________, certain properties of a stimulus evoke a schema.

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

Fragrance is processed by the limbic system, the most primitive part of the brain and the place where immediate emotions are experienced.

Perception refers to the immediate response of our sensory receptors to such basic stimuli as light, color, and sound.