Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

The process by which people select, organize, and interpret sensory information is called ________.

Accepted Answer

A)  reception 
B)  awareness 
C)  perception 
D)  sensation

Question 3

Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.

Accepted Answer

A) True 
 B)False

Question 4

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.

Accepted Answer

A)  exposure 
B)  vigilance 
C)  discrimination 
D)  relevance

Question 5

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.

Accepted Answer

A)  absolute 
B)  differential 
C)  intensity 
D)  relative

Question 6

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 7

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

Accepted Answer

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

Question 8

When Jane shops, she must feel the fabric of any potential clothing buy before she even bothers to see what the design is. She has a high need to touch. Which sense system is important to Jane in her clothing shopping?

Accepted Answer

A)  visual 
B)  auditory 
C)  haptic 
D)  liminal

Question 9

Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz's response to the ads?

Accepted Answer

A)  perceptual vigilance 
B)  perceptual defense 
C)  contrast 
D)  adaptation

Question 10

The ________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.

Accepted Answer

A)  absolute 
B)  differential 
C)  intensity 
D)  relative

Question 11

On Lost, the popular television drama with mysterious and supernatural plotlines, the fictional Hanso foundation sponsors questionable research projects. Many Lost Web sites now sell items bearing the Hanso name and logo. This is an example of hyperreality.

Accepted Answer

A) True 
 B)False

Question 12

The immediate response by our eyes, nose, mouth or fingers to such basic stimuli as light, color, sound, odor and texture is called ________.

Accepted Answer

A)  reception 
B)  awareness 
C)  perception 
D)  sensation

Question 13

Define perceptual selection and describe the types of filters that prevent clear perception and reception of marketing stimuli.

Accepted Answer

The answer of Define perceptual selection and describe the types...

Question 14

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 15

Sarah Palmer realizes she just made a mistake. In her hurried shopping trip, she picked up the yellow plastic squeeze bottle from the grocery store shelf, assuming that it was French's mustard. To her dismay, it was the store brand. Her confusion is an illustration of the importance of package schematics.

Accepted Answer

A) True 
 B)False

Question 16

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 17

Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception.

Accepted Answer

A) True 
 B)False

Question 18

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 19

When we ________ products, we evaluate them using schemas we typically apply to classify people.

Accepted Answer

A)  prime 
B)  filter 
C)  imprint 
D)  anthropomorphize

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 2: Perception

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

The process by which people select, organize, and interpret sensory information is called ________.

Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors.

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.

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.

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

When Jane shops, she must feel the fabric of any potential clothing buy before she even bothers to see what the design is. She has a high need to touch. Which sense system is important to Jane in her clothing shopping?

The ________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.

On Lost, the popular television drama with mysterious and supernatural plotlines, the fictional Hanso foundation sponsors questionable research projects. Many Lost Web sites now sell items bearing the Hanso name and logo. This is an example of hyperreality.

The immediate response by our eyes, nose, mouth or fingers to such basic stimuli as light, color, sound, odor and texture is called ________.

Define perceptual selection and describe the types of filters that prevent clear perception and reception of marketing stimuli.

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

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.

Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception.

When we ________ products, we evaluate them using schemas we typically apply to classify people.

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