Deck 4: Consumer Perception and Positioning

Question 1

Which of the following is true of JND?

A) Decreasing prices below consumers' JND is likely to cause a significant rise in sales.
B) Making product improvements that far exceed consumers' JND is likely to maximize company revenues.
C) There is no JND for decreased product volume sold in existing packaging.
D) Making drastic changes to a company's logo to an extent well beyond consumers' JND allows companies to update their image without losing their ready recognition.
E) Increasing prices below consumers' JND is likely to go unnoticed by consumers.

Answer 1

E

Question 2

When a product is ________, memory of the ________-related attributes increases.

A) scented; non-scent
B) non-scented; scent
C) auditory; non-auditory
D) non-auditory; auditory
E) quiet; scent

Answer 2

A

Question 3

Two people driving together may spot a billboard at different times. This means they have different ________.

A) absolute thresholds
B) differential thresholds
C) just noticeable differences
D) adaptation levels
E) sensory adaptations

Answer 3

A

Question 4

John drives by the same billboard every day on his way to work. He has seen the billboard so many times that he no longer notices it. This is an example of ________.

A) sensory adaptation
B) just noticeable difference
C) differential threshold
D) perceptual blocking
E) absolute threshold

Question 5

Weber's law states that ________.

A) the stronger the initial stimulus, the weaker the second stimulus must be to exceed the JND
B) the JND of a second stimulus is inversely related to the strength of the original stimulus
C) the stronger the initial stimulus, the greater the second stimulus must be to exceed the JND
D) consumers who buy the same products regularly are more likely than those who buy less frequently to notice changes in price, packaging, or product attributes
E) the more information consumers are given about a particular product, the more likely they are to purchase that product

Question 6

Products, packages, brand names, advertisements, and commercials are examples of ________.

A) sensations
B) receptors
C) realities
D) stimuli
E) intensities

Question 7

Your interpretation of visual and sensory input about polo shirts may be different from your classmate's because perception is ________.

A) objective
B) subjective
C) irrelevant
D) noise
E) based on personality traits

Question 8

Which of the following is NOT an implication of the JND for logos?

A) Marketers usually make numerous small changes.
B) Marketers minimize noticeable changes to maintain consumer recognition.
C) Marketers who make dramatic changes to logos may anger customers.
D) Marketers who crossed the differential threshold have chosen to return to their original logos.
E) Marketers should always try to cross the JND and make dramatic changes.

Question 9

The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is known as ________.

A) observation
B) perception
C) realization
D) rationalization
E) understanding

Question 10

Individuals act and react on the basis of ________, not on the basis of ________.

A) objective reality; their previous experiences
B) their previous experiences; their perceptions
C) their perceptions; objective reality
D) their perceptions; their previous experiences
E) their previous experiences; peer pressure

Question 11

________ can simply be described as "how we see the world around us."

A) Knowledge
B) Perception
C) Motivation
D) Attitude
E) Understanding

Question 12

________ is/are the immediate and direct response of the sensory organs to stimuli.

A) Sensory receptors
B) Sensation
C) Sensory input
D) Sensory adaptation
E) Sensory blocking

Question 13

Brand names stamped on eggs in supermarkets, featured on video screens in taxis, placed on subway tunnels in between stations, and featured on doctor's examination tables are examples of ________.

A) sensory adaptation
B) objective reality
C) viral advertising
D) ambush marketing
E) experiential marketing

Question 14

Some TV ads change sensory input by using silence or louder sounds in their ads to generate attention. This is a form of advertising used in order to overcome ________.

A) sensation
B) preference for competitive advertisements
C) sensory adaptation
D) the just noticeable difference
E) perceptual blocking

Question 15

As sensory input ________, our ability to detect changes in input or intensity ________.

A) decreases; increases
B) increases; increases
C) decreases; remains constant
D) remains constant; decreases
E) increases; remains constant

Question 16

A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cells. This is called ________.

A) subliminal perception
B) sequential transition
C) supraliminal perception
D) sensory adaptation
E) perceptual blocking

Question 17

The point at which a person can detect a difference between "something" and "nothing" is that person's ________ for that stimulus.

A) adaptation level
B) absolute threshold
C) just noticeable difference
D) differential threshold
E) sensory adaptation

Question 18

Which of the following is true of the relationship between consumers' perceptions and their expectations?

A) Individual motivation does not affect perception.
B) Ads with irrelevant sexuality generally lead to better recall of the product advertised due to the attention-getting nature of the sexual content.
C) People tend to make observations and arrive at conclusions completely independent of their expectations.
D) Consumers tend to perceive products and product attributes according to their own expectations.
E) What consumers expect to see is completely dependent on their objective, first-hand experience with the particular product or advertising medium.

Question 19

The minimal difference that can be detected between two similar stimuli is called the ________.

A) perceptual threshold
B) differential threshold
C) sensory threshold
D) absolute threshold
E) sensation threshold

Question 20

Sensory adaptation is of concern to national advertisers, who try to continuously change their advertising campaigns. They are concerned that consumers will ________.

A) get bored of their competitors' ads
B) get used to their ads
C) not understand their ads as intended
D) develop positive reactions to their ads
E) become more attuned to competing advertising

Question 21

When an ad for Benetton featured the hands of two men - one black and one white - handcuffed together to promote racial harmony, people perceived that a white man was arresting a black man. This is an example of ________.

A) the halo effect
B) a consumer stereotype
C) the persistence of first impressions
D) effective product positioning
E) perceptual blocking

Question 22

Marketers take advantage of ________ when they extend a brand name associated with one line of products to another.

A) physical appearances
B) perceptual blocking
C) the halo effect
D) the persistence of first impressions
E) consumers' tendency to jump to conclusions

Question 23

To simplify life, people have a natural tendency to select stimuli from the environment and organize them into groups and perceive them as a unified whole. In a perception context, this is known as ________.

A) figure-ground
B) perceptual blocking
C) perceptual mapping
D) grouping
E) closure

Question 24

Which of the following is NOT true about the effect of expectations and motives on perceptions?

A) People see what they expect to see based on familiarity, previous experience, and expectations.
B) Stimuli that conflict sharply with expectations often receive less attention than those that conform to expectations.
C) Irrelevant sexuality can distract from the ad's main message.
D) People tend to perceive the things they need or want.
E) There is decreased awareness of stimuli that are irrelevant to a consumer's needs.

Question 25

________ is a concept related to perception. People actively seek out messages that they find pleasant and actively avoid painful or threatening ones.

A) Selective attention
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual organization

Question 26

Canada requires tobacco firms to feature graphic health warnings on cigarette packs. In a perception context, this is to try to combat ________ where people no longer pay attention to the warning labels on packets.

A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual differentiation
E) perceptual organization

Question 27

Ragu, a maker of spaghetti sauces, chose to launch some of its most successful flavors in the new pouch packaging format in order to take advantage of ________ to gain quick customer acceptance of the new format.

A) perceptual mapping
B) Gestalt psychology
C) the halo effect
D) selective exposure
E) consumers' need for closure

Question 28

Which of the following does NOT provoke attention?

A) shocking images
B) contrasting images
C) adaptation
D) unrealistic images
E) contrasting sounds

Question 29

Listening to the radio on the way home from work, Paul is particularly aware of an ad for McDonald's because he is getting hungry. This is an example of ________.

A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization

Question 30

________ refers to consumers' heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs.

A) Selective attention
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual organization

Question 31

________ refers to consumers' perceptions of all the components of products, services, and brands, and to how consumers evaluate the quality of marketers' offerings.

A) First impressions
B) Consumers' stereotypes
C) Consumer imagery
D) Symbolic features
E) Symbolic attributes

Question 32

________ is consumers' heightened awareness of stimuli that meet their needs or interests and minimal awareness of stimuli irrelevant to their needs.

A) Selective attention
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual differentiation

Question 33

After buying a Mini Cooper, Kate began paying more attention to advertisements for Mini and spent more time on websites reading about how much Mini drivers love their cars because she was sympathetic to these messages and found them pleasant. This is an example of ________.

A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization

Question 34

________ occurs when consumers tune into messages that they find pleasant or with which they are sympathetic, and they actively avoid painful or threatening ones.

A) Defensive stimulation
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual organization

Question 35

Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. This is consistent with the perception factor of ________.

A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual differentiation
E) perceptual organization

Question 36

Individuals express their need for ________ by organizing their perceptions so that they form a complete picture.

A) closure
B) interpretation
C) grouping
D) figure-ground patterns
E) exposure

Question 37

When stimuli are highly ambiguous, an individual will usually ________.

A) ignore them
B) block them out
C) interpret them according to one's own needs, wishes, and interests
D) take extra time to understand the intentions of the source
E) consult others as to their meaning

Question 38

In the figure and ground principle of Gestalt psychology, ________.

A) the ground is usually perceived as distinct and central to the image
B) the common line that separates the figure and the ground is generally attributed to the ground
C) figure and ground relationships are always interpreted in the same way
D) figure typically appears to be subordinate to ground and, therefore, less important
E) the ground is usually perceived as indefinite, hazy, and continuous

Question 39

In product placement scenarios, marketers place an advertised product into a TV show or film by having it used by the cast, integrated into the plot, or associated with a character. In product placements, the product is considered the ________ and the show is the ________.

A) entertainment; brand
B) figure; ground
C) ground; perceptual organization
D) perceptual block; perceptual organization
E) ground; figure

Question 40

Which of the following is true of the relationship between consumers' perceptions and their motives?

A) In general, there is a heightened awareness of stimuli that are irrelevant to consumers' needs.
B) The stronger the consumer's need, the greater the tendency to ignore related stimuli in the environment.
C) In general, there is decreased awareness of stimuli that are relevant to consumers' needs.
D) The stronger the consumer's need, the greater the tendency to pay attention to related stimuli in the environment.
E) Consumers tend to pay equal attention to all advertising, regardless of their needs at any given time.

Question 41

Consumers are more likely to view price as an indicator of quality if ________.

A) they have little information to go on
B) they are confident in their ability to make the product or service choice
C) they are experts
D) they are familiar with the store where the product is purchased
E) they are familiar with the product or service

Question 42

Which of the following is NOT a strategy that helps consumers engage in dissonance reduction when they encounter prices that are significantly different from their expectations?

A) seeking additional information
B) forming cognitions that justify the high price
C) perceiving the price as within the given acceptable price range
D) considering buying other brands
E) trivializing some aspects of the buying situation

Question 43

________ are physical characteristics of the product itself, such as size, color, flavor, or aroma.

A) Intrinsic cues
B) Product quality ratings
C) Extrinsic cues
D) Brand images
E) Brand personalities

Question 44

The most widely accepted framework for researching service quality stems from the premise that a consumer's evaluation of service quality is a function of the ________ of the gap between the customer's expectations of service and the customer's assessment of the service actually delivered.

A) type and physical characteristics
B) intangible attributes
C) extrinsic cues
D) magnitude and direction
E) intrinsic cues

Question 45

Barry has avoided purchasing a new laptop because prices keep falling and he is worried that, if he buys a laptop today, the same laptop will be cheaper in six months. Barry perceives ________ associated with the purchase of a new laptop.

A) financial risk
B) social risk
C) psychological risk
D) functional risk
E) time risk

Question 46

Which of the following is true of services?

A) It is more difficult for consumers to evaluate the quality of products than the quality of services.
B) Services are simultaneously produced and consumed.
C) Services are tangible.
D) Services are highly consistent in quality.
E) Services are durable.

Question 47

________ is the customer's view of the value that he or she receives from the purchase.

A) Reference price
B) Perceived price
C) Efficiency price
D) Value price
E) Differential price

Question 48

The purpose of institutional advertising is to ________.

A) promote a specific product line
B) promote a specific retail outlet as a way of improving the manufacturer's image through the retail store image
C) boost the corporate image
D) enter a product category totally unrelated to the one with which the corporate name has become synonymous
E) promote the product category as a whole

Question 49

Why would a brand want to update its image?

A) to create emotional bonds between brands and consumers
B) to fulfill a need in a straightforward way
C) to be more similar to competitors
D) to hide its core benefit
E) to be perceived as a "me too" offering

Question 50

________ is any price that a consumer uses as a basis for comparison in judging another price.

A) Reference price
B) Perceived price
C) Efficiency price
D) Value price
E) Differential price

Question 51

Alice needs a new cell phone, but is anxious about which phone she should buy. Many of her friends own popular phone models but complain about lost calls, short battery life, and poor predictive text functionality. While she has identified several attractive phone models, she doesn't feel like she can really try the phones out in such an artificial setting and is nervous that she might pick a phone that doesn't work as well as she had hoped. Alice perceives ________ associated with the purchase of a new phone.

A) financial risk
B) social risk
C) psychological risk
D) functional risk
E) time risk

Question 52

Which of the following is an illustration of a price discount that would be viewed as most favorable given the "right side effect"?

A) a discount from $26 to $25
B) a discount from $22 to $21
C) a discount from $19 to $18
D) a discount from $16 to $15
E) a discount from $39 to $38

Question 53

________ is the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions.

A) Reference price
B) Service quality
C) Brand image
D) Intrinsic cues
E) Perceived risk

Question 54

________ measures the gaps between customers' expectations of services and their perceptions of the actual service delivered.

A) Reference price
B) The SERVQUAL scale
C) The Service Index
D) Brand image
E) The Tangibility Index

Question 55

________ is promotion that is designed to promote a company's overall image without overtly referring to specific products.

A) Status advertising
B) Institutional advertising
C) Store image
D) Brand image
E) Global advertising

Question 56

Which of the following is NOT a dimension measured in the SERVQUAL scale?

A) reliability
B) responsiveness
C) assurance
D) empathy
E) ignorance

Question 57

Which of the following is least likely to convey a fragrance brand's image on its own?

A) the product's name
B) the product's appearance
C) the product's packaging
D) the product's features
E) the product's fragrance

Question 58

When consumers buy the most expensive model to mitigate the risk of purchasing a poorly performing product, they are using ________ to minimize their risk.

A) information-seeking behavior
B) brand loyalty
C) narrow categorization
D) the price-quality relationship
E) perceptual blocking

Question 59

________ is time spent in product search that may be wasted if the product does not perform as expected.

A) Financial risk
B) Social risk
C) Psychological risk
D) Functional risk
E) Time risk

Question 60

Low-risk perceivers have been described as broad categorizers and tend to ________.

A) make their choices from a wide range of alternatives
B) limit their choices to a few safe options
C) exclude some perfectly good alternatives in order to minimize the chance of a poor selection
D) avoid new products about which they know little
E) be very brand loyal

Question 61

Positioning Joy (a fragrance brand) as "the costliest perfume in the world" is an example of ________.

A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question 62

What is the FIFTH step in the positioning process?

A) Create a positioning statement focused on the benefits and value that the product provides.
B) Determine the target market's preferred combination of attributes.
C) Define the market in which the product or brand competes, relevant buyers and competitors.
D) Develop a distinctive, differentiating, value-based positioning concept.
E) Research how consumers perceive competing offerings on relevant attributes.

Question 63

Lola is concerned about the impact of genetically modified ingredients found in foods on the long-term health of her family members. She is perceiving ________ risk.

A) financial
B) psychological
C) time
D) physical
E) functional

Question 64

Campbell's slogan "soup is good food" is an example of ________.

A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question 65

If a cell phone company, Mobile Power, offers a warranty on their phones as an assurance their phones will perform as expected, it is likely an attempt to help mitigate consumers' perception of ________.

A) functional risk
B) financial risk
C) psychological risk
D) social risk
E) physical risk

Question 66

The image and unique identity of a product, service, or brand in consumers' minds is called its ________.

A) position
B) perception
C) segment
D) target
E) imposition

Question 67

What is the FOURTH step in the positioning process?

A) Create a positioning statement focused on the benefits and value that the product provides.
B) Determine the target market's preferred combination of attributes.
C) Define the market in which the product or brand competes, relevant buyers and competitors.
D) Develop a distinctive, differentiating, value-based positioning concept.
E) Research how consumers perceive competing offerings on relevant attributes.

Question 68

If a consumer is concerned he will be embarrassed when his friends see him with a particular product, he is perceiving ________ risk.

A) financial
B) psychological and social
C) time
D) physical
E) functional

Question 69

If a mobile phone company, Mobile Power, offers a money-back guarantee to offset concerns that the product will not be worth its cost, it is an attempt to help mitigate consumers' perception of ________.

A) functional risk
B) financial risk
C) psychological risk
D) social risk
E) physical risk

Question 70

Ragu, a spaghetti sauce maker, has decided to launch its most popular sauce flavors in a small pouch format that is more convenient to use. When they choose to launch their most popular sauce flavors, which are "tried and true," instead of new flavors, Ragu is trying to appeal to ________.

A) low-risk perceivers
B) broad categorizers
C) consumer innovators
D) narrow categorizers
E) process-oriented consumers

Question 71

Ragu, a spaghetti sauce maker, has decided to launch its most popular sauce flavors in a small pouch format that is more convenient to use. When they choose to launch their most popular sauce flavors, which are "tried and true," instead of new flavors, Ragu is seeking to minimize consumers' perception of ________.

A) physical risk
B) functional risk
C) psychological risk
D) financial risk
E) time risk

Question 72

Which of the following is NOT a way for a consumer to overcome perceived risk?

A) use a random choice model
B) seek information
C) remain brand loyal
D) rely on store image
E) buy the most expensive model

Question 73

Positioning Bounty, a paper towels brand, as "the quicker picker upper" is an example of ________.

A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question 74

The ________ of a product or service is the process by which a company creates a distinct image and identity for its products, services, and brands in consumers' minds.

A) segmentation
B) target
C) positioning
D) psychographic inventory
E) concentrated marketing strategy

Question 75

The New York Times' positioning as "All the news that's fit to print" is an example of ________.

A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question 76

McDonald's slogans "You deserve a break today," "Make every time a good time," and "I'm Lovin' It" are examples of ________.

A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question 77

What is the THIRD step in the positioning process?

A) Create a positioning statement focused on the benefits and value that the product provides.
B) Determine the target market's preferred combination of attributes.
C) Define the market in which the product or brand competes, relevant buyers and competitors.
D) Develop a distinctive, differentiating, value-based positioning concept.
E) Research how consumers perceive competing offerings on relevant attributes.

Question 78

________ is a statement or slogan that describes a company's character without referring to its specific branded products.

A) Premier position
B) Positioning against competition
C) Umbrella positioning
D) Key attribute positioning
E) Un-owned perception positioning

Question 79

________ focuses on a brand's exclusivity to give the consumer a reason to buy the product.

A) Premier position
B) Positioning against competition
C) Umbrella positioning
D) Key attribute positioning
E) Un-owned perception positioning

Question 80

Jeff wants to switch mobile phone carriers, but is concerned that if he switches, he may have to compare all the different carriers' calling plans again if he experiences a lot of "dropped calls" with his new provider. He is perceiving ________ risk.

A) financial
B) psychological
C) time
D) physical
E) functional