Question 1

Which of the following is true of JND?

Accepted Answer

Increasing prices below consumers' Just Noticeable Difference (JND) is likely to go unnoticed by consumers, as the change is too small to be detected.

Question 2

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

Accepted Answer

When a product is scented, the memory of the non-scent-related attributes increases because the scent acts as a distinctive cue that enhances the recall of other attributes associated with the product.

Question 3

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

Accepted Answer

The absolute threshold refers to the minimum level of stimulus intensity needed for a stimulus to be detected. Since the two people spot the billboard at different times, it indicates that their minimum levels of stimulus intensity for detection (in this case, seeing the billboard) are different, hence different absolute thresholds.

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 ________.

Accepted Answer

Sensory adaptation refers to the process by which our senses adjust to constant stimuli, leading us to notice them less over time. In this scenario, John's decreased awareness of the billboard he passes daily is a classic example of sensory adaptation, where his senses have adjusted to the constant presence of the billboard, making it less noticeable to him.

Question 5

Weber's law states that ________.

Accepted Answer

Weber's law states that the just noticeable difference (JND) between two stimuli is proportional to the magnitude of the stimuli. This means that as the intensity of the initial stimulus increases, a greater difference is required for the second stimulus to be perceived as different.

Question 6

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

Accepted Answer

These are all examples of stimuli, as they are external factors that can influence an individual's sensory experience and perception, often used in marketing and advertising to attract attention and elicit responses.

Question 7

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

Accepted Answer

Perception is subjective because it is influenced by an individual's personal experiences, beliefs, and biases, leading to different interpretations of the same sensory input by different people.

Question 8

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

Accepted Answer

The Just Noticeable Difference (JND) concept suggests that marketers should aim to make changes that are noticeable enough to not be ignored but not so drastic that they alienate or confuse consumers. Option E is incorrect because it advises marketers to always make dramatic changes, which contradicts the principle of maintaining a balance to ensure consumer recognition and acceptance.

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 ________.

Accepted Answer

Perception is the term used to describe the process through which individuals select, organize, and interpret sensory information to form a meaningful picture of the world around them.

Question 10

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

Accepted Answer

Individuals act and react based on their perceptions, not on the basis of objective reality. This is because people interpret and give meaning to their environment and situations through their own lens, which is shaped by their personal experiences, beliefs, and attitudes, rather than responding directly to the objective nature of those situations.

Question 11

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

Accepted Answer

Perception is the process by which individuals interpret and organize sensation to produce a meaningful experience of the world, essentially how we see or perceive the world around us.

Question 12

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

Accepted Answer

Sensation is the process by which sensory receptors and the nervous system receive and represent stimulus energies from our environment, making it the immediate and direct response of the sensory organs to stimuli.

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 ________.

Accepted Answer

These examples illustrate ambush marketing, where brands place their advertisements in unexpected places to capture consumer attention without traditional advertising methods.

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 ________.

Accepted Answer

This technique is used to overcome sensory adaptation, which occurs when consumers become accustomed to a certain level of sensory input and no longer pay attention to it. By changing the sensory input, advertisers can regain the consumer's attention.

Question 15

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

Accepted Answer

As sensory input decreases, our ability to detect changes in input or intensity increases, due to the principle of sensory adaptation. This means when there's less overall stimulation, we're more sensitive to variations.

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 ________.

Accepted Answer

Subliminal perception occurs when a stimulus is too weak (below the threshold of conscious perception) but can still influence thoughts, feelings, or actions without the individual being consciously aware of it.

Question 17

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

Accepted Answer

The absolute threshold is the minimum intensity of a stimulus that one can detect 50% of the time, essentially distinguishing between perceiving something versus nothing at all.

Question 18

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

Accepted Answer

Consumers often have preconceived notions or expectations about products, which can shape how they perceive and interpret information about those products. This means their perceptions are influenced by their expectations, leading them to see and understand products in a way that aligns with what they already expect.

Question 19

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

Accepted Answer

The differential threshold, also known as the just noticeable difference (jnd), is the minimal difference in magnitude between two stimuli that can be detected.

Question 20

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

Accepted Answer

Sensory adaptation refers to the diminished sensitivity to a stimulus as a consequence of constant exposure to that stimulus. In the context of advertising, this means consumers may become so accustomed to an ad that they no longer notice it, which is why advertisers continuously change their campaigns.

Quiz 4: Consumer Perception and Positioning