Quiz 3: Perception

The process by which people select, organize, and interpret sensations is called ________. A) consumption B) perception C) adaption D) application

Which term refers to sensations that subtly influence how we think about a product? A) Perception B) Hedonic consumption C) Context effect D) Respondents

Companies that think carefully about the impact of sensations on product experiences are practicing ________. A) hedonic consumption B) need marketing C) want marketing D) sensory marketing

As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value. A) hedonic B) Gestalt C) embedded D) referent

The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________. A) phoneme B) schema C) sensory input D) interpretant

In the Western Countries the color black is often associated with ________. A) mourning B) innocence C) fear D) cult

Research has indicated that the color ________ creates feelings of arousal and stimulates appetite. A) blue B) red C) yellow D) black

Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes? A) sound symbolism B) audio watermarking C) semiotics D) the principle of similarity

When Coke weaves a sound into a piece of music, the advertisement is using ________. A) sound marketing B) audio watermarking C) sound watermarking D) music marketing

A philosophy that translates customers' feelings into design elements is called ________ engineering. A) Kansei B) Sigma C) relationship D) reverse

The ________ sense appears to moderate the relationship between product experience and judgment confidence. A) sound B) haptic C) taste D) sight

The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________. A) advertising bombardment B) sensory overload C) sensory shifting D) circuit overcapacity

Processing information from more than one medium at a time is known as ________. A) multitasking B) perceptual hyperactivity C) perceptual chunking D) interactive attention

Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________. A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation

Size, color, position, and novelty are all strategies for creating which of the following? A) contrast B) adaptation C) vigilance D) thresholds

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 is affecting Mary's response to the ads? A) perceptual vigilance B) perceptual defense C) contrast D) adaptation

As people's income rise, they are more likely to prefer additional experiences over additional possessions.

A process by which the way a word sounds influences our assumptions about a product's attributes is called sound symbolism.

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

Colors look duller to older people, which is why they prefer white and other bright tones.

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

Haptic senses refers to a consumer's sense of touch.

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.

Research has shown that Kansei engineering can be an effective way to design products. Explain how Kansei engineering works and give an illustration that demonstrates your understanding.

Explain the term "trade dress" and give an example.

Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter?

When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs. A) just noticeable difference B) retention C) subliminal suggestion D) exposure

The minimum difference that can be detected between two stimuli is known as the ________. A) absolute threshold B) gradual differentiation C) just noticeable difference D) graded difference

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli. A) absolute B) differential C) intensity D) relative

According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change. A) more common B) stronger C) weaker D) more unusual

A stage in the perception process is ________. A) exposure B) attention C) interpretation D) all of the above

If a consumer chooses not to perceive, they are reaching a(n) ________. A) just noticeable difference B) differential threshold C) sensory threshold D) absolute threshold

According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases. A) adapt B) habituate C) prime D) overload

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail. A) exposure B) vigilance C) discrimination D) relevance

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged? A) exposure B) attention C) adaptation D) interpretation

A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists? A) the intensity threshold B) the differential threshold C) the absolute threshold D) the relative threshold

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

One of the principles of psychophysics is that change in the physical environment is not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her? 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 customer's how "sweet" the new drink is.

Which of the following is most relevant to a company that wants to position a new brand on price leadership? A) Gestalt psychology B) Weber's Law C) augmented reality D) the closure principle

Which term refers to perception that is below the level of the consumer's awareness? A) perceptual vigilance B) relative difference C) subliminal perception D) attention

Tiny figures that are inserted in magazine advertising via high-speed photography or airbrushing are called ________. A) embeds B) hidden images C) attention images D) novelties

When Coca-Cola embeds sexual images in their advertising, they are using ________. A) sensory marketing B) attention marketing C) subliminal perception D) threshold marketing

Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising? A) Subliminal messages are below the threshold of perception, so they cannot be utilized in marketing. B) Subliminal ads can be effective, but customers do not like them; therefore marketers avoid them. C) There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising. D) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have specific effects.

When we ________ products, we evaluate them using schemas we typically apply to classify people. A) prime B) filter C) imprint D) anthropomorphize

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

The ________ perspective is best summarized by the saying "The whole is greater than the sum of its parts." A) Freudian traits analysis B) Weber's law C) Gestalt D) Kansei

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

________ refers to the extent to which processing activity is devoted to a particular stimulus. A) Subliminal perception B) Sensory marketing C) An embed D) Attention

When consumers see only what they want to see-don't see what they don't want to see it is called ________. A) perceptual retention B) perceptual contrast C) perceptual defense D) perceptual attention

Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________. A) sensory inputs emanating from the external environment B) sensory inputs emanating from the internal environment C) emotional outputs D) decision sequences dictated by sensory outputs

________ refers to the meanings we assign to sensory stimuli. A) Contrast B) Perception C) Interpretation D) Cues

In the past, ketchup formed an unbecoming "scum" on its surface when exposed to air, so manufacturers created the traditionally shaped ketchup bottle with the narrow opening. When chemicals were developed to reduce the oxidation, it was then possible to sell ketchup in more conveniently shaped containers. Customers, however, rejected bottles that didn't have the traditional ketchup shape. This is an example of the power of ________ in the marketplace. A) sensory overload B) thresholds C) hyperreality D) schema

All consumers carry schemata in their minds when they enter the marketplace. According to the principles of perceptual vigilance and defense, a marketer should be careful to create a promotion for the new product that ________. A) conforms to the consumers' schemata B) violates the customers' schemata C) requires that customers defend their current views about the product category D) is simple and easy to understand

Perception refers to the immediate response of our sensory receptors to basic stimuli.

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

Interpretation is the last stage of the perceptual process.

The first step in the perception process is called exposure.

When consumers are exposed to far too much information they are experiencing sensory overload.

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

The absolute threshold is an important consideration when a marketing stimuli is designed.

Weber's Law states that the intensity of the stimulus is greater if its duration is increased.

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.

Consumers are more likely to be aware of stimuli that relate to their current needs. This is an example of perceptual vigilance.

Novelty in the form of interruption intensifies our experiences, increases our enjoyment of pleasant stimuli and amplifies our dislike of unpleasant stimuli.

The location of a product's image on a package influences the way our brains make sense of it; we perceive objects lower in a frame to be heavier than objects higher in the frame and objects on the right side of a frame heavier than those on the left side of the frame.

According to the retailer's rule of thumb based on the closure principle, when a sale catalog is created, the prices (on average) of the products in the catalog should be reduced by about 20 percent.

You can understand the following uniquely-printed sentence because of the Gestalt principle of closure. Perception is imptant in undrstdng consmr bhavr.

When consumers become aware of stimuli that relate to their currents needs, they are practicing perceptual vigilance.

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?

What is the difference between sensation and perception?

What is a just noticeable difference (j.n.d)?

Outline and explain the parts of the perceptual process that would allow a shopper to recognize a ketchup bottle in a supermarket.

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.

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?

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.

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

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.

Describe multitasking and explain why multitasking is a concern for marketers?

Explain the closure principle.

A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations. A) icon B) index C) symbol D) schema

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice? A) subliminal persuasion B) figure-ground projection C) semiotic relationships D) consumer-modeling connections

The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors. A) positioning strategy B) Gestalt psychology C) sensory signature D) priming strategy

Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace. A) sensory signature B) position C) priming D) trade dress

________ is a discipline that studies the correspondence between signs and symbols and their meaning. A) Interpretation B) Semiotics C) Indexing D) Symbolism

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? 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 explaining the historic importance of baking soda in germ protection

On Breaking Bad. the popular television drama, the fictional Los Pollos Hermanos is a popular fast-food chain. Many Breaking Bad Web sites now sell items bearing the Los Pollos Hermanos name and logo. This is an example of hyperreality.

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

An index is a sign that connects to a product because they share some property.

What does the study of semiotics attempt to do?

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.

When Ford says that "Quality is Job #1" they are practicing a positioning strategy. Explain positioning.