Question 1

_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

Accepted Answer

Organization affects consumer interpretation and categorization.

Question 2

The physiological ability of an individual to distinguish between similar stimuli is called _____.

Accepted Answer

This involves such variables as the sound of stereo systems, the taste of food products, or the clarity of display screens.

Question 3

An advertiser that surrounds its ads with positive programming _____.

Accepted Answer

There is a concern about how the programming surrounding an ad will affect interpretation of the ad.

Question 4

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____.

Accepted Answer

The higher the initial level of an attribute, the greater that attribute must be changed before the change will be noted.

Question 5

_____ involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background.

Accepted Answer

This strategy is often used in advertising, where the goal is to make the brand stand out as the prominent focal object.

Question 6

The size, shape, and color are specific _____ of the stimulus that can affect interpretation.

Accepted Answer

The meaning of many stimulus traits is learned.

Question 7

Which of the following is an individual characteristic that influences interpretation?

Accepted Answer

Expectations is an individual characteristic that influences interpretation.

Question 8

Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as _____.

Accepted Answer

Consumers use available data and then their own ideas to draw conclusions about information that is not provided.

Question 9

Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even watch because they make her cry. This trait is known as _____.

Accepted Answer

Some people experience emotions more strongly than do others, which is a trait known as affect intensity.

Question 10

_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

Accepted Answer

Advertisers will often use incomplete stimuli in this manner because closure is often an automatic response by consumers.

Question 11

Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not, is known as _____.

Accepted Answer

A common form of ambush marketing is to advertise heavily during an event.

Question 12

Swiss Miss instant hot chocolate uses images of Winter Olympic athletic events with athletes and fans warming up to a mug of their instant cocoa. While Swiss Miss is not an official sponsor of the Winter Olympics, consumers viewing the ads might reasonably infer that they were. What type of marketing is this?

Accepted Answer

Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not, is known as ambush marketing.

Question 13

Some people are known as "super tasters" because they have a higher concentration of taste buds compared to normal people. As a result, they tend to dislike the taste of broccoli because they claim it is too bitter. What type of trait is this?

Accepted Answer

From a physiological standpoint, consumers differ in their sensitivity to stimuli.

Question 14

When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as _____.

Accepted Answer

This is a subtle form of deception because companies are not making direct false claims.

Question 15

_____ involve(s) the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline.

Accepted Answer

Rhetorical figures such as rhymes, puns, and metaphors have been shown to increase consumer attention and influence their feelings and perceptions of the brand.

Question 16

Color and the nature of the programming surrounding the brand's advertisement are examples of _____ present in the situation that can play a role in consumer interpretation independent of the actual stimulus.

Accepted Answer

Color can be a contextual cue.

Question 17

Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the _____.

Accepted Answer

Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the expectation bias.

Question 18

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself?

Accepted Answer

A variety of situational characteristics have an impact on interpretation.

Question 19

Which of the following is NOT a situational characteristic influencing interpretation?

Accepted Answer

Time pressure, mood, number of other individuals present, and nature of the material surrounding the message are all situational characteristics influencing interpretation.

Question 20

_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

Accepted Answer

Sometimes proximity comes from the stimulus itself.

Quiz 8: Perception