Question 1

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

Accepted Answer

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. 
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 2

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

Accepted Answer

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

Question 3

In one type of perceptual defense, individuals sometimes unconsciously distort information that is not consistent with their needs, values, and beliefs.

Accepted Answer

A) True 
 B)False

Question 4

Products and brands have symbolic value for individuals, who evaluate them on the basis of their consistency with their personal pictures of themselves.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

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 
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 6

What are the types of perceived risk consumers have to deal with?

Accepted Answer

1. Functional risk: that the product wil

Question 7

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

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

Question 8

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

Accepted Answer

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 
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 9

The purpose of institutional advertising is to ________.

Accepted Answer

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 
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 10

Weber's law states that ________.

Accepted Answer

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 
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 11

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

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

Question 12

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

Accepted Answer

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 
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 13

Deliberate blurring of figure and ground, as when Absolut Vodka embeds the distinct shape of its bottle in a print image, can result in greater engagement of the audience with the advertisement.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

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

Question 15

Which of the following is true of JND?

Accepted Answer

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. 
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.

Question 16

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

Accepted Answer

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

Question 17

Describe three of the commonly used positioning strategies and provide an example of each.

Accepted Answer

Answers should include three of the foll

Question 18

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 ________.

Accepted Answer

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

Question 19

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?

Accepted Answer

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 
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 20

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 ________.

Accepted Answer

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

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

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

In one type of perceptual defense, individuals sometimes unconsciously distort information that is not consistent with their needs, values, and beliefs.

Products and brands have symbolic value for individuals, who evaluate them on the basis of their consistency with their personal pictures of themselves.

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

What are the types of perceived risk consumers have to deal with?

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 ________.

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

The purpose of institutional advertising is to ________.

Weber's law states that ________.

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 ________.

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

Deliberate blurring of figure and ground, as when Absolut Vodka embeds the distinct shape of its bottle in a print image, can result in greater engagement of the audience with the advertisement.

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

Which of the following is true of JND?

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

Describe three of the commonly used positioning strategies and provide an example of each.

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 ________.

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?

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 ________.

Consumer Behavior: Information-Driven Consumer Behavior

Market Segmentation and Real-Time Bidding

Consumer Motivation and Personality

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-Of-Mouth

The Family and Its Social Class Standing

Cultures Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Consumer Research

Filters

Exam 4: Consumer Perception and Positioning

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

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

In one type of perceptual defense, individuals sometimes unconsciously distort information that is not consistent with their needs, values, and beliefs.

Products and brands have symbolic value for individuals, who evaluate them on the basis of their consistency with their personal pictures of themselves.

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

What are the types of perceived risk consumers have to deal with?

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 ________.

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

The purpose of institutional advertising is to ________.

Weber's law states that ________.

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 ________.

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

Deliberate blurring of figure and ground, as when Absolut Vodka embeds the distinct shape of its bottle in a print image, can result in greater engagement of the audience with the advertisement.

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

Which of the following is true of JND?

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

Describe three of the commonly used positioning strategies and provide an example of each.

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 ________.

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?

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 ________.

Consumer Behavior: Information-Driven Consumer Behavior

Market Segmentation and Real-Time Bidding

Consumer Motivation and Personality

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-Of-Mouth

The Family and Its Social Class Standing

Cultures Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumer Decision Making and Diffusion of Innovations

Marketing Ethics and Social Responsibility

Consumer Research

Filters

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