Exam 2: Consumer and Social Well-Being

Michael, a researcher, is studying how consumers interpret the meaning of an advertisement for a popular beverage manufacturer. Michael is most likely a researcher in what field?

Lois was not pleased when she realized that the box of candies did not have as many in it as it used to. When she compared the package to the previous package she had bought the changes were hardly discernible. This is an example of the use of Weber's Law.

Which of the following statements in true?

Sensation cannot exist without perception.

A blue chair has the ability to stimulate which feeling:

Mia used yellow, green and orange for her Web page, since she knew these hues captured attention.

The letters "J N D" stand for _ .

Why is the choice of which colour(s) to use such a sensitive one for marketers? Why is this important in regards to demographic characteristics?

Greg is looking to buy a new pair of basketball shoes. His perception of Nike shoes will be solely based on the shoe's functional attributes.

Discuss three ways, providing an example of each, in which Weber's Law can be applied in a retail store setting.

Some colour combinations for packages become so well- known that marketers have successfully sought legal protection for their right to exclusive use, e.g., Eastman Kodak for its yellow, black, and red film packages. This colour combination becomes known as the company's:

You can understand the following sentence because of the Gestalt principle of closure. Perskction is imphlcant in undurwsfjling conlhmer behlshor

Vasi, a product manager at Kraft Foods, is reading a focus group report on tests regarding new ads for Kraft Peanut Butter. He has found that the messages consumers received are different from what Kraft intended. This is most likely due to:

Julia Louis- Dreyfus appears in a show called The New Adventures of Old Christine. Interestingly, she also appears in commercials that play during the show. This is a technique known as:

Readership ad scores in magazines increase in proportion to the _ _ of the ad.

Sensory inputs is another term for:

There is evidence to indicate that differences exist between genders in regards to the sense of smell.

In consumer behaviour, the concept behind a product's market position implies that:

Gary illustrated how consumers draw from their organized collection of beliefs or feelings when making a purchase decision. Among his beliefs were that colognes heightened romantic appeal, that fancy French- sounding names were feminine, that thick cloying scents were like those his old aunts would use. The black bottle of Drakkar Noir was exotic, mysterious- looking, just right. His evaluations stem from his:

Consumers pay attention to a large portion of information directed to them, but can only retain some of it.