Exam 3: Perception

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?

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 ________.

Which of the following is most relevant to a company that wants to position a new brand on price leadership?

The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________.

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.

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.

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?

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.

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

Size, color, position, and novelty are all strategies for creating which of the following?

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

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

The process by which people select, organize, and interpret sensations is called ________.

As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value.

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

According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases.

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

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.

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