Question 1

Define the steps of the perceptual process.

Accepted Answer

Sensory exposure occurs when a stimulus

Question 2

According to your readings on color, blue is associated with optimism, happiness, light, and cleanliness.

Accepted Answer

A) True 
 B)False

Question 3

_____ is the tendency for a person to perceive an incomplete picture as complete, consciously or subconsciously.

Accepted Answer

A)  Grouping 
B)  Sensory proximity 
C)  Subliminal priming 
D)  Closure 
E)  Concreteness 
A)  Grouping 
B)  Sensory proximity 
C)  Subliminal priming 
D)  Closure 
E)  Concreteness

Question 4

Which of the following variables influence the vividness of a product claim?

Accepted Answer

A)  Complexity 
B)  Intensity 
C)  Novelty 
D)  Salience 
E)  Concreteness 
A)  Complexity 
B)  Intensity 
C)  Novelty 
D)  Salience 
E)  Concreteness

Question 5

Define "salient stimuli."

Accepted Answer

Salient stimuli are those perceptual sti

Question 6

Salient and vivid stimuli both draw attention involuntarily.

Accepted Answer

A) True 
 B)False

Question 7

Adaptation is the assumption that everyone perceives the world as I do.

Accepted Answer

A) True 
 B)False

Question 8

The bare minimum level or amount of stimulus needed for an individual to experience sensation is called what?

Accepted Answer

A)  Absolute Threshold 
B)  Perceptual baseline 
C)  Perceptual Absolutism 
D)  Just noticeable difference 
E)  Weber's Law 
A)  Absolute Threshold 
B)  Perceptual baseline 
C)  Perceptual Absolutism 
D)  Just noticeable difference 
E)  Weber's Law

Question 9

According to your readings on color, which color is most associated with appetite and sexual arousal?

Accepted Answer

A)  Blue 
B)  Black 
C)  Red 
D)  Green 
E)  White 
A)  Blue 
B)  Black 
C)  Red 
D)  Green 
E)  White

Question 10

The ways in which new environmental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge.

Accepted Answer

A) True 
 B)False

Question 11

Consumers cannot attend to all stimuli to which they are exposed, primarily because __________ is limited.

Accepted Answer

A)  sensation 
B)  cognitive capacity 
C)  perception 
D)  adaptation 
E)  None of the above is correct. 
A)  sensation 
B)  cognitive capacity 
C)  perception 
D)  adaptation 
E)  None of the above is correct.

Question 12

Simple stimuli tend to encourage adaptation because they don't require much cognitive capacity to process.

Accepted Answer

A) True 
 B)False

Question 13

What is vivid to one person is vivid for everyone.

Accepted Answer

A) True 
 B)False

Question 14

The intensity of a stimulus, such as loudness, brightness, or length, affects vividness, and in turn, induces attention.

Accepted Answer

A) True 
 B)False

Question 15

Vivid stimuli are emotionally interesting, concrete and imagery provoking, or proximate.

Accepted Answer

A) True 
 B)False

Question 16

A person's ability to pay attention is high when arousal is extreme.

Accepted Answer

A) True 
 B)False

Question 17

The perceptual process has the following steps: Sensory Exposure; Attention; Adaptation; Comprehension.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following about sensory thresholds is false?

Accepted Answer

A)  As a rule of thumb, a billboard should contain no more than six words because of typical human sensory thresholds. 
B)  The just noticeable difference is the amount of incremental change required for a person to detect a difference between two sensory stimuli. 
C)  Adaptation is the process of becoming desensitized to sensual stimuli. 
D)  Decreasing the amount of product offered in a package while staying below the just noticeable difference is called package-pricing. 
E)  Marketers always want product changes to fall below the just noticeable difference. 
A)  As a rule of thumb, a billboard should contain no more than six words because of typical human sensory thresholds. 
B)  The just noticeable difference is the amount of incremental change required for a person to detect a difference between two sensory stimuli. 
C)  Adaptation is the process of becoming desensitized to sensual stimuli. 
D)  Decreasing the amount of product offered in a package while staying below the just noticeable difference is called package-pricing. 
E)  Marketers always want product changes to fall below the just noticeable difference.

Question 19

Important ways for marketers to create salience are through novelty, intensity, and complexity.

Accepted Answer

A) True 
 B)False

Question 20

When Terri entered her apartment after class one day, she detected a slight smell of onions and garlic on the air. Her roommate must be cooking something special. After a few minutes in the apartment, Terri could no longer small the aroma. Terri is experiencing:

Accepted Answer

A)  a compromise effect 
B)  an adaptation effect 
C)  a vividness effect 
D)  a Weber's Law effect 
E)  a sleeper effect 
A)  a compromise effect 
B)  an adaptation effect 
C)  a vividness effect 
D)  a Weber's Law effect 
E)  a sleeper effect

Define the steps of the perceptual process.

According to your readings on color, blue is associated with optimism, happiness, light, and cleanliness.

_____ is the tendency for a person to perceive an incomplete picture as complete, consciously or subconsciously.

Which of the following variables influence the vividness of a product claim?

Define "salient stimuli."

Salient and vivid stimuli both draw attention involuntarily.

Adaptation is the assumption that everyone perceives the world as I do.

The bare minimum level or amount of stimulus needed for an individual to experience sensation is called what?

According to your readings on color, which color is most associated with appetite and sexual arousal?

The ways in which new environmental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge.

Consumers cannot attend to all stimuli to which they are exposed, primarily because __________ is limited.

Simple stimuli tend to encourage adaptation because they don't require much cognitive capacity to process.

What is vivid to one person is vivid for everyone.

The intensity of a stimulus, such as loudness, brightness, or length, affects vividness, and in turn, induces attention.

Vivid stimuli are emotionally interesting, concrete and imagery provoking, or proximate.

A person's ability to pay attention is high when arousal is extreme.

The perceptual process has the following steps: Sensory Exposure; Attention; Adaptation; Comprehension.

Which of the following about sensory thresholds is false?

Important ways for marketers to create salience are through novelty, intensity, and complexity.

When Terri entered her apartment after class one day, she detected a slight smell of onions and garlic on the air. Her roommate must be cooking something special. After a few minutes in the apartment, Terri could no longer small the aroma. Terri is experiencing:

The Study of Consumer Behavior

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Exam 6: Consumer Perception and Attention

Define the steps of the perceptual process.

According to your readings on color, blue is associated with optimism, happiness, light, and cleanliness.

_____ is the tendency for a person to perceive an incomplete picture as complete, consciously or subconsciously.

Which of the following variables influence the vividness of a product claim?

Define "salient stimuli."

Salient and vivid stimuli both draw attention involuntarily.

Adaptation is the assumption that everyone perceives the world as I do.

The bare minimum level or amount of stimulus needed for an individual to experience sensation is called what?

According to your readings on color, which color is most associated with appetite and sexual arousal?

The ways in which new environmental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge.

Consumers cannot attend to all stimuli to which they are exposed, primarily because __________ is limited.

Simple stimuli tend to encourage adaptation because they don't require much cognitive capacity to process.

What is vivid to one person is vivid for everyone.

The intensity of a stimulus, such as loudness, brightness, or length, affects vividness, and in turn, induces attention.

Vivid stimuli are emotionally interesting, concrete and imagery provoking, or proximate.

A person's ability to pay attention is high when arousal is extreme.

The perceptual process has the following steps: Sensory Exposure; Attention; Adaptation; Comprehension.

Which of the following about sensory thresholds is false?

Important ways for marketers to create salience are through novelty, intensity, and complexity.

When Terri entered her apartment after class one day, she detected a slight smell of onions and garlic on the air. Her roommate must be cooking something special. After a few minutes in the apartment, Terri could no longer small the aroma. Terri is experiencing:

The Study of Consumer Behavior

Consumer Segmentation and Positioning

Overview of Consumer Decision Making

Consumer Evaluation and Choice

Risk and Consumer Decision Making

Persuasion: Attitudes and Judgment

Affect and Motivation

The Role of Learning and Memory

Automatic Information Processing

The Role of Personality and Self-Concept

The Role of Values and Culture

Persuasion Through Social Influence

Contemporary Marketing Strategies

Consumer Behavior Online

Consumer Behavior and Branding Strategy

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters