Question 1

Define perception.

Accepted Answer

Perception is a process of receiving, se

Question 2

Low intensity increases adaptation.

Accepted Answer

A) True 
 B)False

Question 3

When a stimulus is salient, it is focal or prominent, with the other aspects of the environment fading into the background. This is known as:

Accepted Answer

A)  figure-ground principle 
B)  vividness effect 
C)  novelty principle 
D)  adaptation effect 
E)  subliminal perception 
A)  figure-ground principle 
B)  vividness effect 
C)  novelty principle 
D)  adaptation effect 
E)  subliminal perception

Question 4

Women tend to have higher absolute thresholds than men.

Accepted Answer

A) True 
 B)False

Question 5

The relationship between arousal and a person's ability to pay attention is:

Accepted Answer

A)  linear and positive 
B)  linear and negative 
C)  a U-shaped curve 
D)  an inverted U-shaped curve 
E)  None of the above is correct. 
A)  linear and positive 
B)  linear and negative 
C)  a U-shaped curve 
D)  an inverted U-shaped curve 
E)  None of the above is correct.

Question 6

Which of the following about sensory thresholds is false?

Accepted Answer

A)  Weber's Law is the bare minimum level or amount of stimulus needed for an individual to experience sensation. 
B)  There are some stimuli that people cannot perceive. 
C)  Individual differences in sensory abilities exist. 
D)  As animals go, the limits or threshold, of human senses are fairly high. 
E)  Women tend to have lower absolute thresholds than men. 
A)  Weber's Law is the bare minimum level or amount of stimulus needed for an individual to experience sensation. 
B)  There are some stimuli that people cannot perceive. 
C)  Individual differences in sensory abilities exist. 
D)  As animals go, the limits or threshold, of human senses are fairly high. 
E)  Women tend to have lower absolute thresholds than men.

Question 7

People perceive only a fraction of the stimuli to which they are exposed.

Accepted Answer

A) True 
 B)False

Question 8

The perceptual process starts with attention.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following about subliminal perception and advertising is true?

Accepted Answer

A)  Subliminal perception is the unconscious awareness of a stimuli. 
B)  Many people believe that subliminal advertising is commonly used and works. 
C)  Some research has shown that subliminal stimuli can influence attitudes and behaviors. 
D)  The majority of marketers do not intentionally use subliminal messaging. 
E)  All of the above are true. 
A)  Subliminal perception is the unconscious awareness of a stimuli. 
B)  Many people believe that subliminal advertising is commonly used and works. 
C)  Some research has shown that subliminal stimuli can influence attitudes and behaviors. 
D)  The majority of marketers do not intentionally use subliminal messaging. 
E)  All of the above are true.

Question 10

What is the difference between the absolute threshold and the just noticeable difference?

Accepted Answer

The bare minimum level or amount of stim

Question 11

What is the first step in the perceptual process?

Accepted Answer

A)  Attention 
B)  Comprehension 
C)  Grouping 
D)  Sensory Exposure 
E)  Adaptation 
A)  Attention 
B)  Comprehension 
C)  Grouping 
D)  Sensory Exposure 
E)  Adaptation

Question 12

A linear relationship between arousal and attention intensity exists.

Accepted Answer

A) True 
 B)False

Question 13

Because people can usually attend to only seven (plus or minus two) pieces of information at a time, it is easy to overwhelm consumers with too much information.

Accepted Answer

A) True 
 B)False

Question 14

Jane is trying to decide where to have lunch today and is trying to recall all the restaurants near campus. Jane will probably be able to recall at least 10 restaurants.

Accepted Answer

A) True 
 B)False

Question 15

The last step in the perceptual process is:

Accepted Answer

A)  attention 
B)  comprehension 
C)  grouping 
D)  sensory Exposure 
E)  perceptual Selection 
A)  attention 
B)  comprehension 
C)  grouping 
D)  sensory Exposure 
E)  perceptual Selection

Question 16

Three different college students are exposed to a television advertisement for a new computer: *Larry is lying in bed and has just awoken. He groggily reaches for the television remote and turns on the set and immediately sees the advertisement.
*Sherry is working out at the recreation center and is watching television as she exercises. She is at the peak of her "cardio" work-out on the treadmill when the advertisement appears on the television.
*Chris is sitting at his kitchen table eating lunch and watching television when the advertisement appears.
According to research on perception, which of the students should be able to attend to (i.e., pay attention to) the most information?

Accepted Answer

A)  Larry 
B)  Sherry 
C)  Chris 
D)  They all should be able to attend to the information equally. 
E)  We cannot possibly answer the question with the information provided. 
A)  Larry 
B)  Sherry 
C)  Chris 
D)  They all should be able to attend to the information equally. 
E)  We cannot possibly answer the question with the information provided.

Question 17

Vivid stimuli draw attention involuntarily but are attention drawing across all contexts.

Accepted Answer

A) True 
 B)False

Question 18

There are some stimuli that people cannot perceive.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following statements about comprehension is false?

Accepted Answer

A)  Comprehension is the last step of the perceptual process. 
B)  From comprehension follows liking, preference, and choice. 
C)  Comprehension is focusing on one or more environmental stimuli while potentially ignoring others. 
D)  The ways in which new environmental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge. 
E)  Comprehension helps provide meaning in the perceptual process. 
A)  Comprehension is the last step of the perceptual process. 
B)  From comprehension follows liking, preference, and choice. 
C)  Comprehension is focusing on one or more environmental stimuli while potentially ignoring others. 
D)  The ways in which new environmental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge. 
E)  Comprehension helps provide meaning in the perceptual process.

Question 20

Important ways for marketers to create vividness are through novelty, concreteness, and complexity.

Accepted Answer

A) True 
 B)False

Define perception.

Low intensity increases adaptation.

When a stimulus is salient, it is focal or prominent, with the other aspects of the environment fading into the background. This is known as:

Women tend to have higher absolute thresholds than men.

The relationship between arousal and a person's ability to pay attention is:

Which of the following about sensory thresholds is false?

People perceive only a fraction of the stimuli to which they are exposed.

The perceptual process starts with attention.

Which of the following about subliminal perception and advertising is true?

What is the difference between the absolute threshold and the just noticeable difference?

What is the first step in the perceptual process?

A linear relationship between arousal and attention intensity exists.

Because people can usually attend to only seven (plus or minus two) pieces of information at a time, it is easy to overwhelm consumers with too much information.

Jane is trying to decide where to have lunch today and is trying to recall all the restaurants near campus. Jane will probably be able to recall at least 10 restaurants.

The last step in the perceptual process is:

Vivid stimuli draw attention involuntarily but are attention drawing across all contexts.

There are some stimuli that people cannot perceive.

Which of the following statements about comprehension is false?

Important ways for marketers to create vividness are through novelty, concreteness, and complexity.

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

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Exam 6: Consumer Perception and Attention

Define perception.

Low intensity increases adaptation.

When a stimulus is salient, it is focal or prominent, with the other aspects of the environment fading into the background. This is known as:

Women tend to have higher absolute thresholds than men.

The relationship between arousal and a person's ability to pay attention is:

Which of the following about sensory thresholds is false?

People perceive only a fraction of the stimuli to which they are exposed.

The perceptual process starts with attention.

Which of the following about subliminal perception and advertising is true?

What is the difference between the absolute threshold and the just noticeable difference?

What is the first step in the perceptual process?

A linear relationship between arousal and attention intensity exists.

Because people can usually attend to only seven (plus or minus two) pieces of information at a time, it is easy to overwhelm consumers with too much information.

Jane is trying to decide where to have lunch today and is trying to recall all the restaurants near campus. Jane will probably be able to recall at least 10 restaurants.

The last step in the perceptual process is:

Vivid stimuli draw attention involuntarily but are attention drawing across all contexts.

There are some stimuli that people cannot perceive.

Which of the following statements about comprehension is false?

Important ways for marketers to create vividness are through novelty, concreteness, and complexity.

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