Exam 6: Consumer Perception and Attention

Information that is perceived by a consumer firsthand versus secondhand, such as test-driving a car versus having a salesperson explain how a car handles, is more vivid. This concept is called:

Among other things, the perceptual process is influenced by sensory thresholds.

Short-term memory is also sometimes called working memory or active memory.

A door slamming in a library would be a vivid stimuli because it is very intense and surprising.

Fill in the blanks: _____ stimuli grab the attention of some of the people all of the time, whereas, _____ stimuli capture the attention of all of the people some of the time.

A retailer who sells computers wants to run a sale on Brand X Computer and Brand Y Computer. Brand X usually retails for $1400.00 and Brand Y retails for $2,400. Based on Weber's Law and the rule of thumb in retail pricing discussed in your reading, what price should the retailer use for the sale price on the computers?

Marketers should strive to induce a moderate level of arousal through their advertisements.

Perception of the environment requires consumers to use their physical senses.

Frito-Lay recently reduced the contents of family-sized bag of Doritos from 47 ounces to 44 ounces. While the change in package contents is listed on the bag, the company hopes that most consumers won't notice the change because of what concept?

People can usually consider five to nine pieces of information at a time.

Which of the following variables influences the salience of a product claim?

Which of the following is not a condition that increases adaptation?

Vivid stimuli draw attention involuntarily but are context dependent.

Kraft recently reduced the contents of family-sized packages of sliced cheese from 16 ounces to 15 ounces. The company hopes the incremental change falls below the just noticeable difference in terms of perception.

Ernst Weber found that the magnitude of the just noticeable difference between two stimuli was always a systematic, absolute amount of 20%.

The ability to sense a change in a sensory stimulus level depends on the original magnitude of the stimulus and the greater or stronger the initial sensory stimulus, the greater amount of change is required for it to be noticed. This effect is known as:

A few years ago, researchers ran an experiment looking at the influence of food sampling in stores on consumer behavior. The main independent variable was whether or not the test participant received a free in-store food sample (half of the participants received a free in-store sample of a small donut and half of the participants were given nothing). The main dependent variable was how much overall food the person purchased in the store. Given what you know about perception and sensory marketing, what would you predict the main effect in this experiment to be? (In other words, what impact, if any, should an in-store food sample (vs. no food sample) have on overall food purchases? Justify your answer.

Which of the following about perception is true?

Attention is the ability to interpret and assign meaning to new information.

In terms of perception, people are able to actively consider approximately five to nine units of information at one time. This concept is referred to as what?