Question 1

The just noticeable difference is the bare minimum level or amount of stimulus needed for an individual to experience sensation.

Accepted Answer

A) True 
 B)False

Question 2

The average U.S. consumer is exposed to about 300 ad messages per day.

Accepted Answer

A) True 
 B)False

Question 3

How are attention intensity (i.e., the ability to pay attention) and physical arousal related?

Accepted Answer

An inverted-U-shaped relationship exists

Question 4

Cinnabon, a regional bakery usually found in shopping malls, pipes the smell of fresh cinnamon buns out into the mall and offers passersby free samples. This stimulus is:

Accepted Answer

A)  vivid because it is complex 
B)  vivid because it is concrete 
C)  salient because it is complex 
D)  salient because it uses closure 
E)  vivid because it uses emotional interest 
A)  vivid because it is complex 
B)  vivid because it is concrete 
C)  salient because it is complex 
D)  salient because it uses closure 
E)  vivid because it uses emotional interest

Question 5

Closure is the tendency for a person to perceive an incomplete picture as complete.

Accepted Answer

A) True 
 B)False

Question 6

__________ is a process of receiving, selecting, and interpreting environmental stimuli involving the senses.

Accepted Answer

A)  Adaptation 
B)  Figure and Ground Principle 
C)  Weber's Law 
D)  Phenomenal Absolutism 
E)  Perception 
A)  Adaptation 
B)  Figure and Ground Principle 
C)  Weber's Law 
D)  Phenomenal Absolutism 
E)  Perception

Question 7

Adaptation is the process of becoming desensitized to sensual stimuli.

Accepted Answer

A) True 
 B)False

Question 8

Kleenex Tissues has started putting tissue samples on the outside of airsickness bags on airplanes. This stimulus is:

Accepted Answer

A)  salient because it is novel 
B)  vivid because it is novel 
C)  salient because it is intense 
D)  vivid because it is intense 
E)  salient because it is proximal 
A)  salient because it is novel 
B)  vivid because it is novel 
C)  salient because it is intense 
D)  vivid because it is intense 
E)  salient because it is proximal

Question 9

Which of the following statements about perception is true?

Accepted Answer

A)  The lowest level at which an individual can experience sensation is called Weber's Law. 
B)  The perceptual concept of "figure and ground" is based on the idea that individuals tend to group stimuli so they can form a unified picture or impression. 
C)  Perception is highly subjective and selective for each person. 
D)  "Perceptual Selection" is the first step in the perceptual process. 
E)  Subliminal messaging is illegal in the United States. 
A)  The lowest level at which an individual can experience sensation is called Weber's Law. 
B)  The perceptual concept of "figure and ground" is based on the idea that individuals tend to group stimuli so they can form a unified picture or impression. 
C)  Perception is highly subjective and selective for each person. 
D)  "Perceptual Selection" is the first step in the perceptual process. 
E)  Subliminal messaging is illegal in the United States.

Question 10

Which of the following related to selective attention is false?

Accepted Answer

A)  Because people can only attend to about seven units of information at a time, it is easy to overload consumers with too much information. 
B)  People who are knowledgeable a topic are usually less able to attend to related information, since they already hold so much information. 
C)  Arousal is a state of physical wakefulness or alertness. 
D)  Salient and vivid stimuli both draw attention involuntarily. 
E)  The allocation of attention is both voluntary and involuntary. 
A)  Because people can only attend to about seven units of information at a time, it is easy to overload consumers with too much information. 
B)  People who are knowledgeable a topic are usually less able to attend to related information, since they already hold so much information. 
C)  Arousal is a state of physical wakefulness or alertness. 
D)  Salient and vivid stimuli both draw attention involuntarily. 
E)  The allocation of attention is both voluntary and involuntary.

Question 11

Many subliminal advertising messages actually fall above the absolute threshold but are repressed by the recipient.

Accepted Answer

A) True 
 B)False

Question 12

According to your readings on color, orange is associated with health, refreshment, and the environment.

Accepted Answer

A) True 
 B)False

Question 13

A common rule of thumb in retailing is that price should be marked down at least 20% for consumers to notice a price change.

Accepted Answer

A) True 
 B)False

Question 14

Allocation of attention is influenced by voluntary and involuntary factors.

Accepted Answer

A) True 
 B)False

The just noticeable difference is the bare minimum level or amount of stimulus needed for an individual to experience sensation.

The average U.S. consumer is exposed to about 300 ad messages per day.

How are attention intensity (i.e., the ability to pay attention) and physical arousal related?

Cinnabon, a regional bakery usually found in shopping malls, pipes the smell of fresh cinnamon buns out into the mall and offers passersby free samples. This stimulus is:

Closure is the tendency for a person to perceive an incomplete picture as complete.

__________ is a process of receiving, selecting, and interpreting environmental stimuli involving the senses.

Adaptation is the process of becoming desensitized to sensual stimuli.

Kleenex Tissues has started putting tissue samples on the outside of airsickness bags on airplanes. This stimulus is:

Which of the following statements about perception is true?

Which of the following related to selective attention is false?

Many subliminal advertising messages actually fall above the absolute threshold but are repressed by the recipient.

According to your readings on color, orange is associated with health, refreshment, and the environment.

A common rule of thumb in retailing is that price should be marked down at least 20% for consumers to notice a price change.

Allocation of attention is influenced by voluntary and involuntary factors.

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

The just noticeable difference is the bare minimum level or amount of stimulus needed for an individual to experience sensation.

The average U.S. consumer is exposed to about 300 ad messages per day.

How are attention intensity (i.e., the ability to pay attention) and physical arousal related?

Cinnabon, a regional bakery usually found in shopping malls, pipes the smell of fresh cinnamon buns out into the mall and offers passersby free samples. This stimulus is:

Closure is the tendency for a person to perceive an incomplete picture as complete.

__________ is a process of receiving, selecting, and interpreting environmental stimuli involving the senses.

Adaptation is the process of becoming desensitized to sensual stimuli.

Kleenex Tissues has started putting tissue samples on the outside of airsickness bags on airplanes. This stimulus is:

Which of the following statements about perception is true?

Which of the following related to selective attention is false?

Many subliminal advertising messages actually fall above the absolute threshold but are repressed by the recipient.

According to your readings on color, orange is associated with health, refreshment, and the environment.

A common rule of thumb in retailing is that price should be marked down at least 20% for consumers to notice a price change.

Allocation of attention is influenced by voluntary and involuntary factors.

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