Question 1

Placing marketing messages in unexpected places increases novelty and thus salience.

Accepted Answer

A) True 
 B)False  True

Question 2

There has been no research to date that has shown that subliminal stimuli can influence attitudes or behaviors.

Accepted Answer

A) True 
 B)False  False

Question 3

According to your readings, are processed at a subconscious level.

Accepted Answer

A) supraliminal stimuli 
B) priming stimuli 
C) subliminal stimuli 
D) semi-subliminal stimuli 
E) adaptation stimuli 
A) supraliminal stimuli 
B) priming stimuli 
C) subliminal stimuli 
D) semi-subliminal stimuli 
E) adaptation stimuli C

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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 envirornnental stimuli while potentially ignoring others. 
D) The ways in which new envirornnental 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 envirornnental stimuli while potentially ignoring others. 
D) The ways in which new envirornnental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge. 
E) Comprehension helps provide meaning in the perceptual process.

Question 6

Salient and vivid stimuli both draw attention involuntarily.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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 9

According to your readings on color, which color is most associated with happiness, optimism, light, and cleanliness?

Accepted Answer

A) Blue 
B) Orange 
C) Red 
D) Yellow 
E) White 
A) Blue 
B) Orange 
C) Red 
D) Yellow 
E) White

Question 10

The last step in the perceptual process is:

Accepted Answer

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

Question 11

As a rule of thumb, billboards should contain no more than 10 words because of typical human sensory thresholds.

Accepted Answer

A) True 
 B)False

Question 12

Women tend to have higher absolute thresholds than men.

Accepted Answer

A) True 
 B)False

Question 13

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 14

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 15

What level of physical arousal is best for attention intensity or a person's ability to attend to information?

Accepted Answer

A) Low 
B) Moderate 
C) High 
D) Very High 
E) Arousal has little to do with the ability to pay attention. 
A) Low 
B) Moderate 
C) High 
D) Very High 
E) Arousal has little to do with the ability to pay attention.

Question 16

The perceptual process starts with attention.

Accepted Answer

A) True 
 B)False

Question 17

The makers of Downey Fabric Softeners want to undertake a sensory marketing campaign.The goal of the campaign is to trigger consumers' memories of home and connect emotionally with consumers.Which sense should the campaign focus on?

Accepted Answer

A) Sight 
B) Touch 
C) Sound 
D) Taste 
E) Smell 
A) Sight 
B) Touch 
C) Sound 
D) Taste 
E) Smell

Question 18

A linear relationship between arousal and attention intensity exists.

Accepted Answer

A) True 
 B)False

Question 19

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 20

When a stimulus is salient, it is focal or prominent, with the other aspects of the envirornnent 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

Placing marketing messages in unexpected places increases novelty and thus salience.

There has been no research to date that has shown that subliminal stimuli can influence attitudes or behaviors.

According to your readings, are processed at a subconscious level.

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

Which of the following statements about comprehension is false?

Salient and vivid stimuli both draw attention involuntarily.

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

According to your readings on color, which color is most associated with happiness, optimism, light, and cleanliness?

The last step in the perceptual process is:

As a rule of thumb, billboards should contain no more than 10 words because of typical human sensory thresholds.

Women tend to have higher absolute thresholds than men.

Which of the following related to selective attention is false?

Which of the following statements about perception is true?

What level of physical arousal is best for attention intensity or a person's ability to attend to information?

The perceptual process starts with attention.

The makers of Downey Fabric Softeners want to undertake a sensory marketing campaign.The goal of the campaign is to trigger consumers' memories of home and connect emotionally with consumers.Which sense should the campaign focus on?

A linear relationship between arousal and attention intensity exists.

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

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

Understanding Consumer Behavior and Consumer Research

Consumer Focused Strategy: Segmentation and Positioning

Branding Strategy and Consumer Behavior

Learning and Memory

Automatic Information Processing

Motivation and Emotion

Attitude and Judgment Formation and Change

The Consumer Decision Making Process

Product Consideration, Evaluation, and Choice

Behavioral Decision Theory

Self-Concept and Personality

Social Influence and Behavioral Compliance

The Influence of Culture and Values

The Influence of Demography

Contemporary Strategies in Reaching Consumers

Engaging Consumers Through Online Marketing

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters

Exam 4: Consumer Perception

Placing marketing messages in unexpected places increases novelty and thus salience.

There has been no research to date that has shown that subliminal stimuli can influence attitudes or behaviors.

According to your readings, are processed at a subconscious level.

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

Which of the following statements about comprehension is false?

Salient and vivid stimuli both draw attention involuntarily.

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

According to your readings on color, which color is most associated with happiness, optimism, light, and cleanliness?

The last step in the perceptual process is:

As a rule of thumb, billboards should contain no more than 10 words because of typical human sensory thresholds.

Women tend to have higher absolute thresholds than men.

Which of the following related to selective attention is false?

Which of the following statements about perception is true?

What level of physical arousal is best for attention intensity or a person's ability to attend to information?

The perceptual process starts with attention.

The makers of Downey Fabric Softeners want to undertake a sensory marketing campaign.The goal of the campaign is to trigger consumers' memories of home and connect emotionally with consumers.Which sense should the campaign focus on?

A linear relationship between arousal and attention intensity exists.

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

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

Understanding Consumer Behavior and Consumer Research

Consumer Focused Strategy: Segmentation and Positioning

Branding Strategy and Consumer Behavior

Learning and Memory

Automatic Information Processing

Motivation and Emotion

Attitude and Judgment Formation and Change

The Consumer Decision Making Process

Product Consideration, Evaluation, and Choice

Behavioral Decision Theory

Self-Concept and Personality

Social Influence and Behavioral Compliance

The Influence of Culture and Values

The Influence of Demography

Contemporary Strategies in Reaching Consumers

Engaging Consumers Through Online Marketing

Biases in Managerial Decision Making

Strategies for Improving Managerial Decision Making

Filters