Exam 2: Perception

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits.A classic example of this was equating Marlboro cigarettes with the American frontier spirit.Which of the following terms best describes this practice?

When a petrol station blows 'fresh coffee smell' around the petrol pumps to tempt customers to come inside for a cup,the petrol station is using a form of ________ marketing to influence customers.

Jason and Mark were talking in class,but so was everyone else.As they continued to discuss their day's adventures,it suddenly became clear to them that the teacher was staring at them.They didn't realise that the class had been called to order and what was once only one conversation among many was now disruptive.Jason apologised quickly and the teacher resumed her normal activities.This is a good example of how a consumer's ability to detect a difference between two stimuli is ________.

You can understand the following uniquely-printed sentence because of the Gestalt principle of closure.Percption is imptant in undrstdng consmr bhavr.

The absolute threshold is dependent upon how strong a marketer makes a stimulus.

One of the principles of psychophysics is that changes in the physical environment are not always matched by equal changes perceptually.If Madison was creating a new drink,what would psychophysics tell her?

Which of the following is NOT one of the three stages of the process of perception?

Novelty in the form of interruption intensifies our experiences,increasing our enjoyment of pleasant stimuli and amplifying our dislike of unpleasant stimuli.

A sign on a drawer in a boarding house kitchen said 'Plastic Silver.' The drawer contained plastic spoons,forks and knives for casual dinners.Use the principle of hyperreality to explain why users of the kitchen would know what was in the drawer without looking.

________ occurs when a stimulus is below the level of an individual's awareness.

Fragrance is processed by the limbic system,the most primitive part of the brain and the place where immediate emotions are experienced.

The sensory characteristic of a product that sticks with consumers,helping them to remember the product in a unique way,is called the ________.

Define perceptual selection and describe the types of filters that prevent clear perception and reception of marketing stimuli.

Anna is dedicated to fitness and nutrition.She rarely eats fast food because of the high calories and low nutritional value.Though Anna is exposed to many advertising messages from fast food restaurants each day,she rarely processes these messages.This is an example of subliminal perception.

A(n)________ is a sign that relates to a product by either conventional or agreed-on associations.

The location of a product's image on a package influences the way our brains make sense of it; we perceive objects lower in a frame to be heavier than objects higher in the frame and objects on the right side of a frame to be heavier than those on the left side of the frame.

Unlike computers,people do not passively process whatever information happens to be present.

The first step in the perception process is exposure to a stimulus.Without exposure,there would be no perception.

An individual may not process stimuli that are in some way threatening,or may distort the meaning of a stimulus to make it less threatening.This type of perceptual filter is called ________.

A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli.