Deck 2: Consumer and Social Well-Being

Question 1

A billboard is positioned correctly beside a busy highway. However, the merchant that has purchased the billboard is complaining that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists?

A) the absolute threshold
B) the intensity threshold
C) the relative threshold
D) the exposure threshold
E) the differential threshold

Answer 1

A

Question 2

A school of thought that maintains people derive meaning from a totality of a set of stimuli, rather from any individual stimulus, is:

A) the holistic processing principle
B) gestalt psychology
C) stimulus integration theory
D) peripheral persuasion
E) stimulus ambiguity

Answer 2

B

Question 3

Marisa has just sat through three class lectures at school, and now heads to a fourth, due in ten minutes' time. She found that halfway through her third class, she was having a hard time paying attention. This was most probably due to:

A) attention economy
B) sleep deficits
C) sensory overload
D) active filtering
E) conscious inattention

Answer 3

C

Question 4

The increasingly multicultural makeup of Canada is leading to:

A) a trend towards brighter colours
B) less consumption overall
C) a greater interest in sporting events
D) less income for consumers aged 50+
E) a younger society than the U.S.

Question 5

On Monday Frank was driving to work and noticed a new billboard One week later, although the same billboard was there, he didn't notice it anymore. This is an example of how can affect adaptation.

A) duration
B) discrimination
C) relevance
D) intensity
E) exposure

Question 6

Rameed has an important meeting in New York to negotiate a big order for his company. He chose to wear his black suit because he knew black represented:

A) good luck
B) excitement
C) generosity
D) power
E) intelligence

Question 7

Mary does not like to buy things online. Which of the following is a good explanation for this?

A) Mary has a poor differential threshold
B) Mary has a high need for touch
C) Mary has a weak absolute threshold
D) Mary has strong perceptual filters
E) Mary has a utilitarian view of the world

Question 8

The main point of is that the ratios, not the absolute differences, are important in describing the least perceptible differences in sensory discrimination.

A) rule of ratios
B) Veber's Law
C) absolute threshold
D) psychophysics
E) Weber's Law

Question 9

The TV advertisement promoting the beach resort placed heavy emphasis on soft sounds and dim colours. The result was viewers quickly lost attention. The factor leading to loss of attention was:

A) intensity
B) relevance
C) duration
D) discrimination
E) exposure

Question 10

Freda, a 65- year- old woman, has developed an aging ear. This means that:

A) she can hear music, but not speech
B) she has lost the ability to hear higher- frequency sounds
C) she can hear speech, but not music
D) she has lost the ability to hear lower- frequency sounds
E) she will not be able to hear at all in a few years

Question 11

An advertisement for Marlboro cigarettes features a middle- aged, rugged looking man wearing a cowboy hat and riding a horse. Which part of the ad is the object?

A) the brand name
B) the brand image
C) the cowboy
D) the cigarette product itself
E) the package design

Question 12

is the science that focuses on how the physical environment is integrated into the consumer's subjective experience.

A) Differential theory
B) Absolute theory
C) Psychophysics
D) Information processing
E) Psychotherapeutics

Question 13

When a local store first changed its window display, Beverly noticed it at once. As she passed it day after day, she no longer paid attention because it had become so familiar. Beverly had:

A) exposure control
B) experienced adaptation
C) stimulus rejection
D) formed a stimulus habit
E) attention dysfunction

Question 14

When marketers update their package designs or logos, they do it in small increments of change, so the change will not affect consumers' familiarity with the product. This is the principle behind:

A) JND
B) S- R
C) PERT
D) JIT
E) 4 P's

Question 15

Readership ad scores in magazines increase in proportion to the _ _ of the ad.

A) cost
B) size
C) totality
D) novelty
E) colour

Question 16

Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotions?

A) Subliminal ads can be effective, but customers do not like them and so marketers avoid them.
B) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have some specific effects.
C) Subliminal messages are below the threshold of perception, so cannot be utilized in marketing.
D) There has never been any evidence that subliminal messages have an effect on an individual, therefore, they are pointless for marketers to use.
E) There is some evidence that subliminal perception can have limited effects, but they are not specific enough to make subliminal messages effective in advertising.

Question 17

When a well known spa redesigned the packaging for its line of spa products containing algae extracts with a "sea of green" look to unify all of its different offerings, it relied upon which principle of stimulus organization:

A) similarity
B) consistency
C) immediacy
D) experiential
E) subjectivity

Question 18

Brian urgently needs a summer job to earn money for his fall tuition. Lately everywhere he turns he seems to be noticing "help wanted" ads. His increased awareness of ads that relate to his current needs is called:

A) perceptual vigilance
B) perceptual exposure
C) perceptual actualization
D) perceptual search
E) perceptual defense

Question 19

A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. How would a marketer use hyperreality to find a new use for baking soda?

A) by emphasizing the low cost of the soda
B) by associating the soda with its ability to absorb odours
C) by informing the customers of the historic importance of baking soda
D) by emphasizing how wonderful the smell of the soda is
E) by associating the soda with a fictional character called Mrs. Clean

Question 20

The Muzak Corporation increases the tempo of background music it pipes into offices and factories during the "slump" periods of the day when workers tend to slow down. They call this practice:

A) stimulus progression
B) delayed productivity scheduling
C) time compression
D) stimulus- response training
E) subliminal suggestion

Question 21

In a beer ad on TV showing a couple going off to a country cottage, Melinda only paid attention to the sports car. This tendency is known as:

A) consumer screening
B) attention focusing adaptation
C) sensory deprivation
D) stimulus de- escalation
E) perceptual selectivity

Question 22

When the stimulus presented is below the level of the consumer's conscious awareness, the result which occurs is called:

A) subliminal perception
B) the limen
C) stimulus differential
D) a semantic differential
E) oblivescence

Question 23

Antonio owns a small men's wear store located in downtown Winnipeg. He decides to have a "$10. Off Sale" on every item in his store. When he totals his sales results for the week, he finds that there was the greatest response to items under $50., and the least response to items over $50. This is a demonstration of:

A) Weber's Law
B) Freudian Id
C) Porter's Diamond
D) Maslow's Hierarchy
E) Pavlovian Conditioning

Question 24

Maria, a graphic artist with the celebrity magazine Flameworks, is using airbrushing to insert tiny figures into an ad they will be placing in Maclean's magazine. She is using a technique involving:

A) cultural sensitivity
B) visual specialization
C) composition
D) embeds
E) adaptation

Question 25

Erica drives by a compelling billboard while driving on the 401 Highway in Ontario. As she goes by, she finds that the print is too small to read. This demonstrates the principle of:

A) sensory adaptation
B) visual orientation
C) differentiated advertising
D) absolute threshold
E) psychophysics

Question 26

When consumers see Marlboro ads, they infer that rugged individualistic Americans smoke that brand. This derived meaning from these ads is known as the:

A) sign
B) object
C) icon
D) interpretant
E) inference

Question 27

Which combination of "P's is the most important when forming a positioning strategy?

A) Product and Place
B) Product, Price, Place and Promotion
C) Product, Price and Promotion
D) Price and Place
E) Place and Promotion

Question 28

Which of the following is not a technique that can be used to create contrast?

A) Cost
B) Position
C) Colour
D) Size
E) Novelty

Question 29

One of the principles of psychophysics is that changes in the physical environment are not always matched by equal changes perceptually. If Madison Wilson was changing an old drink by making it more sweet, what would psychophysics tell her?

A) She would need to understand how people interpret the word "sweet"
B) She would need to research how the perception of "sweetness" changed by the amount of sugar added.
C) She would need to look at the subliminal aspects of "sweetness."
D) She would need to create promotions to tell customers how "sweet" the new drink is.
E) She could make the drink twice as sweet by adding twice the amount of sugar.

Question 30

A blue chair has the ability to stimulate which feeling:

A) envy
B) hunger
C) power
D) relaxation
E) arousal

Question 31

Gillette markets their men's face balm (after shave) lotion to many countries. They know that from culture to culture there are vast differences in how people want to smell, and that this should be reflected in their advertising. If they depicted men "layering it on," they most likely would be from:

A) Canada
B) Germany
C) Japan
D) United States
E) France

Question 32

Julia Louis- Dreyfus appears in a show called The New Adventures of Old Christine. Interestingly, she also appears in commercials that play during the show. This is a technique known as:

A) regular programming
B) consistent casting
C) content wrapping
D) syndication
E) digital enhancement

Question 33

Jill has been buying most of her clothes from a store that perpetually advertises 30% off. She has come to expect it, and no longer pays attention to the discount. This is an example of:

A) attrition
B) avoidance
C) accessibility
D) autoresponse
E) adaptation

Question 34

Another word for threshold is:

A) lintel
B) paradigm
C) limen
D) mantel
E) differential

Question 35

Jules, upon entering a Loblaws grocery store, is greeted by the smell of fresh bread being baked. This immediately brings to mind thoughts of his grandmother's house, and the nice garden she has. These responses are most likely an important part of:

A) previous advertising
B) hedonic consumption
C) an artificial environment
D) classical theory
E) cultural transformation

Question 36

Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?

A) exposure
B) concentration
C) attention
D) interpretation
E) comprehension

Question 37

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 realize that the class had been called to order and what was once only one conversation among many was now disruptive. Jason apologized quickly and the teacher resumed her normal activities. This situation illustrates what important aspect of perception?

A) adaptation is a common problem among younger people
B) men have a different absolute threshold compared to women
C) a person's ability to detect a difference between two stimuli is absolute
D) a person's ability to detect a difference between two stimuli is relative
E) men's perceptual filters are underdeveloped compared to that of women's

Question 38

The process which marketers follow to develop distinctive images or clearly defined "brand personalities" to distinguish them from competitors is known as:

A) marketing mix
B) positioning
C) product icons
D) repositioning
E) segmentation

Question 39

Enrique ha s just purchased a new Sony plasma TV, the best and latest technology available for viewing. A few days later he reads a report saying that a better technology for television is due on the market in six months at half the price. He thinks this is hogwash, and stops reading the report halfway through. This is an example of:

A) consumer advocacy
B) customer sensitivity
C) postpurchase dissatisfaction
D) perceptual defence
E) hedonistic consumption

Question 40

Vasi, a product manager at Kraft Foods, is reading a focus group report on tests regarding new ads for Kraft Peanut Butter. He has found that the messages consumers received are different from what Kraft intended. This is most likely due to:

A) fatigue
B) exposure
C) consumption
D) hedonism
E) perception

Question 41

In a Sears department store, Katrina noticed that colours in the women's clothing area were brighter than in the men's clothing area. This would be attributed to:

A) hedonistic consumption
B) subliminal reaction
C) demographic deviation
D) sensory adaptation
E) biological differences

Question 42

Fragrance cues are processed in the a part of the brain called the:

A) hypothalamus
B) limbic system
C) frontal lobe
D) corpus callosum
E) brain stem

Question 43

The ability of a sensory system to detect changes or differences between two stimuli refers to the:

A) familial threshold
B) absolute threshold
C) maximum threshold
D) differential threshold
E) minimum threshold

Question 44

The Japanese are tuned to using sensory mechanisms and stimulations in the construction of their cars. The Japanese usage of what they call Kansei engineering is associated with which of the following sensory elements?

A) touch
B) sound
C) smell
D) taste
E) sight

Question 45

Which of the following statements in true?

A) Men will perceive wool as being of low class, while women will perceive cotton as being high class
B) Men will perceive denim as being of low class, while women will perceive cotton as being high class
C) Men will perceive wool as being of high class, while women will perceive silk as being high class
D) Men will perceive denim as being of high class and women will perceive denim as being high class
E) Men will perceive wool as being of low class, while women will perceive denim as being high class

Question 46

In consumer behaviour, the concept behind a product's market position implies that:

A) the evaluation of a product is based on what it does for person rather than what it means
B) quality is subjective and largely based on how a product performs for a person
C) price is the most important "P" to consider when formulating a marketing strategy
D) the evaluation of a product is based on what it means to person rather than what it does
E) the top- selling brand in a product category always has a stronger market position

Question 47

The ability to process information from more than one medium at a time is known as .

A) perceptual selectivity
B) perceptual vigilance
C) perceptual hyperactivity
D) multitasking
E) interactive attention

Question 48

Which of the following comes the closest to the concept of "hedonic consumption"?

A) A new computer game rapidly replaced an older one because it had much faster action.
B) John complains to his traveling companion that he can't get through the airport without buying a fattening cinnamon roll. "The smell of those things gets me every time," he says.
C) Kim can never buy fashionable clothes without looking carefully at their construction and then feeling the quality of the cloth with her fingers.
D) Jason will only buy a new car if it has a black interior and a blue exterior
E) Bill can't get an advertising jingle out of his mind when he enters a store and sees the product has seen advertised

Question 49

In 1957, an experiment in a drive- in movie showed that increases in sales of popcorn and Coke were measured after subliminal messages encouraging viewers to use those products had been inserted in the movie Picnic. These findings:

A) were exposed by the McCarthy hearings as proof of Communist subversion
B) subsequently were supported by a number of other research studies
C) demonstrated that consumers' minds had been "broken into and entered"
D) were false; research executives admitted they had fabricated the findings
E) gave the first irrefutable proof of the power of subliminal persuasion on consumer actions

Question 50

The process by which stimuli are selected, organized, and interpreted is called:

A) sensation
B) stream of consciousness
C) free response
D) perception
E) determination

Question 51

Perception is not immediate. It takes time for the brain to process information, but sensations can be immediate and continuous. This means that the perceptual process requires a person to pay attention to some stimuli, and not to others, but it also implies that the process requires _.

A) that the intensity of the stimuli must be strong
B) that habituation is needed to dampen the strength of stimuli
C) effective perceptual filters to increase concentration
D) Gestalt rules to organize information rapidly
E) some sort of temporary memory to store sensation

Question 52

Ursula likes eggs that she buys from a grocery store to be refrigerated. While in the U.K., she experienced that in some stores eggs are placed on the shelves unrefrigerated. She refused to buy the product because it:

A) relied on hedonistic consumption
B) violated her cultural backgrounds
C) opposed her values
D) diverted her attention
E) contradicted her expectations

Question 53

Some years ago, McDonald's claimed that its Big Mac had "Two all- beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun." Today if consumers hear "Two all- beef patties...," they laughingly play the game, completing the entire line of copy. Their participation illustrates the Gestalt principle of:

A) schema
B) exposure
C) recency
D) completion
E) closure

Question 54

A lion is used in Dreyfus Fund ads to suggest the fearlessness that is the company's approach to investments. A sign that is related to a product through a conventional or agreed- upon association is called a/an:

A) association
B) icon
C) index
D) symbol
E) interpretant

Question 55

During January, Bill, a marketing director for an alcohol company, ran a successful 6*8 inch advertisement in a magazine that featured a man and a woman having a great time at the beach. In February, he placed the same advertisement in the same magazine, but lowered the size of the ad. Sales of his products declined. What mistake did Bill make?

A) He was using novel stimuli in the advertisement, which are eventually ignored after about a month of exposure.
B) He forgot that magazine sales are low in February because people do not read very much during that month.
C) He forgot that the size of a magazine advertisement is important for attracting readers.
D) He should not have placed an advertisement two months in a row in the same magazine.
E) He should not have tried to advertise alcohol in February, a month where sales are typically low.

Question 56

Muzak Corporation reaches millions of people everyday with its music in malls, factories, and elevators. Their music has been linked to:

A) subliminal advertising
B) employee complaints
C) sensory adjustment
D) reductions in absenteeism
E) performance decreases

Question 57

Michael, a researcher, is studying how consumers interpret the meaning of an advertisement for a popular beverage manufacturer. Michael is most likely a researcher in what field?

A) attention
B) subliminal perception
C) stimulus selection factors
D) semiotics
E) experimental psychology

Question 58

Which of the following may be effective in getting viewers to stop fast- forwarding past television ads recorded on their VCR tapes:

A) using enticing or novel commercials
B) use slow- motion filming to make commercials look real
C) keep commercials short, 10 seconds or less, so that they cannot be electronically identified
D) use a preventive or override command in ads
E) decrease ads' sound level below that of adjacent programs

Question 59

Some colour combinations for packages become so well- known that marketers have successfully sought legal protection for their right to exclusive use, e.g., Eastman Kodak for its yellow, black, and red film packages. This colour combination becomes known as the company's:

A) trade dress
B) colour code
C) patent
D) franchise
E) copyright

Question 60

In the nineteenth century, a psychophysicist named Ernst Weber found that:

A) for each stimulus there is an equal but opposite reaction
B) the amount of change that is necessary for a stimulus to be noticed is systematically related to the intensity of the original stimulus itself
C) increasing the amount of stimulus will lead to adaptation
D) the ratio between stimulus and response is a fixed proportion
E) Solomon's Law was valid

Question 61

The field of study called examines the correspondence between signs and symbols and their role in the assignment of meaning.

Question 62

Which colours are most effective in Web page design, when not overused:

A) relaxing colours such as blue and turquoise
B) secondary colours purple, green, orange
C) white, red, black
D) saturated colours such as green, yellow, orange
E) primary colours yellow, blue, red

Question 63

The letters "J N D" stand for _ .

Question 64

Consumers exposed to far more information than they are able or willing to process are in a state of .

Question 65

Sensory inputs is another term for:

A) external stimuli
B) a certain type of ad
C) psychological factors
D) jingles
E) the perceptual process

Question 66

Gary decided to buy a new cologne to bolster his romantic appeal to Janeen on their first date. He and his buddy checked out selections at the fragrance counter, rejecting those with overly- feminine names and those which had heavy scents like his old aunts used. Drakkar Noir, in a mysterious looking black bottle, seemed to have the image Gary wanted to cultivate-exotic, even a bit enigmatic. He bought it. What is the process called by which Gary reasoned his choices and arrived at a purchase of Drakkar Noir?

Question 67

Consumers and marketers seem to be fascinated by the possible effects of satanic messages hidden and recorded backward on rock records. That there is no effect from the "evil" messages of "backward messaging" arises from the fact that:

A) for these techniques to be effective, the number of repetitions and volume required would result in adaptation and temporary hearing loss before a change in behaviour could occur
B) humans do not have a speech perception mechanism capable of decoding reversed signals at the unconscious level
C) teen- rocker listeners are thought to be highly resistant to external persuasion attempts
D) value systems of listeners are usually stronger than the hidden messages
E) listeners do not pay enough for the messages to be "heard"

Question 68

Daily we are bombarded by a symphony of colours, sounds, and odours. The immediate response of our receptors to such basic stimuli is called:

A) subjectivity
B) stream of consciousness
C) perception
D) sensation
E) free response

Question 69

When Josephine bought the fine silk dress, she knew that the feel of the expensive silk would be equated with .

Question 70

Cross cultural research has shown that consumers" favourite colour is:

A) blue
B) red
C) yellow
D) green
E) white

Question 71

Gary illustrated how consumers draw from their organized collection of beliefs or feelings when making a purchase decision. Among his beliefs were that colognes heightened romantic appeal, that fancy French- sounding names were feminine, that thick cloying scents were like those his old aunts would use. The black bottle of Drakkar Noir was exotic, mysterious- looking, just right. His evaluations stem from his:

A) historic imagery
B) tactile cues
C) schemas
D) subliminal perception
E) icons

Question 72

Another word used for threshold in your textbook is .

Question 73

List the five sensory receptors.

Question 74

The cosmetics company decided to choose the inside front cover for the ad that introduced its new product. This is an example of which stimulus selection factor?

Question 75

The process in which sensations are absorbed by the consumer and used to interpret the surrounding world is called .

Question 76

What is the primary purpose of a perceptual map?

A) Perceptual maps outline where a product stands in the minds of consumers compared to other competitors.
B) The map shows the threshold values of various retail stimuli.
C) The map shows the price that people are willing to pay for a product.
D) Perceptual maps diagram the differences between the sense systems.
E) The map outlines how the perceptual process functions.

Question 77

What factors lead to adaptation?

Question 78

German psychologists developed a school of thought that maintains people derive meaning from the totality of a set of stimuli, rather than from any individual stimulus. A saying summarizing this view is "The whole is greater than the sum of its parts." This school of thought is .

Question 79

The relationship in which one part of a stimulus configuration dominates a situation, such as a visual field, while other aspects recede into the background, is called:

A) dominant- recessive
B) feature- trailer
C) figure- ground
D) onstage- offstage
E) foreground- background

Question 80

Victor, the president of a company that specializes in women's fragrances, ensures that each of their bottles looks appealing, is nice to touch, and (of course) has an appealing smell. This way, each consumer will have a positive experience with the company's products. Victor is is engaging in:

A) appeal marketing
B) manipulative marketing
C) atmospheric marketing
D) sensory marketing
E) sensation marketing