Deck 4: Perceptual Process

Question 1

_______ is the process through which information from a stimulus is received by the senses and is then organized, interpreted, and experienced.

A) Perception
B) Adaptation
C) Repositioning
D) Innovation

Answer 1

A

Question 2

A _______ is a piece of information that is available for the consumer to pay attention to and later interpret.

A) schema
B) similarity
C) stimulus
D) symbol

Answer 2

C

Question 3

Aside from color, what other visual elements are also important to a consumer's visual perceptual process?

A) Flavor
B) Size
C) Worth
D) Aroma

Answer 3

B

Question 4

About 80 percent of the information that comes from the external environment and makes up our perception comes from

A) sound.
B) smell.
C) sight.
D) taste.

Question 5

The _______ of a color refers to the color's purity.

A) visualization
B) familiarity
C) proximity
D) saturation

Question 6

Researchers found that _______ colors make consumers feel good, attract attention, and can make an object appear larger.

A) saturated
B) dusky
C) muted
D) subdued

Question 7

Individuals receive information through their _______ receptors.

A) attention
B) proximity
C) sensory
D) operative

Question 8

Which of the following senses elicits the strongest emotions?

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

Question 9

Which of the following senses provides important information to consumers about the quality of the products they're considering?

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

Question 10

Which two of the five senses are strongly reliant on one another?

A) Taste and smell
B) Smell and sound
C) Touch and taste
D) Sound and sight

Question 11

The _______ threshold is the smallest level of stimulus that can be can be picked up by our senses.

A) absolute
B) differential
C) subliminal
D) Gestalt

Question 12

The _______ threshold is the point at which we notice a difference between two stimuli.

A) proximity
B) absolute
C) differential
D) functional

Question 13

The minimum difference needed for a stimulus to be noticed by the majority of people is known as the

A) perceptual defense.
B) just-noticeable difference.
C) mere exposure effect.
D) principle of proximity.

Question 14

_______ is the extent to which an individual's sensitivity to a stimulus diminishes over time.

A) Novelty
B) Framing
C) Adaptation
D) Closure

Question 15

During the exposure stage in the perceptual process, stimuli have been

A) interpreted by researchers.
B) considered by the consumer.
C) successfully categorized.
D) detected by the senses.

Question 16

The perceptual process starts with

A) exposure to a stimulus.
B) a perceived risk.
C) problem identification.
D) contextual awareness.

Question 17

Marketers try to get their products and messages in as many places as possible to

A) provide context.
B) interact directly with consumers.
C) increase the chances of exposure.
D) attract attention.

Question 18

_______ means focusing mental concentration on a given stimulus.

A) Novelty
B) Attention
C) Exposure
D) Interpretation

Question 19

_______ is something that is unexpected and out of the ordinary, based on previous experiences and knowledge of that stimulus.

A) Awareness
B) Exposure
C) Novelty
D) Connection

Question 20

_______ involves attaching meaning to the stimulus.

A) Exposure
B) Attention
C) Performance
D) Interpretation

Question 21

The cognitive frameworks that are used to organize and interpret information are called

A) schemas.
B) attributes.
C) initiatives.
D) exposures.

Question 22

_______ exposure is the act of purposely seeking or avoiding exposure to stimuli.

A) Absolute
B) Selective
C) Interpretive
D) Subliminal

Question 23

Perceptual vigilance occurs when

A) the extent to which an individual's sensitivity to a stimulus diminishes over time.
B) an individual avoids exposure to potentially threatening or unpleasant stimuli.
C) something is unexpected and out of the ordinary, based on previous experiences.
D) an individual determines that a stimulus may or may not be personally relevant.

Question 24

Perceptual defense occurs when

A) an individual's sensitivity to a stimulus diminishes over time.
B) an individual avoids exposure to potentially unpleasant stimuli.
C) something happens that is unexpected and out of the ordinary.
D) a stimulus may or may not be personally relevant.

Question 25

According to the phenomenon called the _______, the more often you are exposed to a stimulus, the more you will like it.

A) absolute threshold
B) principle of proximity
C) mere exposure effect
D) just-noticeable difference

Question 26

Subliminal exposure to a stimulus means that

A) the stimulus is developed specifically for individuals that seek out exposure to topics and products that they are interested in.
B) consumers interpret information that confirms their beliefs more readily than information that counters their beliefs.
C) the human brain is adept at grouping objects together that are physically similar.
D) the stimulus occurs below the level at which it can be consciously perceived.

Question 27

Gestalt psychology explains how the human brain

A) looks for completeness.
B) seeks individuality.
C) stores information.
D) identifies subliminal exposure.

Question 28

Which Gestalt principle says that experiencing psychological tension that motivates individuals to fill in the "missing" elements of an incomplete picture?

A) The principle of proximity
B) The principle of closure
C) The principle of similarity
D) The principle of figure and ground

Question 29

Which Gestalt principle refers to how the human brain groups items that are perceived as belonging together?

A) The principle of similarity
B) The principle of figure and ground
C) The principle of closure
D) The principle of proximity

Question 30

Which Gestalt principle finds that items that are close together are perceived to be more similar than items that are farther apart?

A) The principle of similarity
B) The principle of proximity
C) The principle of figure and ground
D) The principle of closure

Question 31

Which Gestalt principle states that we are more likely to notice things when they stand out from where they are placed?

A) The principle of closure
B) The principle of similarity
C) The principle of figure and ground
D) The principle of proximity

Question 32

What is the final step in the perceptual process?

A) Interpretation
B) Selection
C) Attention
D) Response

Question 33

Experiencing an emotion is an example of which type of response?

A) Outward
B) Selective
C) Inward
D) Essential

Question 34

Clicking on an ad is an example of which type of response?

A) Essential
B) Outward
C) Selective
D) Inward

Question 35

Visual representations of the marketplace from the customer's perspective are called

A) reflective models.
B) schemas.
C) semiotics.
D) perceptual maps.

Question 36

Perceptual (or positioning) maps developed by

A) asking consumers a series of questions.
B) assessing various psychological risks.
C) creating a just-noticeable difference.
D) interpreting differential thresholds.

Question 37

_______ risk is the amount of uncertainty or doubt a consumer has when buying a product or service.

A) Perceived
B) Experiential
C) Subliminal
D) Adaptation

Question 38

_______ risk is the perception of a likely economic loss.

A) Performance
B) Social
C) Financial
D) Psychological

Question 39

Companies offer money-back guarantees to consumers to help reduce perceived _______ risk.

A) performance
B) physical
C) time
D) social

Question 40

_______ risk is the perception of bodily harm that a product or service might have.

A) Social
B) Physical
C) Functional
D) Performance

Question 41

_______ risk is the risk of damaging your standing in your community.

A) Social
B) Performance
C) Time
D) Physical

Question 42

_______ risk reflects the potential to damage an individual's self-perception.

A) Physical
B) Social
C) Psychological
D) Financial

Question 43

What is brand perception?

A) A visual depiction of how consumers view brands
B) The feelings that consumers have toward a brand
C) The realization of visual inconsistencies
D) Uncertainty regarding social and financial risks

Question 44

Why would a brand consider repositioning?

A) Consumers stick with what they know.
B) The brand is new to market.
C) The brand has a superior value proposition.
D) The needs of the market have changed.

Question 45

People often believe that there is a correlation between the price and the _______ of a product.

A) color
B) quality
C) shape
D) adaptation

Question 46

Why would consumers conclude that a product is deserving of a high price?

A) The brand has recently repositioned itself.
B) The product is sold in an upscale store.
C) The brand encourages selective exposure.
D) The product is sold by a mid-range retailer.

Question 47

Semiotics is a field of study that interprets "objective" reality in the context of subjective _______ codes.

A) reliability
B) financial
C) cultural
D) subliminal

Question 48

_______ is concerned with exploring the links between signs and symbols and the meanings they signify and convey.

A) Semiotics
B) Mental accounting
C) The principle of closure
D) Weber's law

Question 49

Weber's law says that

A) consumers interpret information that confirms their beliefs more readily than information that counters their beliefs.
B) the human brain is adept at grouping objects together that are physically similar.
C) a consumer will pay more attention to the textual information on the package and less attention to the graphics.
D) the stronger the initial stimulus, the more difference would be required for the change to be noticed.

Question 50

Who was particularly influential in advancing the theory of semiotics?

A) George Bernard Shaw
B) Adam Smith
C) Charles Sanders Peirce
D) Henric Gestalt

Question 51

How do attractive food products impact preconsumption, consumption, and post consumption evaluations? Why?

Question 52

Aside from color, what other visual elements are also important to a consumer's perceptual process? Why are they important?

Question 53

Which of the four senses elicits the strongest emotions? Why? Why is this important to marketers?

Question 54

What is the difference between absolute threshold and differential threshold? Why are they important to marketers?

Question 55

What is the difference between exposure, attention, and interpretation?

Question 56

What is selective exposure? Describe the difference between perceptual vigilance and perceptual defense.

Question 57

What is subliminal exposure? Can subliminal messages impact behavior? Why or why not?

Question 58

Explain semiotics. Why should marketers consider semiotics when selecting the color of products, packaging, and marketing materials?

Question 59

Explain price perception. Why would a marketing manager choose to place a product in an upscale store?

Question 60

Explain performance or functional risk. Give an example of how companies can reduce perceived performance of functional risk.

Question 61

Describe how each of the five senses picks up information from the environment and makes that information available for the attention step of the perceptual process.

Question 62

Describe Gestalt psychology and how it has influenced the field of marketing? Identify and describe the four key principles of Gestalt psychology listed in the text.

Question 63

You are the marketing manager for a shampoo company and decide to create a perceptual or positioning map. Provide a detailed description of how you do so. What insights can be drawn from positioning maps?