Deck 13: Perception and Information Processing

Question 1

Perception is the process whereby individuals receive, select, organize, and interpret sensory stimuli to produce a meaningful picture of their world.

Answer 1

True

Question 2

Retention is the series of activities whereby sensory stimuli are perceived, transformed into information, and stored in a person's memory to be retrieved for later use.

Answer 2

False

Question 3

The interpretation of sensations to produce meaning is the sensory system.

Answer 3

False

Question 4

Hidden words and images, most of which appeal to subconscious drives such as sex and thanatos, are subvisual messages.

Question 5

Incongruities occur when the advertisement implies more than what the written copy states.

Question 6

Price is the most widely employed surrogate indicator.

Question 7

Most surrogate indicators are nonperformance attributes and are generally less likely to validly predict product performance.

Question 8

The proximity principle holds that people categorize stimuli into smooth, uninterrupted, continuous forms, rather than into discontinuous patterns.

Question 9

The closure principle states that people tend to perceive incomplete patterns as being complete based on prior experiences.

Question 10

Confidence value concerns the consumer's self-perceived ability to use a product's attributes to correctly distinguish among brands.

Question 11

The tendency of people to notice stimuli related to their own needs, wants, interests, values, attitudes, and beliefs is __________.

A) Perception
B) Perceptual predispositions
C) Perceptual defense
D) Perceptual vigilance
E) Perceptual offense

Question 12

What is contextual advertising?

A) Search engine optimization
B) A system which sensors advertising according to age
C) A system through which ads get served up online to an individual viewer of a Web page based on the content the viewer is reading
D) A system which suggests products or services similar items the consumer has recently purchased
E) Word of mouth advertising

Question 13

Jason was asked at his job interview to name some of his weaknesses. He answered that he is a perfectionist and takes his time when completing projects in order to be thorough. What is this an example of?

A) Impression management
B) A euphemism
C) Deceptive techniques
D) Perceptual techniques
E) Positive spin control

Question 14

Messages which are repeatedly flashed extremely briefly every few seconds to consumers are __________.

A) Visual messages
B) Embeds
C) Euphemisms
D) Deception
E) Subvisual messages

Question 15

Price decreases and quality improvements are examples of __________.

A) Impression management
B) Desired market changes
C) Market signals
D) Product-related attributes
E) Spin control

Question 16

The nutritional ingredients in a Slimfast shake are an example of which type of perceptual cue?

A) Indirect indicator
B) Nonproduct related attribute
C) Intrinsic cue
D) Extrinsic cue
E) Physical outside attribute

Question 17

Tory Burch shoes and tote bags are sold exclusively at Saks, Neiman Marcus, and Bloomingdales. Which surrogate indicator is demonstrated here?

A) Market share
B) Price
C) Channel of distribution
D) Retail space
E) Exclusitivity

Question 18

The suggestion that people acquire meaning from the totality of a group of proximate stimuli rather than from any one individual stimulus is __________.

A) The Gestalt principle
B) Principles of context
C) Principles of form
D) Principles of grouping
E) Similarity principles

Question 19

Hotwire.com offered a packaged vacation to the Jones family including hotel, airfare, and rental car. What is this bundle vacation package demonstrating?

A) Proximity principle
B) Principle of context
C) Conformity principle
D) Yield management
E) Principle of form

Question 20

What a person expects to perceive or is used to perceiving is a __________.

A) Conformity set
B) Similarity set
C) Principles of form
D) Perceptual set
E) Principles of perception

Question 21

Which two factors determine the nature of selective perception?

Question 22

Cite and describe two marketing implications of selective perception.

Question 23

What is the relationship between deception and subjective perception?

Question 24

What is the relationship between subliminal messages and the absolute threshold level?

Question 25

What is sensory adaptation? Provide an example of an instance where you have experienced sensory adaptation.

Question 26

What is backmasking? Describe the theory behind this form of subliminal messaging.

Question 27

List three practical difficulties in using subliminal messaging.

Question 28

What is the formula for Weber's Law? What does it measure?

Question 29

Cite three undesirable market changes that marketers try to make unnoticeable by consumers.

Question 30

Cite and describe four conditions where consumers use surrogate indicators.