Deck 2: Perception

Question 1

Research has indicated that the colour ________ creates feelings of arousal and stimulates appetite.

A) blue
B) red
C) yellow
D) black

Answer 1

B

Question 2

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

A) phoneme
B) schema
C) sensory signature
D) interpretant

Answer 2

C

Question 3

The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.

A) absolute
B) differential
C) intensity
D) relative

Answer 3

B

Question 4

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) perceptual defence
B) perceptual vigilance
C) subliminal perception
D) adaptation

Question 5

The immediate response by our eyes,nose,mouth or fingers to such basic stimuli as light,colour,sound,odour and texture is called ________.

A) reception
B) awareness
C) perception
D) sensation

Question 6

Processing information from more than one medium at a time is known as ________.

A) multitasking
B) perceptual hyperactivity
C) perceptual chunking
D) interactive attention

Question 7

As manufacturing costs decrease and the amount of products that people accumulate increases,consumers increasingly want to buy things that will provide ________ value.

A) hedonic
B) Gestalt
C) embedded
D) referent

Question 8

When a stimulus comes within the range of someone's sensory receptors,________ occurs.

A) just noticeable difference (j.n.d.)
B) retention
C) subliminal suggestion
D) exposure

Question 9

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

A) Absolute threshold
B) Differential threshold
C) Subliminal perception
D) Perceptual selection

Question 10

Some colour combinations come to be so strongly associated with a corporation that they become known as the company's ________.

A) position
B) signature
C) trade dress
D) schema

Question 11

________ refers to the extent to which processing activity is devoted to a particular stimulus.

A) Exposure
B) Perception
C) Attention
D) Sensation

Question 12

The average adult is exposed to about 3500 pieces of advertising information every single day,far more information than they can or are willing to process.Consumers who are exposed to more information than they can process are in a state of ________.

A) advertising bombardment
B) sensory overload
C) sensory shifting
D) circuit overcapacity

Question 13

Which of the following refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes?

A) Sound symbolism
B) Audio watermarking
C) Semiotics
D) The principle of similarity

Question 14

When Jane shops,she must feel the fabric of any potential clothing buy before she even bothers to see what the design is.She has a high need to touch.Which sense system is important to Jane in her clothing shopping?

A) Visual
B) Auditory
C) Haptic
D) Liminal

Question 15

The minimum difference that can be detected between two stimuli is known as the ________.

A) 'bare' minimum
B) gradual differentiation
C) j.n.d. (just noticeable difference)
D) graded difference

Question 16

The ________ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.

A) absolute
B) differential
C) intensity
D) relative

Question 17

The process by which people select,organise and interpret sensory information is called ________.

A) reception
B) awareness
C) perception
D) sensation

Question 18

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

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

Question 19

According to Weber's Law,the ________ the initial stimulus,the greater a change must be for people to notice the change.

A) more common
B) stronger
C) weaker
D) more unusual

Question 20

Because the brain's capacity to process information is limited,consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs.This type of perceptual filter is called ________.

A) perceptual defence
B) perceptual vigilance
C) subliminal perception
D) adaptation

Question 21

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.

A) one-on-one
B) subliminal
C) differentiated
D) sensory

Question 22

A billboard is positioned beside a busy highway.However,the merchant who has purchased the billboard complains 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 80+ km/hour 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 intensity threshold
B) The differential threshold
C) The absolute threshold
D) The relative threshold

Question 23

Size,colour,position and novelty are all strategies for creating which of the following?

A) Contrast
B) Adaptation
C) Vigilance
D) Thresholds

Question 24

According to the exposure factor leading to adaptation,frequently encountered stimuli ________ as the rate of exposure increases.

A) adapt
B) habituate
C) prime
D) overload

Question 25

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

A) semiotics
B) psychophysics
C) Gestalt
D) hyperreality

Question 26

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

A) icon
B) index
C) symbol
D) schema

Question 27

Ben is driving along a country highway.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) Attention
C) Adaptation
D) Interpretation

Question 28

Nadia loves the feel of her new jacket and the smell of her leather car seats on a crisp fall day.As she passes a billboard,she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping centre where she knows the famous ice cream store is located.In the above example,Nadia is responding to ________.

A) sensory inputs emanating from the external environment
B) sensory inputs emanating from the internal environment
C) emotional outputs
D) decision sequences dictated by sensory outputs

Question 29

Lifestyle,attributes,competitors and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.

A) sensory signature
B) position
C) priming
D) trade dress

Question 30

The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors.

A) positioning strategy
B) Gestalt psychology
C) sensory signature
D) priming strategy

Question 31

Coca-Cola utilises the ________ with their diverse range of soft drinks all contained in similar-shaped bottles and linked product lines sharing common colour schemes.

A) principle of similarity
B) figure-ground principle
C) subliminal principle
D) closure principle

Question 32

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?

A) Subliminal persuasion
B) Figure-ground projection
C) Semiotic relationships
D) Consumer-modelling connections

Question 33

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 ________.

A) absolute
B) negligible
C) relative
D) embedded

Question 34

Our brains tend to relate incoming sensations to others already in memory,based on some fundamental organisational principles.These principles derive from ________,a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus.

A) Freudian psychology
B) Gestalt psychology
C) Simmons psychology
D) the Covey approach

Question 35

In the process of ________,certain properties of a stimulus evoke a schema.

A) priming
B) differentiating
C) indexing
D) perceptual mapping

Question 36

From a semiotic perspective,every marketing message has three basic components.Which of those components is the sensory image that represents the intended meaning?

A) The sign
B) The object
C) The interpretant
D) The structure

Question 37

Which of the following refers to the meanings we assign to sensory stimuli?

A) Schema
B) Semiotics
C) Interpretation
D) Perception

Question 38

When we ________ products,we evaluate them using schemas we typically apply to classify people.

A) prime
B) filter
C) imprint
D) anthropomorphise

Question 39

According to the ________ factor leading to adaptation,simple stimuli habituate because they do not require attention to detail.

A) exposure
B) vigilance
C) discrimination
D) relevance

Question 40

________ roughly means whole,pattern or configuration; this perspective is best summarised by the saying "the whole is greater than the sum of its parts."

A) Freudian traits analysis
B) Weber's Law
C) Gestalt
D) Kinsei

Question 41

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 associating the soda with its ability to absorb odours
B) By associating the soda with a fictional character called Simon Soda
C) By emphasising the low cost of the soda
D) By informing customers of the historic importance of baking soda in germ protection

Question 42

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

Question 43

Perception refers to the immediate response of our sensory receptors to such basic stimuli as light,colour and sound.

Question 44

A behavioural researcher studying how consumers use multisensory,fantasy and emotional factors in selecting products is studying hedonic consumption.

Question 45

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

Question 46

Sensory marketing has proven to be largely ineffective as a marketing approach.

Question 47

Marketers have generally failed in their efforts to introduce scented marketing practices and products to the Australian marketplace.

Question 48

Which of the following is most relevant to a company that wants to position a new brand on price leadership?

A) Gestalt psychology
B) Weber's Law
C) Augmented reality
D) The closure principle

Question 49

Interpretation is the last stage of the perceptual process.

Question 50

Mary travels the same way to work every day.She notices advertisements in store windows when the ads first go up.However,after a few days,Mary no longer pays any attention to these ads because they have become familiar.Which of the following personal selection factors is affecting Mary's response to the ads?

A) Perceptual vigilance
B) Perceptual defence
C) Contrast
D) Adaptation

Question 51

Colours look duller to older people,which is why they prefer white and other bright tones.

Question 52

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?

A) She could make the drink twice as sweet by adding twice the amount of sugar.
B) She would need to research how the perception of 'sweetness' changed with 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.

Question 53

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

Question 54

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

A) Subliminal messages are below the threshold of perception, so they cannot be utilised in marketing.
B) Subliminal ads can be effective, but customers do not like them; therefore, marketers avoid them.
C) There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising.
D) It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have specific effects.

Question 55

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

Question 56

A retailer decides to reduce the price of a jacket that normally costs $98.The reduction in price is $3.The storeowner believes that the reduction will catch the eye of the value shopper.If the jacket does not sell,the retailer might wish to consider which of the following before making another price change?

A) Subliminal perception
B) The figure-ground principle
C) The golden triangle
D) Weber's law

Question 57

All consumers carry schemata in their minds when they enter the marketplace.According to the principles of perceptual vigilance and defence,a marketer should be careful to create a promotion for the new product that ________.

A) conforms to the customers' schemata
B) violates the customers' schemata
C) requires that customers defend their current views about the product category
D) is simple and easy to understand

Question 58

In the past tomato sauce formed an unbecoming 'scum' on its surface if it was exposed to the air,so manufacturers created the traditionally shaped tomato sauce bottle with the narrow opening.When chemicals were developed to reduce this oxidation,it was then possible to sell tomato sauce in more conveniently shaped containers.Customers,however,rejected bottles that didn't have the traditional sauce shape.This is an example of the power of ________ in the marketplace.

A) sensory overload
B) thresholds
C) hyperreality
D) schemas

Question 59

Some colour combinations can become so associated with a company that the corporation may be granted exclusive use of these colours.

Question 60

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

A) Bill can't get an advertising jingle out of his mind when he enters a store and sees the product the jingle advertises.
B) Kim can never buy fashionable clothes without looking carefully at their construction and then feeling the quality of the material with her fingers.
C) Marcus often buys products just to make his wife angry. He thinks that since she is such a penny-pincher she ought to be punished. Buying unneeded items is how Marcus punishes her frugality.
D) A new computer game rapidly replaced an older one because it had much faster action.

Question 61

The icons on the restroom doors in a bar in Tamworth were a doe and a buck.This is an excellent example of hyperreality.

Question 62

Individuals have different absolute thresholds for visual and aural stimuli.This fact supports the statement that subliminal advertising would need to be tailored to the individual in order to be effective.

Question 63

According to the retailer's rule of thumb based on the closure principle,when a sale catalogue is created the prices (on average)of the products in the catalogue should be reduced by about 20 per cent.

Question 64

Weber's Law states that the intensity of the stimulus is greater if its duration is increased.

Question 65

What does the word gestalt mean,and how does the term describe an important principle of the perceptual process?

Question 66

Advertising has increasingly become less effective because of increased clutter.How can advertisers use contrast to cut through the clutter?

Question 67

What does the study of semiotics attempt to do?

Question 68

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.

Question 69

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

Question 70

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

Question 71

As a personal selection factor,adaptation is seen as the degree to which consumers continue to notice a stimulus over time.Five factors can lead to adaptation.List the five factors and briefly describe their connection with adaptation.

Question 72

On Lost,the popular television drama with mysterious and supernatural plotlines,the fictional Hanso Foundation sponsors questionable research projects.Many Lost Web sites now sell items bearing the Hanso name and logo.This is an example of hyperreality.

Question 73

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

Question 74

List the three stages of the perception process and give a brief definition of each.

Question 75

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

Question 76

Define the concepts of hedonic consumption and sensory marketing,and then explain how they are related.

Question 77

Consumers are more likely to be aware of stimuli that relate to their current needs.This is an example of perceptual vigilance.

Question 78

Sarah realises she just made a mistake.In her hurried shopping trip,she picked up the yellow plastic squeeze bottle from the supermarket shelf,assuming it was French's mustard.To her dismay,it was the store brand.Her confusion is an illustration of the importance of package schematics.

Question 79

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.

Question 80

What is the difference between sensation and perception?