Deck 3: Perception

Question 1

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

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

Answer 1

perception

Question 2

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

Answer 2

A

Question 3

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

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

Answer 3

B

Question 4

________ 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 5

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 6

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 7

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 8

The meaning derived from a sign or symbol is known as the ________.

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

Question 9

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 10

A retailer decides to reduce the price of a jacket that normally costs $98.The reduction in price is $3.The store owner 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)Golden triangle
D)Weber's law

Question 11

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

A)Absolute
B)Differential
C)Intensity
D)Relative

Question 12

When Jane shops, she must feel the fabric of any potential clothing 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 13

What occurs when a stimulus comes within the range of someone's sensory receptors?

A)J.n.d.(just noticeable difference)
B)Retention
C)Subliminal suggestion
D)Exposure

Question 14

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

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

Question 15

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 16

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)Intensity threshold
B)Differential threshold
C)Absolute threshold
D)Relative threshold

Question 17

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 18

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 19

At his local wine shop, Marco reads the label on the back of a bottle of wine.On it, a descriptive paragraph reads: 'This exquisite full-bodied cabernet, produced in the pastoral, wind-swept sloping vineyards of the Sancerre in France, will delight you with an aroma of coffee and chocolate and the taste of blackcurrant and cherries'.The description is targeted at Marco's sense of ________.

A)hedonic consumption
B)context effects
C)embedded consumption
D)sound symbolism

Question 20

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 21

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

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

Question 22

James loves hiking and recently saw Patagonia clothing for the first time.He was attracted by the logo, a mountain range and a multi-coloured sky, but he thought the clothing was too expensive.The next week, however, James saw a TV advertisement with the Patagonia founder speaking about his commitment to environmental responsibility, corporate sustainability and altruism.James then bought Patagonia fleeces and pants and feels good about himself when he wears them.James derived meaning from his clothing because of ________.

A)subliminal persuasion
B)figure-ground projection
C)semiotic relationships
D)consumer-modelling connections

Question 23

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)augmented reality

Question 24

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)sign

Question 25

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

A)Freudian
B)Gestalt
C)Simmons
D)Covey

Question 26

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

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

Question 27

In a few minutes of walking around Times Square in New York City, Tatiana sees hundreds of advertisements for food, jewellery, Broadway shows, shoes and lingerie.City buses and taxis both have advertisements for films, television shows and video games, and when she walks by store fronts, men and women with microphones relay the sales of the day.Tatiana is in a state of ________.

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

Question 28

The extent to which processing activity is devoted to a particular stimulus is known as ________.

A)exposure
B)perception
C)attention
D)sensation

Question 29

________ 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 30

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)Sign
B)Object
C)Interpretant
D)Structure

Question 31

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

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

Question 32

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 33

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 34

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 35

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 36

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

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

Question 37

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 38

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 39

What 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 40

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 41

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

Question 42

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

Question 43

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

Question 44

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 45

Elaine is a software developer.She is currently working on an app that allows the user to hold their phone camera up to address of any building in New York.Once the address is in the viewfinder, the user can tap on the screen, which will bring up interesting historical pictures of the building and also information on notable people who have lived or worked there in the past.What is Elaine's app utilising?

A)The Internet of Things
B)Augmented reality
C)Weber's law
D)Subliminal perception

Question 46

All consumers carry schema 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' schema
B)violates the customers' schema
C)requires that customers defend their current views about the product category
D)is simple and easy to understand

Question 47

Suddenly, as if out of nowhere, Jennifer begins to see coconut-flavoured coffee advertised everywhere.In any café or restaurant, she sees posters and signs for coconut lattes, coconut iced coffees and coconut milk-covered coffee beans.A few months later, Jennifer notices that she doesn't see anything related to coconut-flavoured coffee anymore.What did Jennifer experience?

A)The endowment effect
B)A fad
C)Sensory marketing
D)Subliminal perception

Question 48

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

Question 49

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

Question 50

In the past tomato sauce formed an unbecoming 'scum' on its surface if it was exposed to 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)augmented reality
D)schemas

Question 51

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 52

Interpretation is the last stage of the perceptual process.

Question 53

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 54

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

Question 55

Before Sherif crawls into bed after a long day, he uses an app on his smartphone to dim the lights in his bedroom.He also speaks to his phone, asking it to play classical music by Haydn, which promptly begins playing from speakers on either side of his bed.Finally, he uses his phone to reduce the temperature in his bedroom.Sherif is utilising ________.

A)schemata
B)augmented reality
C)the Internet of Things
D)hedonic consumption

Question 56

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

Question 57

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 58

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 59

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

Question 60

Jin-Tae is browsing watches in a store.A sales representative sees Jin-Tae linger over a new, high-end fitness tracker watch.The sales rep approaches Jin-Tae and encourages him to hold the watch, to put it on, and to imagine that it is his and that he could use it on his daily jogs.The sales rep is engaging in ________.

A)subliminal perception
B)perceptual vigilance
C)the closure principle
D)the endowment effect

Question 61

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

Question 62

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 63

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

Question 64

Because of the Gestalt principle of closure, you can understand the following uniquely-printed sentence: Percption is imptant in undrstdng consmr bhavr.

Question 65

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 66

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

Question 67

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 68

A number of smartphone apps incorporate augmented reality media in order to access enhanced digital information.

Question 69

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

Question 70

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 71

List the three stages of the perception process and give a brief definition of each.
Standard/Graduate Attribute:

Question 72

Placing fresh flowers near a supermarket entrance can prime customers to unwittingly associate freshness with the supermarket.This is an example of the automated unconscious at work.

Question 73

The endowment effect shows that if customers touch a product they are less likely to purchase it.

Question 74

Define the concepts of hedonic consumption and sensory marketing, and then explain how they are related.
Standard/Graduate Attribute:

Question 75

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

Question 76

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

Question 77

Blind taste tests in the 1980s showed that most Coke drinkers preferred a cola that was sweeter than the current product.When Coca-Cola attempted to make its product sweeter, brand loyal customers revolted and demanded the old product be returned.Explain how Coca-Cola marketers could have used the principles of psychophysics to introduce the new coke without creating these problems.
Standard/Graduate Attribute:

Question 78

When a group of people all receive the same stimuli inputs, there will be interpretational uniformity among them.

Question 79

As people age, their sensory detection abilities decline.The Baby Boomers are fast reaching retirement age.How will advertisements in the future likely change sensory stimuli to accommodate this changing demographic?
Standard/Graduate Attribute:

Question 80

What is the difference between sensation and perception?
Standard/Graduate Attribute: