Deck 3: Consumer Learning Starts Here: Perception

Question 1

Paul tried the new healthy Marionette Marie biscuits but did not like their taste. He preferred the older Marie biscuits for maintaining a consistent taste for past twenty years. Paul's negative reaction to the new healthy Marie biscuits is a result of selective exposure.

Answer 1

False

Question 2

Comprehension refers to a consumer's awareness and interpretation of reality.

Answer 2

False

Question 3

Effects of subliminal persuasion are highly significant in bringing about behavioral changes in consumers.

Answer 3

False

Question 4

Consumers are indiscriminating in the information to which they pay attention.

Question 5

Contrasting stimuli are extremely ineffective in getting consumers' attention.

Question 6

According to the behaviorist approach of learning, bits of knowledge are processed electronically to form meaning.

Question 7

While watching a movie, Suzy noticed that the characters in the movie often mentioned McKee's Watering Hole, a restaurant, in their conversations. After watching the movie, Suzy wanted to dine at McKee's Watering Hole, though other restaurants were less expensive. Suzy's choice to dine at Mckee's Watering Hole is a result of subliminal persuasion.

Question 8

Implicit memory is the memory for information one is exposed to, attends to, and applies effort to remember.

Question 9

The size of a stimulus does not affect a consumer's attention to observe or notice that particular stimulus.

Question 10

A brand image processed in implicit memory, meaning no attention was given to the image, can lead to greater liking.

Question 11

Perception represents an objective reality.

Question 12

Weber's Law states that as the intensity of an initial stimulus decreases, a consumer's ability to detect differences between two levels of the stimulus decreases.

Question 13

Labib's ability to recall an old radio jingle without any effort or intent is governed by his explicit memory.

Question 14

Both intentional and unintentional learning allow consumers to acquire knowledge about marketing-related information.

Question 15

A consumer stays neutral to both familiar and unfamiliar objects and is solely motivated by personal biases.

Question 16

Accommodation occurs when a consumer easily recognizes a round, red fruit as an apple.

Question 17

In the context of selective perception, exposure represents the first step to learning.

Question 18

Research examining subliminal processing suggests that subliminal persuasion is a very effective marketing tool.

Question 19

In instrumental conditioning, reinforcements must be positive for behavioral change to occur.

Question 20

With intentional learning, consumers simply sense and react (or respond) to the environment and do not attempt to comprehend the information presented.

Question 21

According to which of the following factors of effective marketing communication are flashing lights and "pointing" signage particularly effective tools for gaining consumer attention?

A) Contrast
B) Movement
C) Surprising stimuli
D) Involvement

Question 22

Consumers with strong beliefs about a brand tend to comprehend messages about the brand either positively or negatively, depending on their preexisting attitudes.

Question 23

Subliminal persuasion is behavior change induced or brought about based on selectively processing a message.

Question 24

The notion of grounded cognition suggests that bodily sensations influence thoughts and meaning independent of effortful thinking.

Question 25

When choosing a new cell phone, Hans conducted an Internet search, talked to friends, and visited several stores. This indicates that Hans was engaged in preattentive learning.

Question 26

Dessert Palaeice specializes in creating and selling unique bakes and ice creams. It introduces a specialty ice cream, served with a salty sauce instead of its usual array of sweet sauces. Dessert Palaeice's customers, though initially apprehensive, welcome the change in taste. Which of the following reactions is most likely responsible for the customers' cognitive categorization of the new product?

A) Assimilation
B) Apprehension
C) Accommodation
D) Contrast

Question 27

Every day on his drive to work, Hank passes by many billboards, and many advertisements play on the radio in his car. However, he only sees and hears a few of them. This is an example of selective distortion.

Question 28

To be effective, a conditioned stimuli should be presented after an unconditioned stimuli, and the pairing of the two should be done consistently and with repetition.

Question 29

The mere exposure effect works best when the consumer is distracted from processing the focal stimulus.

Question 30

Behaviorist approach of learning is concerned with the cognitive mechanics of the process of learning.

Question 31

Which of the following approaches to learning focuses on the cognitive processes associated with comprehension and how these precipitate behavioral changes?

A) The behaviorist approach to learning
B) The just noticeable difference theory
C) The unintentional learning theory
D) The information processing perspective

Question 32

Instrumental conditioning has occurred when a cat learns to run to kitchen for food every time it hears the sound of an electric can opener.

Question 33

_____ refers to the process by which the human brain assembles the sensory evidence into something recognizable.

A) Subliminal processing
B) Absolute threshold
C) Cognitive organization
D) Exposure

Question 34

The second stage in the perceptual process is marked by reaction.

Question 35

The mere exposure effect cannot take place when there is no recall of the previous stimulus.

Question 36

_____ refers to the purposeful allocation of information processing capacity toward developing an understanding of some stimulus.

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

Question 37

Mark tried to recall the answer to a question in his economics exam but was unable to do so. This is because the answer to that particular question had failed to register in his implicit memory.

Question 38

A conditioned stimulus is one presented below the threshold of perception.

Question 39

Selective attention is an unconscious effort made by a consumer to perceive subliminal stimuli.

Question 40

Conditioning represents a type of learning because it focuses on behavioral change that occurs through a consumer's interaction with the environment.

Question 41

Most consumers set out to specifically learn information about cars before making a purchase. Many search the Internet and visit dealerships before finalizing a purchase. Which of the following types of learning does this represent?

A) Intentional learning
B) Haptic learning
C) Observational learning
D) Spatial learning

Question 42

Sunrise Stores is a large retail store that offers a wide variety of products. Every time Richard visits it, he only focuses on the things he needs, ignoring the other items displayed at the store. Which of the following is Richard exhibiting?

A) Selective attention
B) Assimilation
C) Accommodation
D) Selective distortion

Question 43

_____ refers to a design that gives humanlike characteristics to inanimate objects.

A) Subliminal processing
B) Accommodation
C) Anthropomorphism
D) Assimilation

Question 44

Which of the following reactions is most likely to occur when a stimulus does not share enough in common with existing categories to allow categorization?

A) Assimilation
B) Accommodation
C) Contrast
D) Extinction

Question 45

Which of the following statements is true of perception?

A) It represents reality as it is and not as a subjective outlook on life.
B) It serves as a foundation upon which consumer learning takes place.
C) It highlights any changes in behavior of a person due to a stimulus.
D) It demonstrates the effect of reality on human behavior.

Question 46

A company that produces a popular brand of pasta decides against increasing its product price. Instead, the management chooses to decrease the quantity of packed content from 100gms to 90gms. According to the management, any move to increase the product price might result in the brand losing a major chunk of its loyal consumers who relate to the brand as affordable. This is an attempt by the company to preserve the _____ of its consumers regarding its product.

A) anticipation
B) assimilation
C) perception
D) apprehension

Question 47

A state implemented a much needed hike in gasoline price, increasing it by $2. This was followed by a public outcry against the price rise. A year later, the state again increased gasoline price by $2. This time, the public accepted it as essential, though there was a general murmur of dissatisfaction. Which of the following best explains the reason for the public's acceptance?

A) Theory X
B) Skinner's Law
C) Weber's Law
D) Equity theory

Question 48

Jason, a personal care product manufacturer, incorporates customers' suggestions in designing a new line of safety razors for men. The new product is launched with thinner, finer blades. However, when the new razors reach the market, customers fail to notice any improvement in them. In the given scenario, the customers' reactions indicate that the new razor design has failed to register the _____.

A) mere exposure effect
B) mere association effect
C) just meaningful difference
D) just noticeable difference

Question 49

Mesha reads a magazine article and finds out that a normal healthy adult should consume 25 grams of fiber a day. From the article, she also comes to know that fruits, vegetables, and whole grains are good sources of fiber. When Mesha visits a supermarket next, she purchases whole wheat bread instead of white bread and a greater quantity of fruits and vegetables than she did before reading the article. This change in Mesha's behavior is an example of _____.

A) learning
B) attention
C) perception
D) accommodation

Question 50

Which of the following statements is true of subliminal processing?

A) Objects are perceived to have humanlike characteristics.
B) Humans can process stimuli only above the absolute threshold.
C) Low-strength stimuli are perceived unintentionally by humans.
D) Purposeful allocation of information-processing capacity is developed.

Question 51

Sara receives information on different competing products and their prices on the Internet and utilizes the gathered data to settle for the best product in the market. In this example, the data gathered by Sara is most likely to be stored in her _____.

A) explicit memory
B) assimilated memory
C) accommodation memory
D) sensory memory

Question 52

In order to increase the sales of pizzas in a shopping mall, the management decides to insert very brief flashes of pizza images in movies that are being played at the theatre. The marketing strategy used in this scenario is known as _____.

A) sensory marketing
B) subliminal persuasion
C) selective exposure
D) product placement

Question 53

_____ are reinforcers that take the form of a reward.

A) Negative reinforcers
B) Conditioned stimuli
C) Positive reinforcers
D) Discriminative stimuli

Question 54

Which of the following statements is true of shaping?

A) It transfers meaning between objects that are similar only by accidental association.
B) It focuses on rewarding small behaviors that lead to the big behavior ultimately desired.
C) It creates preattentive effects, learning that is developed in the absence of attention.
D) It stores knowledge obtained from studying and paying close attention.

Question 55

In Pavlov's classical conditioning experiment, the salivation of the dogs on being exposed to the meat powder is an example of a(n) _____.

A) orientation reflex
B) selective distortion
C) involuntary attention
D) unconditioned response

Question 56

The first step in the perceptual process is called _____, which refers to the process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses.

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

Question 57

In a correctional home, small gestures among fellow inmates, like helping each other at work, or offering food to the needy, are rewarded with better treatment from the management and guarantee a more positive response at parole hearings in the long run. This method of rehabilitation of convicts demonstrates _____.

A) orientation reflex
B) extinction
C) classical conditioning
D) shaping

Question 58

Raina is actively trying to memorize the names of her colleagues by trying to associate their names with their faces. In this process, she is utilizing her _____.

A) procedural memory
B) explicit memory
C) episodic memory
D) implicit memory

Question 59

Jumbo Ring-O, a company that produces cereal product, changed the colors of its packaging box from dark brown to a bright red with yellow highlights in order to attract more consumers, usually children between age group of four to twelve years old. Which of the following factors was used by Jumbo Ring-O to improve its sale?

A) Contrasting stimuli
B) Size of stimuli
C) Intensity of stimuli
D) Surprising stimuli

Question 60

Which of the following statements is true of the mere exposure effect?

A) The mere exposure effect is created in the presence of attention.
B) The preferences associated with the mere exposure effect are difficult to elicit.
C) The size of the effect is not very strong relative to an effect created by a strong cohesive argument.
D) The mere exposure effect works best when the consumer has a high involvement in processing the object.

Question 61

Which of the following refers to the process through which behaviors cease due to lack of reinforcement?

A) Classical conditioning
B) Instrumental conditioning
C) Extinction
D) Punishers

Question 62

Advertisements that feature promotions such as buy-one-get-one-free offers essentially signal that customers will get value in some form of a reward when they perform a specific purchasing activity. These offers employ the strategy of _____.

A) discriminative stimuli
B) classical conditioning
C) orientation reflexes
D) surprising stimuli

Question 63

Images and sounds can be displayed or heard for such a short period of time, or at such a low level of intensity, that the brain cannot organize them and develop a meaning. Perception of such stimuli is governed by _____.

A) absolute threshold
B) selective attention
C) cognitive organization
D) subliminal processing

Question 64

_____ occurs when a stimulus shares some, but not all, of the characteristics that allow it to fit neatly in an existing category.

A) Assimilation
B) Accommodation
C) Contrast
D) Extinction

Question 65

ChocoTruk Inc., a restaurant that specializes in desserts, introduces a square-shaped ice cream cone made of soft marshmallow instead of the usual crunchy biscuit. However, ChocoTruk's customers do not seem too enthusiastic about it as it does not fit their idea of a traditional cone. Which of the following is most likely responsible for this customer reaction?

A) Contrast
B) Extinction
C) Accommodation
D) Assimilation

Question 66

Sandra and her husband want to purchase a new washer and dryer. They have limited knowledge of high-efficiency appliances, so they search the Internet, talk to friends and family, and visit several stores so that they can make an informed decision. Sandra and her husband are relying on_____.

A) involuntary attention
B) classical conditioning
C) intentional learning
D) implicit memory

Question 67

Which of the following statements is true of the information processing perspective to learning?

A) It assumes that all cognitive processes are behaviors themselves.
B) It assumes that consumers directly respond to a stimuli to which they are exposed.
C) It assumes that the description of what happens inside the human body can adequately explain human behavior.
D) It assumes that changes in thought and knowledge precipitate behavioral changes.

Question 68

While watching a movie, Daysha notices that a few brands have been conspicuously integrated with its screenplay. The main character drives a particular brand of car and drinks only a specific brand of beer. Daysha figures out that this is a marketing strategy that employs _____.

A) selective distortion
B) selective exposure
C) sensory marketing
D) product placement

Question 69

_____ occurs when behavior is modified through a consumer-stimulus interaction without any effortful allocation of cognitive processing capacity toward that stimulus.

A) Classical conditioning
B) Unintentional learning
C) Just noticeable difference
D) Just meaningful difference

Question 70

Obed's parents have promised Obed to buy him a new guitar if he scores good grades in his final semester exams. In this scenario, the guitar acts as a(n) _____.

A) negative punishment
B) conditioned stimulus
C) unconditioned response
D) positive reinforcer

Question 71

Which of the following terms refers to the way in which the human brain senses low-strength stimuli, that is, stimuli that occur below the level of conscious awareness?

A) Subliminal persuasion
B) Subliminal processing
C) Assimilation
D) Accommodation

Question 72

One of the popular conceptions about subliminal persuasion states that:

A) consumers can induce marketers to lower prices on their products through subliminal persuasion.
B) marketers can subliminally alter products or packages to make them more appealing to consumers.
C) consumers deliberately choose to be influenced by subliminal messages to avoid taking decisions.
D) marketers deliberately negate selling their products in order to increase their demands over time.

Question 73

In order to deal with the declining effectiveness of traditional advertising, marketers are finding unique ways to reach out to target customers. Integrating their goods with popular television programs is one such way. This type of advertising in which actors are shown using branded products is an example of _____.

A) product customization
B) product placement
C) selective exposure
D) selective distortion

Question 74

Consumers confront a barrage of marketing messages each day. Banner ads on websites, billboards, and print media are some of the agents through which these messages are communicated to the consumers. However, most consumers "see" only a few of these messages and screen out the rest. This process of filtering out stimuli is known as _____.

A) assimilation
B) selective distortion
C) attention
D) selective exposure

Question 75

While shopping for groceries, Nora picked up some Tumble Moo fruit juice. Even though it was not on her shopping list, she bought it because she had seen some billboards advertising the product while on her way to the market. Nora's choice was influenced by her _____.

A) explicit memory
B) sensory memory
C) implicit memory
D) semantic memory

Question 76

Which of the following statements is true of factors that generate consumer attention?

A) Contrasting stimuli are extremely ineffective in getting attention.
B) All else equal, smaller items garner more attention than larger ones.
C) Surprising stimuli are less likely to get consumers' attention.
D) Moving objects will garner more attention than stationary ones.

Question 77

Many store brand packages look similar to national brand packages. This is done with the hope that consumers' awareness and interpretation of the package design might lead them to think of the less expensive store brand as qualitatively comparable with the more expensive national brand. This is an attempt to influence consumers' _____.

A) orienting reflex
B) unconditioned response
C) perception
D) superego

Question 78

Selective distortion is a process by which:

A) a stimulus does not share enough in common with existing categories to allow categorization.
B) a stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category.
C) consumers readily recognize a piece of information by its characteristics and identify it as belonging to a specific category.
D) consumers interpret information in ways that are biased by their previously held beliefs.

Question 79

Bob reads a circular from the Department of Human Health and Safety. It recommends a lower intake of salt as a measure to prevent health problems. However, Bob has always believed that salt is good for health. He has seen his 90-year-old grandfather add extra salt to his food and still remain healthy. Bob, therefore, rejects the information in the circular. Which of the following offers an explanation for Bob's reaction?

A) Assimilation
B) Accommodation
C) Selective distortion
D) Subliminal processing

Question 80

Timmy was taught to identify a lion as an animal with a growling voice and thick mane. In his next visit to a zoo, Timmy was able to easily spot a lion. Which of the following consumer reactions to a stimulus is demonstrated in this example?

A) Accommodation
B) Assimilation
C) Exposure
D) Simulation