Question 1

Individuals express their need for ________ by organizing their perceptions so that they form a complete picture.

Accepted Answer

A)   closure
B)   interpretation
C)   grouping
D)   figure-ground patterns
E)   exposure A

Question 2

Which of the following is an illustration of a price discount that would be viewed as most favorable given the "right side effect"?

Accepted Answer

A)   a discount from $26 to $25
B)   a discount from $22 to $21
C)   a discount from $19 to $18
D)   a discount from $16 to $15
E)   a discount from $39 to $38 B

Question 3

What is subliminal perception? How does it relate to marketing?

Accepted Answer

When people are stimulated below their level of conscious awareness because the stimuli are too weak or too brief to be consciously seen or heard, this is known as subliminal perception.
Marketers have tried subliminal messaging in the past, but no real evidence shows that subliminal messaging can influence consumer decisions, even though in some instances it has. Some research shows that subliminal perception influences affective reactions, but not their activities or motives.

Question 4

The minimal difference that can be detected between two similar stimuli is called the absolute threshold.

Accepted Answer

A) True 
 B)False

Question 5

What is the THIRD step in the positioning process?

Accepted Answer

A)   Create a positioning statement focused on the benefits and value that the product provides.
B)   Determine the target market's preferred combination of attributes.
C)   Define the market in which the product or brand competes, relevant buyers and competitors.
D)   Develop a distinctive, differentiating, value-based positioning concept.
E)   Research how consumers perceive competing offerings on relevant attributes.

Question 6

________ is consumers' heightened awareness of stimuli that meet their needs or interests and minimal awareness of stimuli irrelevant to their needs.

Accepted Answer

A)   Selective attention
B)   Selective exposure
C)   Perceptual defense
D)   Perceptual blocking
E)   Perceptual differentiation

Question 7

There are many ways consumers handle risk. Identify and discuss three methods.

Accepted Answer

The answer of There are many ways consumers handle risk....

Question 8

When consumers buy the most expensive model to mitigate the risk of purchasing a poorly performing product, they are using ________ to minimize their risk.

Accepted Answer

A)   information-seeking behavior
B)   brand loyalty
C)   narrow categorization
D)   the price-quality relationship
E)   perceptual blocking

Question 9

The most widely accepted framework for researching service quality stems from the premise that a consumer's evaluation of service quality is a function of the ________ of the gap between the customer's expectations of service and the customer's assessment of the service actually delivered.

Accepted Answer

A)   type and physical characteristics
B)   intangible attributes
C)   extrinsic cues
D)   magnitude and direction
E)   intrinsic cues

Question 10

Lola is concerned about the impact of genetically modified ingredients found in foods on the long-term health of her family members. She is perceiving ________ risk.

Accepted Answer

A)   financial
B)   psychological
C)   time
D)   physical
E)   functional

Question 11

Products, packages, brand names, advertisements, and commercials are examples of ________.

Accepted Answer

A)   sensations
B)   receptors
C)   realities
D)   stimuli
E)   intensities

Question 12

After buying a Mini Cooper, Kate began paying more attention to advertisements for Mini and spent more time on websites reading about how much Mini drivers love their cars because she was sympathetic to these messages and found them pleasant. This is an example of ________.

Accepted Answer

A)   selective attention
B)   selective exposure
C)   perceptual defense
D)   perceptual blocking
E)   perceptual organization

Question 13

Marketers take advantage of ________ when they extend a brand name associated with one line of products to another.

Accepted Answer

A)   physical appearances
B)   perceptual blocking
C)   the halo effect
D)   the persistence of first impressions
E)   consumers' tendency to jump to conclusions

Question 14

JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended yogurts. It recently decided to start producing fruit juices under the Fruit Fusions name as well. The company's research determined that there was a potential niche market for organic fruit juices packaged in small single servings and sold as an alternative to canned soft drinks typically consumed during lunch. In trying to price the new line of drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable quality cost, and what they considered to be a fair price for this kind of drink. With the slogan "Nothing this good comes in a can," the juice line's print ads feature a brightly colored bottle of juice on a completely white background and are placed in magazines specializing in health and wellness.
-In the JUICE MINI CASE, Fruit Fusions places its advertisements in magazines focused on health and wellness under the assumption that people reading such magazines are interested in health foods and are more likely to seek out information about Fruit Fusions from the advertisements than consumers reading a magazine focused on news and entertainment. This phenomenon is known as ________.

Accepted Answer

A)   selective exposure
B)   perceptual defense
C)   selective organization
D)   the contrast effect
E)   perceptual blocking

Question 15

Which of the following is NOT an implication of the JND for logos?

Accepted Answer

A)   Marketers usually make numerous small changes.
B)   Marketers minimize noticeable changes to maintain consumer recognition.
C)   Marketers who make dramatic changes to logos may anger customers.
D)   Marketers who crossed the differential threshold have chosen to return to their original logos.
E)   Marketers should always try to cross the JND and make dramatic changes.

Question 16

For each individual, reality is a totally personal phenomenon, based on that person's needs, wants, values, and personal experiences.

Accepted Answer

A) True 
 B)False

Question 17

When a product is ________, memory of the ________-related attributes increases.

Accepted Answer

A)   scented; non-scent
B)   non-scented; scent
C)   auditory; non-auditory
D)   non-auditory; auditory
E)   quiet; scent

Question 18

________ is any price that a consumer uses as a basis for comparison in judging another price.

Accepted Answer

A)   Reference price
B)   Perceived price
C)   Efficiency price
D)   Value price
E)   Differential price

Question 19

________ is a statement or slogan that describes a company's character without referring to its specific branded products.

Accepted Answer

A)   Premier position
B)   Positioning against competition
C)   Umbrella positioning
D)   Key attribute positioning
E)   Un-owned perception positioning

Question 20

________ is time spent in product search that may be wasted if the product does not perform as expected.

Accepted Answer

A)   Financial risk
B)   Social risk
C)   Psychological risk
D)   Functional risk
E)   Time risk

Exam 4: Consumer Perception and Positioning