Question 1

Which of the following does NOT provoke attention?

Accepted Answer

A)  shocking images 
B)  contrasting images 
C)  adaptation 
D)  unrealistic images 
E)  contrasting sounds

Question 2

The point at which a person can detect a difference between "something" and "nothing" is that person's ________ for that stimulus.

Accepted Answer

A)  adaptation level 
B)  absolute threshold 
C)  just noticeable difference 
D)  differential threshold 
E)  sensory adaptation

Question 3

The image and unique identity of a product, service, or brand in consumers' minds is called its ________.

Accepted Answer

A)  position 
B)  perception 
C)  segment 
D)  target 
E)  imposition

Question 4

A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cells. This is called ________.

Accepted Answer

A)  subliminal perception 
B)  sequential transition 
C)  supraliminal perception 
D)  sensory adaptation 
E)  perceptual blocking

Question 5

The ________ of a product or service is the process by which a company creates a distinct image and identity for its products, services, and brands in consumers' minds.

Accepted Answer

A)  segmentation 
B)  target 
C)  positioning 
D)  psychographic inventory 
E)  concentrated marketing strategy

Question 6

When forming first impressions, the perceiver typically knows which stimuli are relevant, important, or predictive of later behavior.

Accepted Answer

A) True 
 B)False

Question 7

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 is taking advantage of ________ in extending its brand name association to its new juice line as a means of increasing consumer acceptance of the new product.

Accepted Answer

A)  umbrella positioning 
B)  product repositioning 
C)  contrast 
D)  consumer stereotypes 
E)  the halo effect

Question 8

Your interpretation of visual and sensory input about polo shirts may be different from your classmate's because perception is ________.

Accepted Answer

A)  objective 
B)  subjective 
C)  irrelevant 
D)  noise 
E)  based on personality traits

Question 9

The New York Times' positioning as "All the news that's fit to print" is an example of ________.

Accepted Answer

A)  premier position 
B)  positioning against competition 
C)  umbrella positioning 
D)  key attribute positioning 
E)  un-owned perception positioning

Question 10

What steps are involved in the positioning process?

Accepted Answer

The answer of What steps are involved in the positioning...

Question 11

How do marketers take advantage of the JND?

Accepted Answer

The answer of How do marketers take advantage of the...

Question 12

Canada requires tobacco firms to feature graphic health warnings on cigarette packs. In a perception context, this is to try to combat ________ where people no longer pay attention to the warning labels on packets.

Accepted Answer

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

Question 13

Ragu, a spaghetti sauce maker, has decided to launch its most popular sauce flavors in a small pouch format that is more convenient to use. When they choose to launch their most popular sauce flavors, which are "tried and true," instead of new flavors, Ragu is seeking to minimize consumers' perception of ________.

Accepted Answer

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

Question 14

According to Weber's law, a consumer will notice a 25 cent rise in the price of a 50 cent product more than a 25 cent rise in the price of a $10 product.

Accepted Answer

A) True 
 B)False

Question 15

Jeff wants to switch mobile phone carriers, but is concerned that if he switches, he may have to compare all the different carriers' calling plans again if he experiences a lot of "dropped calls" with his new provider. He is perceiving ________ risk.

Accepted Answer

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

Question 16

Yellow Tail wines changed its taglines from "Open for everything" and "Tails, you win" to "The go to" as part of its ________.

Accepted Answer

A)  premier position 
B)  positioning against competition 
C)  repositioning 
D)  key attribute positioning 
E)  umbrella positioning

Question 17

McDonald's slogans "You deserve a break today," "Make every time a good time," and "I'm Lovin' It" are examples of ________.

Accepted Answer

A)  premier position 
B)  positioning against competition 
C)  umbrella positioning 
D)  key attribute positioning 
E)  un-owned perception positioning

Question 18

Identify and briefly describe three of the basic principles of perceptual organization that relate to consumer behavior.

Accepted Answer

The answer of Identify and briefly describe three of the...

Question 19

People tend to experience the numerous stimuli they select from the environment as separate and discrete sensations.

Accepted Answer

A) True 
 B)False

Question 20

The marketer's objective is to far exceed consumers' JND for product improvements in order to engender greater brand loyalty from consumers.

Accepted Answer

A) True 
 B)False

Exam 4: Consumer Perception and Positioning

Which of the following does NOT provoke attention?

The point at which a person can detect a difference between "something" and "nothing" is that person's ________ for that stimulus.

The image and unique identity of a product, service, or brand in consumers' minds is called its ________.

A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cells. This is called ________.

The ________ of a product or service is the process by which a company creates a distinct image and identity for its products, services, and brands in consumers' minds.

When forming first impressions, the perceiver typically knows which stimuli are relevant, important, or predictive of later behavior.

Your interpretation of visual and sensory input about polo shirts may be different from your classmate's because perception is ________.

The New York Times' positioning as "All the news that's fit to print" is an example of ________.

What steps are involved in the positioning process?

How do marketers take advantage of the JND?

Canada requires tobacco firms to feature graphic health warnings on cigarette packs. In a perception context, this is to try to combat ________ where people no longer pay attention to the warning labels on packets.

According to Weber's law, a consumer will notice a 25 cent rise in the price of a 50 cent product more than a 25 cent rise in the price of a $10 product.

Jeff wants to switch mobile phone carriers, but is concerned that if he switches, he may have to compare all the different carriers' calling plans again if he experiences a lot of "dropped calls" with his new provider. He is perceiving ________ risk.

Yellow Tail wines changed its taglines from "Open for everything" and "Tails, you win" to "The go to" as part of its ________.

McDonald's slogans "You deserve a break today," "Make every time a good time," and "I'm Lovin' It" are examples of ________.

Identify and briefly describe three of the basic principles of perceptual organization that relate to consumer behavior.

People tend to experience the numerous stimuli they select from the environment as separate and discrete sensations.

The marketer's objective is to far exceed consumers' JND for product improvements in order to engender greater brand loyalty from consumers.