Deck 8: Perception

Question 1

Using stimulus characteristics or consumer interests unrelated to the product category is a way of attracting attention to a sales message that might be difficult or impossible to accomplish in any other manner.

Answer 1

True

Question 2

Perception is the critical activity that links individual consumers to group, situation and marketer influences.

Answer 2

True

Question 3

Non-focused attention is probably a right brain process.

Answer 3

True

Question 4

Attention is determined by:

A) the nature of the stimulus.
B) the nature of the individual.
C) the stimulus, the individual and the situation.
D) stochastic processes.

Question 5

If a target market is not actively interested in a product or brand, the marketer of that brand should not use strong stimulus factors.

Question 6

Exposure occurs when:

A) a stimulus comes within range of our sensory receptor nerves.
B) the individual assigns some meaning to the stimulus.
C) the individual can recall the stimulus.
D) the individual becomes aware of the stimulus.

Question 7

Which of the following is not a major step in perception?

A) attention
B) analysis
C) exposure
D) interpretation

Question 8

Which of the following is not a stimulus factor that influences attention?

A) position
B) contrast
C) isolation
D) All of the given answers influence attention.

Question 9

Which of the following is not a stimulus factor that influences attention?

A) position
B) format
C) isolation
D) interest

Question 10

A tendency to attend more closely to stimuli that do not blend with the background is known as:

A) compressed messages.
B) contrast.
C) information quality.
D) adaptation.

Question 11

Brightness is an example of stimulus intensity, which has much the same influence as stimulus size.

Question 12

Information processing is:

A) a series of activities by which decision rules are applied to information.
B) a series of activities by which information is retrieved from memory and used to make a decision.
C) the conversion of estimates, predictions and generalised relationships into facts.
D) none of the given answers.

Question 13

Stimulus factors are the physical characteristics of a product but not of a TV ad.

Question 14

Which of the following is not a major step in information processing?

A) attention
B) interpretation
C) exposure
D) All of the given answers are steps in information processing.

Question 15

Perception is the activity that:

A) links the consumer to marketer, group and situation influences.
B) translates data into information.
C) converts stimuli into effect.
D) relates external and internal influences.

Question 16

Information processing does not affect individual behaviour.

Question 17

Right-hand-page advertisements are much better noticed than those on left-hand pages.

Question 18

Using stimulus characteristics or consumer interests unrelated to the product category to attract attention has the danger that the attention devoted to the stimulus might affect interpretation of the message.

Question 19

Isolation is a stimulus factor that influences attention.

Question 20

Attention occurs when:

A) an individual is exposed to a stimulus.
B) the individual can recall the stimulus.
C) the individual assigns meaning to the stimulus.
D) the receptor nerves pass the sensations on to the brain for processing.

Question 21

Day-after recall involves:

A) asking individuals to recall commercials aired the day before.
B) measuring recall 24 hours after 'forced' exposure to a message.
C) recall of slogans/brand names presented over the phone the day before.
D) the decay function for low-involvement material.

Question 22

Research done using dials that viewers use to indicate their interest in a show or commercial:

A) is called a recognition test.
B) is called a laboratory study.
C) results in a high degree of attention.
D) is a theatre test.

Question 23

Subliminal perception involves:

A) responding to emotional feelings rather than objective stimuli.
B) interpreting stimuli based on innate rather than learned factors.
C) interpreting stimuli based on learned rather than innate factors.
D) none of the given answers.

Question 24

A method of measuring attention by using an eye camera to record movements of the eyes relative to the advertisement being read or watched, which are then mapped, is called:

A) eye pupil dilation.
B) tachistoscopic test.
C) eye tracking.
D) starch score test.

Question 25

Concern over children's abilities to comprehend advertising messages focuses on their ability to:

A) separate programs from commercials.
B) understand specific aspects of commercials (such as selling intent).
C) form meaningful affective responses.
D) separate programs from commercials and understand specific aspects of commercials (such as selling intent).

Question 26

Which theory is used to explain and hypothesise that the core reason for decline in the impact of television advertising is adjustment to the level and type of stimuli to which we are accustomed?

A) selective retention theory
B) selective perception theory
C) adaptation level theory
D) adaptation overload theory

Question 27

Non-focused attention involves:

A) primarily left brain processing.
B) detailed elaborative activities.
C) information overload.
D) none of the given answers.

Question 28

The science of how meaning is conveyed through signs, words, pictures, music, colours, scents, and so on is called:

A) semantics.
B) semiotics.
C) heuristics.
D) gestalt.

Question 29

An example of a 'contrast' is:

A) using two bright colours in an ad.
B) placing a black and white ad in a magazine full of colour ads.
C) a four colour magazine ad.
D) a black and white ad.

Question 30

In most individuals, the right brain appears to control:

A) rational thought.
B) sequential analysis.
C) non-verbal information.
D) both sequential analysis and non-verbal information.

Question 31

Perceptual defence:

A) is a tendency to block emotional stimuli.
B) is a tendency to be less aware of things one is not exposed to.
C) can be used by marketers when there is a change just under the differential threshold.
D) is a tendency to be less aware of information to which one does not wish to attend.

Question 32

Misinterpretation of television communications:

A) is a problem for high-involvement purchases but not for low-involvement purchases.
B) is widespread, with a study finding an average of 30 per cent of total television communications miscomprehended.
C) can be solved by repeating the message several times within a short period.
D) is a problem for low-involvement purchases but not for high-involvement purchases.

Question 33

Organising an outlet by separating often-sought-after items:

A) helps increase attention.
B) decreases perceptual blocking.
C) increases total exposure.
D) eases the shopping task.

Question 34

In most individuals, the left brain appears to control:

A) rational thought.
B) emotions.
C) verbal material.
D) both rational thought and verbal material.

Question 35

Hemispheric lateralisation refers to:

A) transfers from long- to short-term memory.
B) transfers from short- to long-term memory.
C) information flow from the nervous system to the brain.
D) different types of activities being controlled by each side of the brain.

Question 36

Research into children and advertising indicates:

A) children have some difficulty distinguishing commercials from programs.
B) children are less able to determine the selling intent of commercials.
C) children have trouble comprehending certain words and comparisons.
D) All of the given answers are correct.

Question 37

Compressed messages are:

A) presented at a level below the consumer's awareness.
B) less effective than standard messages.
C) often used as a strategy to avoid audience ad zapping.
D) limited to familiar products.

Question 38

Subliminal messages appear to be:

A) very effective at influencing brand choice.
B) capable of immediately and strongly affecting basic drives such as hunger.
C) widely used in beverage advertisements.
D) None of the given answers are correct.

Question 39

Isolation refers to:

A) placement of an object in a person's visual field.
B) separating a stimulus object from other objects.
C) a brief message.
D) the material being presented.

Question 40

In Piaget's stages of cognitive development, the period of ____________ is characterised by the development of the ability to apply logical thought to concrete problems.

A) concrete operations
B) perceptive operations
C) pre-operational thought
D) sensorimotor intelligence

Question 41

How can retailers use their knowledge of consumer information processing to enhance their retail environments?

Question 42

In the text it is suggested that subliminal messages:

A) do not present a threat to the general public.
B) area clearly being used by marketers.
C) do not attract media attention.
D) are always deliberate.

Question 43

Scent strips placed in magazines:

A) tend not to be very cost effective.
B) do not affect sensory input.
C) increase sensory input.
D) work best when coupled with price discounts.

Question 44

The distinction between short-term and long-term memory is referred to as:

A) working memory.
B) selective memory theory.
C) duplex theory of memory.
D) selective memory theory or duplex theory of memory.

Question 45

Two important personal variables affecting interpretation are:

A) learning and involvement.
B) involvement and interpretation.
C) learning and expectations.
D) none of the given answers.

Question 46

Which of the following is not a step in consumer information processing for decision making?

A) memory
B) purchase involvement
C) interpretation
D) attention

Question 47

Which of the following is a term for a technique used to evaluate the attention-attracting power of print ads?

A) exposure scores
B) recognition scores
C) recall scores
D) starch scores

Question 48

A person's loneliness, hunger and how many other people may be around them at that time, are examples of:

A) stimulus characteristics.
B) situational characteristics.
C) individual characteristics.
D) information processing characteristics.

Question 49

The two critical tasks that advertising and packaging must perform are:

A) capture attention and convey meaning.
B) capture attention and increase repeat purchases.
C) convey meaning and increase repeat purchases.
D) increase brand utility and capture attention.

Question 50

Tammy, a marketing student at uni, usually completes her assignment on her laptop while watching TV, listening to her friends, taking phone calls, and checking email and Facebook. Tammy might be experiencing:

A) information compression.
B) adaptation level theory.
C) information overload.
D) none of the given answers.

Question 51

Define perception and illustrate how this may affect consumer behaviour.

Question 52

Which of the following statements is correct?

A) Learning can involve psychological meaning but not semantic meaning.
B) Semantic meaning is an informal meaning assigned to a word.
C) Psychological meaning is assigned to a word based on an individual's experiences and the context.
D) Misinterpretation can involve psychological meaning but not semantic meaning.

Question 53

What are stimulus factors and how may marketers use these to leverage consumers' perceptual vigilance?