Chapter.4 Perceptual Process Full Test Bank 1st Edition

Chapter 4: Perceptual Process

Type: multiple choice question

Title: Chapter 04 Question 01

1) _______ is the process through which information from a stimulus is received by the senses and is then organized, interpreted, and experienced.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. Perception

b. Adaptation

c. Repositioning

d. Innovation

Type: multiple choice question

Title: Chapter 04 Question 02

2) A _______ is a piece of information that is available for the consumer to pay attention to and later interpret.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. schema

b. similarity

c. stimulus

d. symbol

Type: multiple choice question

Title: Chapter 04 Question 03

3) Aside from color, what other visual elements are also important to a consumer’s visual perceptual process?

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. Flavor

b. Size

c. Worth

d. Aroma

Type: multiple choice question

Title: Chapter 04 Question 04

4) About 80 percent of the information that comes from the external environment and makes up our perception comes from

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. sound.

b. smell.

c. sight.

d. taste.

Type: multiple choice question

Title: Chapter 04 Question 05

5) The _______ of a color refers to the color’s purity.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. visualization

b. familiarity

c. proximity

d. saturation

Type: multiple choice question

Title: Chapter 04 Question 06

6) Researchers found that _______ colors make consumers feel good, attract attention, and can make an object appear larger.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. saturated

b. dusky

c. muted

d. subdued

Type: multiple choice question

Title: Chapter 04 Question 07

7) Individuals receive information through their _______ receptors.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. attention

b. proximity

c. sensory

d. operative

Type: multiple choice question

Title: Chapter 04 Question 08

8) Which of the following senses elicits the strongest emotions?

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. Touch

b. Taste

c. Sight

d. Smell

Type: multiple choice question

Title: Chapter 04 Question 09

9) Which of the following senses provides important information to consumers about the quality of the products they’re considering?

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. Sound

b. Touch

c. Smell

d. Taste

Type: multiple choice question

Title: Chapter 04 Question 10

10) Which two of the five senses are strongly reliant on one another?

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. Taste and smell

b. Smell and sound

c. Touch and taste

d. Sound and sight

Type: multiple choice question

Title: Chapter 04 Question 11

11) The _______ threshold is the smallest level of stimulus that can be can be picked up by our senses.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. absolute

b. differential

c. subliminal

d. Gestalt

Type: multiple choice question

Title: Chapter 04 Question 12

12) The _______ threshold is the point at which we notice a difference between two stimuli.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. proximity

b. absolute

c. differential

d. functional

Type: multiple choice question

Title: Chapter 04 Question 13

13) The minimum difference needed for a stimulus to be noticed by the majority of people is known as the

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. perceptual defense.

b. just-noticeable difference.

c. mere exposure effect.

d. principle of proximity.

Type: multiple choice question

Title: Chapter 04 Question 14

14) _______ is the extent to which an individual’s sensitivity to a stimulus diminishes over time.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.1

a. Novelty

b. Framing

c. Adaptation

d. Closure

Type: multiple choice question

Title: Chapter 04 Question 15

15) During the exposure stage in the perceptual process, stimuli have been

Feedback: Page reference: The Perceptual Process

Learning objective: 4.2

a. interpreted by researchers.

b. considered by the consumer.

c. successfully categorized.

d. detected by the senses.

Type: multiple choice question

Title: Chapter 04 Question 16

16) The perceptual process starts with

Feedback: Page reference: The Perceptual Process

Learning objective: 4.2

a. exposure to a stimulus.

b. a perceived risk.

c. problem identification.

d. contextual awareness.

Type: multiple choice question

Title: Chapter 04 Question 17

17) Marketers try to get their products and messages in as many places as possible to

Feedback: Page reference: The Perceptual Process

Learning objective: 4.2

a. provide context.

b. interact directly with consumers.

c. increase the chances of exposure.

d. attract attention.

Type: multiple choice question

Title: Chapter 04 Question 18

18) _______ means focusing mental concentration on a given stimulus.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.2

a. Novelty

b. Attention

c. Exposure

d. Interpretation

Type: multiple choice question

Title: Chapter 04 Question 19

19) _______ is something that is unexpected and out of the ordinary, based on previous experiences and knowledge of that stimulus.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.2

a. Awareness

b. Exposure

c. Novelty

d. Connection

Type: multiple choice question

Title: Chapter 04 Question 20

20) _______ involves attaching meaning to the stimulus.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.2

a. Exposure

b. Attention

c. Performance

d. Interpretation

Type: multiple choice question

Title: Chapter 04 Question 21

21) The cognitive frameworks that are used to organize and interpret information are called

Feedback: Page reference: The Perceptual Process

Learning objective: 4.2

a. schemas.

b. attributes.

c. initiatives.

d. exposures.

Type: multiple choice question

Title: Chapter 04 Question 22

22) _______ exposure is the act of purposely seeking or avoiding exposure to stimuli.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.3

a. Absolute

b. Selective

c. Interpretive

d. Subliminal

Type: multiple choice question

Title: Chapter 04 Question 23

23) Perceptual vigilance occurs when

Feedback: Page reference: The Perceptual Process

Learning objective: 4.3

a. the extent to which an individual’s sensitivity to a stimulus diminishes over time.

b. an individual avoids exposure to potentially threatening or unpleasant stimuli.

c. something is unexpected and out of the ordinary, based on previous experiences.

d. an individual determines that a stimulus may or may not be personally relevant.

Type: multiple choice question

Title: Chapter 04 Question 24

24) Perceptual defense occurs when

Feedback: Page reference: The Perceptual Process

Learning objective: 4.3

a. an individual’s sensitivity to a stimulus diminishes over time.

b. an individual avoids exposure to potentially unpleasant stimuli.

c. something happens that is unexpected and out of the ordinary.

d. a stimulus may or may not be personally relevant.

Type: multiple choice question

Title: Chapter 04 Question 25

25) According to the phenomenon called the _______, the more often you are exposed to a stimulus, the more you will like it.

Feedback: Page reference: The Perceptual Process

Learning objective: 4.3

a. absolute threshold

b. principle of proximity

c. mere exposure effect

d. just-noticeable difference

Type: multiple choice question

Title: Chapter 04 Question 26

26) Subliminal exposure to a stimulus means that

Feedback: Page reference: The Perceptual Process

Learning objective: 4.3

a. the stimulus is developed specifically for individuals that seek out exposure to topics and products that they are interested in.

b. consumers interpret information that confirms their beliefs more readily than information that counters their beliefs.

c. the human brain is adept at grouping objects together that are physically similar.

d. the stimulus occurs below the level at which it can be consciously perceived.

Type: multiple choice question

Title: Chapter 04 Question 27

27) Gestalt psychology explains how the human brain

Feedback: Page reference: The Perceptual Process

Learning objective: 4.4

a. looks for completeness.

b. seeks individuality.

c. stores information.

d. identifies subliminal exposure.

Type: multiple choice question

Title: Chapter 04 Question 28

28) Which Gestalt principle says that experiencing psychological tension that motivates individuals to fill in the “missing” elements of an incomplete picture?

Feedback: Page reference: The Perceptual Process

Learning objective: 4.4

a. The principle of proximity

b. The principle of closure

c. The principle of similarity

d. The principle of figure and ground

Type: multiple choice question

Title: Chapter 04 Question 29

29) Which Gestalt principle refers to how the human brain groups items that are perceived as belonging together?

Feedback: Page reference: The Perceptual Process

Learning objective: 4.4

a. The principle of similarity

b. The principle of figure and ground

c. The principle of closure

d. The principle of proximity

Type: multiple choice question

Title: Chapter 04 Question 30

30) Which Gestalt principle finds that items that are close together are perceived to be more similar than items that are farther apart?

Feedback: Page reference: The Perceptual Process

Learning objective: 4.4

a. The principle of similarity

b. The principle of proximity

c. The principle of figure and ground

d. The principle of closure

Type: multiple choice question

Title: Chapter 04 Question 31

31) Which Gestalt principle states that we are more likely to notice things when they stand out from where they are placed?

Feedback: Page reference: The Perceptual Process

Learning objective: 4.4

a. The principle of closure

b. The principle of similarity

c. The principle of figure and ground

d. The principle of proximity

Type: multiple choice question

Title: Chapter 04 Question 32

32) What is the final step in the perceptual process?

Feedback: Page reference: The Perceptual Process

Learning objective: 4.4

a. Interpretation

b. Selection

c. Attention

d. Response

Type: multiple choice question

Title: Chapter 04 Question 33

33) Experiencing an emotion is an example of which type of response?

Feedback: Page reference: The Perceptual Process

Learning objective: 4.4

a. Outward

b. Selective

c. Inward

d. Essential

Type: multiple choice question

Title: Chapter 04 Question 34

34) Clicking on an ad is an example of which type of response?

Feedback: Page reference: The Perceptual Process

Learning objective: 4.4

a. Essential

b. Outward

c. Selective

d. Inward

Type: multiple choice question

Title: Chapter 04 Question 35

35) Visual representations of the marketplace from the customer’s perspective are called

Feedback: Page reference: Marketing and Perception

Learning objective: 4.5

a. reflective models.

b. schemas.

c. semiotics.

d. perceptual maps.

Type: multiple choice question

Title: Chapter 04 Question 36

36) Perceptual (or positioning) maps developed by

Feedback: Page reference: Marketing and Perception

Learning objective: 4.5

a. asking consumers a series of questions.

b. assessing various psychological risks.

c. creating a just-noticeable difference.

d. interpreting differential thresholds.

Type: multiple choice question

Title: Chapter 04 Question 37

37) _______ risk is the amount of uncertainty or doubt a consumer has when buying a product or service.

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. Perceived

b. Experiential

c. Subliminal

d. Adaptation

Type: multiple choice question

Title: Chapter 04 Question 38

38) _______ risk is the perception of a likely economic loss.

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. Performance

b. Social

c. Financial

d. Psychological

Type: multiple choice question

Title: Chapter 04 Question 39

39) Companies offer money-back guarantees to consumers to help reduce perceived _______ risk.

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. performance

b. physical

c. time

d. social

Type: multiple choice question

Title: Chapter 04 Question 40

40) _______ risk is the perception of bodily harm that a product or service might have.

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. Social

b. Physical

c. Functional

d. Performance

Type: multiple choice question

Title: Chapter 04 Question 41

41) _______ risk is the risk of damaging your standing in your community.

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. Social

b. Performance

c. Time

d. Physical

Type: multiple choice question

Title: Chapter 04 Question 42

42) _______ risk reflects the potential to damage an individual’s self-perception.

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. Physical

b. Social

c. Psychological

d. Financial

Type: multiple choice question

Title: Chapter 04 Question 43

43) What is brand perception?

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. A visual depiction of how consumers view brands

b. The feelings that consumers have toward a brand

c. The realization of visual inconsistencies

d. Uncertainty regarding social and financial risks

Type: multiple choice question

Title: Chapter 04 Question 44

44) Why would a brand consider repositioning?

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. Consumers stick with what they know.

b. The brand is new to market.

c. The brand has a superior value proposition.

d. The needs of the market have changed.

Type: multiple choice question

Title: Chapter 04 Question 45

45) People often believe that there is a correlation between the price and the _______ of a product.

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. color

b. quality

c. shape

d. adaptation

Type: multiple choice question

Title: Chapter 04 Question 46

46) Why would consumers conclude that a product is deserving of a high price?

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. The brand has recently repositioned itself.

b. The product is sold in an upscale store.

c. The brand encourages selective exposure.

d. The product is sold by a mid-range retailer.

Type: multiple choice question

Title: Chapter 04 Question 47

47) Semiotics is a field of study that interprets “objective” reality in the context of subjective _______ codes.

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. reliability

b. financial

c. cultural

d. subliminal

Type: multiple choice question

Title: Chapter 04 Question 48

48) _______ is concerned with exploring the links between signs and symbols and the meanings they signify and convey.

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. Semiotics

b. Mental accounting

c. The principle of closure

d. Weber’s law

Type: multiple choice question

Title: Chapter 04 Question 49

49) Weber’s law says that

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. consumers interpret information that confirms their beliefs more readily than information that counters their beliefs.

b. the human brain is adept at grouping objects together that are physically similar.

c. a consumer will pay more attention to the textual information on the package and less attention to the graphics.

d. the stronger the initial stimulus, the more difference would be required for the change to be noticed.

Type: multiple choice question

Title: Chapter 04 Question 50

50) Who was particularly influential in advancing the theory of semiotics?

Feedback: Page reference: Marketing and Perception

Learning objective: 4.6

a. George Bernard Shaw

b. Adam Smith

c. Charles Sanders Peirce

d. Henric Gestalt

Type: essay/short answer question

Title: Chapter 04 Question 51

51) How do attractive food products impact preconsumption, consumption, and post consumption evaluations? Why?

Feedback:

• Attractive foods have a positive impact on preconsumption evaluations because consumers appreciate things that are attractive
• Attractive foods have a negative impact on actual consumption and postconsumption evaluations
• Consumers appreciate that a significant amount of work and effort went into the creation of an attractive product and feel bad destroying it

Page reference: The Perceptual Process

Learning objective: 4.1

Type: essay/short answer question

Title: Chapter 04 Question 52

52) Aside from color, what other visual elements are also important to a consumer’s perceptual process? Why are they important?

Feedback:

• Size, shape, context, layout, spacing, etc.
• Physical product features influence a consumer’s expectations about the product

Page reference: The Perceptual Process

Learning objective: 4.1

Type: essay/short answer question

Title: Chapter 04 Question 53

53) Which of the four senses elicits the strongest emotions? Why? Why is this important to marketers?

Feedback:

• Smell
• The brain processes a smell in the limbic system, which is responsible for emotion and has strong connections to memory and motivation
• Consumers can connect a scent with a store, product, and experience. Scent can strengthen brand loyalty

Page reference: The Perceptual Process

Learning objective: 4.1

Type: essay/short answer question

Title: Chapter 04 Question 54

54) What is the difference between absolute threshold and differential threshold? Why are they important to marketers?

Feedback:

• The absolute threshold is the smallest level of stimulus that can be can be picked up by our senses
• The differential threshold is the point at which we notice a difference between two stimuli
• They help to ensure that their communications can be perceived

Page reference: The Perceptual Process

Learning objective: 4.1

Type: essay/short answer question

Title: Chapter 04 Question 55

55) What is the difference between exposure, attention, and interpretation?

Feedback:

• Exposure means that the stimulus had the ability to be detected by the senses
• Attention means focusing mental concentration on a given stimulus
• Interpretation involves attaching meaning to the stimulus

Page reference: The Perceptual Process

Learning objective: 4.2

Type: essay/short answer question

Title: Chapter 04 Question 56

56) What is selective exposure? Describe the difference between perceptual vigilance and perceptual defense.

Feedback:

• Selective exposure is the act of purposely seeking or avoiding exposure to stimuli
• Perceptual vigilance occurs when an individual determines that a stimulus may or may not be personally relevant
• Perceptual defense is also a way for consumers to engage in selective exposure

Page reference: The Perceptual Process

Learning objective: 4.3

Type: essay/short answer question

Title: Chapter 04 Question 57

57) What is subliminal exposure? Can subliminal messages impact behavior? Why or why not?

Feedback:

• Subliminal exposure to a stimulus means that the stimulus occurs at a level that is below the level at which it can be consciously perceived
• Subliminal exposure may impact behavior, but only in a very limited way

Page reference: The Perceptual Process

Learning objective: 4.3

Type: essay/short answer question

Title: Chapter 04 Question 58

58) Explain semiotics. Why should marketers consider semiotics when selecting the color of products, packaging, and marketing materials?

Feedback:

• Semiotics is concerned with exploring the links between signs and symbols and the meanings they signify and convey
• Semiotics considers the strong impact that our culture and context play in how we interpret the world
• Colors can be associated with specific concepts that can change depending on culture

Page reference: Marketing and Perception

Learning objective: 4.6

Type: essay/short answer question

Title: Chapter 04 Question 59

59) Explain price perception. Why would a marketing manager choose to place a product in an upscale store?

Feedback:

• People often believe that there is a correlation between the price and the quality of a product
• There is also a connection between price and store perceptions
• Consumers will conclude that the product belongs there and is also deserving of a high price

Page reference: Marketing and Perception

Learning objective: 4.6

Type: essay/short answer question

Title: Chapter 04 Question 60

60) Explain performance or functional risk. Give an example of how companies can reduce perceived performance of functional risk.

Feedback:

• Performance or functional risk is the perception of how well the product will perform its expected task
• Companies can offer money-back guarantees, consumer reviews, expert opinions, etc.

Page reference: Marketing and Perception

Learning objective: 4.6

Type: essay/short answer question

Title: Chapter 04 Question 61

61) Describe how each of the five senses picks up information from the environment and makes that information available for the attention step of the perceptual process.

Feedback:

• Sight makes up about 80 percent of the information that comes from the external environment and makes up our perception
• Smell can trigger emotions in people. The senses of taste and smell are strongly reliant on one another
• Taste preferences are highly specific to individuals and cultures and change over time
• Touch provides important information to consumers about the quality of the products they’re considering
• Sounds can be especially successful in cutting through the clutter of other sounds and attracting the attention of consumers

Page reference: The Perceptual Process

Learning objective: 4.1

Type: essay/short answer question

Title: Chapter 04 Question 62

62) Describe Gestalt psychology and how it has influenced the field of marketing? Identify and describe the four key principles of Gestalt psychology listed in the text.

Feedback:

• Gestalt psychology explains how the human brain looks for completeness and is another way in which the interpretation step is facilitated
• The principle of figure and ground states that we are more likely to notice things when they stand out from the background in which they are placed
• The principle of proximity finds that items that are close together are perceived to be more similar than items that are farther apart
• The principle of similarity refers to how items that have similar physical characteristics will be perceived as belonging together
• The principle of closure says that individuals experience a psychological tension that motivates them to fill in the “missing” elements of an incomplete picture

Page reference: The Perceptual Process

Learning objective: 4.4

Type: essay/short answer question

Title: Chapter 04 Question 63

63) You are the marketing manager for a shampoo company and decide to create a perceptual or positioning map. Provide a detailed description of how you do so. What insights can be drawn from positioning maps?

Feedback:

• Positioning maps are visual representations of the marketplace from the customer’s perspective
• Positioning maps are developed by asking consumers a series of questions
• First determine the two most important criteria consumers use when selecting a shampoo
• Next determine how consumers rate shampoo brands based on those attributes
• Mark where your brand falls on the map compared to other brands
• They effectively provide a visual depiction of how consumers view the products and brands in the market in comparison with other brands
• Managers will easily be able to see if there is a mismatch between what they know about the product and how consumers interpret the product
• Maps can show potential gaps in the market for new product development

Page reference: Marketing and Perception

Learning objective: 4.5