Consumer Perception Chapter 5 Answer Key 2

32. Disguised stimuli not readily recognised by readers that are placed in advertisements to persuade consumers to buy the products are called: a. collusion. b. embeds. c. deception. d. sublimation. Answer: b 33. From the consumer’s perspective, what are the two major factors that determine which stimuli the consumer will select to include? a. The contrast used in the ad and the consumer’s motivation. b. The size of the physical product and the consumer’s expectations. c. The consumer’s previous experience as it affects their expectations and their d. The consumer’s previous experience and the contrast used in the ad. motivations. Answer: c 34. The process of making sense of stimuli is known as: a. perceptual selection. b. perceptual organisation. c. perceptual predisposition. d. perceptual interpretation. Answer: d 35. Which of the following statements about perceptual interpretation is false? a. The interpretation of stimuli is uniquely individual, since it is based on what people expect to see in the light of their previous experience. b. Perceptual interpretation is also based on the number of plausible explanations they can envisage, and on their motives and interests at the time of perception. c. Perceptual interpretation is something consumers learn over time as they d. When stimuli are highly ambiguous, they are usually interpreted in such a grow up and grow older. way that they serve to fulfil personal needs, wishes and interests. Answer: c 36. Perception is the result of: a. physical stimuli. b. an individual’s predisposition. c. an individual’s culture. d. both physical stimuli and predispositions. Answer: d 37. ‘Individuals see what they want to see’ sums up the whole notion of: a. motivation. b. perception. c. subliminal messaging. d. attitude. Answer: b 38. Advertising does not have to be unique to achieve a high degree of differentiation; it simply has to: a. have bold colours that attract attention. b. be humorous. c. contrast with the environment in which it is run. d. fit in with the environment in which it is run. Answer: c 39. The subconscious method that consumers use to limit the stimuli they perceive is known as: a. perception. b. motivation. c. selectivity. d. activity. Answer: c 40. A reason that two people perceive an event or advertisement differently is due to different: a. predispositions. b. learning. c. motives. d. all of the above. Answer: d 41. In terms of consumer perception and advertising, in general, _____ is one of the most attention-compelling attributes of a stimulus. a. content b. contrast c. context d. drama Answer: b 42. The nature of the product, its advertisements and commercials, the sex of a model, the position of a print ad, and brand name are examples of: a. receptors. b. motivations. c. contrasts. d. marketing stimuli. Answer: d 43. A local retailer, concerned that his ad had been getting lost in all the other ads in the newspaper, requests that his be printed upside down. He is hoping to gain attention through confounding readers’: a. receptors. b. motivation. c. adaptations. d. expectations. Answer: d 44. Advertorials and infomercials are attempts from marketers to: a. make the reader/viewer think it is part of the editorial/programming. b. deceive consumers by offering products of low-quality nature. c. appeal to the lower class. d. all of the above. Answer: a 45. Stimuli that conflict sharply with expectations often receive more attention than those that conform to expectations. Marketers have been accused of using sexuality in advertising. Which of the following statements is most correct? a. In ads where sexual content was relevant to the brand, the brands were b. In ads where sexual content was irrelevant to the brand, the brands were c. In ads where sexual content was irrelevant to the brand, the ad was d. Wherever sexuality was used, the brands were remembered. remembered the least. remembered the most. remembered but the brand wasn’t. Answer: c 46. _____ is where consumers seek out messages that they find pleasant and actively avoid painful or threatening ones. a. Selective attention b. Selective exposure c. Perceptual defence d. Perceptual blocking Answer: b 47. Consumers have a heightened awareness of the stimuli that meet their needs or interests and a lower awareness of stimuli irrelevant to their needs. Thus, they are likely to note ads for products that would satisfy their needs or for stores with which they are familiar, and disregard those in which they have no interest. This describes: a. perceptual defence. b. mental blocking. c. selective attention. d. selective exposure. Answer: c 48. A person has decided to hire a new gardener. After an evening of watching TV, the only commercials she can recall are the ones for gardening and landscaping. Her recollection was shaped by: a. receptors. b. adaptations. c. expectations. d. motivation. Answer: d 49. _____ is when consumers have a heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs. a. Selective attention b. Selective exposure c. Perceptual defence d. Perceptual blocking Answer: a 50. Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. This is an example of: a. selective attention. b. selective exposure. c. perceptual defence. d. perceptual blocking. Answer: c 51. Australia requires tobacco companies to feature graphic health warnings on cigarette packets. In a perception context, this is to try to combat _____ where people no longer pay attention to the warning labels on packets. a. selective attention b. selective exposure c. perceptual defence d. perceptual blocking Answer: c 52. Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness. This is known as: a. selective attention. b. selective exposure. c. perceptual defence. d. perceptual blocking. Answer: d 53. Human beings do not experience the numerous stimuli they select from the environment as separate and discrete sensations; rather, they tend to organise them into groups and perceive them as unified wholes. In a perception context, this is known as: a. perceptual defence. b. perceptual blocking. c. perceptual mapping. d. perceptual organisation. Answer: d 54. The relationship between an object and the background on which it is portrayed is referred to as the: a. figure and ground. b. subject and contrast. c. figure and contrast. d. subject and background. Answer: a 55. Advertisements in which the consumer has great difficulty in discerning the stimulus is most likely poorly designed in terms of: a. subject and contrast. b. figure and ground. c. figure and contrast. d. subject and background. Answer: b 56. After looking at the television advertisement, Nick noted, ‘I didn’t understand what it was trying to say.’ For Nick, the ad apparently had problems with: a. subject and contrast. b. product and contrast. c. figure and contrast. d. figure and ground. Answer: d 57. Product placement is a marketing technique used by marketers for many years where a product is integrated into the TV show or film. This technique stems from which concept? a. Figure and ground. b. Product and contrast. c. Figure and contrast. d. Figure and subject. Answer: a 58. The perception of stimuli in chunks of information rather than as discrete bits is termed as: a. closure. b. selective exposure. c. selective attention. d. grouping. Answer: d 59. The way people memorise telephone numbers as chunks of three to four numbers at a time is an example of: a. grouping. b. figure and ground. c. a series of events. d. stereotypes. Answer: a 60. People have a need for _____. If the stimuli they are exposed to is incomplete, they perceive it as complete by filling in the missing pieces. a. stereotyping b. grouping c. closure d. exaggeration Answer: c 61. Marketers successfully use soundtracks of a frequently viewed TV commercial on radio. Consumers who are familiar with the TV commercial perceive the radio as incomplete, so in their need for completion they mentally play back the visual content as well. This is an example of: a. stereotyping. b. grouping. c. closure. d. exaggeration. Answer: c 62. When stimuli are highly ambiguous, an individual will usually: a. ignore them. b. block them out. c. interpret them according to one’s own needs, wishes and interests. d. interpret them according to what is socially acceptable. Answer: c 63. Some factors distort our perceptions. One such factor, _______, creates an expectation of what specific situations, people or events will be like. a. stereotyping b. jumping to conclusions c. the halo effect d. first impressions Answer: a