Consumer Behavior Course Part 1

Consumer Behavior Course Chapter 3 1) The process by which people select, organize, and interpret sensations is called ________. A) consumption B) perception C) adaption D) application Answer: B Diff: 1 Objective: 3.1: The design of a product often is a key driver of its success or failure. 2) Which term refers to sensations that subtly influence how we think about a product? A) Perception B) Hedonic consumption C) Context effect D) Respondents Answer: C Diff: 1 Objective: 3.1: The design of a product often is a key driver of its success or failure. 3) Companies that think carefully about the impact of sensations on product experiences are practicing ________. A) hedonic consumption B) need marketing C) want marketing D) sensory marketing Answer: D Diff: 2 Objective: 3.1: The design of a product often is a key driver of its success or failure. AACSB: Analytical thinking 4) As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value. A) hedonic B) Gestalt C) embedded D) referent Answer: A Diff: 2 Objective: 3.1: The design of a product often is a key driver of its success or failure. 5) The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________. A) phoneme B) schema C) sensory input D) interpretant Answer: C Diff: 2 Objective: 3.1: The design of a product often is a key driver of its success or failure. 6) In the Western Culture the color black is often associated with ________. A) mourning B) innocence C) fear D) cult Answer: A Diff: 2 Objective: 3.1: The design of a product often is a key driver of its success or failure. 7) As people's income rise, they are more likely to prefer additional experiences over additional possessions. Answer: TRUE Diff: 2 Objective: 3.1: The design of a product often is a key driver of its success or failure. 8) Define the term "hedonic consumption." Answer: Hedonic consumption is a multisensory, fantasy, and emotional aspect of a consumer interaction with a product. Diff: 2 Objective: 3.1: The design of a product often is a key driver of its success or failure. 9) Research has shown that Kansei engineering can be an effective way to design products. Explain how Kansei engineering works and give an illustration that demonstrates your understanding. Answer: Kansei engineering is a Japanese philosophy that translates customers' feelings into design elements. For example, many carmakers have changed the design of the driver's seat to make drivers feel taller. Ford's version is called "Command Seating" to reinforce the feeling of power it wants drivers to experience as they look down on all those little vehicles buzzing around them. Diff: 3 Objective: 3.1: The design of a product often is a key driver of its success or failure. AACSB: Reflective thinking 10) Research has indicated that the color ________ creates feelings of arousal and stimulates appetite. A) blue B) red C) yellow D) black Answer: B Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. 11) Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes? A) Sound symbolism B) Audio watermarking C) Semiotics D) The principle of similarity Answer: A Diff: 1 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Written and oral communication 12) When Coke weaves a sound into a piece of music, the advertisement is using ________. A) sound marketing B) audio watermarking C) sound watermarking D) music marketing Answer: B Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. 13) A philosophy that translates customers' feelings into design elements is called ________ engineering. A) Kansei B) Sigma C) relationship D) reverse Answer: A Diff: 1 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. 14) The ________ sense appears to moderate the relationship between product experience and judgment confidence. A) sound B) haptic C) taste D) sight Answer: B Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Analytical thinking 15) The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________. A) advertising bombardment B) sensory overload C) sensory shifting D) circuit overcapacity Answer: B Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Analytical thinking 16) Processing information from more than one medium at a time is known as ________. A) multitasking B) perceptual hyperactivity C) perceptual chunking D) interactive attention Answer: A Diff: 1 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Analytical thinking 17) Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relate to their current needs. This type of perceptual filter is called ________. A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation Answer: B Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. 18) Size, color, position, and novelty are all strategies for creating which of the following? A) Contrast B) Adaptation C) Vigilance D) Thresholds Answer: A Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Analytical thinking 19) Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following is affecting Mary's response to the ads? A) Perceptual vigilance B) Perceptual defense C) Contrast D) Adaptation Answer: D Diff: 3 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 20) A process by which the way a word sounds influences our assumptions about a product's attributes is called sound symbolism. Answer: TRUE Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. 21) Sensory marketing has proven to be largely ineffective as a marketing approach. Answer: FALSE Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. 22) Colors look duller to older people, which why they prefer white and other bright tones. Answer: TRUE Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. 23) Some color combinations can become so associated with a company that the corporation may be granted exclusive use of these colors. Answer: TRUE Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. 24) Haptic refers to a consumer's sense of sight. Answer: FALSE Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. 25) Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception. Answer: FALSE Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Analytical thinking 26) Explain the term "trade dress" and give an example. Answer: Trade dress is a color combination that is strongly associated with a corporation. For example, in the cookies and crackers aisle, you instantly recognize the bright red box with the round blue label as Ritz, even before you read its brand name. Examples will vary. Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Analytical thinking 27) Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter? Answer: Advertising attention can be enhanced by contrast using size, color, position, and novelty. High contrast can be achieved using any or all of the visual methods listed. Diff: 2 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Written and oral communication 28) As people age, their sensory detection abilities decline. The Baby Boomers are fast reaching retirement age. How will advertisements in the future likely change sensory stimuli to accommodate this changing demographic? Answer: Colors look duller to older people, who prefer purer and brighter colors. It becomes increasingly difficult for older persons to separate background sounds from direct speech (figureground), requiring less distraction in the sound track. Because smell has the power to bring older memories to consciousness, it may become more important in advertisements in the future. Diff: 3 Objective: 3.2: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Reflective thinking 29) When a stimulus comes within the range of someone's sensory receptor, a(n) ________ occurs. A) just noticeable difference (j.n.d.) B) retention C) subliminal suggestion D) exposure Answer: D Diff: 1 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 30) The minimum difference that can be detected between two stimuli is known as the ________. A) absolute threshold B) gradual differentiation C) just noticeable difference D) graded difference Answer: C Diff: 1 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 31) The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli. A) absolute B) differential C) intensity D) relative Answer: B Diff: 1 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 32) According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change. A) more common B) stronger C) weaker D) more unusual Answer: B Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 33) A stage in the perception process is ________. A) exposure B) attention C) interpretation D) all of the above Answer: D Diff: 1 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 34) If a consumer chooses not to perceive they are reaching ________. A) just noticeable difference B) differential threshold C) sensory threshold D) absolute threshold Answer: C Diff: 3 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Analytical thinking 35) According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the rate of exposure increases. A) adapt B) habituate C) prime D) overload Answer: B Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 36) According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail. A) exposure B) vigilance C) discrimination D) relevance Answer: C Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 37) Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged? A) Exposure B) Attention C) Adaptation D) Interpretation Answer: A Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Application of knowledge 38) A billboard is positioned beside a busy highway. However, the merchant that has purchased the billboard complains that no response is being generated by his advertising message. Upon closer inspection, the billboard company determines that the typeface used is too small to be effectively read by a motorist going 60+ mph on the highway. Which of the following sensory thresholds would be most appropriate to explain the failure of this advertisement to connect with motorists? A) The intensity threshold B) The differential threshold C) The absolute threshold D) The relative threshold Answer: C Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Application of knowledge 39) A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change? A) Subliminal perception B) The figure-ground principle C) The golden triangle D) Weber's law Answer: D Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Application of knowledge 40) One of the principles of psychophysics is that change in the physical environment is not always matched by equal changes perceptually. If Madison Wilson were creating a new drink, what would psychophysics tell her? A) She could make the drink twice as sweet by adding twice the amount of sugar. B) She would need to research how the perception of "sweetness" changed by the amount of sugar added. C) She would need to look at the subliminal aspects of "sweetness." D) She would need to create promotions to tell customer's how "sweet" the new drink is. Answer: B Diff: 3 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Reflective thinking 41) Which of the following is most relevant to a company that wants to position a new brand on price leadership? A) Gestalt psychology B) Weber's Law C) Augmented reality D) The closure principle Answer: B Diff: 3 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Reflective thinking 42) Perception refers to the immediate response of our sensory receptors to basic stimuli. Answer: FALSE Diff: 1 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 43) Unlike computers, people do not passively process whatever information happens to be present. Answer: TRUE Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 44) Interpretation is the last stage of the perceptual process. Answer: TRUE Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 45) A behavioral researcher studying how consumers use multi-sensory, fantasy, and emotional factors in selecting products is studying hedonic consumption. Answer: TRUE Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 46) The first step in the perception process is called attention. Answer: FALSE Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. 47) When consumers are exposed to far too much information they are experiencing sensory overload. Answer: TRUE Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Application of knowledge 48) A consumer's ability to detect a difference between two stimuli is relative to the strength of those stimuli. Answer: TRUE Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Analytical thinking 49) The absolute threshold is dependent upon how strong a marketer makes a stimulus. Answer: FALSE Diff: 3 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Analytical thinking 50) Weber's Law states that the intensity of the stimulus is greater if its duration is increased. Answer: FALSE Diff: 1 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Analytical thinking 51) What is the difference between sensation and perception? Answer: Sensation is the immediate response of sensory receptors (such as the eyes, ears, nose, mouth, and fingers) to such basic stimuli as light, color, odor, texture, and sound. Anything that activates a receptor is called a stimulus. Perception is the process by which people select, organize, and interpret these sensations. The eventual interpretation of a stimulus allows it to be assigned meaning. Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Analytical thinking 52) What is a just noticeable difference (j.n.d.)? Answer: A just noticeable difference is the minimum difference a consumer can detect between two stimuli. Diff: 3 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Analytical thinking 53) Outline and explain the parts of the perceptual process that would allow a shopper to recognize a ketchup bottle in a supermarket. Answer: The sensory stimuli is the bottle that is detected by the sensory receptors in the shopper's eye. This exposure will result in a sensation. If the shopper pays attention to the sensation, her mind will organize and interpret these sensations through the process of perception. Diff: 2 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Application of knowledge 54) Blind taste tests in the 1980s showed that most Coke drinkers preferred a cola that was sweeter than the current product. When Coca-Cola attempted to make its product sweeter, brand loyal customers revolted and demanded the old product be returned. Explain how Coca-Cola marketers could have used the principles of psychophysics to introduce the new Coke without creating these problems. Answer: If the sweetness of the cola was increased by less than a j.n.d. in stages over time, the final product would be much sweeter without most brand loyal customers recognizing the change. Diff: 3 Objective: 3.3: Perception is a three-stage process that translates raw stimuli into meaning. AACSB: Reflective thinking