Question 1

Salient and vivid stimuli both draw attention involuntarily.

Accepted Answer

A) True 
 B)False

Question 2

Important ways for marketers to create salience are through novelty, intensity, and complexity.

Accepted Answer

A) True 
 B)False

Question 3

The perceptual process has the following steps: Sensory Exposure; Attention; Adaptation; Comprehension.

Accepted Answer

A) True 
 B)False

Question 4

According to your readings on color, blue is associated with optimism, happiness, light, and cleanliness.

Accepted Answer

A) True 
 B)False

Question 5

Adaptation is the assumption that everyone perceives the world as I do.

Accepted Answer

A) True 
 B)False

Question 6

Define "salient stimuli."

Accepted Answer

Salient stimuli are those perceptual sti...

Question 7

The bare minimum level or amount of stimulus needed for an individual to experience sensation is called what?

Accepted Answer

A)   Absolute Threshold
B)   Perceptual baseline
C)   Perceptual Absolutism
D)   Just noticeable difference
E)   Weber's Law

Question 8

When Terri entered her apartment after class one day, she detected a slight smell of onions and garlic on the air. Her roommate must be cooking something special. After a few minutes in the apartment, Terri could no longer small the aroma. Terri is experiencing:

Accepted Answer

A)   a compromise effect
B)   an adaptation effect
C)   a vividness effect
D)   a Weber's Law effect
E)   a sleeper effect

Question 9

Vivid stimuli are emotionally interesting, concrete and imagery provoking, or proximate.

Accepted Answer

A) True 
 B)False

Question 10

The ways in which new environmental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge.

Accepted Answer

A) True 
 B)False

Question 11

_____ is the tendency for a person to perceive an incomplete picture as complete, consciously or subconsciously.

Accepted Answer

A)   Grouping
B)   Sensory proximity
C)   Subliminal priming
D)   Closure
E)   Concreteness

Question 12

Define the steps of the perceptual process.

Accepted Answer

Sensory exposure occurs when a stimulus ...

Question 13

Simple stimuli tend to encourage adaptation because they don't require much cognitive capacity to process.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following variables influence the vividness of a product claim?

Accepted Answer

A)   Complexity
B)   Intensity
C)   Novelty
D)   Salience
E)   Concreteness

Question 15

Which of the following about sensory thresholds is false?

Accepted Answer

A)   As a rule of thumb, a billboard should contain no more than six words because of typical human sensory thresholds.
B)   The just noticeable difference is the amount of incremental change required for a person to detect a difference between two sensory stimuli.
C)   Adaptation is the process of becoming desensitized to sensual stimuli.
D)   Decreasing the amount of product offered in a package while staying below the just noticeable difference is called package-pricing.
E)   Marketers always want product changes to fall below the just noticeable difference.

Question 16

A person's ability to pay attention is high when arousal is extreme.

Accepted Answer

A) True 
 B)False

Question 17

According to your readings on color, which color is most associated with appetite and sexual arousal?

Accepted Answer

A)   Blue
B)   Black
C)   Red
D)   Green
E)   White

Question 18

Consumers cannot attend to all stimuli to which they are exposed, primarily because __________ is limited.

Accepted Answer

A)   sensation
B)   cognitive capacity
C)   perception
D)   adaptation
E)   None of the above is correct.

Question 19

What is vivid to one person is vivid for everyone.

Accepted Answer

A) True 
 B)False

Question 20

The intensity of a stimulus, such as loudness, brightness, or length, affects vividness, and in turn, induces attention.

Accepted Answer

A) True 
 B)False

Exam 6: Consumer Perception and Attention

According to your readings on color, blue is associated with optimism, happiness, light, and cleanliness.

Correct AnswerverifiedShow Answer

Adaptation is the assumption that everyone perceives the world as I do.

Correct AnswerverifiedShow Answer

Define "salient stimuli."

Correct AnswerverifiedSalient stimuli are those perceptual sti...View AnswerShow Answer

The ways in which new environmental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge.

Correct AnswerverifiedShow Answer

The perceptual process has the following steps: Sensory Exposure; Attention; Adaptation; Comprehension.

Correct AnswerverifiedShow Answer

When Terri entered her apartment after class one day, she detected a slight smell of onions and garlic on the air. Her roommate must be cooking something special. After a few minutes in the apartment, Terri could no longer small the aroma. Terri is experiencing:

Correct AnswerverifiedShow Answer

A person's ability to pay attention is high when arousal is extreme.

Correct AnswerverifiedShow Answer

Important ways for marketers to create salience are through novelty, intensity, and complexity.

Correct AnswerverifiedShow Answer

Define the steps of the perceptual process.

Correct AnswerverifiedSensory exposure occurs when a stimulus ...View AnswerShow Answer

What is vivid to one person is vivid for everyone.

Correct AnswerverifiedShow Answer

According to your readings on color, which color is most associated with appetite and sexual arousal?

Correct AnswerverifiedShow Answer

_____ is the tendency for a person to perceive an incomplete picture as complete, consciously or subconsciously.

Correct AnswerverifiedShow Answer

Which of the following about sensory thresholds is false?

Correct AnswerverifiedShow Answer

The intensity of a stimulus, such as loudness, brightness, or length, affects vividness, and in turn, induces attention.

Correct AnswerverifiedShow Answer

Consumers cannot attend to all stimuli to which they are exposed, primarily because __________ is limited.

Correct AnswerverifiedShow Answer

Which of the following variables influence the vividness of a product claim?

Correct AnswerverifiedShow Answer

Salient and vivid stimuli both draw attention involuntarily.

Correct AnswerverifiedShow Answer

Simple stimuli tend to encourage adaptation because they don't require much cognitive capacity to process.

Correct AnswerverifiedShow Answer

Vivid stimuli are emotionally interesting, concrete and imagery provoking, or proximate.

Correct AnswerverifiedShow Answer

The bare minimum level or amount of stimulus needed for an individual to experience sensation is called what?

Correct AnswerverifiedShow Answer

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Salient stimuli are those perceptual sti...
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Sensory exposure occurs when a stimulus ...
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