Transcript Chapter 1 Consumers Rule

MKT201 – Buyer Behavior
Chapter 2
Review Questions
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1. Michelle is looking at two used cars; one has good
gas mileage, and the other leather seats. She has
always wanted a car with a leather interior. She
loves the way it feels and the impression of
richness that it conveys. Even though she doesn't
have much money, she buys the car with the
leather seats. Michelle has just engaged in
________.
a.
b.
c.
d.
a subliminal reaction
perceptual vigilance
perceptual positioning
hedonic consumption
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2. The minimum difference that can be
detected between two stimuli is known as
the ________.
a.
b.
c.
d.
"bare" minimum
gradual differentiation
j.n.d. (just noticeable difference)
graded difference
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3. 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 relates to their
current needs. This process is called
_________.
a.
b.
c.
d.
perceptual defense
perceptual vigilance
perceptual selection
adaptation
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4. ________ roughly means whole, pattern, or
configuration, and this perspective is best
summarized by the saying "The whole is
greater than the sum of its parts."
a.
b.
c.
d.
Freudian traits analysis
Marshallian psychology
Gestalt
Hobbesian pattern analysis
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5. The field of ________ examines the
correspondence between signs and
symbols and their role in the assignment
of meaning.
a.
b.
c.
d.
semiotics
enunciation
pronunciation
logo design
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6. Advertisers know that messages must
have three effective hits before the
promotion will have much power to
influence customer behavior. This
highlights the importance of ________ in
the perceptual process.
a.
b.
c.
d.
sensory receptors
the power of vision to influence customers
attention
schema
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7. 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.
b.
c.
d.
exposure
attention
comprehension
interpretation
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8. 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. Hermann's theorem
b. Packard's law
c. Sensory theory
d. Weber's law
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9. A consumer sees a magazine ad for chocolate chip
cookies. The ad shows a child lying out in an open
field staring up at the clouds in the blue sky. If the
consumer were to look very closely, there is a
message in the puffy white clouds. The message
reads "How about a cookie?" If this ad actually
occurred, the advertiser would be using which of the
following techniques to try and influence
consumers?
a.
b.
c.
d.
Gestalt psychology
Freudian psychology
subliminal perceptual persuasion
Pseudopsychodrama
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10. 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 personal selection factors
is affecting Mary Nabholz?
a. perceptual vigilance
b. perceptual defense
c. perceptual selection
d. adaptation
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Essay Questions:
1. Identify and describe the three stages of perception.
Exposure occurs when a stimulus comes within the range of someone’s
sensory receptors. Attention refers to the extent to which processing
activity is devoted to a particular stimulus. Interpretation refers to the
meaning that we assign to sensory stimuli.
2.
What is the difference between an absolute threshold and a
differential threshold?
The absolute threshold refers to the minimum amount of stimulation that
can be detected on a given sensory channel. The differential threshold
refers to the ability of a sensory system to detect changes or differences
between two stimuli.
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