Consumer Behavior, 10E (Schiffman/Kanuk)
Consumer Behavior, 10e (Schiffman/Kanuk)
Chapter 6 Consumer Perception
1) Individuals act and react on the basis of ______, not on the basis of ______.
A) objective reality; their previous experiences
B) their previous experiences; their perceptions
C) their perceptions; objective reality
D) their perceptions; their previous experiences
E) their previous experiences; peer pressure
Answer: C
Diff: 1Page Ref: 154
AACSB: Reflective Thinking
Skill: Concept
Objective: 6.1: Understand the sensory dynamics of perception
2) Which of the following products is likely the most difficult to position or differentiate clearly from competition?
A) soup
B) gasoline
C) minivans
D) gym memberships
E) bath towels
Answer: B
Diff: 2Page Ref: 154
AACSB: Reflective Thinking
Skill: Application
Objective: 6.1: Understand the sensory dynamics of perception
3) The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is known as ______.
A) observation
B) perception
C) realization
D) rationalization
E) understanding
Answer: B
Diff: 1Page Ref: 157
Skill: Concept
Objective: 6.1: Understand the sensory dynamics of perception
4) ______can simply be described as "how we see the world around us."
A) Knowledge
B) Perception
C) Motivation
D) Attitude
E) Understanding
Answer: B
Diff: 2Page Ref: 157
Skill: Concept
Objective: 6.1: Understand the sensory dynamics of perception
5) ______is(are) the immediate and direct response of the sensory organs to stimuli.
A) Sensory receptors
B) Sensation
C) Sensory input
D) Sensory adaptation
E) Sensory blocking
Answer: B
Diff: 2Page Ref: 157
Skill: Concept
Objective: 6.1: Understand the sensory dynamics of perception
6) Products, packages, brand names, advertisements, and commercials are examples of ______.
A) sensations
B) receptors
C) realities
D) stimuli
E) intensities
Answer: D
Diff: 2Page Ref: 157
Skill: Application
Objective: 6.1: Understand the sensory dynamics of perception
7) As sensory input ______, our ability to detect changes in input or intensity ______.
A) decreases; increases
B) increases; increases
C) decreases; remains constant
D) remains constant; decreases
E) increases; remains constant
Answer: A
Diff: 2Page Ref: 157
AACSB: Analytic Skills
Skill: Concept
Objective: 6.1: Understand the sensory dynamics of perception
8) The point at which a person can detect a difference between "something" and "nothing" is that person's ______for that stimulus.
A) adaptation level
B) absolute threshold
C) just noticeable difference
D) differential threshold
E) sensory adaptation
Answer: B
Diff: 1Page Ref: 157
Skill: Concept
Objective: 6.1: Understand the sensory dynamics of perception
9) Two people driving together may spot a billboard at different times. This means they have different ______.
A) absolute thresholds
B) differential thresholds
C) just noticeable differences
D) adaptation levels
E) sensory adaptations
Answer: A
Diff: 2Page Ref: 157
Skill: Application
Objective: 6.1: Understand the sensory dynamics of perception
10) John drives by the same billboard every day on his way to work. He has seen the billboard so many times, that he no longer notices it. This is an example of ______.
A) sensory adaptation
B) just noticeable difference
C) differential threshold
D) perceptual blocking
E) absolute threshold
Answer: A
Diff: 3Page Ref: 158
Skill: Application
Objective: 6.1: Understand the sensory dynamics of perception
11) Sensory adaptation is of concern to national advertisers, who try to continuously change their advertising campaigns. They are concerned that consumers will ______.
A) get bored of their ads
B) get used to their ads
C) not understand their ads as intended
D) develop negative reactions to their ads
E) become more attuned to competing advertising
Answer: B
Diff: 2Page Ref: 158
Skill: Application
Objective: 6.1: Understand the sensory dynamics of perception
12) Some TV ads decrease sensory input by using silence in their ads to generate attention. This is a form of advertising used in order to overcome ______.
A) sensation
B) preference for competitive advertisements
C) sensory adaptation
D) the just noticeable difference
E) perceptual blocking
Answer: C
Diff: 2Page Ref: 158
AACSB: Reflective Thinking
Skill: Application
Objective: 6.1: Understand the sensory dynamics of perception
13) The minimal difference that can be detected between two similar stimuli is called the ______.
A) perceptual threshold
B) differential threshold
C) sensory threshold
D) absolute threshold
E) sensation threshold
Answer: B
Diff: 2Page Ref: 158
Skill: Concept
Objective: 6.1: Understand the sensory dynamics of perception
14) Weber's law states that ______.
A) the stronger the initial stimulus, the weaker the second stimulus must be to exceed the j.n.d.
B) the j.n.d. of a second stimulus is inversely related to the strength of the original stimulus
C) the stronger the initial stimulus, the greater the second stimulus must be to exceed the j.n.d.
D) consumers who buy the same products regularly are more likely than those who buy less frequently to notice changes in price, packaging, or product attributes
E) the more information consumers are given about a particular product, the more likely they are to purchase that product
Answer: C
Diff: 2Page Ref: 158
Skill: Concept
Objective: 6.1: Understand the sensory dynamics of perception
15) Which of the following is true of j.n.d.?
A) Decreasing prices below consumers' j.n.d. is likely to cause a significant rise in sales.
B) Making product improvements that far exceed consumers' j.n.d. is likely to maximize company revenues.
C) There is no j.n.d. for decreased product volume sold in existing packaging
D) Making drastic changes to a company's logo to an extent well beyond just below consumers' j.n.d. allows companies to update their image without losing their ready recognition.
E) Increasing prices below consumers' j.n.d. is likely to go unnoticed by consumers.
Answer: E
Diff: 3Page Ref: 159
AACSB: Reflective Thinking
Skill: Application
Objective: 6.1: Understand the sensory dynamics of perception
16) A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cell. This is called ______.
A) subliminal perception
B) sequential transition
C) supraliminal perception
D) sensory adaptation
E) perceptual blocking
Answer: A
Diff: 1Page Ref: 160
Skill: Concept
Objective: 6.1: Understand the sensory dynamics of perception
17) ______are the two kinds of inputs that interact to form individual perceptions.
A) Subliminal messaging and physical stimuli
B) Contrast and creativity
C) Change and consistency
D) Physical stimuli and predispositions based on previous experience
E) Predispositions based on previous experience and creativity
Answer: D
Diff: 2Page Ref: 161
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
18) Which of the following is true of the relationship between consumers' perceptions and their expectations?
A) Stimuli that align closely with expectations tend to receive more attention than those that conflict sharply with expectations.
B) Ads with irrelevant sexuality generally lead to better recall of the product advertised due to the attention-getting nature of the sexual content.
C) People tend to make observations and arrive at conclusions completely independent of their expectations.
D) Consumers tend to perceive products and product attributes according to their own expectations.
E) What consumers expect to see is completely dependent on their previous first-hand experience with the particular product or advertising medium.
Answer: D
Diff: 2Page Ref: 163
AACSB: Reflective Thinking
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
19) Which of the following is true of the relationship between consumers' perceptions and their motives?
A) In general, there is a heightened awareness of stimuli that are irrelevant to consumers' needs.
B) The stronger the consumer's need, the greater the tendency to ignore related stimuli in the environment.
C) In general, there is decreased awareness of stimuli that are relevant to consumers' needs.
D) The stronger the consumer's need, the greater the tendency to pay attention to related stimuli in the environment.
E) Consumers tend to pay equal attention to all advertising, regardless of their needs at any given time.
Answer: D
Diff: 2Page Ref: 163
AACSB: Reflective Thinking
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
20) ______is a concept related to perception. People actively seek out messages that they find pleasant and actively avoid painful or threatening ones.
A) Selective attention
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual organization
Answer: B
Diff: 1Page Ref: 163
AACSB: Analytic Skills
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
21) After buying a Mini Cooper, Kate began paying more attention to advertisements for Mini and spent more time on websites reading about how much Mini drivers love their cars. This is an example of ______.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization
Answer: B
Diff: 2Page Ref: 163
Skill: Application
Objective: 6.2: Learn about the three elements of perception
22) ______refers to consumers' 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 defense
D) Perceptual blocking
E) Perceptual organization
Answer: A
Diff: 1Page Ref: 163
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
23) Listening to the radio on the way home from work, Paul is particularly aware of an ad for McDonalds because he is getting hungry. This is an example of ______.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization
Answer: A
Diff: 2Page Ref: 163
Skill: Application
Objective: 6.2: Learn about the three elements of perception
24) Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. This is consistent with the perception factor of ______.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual differentiation
E) perceptual organization
Answer: C
Diff: 1Page Ref: 163
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
25) Which of the following is true of selective perception?
A) Consumers actively seek out messages that are painful or threatening.
B) Consumers selectively expose themselves to advertisements that reassure them of the wisdom of their purchase decisions.
C) Consumers have a heightened awareness of stimuli irrelevant to their needs and minimal awareness of stimuli that meet their needs or interests.
D) Threatening stimuli are more likely to be consciously perceived than are neutral stimuli.
E) Consumers are unable to block excessive stimuli from conscious awareness.
Answer: B
Diff: 3Page Ref: 163-164
AACSB: Reflective Thinking
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
26) Canada requires tobacco firms to feature graphic health warnings on cigarette packs. 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 defense
D) perceptual differentiation
E) perceptual organization
Answer: C
Diff: 1Page Ref: 164
Skill: Application
Objective: 6.2: Learn about the three elements of perception
27) 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 defense
D) perceptual blocking
E) perceptual differentiation
Answer: D
Diff: 1Page Ref: 162
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
28) Joe passes many billboards on his way to work, but rarely even recognizes that they are there because he is paying attention to the road. By blocking the stimuli of the billboards from his conscious awareness, Joe is engaging in ______.
A) defensive stimulation
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization
Answer: D
Diff: 2Page Ref: 162
Skill: Application
Objective: 6.2: Learn about the three elements of perception
29) In the figure and ground principle of Gestalt psychology, ______.
A) the ground is usually perceived as distinct and central to the image
B) the common line that separates the figure and the ground is generally attributed to the ground
C) figure-and-ground relationships are always interpreted in the same way
D) figure typically appears to be subordinate to ground and, therefore, less important
E) the ground is usually perceived as indefinite, hazy, and continuous
Answer: E
Diff: 3Page Ref: 164
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
30) In product placement scenarios, marketers place an advertised product into a TV show or film by having it used by the cast, integrated into the plot, or associated with a character. In product placements, the product is considered the ______and the show is the ______.
A) entertainment; brand
B) figure; ground
C) ground; perceptual organization
D) perceptual block; perceptual organization
E) ground; figure
Answer: B
Diff: 3Page Ref: 164
AACSB: Analytic Skills
Skill: Application
Objective: 6.2: Learn about the three elements of perception
31) To simplify life, people have a natural tendency to select stimuli from the environment and organize them into groups and perceive them as a unified whole. In a perception context, this is known as ______.
A) perceptual defense
B) perceptual blocking
C) perceptual mapping
D) perceptual organization
E) selective perception
Answer: D
Diff: 2Page Ref: 164
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
32) Individuals express their need for ______by organizing their perceptions so that they form a complete picture.
A) closure
B) interpretation
C) grouping
D) figure-ground patterns
E) exposure
Answer: A
Diff: 1Page Ref: 165
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
33) 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) take extra time to understand the intentions of the source
E) consult others as to their meaning
Answer: C
Diff: 3Page Ref: 165
AACSB: Reflective Thinking
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
34) When one retailer put a picture of an aloe vera leaf and the wording "aloe vera" on the surface of the mattress, consumers assumed that aloe vera was a component of the mattress cover and the retailer had great difficulty dispelling this misconception. This is an example of ______.
A) the halo effect
B) a consumer stereotype
C) the persistence of first impressions
D) effective product positioning
E) perceptual blocking
Answer: C
Diff: 2Page Ref: 168
Skill: Application
Objective: 6.2: Learn about the three elements of perception
35) Marketers take advantage of ______when they extend a brand name associated with one line of products to another.
A) physical appearances
B) perceptual blocking
C) the halo effect
D) the persistence of first impressions
E) consumers' tendency to jump to conclusions
Answer: C
Diff: 2Page Ref: 168
Skill: Application
Objective: 6.2: Learn about the three elements of perception
36) In 2009, the Axe brand launched a line of hair care products to complement its existing assortment of body washes and deodorants, hoping to leverage the Axe brand equity to expand into a new category of men's personal care products. This is an example of a manufacturer taking advantage of ______.
A) physical appearances
B) perceptual blocking
C) the halo effect
D) the persistence of first impressions
E) perceptual blocking
Answer: C
Diff: 2Page Ref: 168
Skill: Application
Objective: 6.2: Learn about the three elements of perception
37) The essence of successful marketing is the image that a product has in the mind of the consumer, that is, its ______.
A) quality
B) value
C) positioning
D) features
E) attributes
Answer: C
Diff: 2Page Ref: 170
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
38) ______creates an overall image of the company around which multiple products can be featured individually.
A) Positioning against the competition
B) Positioning based on a specific benefit
C) Finding an "unowned" position
D) Umbrella positioning
E) Filling several positions
Answer: D
Diff: 3Page Ref: 169
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
39) ______enables marketers to determine how their products or services appear to consumers in relation to competitive brands.
A) Perceptual mapping
B) Positioning
C) Repositioning
D) Perceptual blocking
E) Selective attention
Answer: A
Diff: 1Page Ref: 172
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
40) Wal-Mart is a cost-leader in terms of its highly efficient supply chain and its ability to negotiate steep volume discounts from manufacturers. The retailer executes ______by passing those savings on to consumers in the form of lower prices.
A) satisfaction-based pricing
B) reference pricing
C) relationship pricing
D) perceived pricing
E) efficiency pricing
Answer: E
Diff: 2Page Ref: 176, Table 6.4
AACSB: Analytic Skills
Skill: Application
Objective: 6.2: Learn about the three elements of perception
41) ______provides value by sharing with consumers the cost savings that the company has achieved by reducing the cost of providing the service
A) Satisfaction-based pricing
B) Reference pricing
C) Relationship pricing
D) Perceived pricing
E) Efficiency pricing
Answer: E
Diff: 2Page Ref: 176, Table 6.4
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
42) ______provides value by recognizing and reducing customers' perceptions of uncertainty and is particularly valuable in service settings due to the intangible nature of the product.
A) Satisfaction-based pricing
B) Reference pricing
C) Relationship pricing
D) Perceived pricing
E) Efficiency pricing
Answer: A
Diff: 3Page Ref: 176, Table 6.4
Skill: Application
Objective: 6.2: Learn about the three elements of perception
43) Garden Masters offers a 30-day money-back guarantee to reduce the perceived risk of purchasing a new lawn mower. This is an example of ______.
A) satisfaction-based pricing
B) reference pricing
C) relationship pricing
D) perceived pricing
E) efficiency pricing
Answer: A
Diff: 3Page Ref: 176, Table 6.4
Skill: Application
Objective: 6.2: Learn about the three elements of perception
44) The Enthusiast magazine offers a discount over newsstand prices for readers who subscribe for 1 year, and even greater discounts for readers who pay for a 2-year subscription. This is an example of ______.
A) satisfaction-based pricing
B) reference pricing
C) relationship pricing
D) perceived pricing
E) efficiency pricing
Answer: C
Diff: 3Page Ref: 176, Table 6.4
Skill: Application
Objective: 6.2: Learn about the three elements of perception
45) ______provides value by encouraging long-term relationships with the company that customers view as beneficial.
A) Satisfaction-based pricing
B) Reference pricing
C) Relationship pricing
D) Perceived pricing
E) Efficiency pricing
Answer: C
Diff: 3Page Ref: 176, Table 6.4
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
46) A ______is any price that a consumer uses as a basis for comparison in judging another price.
A) tensile
B) objective
C) discount
D) reference
E) superficial
Answer: D
Diff: 1Page Ref: 176
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
47) ______are those prices currently offered at other retail outlets, whereas ______are those prices retrieved by the consumer from memory.
A) External reference prices; internal reference prices
B) Transaction utilities; cognitive dissonances
C) Implausible high prices; objective price claims
D) Tensile price claims; plausible low prices
E) Relationship pricing schemes; satisfaction-based prices
Answer: A
Diff: 2Page Ref: 176
AACSB: Analytic Skills
Skill: Concept
Objective: 6.2: Learn about the three elements of perception
48) Packaging, pricing, and advertising are examples of ______.
A) intrinsic characteristics
B) product references
C) consumer expectations
D) extrinsic characteristics
E) objective characteristics
Answer: D