CHAPTER 2

PERCEPTION Multiple Choice 1. The immediate response by our eyes, ears, nose, mouth, or fingers to such basic stimuli as light, color, sound, odor, and texture is called: a. reception. b. awareness. c. perception. d. sensation. Answer: (d !i""icult#: (E $act Pa%e: &'

2. ________________ is the process by which sensations are selected, organized, and interpreted. a. Reception b. ensation c. Perception d. !wareness Answer: (c !i""icult#: (M $act Pa%e: &'

". #in $ran%lin is dri&ing through a crowded shopping district when she smells the wonderful aroma of fresh ba%ed bread. he loo%s to see if a ba%ery or restaurant is nearby but sees nothing except clothing stores. Trying to find and then clarify meaning in this case would be an exercise in: a. reception. b. sensation. c. perception. d. fact finding. Answer: (c !i""icult#: (H Application Pa%e: &'

'. (xposure, attention, and interpretation ma%e up the process of: a. consumption. (. perception. c. retention. d. stimulus referral. Answer: (( !i""icult#: (M $act Pa%e: &') $i%ure 2.*

). *hich of the following would be the best illustration of sensory data emanating from the external en&ironment+

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a. ! young man remembers the taste of a fa&orite ice cream. b. !n older woman remembers what it was li%e to ba%e a birthday ca%e for her children. c. ! student daydreams about scoring a winning run in a ballgame. d. A student s+ells "resh "lowers "ro+ a teacher,s des-. Answer: (d !i""icult#: (M Application Pa%e: &'

-. .adia !li lo&es the feel of her new sweater and the smell of her leather car seats on a crisp fall day. !s she passes a billboard, she sees an ad for /as%in0Robbins ice cream and immediately does a 10turn into the shopping center where she %nows the famous ice cream store is located. 2n the abo&e example, .adia is responding to: a. sensor# inputs e+anatin% "ro+ the e.ternal en/iron+ent. b. sensory inputs emanating from the internal en&ironment. c. emotional outputs. d. decision se3uences dictated by sensory outputs. Answer: (a !i""icult#: (H Application Pa% e: &'

4. 5edonic consumption has been seen as: a. the art of rational consumption and decision0ma%ing. b. purely social interaction and this interaction6s ability to influence decision0ma%ing. c. the multi0sensory, fantasy, and emotional aspects of consumers6 interactions with products. d. consumption moti&ated by subliminal suggestion. Answer: (c !i""icult#: (M $act Pa%e: &'

7. 8ar%eters rely hea&ily on &isual elements. 8eanings are communicated on the &isual channel through a product6s color. 2n many (astern societies, the color ___________ is associated with mourning. a. yellow b. purple c. white d. blac% Answer: (c !i""icult#: (M $act Pa%e: 0120*

9. :olors often loo% duller to older people. /ecause of this fact, car companies often ma%e ad;ustments in color selections aimed at older consumers. ince <exus sells to many mature consumers, which of the following car colors accounts for -, percent of all <exus sales+ a. /lac%. b. /lue. c. Red. d. *hite.

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Answer: (d !i""icult#: (M

Application Pa%e: 0*

1,. :olor plays a dominant role in *eb page design. !ssume that you were the mar%eting manager for a start0up dot.com business and wanted to capture a *eb surfer6s attention 3uic%ly. To capture attention, which of the following colors would you most probably want to use for your opening *eb page6s bac%ground+ a. /lac%. b. =astel /lue. c. >reen. d. *hite. Answer: (c !i""icult#: (H Application Pa%e: 02

11. 2n a recent court case, ?oda% successfully defended its right to protect the ?oda% colors @yellow, blac%, and redA from competitor infringement. *hen a company is strongly associated with a color or combination of colors it is called the company6s: a. color loc%. b. trade dress. c. hue orientation. d. color right. Answer: (( !i""icult#: (M $act Pa%e: 03

12. __________ can stir emotions or create a calming feeling. a. Bibrations b. Taste c. Cdors d. ubliminal ad&ertising Answer: (c !i""icult#: (H $act Pa%e: 0&

1". *ith respect to sensory stimulation, research has shown that __________ is a direct line to good or bad feelings, hunger, and e&en memories of happy times. This sense is processed by the limbic system, the most primiti&e part of the brain and the place where immediate emotions are experienced. a. smell b. sight c. touch d. taste Answer: (a !i""icult#: (M $act Pa%e: 0&200

1'. The mar%eting world has embraced smell as a dynamic sensory stimulation process. !ll of the following are now part of what is called scented mar%eting @a D9, million businessA (E:(=T:

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a. b. c. d.

scented clothes. scented cars and planes. scented ad&ertisements. scented emails. $act Pa%e: 04

Answer: (d !i""icult#: (M

1). The 8uza% :orporation estimates that its recordings are heard by 7, million people e&ery day. 2f a company wishes to counteract a lull in consumer acti&ity, 8uza% can program their music to increase tempo gradually to offset consumer inacti&ity. 2n formal terms this techni3ue would be called: a. stimulus progression. b. stimulus input. c. stimulus polarity. d. stimulus recession. Answer: (a !i""icult#: (H Application Pa%e: 05

1-. The #apanese are tuned to using sensory mechanisms and stimulations in the construction of their cars. The #apanese usage of what they call ?ansei engineering is associated with which of the following sensory elements+ a. Taste. b. mell. c. ight. d. Touch. Answer: (d !i""icult#: (M Application Pa%e: 05

14. 8ales and females ha&e different appreciations of textures @touch sensiti&ityA. *hen feeling fabrics, which of the following fabrics is e&aluated as Fhigh classG by males+ a. *ool. b. il%. c. Henim. d. :otton. Answer: (a !i""icult#: (M Application Pa%e: 05) Ta(le 2.*

17. :hanges in our culture also determine the tastes we find desirable. There is a greater appreciation of ethnic dishes than before. *hich of the following best reflects a current trend with respect to the !merican consumers6 taste preferences+ a. $ish0fla&ored chips. b. The desire to find the ultimate pepper sauce. c. The desire for more bland0tasting foods to aid in the consumers6 desire to lose weight. d. =or%0fla&ored sandwich meats.

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Answer: (( !i""icult#: (M

$act Pa%e: 06) 0'

19. _______________ occurs when a stimulus comes within range of someone6s sensory receptors. a. (xposure b. !ttention c. election d. (laboration Answer: (a !i""icult#: (E $act Pa%e: 0'

2,. /en =erez is dri&ing along a mountain road. 2n the distance, he sees a road crew wor%ing on a fallen tree that has bloc%ed the highway. *hen /en first sees the road crew, which of the following perceptual processes has been engaged+ a. (xposure. b. !ttention. c. :omprehension. d. 2nterpretation. Answer: (a !i""icult#: (E Application Pa%e: 0'

21. The science that focuses on how the physical en&ironment is integrated into our personal, sub;ecti&e world is %nown as: a. sensation dynamics. b. psychographics. c. subliminal persuasion. d. psychophysics. Answer: (d !i""icult#: (H $act Pa%e: 0'

22. ! threshold for a receptor is: a. the edge beyond which no one can return. b. the parameters for the receptor. c. the ability to ;ump between scientific disciplines. d. the lowest intensity of a stimulus that can be registered on a sensory channel. Answer: (d !i""icult#: (M $act Pa%e: 0'

2". ! billboard is positioned correctly beside a busy highway. 5owe&er, the merchant that has purchased the billboard is complaining that no response is being generated by his ad&ertising message. 1pon closer inspection, the billboard company determines that the typeface used is too small to be effecti&ely read by a motorist going -,I mph on the highway. *hich of the following sensory thresholds would be most appropriate to explain the failure of this ad&ertisement to connect with motorists+ a. The differential threshold. b. The absolute threshold.

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c. The intensity threshold. d. The relati&e threshold. Answer: (( !i""icult#: (H Application Pa%e: 0'

2'. The ______________ refers to the minimum amount of stimulation that can be detected on a sensory channel. a. absolute threshold b. differential threshold c. intensity threshold d. relati&e threshold Answer: (a !i""icult#: (M $act Pa%e: 0'

2). The _________________ refers to the ability of a sensory system to detect changes or differences between two stimuli. a. absolute threshold b. differential threshold c. intensity threshold d. relati&e threshold Answer: (( !i""icult#: (E $act Pa%e: 41

2-. ! producer of a candy product wants to be the FsweetestG candy on the mar%et, but he has found that consumers are ha&ing difficulty telling exactly which of se&eral competing candy products is really the Fsweetest.G This producer might be ha&ing difficulty with which of the following sensory thresholds+ a. !bsolute threshold. b. Hifferential threshold. c. 2ntensity threshold. d. Relati&e threshold. Answer: (( !i""icult#: (M Application Pa%e: 4124*

24. The minimum difference that can be detected between two stimuli is %nown as the: a. FbareG minimum. b. gradual differentiation. c. ;.n.d. @;ust noticeable differenceA. d. graded difference. Answer: (c !i""icult#: (M $act Pa%e: 41

27. haun and am were tal%ing in class, but so was e&eryone else. !s they continued to discuss their day6s ad&entures, it suddenly became clear to them that the teacher was staring at them. They didn6t realize that the class had been called to order and what was once only one con&ersation among many was now disrupti&e. haun apologized

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3uic%ly and the teacher resumed her normal acti&ities. This would be a good example of how a consumer6s ability to detect a difference between two stimuli is ________. a. absolute. b. negligible. c. relati&e. d. gender specific. Answer: (c !i""icult#: (M Application Pa%e: 4124*

29. ! retailer decides to reduce the price of a sport coat that normally costs D97. The reduction in price is D". The storeowner belie&es that the reduction will catch the eye of the &alue shopper. 2f the sport coat does not sell, the retailer might wish to consider which of the following before ma%ing another price change+ a. 5ermann6s theorem. b. =ac%ard6s <aw. c. ensory theory. d. *eber6s <aw. Answer: (d !i""icult#: (M Application Pa%e: 4*

",. __________ occurs when the stimulus of the message is below the le&el of the consumer6s awareness. a. *eber6s <aw b. =ac%ard6s <aw c. ubliminal perception d. =sychodocumentation Answer: (c !i""icult#: (M $act Pa%e: 4*

"1. ! consumer sees a magazine ad for chocolate chip coo%ies. The ad shows a child laying out in an open field staring up at the clouds in the blue s%y. 2f the consumer were to loo% &ery closely, there is a message in the puffy white clouds. The message reads Fhow about a coo%ie+G 2f this ad actually occurred, the ad&ertiser would be using which of the following techni3ues to try and influence consumers+ a. >estalt psychology. b. $reudian psychology. c. ubliminal perceptual persuasion. d. =seudopsychodrama. Answer: (c !i""icult#: (H Application Pa%e: 4*243

"2. *hich of the following statements concerning the state of auditory subliminal perception or suggestion /( T characterizes the impact of such hidden messages on the a&erage consumer+ a. There is a strong indication that beha&ior can be modified by subliminal message stimulation through auditory channels.

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b. There is mounting e&idence that the subliminal techni3ue actually wor%s when applied to auditory channels. c. There is little e&idence that desired changes actually occur because of the subliminal messages that are carried on auditory channels. d. There is conclusi&e e&idence that subliminal messages are useful in modifying beha&ior through auditory channels. Answer: (c !i""icult#: (H $act Pa%e: 43

"". ____________________ refers to the extent to which processing acti&ity is de&oted to a particular stimulus. a. (xposure b. !ttention c. :omprehension d. Retention Answer: (( !i""icult#: (E $act Pa%e: 4&

"'. The a&erage adult is exposed to about ",,,, pieces of ad&ertising information e&ery single day. These adults are often exposed to far more information than they can or are willing to process. This phenomenon is often described as being one of: a. ad&ertising bombardment. b. sensory o&erload. c. sensory shifting. d. circuit o&ercapacity. Answer: (( !i""icult#: (E $act Pa%e: 4&

"). The primary goal of ecommerce business is to attract eyeballs, not dollars, to an 2nternet business6s *eb site. This goal is explained by which of the following terms or phrases+ a. The psychic economy. b. The adaptation process. c. !ttention filters. d. The attention economy. Answer: (d !i""icult#: (M $act Pa%e: 40

"-. /ecause the brain6s capacity to process information is limited, consumers are &ery selecti&e about what they pay attention to and attend to only a small portion of stimuli to which they are exposed. This process is called: a. perceptual &igilance. b. perceptual defense. c. perceptual selection. d. adaptation.

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Answer: (c !i""icult#: (M

$act Pa%e: 40

"4. __________, which is the result of ac3uiring and processing stimulation o&er time, is one factor that determines how much exposure to a particular stimulus a person accepts. a. election b. timulus monitoring c. Huration analysis d. (xperience Answer: (d !i""icult#: (M $act Pa%e: 40

"7. :onsumers are more li%ely to be aware of stimuli that relate to their current needs. This is called: a. perceptual &igilance. b. perceptual defense. c. perceptual selection. d. adaptation. Answer: (a !i""icult#: (M $act Pa%e: 40

"9. /ased on past experiences, we many times bloc% out certain pieces or types of information that appear to threaten us in some way. *hen this occurs, which of the following processes is at wor%+ a. =erceptual &igilance. b. =erceptual selection. c. =erceptual defense. d. !daptation. Answer: (c !i""icult#: (E $act Pa%e: 40

',. 8ary tuart wal%s the same way to wor% e&eryday. he notices ad&ertisements in store windows when the ads first go up. 5owe&er, after a few days, 8ary no longer pays any attention to these ads because they ha&e become familiar. *hich of the following personal selection factors is affecting 8ary tuart+ a. =erceptual &igilance. b. =erceptual defense. c. =erceptual selection. d. !daptation. Answer: (d !i""icult#: (H Application Pa%e: 40

'1. *ith respect to factors that lead to adaptation, the factor of _____________ applies when consumers do not pay attention to simple stimuli because they ha&e become habituated in not paying attention to these small details. a. intensity

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b. duration c. discrimination d. rele&ance Answer: (c !i""icult#: (M $act Pa%e: 40244

'2. __________________ refers to the meaning that we assign to sensory stimuli. a. (xposure b. 2nterpretation c. Retention d. !ttention Answer: (( !i""icult#: (E $act Pa%e: 4'

'". Rusty Thompson was &ery excited about a new seafood restaurant that ;ust opened across from his college campus until he saw the featured menu itemJfried s3uid. Rusty had been taught from childhood that Fs3uirmy thingsG should not be put in your mouth. Rusty6s bias against e&en trying the restaurant6s featured menu item was probably due to a set of beliefs from his past. This set of beliefs is best described as being: a. action articles. b. schema. c. e&aluation purpose. d. directional bias. Answer: (( !i""icult#: (H Application Pa%e: 4'

''. __________ roughly means whole, pattern, or configuration, and this perspecti&e is best summarized by the saying Fthe whole is greater than the sum of its parts.G a. $reudian traits analysis b. 8arshallian psychology c. >estalt d. 5obbesian pattern analysis Answer: (c !i""icult#: (H $act Pa%e: 51

'). *ith respect to >estalt psychology, the _______________ states that people tend to percei&e an incomplete picture as complete. That is, we tend to fill in the blan%s based on our prior experience. a. principle of similarity b. figure0ground principle c. interpretational principle d. closure principle Answer: (d !i""icult#: (M $act Pa%e: 51

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'-. ! new >reen >iant ad campaign relied on the __________ when it used a redesigned pac%age for >reen >iant products that showed all >reen >iant in a Fsea of green.G 2t was felt that the >reen >iant products were now unified under a common design banner. a. principle of similarity b. figure0ground principle c. interpretational principle d. closure principle Answer: (a !i""icult#: (M Application Pa%e: 5*

'4. The field of ____________ examines the correspondence between signs and symbols and their role in the assignment of meaning. a. semiotics b. enunciation c. pronunciation d. logo design Answer: (a !i""icult#: (M $act Pa%e: 53

'7. $or years, the 8arlboro cowboy ga&e the idea that smo%ing meant freedom, rugged indi&idualism, and Fcool.G *hen 8arlboro used the famous cowboy in its ads, which of the following components of a semiotic perspecti&e was used+ a. Cb;ect. b. 2nterpretant. c. ign. d. Heclarati&e. Answer: (c !i""icult# (H Application Pa%e: 53

'9. ! common practice among ad&ertisers is to create new relationships between ob;ects and interpretants by in&enting new connections between products and benefits. ! classic example of this was e3uating 8arlboro cigarettes with the !merican frontier spirit. *hich of the following terms best describes this practice+ a. ubliminal persuasion. b. $igure and ground pro;ection. c. 5yperreality. d. :onsumer0modeling connections. Answer: (c !i""icult# (M $act Pa%e: 5&

),. ! _________________ is a fundamental part of a company6s mar%eting efforts as it uses elements of the mar%eting mix to influence the consumer6s interpretation of its meaning. a. segmentation strategy b. positioning strategy

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c. attribute strategy d. psychostrategy Answer: (( !i""icult#: (M True7$alse )1. =erception refers to the immediate response of our sensory receptors to such basic stimuli as light, color, and sound. Answer: ($alse !i""icult#: (M $act Pa%e: &' $act Pa%e: 50

)2. The perceptual process focuses on how sensations are selected, organized, and interpreted. Answer: (True !i""icult#: (E $act Pa%e: &'

)". 2f a beha&ioral researcher is studying how consumers use multi0sensory, fantasy, and emotional interactions in selecting products, the researcher is studying what is called hedonic consumption. Answer: (True !i""icult#: (M $act Pa%e: &'

)'. The first step in the perception process is attention. *ithout attention, nothing happens. Answer: ($alse !i""icult#: (M $act Pa%e: &') $i%ure 2.*

)). The reason that Cwens0:orning $iberglass :orporation ma%es its insulation pin% is so the product6s color will fit with the company6s spo%esperson @The =in% =antherA. Answer: ($alse !i""icult#: (M Application Pa%e: 01203

)-. $ragrance is processed by the limbic system, the most primiti&e part of the brain and the place where immediate emotions are experienced. Answer: (True !i""icult#: (H $act Pa%e: 00

)4. 8ar%eters ha&e generally failed in their efforts to introduce scented mar%eting practices and products to the !merican consumer. Answer: ($alse !i""icult#: (M $act Pa%e: 04

)7. ?ansei engineering allowed the #apanese automobile manufacturers to introduce 8uza% features and /ose spea%ers into all of their cars.

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Answer: ($alse !i""icult#: (M

Application Pa%e: 05

)9. !ccording to female reactions to fabrics, sil% is the fabric that is most often considered to be Fhigh class.G Answer: (True !i""icult#: (E $act Pa%e: 05) Ta(le 2.*

-,. !ttention is the degree to which people notice a stimulus that is within range of their sensory receptors. Answer: ($alse !i""icult#: (M $act Pa%e: 0'

-1. The science that focuses on how the physical en&ironment is integrated into our personal, sub;ecti&e world is %nown as psychophysics. Answer: (True !i""icult#: (M $act Pa%e: 0'

-2. The terminal threshold refers to the ability of a sensory system to detect changes or differences between two stimuli. Answer: ($alse !i""icult#: (M Application Pa%e: 0'241

-". The sound emitted by a dog whistle is too high to be detected by human ears. This is an illustration of a stimulation that is beyond our absolute threshold. Answer: (True !i""icult#: (E Application Pa%e: 0'241

-'. arah =almer realizes she ;ust made a big mista%e. 2n her hurried shopping trip, she pic%ed up the yellow plastic s3ueeze bottle from the grocery store shelf assuming that it was $rench6s 8ustard. To her dismay, it was the store brand. 5er confusion is an illustration of what happens when there is a problem with the difference threshold in a consumer6s decision. Answer: (True !i""icult#: (M Application Pa%e: 41

-). ! consumer6s ability to detect a difference between two stimuli is relati&e. Answer: (True !i""icult#: (M $act Pa%e: 41

--. *eber6s <aw states that the intensity of the stimulus is four times as great if it is accompanied with a monetary reward. Answer: ($alse !i""icult#: (H -4. $act Pa%e: 4*

ubliminal perception occurs when the stimulus is below the le&el of the consumer6s

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awareness. Answer: (True !i""icult#: (E $act Pa%e: 4*

-7. 2n the last se&eral years, researchers ha&e been able to pro&e that subliminal perception does indeed wor% and is often used as an ad&ertising techni3ue. Answer: ($alse !i""icult#: (M $act Pa%e: 43

-9. !ttention refers to the extent to which processing acti&ity is de&oted to a particular stimulus. Answer: (True !i""icult#: (E $act Pa%e: 4&

4,. :onsumers are more li%ely to be aware of stimuli that relate to their current needs. This is an example of perceptual &igilance. Answer: (True !i""icult#: (M $act Pa%e: 40

41. ! consumer who rarely notices car ads will become &ery much aware of them when he or she is in the mar%et for a new car. This is an example of perceptual defense. Answer: (True !i""icult#: (M Application Pa%e: 40

42. 2nterpretation refers to the meaning that we assign to sensory stimuli. Answer: (True !i""icult#: (E $act Pa%e: 4'

4". emiotics examines the correspondence between signs and symbols and their role in the assignment of meaning. Answer: (True !i""icult#: (M $act Pa%e: 53

4'. 5yperreality is a new term used in ad&ertising on the 2nternet to mean the connection between e&eryday low prices and reality. Answer: ($alse !i""icult#: (M $act Pa%e: 5&

4). ! good illustration of a company using the lifestyle approach to positioning strategy is the >rey =oupon mustard commercials that say that >rey =oupon is a Fhigher classG condiment. Answer: (True !i""icult#: (M Essa# 8uestions Application Pa%e: 50

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4-. *hat is the difference between sensation and perception+ Answer: Sensation is the immediate response of sensory receptors @such as the eyes, ears, nose, mouth, and fingersA to such basic stimuli as light, color, and sound. !nything that acti&ates a receptor is called a stimulus. Perception is the process by which basic stimuli such as sights and smells are selected, organized, and interpreted. The e&entual interpretation of stimulus allows it to be assigned meaning. 2t is of critical importance to mar%eters. !i""icult#: (E $act Pa%e: &'

44. <ist the three stages of the perception process and gi&e a brief definition of each. Answer: The three stages are exposure, attention, and interpretation. @aA ExposureJthe degree to which people notice a stimulus that is within range of their sensory receptors. @bA AttentionJthe extent to which processing acti&ity is de&oted to a particular stimulus. @cA InterpretationJthe meaning that we assign to sensory stimuli. !i""icult#: (M $act Pa%e: &' ($i%ure 2.* ) 0') 4&) 4'

47. 5ow do mar%eters manipulate sensory inputs on each of the fi&e sensory systems+ <ist each system and briefly discuss each. Answer: @aA VisionJmar%eters rely hea&ily on &isual elements in ad&ertising, pac%aging, and store design. They can communicate meanings on the &isual channel through a product6s size, styling, brightness, and distincti&eness from competitors. :olors are especially rich in symbolic &alue. :olor is &ery important in web page design. @bA SmellJodors can stir emotions or create a calming feelingK they can in&o%e memories or relie&e stress. The fragrance industry is huge. cent0oriented ad&ertising is now estimated to be o&er D9, million per year. @cA SoundJnot only do consumers buy millions of dollars6 worth of sound recordings each year, but mar%eters use ;ingles in their ads to maintain brand awarenessK they use bac%ground music to create desired moods for their messages. @dA TouchJalthough little research data are a&ailable, logically it would seem that tactile cues are important. :ertainly in e&aluating fabrics, the FfeelG con&eys symbolic 3ualities. @eA TasteJfood and be&erage companies go to great lengths to ensure their products taste good. They %eep Ffla&or housesG busy de&eloping new tastes. !i""icult#: (H Application Pa%e: &'20'

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49. Hefine and briefly discuss the concept of thresholds and the two primary forms of thresholds. Answer: ! threshold is the lowest intensity of a stimulus that can be registered on a particular sensory channel. The absolute threshold refers to the minimum amount of stimulation that can be detected on a sensory channel. The differential threshold refers to the ability of an indi&idual6s sensory system to detect changes or differences between two stimuli. !i""icult#: (M $act Pa%e: 0'241

7,. (&aluate subliminal persuasion and messages. /e sure to demonstrate your %nowledge of the e&idence on the success of the techni3ue as presented in the text. Answer: 1nder &ery specific conditions, some clinical psychologists suggest that people can be influenced by subliminal messages. 5owe&er, the techni3ue seems unli%ely to be of use in mar%eting contextsK effecti&e messages must be tailored to specific indi&iduals rather than to mass mar%ets. 2t has also been found that there are wide differences in indi&idual threshold le&els. 2n order for a message to a&oid conscious detection by consumers who ha&e a low threshold, the message would ha&e to be so wea% that it would not reach those with a high threshold. .ext, ad&ertisers lac% control o&er where consumers are positioned in relationship to the source of the messageK perhaps only a few would be within range of the stimulus. <astly, consumers typically shift their attention when watching tele&ision or a mo&ie. They might not e&en be loo%ing at the screen when the message was flashed. :ontrary to the abo&e, most consumers belie&e that subliminal persuasion is being used on them in some form. !i""icult#: (M Application Pa%e: 4*243

71. ome mar%eting analysts suggest that the 2nternet has transformed the way business is doneJthey claim we are now operating in an attention economy. (xplain what this means with respect to perception. Answer: This means that the primary goal is to attract eyeballs, not dollars, to a *eb site. The idea is that the amount of information companies can pro&ide to consumers online is infiniteJbut there6s only so much time people can de&ote to accessing it. o, a goal of interacti&e media is to buy and sell attention, as when a firm is paid to di&ert the traffic on one *eb site to another site. !i""icult#: (M $act and Application Pa%e: 40

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72. 2dentify what perceptual selection is and comment on the types of barriers that pre&ent clear perception and reception of mar%eting stimuli. Answer: Perceptual selection means people attend to only a small portion of stimuli to which they are exposed. =erceptual filters, based on our past experiences, influence what we decide to process. $or example, perceptual vigilance occurs because consumers are more li%ely to be aware of stimuli that relate to their current needs. The flip side is perceptual defense. This means that people see what they want to see00and don6t see what they don6t to see. Adaptation is the degree to which consumers continue to notice a stimulus o&er time. $actors that influence adaptation are intensity, duration, discrimination, exposure, and relevance. !i""icult#: (H $act Pa%e: 40244

7". There are a &ariety of ways to get consumers to notice the differences between stimuli @products and ser&icesA. !ccording to the text, this contrast can be created in four specific ways. <ist and briefly describe each of the contrast forms. Answer: :ontrast can be achie&ed by: izeJthe size of the stimulus itself in contrast to the competition helps to determine if it will command attention. :olorJas we ha&e seen, color is a powerful way to draw attention to a product or to gi&e it a distinct identity. =ositionJnot surprisingly, stimuli that are in places we are more li%ely to loo% stand a better chance of being noticed. .o&eltyJstimuli that appear in unexpected ways or places tend to grab our attention. !i""icult#: (H $act and Application Pa%e: 45246

7'. The >erman word gestalt roughly means whole. /riefly discuss the three principles as cited in the text that relate to the way stimuli are organized. Answer: @aA The closure principle states that people tend to percei&e an incomplete picture as complete. *e tend to fill in the blan%s based on our prior experience. @bA The principle of similarity tells us that consumers tend to group together ob;ects that share similar physical characteristics. @cA The figure-ground principle states that one part of a stimulus will dominate @the figureA while other parts recede into the bac%drop @the groundA.

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Instructor ote! "or additional difficulty, re#uire examples$ See the chapter for demonstrations of these techni#ues$ !i""icult#: (M $act Pa%e: 5125*

7). /riefly, discuss the field of study %nown as semiotics. .ext, create an original example that illustrates the meaning of the three basic components of a semiotic perspecti&e. :arefully lin% each component to its associated illustration. Answer: Semiotics examines the correspondence between signs and symbols and their role in the assignment of meaning. emiotics is important to the understanding of consumer beha&ior because consumers use products to express their social identities. =roducts ha&e learned meaningsK we rely on mar%eters to help us figure out what those meanings are. $rom a semiotic perspective, e&ery mar%eting message has three basic components: an ob;ect, a sign or symbol, and an interpretant. The ob%ect is the product that is the focus of the message @e.g., 8arlboro cigarettesA. The sign is the sensory imagery that represents the intended meanings of the ob;ect @e.g., the 8arlboro cowboyA. The interpretant is the meaning deri&ed @e.g., rugged, indi&idualistic, !mericanA. 8arlboro was the example used in the chapter. tudents should use a different example from the one shown abo&e to demonstrate that they ha&e understood the concept. >i&e whate&er directions are necessary to ensure the accomplishment of this ob;ecti&e. !i""icult#: (H $act and Application Pa%e: 5325&

7-. Hefine and then discuss the concept of positioning strategy. Answer: ! positioning strategy is a fundamental part of a company6s mar%eting efforts as it uses elements of the mar%eting mix @i.e., product design, price, distribution, and mar%eting communicationsA to influence consumers6 interpretation of its meaning. $or example, although consumers6 preferences for the taste of one product o&er another are important, this functional attribute is only one component of product e&aluation. To increase the difficulty of this #uestion, re#uire an illustration or combine &ith 'uestion () belo&$ !i""icult#: (E $act and Application Pa%e: 50

74. There are many dimensions that can be used to establish a brand6s position in the mar%etplace. <ist four of these dimensions and gi&e an illustration of each. Answer:

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The chapter lists eight dimensions. They @along with examplesA are as follows: @aA *ifestyleJ>rey =oupon mustard is a Fhigher classG condiment. @bA Price leadershipJ tore brands are often the same product as a national brand but significantly cheaper. @cA AttributesJ/ounty paper towels are Fthe 3uic%er pic%er upper.G @dA Product classJThe 8azda 8iata is a sporty con&ertible. @eA +ompetitorsJ.orthwestern insurance is the F3uiet company.G @fA ,ccasionsJ*rigley6s gum is an alternati&e at times when smo%ing is not permitted. @gA -sersJ<e&i6s Hoc%ers are targeted primarily to men in their 2,s0',s. @hA 'ualityJ!t $ord, FLuality is #ob 1.G To avoid confusion, be sure to set parameters or ground rules on your expectations for examples$ ote that this #uestion could be combined &ith 'uestion (. above$ !i""icult#: (M $act and Application pa%e: 50254

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