CONSUMER PERCEPTION

1.

2.

3.

4.

The point at which a person can detect a difference between something

and nothing is that persons for that stimulus.
a.

adaption level

b.

absolute threshold

c.

just noticeable difference

d.

differential threshold

e.

sensory adaptation

Two people driving together may spot a billboard a different times. This
means they have different ..
a.

absolute threshold

b.

differential threshold

c.

just noticeable differences

d.

adaptation levels

e.

sensory adaptations

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

Webers 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 grater the second stimulus must
be to exceed the
j.n.d.

5.

6.

7.

d.

consumers who buy the same products regularly are more likely than
those who buy less frequently 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

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

.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

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

8.

9.

10.

c.

perceptual defense

d.

perceptual blocking

e.

perceptual organization

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

Barry has avoided purchasing a new laptop because prices keep falling and
he is worried that, if he buys a laptop today, the same laptop will be cheaper
in six months. Barry perceives..associated with the purchase of
a new laptop.
a.

financial risk

b.

social risk

c.

psychological risk

d.

functional risk

e.

time risk

..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

SHORT ESSAY QUESTIONS

1.

Discuss the differences between the absolute threshold and the differential
threshold. Which is more important to marketers? Explain your answer.

2.

Why are marketers sometimes forced to reposition their products or

services? Illustrate your answers with examples.

3.

For each of these productschocolate bars and cerealsdescribe how

marketers can apply their knowledge of differential threshold to packaging,
pricing, and promotional claims during periods of (a) rising ingredient and
materials costs and (b) increasing competition.