Question 1

Describe Gestalt psychology and how it has influenced the field of marketing? Identify and describe the four key principles of Gestalt psychology listed in the text.

Accepted Answer

Gestalt psychology explains how the huma...

Question 2

Which two of the five senses are strongly reliant on one another?

Accepted Answer

A)   Taste and smell
B)   Smell and sound
C)   Touch and taste
D)   Sound and sight

Question 3

What is subliminal exposure? Can subliminal messages impact behavior? Why or why not?

Accepted Answer

Subliminal exposure to a stimulus means ...

Question 4

According to the phenomenon called the _______, the more often you are exposed to a stimulus, the more you will like it.

Accepted Answer

A)   absolute threshold
B)   principle of proximity
C)   mere exposure effect
D)   just-noticeable difference

Question 5

Which of the following senses provides important information to consumers about the quality of the products they're considering?

Accepted Answer

A)   Sound
B)   Touch
C)   Smell
D)   Taste

Question 6

Weber's law says that

Accepted Answer

A)   consumers interpret information that confirms their beliefs more readily than information that counters their beliefs.
B)   the human brain is adept at grouping objects together that are physically similar.
C)   a consumer will pay more attention to the textual information on the package and less attention to the graphics.
D)   the stronger the initial stimulus, the more difference would be required for the change to be noticed.

Question 7

Companies offer money-back guarantees to consumers to help reduce perceived _______ risk.

Accepted Answer

A)   performance
B)   physical
C)   time
D)   social

Question 8

_______ exposure is the act of purposely seeking or avoiding exposure to stimuli.

Accepted Answer

A)   Absolute
B)   Selective
C)   Interpretive
D)   Subliminal

Question 9

Explain price perception. Why would a marketing manager choose to place a product in an upscale store?

Accepted Answer

People often believe that there is a cor...

Question 10

Perceptual defense occurs when

Accepted Answer

A)   an individual's sensitivity to a stimulus diminishes over time.
B)   an individual avoids exposure to potentially unpleasant stimuli.
C)   something happens that is unexpected and out of the ordinary.
D)   a stimulus may or may not be personally relevant.

Question 11

Semiotics is a field of study that interprets "objective" reality in the context of subjective _______ codes.

Accepted Answer

A)   reliability
B)   financial
C)   cultural
D)   subliminal

Question 12

Experiencing an emotion is an example of which type of response?

Accepted Answer

A)   Outward
B)   Selective
C)   Inward
D)   Essential

Question 13

Aside from color, what other visual elements are also important to a consumer's perceptual process? Why are they important?

Accepted Answer

Size, shape, context, layout, ...

Question 14

Which Gestalt principle says that experiencing psychological tension that motivates individuals to fill in the "missing" elements of an incomplete picture?

Accepted Answer

A)   The principle of proximity
B)   The principle of closure
C)   The principle of similarity
D)   The principle of figure and ground

Question 15

What is the difference between absolute threshold and differential threshold? Why are they important to marketers?

Accepted Answer

The absolute threshold is the smallest l...

Question 16

The _______ threshold is the point at which we notice a difference between two stimuli.

Accepted Answer

A)   proximity
B)   absolute
C)   differential
D)   functional

Question 17

People often believe that there is a correlation between the price and the _______ of a product.

Accepted Answer

A)   color
B)   quality
C)   shape
D)   adaptation

Question 18

Describe how each of the five senses picks up information from the environment and makes that information available for the attention step of the perceptual process.

Accepted Answer

Sight makes up about 80 percent of the i...

Question 19

The _______ threshold is the smallest level of stimulus that can be can be picked up by our senses.

Accepted Answer

A)   absolute
B)   differential
C)   subliminal
D)   Gestalt

Question 20

Which Gestalt principle states that we are more likely to notice things when they stand out from where they are placed?

Accepted Answer

A)   The principle of closure
B)   The principle of similarity
C)   The principle of figure and ground
D)   The principle of proximity

Exam 4: Perceptual Process

The _______ threshold is the point at which we notice a difference between two stimuli.

Correct AnswerverifiedShow Answer

Aside from color, what other visual elements are also important to a consumer's perceptual process? Why are they important?

Correct AnswerverifiedSize, shape, context, layout, ...View AnswerShow Answer

People often believe that there is a correlation between the price and the _______ of a product.

Correct AnswerverifiedShow Answer

What is the difference between absolute threshold and differential threshold? Why are they important to marketers?

Correct AnswerverifiedThe absolute threshold is the smallest l...View AnswerShow Answer

Which of the following senses provides important information to consumers about the quality of the products they're considering?

Correct AnswerverifiedShow Answer

Which Gestalt principle says that experiencing psychological tension that motivates individuals to fill in the "missing" elements of an incomplete picture?

Correct AnswerverifiedShow Answer

The _______ threshold is the smallest level of stimulus that can be can be picked up by our senses.

Correct AnswerverifiedShow Answer

Which two of the five senses are strongly reliant on one another?

Correct AnswerverifiedShow Answer

Which Gestalt principle states that we are more likely to notice things when they stand out from where they are placed?

Correct AnswerverifiedShow Answer

Describe how each of the five senses picks up information from the environment and makes that information available for the attention step of the perceptual process.

Correct AnswerverifiedSight makes up about 80 percent of the i...View AnswerShow Answer

Companies offer money-back guarantees to consumers to help reduce perceived _______ risk.

Correct AnswerverifiedShow Answer

Experiencing an emotion is an example of which type of response?

Correct AnswerverifiedShow Answer

_______ exposure is the act of purposely seeking or avoiding exposure to stimuli.

Correct AnswerverifiedShow Answer

Describe Gestalt psychology and how it has influenced the field of marketing? Identify and describe the four key principles of Gestalt psychology listed in the text.

Correct AnswerverifiedGestalt psychology explains how the huma...View AnswerShow Answer

Weber's law says that

Correct AnswerverifiedShow Answer

According to the phenomenon called the _______, the more often you are exposed to a stimulus, the more you will like it.

Correct AnswerverifiedShow Answer

Perceptual defense occurs when

Correct AnswerverifiedShow Answer

What is subliminal exposure? Can subliminal messages impact behavior? Why or why not?

Correct AnswerverifiedSubliminal exposure to a stimulus means ...View AnswerShow Answer

Semiotics is a field of study that interprets "objective" reality in the context of subjective _______ codes.

Correct AnswerverifiedShow Answer

Explain price perception. Why would a marketing manager choose to place a product in an upscale store?

Correct AnswerverifiedPeople often believe that there is a cor...View AnswerShow Answer

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Size, shape, context, layout, ...
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The absolute threshold is the smallest l...
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Sight makes up about 80 percent of the i...
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Gestalt psychology explains how the huma...
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Subliminal exposure to a stimulus means ...
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People often believe that there is a cor...
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