Consumer Behavior, 10e (Schiffman/Kanuk) Chapter 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: Page 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: Page 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: Page Ref: 157 Skill: Concept Objective: 6.1: Understand the sensory dynamics of perception ScholarStock 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: Page 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: Page 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: Page 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: Page Ref: 157 AACSB: Analytic Skills Skill: Concept Objective: 6.1: Understand the sensory dynamics of perception ScholarStock 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: Page 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: Page 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: Page 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: Page Ref: 158 Skill: Application Objective: 6.1: Understand the sensory dynamics of perception ScholarStock 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: Page 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: Page 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: Page Ref: 158 Skill: Concept Objective: 6.1: Understand the sensory dynamics of perception ScholarStock 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: Page 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: Page 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: Page Ref: 161 Skill: Concept Objective: 6.2: Learn about the three elements of perception ScholarStock 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: Page 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: Page 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: Page Ref: 163 AACSB: Analytic Skills Skill: Concept Objective: 6.2: Learn about the three elements of perception ScholarStock 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: Page 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: Page 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: Page Ref: 163 Skill: Application Objective: 6.2: Learn about the three elements of perception ScholarStock 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: Page 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: Page 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: Page Ref: 164 Skill: Application Objective: 6.2: Learn about the three elements of perception ScholarStock 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: Page 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: Page 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: Page Ref: 164 Skill: Concept Objective: 6.2: Learn about the three elements of perception ScholarStock 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: Page 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: Page 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: Page Ref: 165 Skill: Concept Objective: 6.2: Learn about the three elements of perception 10 ScholarStock 55) Alice needs a new cell phone, but is anxious about which phone she should buy Many of her friends own popular phone models but complain about lost calls, short battery life, and poor predictive text functionality While she has identified several attractive phone models, she doesn't feel like she can really try the phones out in such an artificial setting and is nervous that she might pick a phone that doesn't work as well as she had hoped Alice perceives associated with the purchase of a new phone A) financial risk B) social risk C) psychological risk D) functional risk E) time risk Answer: D Diff: Page Ref: 184, Table 6.6 Skill: Application Objective: 6.2: Learn about the three elements of perception 56) is the risk that the time and effort spent in product search may be wasted if the product does not perform as expected A) Financial risk B) Social risk C) Psychological risk D) Functional risk E) Time risk Answer: E Diff: Page Ref: 184, Table 6.6 Skill: Application Objective: 6.2: Learn about the three elements of perception 18 ScholarStock CELL PHONE MINI CASE: Hype Mobile is a Korean cellular phone manufacturer that has significant market share in the United States and was the first to introduce camera phones to the US market Its most recent advertising campaign showed three of its phone models and three people in different clothing fashions and asked readers to match the phone with the caller In order to reach its hip, young, always-on-the-go target market, Hype placed these ads in bathroom stalls in trendy metropolitan night clubs Mobile Power, Hype's leading competitor, tried to downplay Hype's trendy reputation by offering consumers a 7-day money-back customer satisfaction guarantee and a 2-year warrantee on its phones, advertising its products as "mobile tools that are more than just hype." 57) In the CELL PHONE MINI CASE, Hype's advertisements engage the attention of audiences by playing on their need for A) closure B) grouping C) stereotypes D) peer pressure E) figure-and-ground relationships Answer: A Diff: Page Ref: 165 Skill: Application Objective: 6.2: Learn about the three elements of perception 58) In the CELL PHONE MINI CASE, Hype's placement of advertisements in bathroom stalls is an attempt to overcome consumers' by placing ads in unexpected and nontraditional places, where consumers are not preconditioned to tune out advertising stimuli A) selective exposure B) perceptual organization C) selective attention D) perceptual defense E) perceptual blocking Answer: E Diff: Page Ref: 164 AACSB: Reflective Thinking Skill: Application Objective: 6.2: Learn about the three elements of perception 19 ScholarStock 59) In the CELL PHONE MINI CASE, Mobile Power's money-back guarantee and warrantee are a form of pricing A) benchmark B) reference C) efficiency D) relationship E) satisfaction-based Answer: E Diff: Page Ref: 176, Table 6.4 Skill: Application Objective: 6.3: Understand the components of consumer imagery and their strategic applications 60) In the CELL PHONE MINI CASE, Mobile Power's money-back guarantee is an attempt to help mitigate consumers' perception of A) functional risk B) financial risk C) psychological risk D) social risk E) physical risk Answer: B Diff: Page Ref: 184, Table 6.6 AACSB: Analytic Skills Skill: Application Objective: 6.3: Understand the components of consumer imagery and their strategic applications 61) In the CELL PHONE MINI CASE, Mobile Power's warrantee is an attempt to help mitigate consumers' perception of A) functional risk B) financial risk C) psychological risk D) social risk E) physical risk Answer: A Diff: Page Ref: 184, Table 6.6 Skill: Application Objective: 6.3: Understand the components of consumer imagery and their strategic applications 20 ScholarStock SAUCE MINI CASE: In 2008, Ragu launched an assortment of its commercially successful sauces in microwavable pouches and promoted them as a way for busy moms to serve a healthful, fast, home-cooked meal to their children while minimizing the mess of cooking by eliminating the need for a second pot to heat the pasta sauce The pouches held fewer servings of sauce and were slightly more expensive per ounce than the traditional jars that made up their sauce line 62) In the SAUCE MINI CASE, Ragu chose to launch some of its most successful flavors in the new pouch packaging format in order to take advantage of to gain quick customer acceptance of the new format A) perceptual mapping B) Gestalt psychology C) the halo effect D) selective exposure E) consumers' need for closure Answer: C Diff: Page Ref: 168 Skill: Application Objective: 6.2: Learn about the three elements of perception 63) In the SAUCE MINI CASE, if consumers fail to notice the price difference between the pouch and jar formats of Ragu sauces, the price discrepancy is said to fall below consumers' A) differential threshold B) absolute threshold C) perceived risk D) sensory reception E) subliminal level Answer: A Diff: Page Ref: 158 AACSB: Analytic Skills Skill: Application Objective: 6.1: Understand the sensory dynamics of perception 64) In the SAUCE MINI CASE, by packaging its most popular sauce flavors in the pouch format, instead of new flavors, Ragu is seeking to minimize consumers' perception of A) physical risk B) functional risk C) psychological risk D) financial risk E) time risk Answer: B Diff: Page Ref: 184 Skill: Application Objective: 6.3: Understand the components of consumer imagery and their strategic applications 21 ScholarStock 65) In the SAUCE MINI CASE, by packaging its most popular sauce flavors in the pouch format, instead of new flavors, Ragu is trying to appeal to A) low-risk perceivers B) broad categorizers C) consumer innovators D) narrow categorizers E) process-oriented consumers Answer: D Diff: Page Ref: 184 AACSB: Analytic Skills Skill: Application Objective: 6.3: Understand the components of consumer imagery and their strategic applications 66) In the SAUCE MINI CASE, if Ragu paid to have the mothers in a television sitcom use Ragu pouches while cooking dinner during an episode of a show, this would be an example of A) perceptual blocking B) selective exposure C) product placement D) cognitive dissonance E) perceptual selection Answer: C Diff: Page Ref: 164 Skill: Application Objective: 6.2: Learn about the three elements of perception 22 ScholarStock JUICE MINI CASE: Fruit Fusions is a well-known producer of organic fruit blended yogurts It recently decided to start producing fruit juices under the Fruit Fusions name as well The company's research determined that there was a potential niche market for organic fruit juices packaged in small single servings and sold as an alternative to canned soft drinks typically consumed during lunch In trying to price the new line of drinks, Fruit Fusions asked consumers what they thought other drinks of a comparable quality cost, and what they considered to be a fair price for this kind of drink With the slogan "Nothing this good comes in a can," the juice line's print ads feature a brightly colored bottle of juice on a completely white background and are placed in magazines specializing in health and wellness 67) In the JUICE MINI CASE, Fruit Fusions is taking advantage of in extending its brand name association to its new juice line as a means of increasing consumer acceptance of the new product A) umbrella positioning B) product repositioning C) contrast D) consumer stereotypes E) the halo effect Answer: E Diff: Page Ref: 168 Skill: Application Objective: 6.1: Understand the sensory dynamics of perception 68) In the JUICE MINI CASE, Fruit Fusions only sells its new juice line through high-end grocery stores and lunch boutiques in an effort to create a high-end reputation for its juice line through A) retail store image B) consumer stereotypes C) playing on consumers' need for closure D) making a good first impression E) perceived risk Answer: A Diff: Page Ref: 178 AACSB: Analytic Skills Skill: Application Objective: 6.3: Understand the components of consumer imagery and their strategic applications 23 ScholarStock 69) In the JUICE MINI CASE, Fruit Fusions' print ads are meant to draw a reader's attention through A) consumers' need for closure B) an attribute focus C) figure-and-ground relationships D) consumers' tendency to jump to conclusions E) consumers' tendency to group stimuli together Answer: C Diff: Page Ref: 164 AACSB: Reflective Thinking Skill: Application Objective: 6.1: Understand the sensory dynamics of perception 70) In the JUICE MINI CASE, Fruit Fusions explores consumers' in order to determine the best price for its new fruit drinks A) external reference prices B) efficiency prices C) relationship prices D) internal reference prices E) satisfaction-based prices Answer: D Diff: Page Ref: 176 AACSB: Analytic Skills Skill: Application Objective: 6.3: Understand the components of consumer imagery and their strategic applications 71) In the JUICE MINI CASE, Fruit Fusions places its advertisements in magazines focused on health and wellness under the assumption that people reading such magazines are interested in health foods and are more likely to notice the Fruit Fusions ad there than while reading a magazine focused on news and entertainment This phenomenon is known as A) selective exposure B) perceptual defense C) perceptual organization D) selective attention E) perceptual blocking Answer: D Diff: Page Ref: 163 AACSB: Reflective Thinking Skill: Application Objective: 6.2: Learn about the three elements of perception 24 ScholarStock 72) For each individual, reality is a totally personal phenomenon, based on that person's needs, wants, values, and personal experiences Answer: TRUE Diff: Page Ref: 154 AACSB: Reflective Thinking Skill: Concept Objective: 6.1: Understand the sensory dynamics of perception 73) Marketers are much more interested in what consumers objectively know about their products than what they perceive Answer: FALSE Diff: Page Ref: 154 Skill: Concept Objective: 6.1: Understand the sensory dynamics of perception 74) The minimal difference that can be detected between two similar stimuli is called the absolute threshold Answer: FALSE Diff: Page Ref: 157 Skill: Concept Objective: 6.1: Understand the sensory dynamics of perception 75) According to Weber's law, a consumer will notice a 25 cent rise in the price of a 50 cent product more than a 25 cent rise in the price of a $10 product Answer: TRUE Diff: Page Ref: 158 AACSB: Analytic Skills Skill: Application Objective: 6.1: Understand the sensory dynamics of perception 76) The marketer's objective is to far exceed consumers' j.n.d for product improvements in order to engender greater brand loyalty from consumers Answer: FALSE Diff: Page Ref: 159 AACSB: Reflective Thinking Skill: Application Objective: 6.1: Understand the sensory dynamics of perception 77) Whenever a person is stimulated, he or she is consciously aware of the stimulus Answer: FALSE Diff: Page Ref: 160 Skill: Concept Objective: 6.1: Understand the sensory dynamics of perception 25 ScholarStock 78) There is strong evidence that subliminal advertising persuades people to buy goods or services Answer: FALSE Diff: Page Ref: 160 Skill: Concept Objective: 6.1: Understand the sensory dynamics of perception 79) As an input for individual perceptions, physical stimuli are provided by individuals themselves in the form of certain predispositions Answer: FALSE Diff: Page Ref: 161 Skill: Concept Objective: 6.2: Learn about the three elements of perception 80) People perceive all stimuli to which they are exposed Answer: FALSE Diff: Page Ref: 161 Skill: Application Objective: 6.2: Learn about the three elements of perception 81) People usually see what they expect to see, and what they expect to see is usually based on familiarity, previous experience, or expectations Answer: TRUE Diff: Page Ref: 162 Skill: Concept Objective: 6.2: Learn about the three elements of perception 82) Irrelevant sexuality in advertising leads viewers to remember the sexual aspects of the ad, not the product or brand advertised Answer: TRUE Diff: Page Ref: 163 AACSB: Communication Skill: Concept Objective: 6.2: Learn about the three elements of perception 83) In one type of perceptual defense, individuals sometimes unconsciously distort information that is not consistent with their needs, values, and beliefs Answer: TRUE Diff: Page Ref: 163 Skill: Concept Objective: 6.2: Learn about the three elements of perception 26 ScholarStock 84) People tend to experience the numerous stimuli they select from the environment as separate and discrete sensations Answer: FALSE Diff: Page Ref: 164 Skill: Concept Objective: 6.2: Learn about the three elements of perception 85) Deliberate blurring of figure and ground, as when Absolut Vodka embeds the distinct shape of its bottle in a print image, can result in greater engagement of the audience with the advertisement Answer: TRUE Diff: Page Ref: 164 Skill: Application Objective: 6.2: Learn about the three elements of perception 86) Completed messages or tasks are better remembered than those that are incomplete Answer: FALSE Diff: Page Ref: 165 Skill: Concept Objective: 6.2: Learn about the three elements of perception 87) When forming first impressions, the perceiver typically knows which stimuli are relevant, important, or predictive of later behavior Answer: FALSE Diff: Page Ref: 168 AACSB: Reflective Thinking Skill: Concept Objective: 6.2: Learn about the three elements of perception 88) Products and brands have symbolic value for individuals, who evaluate them on the basis of their consistency with their personal pictures of themselves Answer: TRUE Diff: Page Ref: 168 Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 89) Positioning is more important to the ultimate success of a product than are its actual characteristics Answer: TRUE Diff: Page Ref: 168 Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 27 ScholarStock 90) Because services are intangible, image becomes a key factor in differentiating a service from its competition Answer: TRUE Diff: Page Ref: 174 AACSB: Reflective Thinking Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 91) Unlike tangible products, most services are produced, and then sold and consumed simultaneously Answer: FALSE Diff: Page Ref: 178 Skill: Application Objective: 6.3: Understand the components of consumer imagery and their strategic applications 92) When consumers evaluate concrete attributes of a product, such as performance and durability, they rely less on price and brand name as indicators of quality than when they evaluate the product's prestige and symbolic value Answer: TRUE Diff: Page Ref: 180 AACSB: Analytic Skills Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 93) Consumers tend to perceive stores that offer a small discount on a large number of items as having lower prices overall than competing stores that offer larger discounts on a smaller number of products Answer: TRUE Diff: Page Ref: 183 Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 94) Consumers are only influenced by risks that they perceive when those risks actually exist Answer: FALSE Diff: Page Ref: 183 Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 28 ScholarStock 95) The amount of risk perceived depends on the specific consumer Answer: TRUE Diff: Page Ref: 184 Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 96) Psychological risk is the risk that a poor product choice may result in social embarrassment Answer: FALSE Diff: Page Ref: 184, Table 6.6 Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 97) Define Weber's law in the context of the differential threshold and cite an example of Weber's law in practice Answer: Another term used for the differential threshold is the just noticeable difference Earnst Weber discovered that the j.n.d between two stimuli was not an absolute amount, but an amount relative to the intensity of the first stimulus Weber's law states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different For example, if the price of a large container of orange juice is $5.50, most consumers will probably not notice an increase of 25 cents, however, a similar 25 cent increase in the price of gasoline would be noticed very quickly by consumers because it is a significant percentage of the initial base cost of gasoline Diff: Page Ref: 158 Skill: Application Objective: 6.1: Understand the sensory dynamics of perception 98) How marketers take advantage of the j.n.d.? Answer: Marketers need to determine the j.n.d for their products for two reasons: (1) so that negative changes like reductions in product size are not readily discernable to the public, and (2) so that product improvements such as larger size are very apparent to consumers without being wastefully extravagant Diff: Page Ref: 158-159 Skill: Application Objective: 6.1: Understand the sensory dynamics of perception 29 ScholarStock 99) What is subliminal perception? How does it relate to marketing? Answer: When people are stimulated below their level of conscious awareness because the stimuli are too weak or too brief to be consciously seen or heard, this is known as subliminal perception Marketers have tried subliminal messaging in the past, but no real evidence shows that subliminal messaging can influence consumer decisions, even though in some instances it has Some research shows that subliminal perception influences affective reactions, but not their activities or motives Diff: Page Ref: 160 Skill: Concept Objective: 6.1: Understand the sensory dynamics of perception 100) What is the difference between selective attention and perceptual defense? Answer: Selective attention is when consumers exercise a great deal of selectivity in terms of the attention they give to commercial stimuli They have a heightened awareness of stimuli that meet their needs or interests and minimal awareness for stimuli irrelevant to their needs Consumers are more likely to notice ads about products that are of interest to them and disregard those that are not Perceptual defense is when consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place Furthermore, consumers sometimes unconsciously distort information that is not consistent with their needs, values and beliefs Diff: Page Ref: 163 Skill: Concept Objective: 6.2: Learn about the three elements of perception 101) How important is it for marketers to make a good first impression? Answer: It is critical that marketers perfect a product before launching it because first impressions are very hard to change Subsequent information about a product's advantages, if the first impression was negative, will often be negated by the memory of the first impression In forming impressions, the consumer perceiver does not know which stimuli are important, relevant or predictive of later behavior Diff: Page Ref: 168 Skill: Concept Objective: 6.2: Learn about the three elements of perception 30 ScholarStock 102) What is the result of a successful positioning strategy and why is positioning so important for marketers? Answer: The result of successful positioning strategy is a distinctive brand image on which consumers rely in making product choices A positive brand image also leads to consumer loyalty, positive beliefs about the brand value, and a willingness to search for the brand A positive brand image also promotes consumer interest in future brand promotions and inoculates consumers against competitors' marketing activities As products become more complex and the marketplace more crowded, consumers rely more on the product's image and claimed benefits than on its actual attributes in making purchase decisions Diff: Page Ref: 169 Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 103) SERVQUAL is a scale that is designed to measure the gap between customer expectations or services and their perception of the service actually delivered Describe the dimensions on which this scale is based Answer: The SERVQUAL scale measures the gap between customer expectations or services and their perceptions of the service actually delivered, based on the following five dimensions: reliability, responsiveness, assurance, empathy, and tangibility These dimensions are divided into two groups: the outcome dimension, which focuses on the reliable delivery of the core service, and the process dimension, which focuses on how the core service is delivered The process dimension includes employees' responsiveness, assurance, and empathy in handling customers, and the service's tangible aspects The product dimension offers the service provider a significant opportunity to exceed customer expectations Diff: Page Ref: 180 Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 104) What are the types of perceived risk consumers have to deal with? Answer: Functional risk: that the product will not perform as expected Physical risk: risk to oneself or others Financial risk: that the product will not be worth the cost Social risk: that the product choice may result in social embarrassment Psychological risk: the risk that a poor product choice will bruise the consumer's ego Diff: Page Ref: 184, Table 6.6 Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 31 ScholarStock 105) There are many ways consumers handle risk Identify and discuss three methods Answer: Consumers seek information about the products through word of mouth, salespeople, media, consumer reports, and other product information resources The more information consumers have about their product, the more predictable the probable consequences, thus the lower the perceived risk Consumers are brand loyal: consumers avoid risk by remaining brand loyal to a brand with which they are satisfied instead of trying new or untried brands Consumers buy the most expensive model: when in doubt, consumers often feel that the most expensive model is probably the best in terms of quality, that is, they equate price with quality Diff: Page Ref: 184, Table 6.6 Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 106) Describe the perceptual technique How marketers use this technique in developing positioning strategies? Answer: A perceptual map identifies one or more relevant product or service characteristics and identifies where existing product offerings fall in relation to those characteristics This technique allows marketers to determine how they want their products or services to appear to consumers in relation to competitive brands relative to those characteristics Because unfilled gaps on a perceptual map present opportunities for competitors, sophisticated marketers create several distinct offerings, often in the form of different brands, to fill several identified niches Diff: Page Ref: 172-173 Skill: Concept Objective: 6.3: Understand the components of consumer imagery and their strategic applications 32 ScholarStock ... 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:... 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,... 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