Question 1

There is evidence that subliminal stimuli may influence affective reactions but not consumption actions.

Accepted Answer

A) True 
 B)False

Question 2

A café owner is wondering how much she can raise the price of a coffee before a majority of patrons will become aware of the increase. She is interested in their:

Accepted Answer

A)   differentiation.
B)   elasticity of demand.
C)   adaptation.
D)   differential threshold.E) B) and D)
F) A) and B)

Question 3

Explain the concept of positioning and its importance in relation to consumer behaviour.

Accepted Answer

Positioning is the image that a product ...

Question 4

The subconscious method that consumers use to limit the stimuli they perceive is known as:

Accepted Answer

A)   perception.
B)   motivation.
C)   selectivity.
D)   activity.E) C) and D)
F) All of the above

Question 5

Advertisements in which the consumer has great difficulty in discerning the stimulus is most likely poorly designed in terms of:

Accepted Answer

A)   subject and contrast.
B)   figure and ground.
C)   figure and contrast.
D)   subject and background.E) B) and C)
F) A) and C)

Question 6

Which of the following best described Weber's Law?

Accepted Answer

A)   People usually see what they expect to see, and what they expect to see is usually based on familiarity, previous experience or a preconditioned set.
B)   People are also stimulated below their level of conscious awareness; that is, they can perceive stimuli without being consciously aware of the stimuli in question.
C)   When consumers are exposed to over a thousand marketing messages in a week, however they selectively focus on those that are relevant to them.
D)   The just noticeable difference between two stimuli was not an absolute amount, but an amount relative to the intensity of the first stimulus.E) A) and B)
F) All of the above

Question 7

An American study for a consumer advocacy organisation found that consumers often cannot differentiate among various cola beverages and that they base their preferences on _____ cues such as packaging, pricing, advertising and peer pressure.

Accepted Answer

A)   extrinsic
B)   intrinsic
C)   positive
D)   negativeE) A) and C)
F) B) and D)

Question 8

The nature of the product, its advertisements and commercials, the sex of a model, the position of a print ad, and brand name are examples of:

Accepted Answer

A)   receptors.
B)   motivations.
C)   contrasts.
D)   marketing stimuli.E) A) and D)
F) B) and C)

Question 9

According to sensory adaptation, when during an event such as the Olympics many brilliantly executed marketing campaigns are run simultaneously, consumers are likely to pay more attention to each advertisement.

Accepted Answer

A) True 
 B)False

Question 10

Consumers act on the basis of perception, not on the basis of objective reality.

Accepted Answer

A) True 
 B)False

Question 11

Some distinctive characteristics of services make it difficult for consumers to judge quality. Which of the following is not one of the characteristics?

Accepted Answer

A)   Variability.
B)   Perishability.
C)   Tangibility.
D)   Being simultaneously produced and consumed.E) None of the above
F) C) and D)

Question 12

Disguised stimuli not readily recognised by readers that are placed in advertisements to persuade consumers to buy the products are called:

Accepted Answer

A)   collusion.
B)   embeds.
C)   deception.
D)   sublimation.E) B) and D)
F) B) and C)

Question 13

Which of the following is not an important environmental variable when designing the service environment for bank customers?

Accepted Answer

A)   Privacy.
B)   Aesthetics.
C)   Physical appearance of the people in the bank, both customers and staff.
D)   All of the above are important to bank customers.E) All of the above
F) A) and B)

Question 14

When marketers make use of a well-known, popular celebrity in their advertising campaigns in order to receive instant recognition and status, they are making use of:

Accepted Answer

A)   first impressions.
B)   the halo effect.
C)   stereotyping.
D)   physical appearance.E) B) and D)
F) None of the above

Question 15

When smokers pay particular attention to advertisements that warn of the cancerous effects of smoking and how it may kill them, this is an example of selective exposure.

Accepted Answer

A) True 
 B)False

Question 16

People have a need for _____. If the stimuli they are exposed to is incomplete, they perceive it as complete by filling in the missing pieces.

Accepted Answer

A)   stereotyping
B)   grouping
C)   closure
D)   exaggerationE) B) and C)
F) C) and D)

Question 17

It is more difficult for consumers to evaluate the quality of services than the quality of products.

Accepted Answer

A) True 
 B)False

Question 18

'Any unit of input to any of the senses' defines:

Accepted Answer

A)   sensory receptors.
B)   sensation.
C)   stimulus.
D)   perception.E) C) and D)
F) B) and C)

Question 19

The relationship between an object and the background on which it is portrayed is referred to as the:

Accepted Answer

A)   figure and ground.
B)   subject and contrast.
C)   figure and contrast.
D)   subject and background.E) All of the above
F) A) and B)

Question 20

Which of the following is not a reason to reposition a product?

Accepted Answer

A)   To justify higher prices.
B)   To change consumer preference.
C)   To highlight attributes that have been previously ignored.
D)   To reflect a change in management priorities.E) A) and C)
F) A) and B)

Exam 5: Consumer perception

Consumers act on the basis of perception, not on the basis of objective reality.

Correct AnswerverifiedShow Answer

'Any unit of input to any of the senses' defines:

Correct AnswerverifiedShow Answer

Which of the following is not an important environmental variable when designing the service environment for bank customers?

Correct AnswerverifiedShow Answer

When smokers pay particular attention to advertisements that warn of the cancerous effects of smoking and how it may kill them, this is an example of selective exposure.

Correct AnswerverifiedShow Answer

An American study for a consumer advocacy organisation found that consumers often cannot differentiate among various cola beverages and that they base their preferences on _____ cues such as packaging, pricing, advertising and peer pressure.

Correct AnswerverifiedShow Answer

Which of the following is not a reason to reposition a product?

Correct AnswerverifiedShow Answer

Explain the concept of positioning and its importance in relation to consumer behaviour.

Correct AnswerverifiedPositioning is the image that a product ...View AnswerShow Answer

Which of the following best described Weber's Law?

Correct AnswerverifiedShow Answer

Some distinctive characteristics of services make it difficult for consumers to judge quality. Which of the following is not one of the characteristics?

Correct AnswerverifiedShow Answer

It is more difficult for consumers to evaluate the quality of services than the quality of products.

Correct AnswerverifiedShow Answer

There is evidence that subliminal stimuli may influence affective reactions but not consumption actions.

Correct AnswerverifiedShow Answer

Advertisements in which the consumer has great difficulty in discerning the stimulus is most likely poorly designed in terms of:

Correct AnswerverifiedShow Answer

Disguised stimuli not readily recognised by readers that are placed in advertisements to persuade consumers to buy the products are called:

Correct AnswerverifiedShow Answer

When marketers make use of a well-known, popular celebrity in their advertising campaigns in order to receive instant recognition and status, they are making use of:

Correct AnswerverifiedShow Answer

The subconscious method that consumers use to limit the stimuli they perceive is known as:

Correct AnswerverifiedShow Answer

According to sensory adaptation, when during an event such as the Olympics many brilliantly executed marketing campaigns are run simultaneously, consumers are likely to pay more attention to each advertisement.

Correct AnswerverifiedShow Answer

The nature of the product, its advertisements and commercials, the sex of a model, the position of a print ad, and brand name are examples of:

Correct AnswerverifiedShow Answer

People have a need for _____. If the stimuli they are exposed to is incomplete, they perceive it as complete by filling in the missing pieces.

Correct AnswerverifiedShow Answer

A café owner is wondering how much she can raise the price of a coffee before a majority of patrons will become aware of the increase. She is interested in their:

Correct AnswerverifiedShow Answer

The relationship between an object and the background on which it is portrayed is referred to as the:

Correct AnswerverifiedShow Answer

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Positioning is the image that a product ...
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