Consumer Behavior Quiz: Sensory Marketing

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Questions and Answers

According to Weber's Law, the ability to detect a change in a stimulus is related to which variable?

The individual's sensory adaptation level

The intensity of the original stimulus (correct)

The degree of sensory overload experienced

The absolute threshold of the sensory channel

What is the term for the immediate response of our sensory receptors (e.g., eyes, ears, nose) to basic stimuli such as light, sound, and scent?

Sensation (correct)

Interpretation

Perception

Cognition

When marketers focus on the impact of sights, sounds, smells, tastes, and textures on consumers' product experiences, what is this approach called?

Sensory Marketing (correct)

Perceptual Positioning

Experiential Branding

Stimulus Generalization

Which psychological effect describes consumers valuing something more highly simply because they own it?

Endowment effect Signup and view all the answers

What is the significance of a company's 'trade dress'?

It refers to color combinations strongly associated with the corporation. Signup and view all the answers

In the context of sensory perception, stimuli that are too high for our senses to detect, such as a dog whistle, are beyond which threshold?

Absolute Threshold Signup and view all the answers

What is the "absolute threshold" in the context of sensory perception?

The minimum amount of stimulation that can be detected on a sensory channel. Signup and view all the answers

What is another name for Just Noticeable Difference (JND)?

Weber's Law Signup and view all the answers

What does the term 'just-noticeable difference (JND)' refer to in the context of marketing and consumer perception?

The minimal difference that can be detected between two similar stimuli. Signup and view all the answers

Lois noticed that a box of candies contained fewer candies than before, with changes that were hardly discernible between the old and new packages. What concept does this exemplify?

Weber's Law Signup and view all the answers

What is a key requirement for 'subliminal perception' to occur?

The stimulus must be presented below the level of the consumer's awareness. Signup and view all the answers

Which of the following best describes the concept of 'attention' in a consumer behavior context?

The extent to which the brain's processing activity is devoted to a particular stimulus. Signup and view all the answers

In a beer ad on TV showing a couple going off to a country cottage, Melinda only paid attention to the sports car. What tendency is demonstrated by Melinda?

Perceptual selectivity Signup and view all the answers

An individual feels overwhelmed and stressed by the sheer volume of advertising messages they encounter daily. This feeling is called:

Sensory overload Signup and view all the answers

Anne is reading a newspaper during her five o'clock class. Although she would not normally notice an ad about a fast-food restaurant, she pays attention to this one because she is hungry. This is an example of:

Perceptual vigilance Signup and view all the answers

Consumers stop paying attention to an advertisement because it has become too familiar. Which concept does this describe?

Adaptation Signup and view all the answers

Which of the following best describes the core idea of Gestalt psychology?

People interpret meaning based on the overall pattern and arrangement of stimuli, not individual elements. Signup and view all the answers

Coca-Cola, Sprite, and Dad's Old-Fashioned Root Beer being grouped as 'carbonated soft drinks' exemplifies which Gestalt principle?

Similarity Signup and view all the answers

What is the significance of 'perceptual filters' in the context of consumer behavior?

They influence what information consumers choose to process based on past experiences. Signup and view all the answers

Which of the following best describes the 'endowment effect'?

Consumers place a higher value on things they own simply because they possess them. Signup and view all the answers

In the realm of sensory perception, what does the 'differential threshold' refer to?

The ability of a sensory system to detect changes or differences between two stimuli. Signup and view all the answers

Brian's increased awareness of 'help wanted' ads due to his urgent need for a summer job exemplifies:

Perceptual vigilance. Signup and view all the answers

The 'figure-ground' principle of Gestalt psychology explains which perceptual phenomenon?

The relationship where one part of a stimulus dominates while other aspects fade into the background. Signup and view all the answers

According to Ernst Weber's findings, what is the relationship between the intensity of an original stimulus and the amount of change required for it to be noticed?

The amount of change needed to be noticed is systematically related to the intensity of the original stimulus. Signup and view all the answers

Study Notes

Tutorial Questions (True/False)

Weber's law demonstrates that the amount of change needed to be noticed is related to the original intensity of the stimulus.
Consumers are constantly bombarded with stimuli like colors, sounds, and smells. The initial response of receptors to these basic stimuli is called sensation.
Marketers contribute to a sensory-rich environment.
Consumers process information like computers, receiving and storing stimuli.
Sensory marketing is when marketers focus on how sights, sounds, smells, tastes, & textures affect consumer experiences with products.
A blue chair can evoke a feeling of trust.
The color yellow is known to attract window shoppers' attention.
The endowment effect describes consumers assigning more value to something they own.
The Coca-Cola bottle's shape was designed to appeal to the sense of touch.
Color combinations can become associated with a company, forming a trade dress.
Smells are sensory stimuli, not receptors.
Colors have cultural and symbolic meaning.
The color associated with mourning varies cross-culturally (e.g., black in Western cultures, white in East Asian cultures, green in Singapore).
Yellow, green, and orange colors are visually appealing and likely grab attention.
Smells can be more effective when targeted to specific genders.
The sound of a dog whistle is beyond the absolute threshold of human hearing.
The absolute threshold is the minimum stimulation detectable on a sensory channel.
Just-noticeable difference (JND) is the minimal difference between two similar stimuli. It is not synonymous with Weber's law.
A change in packaging (e.g., smaller candy box) noticeable difference to an individual and demonstrates Weber's Law in action.
Subliminal messages need to be presented below the consumer's awareness to have an effect.
Attention refers to the extent of brain activity devoted to a specific stimulus.
Perceptual selectivity is the tendency for consumers to only focus on information related to their needs.
Information consumption has increased threefold since 1960.
"Sensory overload" occurs when consumers are bombarded with too much advertising.
Perceptual vigilance occurs when stimuli related to current needs are noticed more vividly.
Perceptual apathy occurs when stimuli lose their impact due to familiarity.
Gestalt psychology focuses on how people interpret a collection of stimuli as a whole.
Brands position their distinctiveness to competitors using their image and personality.
People interpret meaning by understanding the entirety of a stimulus, not just its parts (Gestalt).
Consumers group similar things together (similarity principle), like Coca-Cola, Sprite, and other carbonated soft drinks.
There's little evidence that subliminal messages affect consumer behavior.
Personal preferences, like chocolate choices, can be culturally influenced.
Product names, such as Pepsi-Cola, can trigger associations and expectations.
The endowment effect occur when consumers place a higher value on things they own.
The differential threshold is a sensory system's ability to detect changes between two stimuli.
The intensity of a noticeable stimulus change is linked to its initial intensity.
Perceptual vigilance means people notice more stimuli related to their current needs.
Perceptual filters influence how consumers process information based on past experiences.
The figure-ground principle describes how one part of a visual stimulus stands out while others recede (grouping).
The perceptual process includes exposure (receiving), attention (focus), and interpretations. (categorizing).
Taste sensory stimuli as a brand positioning is incorrect - it is incorrect as an example of brand positioning.
Sound symbolism means sounds affect how we perceive attributes (e.g., ice cream brand name evoking origin.)

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Description

Test your knowledge on sensory marketing concepts and how they influence consumer behavior. This true/false quiz covers various aspects of perception, sensation, and marketing strategies that engage multiple senses. See how well you understand the impact of sensory stimuli on consumer experiences!