Consumer Behavior Quiz: Sensory Marketing

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.)

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!