MARK 260 Tutorial Questions (Chapter 2) PDF

Tutorial Questions (True or False?)  Chapter 2: Tutorial Questions (True/False)  Weber’s law found that the amount of change that is necessary to be noticed is systematically related to the original intensity of the stimulus.  T  Daily we are bombarded by a symphony of...

Tutorial Questions (True or False?)  Chapter 2: Tutorial Questions (True/False)  Weber’s law found that the amount of change that is necessary to be noticed is systematically related to the original intensity of the stimulus.  T  Daily we are bombarded by a symphony of stimuli such as colors, sounds, and odors. The immediate response of our receptors to such basic stimuli is called sensation.  T  Marketers contribute to a world overflowing with sensations.  T  Like computers, people undergo stages of information processing in which stimuli are input and stored.  T  When marketers pay extra attention to the impact of sensation (include: sights, sounds, smells, tastes, and textures) on consumer product experiences, this is called sensory marketing.  T  Chapter 2: Tutorial Questions (True/False)  A blue chair has the ability to stimulate which feeling of “trust.”  T  The color yellow has been shown to grab window shoppers' attention.  T  The endowment effect occurs when consumers ascribe more value to something simple because they own it.  T  The Coca-Cola glass bottle was designed specifically to appeal to consumers' sense of touch.  T  Some color combinations come to be associated so strongly with the corporation they become known as the company’s trade dress.  T  Chapter 2: Tutorial Questions (True/False)  In the perceptual process, smells are classified as a “sensory receptor.”  F (smells = sensory stimuli)  Colors are rich in symbolic value and cultural meanings.  T  The color of mourning is consistently black across all cultures.  F “Mourning” = black (Western culture), white (East Asian culture), green (Singapore).  Mia used yellow, green, and orange for her web page. This was likely because she knew these hues captured attention.  T  There is evidence that certain smells may be more effective when targeted toward one of the sexes (male or female).  T  Chapter 2: Tutorial Questions (True/False)  The sound emitted by a dog whistle is too high to be detected by human ears. This is an illustration of a stimulation that is beyond our absolute threshold.  T  The “absolute threshold” refers to the minimum amount of stimulation that can be detected on a sensory channel, e.g., the auditory sensory channel.  T  Just-noticeable difference (JND) is another name for Weber's law.  F (The “just-noticeable difference (JND)” = The minimal difference that can be detected between two similar stimuli. For instance, “before” and “after” price-discount promotion.)  Lois was not pleased when she realized that the box of candies did not contain as many candies as it used to. When she compared the package to the previous package she had bought, the changes were hardly discernible. This is an example of the use of Weber's law.  T  Chapter 2: Tutorial Questions (True/False)  For “subliminal perception” to occur, the stimulus must be presented below the level of the consumer's awareness.  T  “Attention” refers to the extent to which the brain's processing activity is devoted to a particular stimulus.  T  In a beer ad on TV showing a couple going off to a country cottage, Melinda only paid attention to the sports car. This tendency is known as “perceptual selectivity.”  T  Today we consume three times as much information each day as people did in 1960.  T  Chapter 2: Tutorial Questions (True/False)  Now that the average adult is exposed to about 40,000 pieces of advertising information every single day, consumers may feel overwhelmed by the competition for their attention. Their feeling is called “attention dysfunction.”  F (“sensory overload”)  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 tendency for consumers to be more aware of stimuli that relate to their current or immediate needs is known as “perceptual vigilance.”  T  When consumers no longer pay attention to an ad that has become too familiar to, the condition is called “perceptual apathy.”  F (“Adaptation”)  Chapter 2: Tutorial Questions (True/False)  A school of thought that maintains people derive meaning from a totality of a set of stimuli, rather from any individual stimulus, is “gestalt psychology.”  T  The process that marketers follow to develop distinctive images or clearly defined "brand personalities" to distinguish them from competitors is known as “brand positioning” in marketing.  T  Craig believes that people derive meaning from something by isolating the individual stimuli that make it up. His view is consistent with that of gestalt.  F (“Gestalt psychology” = people derive meaning from the totality of a set of stimuli, rather than from any individual stimulus)  The principle of similarity means that consumers tend to group together objects that share physical characteristics; as an example, Coca-Cola, Sprite, and Dad's Old-Fashioned Root Beer are all "carbonated soft drinks.“  T  Chapter 2: Tutorial Questions (True/False)  There is virtually no proof that truly subliminal messages have any persuasive effect on consumer behavior.  T  Many of our personal preference, such as preferring dark chocolate to milk chocolate bars, are actually culturally determined.  T  The name “Pepsi-Cola” can communicate expectations about product attributes by activating “a schema.”  T (a schema = a set of belief)  The “endowment effect” occurs when consumers ascribe more value to something simple because they own and possess it.  T  The ability of a sensory system to detect changes or differences between two stimuli refers to the “differential threshold.”  T  Chapter 2: Tutorial Questions (True/False)  In the nineteenth century, a psychophysicist named Ernst Weber found that “the amount of change that is necessary for a stimulus to be noticed is systematically related to the intensity of the original stimulus itself.”  T (A pair of socks, $10, with a $2 discount on sale; versus A sport coat, $100, with a $2 discount on sales.)  Brian urgently needs a summer job to earn money for his fall tuition. Lately, everywhere he turns he seems to be noticing "help wanted" ads. His increased awareness of ads that relate to his current needs is called “perceptual vigilance.”  T  “Perceptual filters” based on consumers' past experiences influence what they decide to process.  T  Chapter 2: Tutorial Questions (True/False)  The relationship in which one part of a stimulus configuration dominates a situation, such as a visual field, while other aspects recede into the background, is called the “figure-ground” principle of gestalt psychology.  T  Three stages of perceptual process are: sensory stimuli, sensory receptors, and expectations.  F (perceptual process: Exposure  Attention  Interpretation.)  Buckley’s anti-coughing “It tastes awful. And it work” reflects texture sensory stimuli as a brand positioning.  F (Taste sensory stimuli)  “Sound Symbolism”  The process by which the way a word sounds influences our assumptions about what it describes and its attributes. For instance, Haagen Dazs sounds European ice cream.  T