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Exam 4: Consumer Perception

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Question 1

Multiple Choice

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Which of the following related to selective attention is false?

A) Because people can only attend to about seven units of information at a time, it is easy to overload consumers with too much information.
B) People who are knowledgeable a topic are usually less able to attend to related information, since they already hold so much information.
C) Arousal is a state of physical wakefulness or alertness.
D) Salient and vivid stimuli both draw attention involuntarily.
E) The allocation of attention is both voluntary and involuntary.

F) C) and D)
G) A) and D)

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Question 2

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There has been no research to date that has shown that subliminal stimuli can influence attitudes or behaviors.

A) True
B) False

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False

Question 3

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Placing marketing messages in unexpected places increases novelty and thus salience.

Three different college students are exposed to a television advertisement for a new computer: *Larry is lying in bed and has just awoken.He groggily reaches for the television remote and turns on the set and immediately sees the advertisement. *Sherry is working out at the recreation center and is watching television as she exercises.She is at the peak of her "cardio" work-out on the treadmill when the advertisement appears on the television. *Chris is sitting at his kitchen table eating lunch and watching television when the advertisement appears. According to research on perception, which of the students should be able to attend to (i.e., pay attention to) the most information?

What level of physical arousal is best for attention intensity or a person's ability to attend to information?

Marketers should strive to induce a moderate level of arousal through their advertisements.

When a stimulus is salient, it is focal or prominent, with the other aspects of the envirornnent fading into the background.This is known as:

A linear relationship between arousal and attention intensity exists.

Which of the following statements about perception is true?

Consumers cannot attend to all stimuli to which they are exposed, primarily because is limited.

Salient and vivid stimuli both draw attention involuntarily.

The makers of Downey Fabric Softeners want to undertake a sensory marketing campaign.The goal of the campaign is to trigger consumers' memories of home and connect emotionally with consumers.Which sense should the campaign focus on?

Women tend to have higher absolute thresholds than men.

The last step in the perceptual process is:

As a rule of thumb, billboards should contain no more than 10 words because of typical human sensory thresholds.

According to your readings, are processed at a subconscious level.

According to your readings on color, which color is most associated with happiness, optimism, light, and cleanliness?

Which of the following statements about comprehension is false?

The ways in which new envirornnental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge.

The perceptual process starts with attention.