Ch_04__CONSUMER_PERCEPTION. All Answers

1. Perception is the mechanism through which we defme the world and create meaning from our envirornnent. a. True b. False United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflectiv ...

1. Perception is the mechanism through which we defme the world and create meaning from our envirornnent. a. True b. False United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 2. Adaptation is the assumption that everyone perceives the world as I do. a. True b. False ANSWER: POINTS: False 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.01- 04.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 3. Perception of the envirornnent requires consumers to use their physical senses. a. True b. False ANSWER: POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 4. Sensation involves gathering data from the sensory organs and nervous system and sending it to the brain for processing and interpretation. a. True b. False ANSWER: POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.15.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 5. The perceptual process starts with attention. a. True b. False ANSWER: POINTS: DIFFICULTY: False 1 Moderate LEARNING OBJECTIVES: COBE.KARD.15.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 6. Among other things, the perceptual process is influenced by sensory thresholds. a. True b. False ANSWER: POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.15.04.02- 04.02 LEARNING OBJECTIVES: COBE.KARD.15.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 8. The perceptual process has the following steps: Sensory Exposure; Attention; Adaptation; Comprehension. a. True b. False ANSWER: POINTS: False 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.15.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 9. Mike walks into the house after work and hears his roommate singing loudly. Mike is experiencing sensation. a. True b. False ANSWER: POINTS: True 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.15.04.02- 04.02 KEYWORDS: CB&C Model Promotion Bloom's: Knowledge 11. Attention is the ability to interpret and assign meaning to new information. a. True b. False ANSWER: POINTS: False 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 12. The ways in which new envirornnental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge. a. True b. False ANSWER: POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 KEYWORDS: Bloom's: Knowledge 14. According to your readings on color, orange is associated with health, refreshment, and the envirornnent. a. True b. False ANSWER: POINTS: False I DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Comprehension 15. There are some stimuli that people cannot perceive. a. True b. False ANSWER: POINTS: True I DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge KEYWORDS: CB&C Model Customer Bloom's: Comprehension 17. As a rule of thumb, billboards should contain no more than 10 words because of typical human sensory thresholds. a. True b. False ANSWER: POINTS: DIFFICULTY: False 1 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 18. Kraft recently reduced the contents of family-sized packages of sliced cheese from 16 ounces to 15 ounces. The company hopes the incremental change falls below the just noticeable difference in terms of perception. a. True b. False ANSWER: POINTS: True 1 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Pricing CB&C Model Promotion Bloom's: Comprehension KEYWORDS: CB&C Model Promotion Bloom's: Knowledge 20. The just noticeable difference is the bare minimum level or amount of stimulus needed for an individual to experience sensation. a. True b. False ANSWER: POINTS: False 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 21. Ernst Weber found that the magnitude of the just noticeable difference between two stimuli was always a systematic, absolute amount of 20%. a. True b. False ANSWER: POINTS: DIFFICULTY: False 1 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 22. A common rule of thumb in retailing is that price should be marked down at least 20% for consumers to notice a price change. a. True b. False ANSWER: POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.15.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Pricing CB&C Model Promotion Bloom's: Knowledge 23. Adaptation is the process of becoming desensitized to sensual stimuli. a. True b. False ANSWER: POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.15.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 24. Low intensity increases adaptation. a. True b. False ANSWER: POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.15.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge KEYWORDS: Bloom's: Knowledge 26. Subliminal messaging is illegal in the United States. a. True b. False ANSWER: POINTS: DIFFICULTY: False I Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 27. Many subliminal advertising messages actually fall above the absolute threshold but are repressed by the recipient. a. True b. False ANSWER: POINTS: DIFFICULTY: True I Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion KEYWORDS: CB&C Model Promotion Bloom's: Knowledge 29. Short-term memory is also sometimes called working memory or active memory. a. True b. False ANSWER: POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.15.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 30. People can usually consider five to nine pieces of information at a time. a. True b. False ANSWER: POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.15.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 31. Jane is trying to decide where to have lunch today and is trying to recall all the restaurants near campus. Jane will probably be able to recall at least 10 restaurants. a. True b. False ANSWER: POINTS: False I DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 32. Because people can usually attend to only seven (plus or minus two) pieces of information at a time, it is easy to overwhehn consumers with too much information. a. True b. False ANSWER: POINTS: DIFFICULTY: True I Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 33. Experts in a given topic (versus novices) can attend to and think about larger amounts of information. a. True b. False ANSWER: POINTS: DIFFICULTY: True I Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer KEYWORDS: Bloom's: Knowledge 35. Marketers should strive to induce a moderate level of arousal through their advertisements. a. True b. False ANSWER: POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.15.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 36. A person's ability to pay attention is high when arousal is extreme. a. True b. False ANSWER: POINTS: DIFFICULTY: False 1 Moderate LEARNING OBJECTIVES: COBE.KARD.15.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge POINTS: I DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 38. Salient and vivid stimuli both draw attention involuntarily. a. True b. False ANSWER: POINTS: True I DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 39. Vivid stimuli draw attention involuntarily but are context dependent. a. True b. False ANSWER: POINTS: DIFFICULTY: False I Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion KEYWORDS: Bloom's: Comprehension 41. Important ways for marketers to create salience are through novelty, intensity, and complexity. a. True b. False ANSWER: POINTS: DIFFICULTY: True 1 Moderate LEARNING OBJECTIVES: COBE.KARD.15.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 42. Important ways for marketers to create vividness are through novelty, concreteness, and complexity. a. True b. False ANSWER: POINTS: False 1 POINTS: DIFFICULTY: 1 Moderate LEARNING OBJECTIVES: COBE.KARD.15.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 44. The intensity of a stimulus, such as loudness, brightness, or length, affects vividness, and in tnm, induces attention. a. True b. False ANSWER: POINTS: DIFFICULTY: False 1 Moderate LEARNING OBJECTIVES: COBE.KARD.15.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 45. Closure is the tendency for a person to perceive an incomplete picture as complete. a. True b. False ANSWER: POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.15.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge KEYWORDS: Bloom's: Knowledge 47. Vivid stimuli are emotionally interesting, concrete and imagery provoking, or proximate. a. True b. False ANSWER: POINTS: True 1 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.15.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 48. What is vivid to one person is vivid for everyone. a. True b. False ANSWER: POINTS: False 1 49. is a process of receiving, selecting, and interpreting environmental stimuli involving the senses. a. Adaptation b. Figure and Ground Principle c. Weber's Law d. Phenomenal Absolutism e. Perception ANSWER: e POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.15.04.01- 04.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 50. is the assumption that everyone else perceives the world as I do. a. Adaptation b. Figure and Ground Principle c. Weber's Law d. Perception e. None of the above is correct. ANSWER: e POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.15.04.01- 04.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 51. The perceptual process is influeuced by all of the following, except: a. sensory thresholds b. physical limits on atteution c. voluntary and involuntary atteution selectivity d. situational factors e. All of the above influeuce the perceptual process. ANSWER: POINTS: DIFFICULTY: e 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 52. What is the first step in the perceptual process? a. Attention b. Compreheusion c. Grouping d. Seusory Exposure e. Adaptation ANSWER: POINTS: DIFFICULTY: d 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 53. The last step in the perceptual process is: a. attention b. comprehension c. groupmg d. sensory Exposure e. perceptual Selection ANSWER: POINTS: DIFFICULTY: b 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 54. Chad walks in the house after work. He immediately smells dinner cooking. Chad is experiencing: a. sensation b. comprehension c. groupmg d. vividness effect e. attention ANSWER: a POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 55. Consumers cannot attend to all stimuli to which they are exposed, primarily because is limited. a. sensation b. cognitive capacity c. perception d. adaptation e. None of the above is correct. ANSWER: POINTS: DIFFICULTY: b 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 56. Which of the following statements about comprehension is false? a. Comprehension is the last step of the perceptual process. b. From comprehension follows liking, preference, and choice. c. Comprehension is focusing on one or more envirornnental stimuli while potentially ignoring others. d. The ways in which new envirornnental stimuli are categorized, interpreted, and experienced are influenced by existing knowledge. e. Comprehension helps provide meaning in the perceptual process. ANSWER: POINTS: DIFFICULTY: c 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 57. Which of the following statements about perception is true? a. The lowest level at which an individual can experience sensation is called Weber's Law. b. The perceptual concept of"figure and ground" is based on the idea that individuals tend to group stimuli so they can form a unified picture or impression. c. Perception is highly subjective and selective for each person. d. "Perceptual Selection" is the first step in the perceptual process. e. Subliminal messaging is illegal in the United States. ANSWER: c POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 58. According to your readings on color, which color is most associated with appetite and sexual arousal? a. Blue b. Black c. Red d. Green e. White ANSWER: POINTS: DIFFICULTY: c 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 59. According to your readings on color, which color is most associated with happiness, optimism, light, and cleanliness? a. Blue b. Orange c. Red d. Yellow e. White ANSWER: POINTS: DIFFICULTY: d 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 60. Which of the following about sensory thresholds is false? a. Weber's Law is the bare minimum level or amount of stimulus needed for an individual to experience sensation. b. There are some stimuli that people cannot perceive. c. Individual differences in sensory abilities exist. d. As animals go, the limits or threshold, of human senses are fairly high. e. Women tend to have lower absolute thresholds than men. ANSWER: a POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 61. Which of the following about sensory thresholds is false? a. As a rule of thumb, a billboard should contain no more than six words because of typical human sensory thresholds. b. The just noticeable difference is the amount of incremental change required for a person to detect a difference between two sensory stimuli. c. Adaptation is the process of becoming desensitized to sensual stimuli. d. Decreasing the amount of product offered in a package while staying below the just noticeable difference is called package-pricing. e. Marketers always want product changes to fall below the just noticeable difference. ANSWER: e POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Pricing CB&C Model Product CB&C Model Promotion Bloom's: Comprehension 62. The bare minimum level or amount of stimulus needed for an individual to experience sensation is called what? a. Absolute Threshold b. Perceptual baseline c. Perceptual Absolutism d. Just noticeable difference e. Weber's Law ANSWER: a POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 63. Frito-Lay recently reduced the contents of family-sized bag ofDoritos from 47 ounces to 44 ounces. While the change in package contents is listed on the bag, the company hopes that most consumers won't notice the change because of what concept? a. Limited problem solving b. Perceptual closure c. Salience effects d. Just noticeable difference e. Weber's Law ANSWER: d POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Product CB&C Model Promotion Bloom's: Comprehension 64. The ability to sense a change in a sensory stimulus level depends on the original magnitude of the stimulus and the greater or stronger the initial sensory stimulus, the greater amount of change is required for it to be noticed. This effect is known as: a. a compromise effect b. an adaptation effect c. a vividness effect d. a Weber's Law effect e. a sleeper effect ANSWER: POINTS: DIFFICULTY: d 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 65. Which of the following is not a condition that increases adaptation? a. Simplicity b. Low repetition c. High salience d. Low intensity e. All of the above increase adaptation. ANSWER: POINTS: DIFFICULTY: b 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 66. When Terri entered her apartment after class one day, she detected a slight smell of onions and garlic on the air. Her roommate must be cooking something special. After a few minutes in the apartment, Terri could no longer small the aroma. Terri is experiencing: a. a compromise effect b. an adaptation effect c. a vividness effect d. a Weber's Law effect e. a sleeper effect ANSWER: b POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 67. 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? a. Sight b. Touch c. Sound d. Taste e. Smell ANSWER: e POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Product CB&C Model Promotion Bloom's: Comprehension 68. According to your readings, are processed at a subconscious level. a. supraliminal stimuli b. priming stimuli c. subliminal stimuli d. semi-subliminal stimuli e. adaptation stimuli ANSWER: c POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 69. Which of the following about subliminal perception and advertising is true? a. Subliminal perception is the unconscious awareness of a stimuli. b. Many people believe that subliminal advertising is commonly used and works. c. Some research has shown that subliminal stimuli can influence attitudes and behaviors. d. The majority of marketers do not intentionally use subliminal messaging. e. All of the above are true. ANSWER: POINTS: DIFFICULTY: e 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 70. In terms of perception, people are able to actively consider approximately five to nine units of information at one time. This concept is referred to as what? a. Miller's Rule b. Rationalization c. Adaptation d. Concreteness e. None of the above are correct. ANSWER: a POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 71. 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. ANSWER: b POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 72. The relationship between arousal and a person's ability to pay attention is: a. linear and positive b. linear and negative c. aU-shaped curve d. an inverted U-shaped curve e. None of the above is correct. ANSWER: POINTS: DIFFICULTY: d 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 73. What level of physical arousal is best for attention intensity or a person's ability to attend to information? a. Low b. Moderate c. High d. Very High e. Arousal has little to do with the ability to pay attention. ANSWER: POINTS: DIFFICULTY: b 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 74. 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? a. Larry b. Sherry c. Chris d. They all should be able to attend to the information equally. e. We cannot possibly answer the question with the information provided. ANSWER: c POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 75. draw attention involuntarily but are context independent. a. Concrete stimuli b. Proximal stimuli c. Moderate stimuli d. Salient stimuli e. Vivid stimuli ANSWER: e POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 76. Fill in the blanks: stimuli grab the attention of some of the people all of the time, whereas, stimuli capture the attention of all of the people some of the time. a. salient; vivid b. novel; salient c. vivid; concrete d. vivid; salient e. novel; concrete ANSWER: d POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Comprehension 77. 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. figure-ground principle b. vividness effect c. novelty principle d. adaptation effect e. subliminal perception ANSWER: a POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 78. Which of the following variables influence the vividness of a product claim? a. Complexity b. Intensity c. Novelty d. Salience e. Concreteness ANSWER: POINTS: DIFFICULTY: e 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 79. Which of the following variables influences the salience of a product claim? a. Novelty b. Sensory proximity c. Spatial proximity d. Temporal proximity e. Concreteness ANSWER: POINTS: DIFFICULTY: a 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 80. is the tendency for a person to perceive an incomplete picture as complete, consciously or subconsciously. a. Grouping b. Sensory proximity c. Subliminal priming d. Closure e. Concreteness ANSWER: d POINTS: 2 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 81. Kleenex Tissues has started putting tissue samples on the outside of airsickness bags on airplanes. This stimulus is: a. salient because it is novel b. vivid because it is novel c. salient because it is intense d. vivid because it is intense e. salient because it is proximal ANSWER: a POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Comprehension 82. Cinnabon, a regional bakery usually found in shopping malls, pipes the smell of fresh cinnamon buns out into the mall and offers passersby free samples. This stimulus is: a. vivid because it is complex b. vivid because it is concrete c. salient because it is complex d. salient because it uses closure e. vivid because it uses emotional interest ANSWER: b POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Comprehension 83. Information that is perceived by a consumer firsthand versus secondhand, such as test-driving a car versus having a salesperson explain how a car handles, is more vivid. This concept is called: a. temporal proximity b. complexity c. novelty d. sensory proximity e. intensity ANSWER: POINTS: DIFFICULTY: d 2 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 84. Which of the following about perception is true? a. The lowest level at which an individual can experience sensation is called perceptual absolutism. b. The average U.S. consumer is exposed to about 300 advertising messages per day. c. The perceptual concept of "figure and ground" is based on the idea that the foreground of an image is clear because it contrasts with the vague background. d. "Perceptual Selection" is the first step in the perceptual process. e. Subliminal messaging is illegal in the United States. ANSWER: c POINTS: 2 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Comprehension 85. Define perception. ANSWER: POINTS: Perception is a process of receiving, selecting, and interpreting environmental stimuli involving the five senses. Perception is the mechanism through which we define the world and create meaning from our environment. 10 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.01- 04.01 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Communication Abilities AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 86. Define the steps of the perceptual process. ANSWER: POINTS: DIFFICULTY: Sensory exposure occurs when a stimulus is detected by the physical senses. Upon this exposure, the person has a physical and immediate response to a stimulus in the form of sensation. The person then discriminates among stimuli and selecting only those that will receive further processing. This step represents the act of attention. Attention is focusing on one or more environmental stimuli while potentially ignoring others. The last step in the perceptual process involves providing meaning to the sensory data that gets processed. Comprehension is the ability to interpret and assign meaning to the new information by relating it to knowledge already stored in memory. 10 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Communication Abilities AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 87. Why can't consumers attend to all the information in the environment to which they are exposed? ANSWER: POINTS: People can't attend to all the information in the environment because of the vast amount of perceptual information available, coupled with the fact that we have limited cognitive capacity or ability to attend to and think about information. 10 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.02- 04.02 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Communication Abilities AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 88. What is the difference between the absolute threshold and the just noticeable difference? ANSWER: POINTS: DIFFICULTY: The bare minimum level or amount of stimulus needed for an individual to experience a sensation is the absolute threshold. It is the lowest point at which a person can detect something on a given sensory receptor. Alternatively, the just noticeable difference (j.n.d.), also called the differential threshold, is the amount of incremental change required for a person to detect a difference between two similar stimuli. 10 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Communication Abilities AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 89. A retailer who sells computers wants to run a sale on Brand X Computer and BrandY Computer. Brand X usually retails for $1400.00 and BrandY retails for $2,400. Based on Weber's Law and the rule of thumb in retail pricing discussed in your reading, what price should the retailer use for the sale price on the computers? ANSWER: POINTS: The rule of thumb in retail pricing is .20. Thus, for Brand X, the sale price should be at or below $1,188 for the consumer to notice the price change. For BrandY, the sale price should be at or below $1,920 for the consumer to notice the price change. 10 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Communication Abilities AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Pricing CB&C Model Promotion Bloom's: Comprehension 90. Discuss the conditions that increase adaptation. ANSWER: POINTS: The following conditions often increase adaptation: High Repetition: When a stimuli is repeated, this leads to adaptation. For example, when an advertisement is overexposed, it loses the ability to attract attention and interest; this is also known as advertising wear-out. Simplicity: Simple stimuli tend to encourage adaptation because they don't require much cognitive capacity to process. A billboard with no words is easy to comprehend but may quickly become part of the scenery. Low Intensity: Soft sounds, faint smells, dull colors all produce quick adaptation because they require little input from human sensory systems. 10 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.03- 04.03 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Communication Abilities AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Comprehension 91. How are attention intensity (i.e., the ability to pay attention) and physical arousal related? ANSWER: POINTS: DIFFICULTY: An inverted-U-shaped relationship exists. Low levels of arousal lead to low levels of attention intensity as do high levels of arousal. However, moderate levels of arousal lead to high levels of attention intensity. 10 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.04- 04.04 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Communication Abilities AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 92. Defme "salient stimuli." ANSWER: POINTS: Salient stimuli are those perceptual stimuli that draw attention involuntarily but are context dependent, thus, what is salient in one situation may not be salient in another situation. Within advertising, novel, complex, and intense imagery are often salient. 10 DIFFICULTY: Easy LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Communication Abilities AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 93. What makes vivid stimuli "vivid?" ANSWER: POINTS: DIFFICULTY: Vivid stimuli are emotionally interesting, concrete and imagery provoking, and proximate in a sensory, temporal, or spatial way. 10 Moderate LEARNING OBJECTIVES: COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Communication Abilities AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Knowledge 94. A few years ago, researchers ran an experiment looking at the influence of food sampling in stores on consumer behavior. The main independent variable was whether or not the test participant received a free in-store food sample (half of the participants received a free in-store sample of a small donut and half of the participants were given nothing). The main dependent variable was how much overall food the person purchased in the store. Given what you know about perception and sensory marketing, what would you predict the main effect in this experiment to be? (In other words, what impact, if any, should an in-store food sample (vs. no food sample) have on overall food purchases? Justify your answer. ANSWER: POINTS: All thing being equal, the main effect would most likely be to increase sales because donuts would be salient from the packaged stimuli in the store as well as vivid because they would be concrete; arousal would also probably increase. 10 DIFFICULTY: Challenging LEARNING OBJECTIVES: COBE.KARD.l5.04.04- 04.04 COBE.KARD.l5.04.05- 04.05 NATIONAL STANDARDS: United States- BUSPROG: Analytic:- BUSPROG: Analytic STATE STANDARDS: TOPICS: KEYWORDS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Business Knowledge and Analytic Skills AACSB Communication Abilities AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Promotion Bloom's: Comprehension