Quiz
Chapter 3
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Questions in this quiz (29)
1Researchers have found that sensations we experience when considering a product subtly influence how we think about that product. This is known as _____.
- Adesign and form
- Bcontext effects
- Cfunction
- Dpossession
- Ehedonic consumption
2Today, researchers are finding that people prefer additional experiences to additional possessions as their income rises. In this environment, __________ is function.
- Aform
- Bsound
- Ctaste
- Dvisual
- Ecolor
3Color combinations that come to be strongly associated with one corporation or brand are known as which of the following?
- ATrade dress
- BCustom colors
- CTrade color
- DColor forecasts
- ELimbic system
4Researchers believe our experience of touch is much like a primal language, learned before writing and speech. Some researchers have identified the important role the _______ (touch) sense plays in consumer behavior.
- Aschema
- Bsemiotic
- Ctextural
- Dhaptic
- Epositioning
5Some Japanese companies use _______, a philosophy that translates customers' feelings into design elements.
- AKansei engineering
- BDifferential threshold
- CGolden triangle
- DContext effects
- EClosure principle
6Engineers at Sony repeatedly observed people in focus groups automatically swiping the screen of its older, nontouch models. This observation led to the offering of _______ on its e-readers.
- Atouchscreens
- BGPS devices
- CKensei engineering
- Dtactile interface
- Eattention interface
7Which sensory cue takes place in the limbic system of the brain, allowing us to experience immediate emotion?
- AScent
- BSound
- CTouch
- DTaste
- EColor
8Researchers have found that consumers are more likely to recognize brand names that begin with a hard consonant. This is reflective of which of the following?
- ASound symbolism
- BAlliteration
- CAudio influence
- DSound watermarking
- ESound bites
9Encouraging shoppers to touch a product encourages them to imagine owning that product, and researchers have found that people value things more highly if they own them. This is known as ________.
- Athe endowment effect
- Bhaptic sense
- CKansei engineering
- Dnatural user interface
- Ethe touch factor
10This word denotes consumption based on multidisciplinary, fantasy, and emotional aspects of consumers' interactions with products.
- AFigure-ground principle
- BHedonic
- CContext effects
- DEndowment effect
- EDifferential threshold
11A candy bar producer has determined through research that a 4-ounce candy bar can be reduced by 0.385 ounces without consumers noticing the reduction. If the company exceeded the 0.385-ounce reduction, what would that change represent?
- AHyper reality
- BJust noticeable difference
- CGolden triangle
- DHedonic consumption
- EPerceptual defense
12When Erica has the television set at volume level 10, she has to turn it up only 2 notches to 12 to notice a difference. When she has the television set at volume level 20, she needs to turn it up to 24 to notice the difference. What law or theory explains this phenomenon?
- ASemiotics
- BWeber's Law
- CHyper reality
- DPsychophysics
- ESchema
13The three stages that make up the process of perception include _____________, attention, and interpretation.
- Athresholds
- Bexposure
- Caffect
- Dpsychophysics
- Estimulus
14Which of the following represents the minimum point at which the sensory system is able to detect changes between two or more stimuli?
- ASubliminal perception
- BAbsolute threshold
- CDifferential threshold
- DPsychophysics
- ESensory overload
15Marketers have a difficult time getting and keeping our attention because we are exposed to far more information than we can effectively process. This is called which of the following?
- AAttention Deficit Disorder
- BAttention analysis
- CSensory overload
- DMedia snacking
- EEyeball economy
16A new hotel manager has used her knowledge of consumer behavior to make changes in the experience the hotel provides. When guests arrive, they now hear low-volume classical music, see a plush lobby, and are served complimentary wine while waiting for reception service. Upon entering their room, the light aroma of rose petals greets them, and they are told of the high thread-count linen that will ensure comfortable sleeping. What marketing strategy is the new manager following?
- AExposure
- BMultilevel
- CDirect
- DSensory
- ESemiotic
17United Parcel Service is also known as Big Brown. DHL Express carriers are recognizable by their yellow uniforms and trucks. The U.S. Postal Service is associated with the colors red, white, and blue. Which term is associated with the strategy of associating companies with colors or color combinations?
- ALimbic dress
- BTrade dress
- CAugmented reality
- DSensory appeal
- EPerceptual appeal
18Which of the following terms refers to a stimulus below the level of the consumer's awareness?
- AConsumer manipulation
- BSubliminal persuasion
- CSubliminal perception
- DPsychophysics
- EBelow threshold
19A television commercial introduces an attractive new automobile. After we see the car in action, the final ten seconds show the vehicle prominently displayed along the waterfront, with a few boats barely visible in the background. According to the Gestalt figure-ground principle, what role does the car play in the final scene?
- AFigure
- BStar
- CPrinciple
- DGround
- EClosure
20Which Gestalt principle states that people tend to perceive an incomplete picture as complete?
- ACoding
- BAdaptation
- CLaddering
- DEncapsulation
- EClosure
21Which principle claims that people tend to "fill in the blanks" on an incomplete picture in order to perceive it as complete?
- ASemiotic
- BSimilarity
- CFigure-ground
- DClosure
- EGestalt
22Intensity, discrimination, exposure, and relevance are factors that lead to ________.
- Ainterpretation
- Bperceptual selection
- Cexposure
- Dadaptation
- EGestalt
23Identifying and evoking the correct ________ is crucial to many marketing decisions because this determines what criteria consumers will use to evaluate the product, package, or message.
- Asubliminal message
- Bsensory threshold
- Cschema
- Dperceptual vigilance
- Eperception
24Associations that marketers create between products or services and desired attributes often take on lives of their own as consumers begin to believe that the publicity (or build-up) is, in fact, real. Researchers call this condition _______.
- Afigure-ground principle
- Badaptation
- Chyper reality
- Dendowment effect
- EAutomated Attention Analysis
25Why has semiotics been considered by marketers to be the key link to consumer behavior?
- AConsumers require "hype" to be made real.
- BConsumers use products to express social identities.
- CConsumers are influenced by subliminal messaging.
- DConsumers seek hyper reality.
- EConsumers relate better to products without symbolism or icons.
26Which of the following is a fundamental strategy of product design, price, distribution, and communications, all of which are used to influence the consumer's view of the product relative to its competitors?
- AHyper reality
- BSemiotics
- CAttributes
- DProduct class
- EPositioning
27From a semiotic perspective, every marketing message has three basic components: an object, a symbol, and ________.
- Aa sensory image
- Ban interpretant
- Can index
- Da dominant stimulus
- Ea focus
28As it relates to consumer behavior, in a ________ environment, it's no longer possible to discern the true relationship between the symbol and reality.
- AFantasy
- BVirtual
- CHyperreal
- DCompetitive
- EFictional
29According to semiotician Charles Sanders Peirce, signs relate to objects in several ways. One example is the _______, which is a sign that resembles the product in some way, such as the galloping horse on the hood of the Ford Mustang.
- Aicon
- Bstimuli analysis
- Cmarketing meaning
- Dtransponders
- Econnectors
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- Economics Quiz on Chapter 3, created by Katja Patitz on 10/10/2018.
- Author
- Katja Patitz
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- Deutsch
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