Consumer Behavior, 11e (Schiffman/Kanuk)

Chapter 4 Consumer Perception

1) Individuals act and react on the basis of ________, not on the basis of ________.
A) objective reality; their previous experiences
B) their previous experiences; their perceptions
C) their perceptions; objective reality
D) their perceptions; their previous experiences
E) their previous experiences; peer pressure
2) Your interpretation of visual and sensory input about polo shirts may be different
from your classmate's because perception is ________.
A) objective
B) subjective
C) irrelevant
D) noise
E) based on personality traits
3) ________ can simply be described as "How we see the world around us."
A) Knowledge
B) Perception
C) Motivation
D) Attitude
E) Understanding
4) Products, packages, brand names, advertisements, and commercials are examples of
________.
A) sensations
B) receptors
C) realities
D) stimuli
E) intensities
5) The point at which a person can detect a difference between "something" and
"nothing" is that person's ________ for that stimulus.
A) adaptation level
B) absolute threshold
C) just noticeable difference
D) differential threshold
E) sensory adaptation
6) John drives by the same billboard every day on his way to work. He has seen the
billboard so many times, that he no longer notices it. This is an example of ________.
A) sensory adaptation
B) just noticeable difference
C) differential threshold
D) perceptual blocking
E) absolute threshold
7) Brand names stamped on eggs in supermarkets, featured on video screens in taxis,
placed on subway tunnels in between stations, and featured on doctor's examination
tables are examples of ________.
A) sensory adaptation
B) objective reality
C) viral advertising
D) ambush marketing
E) experiential marketing
8) Which of the following is true of JND?
A) Decreasing prices below consumers' JND is likely to cause a significant rise in sales.
B) Making product improvements that far exceed consumers' JND is likely to maximize
company revenues.
C) There is no JND for decreased product volume sold in existing packaging.
D) Making drastic changes to a company's logo to an extent well beyond consumers' JND
allows companies to update their image without losing their ready recognition.
E) Increasing prices below consumers' JND is likely to go unnoticed by consumers.
9) A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply
embedded or a very briefly flashed image, but may still be perceived by one or more
sensory receptor cells. This is called ________.
A) subliminal perception
B) sequential transition
C) supraliminal perception
D) sensory adaptation
E) perceptual blocking
10) ________ is a concept related to perception. People actively seek out messages that
they find pleasant and actively avoid painful or threatening ones.
A) Selective attention
B) Selective exposure
C) Perceptual defense
D) Perceptual blocking
E) Perceptual organization
11) Listening to the radio on the way home from work, Paul is particularly aware of an
ad for McDonald's because he is getting hungry. This is an example of ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual blocking
E) perceptual organization
12) Consumers subconsciously screen out stimuli that they find psychologically
threatening, even though exposure has already taken place. This is consistent with the
perception factor of ________.
A) selective attention
B) selective exposure
C) perceptual defense
D) perceptual differentiation
E) perceptual organization
13) In product placement scenarios, marketers place an advertised product into a TV
show or film by having it used by the cast, integrated into the plot, or associated with a
character. In product placements, the product is considered the ________ and the show
is the ________.
A) entertainment; brand
B) figure; ground
C) ground; perceptual organization
D) perceptual block; perceptual organization
E) ground; figure
14) When an ad for Benetton featured the hands of two men — one black and one white
— handcuffed together to promote racial harmony, people perceived that a white man
was arresting a black man. This is an example of ________.
A) the halo effect
B) a consumer stereotype
C) the persistence of first impressions
D) effective product positioning
E) perceptual blocking
15) In 2009, the Axe brand launched a line of hair care products to complement its
existing assortment of body washes and deodorants, hoping to leverage the Axe brand
equity to expand into a new category of men's personal care products. This is an
example of a manufacturer taking advantage of ________.
A) physical appearances
B) perceptual blocking
C) the halo effect
D) the persistence of first impressions
E) perceptual defense
16) Barry has avoided purchasing a new laptop because prices keep falling and he is
worried that, if he buys a laptop today, the same laptop will be cheaper in six months.
Barry perceives ________ associated with the purchase of a new laptop.
A) financial risk
B) social risk
C) psychological risk
D) functional risk
E) time risk
17) Alice needs a new cell phone, but is anxious about which phone she should buy.
Many of her friends own popular phone models but complain about lost calls, short
battery life, and poor predictive text functionality. While she has identified several
attractive phone models, she doesn't feel like she can really try the phones out in such
an artificial setting and is nervous that she might pick a phone that doesn't work as well
as she had hoped. Alice perceives ________ associated with the purchase of a new
phone.
A) financial risk
B) social risk
C) psychological risk
D) functional risk
E) time risk
18) If a consumer is concerned he will be embarrassed when his friends see him with a
particular product, he is perceiving ________ risk.
A) financial
B) psychological
C) time
D) physical
E) functional
19) Consumers are more likely to view price as an indicator of quality if ________.
A) they have little information to go on
B) they are confident in their ability to make the product or service choice
C) they are experts
D) they are familiar with the store where the product is purchased
E) they are familiar with the product or service
20) What are the types of perceived risk consumers have to deal with? Give an example
of a product that you have bought recently and describe risk(s) that you had to deal
with when buying that product and explain what you have done to reduce those risk(s)