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Exam 6: Consumer Perception and Attention

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Question 21

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Define the steps of the perceptual process.

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Sensory exposure occurs when a stimulus ...

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Question 22

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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

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Question 23

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According to your readings on color, blue is associated with optimism, happiness, light, and cleanliness.

The perceptual process has the following steps: Sensory Exposure; Attention; Adaptation; Comprehension.

Define "salient stimuli."

What is vivid to one person is vivid for everyone.

Which of the following variables influence the vividness of a product claim?

Simple stimuli tend to encourage adaptation because they don't require much cognitive capacity to process.

_____ is the tendency for a person to perceive an incomplete picture as complete, consciously or subconsciously.

Vivid stimuli are emotionally interesting, concrete and imagery provoking, or proximate.

Adaptation is the assumption that everyone perceives the world as I do.

According to your readings on color, which color is most associated with appetite and sexual arousal?

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

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:

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

The intensity of a stimulus, such as loudness, brightness, or length, affects vividness, and in turn, induces attention.

Salient and vivid stimuli both draw attention involuntarily.

A person's ability to pay attention is high when arousal is extreme.

Which of the following about sensory thresholds is false?

Important ways for marketers to create salience are through novelty, intensity, and complexity.