中山大学吴柏林教授 “广告心理学”绝密资料_schiffman06_tif

Chapter 6: Consumer Perception Multiple Choice Questions: 1.Miller Lite was introduced with the slogan “everything you want in a beer…and less.” This slogan was a success because: a.it contained less beer per serving. b.it told people they would gain less weight. c.it told people they could drink more beer without feeling full. d.it cost less than regular beer. (c; Difficulty 2, p. 157) 2.The reason Miller Lite’s “less filling” slogan was a success over Gablinger beer’s “low-calorie” slogan is because: a.Miller offe red consumers a product benefit while Gablinger’s offered a product attribute. b.Miller offered consumer a product attribute while Gablinger’s offered a product benefit. c.they were positioned in the same way. d.beer drinkers wanted more calories in their beer. (a; Difficulty 3, p. 157) 3.For each individual, reality is a totally personal phenomenon, based on all of the following except that person’s: a.needs. b.wants. c.personal experience. d.perception of other people’s experienc e. (d; Difficulty 1, p. 158) 4._____ is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. a.Knowledge b.Perception c.Motivation d.Attitude (b; Difficulty 2, p. 158) 5._____ can simply be described as “how we see the world around us.” a.Knowledge b.Perception c.Motivation d.Attitude (b; Difficulty 2, p. 158) 96 6._____ is(are) the immediate and direct response of the sensory organs to stimuli. a.Sensory receptors b.Sensation c.Sensory input d.Sensory adaptation (b; Difficulty 2, p. 159) 7.As sensory input decreases, our ability to detect changes in input or intensity _____. a.increases b.decreases c.is not affected d.may increase or decrease (a; Difficulty 2, p. 159) 8.The lowest level at which an individual can experience a sensation is called the _____. a.absolute threshold b.differential threshold c.just noticeable difference d.adaptation level (a; Difficulty 2, p. 159) 9.The point at which a person can detect the difference between something and nothing is called the _____. a.absolute threshold b.differential threshold c.just noticeable difference d.adaptation level (a; Difficulty 2, p. 159) 10.Two people driving together may spot a billboard at different times. This means they have different _____. a.absolute thresholds b.differential thresholds c.just noticeable differences d.adaptation levels (a; Difficulty 2, p. 159) 11.Sensory adaptation is of concern to national advertisers, who try to continuously change their advertising campaigns. They are concerned that consumers will: a.get bored of their ads. b.get used to their ads. c.not understand their ads as intende d. d.develop negative reactions to their ads. (b; Difficulty 2, p. 159) 12.Some TV ads decrease sensory input by using silence in their ads to generate attention. This is a form of advertising used in order to overcome _____. a.sensation b.boredom c.sensory adaptation d.the just noticeable difference (c; Difficulty 2, p. 160) 13.The minimal difference that can be detected between two similar stimuli is called the _____. a.differential threshold b.just noticeable difference c.absolute threshold d.both b and c (d; Difficulty 2, p. 160) 14.According to _____, the stronger the initial stimulus, the greater the additional intensity needed for a second stimulus to be perceived as different. a.Karen Horney b.Earnest Dichter c.Earnst Weber d.Abraham Maslow (c; Difficulty 3, p. 160) 15.A 25-cent increase in gasoline prices would be much noticed, but a 25-cent increase in the price of a VCR would not. This is in accordance with _____. a.Horney’s CAD theory b.Weber’s law c.Maslow’s Hierarchy of needs d.Perceptual selection (b; Difficulty 2, p. 160) 16.It is imperative that marketers determine the just noticeable difference so that negative changes are not readily discernible to the public, and: a.so that product improvements are very apparent to consumers without being wastefully extravagant. b.so that product improvements are not very apparent to customers – just below the j.n.d. c.so that price increases are very apparent to customers – just above the differential threshold. d.both a and c (a; Difficulty 3, p. 162) 17.Many companies hesitate to increase prices on their routinely purchased consumer goods. Instead they: a.accept the lower margins and sometimes absorb the loss. b.decrease the quantity of the product just below the consumers’ j.n.d. c.decrease the quality of the product. d.all of the above (b; Difficulty 2, p. 162) 18.Stimuli that are too weak or too brief to be consciously heard or seen may be strong enough to be perceived by one or more receptor cells. This process is called _____. a.sequential transition b.subliminal perception c.sensation d.sensory adaptation (b; Difficulty 2, p. 163) 19.In the late 1950s Coca-Cola used _____ to try to persuade moviegoers to buy more popcorn and drink more Coke by displaying hidden messages that were not noticeable to the aware conscious. a.subliminal advertising b.superluminal perception c.deceptive promotion d.perceptual distortion (a; Difficulty 2, p. 166, table 6-1) 20.Subliminal messaging: a.has proven to be effective in selling more products. b.has proven to influence attitudes and feelings. c.may provide new opportunities for modifying antisocial behavior through public awareness campaigns. d.all of the above (c; Difficulty 3, p. 165) 21.“Individuals see what they want to see” sums up the whole notion of _____. a.motivation b.perception c.subliminal messaging d.attitude (b; Difficulty 3, p. 166) 22.According to the principles of sensation: a.individuals are aware and absorb all stimuli that they are exposed to. b.most individuals subconsciously block the receipt of most stimuli. c.the constant exposure to stimuli keeps us in a semi-disoriented state. d.both a and c (b; Difficulty 3, p. 168) 23.Our picture of the world is a product of physical stimuli from the outside environment, and input provided by the individuals themselves in the form of certain predispositions. Which of the following is not one of the predispositions? a.expectations b.learning c.motives d.sensory receptors (d; Difficulty 2, p. 168) 24.All the following are the three aspects of perception, except: a.perceptual selection. b.perceptual organization. c.perceptual mapping. d.perceptual interpretation. (c; Difficulty 2, p. 168) 25.In the context of consumer perception and advertising, in general, _____ is one of the most attention-compelling attributes of a stimulus. a.content b.contrast c.context d.drama (b; Difficulty 3, p. 169) 26.It is important for marketers to design their packages to ensure rapid customer perception because the average package on a supermarket shelf has about _____ to make an impression. a.1/10 of a second b. 2 seconds c.10 seconds d. 1 minute (a; Difficulty 3, p. 169) 27.Advertorials and infomercials are attempts from marketers to: a.make the reader/viewer think it is part of the editorial/programming. b.deceive consumers by offering products of low quality nature. c.appeal to the lower class. d.all of the above (a; Difficulty 3, p. 169) 28.Stimuli that conflict sharply with expectations often receive more attention than those that conform to expectations. Marketers have been accused of using sexuality in advertising. Which of the following statements is most correct? a.In ads where sexual content was relevant to the brand, the brands were remembered the least. b.In ads where sexual content was irrelevant to the brand, the brands were remembered the most. c.In ads where sexual content was irrelevant to the brand, the ad was remembered but the brand w asn’t. d.Wherever sexuality was used, the brands were remembered. (c; Difficulty 3, p. 170) 29._____ 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 (b; Difficulty 1, p. 172) 30.People selectively expose themselves to: a.ads that they find pleasant. b.ads that they are sympathetic with. c.ads that reassure them of the wisdom of their purchase decision. d.all of the above (d; Difficulty 1, p. 172) 31._____ is when consumers have a heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs. a.Selective attention b.Selective exposure c.Perceptual defense d.Perceptual blocking (a; Difficulty 1, p. 172) 32.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 blocking (c; Difficulty 1, p. 172) 33.Canada requires tobacco firms to feature graphic health warnings on cigarette packs. In a perception context, this is to try to combat ____ where people no longer pay attention to the warning labels on packets. a.selective attention b.selective exposure c.perceptual defense d.perceptual blocking (c; Difficulty 1, p. 172) 34.Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness. This is known as _____. a.selective attention b.selective exposure c.perceptual defense d.perceptual blocking (d; Difficulty 1, p. 172) 35.TIVO and VCRs are technologies that consumers have gladly adopted as a way to avoid being bombarded with messages. This protecting oneself from stimuli is knows as _____. a.selective attention b.selective exposure c.perceptual defense d.perceptual blocking (d; Difficulty 1, p. 172) 36.To simplify life, people have a natural tendency to select stimuli from the environment and organize them into groups and perceive them as a unified whole. In a perception context, this is known as _____. a.perceptual defense b.perceptual blocking c.perceptual mapping d.perceptual organization (d; Difficulty 2, p. 172) 37.Stimuli that contrast with their environment are more likely to be noticed. In accordance with this, people have a tendency to organize their perceptions into _____. a.groups b.figure and ground c. a series of events d.stereotypes (b; Difficulty 2, p. 173) 38.The way people remember telephone and social security numbers is consistent with the fact that people tend to form a better picture of the world using _____. a.grouping b.figure and ground c. a series of events d.stereotypes (a; Difficulty 2, p. 173) 39.People have a need for _____. If the stimuli they are exposed to is incomplete, they perceive it as complete by filling in the missing pieces. a.stereotyping b.grouping c.closure d.exaggeration (c; Difficulty 2, p. 174) 40.Marketers successfully use soundtracks of a frequently viewed commercial on radio. They yield similar results from audiences that are familiar with the commercial as would TV viewing because of people’s natural need for _____. a.stereotyping b.grouping c.closure d.exaggeration (c; Difficulty 3, p. 175) 41.When stimuli are highly ambiguous, an individual will usually: a.ignore them. b.block them out. c.interpret them according to one’s own needs, wishes and interests. d.interpret them according to what is socially acceptabl e. (c; Difficulty 3, p. 176) 42.Some factors distort our perceptions of the world around us. One such factor, _____, serves as expectations of what specific situations, people, or events will be like, when exposed to a certain combination of stimuli. a.stereotyping b.jumping to conclusions c.the halo effect d.first impressions (a; Difficulty 3, p. 177) 43.Marketers are sure to perfect products before introducing them because: a.first impressions are hard to change. b.stereotypes about the company will be confirmed. c.it is hard to position a defective product. d.all of the above (a; Difficulty 3, p. 177) 44.Copywriters are careful to give their most persuasive arguments first, because: a.people’s memories are short. b.people’s attention span is short. c.people jump to conclusions before examining all the relevant evidence. d.both a and c (c; Difficulty 3, p. 177) 45.Many times a new product is a success because it is an extension of a successful and trusted brand. This is because people: a.create first impressions. b.tend to stereotype. c.are affected by the halo effect. d.jump to conclusions. (c; Difficulty 3, p. 177) 46.The essence of successful marketing is the image that a product has in the mind of the consumer, that is, its _____. a.quality b.value c.positioning d.features (c; Difficulty 2, p. 179) 47.Positioning strategy is the essence of the marketing mix; it compliments the company’s definition of the company’s: a.competition. b.segmentation strategy. c.selection of target markets. d.all of the above (d; Difficulty 3, p. 179) 48.Avis uses a clear comparative strategy by stating, “We are number 2, we try harder.” This is an example of: a.positioning. b.stereotyping. c.how it uses sympathy to attract customers. d.deception. (a; Difficulty 3, p. 180) 49.When a company like Wendy’s uses the slogan “Where’s the beef?” to differentiate itself in a large fast food market, and Apple computers uses “Be di fferent,” they are using a/an _____ strategy. a.umbrella positioning b.positioning against competition c.positioning based on a specific benefit d.repositioning (b; Difficulty 3, p. 181) 50.Gillette’s “For oily hair only” shampoo was a product failure because: a.most people do not have oily hair. b.most people were turned off by the slogan. c.most people do not acknowledge that they have oily hair. d.many customers have negative feelings toward Gillette company. (c; Difficulty 3, p. 181) 51.One company may realize there are several market opportunities for one product. A company like Anheuser-Busch introduced three brands of beer, and positioned them according to different criteria. Which positioning strategy would that fall under? a.umbrella positioning b.filling several positions c.positioning based on a specific benefit d.repositioning (b; Difficulty 3, p. 182) 52.Which of the following is not a reason to reposition a product? a.to justify higher prices b.changing consumer preference c.to play-up attributes that have been previously ignored d. a change in top management (d; Difficulty 2, p. 183) 53.When Kentucky Fried Chicken changed its name to KFC, it was to omit the dreaded word fried from its advertising. KFC had to go through a/an _____ process to justify the name change. a.umbrella positioning b.repositioning c.reorganization d.financial audit (b; Difficulty 2, p. 183) 54.The technique of _____ helps marketers to determine how their products and services appear to consumers in relation to competitive brands on one or more relevant characteristics. a.umbrella branding b.repositioning c.perceptual mapping d.perceptual organization (c; Difficulty 2, p. 183) 55.It is difficult for service companies to position their products without tangibles, so they must work on other factors to attract customers. Which of the following is not an important environmental variable important to bank customers? a.privacy b.aesthetics c.physical appearance of the people in the bank, both customers and personnel d.all of the above are important to bank customers (d; Difficulty 2, p. 186) 56.The service industry faces a challenge of pricing intangible products. Three strategies based on customer perception of the value provided help service companies to price their products. Which of the following is not one of the strategies? a.satisfaction-based pricing b.relationship pricing c.reference pricing d.efficiency pricing (c; Difficulty 3, p. 186, table 6-2) 57.A _____ is any price that a consumer uses as a basis for comparison in judging another price. a.tensile b.objective c.reference d.discount (c; Difficulty 1, p. 187) 58.“Save 10 to 40%” and “save up to 60%” are examples of: a.tensile price claims. b.objective price claims. c.reference price claims. d.plausible low prices. (a; Difficulty 2, p. 187) 59.There are three forms of tensile price claims, which of the following is not one of them? a.save 10% or more b.save up to 50% c.save 10 to 50% d.save 25% (d; Difficulty 2, p. 187) 60.Cues that are _____ concern physical characteristics of the product, such as size, color, flavor, or aroma, which are sometimes used to judge product quality. a.extrinsic b.intrinsic c.positive d.negative (b; Difficulty 2, p. 188) 61.Consumer Reports found that consumers often cannot differentiate among various cola beverages and that they base their preferences on _____ cues such as packaging, pricing, advertising and peer pressure. a.extrinsic b.intrinsic c.positive d.negative (a; Difficulty 2, p. 188) 62.Some distinctive characteristics of services make it harder on consumers to judge quality. Which of the following is not a characteristic of services? a.variable b.perishable c.tangible d.simultaneously produced and consumed (c; Difficulty 1, p. 189) 63.If you go to the same restaurant every day, but are waited on by different servers, the quality of your meal may fluctuate. This is because of the service characteristic of _____. a.variability b.perishability c.intangibility d.being simultaneously produced and consumed (a; Difficulty 1, p. 189) 64.The SERVQUAL scale was designed to measure the gap between customers’ expectations of service and their perceptions of the actual service delivered, based on all the following dimensions except: a.reliability. b.assurance. c.empathy. d.valu e. (d; Difficulty 3, p. 190) 65.Studies have shown that consumers that use a price/quality relationship are actually relying on a well-known brand name as an indicator of quality. Also, these consumers use price and brand to evaluate the prestige of the product but do not generally use these cues to evaluate product _____. a.price b.value c.performance d.features (c; Difficulty 3, p. 194) 66.A study of retail store image based on competitive pricing strategies found that consumers tend to perceive stores that offer a small discount on a large number of items as having _____ prices over all in comparison to stores that offer larger discounts on a smaller number of products. a.higher b.lower c.extremely higher d.the same (b; Difficulty 3, p. 194) 67.Which of the following is an important consumer perception factor that affects customer decisions? a.quality b.price/quality relationship c.store image d.all of the above are consumer perception factors that affect decisions (d; Difficulty 2, p. 188-195) 68._____ is the uncertainty that consumers face when they cannot foresee the consequences of their purchase decision. a.Post-purchase dissonance b.Cognitive dissonance c.Perceived risk d.none of the above (c; Difficulty 3, p. 196) 69.How do consumers handle risk? a.They seek information. b.They select by brand image. c.They buy the most expensive model. d.all of the above (d; Difficulty 1, p. 198) 70.Some consumers will buy the most expensive model of a new product. This happens most of the time because: a.they are concerned with image. b.they have little information, and this would reduce the risk. c.most consumers have lots of money. d.the lower priced models are always sold out. (b; Difficulty 1, p. 198) True/False Questions: 71.Consumers act on the basis of perception, not on the basis of objective reality. (True; Difficulty 2, p. 158) 72.Marketers are much more interested in what consumers objectively know about their products than what they perceive. (False; Difficulty 2, p. 158) 73.Attitude c an be simply described as “how we see the world around us.”(False; Difficulty 1, p. 158) 74.Eyes, ears, nose, mouth and skin are humans’ sensory inputs. (False; Difficulty 1, p. 159) 75.Another term for the absolute threshold is the just noticeable difference. (False; Difficulty 2, p. 160) 76.There is strong evidence that subliminal advertising persuades people to buy goods and services. (False; Difficulty 2, p. 164) 77.There is evidence that subliminal stimuli may influence affective reactions but not consumption actions. (True; Difficulty 2, p. 165) 78.Research findings indicate than sexually oriented embeds in advertising do not influence consumer preferences. (True; Difficulty 3, p. 166, table 6-1) 79.The statement “what you see is what you get” sums up the whole n otion of perception. (True; Difficulty 3, p. 166) 80.Raw sensory input by itself can explain the coherent picture of the world that most adults possess. (False; Difficulty 2, p. 168) 81.Because of perceptions, no two people see the world in the same way. (True; Difficulty 1, p. 168) 82.Stimuli that conflict sharply with expectations often receive more attention than those that conform to expectations. (True; Difficulty 3, p. 170) 83.In ads where sexual content was irrelevant to the brand, the ad was remembered but the brand wasn’t. (True; Difficulty 2, p. 170) 84.Incomplete messages from advertisers are better remembered than completed ones. (True; Difficulty 3, p. 174) 85.Studies have found that attractive models have equal influence on consumer attitudes and behavior as do moderate looking models. (False; Difficulty 2, p. 176) 86.Sometimes marketers are forced to reposition their product, without actually changing the product, in order to satisfy changing consumer preferences. (True; Difficulty 3, p. 183) 87.It is more difficult to position and promote services than it is to position and promote products. (True; Difficulty 3, p. 183) 88.When consumers compare their higher prices with other customer segments that paid lower prices for the same product or service, such as senior citizens, they perceive this price differentiation as unfair. (True; Difficulty 3, p. 186) 89.“Save 10 to 40%” is a tensile price claim. (True; Difficulty 2, p. 187) 90.Generally, ads that state a maximum discount level (save up to 40%) are less effective than ads stating the minimum discount level (save 10% or more). (False; Difficulty 3, p. 187) 91.It is more difficult for consumers to evaluate the quality of services than the quality of products. (True; Difficulty 2, p. 189) 92.Perceptions of high service quality and high customer satisfaction lead to higher levels of purchase intentions and repeat buying. (True; Difficulty 1, p. 190) 93.Reliability, assurance, tangibility, and price are some of the dimensions used by marketers to measure service quality. (False; Difficulty 3, p. 192, table 6-3) 94.Consumers use price and brand to evaluate the prestige of the product but do not generally use these cues when they evaluate the product’s performance. (True; Difficulty 3, p. 194) 95.A study of retail store image based on comparative pricing strategies found that consumers tend to perceive stores that offer a small discount on a large number of items as having lower prices overall than competing stores that offer larger discounts on a smaller number of products. (True; Difficulty 3, p. 194) 96.Consumers generally have favorable perceptions of pioneer brands, until follower brands become available. (False; Difficulty 3, p. 196) 97.Psychological risk is the risk that a poor product choice may result in social embarrassment. (False; Difficulty 2, p. 197, table 6-5) 98.Some consumers handle risk by staying brand loyal. (True; Difficulty 1, p. 198) 99.Some consumers handle risk by switching brands. (False; Difficulty 1, p. 198) 100.Some methods used by marketers to attract low risk consumers is to offer money back guarantees and allow prepurchase trial of the product. (True; Difficulty 1, p. 198) Essay Questions: 101.One important concept of perception is the differential threshold. Talk about Weber’s law while citing an ex ample. Another term used for the differential threshold is the just noticeable difference. Earnst Weber discovered that the j.n.d. between two stimuli was not an absolute amount, but an amount relative to the intensity of the first stimulus. Weber’s law states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. For example, if the price of a large container of orange juice is $5.50, most consumers will probably not notice an increase of 25 cents, however, a similar 25 cent increase in the price of gasoline would be noticed very quickly by consumers because it is a significant percentage of the initial base cost of gasoline. (Difficulty 3, p. 160) 102.How do marketers take advantage of the j.n.d.? Marketers need to determine the j.n.d. for their products for two reasons: (1) so that negative changes like reductions in product size are not readily discernable to the public, and (2) so that product improvements such as larger size are very apparent to consumers without being wastefully extravagant. (Difficulty 2, p. 162) 103.What is subliminal perception? How does it affect marketers? When people are stimulated below their level of conscious awareness because the stimuli are too weak or too brief to be consciously seen or heard, this is known as subliminal perception. Marketers have tried subliminal messaging in the past, but no real evidence shows that subliminal messaging can influence consumer decisions, even though in some instances it has. Some research shows that subliminal perception influences affective reactions, but not their activities or motives. (Difficulty 3, p. 163) 104.What is the difference between selective attention and perceptual defense? Selective attention is when consumers exercise a great deal of selectivity in terms of the attention they give to commercial stimuli. They have a heightened awareness of stimuli that meet their needs or interests and minimal awareness for stimuli irrelevant to their needs. Consumers are more likely to notice ads about products that are of interest to them and disregard those that are not. Perceptual defense is when consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. Furthermore, consumers sometimes unconsciously distort information that is not consistent with their needs, values and beliefs. (Difficulty 2, p. 172) 105.How important is it for marketers to make a good first impression? It is critical that marketers perfect a product before launching it because first impressions are very hard to change. Subsequent information about a product’s advantages, if the first impression was negative, will often be negated by the memory of the first impression. In forming impressions, the consumer perceiver does not know which stimuli are important, relevant or predictive or later behavior. (Difficulty 2, p. 177) 106.How do marketers try to make sure their customers don’t jump to the wrong conclusions? When using commercials regarding the product or service, marketers are careful to give their most persuasive argument first to try to instill certain positive beliefs about the product or service before consumers jump to the wrong conclusions. (Difficulty 3, p. 177) 107.What are tensile and objective price claims, and how do they affect consumers? Tensile price claims are used to promote a range of discounts for a product line or an entire department, or even an entire store. Examples of tensile price claims, “save 10 to 40%” or “save up to 60%.” Objective price claims, such as “save 30%,” provide a single discount level. Marketers know that ads that state a maximum discount level are more effective than ads stating the minimum discount level or ads that state a discount range. Also, within tensile pricing, broader discount ranges have more positive effects than narrow discount ranges. (Difficulty 3, p. 187) 108.SERVQUAL is a scale that is designed to measure the gap between customer expectations or services and their perception of the service actually delivered. What are the five dimensions used? 1.service reliability: providing service as promised at the promised time 2.responsiveness: promptness, wiliness to help customers 3.assurance: instilling confidence in customers 4.empathy: dealing with customers in caring fashion 5.tangibility: modern equipment, appealing facilities (Difficulty 3, p. 192, table 6-3) 109.What are the types of perceived risk consumers have to deal with? 1.functional risk: that the product will not perform as expected 2.physical risk: risk to oneself or others 3.financial risk: that the product will not be worth the cost 4.social risk: that the product choice may result in social embarrassment 5.psychological risk: the risk that a poor product choice will bruise the con sumer’s ego (Difficulty 3, p. 197, table 6-5) 110.There are many ways consumers handle risk. Talk about three methods. Consumers seek information about the products through word of mouth, salespeople, media, consumer reports, and other product information resources. The more information consumers have about their product, the more predictable the probable consequences, thus the lower the perceived risk. Consumers are brand loyal: consumers avoid risk by remaining brand loyal to a brand with which they are satisfied instead of trying new or untried brands. Consumers buy the most expensive model: when in doubt, consumers often feel that the most expensive model is probably the best in terms of quality, that is, they equate price with quality. (Difficulty 2, p. 198)