中山大学吴柏林教授 广告心理学绝密资料schiffman06tif.docx

中山大学吴柏林教授 广告心理学绝密资料schiffman06tif.docx

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中山大学吴柏林教授广告心理学绝密资料schiffman06tif

Chapter6:

ConsumerPerception

MultipleChoiceQuestions:

1.MillerLitewasintroducedwiththeslogan“everythingyouwantinabeer…andless.”Thissloganwasasuccessbecause:

a.itcontainedlessbeerperserving.

b.ittoldpeopletheywouldgainlessweight.

c.ittoldpeopletheycoulddrinkmorebeerwithoutfeelingfull.

d.itcostlessthanregularbeer.

（c;Difficulty2,p.157）

2.ThereasonMillerLite’s“lessfilling”sloganwasasuccessoverGablingerbeer’s“low-calorie”sloganisbecause:

a.MillerofferedconsumersaproductbenefitwhileGablinger’sofferedaproductattribute.

b.MillerofferedconsumeraproductattributewhileGablinger’sofferedaproductbenefit.

c.theywerepositionedinthesameway.

d.beerdrinkerswantedmorecaloriesintheirbeer.

（a;Difficulty3,p.157）

3.Foreachindividual,realityisatotallypersonalphenomenon,basedonallofthefollowingexceptthatperson’s:

a.needs.

b.wants.

c.personalexperience.

d.perceptionofotherpeople’sexperience.

（d;Difficulty1,p.158）

4._____isdefinedastheprocessbywhichanindividualselects,organizes,andinterpretsstimuliintoameaningfulandcoherentpictureoftheworld.

a.Knowledge

b.Perception

c.Motivation

d.Attitude

（b;Difficulty2,p.158）

5._____cansimplybedescribedas“howweseetheworldaroundus.”

a.Knowledge

b.Perception

c.Motivation

d.Attitude

（b;Difficulty2,p.158）

6._____is（are）theimmediateanddirectresponseofthesensoryorganstostimuli.

a.Sensoryreceptors

b.Sensation

c.Sensoryinput

d.Sensoryadaptation

（b;Difficulty2,p.159）

7.Assensoryinputdecreases,ourabilitytodetectchangesininputorintensity_____.

a.increases

b.decreases

c.isnotaffected

d.mayincreaseordecrease

（a;Difficulty2,p.159）

8.Thelowestlevelatwhichanindividualcanexperienceasensationiscalledthe_____.

a.absolutethreshold

b.differentialthreshold

c.justnoticeabledifference

d.adaptationlevel

（a;Difficulty2,p.159）

9.Thepointatwhichapersoncandetectthedifferencebetweensomethingandnothingiscalledthe_____.

a.absolutethreshold

b.differentialthreshold

c.justnoticeabledifference

d.adaptationlevel

（a;Difficulty2,p.159）

10.Twopeopledrivingtogethermayspotabillboardatdifferenttimes.Thismeanstheyhavedifferent_____.

a.absolutethresholds

b.differentialthresholds

c.justnoticeabledifferences

d.adaptationlevels

（a;Difficulty2,p.159）

11.Sensoryadaptationisofconcerntonationaladvertisers,whotrytocontinuouslychangetheiradvertisingcampaigns.Theyareconcernedthatconsumerswill:

a.getboredoftheirads.

b.getusedtotheirads.

c.notunderstandtheiradsasintended.

d.developnegativereactionstotheirads.

（b;Difficulty2,p.159）

12.SomeTVadsdecreasesensoryinputbyusingsilenceintheiradstogenerateattention.Thisisaformofadvertisingusedinordertoovercome_____.

a.sensation

b.boredom

c.sensoryadaptation

d.thejustnoticeabledifference

（c;Difficulty2,p.160）

13.Theminimaldifferencethatcanbedetectedbetweentwosimilarstimuliiscalledthe_____.

a.differentialthreshold

b.justnoticeabledifference

c.absolutethreshold

d.bothbandc

（d;Difficulty2,p.160）

14.Accordingto_____,thestrongertheinitialstimulus,thegreatertheadditionalintensityneededforasecondstimulustobeperceivedasdifferent.

a.KarenHorney

b.EarnestDichter

c.EarnstWeber

d.AbrahamMaslow

（c;Difficulty3,p.160）

15.A25-centincreaseingasolinepriceswouldbemuchnoticed,buta25-centincreaseinthepriceofaVCRwouldnot.Thisisinaccordancewith_____.

a.Horney’sCADtheory

b.Weber’slaw

c.Maslow’sHierarchyofneeds

d.Perceptualselection

（b;Difficulty2,p.160）

16.Itisimperativethatmarketersdeterminethejustnoticeabledifferencesothatnegativechangesarenotreadilydiscernibletothepublic,and:

a.sothatproductimprovementsareveryapparenttoconsumerswithoutbeingwastefullyextravagant.

b.sothatproductimprovementsarenotveryapparenttocustomers–justbelowthe

c.sothatpriceincreasesareveryapparenttocustomers–justabovethedifferentialthreshold.

d.bothaandc

（a;Difficulty3,p.162）

17.Manycompanieshesitatetoincreasepricesontheirroutinelypurchasedconsumergoods.Insteadthey:

a.acceptthelowermarginsandsometimesabsorbtheloss.

b.decreasethequantityoftheproductjustbelowtheconsumers’

c.decreasethequalityoftheproduct.

d.alloftheabove

（b;Difficulty2,p.162）

18.Stimulithataretooweakortoobrieftobeconsciouslyheardorseenmaybestrongenoughtobeperceivedbyoneormorereceptorcells.Thisprocessiscalled_____.

a.sequentialtransition

b.subliminalperception

c.sensation

d.sensoryadaptation

（b;Difficulty2,p.163）

19.Inthelate1950sCoca-Colaused_____totrytopersuademoviegoerstobuymorepopcornanddrinkmoreCokebydisplayinghiddenmessagesthatwerenotnoticeabletotheawareconscious.

a.subliminaladvertising

b.superluminalperception

c.deceptivepromotion

d.perceptualdistortion

（a;Difficulty2,p.166,table6-1）

20.Subliminalmessaging:

a.hasproventobeeffectiveinsellingmoreproducts.

b.hasproventoinfluenceattitudesandfeelings.

c.mayprovidenewopportunitiesformodifyingantisocialbehaviorthroughpublicawarenesscampaigns.

d.alloftheabove

（c;Difficulty3,p.165）

21.“Individualsseewhattheywanttosee”sumsupthewholenotionof_____.

a.motivation

b.perception

c.subliminalmessaging

d.attitude

（b;Difficulty3,p.166）

22.Accordingtotheprinciplesofsensation:

a.individualsareawareandabsorballstimulithattheyareexposedto.

b.mostindividualssubconsciouslyblockthereceiptofmoststimuli.

c.theconstantexposuretostimulikeepsusinasemi-disorientedstate.

d.bothaandc

（b;Difficulty3,p.168）

23.Ourpictureoftheworldisaproductofphysicalstimulifromtheoutsideenvironment,andinputprovidedbytheindividualsthemselvesintheformofcertainpredispositions.Whichofthefollowingisnotoneofthepredispositions?

a.expectations

b.learning

c.motives

d.sensoryreceptors

（d;Difficulty2,p.168）

24.Allthefollowingarethethreeaspectsofperception,except:

a.perceptualselection.

b.perceptualorganization.

c.perceptualmapping.

d.perceptualinterpretation.

（c;Difficulty2,p.168）

25.Inthecontextofconsumerperceptionandadvertising,ingeneral,_____isoneofthemostattention-compellingattributesofastimulus.

a.content

b.contrast

c.context

d.drama

（b;Difficulty3,p.169）

26.Itisimportantformarketerstodesigntheirpackagestoensurerapidcustomerperceptionbecausetheaveragepackageonasupermarketshelfhasabout_____tomakeanimpression.

a.1/10ofasecond

b.2seconds

c.10seconds

d.1minute

（a;Difficulty3,p.169）

27.Advertorialsandinfomercialsareattemptsfrommarketersto:

a.makethereader/viewerthinkitispartoftheeditorial/programming.

b.deceiveconsumersbyofferingproductsoflowqualitynature.

c.appealtothelowerclass.

d.alloftheabove

（a;Difficulty3,p.169）

28.Stimulithatconflictsharplywithexpectationsoftenreceivemoreattentionthanthosethatconformtoexpectations.Marketershavebeenaccusedofusingsexualityinadvertising.Whichofthefollowingstatementsismostcorrect?

a.Inadswheresexualcontentwasrelevanttothebrand,thebrandswererememberedtheleast.

b.Inadswheresexualcontentwasirrelevanttothebrand,thebrandswererememberedthemost.

c.Inadswheresexualcontentwasirrelevanttothebrand,theadwasrememberedbutthebrandwasn’t.

d.Whereversexualitywasused,thebrandswereremembered.

（c;Difficulty3,p.170）

29._____isaconceptrelatedtoperception.Peopleactivelyseekoutmessagesthattheyfindpleasantandactivelyavoidpainfulorthreateningones.

a.Selectiveattention

b.Selectiveexposure

c.Perceptualdefense

d.Perceptualblocking

（b;Difficulty1,p.172）

30.Peopleselectivelyexposethemselvesto:

a.adsthattheyfindpleasant.

b.adsthattheyaresympatheticwith.

c.adsthatreassurethemofthewisdomoftheirpurchasedecision.

d.alloftheabove

（d;Difficulty1,p.172）

31._____iswhenconsumershaveaheightenedawarenessofstimulithatmeettheirneedsorinterests,andminimalawarenessofstimuliirrelevanttotheirneeds.

a.Selectiveattention

b.Selectiveexposure

c.Perceptualdefense

d.Perceptualblocking

（a;Difficulty1,p.172）

32.Consumerssubconsciouslyscreenoutstimulithattheyfindpsychologicallythreatening,eventhoughexposurehasalreadytakenplace.Thisisconsistentwiththeperceptionfactorof_____.

a.selectiveattention

b.selectiveexposure

c.perceptualdefense

d.perceptualblocking

（c;Difficulty1,p.172）

33.Canadarequirestobaccofirmstofeaturegraphichealthwarningsoncigarettepacks.Inaperceptioncontext,thisistotrytocombat____wherepeoplenolongerpayattentiontothewarninglabelsonpackets.

a.selectiveattention

b.selectiveexposure

c.perceptualdefense

d.perceptualblocking

（c;Difficulty1,p.172）

34.Consumersneedtoprotectthemselvesfrombeingbombardedwithstimulibysimplytuningoutsuchstimulifromtheirconsciousawareness.Thisisknownas_____.

a.selectiveattention

b.selectiveexposure

c.perceptualdefense

d.perceptualblocking

（d;Difficulty1,p.172）

35.TIVOandVCRsaretechnologiesthatconsumershavegladlyadoptedasawaytoavoidbeingbombardedwithmessages.Thisprotectingoneselffromstimuliiskno