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

1、中山大学吴柏林教授 广告心理学绝密资料schiffman06tifChapter 6: Consumer PerceptionMultiple Choice Questions:1. Miller Lite was introduced with the slogan “everything you want in a beerand 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

2、 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 Lites “less filling” slogan was a success over Gablinger beers “low-calorie” slogan is because:a. Miller offered consumers a product benefit while Gablingers o

3、ffered a product attribute.b. Miller offered consumer a product attribute while Gablingers 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,

4、based on all of the following except that persons:a. needs.b. wants.c. personal experience.d. perception of other peoples experience.(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

5、 world. a. Knowledgeb. Perceptionc. Motivationd. Attitude(b; Difficulty 2, p. 158)5. _ can simply be described as “how we see the world around us.”a. Knowledgeb. Perceptionc. Motivationd. Attitude(b; Difficulty 2, p. 158)6. _ is(are) the immediate and direct response of the sensory organs to stimuli

6、.a. Sensory receptorsb. Sensationc. Sensory inputd. Sensory adaptation(b; Difficulty 2, p. 159)7. As sensory input decreases, our ability to detect changes in input or intensity _.a. increasesb. decreasesc. is not affectedd. may increase or decrease(a; Difficulty 2, p. 159)8. The lowest level at whi

7、ch an individual can experience a sensation is called the _.a. absolute thresholdb. differential thresholdc. just noticeable differenced. 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 thresh

8、oldb. differential thresholdc. just noticeable differenced. 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 thresholdsb. differential thresholdsc. just noticeable differencesd. adaptation l

9、evels(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 intended.d. develop negativ

10、e 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. sensationb. boredomc. sensory adaptationd. the just noticeable difference(c; Difficulty 2, p. 160

11、)13. The minimal difference that can be detected between two similar stimuli is called the _.a. differential thresholdb. just noticeable differencec. absolute thresholdd. both b and c(d; Difficulty 2, p. 160)14. According to _, the stronger the initial stimulus, the greater the additional intensity

12、needed for a second stimulus to be perceived as different.a. Karen Horneyb. Earnest Dichterc. Earnst Weberd. 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.

13、 Horneys CAD theoryb. Webers lawc. Maslows Hierarchy of needsd. 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 a

14、pparent to consumers without being wastefully extravagant.b. so that product improvements are not very apparent to customers just below the 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 hesi

15、tate 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 c. decrease the quality of the product.d. all of the above(b; Difficulty 2, p. 162)18. Stimuli

16、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 transitionb. subliminal perceptionc. sensationd. sensory adaptation(b; Difficulty 2, p. 163)19. In the late 1950s Coca-Cola used _

17、 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 advertisingb. superluminal perceptionc. deceptive promotiond. perceptual distortion(a; Difficulty 2, p. 166, table 6-1)20. Subliminal me

18、ssaging: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 se

19、e” sums up the whole notion of _.a. motivationb. perceptionc. subliminal messagingd. 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 st

20、imuli.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.

21、Which of the following is not one of the predispositions?a. expectationsb. learningc. motivesd. 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 interpre

22、tation. (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. contentb. contrastc. contextd. drama(b; Difficulty 3, p. 169)26. It is important for marketers to design their packages to ens

23、ure rapid customer perception because the average package on a supermarket shelf has about _ to make an impression.a. 1/10 of a secondb. 2 secondsc. 10 secondsd. 1 minute(a; Difficulty 3, p. 169)27. Advertorials and infomercials are attempts from marketers to:a. make the reader/viewer think it is pa

24、rt 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

25、 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

26、 ads where sexual content was irrelevant to the brand, the ad was remembered but the brand wasnt.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

27、painful or threatening ones.a. Selective attentionb. Selective exposurec. Perceptual defensed. 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

28、 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 attentionb. Selective exposurec. Perceptual defensed. Perceptual b

29、locking(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 attentionb. selective exposurec. perceptual defensed. perceptual b

30、locking(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 attentionb. selective exposurec. perceptual

31、defensed. 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 attentionb. selective exposurec. perceptual defensed. 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 kno