1. Chapter 2 Review Questions
MKT201 – Buyer Behavior
Chapter 2
Review Questions

2. Michelle is looking at two used cars; one has good gas mileage, and the other leather seats. She has always wanted a car with a leather interior. She loves the way it feels and the impression of richness that it conveys. Even though she doesn't have much money, she buys the car with the leather seats. Michelle has just engaged in ________.
a subliminal reaction
perceptual vigilance
perceptual positioning
hedonic consumption

3. The minimum difference that can be detected between two stimuli is known as the ________.
"bare" minimum
gradual differentiation
j.n.d. (just noticeable difference)
graded difference

4. Because the brain's capacity to process information is limited, consumers are very selective about what they pay attention to and tend to select stimuli that relates to their current needs. This process is called _________.
perceptual defense
perceptual vigilance
perceptual selection
adaptation

5. ________ roughly means whole, pattern, or configuration, and this perspective is best summarized by the saying "The whole is greater than the sum of its parts."
Freudian traits analysis
Marshallian psychology
Gestalt
Hobbesian pattern analysis

6. The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning.
semiotics
enunciation
pronunciation
logo design

7. Advertisers know that messages must have three effective hits before the promotion will have much power to influence customer behavior. This highlights the importance of ________ in the perceptual process.
sensory receptors
the power of vision to influence customers
attention
schema

8. Ben Perez is driving along a mountain road
Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged?
exposure
attention
comprehension
interpretation

9. A retailer decides to reduce the price of a sport coat that normally costs $98. The reduction in price is $3. The storeowner believes that the reduction will catch the eye of the value shopper. If the sport coat does not sell, the retailer might wish to consider which of the following before making another price change?
Hermann's theorem
Packard's law
Sensory theory
Weber's law

10. A consumer sees a magazine ad for chocolate chip cookies
A consumer sees a magazine ad for chocolate chip cookies. The ad shows a child lying out in an open field staring up at the clouds in the blue sky. If the consumer were to look very closely, there is a message in the puffy white clouds. The message reads "How about a cookie?" If this ad actually occurred, the advertiser would be using which of the following techniques to try and influence consumers?
Gestalt psychology
Freudian psychology
subliminal perceptual persuasion
Pseudopsychodrama

11. Mary Nabholz travels the same way to work every day
Mary Nabholz travels the same way to work every day. She notices advertisements in store windows when the ads first go up. However, after a few days, Mary no longer pays any attention to these ads because they have become familiar. Which of the following personal selection factors is affecting Mary Nabholz?
perceptual vigilance
perceptual defense
perceptual selection
adaptation

12. Essay Questions:
Identify and describe the three stages of perception.
Exposure occurs when a stimulus comes within the range of someone’s sensory receptors. Attention refers to the extent to which processing activity is devoted to a particular stimulus. Interpretation refers to the meaning that we assign to sensory stimuli.
What is the difference between an absolute threshold and a differential threshold?
The absolute threshold refers to the minimum amount of stimulation that can be detected on a given sensory channel. The differential threshold refers to the ability of a sensory system to detect changes or differences between two stimuli.