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Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska

Perception: Worlds of Sensation

Multiple Choice Quiz

Answer all the questions


1	People act and react on the basis of their ________________, the way they sense and interpret the world around them.
		A)	demographics
		B)	social class
		C)	awareness
		D)	perceptions
		E)	sensory preferences


2	___________________ is the immediate and direct response of sensory systems to stimuli.
		A)	Interference
		B)	Motivation and involvement
		C)	Experience
		D)	Learning and knowledge
		E)	Sensation


3	People detect stimuli through a variety of ______________________.
		A)	autonomic responses
		B)	learned responses
		C)	perceptual filters
		D)	sensory receptors
		E)	intrinsic cues


4	Smells tend to be described in terms of how they feel _________________.
		A)	emotionally
		B)	mentally
		C)	rationally
		D)	acoustically
		E)	practically


5	Massaged babies gain weight as much as __________ faster than unmassaged babies.
		A)	thirty percent
		B)	forty percent
		C)	fifty percent
		D)	fifty-five percent
		E)	sixty percent


6	How people taste things may be as individual as________________
		A)	personal preference
		B)	genetics
		C)	finger prints
		D)	all of the above
		E)	none of the above


7	Consumers adapt to their sensory environment in part by "disattending," by applying __________________ to screen out unwanted stimuli.
		A)	perceptual filters
		B)	closure
		C)	autonomic responses
		D)	extrinsic cues
		E)	perceptual inferences


8	____________________ states that the stronger the initial sensory stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
		A)	SEVQUAL
		B)	Webster's Law
		C)	JND
		D)	Categorization
		E)	Transformational advertising


9	Acoustic researchers have found that the human voice has the most impact in the frequency range between ____________________ kilohertz.
		A)	three and eight
		B)	two and six
		C)	four and eight
		D)	three and six
		E)	none of the above


10	_____________________ refers to the simultaneous preconscious monitoring of all sensory channels for events that will require a shift in attention.
		A)	New design packaging
		B)	Enticement tactics
		C)	Preattentive processing
		D)	Promotional strategies
		E)	Primitive categorization


11	Perception begins with an _______________ to a stimulus.
		A)	availability
		B)	arousal
		C)	exposure
		D)	all of the above
		E)	none of the above


12	________________________ refers to the fact that consumers select only a small portion of the stimuli to which they are exposed for conscious processing, or what we might term focal attention.
		A)	Pre-attentive processing
		B)	Contrast effects
		C)	Phenomenal absolutism
		D)	Perceptual selection
		E)	Perceptual inferences


13	The formulation of a particular goal also leads people to create categories to fit that specific goal. Such categories are referred to as ___________________________.
		A)	categorization schemes
		B)	ad hoc categories
		C)	goals or judgment categories
		D)	stimulus categories
		E)	none of the above


14	The principle of perceptual organization that illustrates the consumer's use of partial cues to complete an image is ____________.
		A)	awareness
		B)	understanding
		C)	closure
		D)	personal preference
		E)	identity


15	The semiotic process is to how people obtain meaning from ________________.
		A)	stimuli
		B)	communications
		C)	signs
		D)	interaction
		E)	none of the above

Fill in the Blanks:


16	People act and react on the basis of their _______________________ -- the way they sense and interpret the world around them.
		A)	arousals
		B)	perceptions
		C)	knowledge
		D)	genetics


17	We detect stimuli through a variety of _________________________.
		A)	perceptions and interpretations
		B)	separate mechanisms
		C)	sensory receptors
		D)	organ foundations


18	The _______________________ is the lowest level of input at which we perceive.
		A)	threshold of consciousness
		B)	differential thresholds
		C)	just noticeable differences
		D)	absolute threshold


19	______________________ involves comparison between a perceived target and categorical knowledge.
		A)	Corollary theorem
		B)	Webster's Law
		C)	Perceptual organization
		D)	Categotization


20	In the second case of primitive categorization, referred to as _______________________, people try to determine what aspects of stimuli they should focus on.
		A)	involuntary attention
		B)	orientation reflex
		C)	figure and ground
		D)	categorization schemes


21	Merely escalating the intensity of stimuli is likely to be an ineffective way of cutting through perceptual and provoking potential customers to pay attention.
		A)	True
		B)	False


22	An important application of perceptual vigilance for marketers is to target consumers whose needs have changed.
		A)	True
		B)	False


23	Another key feature of categories is that they are not socially and culturally constructed and learned.
		A)	True
		B)	False


24	An interesting aspect of figure-and-ground problems is that we cannot perceive both objects as figure simultaneously.
		A)	True
		B)	False


25	Gestalt psychologists are responsible for much of the work on perceptual organization.
		A)	True
		B)	False


26	Because consumers use information selectively, marketers must examine such issues as perceived quality and product-country images in developing an understanding of particular consumers' perceptual judgments of particular market offerings.
		A)	True
		B)	False


27	Research suggests that customers may care more about quality than economy and hence, marketers believe that providing evidence of incremental quality is a key to competitive advantage.
		A)	True
		B)	False


28	Symbolic aspects of product-country images may influence consumer preferences but don't contribute to brand loyalty.
		A)	True
		B)	False


29	The term "consumer voting" captures the normative dimension of product country images.
		A)	True
		B)	False


30	Some consumers consider it morally inappropriate to buy products that are manufactured or grown domestically.
		A)	True
		B)	False

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