Chapter 3: Perception

Companies that think carefully about the impact of sensations on product experiences are practicing ________.

• hedonic consumption

• need marketing

• want marketing

• sensory marketing

When Coke weaves a sound into a piece of music, the advertisement is using ________.

• sound marketing

• audio watermarking

• sound watermarking

• music marketing

Processing information from more than one medium at a time is known as ________.

• multitasking

• perceptual hyperactivity

• perceptual chunking

• interactive attention

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 relate to their current needs. This type of perceptual filter is called ________.

• perceptual defense

• perceptual vigilance

• subliminal perception

• adaptation

Size, color, position, and novelty are all strategies for creating which of the following?

• contrast

• adaptation

• vigilance

• thresholds

A stage in the perception process is ________.

• exposure

• attention

• interpretation

• all of the above

According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail.

• exposure

• vigilance

• discrimination

• relevance

When consumers see only what they want to see-don't see what they don't want to see it is called ________.

• perceptual retention

• perceptual contrast

• perceptual defense

• perceptual attention

A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations.

• icon

• index

• symbol

• schema

Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace.

• sensory signature

• position

• priming

• trade dress