MIB501 Quiz 2

MIB501 Quiz 2

1. The immediate response by our eyes, nose, mouth, or fingers to such basic stimuli as light, color, sound, odor, and texture is called ________.

• A. reception

• B. awareness

• C. perception

• D. sensation

2. As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value.

• A. hedonic

• B. Gestalt

• C. embedded

• D. referent

3. Some color combinations come to be so strongly associated with a corporation that they become known as the company's ________.

• A. position

• B. signature

• C. trade dress

• D. schema

4. When a stimulus comes within the range of someone's sensory receptors, ________ occurs.

• A. just noticeable difference (j.n.d.)

• B. retention

• C. subliminal suggestion

• D. exposure

5. According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to notice the change.

• A. more common

• B. stronger

• C. weaker

• D. more unusual

6. The average adult is exposed to about 3,500 pieces of advertising information every single day, far more information than they can or are willing to process. Consumers who are exposed to more information than they can process are in a state of ________.

• A. advertising bombardment

• B. sensory overload

• C. sensory shifting

• D. circuit overcapacity

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

• A. exposure

• B. vigilance

• C. discrimination

• D. relevance

8. In the process of ________, certain properties of a stimulus evoke a schema.

• A. priming

• B. differentiating

• C. indexing

• D. perceptual mapping

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

• A. icon

• B. index

• C. symbol

• D. schema

10. Which of the following most accurately reflects the current thinking about the use of subliminal perception in marketing promotion and advertising?

• A. Subliminal messages are below the threshold of perception, so they cannot be utilized in marketing.

• B. Subliminal ads can be effective, but customers do not like them; therefore, marketers avoid them.

• C. There is some evidence that subliminal perception can have limited effects, but the effects are not specific enough to make subliminal messages effective in advertising.

• D. It comes down to a matter of attention. If a viewer will pay enough attention to a subliminal message, then it can have specific effects.