Perception

_____ is defined as the process by which an individual selects, organises and interprets stimuli into a meaningful and coherent picture of the world.

• Knowledge

• Perception

• Motivation

• Attitude

Which of the following statements about perception is false?

• The study of perception is largely the study of what we add to, or subtract from, raw sensory inputs to produce our own private picture of the world.

• Perception can be described as ‘how we see the world around us’.

• Every consumer will perceive stimulus similarly.

• Perception is defined as the process by which an individual receives, selects and interprets stimuli to form a meaningful and coherent picture of the world.

Which of the following is not an example of a sensory receptor?

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Two people driving together may spot a billboard at different times. This means they have different:

• absolute thresholds.

• differential thresholds.

• just noticeable differences.

• adaptation levels.

‘The minimal difference that can be detected between two similar stimuli’ defines:

• differential threshold.

• perception.

• adaptation.

• absolute threshold.

Another name for differential threshold is:

• absolute threshold.

• selective perception.

• just noticeable difference.

• sensory adaptation.

In the late 1950s, a cinema used ______ to try to persuade patrons to buy more popcorn and drink more Coke by flashing short messages on the screen during the movie.

• subliminal advertising

• superluminal perception

• deceptive promotion

• perceptual distortion

From the consumer’s perspective, what are the two major factors that determine which stimuli the consumer will select to include?

• The contrast used in the ad and the consumer’s motivation.

• The size of the physical product and the consumer’s expectations.

• The consumer’s previous experience as it affects their expectations and their motivations.

• The consumer’s previous experience and the contrast used in the ad.

People have a need for _____. If the stimuli they are exposed to is incomplete, they perceive it as complete by filling in the missing pieces.

• stereotyping

• grouping

• closure

• exaggeration

The relationship between an object and the background on which it is portrayed is referred to as the:

• figure and ground.

• subject and contrast.

• figure and contrast.

• subject and background.