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WorksheetsChapter 3: Perception
Total questions: 10
Worksheet time: 5mins
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
