MKT201

1
MKT201 Buyer Behavior

• Chapter 2
• Review Questions

2

• Michelle is looking at two used cars one has
  good gas mileage, and the other leather seats.
  She has always wanted a car with a leather
  interior. She loves the way it feels and the
  impression of richness that it conveys. Even
  though she doesn't have much money, she buys the
  car with the leather seats. Michelle has just
  engaged in ________.
• a subliminal reaction
• perceptual vigilance
• perceptual positioning
• hedonic consumption

3

• The minimum difference that can be detected
  between two stimuli is known as the ________.
• "bare" minimum
• gradual differentiation
• j.n.d. (just noticeable difference)
• graded difference

4

• 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 relates to their
  current needs. This process is called _________.
• perceptual defense
• perceptual vigilance
• perceptual selection
• adaptation

5

• ________ roughly means whole, pattern, or
  configuration, and this perspective is best
  summarized by the saying "The whole is greater
  than the sum of its parts."
• Freudian traits analysis
• Marshallian psychology
• Gestalt
• Hobbesian pattern analysis

6

• The field of ________ examines the correspondence
  between signs and symbols and their role in the
  assignment of meaning.
• semiotics
• enunciation
• pronunciation
• logo design

7

• Advertisers know that messages must have three
  effective hits before the promotion will have
  much power to influence customer behavior. This
  highlights the importance of ________ in the
  perceptual process.
• sensory receptors
• the power of vision to influence customers
• attention
• schema

8

• Ben Perez is driving along a mountain road. In
  the distance, he sees a road crew working on a
  fallen tree that has blocked the highway. When
  Ben first sees the road crew, which of the
  following perceptual processes has been engaged?
• exposure
• attention
• comprehension
• interpretation

9

• A retailer decides to reduce the price of a sport
  coat that normally costs 98. The reduction in
  price is 3. The storeowner believes that the
  reduction will catch the eye of the value
  shopper. If the sport coat does not sell, the
  retailer might wish to consider which of the
  following before making another price change?
• Hermann's theorem
• Packard's law
• Sensory theory
• Weber's law

10

• A consumer sees a magazine ad for chocolate chip
  cookies. The ad shows a child lying out in an
  open field staring up at the clouds in the blue
  sky. If the consumer were to look very closely,
  there is a message in the puffy white clouds. The
  message reads "How about a cookie?" If this ad
  actually occurred, the advertiser would be using
  which of the following techniques to try and
  influence consumers?
• Gestalt psychology
• Freudian psychology
• subliminal perceptual persuasion
• Pseudopsychodrama

11

• Mary Nabholz travels the same way to work every
  day. She notices advertisements in store windows
  when the ads first go up. However, after a few
  days, Mary no longer pays any attention to these
  ads because they have become familiar. Which of
  the following personal selection factors is
  affecting Mary Nabholz?
• perceptual vigilance
• perceptual defense
• perceptual selection
• adaptation

12

• Essay Questions
• Identify and describe the three stages of
  perception.
• Exposure occurs when a stimulus comes within the
  range of someones sensory receptors. Attention
  refers to the extent to which processing activity
  is devoted to a particular stimulus.
  Interpretation refers to the meaning that we
  assign to sensory stimuli.
• What is the difference between an absolute
  threshold and a differential threshold?
• The absolute threshold refers to the minimum
  amount of stimulation that can be detected on a
  given sensory channel. The differential threshold
  refers to the ability of a sensory system to
  detect changes or differences between two stimuli.