Trắc nghiệm C3 TNKH hệ E - Trải nghiệm khách hàng UEL

Consumer Behavior, 13e (Solomon) Chapter 3 Perception 1) The process by which people select, organize, and interpret sensations is called ________. A) consumption B) perception C) adaption D) application Answer: B Diff: 1 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 2) Which term refers to sensations that subtly influence how we think about a product? A) Perception B) Hedonic consumption C) Context effect D) Respondents Answer: C Diff: 1 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 3) Companies that think carefully about the impact of sensations on product experiences are practicing ________. A) hedonic consumption B) need marketing C) want marketing D) sensory marketing Answer: D Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 4) 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 Answer: A Diff: 2 lOMoARcPSD| 35096023 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 5) The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________. A) phoneme B) schema C) sensory input D) interpretant Answer: C Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 6) In the Western Countries the color black is often associated with ________. A) mourning B) innocence C) fearD) cult Answer: A Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 7) Research has indicated that the color ________ creates feelings of arousal and stimulates appetite. A) blue B) red C) yellow D) black Answer: B Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 8) Which term refers to the process by which the way a word sounds influences the listener's assumptions about what the word describes? A) sound symbolism B) audio watermarking C) semiotics D) the principle of similarity Answer: A Diff: 1 lOMoARcPSD| 35096023 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Written and oral communication 9) When Coke weaves a sound into a piece of music, the advertisement is using ________. A) sound marketing B) audio watermarking C) sound watermarking D) music marketing Answer: B Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Written and oral communication 10) A philosophy that translates customers' feelings into design elements is called ________ engineering. A) Kansei B) Sigma C) relationship D) reverse Answer: A Diff: 1 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 11) The ________ sense appears to moderate the relationship between product experience and judgment confidence. A) sound B) haptic C) taste D) sight Answer: B Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 12) 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 lOMoARcPSD| 35096023 Answer: B Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge; Analytical thinking 13) Processing information from more than one medium at a time is known as ________. A) multitasking B) perceptual hyperactivity C) perceptual chunking D) interactive attention Answer: A Diff: 1 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 14) 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 ________. A) perceptual defense B) perceptual vigilance C) subliminal perception D) adaptation Answer: B Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 15) Size, color, position, and novelty are all strategies for creating which of the following? A) contrast B) adaptation C) vigilance D) thresholds Answer: A Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 16) 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 is affecting Mary's response to the ads? A) perceptual vigilance lOMoARcPSD| 35096023 B) perceptual defense C) contrast D) adaptation Answer: D Diff: 3 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 17) As people's income rise, they are more likely to prefer additional experiences over additional possessions. Answer: TRUE Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 18) A process by which the way a word sounds influences our assumptions about a product's attributes is called sound symbolism. Answer: TRUE Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 19) Sensory marketing has proven to be largely effective as a marketing approach. Answer: TRUE Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 20) Colors look duller to older people, which is why they prefer white and other bright tones.Answer: TRUE Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 21) Some color combinations can become so associated with a company that the corporation maybe granted exclusive use of these colors. Answer: TRUE Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge lOMoARcPSD| 35096023 22) Haptic senses refers to a consumer's sense of touch. Answer: TRUE Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 23) Alba is dedicated to fitness and nutrition. She rarely eats fast food because of the high calories and low nutritional value. Though Alba is exposed to many advertising messages from fast food restaurants each day, she rarely processes these messages. This is an example of subliminal perception. Answer: FALSE Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 24) Research has shown that Kansei engineering can be an effective way to design products. Explain how Kansei engineering works and give an illustration that demonstrates your understanding. Answer: Kansei engineering is a Japanese philosophy that translates customers' feelings into design elements. For example, many carmakers have changed the design of the driver's seat to make drivers feel taller. Ford's version is called "Command Seating" to reinforce the feeling of power it wants drivers to experience as they look down on all those little vehicles buzzing around them. Diff: 3 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Reflective thinking 25) Explain the term "trade dress" and give an example. Answer: Trade dress is a color combination that is strongly associated with a corporation. For example, in the cookies and crackers aisle, you instantly recognize the bright red box with the round blue label as Ritz, even before you read its brand name. Examples will vary. Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Application of knowledge 26) Advertising has increasingly become less effective because of increased clutter. How can advertisers use contrast to cut through the clutter? Answer: Advertising attention can be enhanced by contrast using size, color, position, and novelty. High contrast can be achieved using any or all of the visual methods listed. Diff: 2 LO: 3.1: Products and commercial messages often appeal to our senses, but because of the profusion of these messages we don't notice most of them. AACSB: Written and oral communication