CONSUMER BEHAVIOR 8TH EDITION HOYER
EXAM SCRIPT 2026 COMPLETE QUESTIONS
AND ANSWERS
◉ A billboard is positioned beside a busy highway. However, the
merchant that has purchased the billboard complains that no
response is being generated by his advertising message. Upon closer
inspection, the billboard company determines that the typeface used
is too small to be effectively read by a motorist going 60+ mph on
the highway. Which of the following sensory thresholds would be
most appropriate to explain the failure of this advertisement to
connect with motorists?
A) The intensity threshold
B) The differential threshold
C) The absolute threshold
D) The relative threshold. Answer: C) The absolute threshold
◉ 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?
A) Subliminal perception
B) The figure-ground principle
,C) The golden triangle
D) Weber's law. Answer: D) Weber's law
◉ One of the principles of psychophysics is that change in the
physical environment is not always matched by equal changes
perceptually. If Madison Wilson were creating a new drink, what
would psychophysics tell her?
A) She could make the drink twice as sweet by adding twice the
amount of sugar.
B) She would need to research how the perception of "sweetness"
changed by the amount of sugar added.
C) She would need to look at the subliminal aspects of "sweetness."
D) She would need to create promotions to tell customer's how
"sweet" the new drink is.. Answer: B) She would need to research
how the perception of "sweetness" changed by the amount of sugar
added
◉ Which of the following is most relevant to a company that wants
to position a new brand on price leadership?
A) Gestalt psychology
B) Weber's Law
C) Augmented reality
D) The closure principle. Answer: B) Weber's Law
,◉ Perception refers to the immediate response of our sensory
receptors to basic stimuli.. Answer: false
◉ Unlike computers, people do not passively process whatever
information happens to be present.. Answer: true
◉ Interpretation is the last stage of the perceptual process.. Answer:
true
◉ A behavioral researcher studying how consumers use multi-
sensory, fantasy, and emotional factors in selecting products is
studying hedonic consumption.. Answer: true
◉ The first step in the perception process is called attention..
Answer: false
◉ When consumers are exposed to far too much information they
are experiencing sensory overload.. Answer: true
◉ A consumer's ability to detect a difference between two stimuli is
relative to the strength of those stimuli.. Answer: true
◉ The absolute threshold is dependent upon how strong a marketer
makes a stimulus.. Answer: false
, ◉ Weber's Law states that the intensity of the stimulus is greater if
its duration is increased.. Answer: false
◉ 51) What is the difference between sensation and perception?.
Answer:
◉ What is a just noticeable difference (j.n.d.)?. Answer:
◉ Outline and explain the parts of the perceptual process that would
allow a shopper to recognize a ketchup bottle in a supermarket..
Answer:
◉ Blind taste tests in the 1980s showed that most Coke drinkers
preferred a cola that was sweeter than the current product. When
Coca-Cola attempted to make its product sweeter, brand loyal
customers revolted and demanded the old product be returned.
Explain how Coca-Cola marketers could have used the principles of
psychophysics to introduce the new Coke without creating these
problems.. Answer:
◉ At a business meeting, a consultant states that "perception is
reality, because a customer never works with the actual product, but
only with his or her perception of that product." In a university lab,
researchers determine that when a rat is looking at a brightly
EXAM SCRIPT 2026 COMPLETE QUESTIONS
AND ANSWERS
◉ A billboard is positioned beside a busy highway. However, the
merchant that has purchased the billboard complains that no
response is being generated by his advertising message. Upon closer
inspection, the billboard company determines that the typeface used
is too small to be effectively read by a motorist going 60+ mph on
the highway. Which of the following sensory thresholds would be
most appropriate to explain the failure of this advertisement to
connect with motorists?
A) The intensity threshold
B) The differential threshold
C) The absolute threshold
D) The relative threshold. Answer: C) The absolute threshold
◉ 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?
A) Subliminal perception
B) The figure-ground principle
,C) The golden triangle
D) Weber's law. Answer: D) Weber's law
◉ One of the principles of psychophysics is that change in the
physical environment is not always matched by equal changes
perceptually. If Madison Wilson were creating a new drink, what
would psychophysics tell her?
A) She could make the drink twice as sweet by adding twice the
amount of sugar.
B) She would need to research how the perception of "sweetness"
changed by the amount of sugar added.
C) She would need to look at the subliminal aspects of "sweetness."
D) She would need to create promotions to tell customer's how
"sweet" the new drink is.. Answer: B) She would need to research
how the perception of "sweetness" changed by the amount of sugar
added
◉ Which of the following is most relevant to a company that wants
to position a new brand on price leadership?
A) Gestalt psychology
B) Weber's Law
C) Augmented reality
D) The closure principle. Answer: B) Weber's Law
,◉ Perception refers to the immediate response of our sensory
receptors to basic stimuli.. Answer: false
◉ Unlike computers, people do not passively process whatever
information happens to be present.. Answer: true
◉ Interpretation is the last stage of the perceptual process.. Answer:
true
◉ A behavioral researcher studying how consumers use multi-
sensory, fantasy, and emotional factors in selecting products is
studying hedonic consumption.. Answer: true
◉ The first step in the perception process is called attention..
Answer: false
◉ When consumers are exposed to far too much information they
are experiencing sensory overload.. Answer: true
◉ A consumer's ability to detect a difference between two stimuli is
relative to the strength of those stimuli.. Answer: true
◉ The absolute threshold is dependent upon how strong a marketer
makes a stimulus.. Answer: false
, ◉ Weber's Law states that the intensity of the stimulus is greater if
its duration is increased.. Answer: false
◉ 51) What is the difference between sensation and perception?.
Answer:
◉ What is a just noticeable difference (j.n.d.)?. Answer:
◉ Outline and explain the parts of the perceptual process that would
allow a shopper to recognize a ketchup bottle in a supermarket..
Answer:
◉ Blind taste tests in the 1980s showed that most Coke drinkers
preferred a cola that was sweeter than the current product. When
Coca-Cola attempted to make its product sweeter, brand loyal
customers revolted and demanded the old product be returned.
Explain how Coca-Cola marketers could have used the principles of
psychophysics to introduce the new Coke without creating these
problems.. Answer:
◉ At a business meeting, a consultant states that "perception is
reality, because a customer never works with the actual product, but
only with his or her perception of that product." In a university lab,
researchers determine that when a rat is looking at a brightly
