Test Bank For Consumer Behavior ( WITH
ANSWERS ) ALREADY GRADED A+
The immediate response by our eyes, nose, mouth, or fingers to such basic stimuli as light, color, sound,
odor, and texture is called ________. - ANSWER sensation
The process by which people select, organize, and interpret sensory information is called ________. -
ANSWER perception
Which of the following is NOT one of the three stages of the process of perception?
A) interpretation
B) adaptation
C) attention
D) exposure - ANSWER adaptation
As manufacturing costs decrease and the amount of products that people accumulate goes up,
consumers increasingly want to buy things that will provide ________ value. - ANSWER hedonic
Research has indicated that the color ________ creates feelings of arousal and stimulates appetite. -
ANSWER red
The sensory characteristic of a product that sticks with consumers, helping them to remember the
product in a unique way, is called the ________. - ANSWER sensory signature
Some color combinations come to be so strongly associated with a corporation that they become known
as the company's ________. - ANSWER trade dress
Which of the following refers to the process by which the way a word sounds influences the listener's
assumptions about what the word describes? - ANSWER sound symbolism
,When Jane shops, she must feel the fabric of any potential clothing buy before she even bothers to see
what the design is. She has a high need to touch. Which sense system is important to Jane in her clothing
shopping? - ANSWER haptic
A philosophy that translates customers' feelings into design elements is called ________ engineering. -
ANSWER Kinsei
11) When a stimulus comes within the range of someone's sensory receptors, ________ occurs.
A) just noticeable difference (j.n.d.)
B) retention
C) subliminal suggestion
D) exposure - ANSWER D) exposure
The ________ threshold refers to the minimum amount of stimulation that can be detected on a sensory
channel.
A) absolute
B) differential
C) intensity
D) relative - ANSWER Absolute
The minimum difference that can be detected between two stimuli is known as the ________.
A) "bare" minimum
B) gradual differentiation
C) j.n.d. (just noticeable difference)
D) graded difference - ANSWER j.n.d. (just noticeable difference)
The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.
A) absolute
B) differential
,C) intensity
D) relative - ANSWER differential
According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to
notice the change.
A) more common
B) stronger
C) weaker
D) more unusual - ANSWER stronger
________ occurs when a stimulus is below the level of an individual's awareness.
A) Absolute threshold
B) Differential threshold
C) Subliminal perception
D) Perceptual selection - ANSWER Subliminal perception
________ refers to the extent to which processing activity is devoted to a particular stimulus.
A) Exposure
B) Perception
C) Attention
D) Sensation - ANSWER Attention
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 - ANSWER sensory overload
, 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 multitasking
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 perceptual vigilance
An individual may not process stimuli that are in some way threatening, or may distort the meaning of a
stimulus to make it less threatening. This type of perceptual filter is called ________.
A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation - ANSWER perceptual defense
According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the
rate of exposure increases.
A) adapt
B) habituate
C) prime
D) overload - ANSWER habituate
According to the ________ factor leading to adaptation, simple stimuli habituate because they do not
require attention to detail.
ANSWERS ) ALREADY GRADED A+
The immediate response by our eyes, nose, mouth, or fingers to such basic stimuli as light, color, sound,
odor, and texture is called ________. - ANSWER sensation
The process by which people select, organize, and interpret sensory information is called ________. -
ANSWER perception
Which of the following is NOT one of the three stages of the process of perception?
A) interpretation
B) adaptation
C) attention
D) exposure - ANSWER adaptation
As manufacturing costs decrease and the amount of products that people accumulate goes up,
consumers increasingly want to buy things that will provide ________ value. - ANSWER hedonic
Research has indicated that the color ________ creates feelings of arousal and stimulates appetite. -
ANSWER red
The sensory characteristic of a product that sticks with consumers, helping them to remember the
product in a unique way, is called the ________. - ANSWER sensory signature
Some color combinations come to be so strongly associated with a corporation that they become known
as the company's ________. - ANSWER trade dress
Which of the following refers to the process by which the way a word sounds influences the listener's
assumptions about what the word describes? - ANSWER sound symbolism
,When Jane shops, she must feel the fabric of any potential clothing buy before she even bothers to see
what the design is. She has a high need to touch. Which sense system is important to Jane in her clothing
shopping? - ANSWER haptic
A philosophy that translates customers' feelings into design elements is called ________ engineering. -
ANSWER Kinsei
11) When a stimulus comes within the range of someone's sensory receptors, ________ occurs.
A) just noticeable difference (j.n.d.)
B) retention
C) subliminal suggestion
D) exposure - ANSWER D) exposure
The ________ threshold refers to the minimum amount of stimulation that can be detected on a sensory
channel.
A) absolute
B) differential
C) intensity
D) relative - ANSWER Absolute
The minimum difference that can be detected between two stimuli is known as the ________.
A) "bare" minimum
B) gradual differentiation
C) j.n.d. (just noticeable difference)
D) graded difference - ANSWER j.n.d. (just noticeable difference)
The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli.
A) absolute
B) differential
,C) intensity
D) relative - ANSWER differential
According to Weber's Law, the ________ the initial stimulus, the greater a change must be for people to
notice the change.
A) more common
B) stronger
C) weaker
D) more unusual - ANSWER stronger
________ occurs when a stimulus is below the level of an individual's awareness.
A) Absolute threshold
B) Differential threshold
C) Subliminal perception
D) Perceptual selection - ANSWER Subliminal perception
________ refers to the extent to which processing activity is devoted to a particular stimulus.
A) Exposure
B) Perception
C) Attention
D) Sensation - ANSWER Attention
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 - ANSWER sensory overload
, 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 multitasking
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 perceptual vigilance
An individual may not process stimuli that are in some way threatening, or may distort the meaning of a
stimulus to make it less threatening. This type of perceptual filter is called ________.
A) perceptual defense
B) perceptual vigilance
C) subliminal perception
D) adaptation - ANSWER perceptual defense
According to the exposure factor leading to adaptation, frequently encountered stimuli ________ as the
rate of exposure increases.
A) adapt
B) habituate
C) prime
D) overload - ANSWER habituate
According to the ________ factor leading to adaptation, simple stimuli habituate because they do not
require attention to detail.
