Chapter 2 Perception

Chapter 2 Perception


1) The process by which stimuli are selected, organized, and interpreted is called:
A) free response.
B) perception.
C) sensation.
D) stream of consciousness.
ANSWER: B
Type: MC Page Ref: 36
Skill: Concept
Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

2) Daily we are bombarded by a symphony of colours, sounds, and odours. The immediate
response of our receptors to such basic stimuli is called:
A) stream of consciousness.
B) subjectivity.
C) sensation.
D) perception.
ANSWER: C
Type: MC Page Ref: 36
Skill: Concept
Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.


3) According to neuromarketing research, our ultimate preferences for a brand such as Coke over
Pepsi are not only shaped by the taste of the product, they are also influenced by:
A) exposure.
B) sensation.
C) consumption.
D) perception.
ANSWER: D
Type: MC Page Ref: 36

,Skill: Application
Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

4) According to the textbook, smart marketers use to create a competitive advantage.
A) advertising
B) our sensory systems
C) expensive promotions
D) added features
ANSWER: B
Type: MC Page Ref: 37
Skill: Concept
Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

,5) Marketers contribute to a world overflowing with sensations.
ANSWER: TRUE
Type: TF Page Ref: 37
Skill: Concept
Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.


6) Like computers, people undergo stages of information processing in which stimuli are input
and stored.
ANSWER: TRUE
Type: TF Page Ref: 37
Skill: Concept
Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

7) List the five sensory systems.
ANSWER: sight, sound, smell, taste, and
textures Type: ES Page Ref: 37
Skill: Concept
Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.


8) Compare and contrast sensation and perception.
ANSWER: Sensation is the immediate response of our sensory receptors (those in our eyes,
ears, nose, mouth, and skin) to such basic stimuli as light, colour, and sound. Perception is the
process by which these sensations are selected, organized, and interpreted. The study of
perception focuses on what we add to or take away from these raw sensations as we choose
which to notice and then go about assigning meaning to them.
Type: ES Page Ref: 36
Skill: Concept
Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.

9) What is sensation? Give an example.
ANSWER: Sensation is the immediate response of our sensory receptors (those in our eyes, ears,
nose, mouth, and skin) to such basic stimuli as light, colour, and sound.

, One "neuromarketing" study, using brain-scanning (fMRI) technology, found that when no brand
name was presented prior to tasting cola beverages (i.e., consumers relied only on sensation), the
reward centres of the brain lit up and Coke and Pepsi were equally preferred. But, when
explicitly told the brand name before drinking, more consumers preferred Coca-Cola, and an
entirely different part of the brain lit up—the medial prefrontal cortex. This is the area of the
brain responsible for thinking and judging. Learned meanings about the brand influenced
consumers' ultimate perceptions of Coca-Cola.
Thus, based on sensation alone, consumers might equally prefer Pepsi and Coke. However, our
ultimate preferences are also shaped by our perceptions—the way in which we organize,
interpret, and form associations about the brand.
Type: ES Page Ref: 36
Skill: Concept
Objective: L2-01 Perception is a three-stage process that translates raw stimuli into meaning.