Consumer Behavior MCQ Set 02

Q41. Miller Lite was introduced with the slogan “everything you want in a beer…and less.” This slogan was a success because:
a. it contained less beer per serving.
b. it told people they would gain less weight.
c. it told people they could drink more beer without feeling full.
d. it cost less than regular beer.

Answer

Ans: c. it told people they could drink more beer without feeling full.

Q42. The reason Miller Lite’s “less filling” slogan was a success over Gab linger beer’s “low-calorie” slogan is because:
a. Miller offered consumers a product benefit while Gablinger’s offered a product attribute.
b. Miller offered consumer a product attribute while Gablinger’s offered a product benefit.
c. They were positioned in the same way.
d. Beer drinkers wanted more calories in their beer.

Answer

Ans: a. Miller offered consumers a product benefit while Gablinger’s offered a product attribute.

Q43. For each individual, reality is a totally personal phenomenon, based on all of the following except that person’s:
a. Needs.
b. Wants.
c. Personal experience.
d. Perception of other people’s experience.

Answer

Ans: d. Perception of other people’s experience.

Q44. _____ is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.
a. Knowledge
b. Perception
c. Motivation
d. Attitude

Answer

Ans: b. Perception

Q45. _____ is(are) the immediate and direct response of the sensory organs to stimuli.
a. Sensory receptors
b. Sensation
c. Sensory input
d. Sensory adaptation

Answer

Ans: b. Sensation

Q46. As sensory input decreases, our ability to detect changes in input or intensity _____.
a. increases
b. decreases
c. is not affected
d. may increase or decrease

Answer

Ans: b. decreases

Q47. Two people driving together may spot a billboard at different times. This means they have different _____.
a. absolute thresholds
b. differential thresholds
c. just noticeable differences
d. adaptation levels

Answer

Ans: c. just noticeable differences

Q48. The lowest level at which an individual can experience a sensation is called the _____.
a. absolute threshold
b. differential threshold
c. just noticeable difference
d. adaptation level

Answer

Ans: a. absolute threshold

Q49. The point at which a person can detect the difference between something and nothing is called the _____.
a. absolute threshold
b. differential threshold
c. just noticeable difference
d. adaptation level

Answer

Ans: b. differential threshold

Q50. Sensory adaptation is of concern to national advertisers, who try to continuously change their advertising campaigns. They are concerned that consumers will:
a. Get bored of their ads.
b. Get used to their ads.
c. Not understand their ads as intended.
d. Develop negative reactions to their ads.

Answer

Ans: b. Get used to their ads.

Q51. Some TV ads decrease sensory input by using silence in their ads to generate attention. This is a form of advertising used in order to overcome _____.
a. sensation
b. boredom
c. sensory adaptation
d. the just noticeable difference

Answer

Ans: d. the just noticeable difference

Q52. It is imperative that marketers determine the just noticeable difference so that negative changes are not readily discernible to the public, and:
a. So that product improvements are very apparent to consumers without being wastefully extravagant.
b. so that product improvements are not very apparent to customers – just below the j.n.d.
c. so that price increases are very apparent to customers – just above the differential threshold.
d. both a and c

Answer

Ans: b. so that product improvements are not very apparent to customers – just below the j.n.d.

Q53. Stimuli that are too weak or too brief to be consciously heard or seen may be strong enough to be perceived by one or more receptor cells. This process is called _____.
a. sequential transition
b. subliminal perception
c. sensation
d. sensory adaptation

Answer

Ans: b. subliminal perception

Q54. In the late 1950s Coca-Cola used _____ to try to persuade moviegoers to buy more popcorn and drink more Coke by displaying hidden messages that were not noticeable to the aware conscious.
a. subliminal advertising
b. superluminal perception
c. deceptive promotion
d. perceptual distortion

Answer

Ans: a. subliminal advertising

Q55. Subliminal messaging:
a. Has proven to be effective in selling more products.
b. Has proven to influence attitudes and feelings.
c. May provide new opportunities for modifying antisocial behavior through public awareness campaigns.
d. all of the above

Answer

Ans: d. all of the above

Q56. “Individuals see what they want to see” sums up the whole notion of _____.
a. motivation
b. perception
c. subliminal messaging
d. attitude

Answer

Ans: b. perception

Q57. According to the principles of sensation:
a. Individuals are aware and absorb all stimuli that they are exposed to.
b. Most individuals subconsciously block the receipt of most stimuli.
c. The constant exposure to stimuli keeps us in a semi-disoriented state.
d. both a and c

Answer

Ans: d. both a and c

Q58. Our picture of the world is a product of physical stimuli from the outside environment, and input provided by the individuals themselves in the form of certain predispositions. Which of the following is not one of the predispositions?
a. expectations
b. learning
c. motives
d. sensory receptors

Answer

Ans: a. expectations

Q59. All the following are the three aspects of perception, except:
a. Perceptual selection.
b. Perceptual organization.
c. Perceptual mapping.
d. Perceptual interpretation.

Answer

Ans: c. Perceptual mapping.

Q60. In the context of consumer perception and advertising, in general, _____ is one of the most attention-compelling attributes of a stimulus.
a. content
b. contrast
c. context
d. drama

Answer

Ans: d. drama

Q61. It is important for marketers to design their packages to ensure rapid customer perception because the average package on a supermarket shelf has about _____ to make an impression.
a. 1/10 of a second
b. 2 seconds
c. 10 seconds
d. 1 minute

Answer

Ans: a. 1/10 of a second

Q62. Advertorials and infomercials are attempts from marketers to:
a. Make the reader/viewer think it is part of the editorial/programming.
b. Deceive consumers by offering products of low quality nature.
c. Appeal to the lower class.
d. all of the above

Answer

Ans: c. Appeal to the lower class.

Q63. Stimuli that conflict sharply with expectations often receive more attention than those that conform to expectations. Marketers have been accused of using sexuality in advertising. Which of the following statements is most correct?
a. In ads where sexual content was relevant to the brand, the brands were remembered the least.
b. In ads where sexual content was irrelevant to the brand, the brands were remembered the most.
c. In ads where sexual content was irrelevant to the brand, the ad was remembered but the brand wasn’t.
d. Wherever sexuality was used, the brands were remembered.

Answer

Ans: b. In ads where sexual content was irrelevant to the brand, the brands were remembered the most.

Q64. _____ is a concept related to perception. People actively seek out messages that they find pleasant and actively avoid painful or threatening ones.
a. Selective attention
b. Selective exposure
c. Perceptual defense
d. Perceptual blocking

Answer

Ans: d. Perceptual blocking

Q65. People selectively expose themselves to:
a. ads that they find pleasant.
b. ads that they are sympathetic with.
c. ads that reassure them of the wisdom of their purchase decision.
d. all of the above

Answer

Ans: d. all of the above

Q66. _____ is when consumers have a heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs.
a. Selective attention
b. Selective exposure
c. Perceptual defense
d. Perceptual blocking

Answer

Ans: b. Selective exposure

Q67. Consumers subconsciously screen out stimuli that they find psychologically threatening, even though exposure has already taken place. This is consistent with the perception factor of _____.
a. selective attention
b. selective exposure
c. perceptual defense
d. perceptual blocking

Answer

Ans: c. perceptual defense

Q68. Govt requires tobacco firms to feature graphic health warnings on cigarette packs. In a perception context, this is to try to combat ____ where people no longer pay attention to the warning labels on packets.
a. selective attention
b. selective exposure
c. perceptual defense
d. perceptual blocking

Answer

Ans: d. perceptual blocking

Q69. Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness. This is known as _____.
a. selective attention
b. selective exposure
c. perceptual defense
d. perceptual blocking

Answer

Ans: a. selective attention

Q70. TIVO and VCRs are technologies that consumers have gladly adopted as a way to avoid being bombarded with messages. This protecting oneself from stimuli is knows as _____.
a. selective attention
b. selective exposure
c. perceptual defense
d. perceptual blocking

Answer

Ans: b. selective exposure

Q71. To simplify life, people have a natural tendency to select stimuli from the environment and organize them into groups and perceive them as a unified whole. In a perception context, this is known as _____.
a. perceptual defense
b. perceptual blocking
c. perceptual mapping
d. perceptual organization

Answer

Ans: d. perceptual organization

Q72. Stimuli that contrast with their environment are more likely to be noticed. In accordance with this, people have a tendency to organize their perceptions into _____.
a. groups
b. figure and ground
c. a series of events
d. stereotypes

Answer

Ans: b. figure and ground

Q73. The way people remember telephone and social security numbers is consistent with the fact that people tend to form a better picture of the world using _____.
a. grouping
b. figure and ground
c. a series of events
d. stereotypes

Answer

Ans: c. a series of events

Q74. People have a need for _____. If the stimuli they are exposed to is incomplete, they perceive it as complete by filling in the missing pieces.
a. stereotyping
b. grouping
c. closure
d. exaggeration

Answer

Ans: a. stereotyping

Q75. Marketers successfully use soundtracks of a frequently viewed commercial on radio. They yield similar results from audiences that are familiar with the commercial as would TV viewing because of people’s natural need for _____.
a. stereotyping
b. grouping
c. closure
d. exaggeration

Answer

Ans: b. grouping

Q76. When stimuli are highly ambiguous, an individual will usually:
a. Ignore them.
b. Block them out.
c. Interpret them according to one’s own needs, wishes and interests.
d. Interpret them according to what is socially acceptable.

Answer

Ans: c. Interpret them according to one’s own needs, wishes and interests.

Q77. Some factors distort our perceptions of the world around us. One such factor, _____, serves as expectations of what specific situations, people, or events will be like, when exposed to a certain combination of stimuli.
a. stereotyping
b. jumping to conclusions
c. the halo effect
d. first impressions

Answer

Ans: c. the halo effect

Q78. Marketers are sure to perfect products before introducing them because:
a. First impressions are hard to change.
b. Stereotypes about the company will be confirmed.
c. it is hard to position a defective product.
d. all of the above

Answer

Ans: a. First impressions are hard to change.

Q79. Copywriters are careful to give their most persuasive arguments first, because:
a. People’s memories are short.
b. People’s attention span is short.
c. People jump to conclusions before examining all the relevant evidence.

Answer

Ans: c. People jump to conclusions before examining all the relevant evidence.

Q80. Many times a new product is a success because it is an extension of a successful and trusted brand. This is because people:
a. Create first impressions.
b. Tend to stereotype.
c. Are affected by the halo effect.
d. Jump to conclusions.

Answer

Ans: b. Tend to stereotype.

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