Consumer Behavior Chp 4

Individuals express their need for ________ by organizing their perceptions so that they form a complete picture.

Closure

Which of the following is true of the relationship between consumers' perceptions and their expectations?

Consumers tend to perceive products and product attributes according to their own expectations.

________ refers to consumers' perceptions of all the components of products, services and brands, and to how consumers evaluate the quality of marketers' offerings

Consumers' imagery

Which of the following is NOT an implication of the JND for logos?

Marketers should always try to cross the JND and make dramatic changes.

Products, packages, brand names, advertisements, and commercials are examples of ________.

Stimuli

Which of the following is NOT true about the effect of expectations and motives on perceptions?

Stimuli that conflict sharply with expectations often receive less attention than those that conform to expectations.

________ measures the gaps between customers' expectations of services and their perceptions of the actual service delivered.

The SERVQUAL scale

Jeff wants to switch mobile phone carriers, but is concerned that if he switches, he may have to compare all the different carriers' calling plans again if he experiences a lot of "dropped calls" with his new provider. He is perceiving ________ risk.

Time

________ is the risk that the time and effort spent in product search may be wasted if the product does not perform as expected.

Time Risk

When an ad for Benetton featured the hands of two men — one black and one white — handcuffed together to promote racial harmony, people perceived that a white man was arresting a black man. This is an example of ________.

a consumer stereotype

Which of the following is an illustration of a price discount that would be viewed as most favorable given the "right side effect"?

a discount from $22 to $21

The point at which a person can detect a difference between "something" and "nothing" is that person's ________ for that stimulus.

absolute threshold

Two people driving together may spot a billboard at different times. This means they have different ________.

absolute threshold

Brand names stamped on eggs in supermarkets, featured on video screens in taxis, placed on subway tunnels in between stations, and featured on doctor's examination tables are examples of ________.

ambush marketing

The purpose of institutional advertising is to ________.

boost the corporate image

As sensory input ________, our ability to detect changes in input or intensity ________.

decreases; increases

The minimal difference that can be detected between two similar stimuli is called the ________.

differential threshold

In product placement scenarios, marketers place an advertised product into a TV show or film by having it used by the cast, integrated into the plot, or associated with a character. In product placements, the product is considered the ________ and the show is the ________.

figure; ground

Barry has avoided purchasing a new laptop because prices keep falling and he is worried that, if he buys a laptop today, the same laptop will be cheaper in six months. Barry perceives ________ associated with the purchase of a new laptop.

financial risk

If a mobile phone company, Mobile Power, offers a money-back guarantee to offset concerns that the product will not be worth its cost, it is an attempt to help mitigate consumers' perception of ________.

financial risk

In 2009, the Axe brand launched a line of hair care products to complement its existing assortment of body washes and deodorants, hoping to leverage the Axe brand equity to expand into a new category of men's personal care products. This is an example of a manufacturer taking advantage of ________.

the halo effect

Marketers take advantage of ________ when they extend a brand name associated with one line of products to another.

the halo effect

When stimuli are highly ambiguous, an individual will usually ________.

interpret them according to one's own needs, wishes, and interests

The most widely accepted framework for researching service quality stems from the premise that a consumer's evaluation of service quality is a function of the ________ of the gap between the customer's expectations of service and the customer's assessment of the service actually delivered.

magnitude and direction

Low-risk perceivers have been described as broad categorizers and tend to ________.

make their choices from a wide range of alternatives

Ragu, a spaghetti sauce maker, has decided to launch its most popular sauce flavors in a small pouch format that is more convenient to use. When they choose to launch their most popular sauce flavors, which are "tried and true," instead of new flavors, Ragu is trying to appeal to ________.

narrow categorizers

________ is the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions.

perceived risk

Which of the following is NOT a strategy that helps consumers engage in dissonance reduction when they encounter prices that are significantly different from their expectations?

perceiving the price as within the given acceptable price range

The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is known as ________.

perception

Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness. This is known as ________.

perceptual blocking

Joe passes many billboards on his way to work, but rarely even recognizes that they are there because he is paying attention to the road. By protecting himself from being overwhelmed by the billboards, Joe is engaging in ________.

perceptual blocking

Canada 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.

perceptual defense

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 ________.

perceptual defense

Ragu, a maker of spaghetti sauces, chose to launch some of its most successful flavors in the new pouch packaging format in order to take advantage of ________ to gain quick customer acceptance of the new format.

the halo effect

When consumers buy the most expensive model to mitigate the risk of purchasing a poorly performing product, they are using ________ to minimize their risk.

the price/quality relationship

Which of the following is least likely to convey a fragrance brand's image on its own?

the product's fragrance

Weber's law states that ________.

the stronger the initial stimulus, the greater the second stimulus must be to exceed the JND

Individuals act and react on the basis of ________, not on the basis of ________.

their perceptions; objective reality

Consumers are more likely to view price as an indicator of quality if ________.

they have little information to go on

Why would a brand want to update its image?

to create emotional bonds between brands and consumers

When a product is ________, memory of the ________-related attributes increases.

scented; non-scent

Listening to the radio on the way home from work, Paul is particularly aware of an ad for McDonald's because he is getting hungry. This is an example of ________.

selective attention

After buying a Mini Cooper, Kate began paying more attention to advertisements for Mini and spent more time on websites reading about how much Mini drivers love their cars because she was sympathetic to these messages and found them pleasant. This is an example of ________.

selective exposure

John drives by the same billboard every day on his way to work. He has seen the billboard so many times, that he no longer notices it. This is an example of ________.

sensory adaptation

Some TV ads change sensory input by using silence or louder sounds in their ads to generate attention. This is a form of advertising used in order to overcome ________.

sensory adaptation

Your interpretation of visual and sensory input about polo shirts may be different from your classmate's because perception is ________.

subjective

A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cells. This is called ________.

subliminal perception

In the figure and ground principle of Gestalt psychology, ________.

the ground is usually perceived as indefinite, hazy, and continuous

Which of the following does NOT provoke attention?

Adaptation

Which of the following is true of services?

Services are simultaneously produced and consumed.

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 ________.

Grouping

Which of the following is true of JND?

Increasing prices below consumers' JND is likely to go unnoticed by consumers.

________ is promotion that is designed to promote a company's overall image without overtly referring to specific products.

Institutional advertising

________ are physical characteristics of the product itself, such as size, color, flavor, or aroma.

Intrinsic cues

________ is any price that a consumer uses as a basis for comparison in judging another price.

Perceived price

________ is the customer's view of the value that he or she receives from the purchase

Perceived price

________ can simply be described as "How we see the world around us."

Perception

Lola is concerned about the impact of genetically modified ingredients found in foods on the long-term health of her family members. She is perceiving ________ risk.

Physical

If a consumer is concerned he will be embarrassed when his friends see him with a particular product, he is perceiving ________ risk.

Psychological

________ refers to consumers' heightened awareness of stimuli that meet their needs or interests, and minimal awareness of stimuli irrelevant to their needs.

Selective attention

________ is a concept related to perception. People actively seek out messages that they find pleasant and actively avoid painful or threatening ones.

Selective exposure

________ is/are the immediate and direct response of the sensory organs to stimuli.

Sensation

Which of the following is true of the relationship between consumers' perceptions and their motives?

The stronger the consumer's need, the greater the tendency to pay attention to related stimuli in the environment.

Alice needs a new cell phone, but is anxious about which phone she should buy. Many of her friends own popular phone models but complain about lost calls, short battery life, and poor predictive text functionality. While she has identified several attractive phone models, she doesn't feel like she can really try the phones out in such an artificial setting and is nervous that she might pick a phone that doesn't work as well as she had hoped. Alice perceives ________ associated with the purchase of a new phone.

functional risk

If a cell phone company, Mobile Power, offers a warranty on their phones as an assurance their phones will perform as expected, it is likely an attempt to help mitigate consumers' perception of ________.

functional risk

Ragu, a spaghetti sauce maker, has decided to launch its most popular sauce flavors in a small pouch format that is more convenient to use. When they choose to launch their most popular sauce flavors, which are "tried and true," instead of new flavors, Ragu is seeking to minimize consumers' perception of ________.

functional risk

Sensory adaptation is of concern to national advertisers, who try to continuously change their advertising campaigns. They are concerned that consumers will ________.

get used to their ads

Which of the following is NOT a dimension measured in the SERVQUAL scale?

ignorance