Consumer Behavior Test 2
Which of the following types of consumers are good targets for marketing communications that employ fantasy appeals?
A consumer with a large gap between his real and ideal selves
The ideal self is...
A person's conception of how he or she would like to be
Brand personality does not change over time T/F
False
The minimum difference that can be detected between two stimuli is known as the _____
J.N.D (just noticeable difference)
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 ______
Perceptual defense
Consumers can more easily design their ideal digital selves and even have multiple versions across several platforms. T/F
True
Hedonic consumption refers to the multisensory, fantasy, and emotional aspects of consumers' interactions with products. T/F
True
People use valued objects, cars, homes, and even attachments to sports teams or national monuments to define the self when they incorporate these into the extended self. T/F
True
Self esteem refers to the positivity of a person's self concept T/F
True
Self image congruence models suggest that we choose products when some attributes match an aspect of ourselves, and use those products to determine our own self concept and social identity. T/F
True
Symbolic interactionism maintains that people exist in a symbolic environment; we assign meaning to any situation or object by interpreting the symbols in the environment T/F
True
The self concept refers to the beliefs a person holds about her own attributes ad how she evaluates herself on these qualities. There are typically parts of the self that an individual evaluates more positively than other parts. T/F
True
The symbolic interactionist perspective of the self implies that each of us actually has many selves, and we require a different set of products as props to play each role. T/F
True
The ____ threshold refers to the minimum amount of stimulation that can be detected on a sensory channel.
absolute
Which of the following is NOT one of the three stages of the process of perception?
adaptation
Size, color, position, and novelty are all strategies for creating which of the following?
contrast
The process by which people select, organize, and interpret sensory information is called....
perception
According to Weber's Law, the _____ the initial stimulus, the greater a change must be for people to notice the change.
stronger
_____ occurs when a stimulus is below the level of an individual's awareness.
subliminal perception
Using sensory marketing, companies pay more attention to the impact of which senses on consumer product experiences?
vision, scent, sound, taste, and touch
