QUIZ 1 CHAPTER 5 AND 2
2) Many ________ cultures stress the importance of a collective self, in which an individual's identity is derived in large measure from his or her social group. A) Eastern B) American C) Western D) European
A) Eastern
10) A philosophy that translates customers' feelings into design elements is called ________ engineering. A) Kinsei B) Sigma C) relationship D) reverse
A) Kinsei
12) 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
A) absolute
10) Matthew assumes the virtual identity of Vlad the Conqueror and is able to see himself in an online game as an armored attack robot. This visual identity is called a(n) ________. A) avatar B) extended self C) ideal self D) distorted self-image
A) avatar
35) Attributes of self-concept can be described along several dimensions. When Rudi Gonzalez sees himself as handsome, Rudi is using the self-concept dimension of ________ to form his view. A) content B) positivity C) intensity D) esteem
A) content
24) Size, color, position, and novelty are all strategies for creating which of the following? A) contrast B) adaptation C) vigilance D) thresholds
A) contrast
37) Ben Perez is driving along a mountain road. In the distance, he sees a road crew working on a fallen tree that has blocked the highway. When Ben first sees the road crew, which of the following perceptual processes has been engaged? A) exposure B) attention C) adaptation D) interpretation
A) exposure
16) Dorothy's red shoes in the Wizard of Oz (1939) exemplify which of the following concepts of the self? A) extended self B) ideal self C) mirror-image self D) actual self
A) extended self
4) As manufacturing costs decrease and the amount of products that people accumulate goes up, consumers increasingly want to buy things that will provide ________ value. A) hedonic B) Gestalt C) embedded D) referent
A) hedonic
27) A(n) ________ is a particular model, or exemplar, of appearance. A) ideal of beauty B) self-concept C) cathexis D) ideal self
A) ideal of beauty
7) Through the process of ________, people try to "manage" what others think of them by strategically choosing clothing and other products. A) impression management B) self-extension C) self-esteem D) social comparison
A) impression management
19) Processing information from more than one medium at a time is known as ________. A) multitasking B) perceptual hyperactivity C) perceptual chunking D) interactive attention
A) multitasking
32) Virtually any part of the body is fair game for surgical alteration. Alteration of the ________ has become increasingly popular among Japanese consumers interested in their body image. A) navel B) fingers (especially the thumb) C) length of one's foot D) ears
A) navel
21) 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
A) perceptual defense
35) The ________ for a brand guides how a company uses elements of the marketing mix to influence the consumer's interpretation of the brand's meaning in the marketplace relative to its competitors. A) positioning strategy B) Gestalt psychology C) sensory signature D) priming strategy
A) positioning strategy
26) In the process of ________, certain properties of a stimulus evoke a schema. A) priming B) differentiating C) indexing D) perceptual mapping
A) priming
30) A new Green Giant ad campaign relied on the ________ when it used a redesigned package for Green Giant products that showed the Green Giant in a "sea of green." It was felt that the Green Giant products were now unified under a common design banner. A) principle of similarity B) figure-ground principle C) subliminal principle D) closure principle
A) principle of similarity
31) The field of ________ examines the correspondence between signs and symbols and their role in the assignment of meaning. A) semiotics B) psychophysics C) Gestalt D) hyperreality
A) semiotics
38) Nadia Ali loves the feel of her new sweater and the smell of her leather car seats on a crisp fall day. As she passes a billboard, she sees an ad for Baskin-Robbins ice cream and immediately does a U-turn into the shopping center where she knows the famous ice cream store is located. In the above example, Nadia is responding to ________. A) sensory inputs emanating from the external environment B) sensory inputs emanating from the internal environment C) emotional outputs D) decision sequences dictated by sensory outputs
A) sensory inputs emanating from the external environment
34) Historically, people have most closely associated tattoos with ________. A) social outcasts B) members of the ruling class C) members of fraternities and sororities D) members of religious orders
A) social outcasts
8) 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? A) sound symbolism B) audio watermarking C) semiotics D) the principle of similarity
A) sound symbolism
32) From a semiotic perspective, every marketing message has three basic components. Which of those components is the sensory image that represents the intended meaning? A) the sign B) the object C) the interpretant D) the structure
A) the sign
24) Researchers believe that the American gay, lesbian, bisexual, and transgendered (GLBT) market is about the same size as the ________ population in the United States. A) African American B) Asian American C) Hispanic D) Native American
B) Asian American
13) Which of the following best defines what is implied by the symbolic self-completion theory? A) Consumers with low self-esteem tend to buy products that violate their self-concept. B) Consumers who have an incomplete self-definition tend to buy products that complete their identity. C) Consumers delay purchases that conform to their actual self-image until their self-concept is consistent with their social self. D) Consumers select products that conform to their self-image through a process that is largely subconscious.
B) Consumers who have an incomplete self-definition tend to buy products that complete their identity.
28) Our brains tend to relate incoming sensations to others already in memory, based on some fundamental organizational principles. These principles derive from ________, a school of thought that maintains that people interpret meaning from the totality of a set of stimuli rather than from any individual stimulus. A) Freudian psychology B) Gestalt psychology C) Simmons psychology D) the Covey approach
B) Gestalt psychology
12) ________ is the promotional strategy that involves select consumers altering some aspects of their selves to advertise for a branded product. A) Body cathexis B) Identity marketing C) Impression management D) Self extension
B) Identity marketing
5) ________ refers to the positivity of a person's self-concept. A) Social comparison B) Self-esteem C) Self-image D) Self-concept
B) Self-esteem
20) ________ are characteristics and behaviors that people stereotypically associate with one gender or the other. A) Androgynous traits B) Sex-typed traits C) Sexual dimporhic markers D) Body dysmorphias
B) Sex-typed traits
3) Which of the following is NOT one of the three stages of the process of perception? A) interpretation B) adaptation C) attention D) exposure
B) adaptation
18) A society that expects males to pursue ________ goals stresses male self-assertion and mastery. A) communal B) agentic C) androgynous D) self-completion
B) agentic
19) Many societies, such as the United States, have a tendency to expect women to pursue ________ goals and men to pursue ________ goals. A) extended self; self-completion B) communal; agentic C) social class; self-congruence D) androgynous; hierarchical
B) communal; agentic
9) The Sims Online and Webkinz are both examples of ________, part of the growing market of real-time, interactive virtual worlds. A) avatars B) computer-mediated environments C) role identities D) self-image congruence models
B) computer-mediated environments
14) The ________ threshold refers to the ability of a sensory system to detect changes between two stimuli. A) absolute B) differential C) intensity D) relative
B) differential
22) 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
B) habituate
37) Clay often exaggerates his positive qualities on his Facebook updates. He rationalizes the exaggerations by saying, "Who cares what I'm really like anyway?" Clay has separated his ________ self from his ________ self with his exaggerations. A) outer; public B) ideal; actual C) collective; actual D) ideal; looking-glass
B) ideal; actual
1) The idea that each human life is unique rather than a part of a group developed in ________. A) ancient times (between the first and fifth centuries) B) late medieval times (between the eleventh and fifteenth centuries) C) colonial times (between the sixteenth and eighteenth centuries) D) modern times (between the eighteenth and twentieth centuries)
B) late medieval times (between the eleventh and fifteenth centuries)
20) 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
B) perceptual vigilance
36) Lifestyle, attributes, competitors, and quality are all dimensions marketers can use to carve out a brand's ________ in the marketplace. A) sensory signature B) position C) priming D) trade dress
B) position
5) Research has indicated that the color ________ creates feelings of arousal and stimulates appetite. A) blue B) red C) yellow D) black
B) red
29) Men are more likely to use a woman's body shape as a sexual cue. One explanation of this phenomenon is that feminine curves provide evidence of ________. A) compatibility B) reproductive potential C) intellectual capacity D) sociability
B) reproductive potential
18) 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
B) sensory overload
15) 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
B) stronger
17) ________ refers to the extent to which processing activity is devoted to a particular stimulus. A) Exposure B) Perception C) Attention D) Sensation
C) Attention
26) ________ refers to a person's feelings about his or her body. A) Looking-glass self B) Self-concept C) Body cathexis D) Body image
C) Body cathexis
29) ________ roughly means whole, pattern, or configuration; this perspective is best summarized by the saying "The whole is greater than the sum of its parts." A) Freudian traits analysis B) Weber's Law C) Gestalt D) Kinsei
C) Gestalt
16) ________ 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
C) Subliminal perception
30) A Unilever-sponsored survey that asked American women how they felt about their appearance reported which of the following? A) Positive feelings about the self were lowest in ethnic groups such as African American and Hispanic women. B) Older women were more likely to describe themselves as beautiful. C) The majority of respondents believe that our society does not use reasonable standards to evaluate women's beauty. D) The majority of respondents believe that beauty comes from a woman's physical appearance.
C) The majority of respondents believe that our society does not use reasonable standards to evaluate women's beauty.
23) According to the ________ factor leading to adaptation, simple stimuli habituate because they do not require attention to detail. A) exposure B) vigilance C) discrimination D) relevance
C) discrimination
15) The extended self is comprised of ________. A) our actual and ideal selves B) our actual and virtual selves C) external objects we consider a part of us D) our body image and self-esteem
C) external objects we consider a part of us
9) 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? A) visual B) auditory C) haptic D) liminal
C) haptic
25) Which of the following refers to the meanings we assign to sensory stimuli? A) schema B) semiotics C) interpretation D) perception
C) interpretation
13) 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
C) j.n.d. (just noticeable difference)
2) The process by which people select, organize, and interpret sensory information is called ________. A) reception B) awareness C) perception D) sensation
C) perception
34) A common practice among advertisers is to create new relationships between objects and interpretants by inventing new connections between products and benefits. A classic example of this was equating Marlboro cigarettes with the American frontier spirit. Which of the following terms best describes this practice? A) subliminal persuasion B) figure-ground projection C) semiotic relationships D) consumer-modeling connections
C) semiotic relationships
6) The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________. A) phoneme B) schema C) sensory signature D) interpretant
C) sensory signature
21) The title of a popular book once proclaimed that Real Men Don't Each Quiche. Products that take on masculine or feminine attributes are said to be ________. A) agentic B) sexually explicit C) sex-typed D) androgynous
C) sex-typed
17) Which of the following is NOT one of the four levels of the extended self? A) family level B) community level C) social level D) individual level
C) social level
33) A(n) ________ is a sign that relates to a product by either conventional or agreed-on associations. A) icon B) index C) symbol D) schema
C) symbol
11) According to the sociological tradition of ________, relationships with other people play a large part in forming the self. A) self-image congruence B) self-completion theory C) symbolic interactionism D) body cathexis
C) symbolic interactionism
7) Some color combinations come to be so strongly associated with a corporation that they become known as the company's ________. A) position B) signature C) trade dress D) schema
C) trade dress
6) The ideal self is a person's conception of how she ________. A) adapts to play different roles B) imagines others to think of her C) would like to be D) realistically thinks she is
C) would like to be
28) People across all cultures appear to favor physical features that are associated with ________. A) intellect B) wealth C) youth and good health D) confidence
C) youth and good health
31) The U.S. government estimates that ________ of American adults are overweight or obese. A) 25 percent B) 35 percent C) 50 percent D) 66 percent
D) 66 percent
22) ________ refers to the possession of both masculine and feminine traits. A) Heterosexuality B) Homosexuality C) Dysmorphia D) Androgyny
D) Androgyny
25) ________ refers to a consumer's subjective evaluation of his or her physical self. A) Looking-glass self B) Self-concept C) Ideal self D) Body image
D) Body image
8) Consumers who have ________ are particularly good targets for marketing communications that use fantasy appeals. A) self-fulfilling prophecies B) looking-glass selves C) a small gap between their real and ideal selves D) a large gap between their real and ideal selves
D) a large gap between their real and ideal selves
27) When we ________ products, we evaluate them using schemas we typically apply to classify people. A) prime B) filter C) imprint D) anthropomorphize
D) anthropomorphize
36) Shanshea worked hard to finish her engineering degree at M.I.T., and she proudly displays a bumper sticker declaring "M.I.T. Engineer" on her car. This bumper sticker is an example of a(n) ________. A) avatar B) platform C) cathexis D) badge
D) badge
23) According to recent research, which of the following is not one of the three American models of masculine identity? A) breadwinner B) rebel C) man-of-action hero D) communicator
D) communicator
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
D) exposure
4) The ________ summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities. A) actual self B) self-esteem C) self-image D) self-concept
D) self-concept
14) According to ________ models, we choose products with attributes that match some aspect of our selves. A) impression management B) identity marketing C) self-fulfilling prophecy D) self-image congruence
D) self-image congruence
1) The immediate response by our eyes, nose, mouth or fingers to such basic stimuli as light, color, sound, odor and texture is called ________. A) reception B) awareness C) perception D) sensation
D) sensation
39) When a gas station blows "fresh coffee smell" around the gas pumps to tempt customers to come inside for a cup, the gas station is using a form of ________ marketing to influence customers. A) one-on-one B) subliminal C) differentiated D) sensory
D) sensory
33) People in every culture adorn or alter their bodies in some way. Decorating the self serves a number of purposes. Which of the following is NOT one of those purposes? A) to separate group members from non—group members B) to place the individual in the social organization C) to enhance sex-role identification D) to indicate expected life-span
D) to indicate expected life-span
3) "Casual Fridays" in American workplaces encourage the expression of a person's ________. A) virtual self B) dual self C) cultural self D) unique self
D) unique self
