Exam Name___________________________________ MULTIPLE CHOICE.

Choose the one alternative that best completes the statement or answers the question. 1) 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 ________. 1) _______ A) perceptual organization B) perceptual differentiation C) selective exposure D) selective attention E) perceptual defense 2) ________ is a concept related to perception. People actively seek out messages that they find pleasant and actively avoid painful or threatening ones. 2) _______ A) Perceptual organization B) Selective attention C) Selective exposure D) Perceptual blocking E) Perceptual defense 3) ________ can simply be described as "how we see the world around us." 3) _______ A) Attitude B) Perception C) Understanding D) Knowledge E) Motivation

4) Packaging, pricing, and advertising are examples of ________. 4) _______ A) product references B) objective characteristics C) consumer expectations D) extrinsic characteristics E) intrinsic characteristics 5) ________ is(are) the immediate and direct response of the sensory organs to stimuli. 5) _______ A) Sensation B) Sensory input C) Sensory receptors D) Sensory blocking E) Sensory adaptation 6) Sensory adaptation is of concern to national advertisers, who try to continuously change their advertising campaigns. They are concerned that consumers will ________. 6) _______ A) get used to their ads B) become more attuned to competing advertising C) not understand their ads as intended D) get bored of their ads E) develop negative reactions to their ads SAUCE MINI CASE: In 2008, Ragu launched an assortment of its commercially successful sauces in microwavable pouches and promoted them as a way for busy moms to serve a healthful, fast, home-cooked meal to their children while minimizing the mess of cooking by eliminating the need for a second pot to heat the pasta sauce. The pouches held fewer servings of sauce and were slightly more expensive per ounce than the traditional jars that made up their sauce line. 7) In the SAUCE MINI CASE, Ragu 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.

7) _______

A) perceptual mapping B) Gestalt psychology C) consumers' need for closure D) selective exposure E) the halo effect 8) In the figure and ground principle of Gestalt psychology, ________. 8) _______ A) figure-and-ground relationships are always interpreted in the same way B) figure typically appears to be subordinate to ground and, therefore, less important C) the common line that separates the figure and the ground is generally attributed to the ground D) the ground is usually perceived as indefinite, hazy, and continuous E) the ground is usually perceived as distinct and central to the image 9) Which of the following is true of the relationship between consumers' perceptions and their expectations? 9) _______ A) What consumers expect to see is completely dependent on their previous first-hand experience with the particular product or advertising medium. B) Ads with irrelevant sexuality generally lead to better recall of the product advertised due to the attentiongetting nature of the sexual content. C) Stimuli that align closely with expectations tend to receive more attention than those that conflict sharply with expectations. D) People tend to make observations and arrive at conclusions completely independent of their expectations. E) Consumers tend to perceive products and product attributes according to their own expectations. 10) 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 ________. 10) ______ A) perceptual blocking B) physical appearances C) the halo effect D) perceptual blocking E) the persistence of first impressions

1) E 2) C 3) B 4) D 5) A 6) A 7) E 8) D 9) E 10) C