CAFF 427 - Consumer Dynamics » Winter 2022 » Chapter 5 Perception

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Question #1
The sensory characteristic of a product that sticks with consumers, helping them to remember the product in a unique way, is called the ________.
A.   schema
B.   interpretant
C.   sensory input
D.   phoneme
Question #2
The process by which people select, organize, and interpret sensations is called ________.
A.   consumption
B.   application
C.   adaption
D.   perception
Question #3
Which term 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.   The principle of similarity
C.   Semiotics
D.   Audio watermarking
Question #4
When Coke weaves a sound into a piece of music, the advertisement is using ________.
A.   sound marketing
B.   sound watermarking
C.   music marketing
D.   audio watermarking
Question #5
Which term refers to sensations that subtly influence how we think about a product?
A.   Respondents
B.   Perception
C.   Hedonic consumption
D.   Context effect
Question #6
Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.
A.   red
B.   blue
C.   yellow
D.   black
Question #7
Companies that think carefully about the impact of sensations on product experiences are practicing ________.
A.   need marketing
B.   want marketing
C.   sensory marketing
D.   hedonic consumption
Question #8
A philosophy that translates customers' feelings into design elements is called ________ engineering.
A.   Sigma
B.   reverse
C.   Kansei
D.   relationship
Question #9
In the Western Culture the color black is often associated with ________.
A.   fear
B.   cult
C.   innocence
D.   mourning
Question #10
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.   referent
B.   embedded
C.   Gestalt
D.   hedonic

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