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.   sensory input
C.   interpretant
D.   phoneme
Question #2
The process by which people select, organize, and interpret sensations is called ________.
A.   consumption
B.   perception
C.   application
D.   adaption
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.   The principle of similarity
B.   Sound symbolism
C.   Audio watermarking
D.   Semiotics
Question #4
When Coke weaves a sound into a piece of music, the advertisement is using ________.
A.   music marketing
B.   audio watermarking
C.   sound watermarking
D.   sound marketing
Question #5
Which term refers to sensations that subtly influence how we think about a product?
A.   Perception
B.   Context effect
C.   Hedonic consumption
D.   Respondents
Question #6
Research has indicated that the color ________ creates feelings of arousal and stimulates appetite.
A.   blue
B.   red
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.   reverse
B.   Kansei
C.   relationship
D.   Sigma
Question #9
In the Western Culture the color black is often associated with ________.
A.   innocence
B.   fear
C.   mourning
D.   cult
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.   hedonic
B.   embedded
C.   Gestalt
D.   referent

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