1. What is the difference between sensation and perception?
a. Sensation is the process by which people select, organize, and interpret; perception is the immediate
response of our sensory receptors
b. Perception is the process by which people select, organize, and interpret; sensation is the immediate
response of our sensory receptors
c. Sensation is a tangible object; perception is something that customers buy
d. Perception is earned; sensation is bought
Answer: b
2. What is a company's trade dress?
a. When a company trades with another company in hopes to increase sales
b. When a company addressees issues that hurt their reputation
c. Color combinations that are closely associated with a company
d. The trade route that a company uses
Answer: c
3. What is true about the sense of touch?
a. Customers feel more confident about purchasing an item after physically examining it
b. Touch creates a greater attachment between customers and products
c. One drawback of online sellers is that their customers cannot touch the products before buying
d. All of the above
Answer: d
4. What is absolute threshold?
a. A great name for a rock band
b. The maximum amount of stimulation a person can detect on a given sensory channel
c. The minimum amount of stimulation a person can detect on a given sensory channel
d. A stimulus below the level of a consumer’s awareness
Answer: C
5. Which of the following is an instance of the closure principle?
a. Reading a neon sign with letters out
b. Finishing a jingle when the tune cuts off
c. Both A and B
d. Neither A or B
Answer: c
6. Which of these is NOT a factor that can lead to adaptation?
a. Position
b. Intensity
c. Discrimination
d. Relevance
Answer: a
7. Which of the following is a positioning strategy?
a. Price Leadership
b. Product Class
c. Quality
d. All of the above
Answer: d
8. We process fragrance cues and experience immediate emotions in the _______?
A. Amygdala System
B. Limbic System
C. Enthorinal Cortex
D. Orbitofrontal Cortex
Answer: B
9. Referring back to the example of how Movie Advertisers lack of control of customers, distance and
position of a screen. How are audiences typically exposed to subliminal messages according to the book?
A. Only a small portion is exposed - in exactly the right seats
B. A large portion in exposed- in the wrong seats
C. Small portion is exposed
D. No message is clearly portrayed.
Answer: A
10. What is sensory marketing?
A. Marketing based on consumers senses and market.
B. It is an "Ad Hominem"
C. Deals with relationship marketing
D. Companies pay attention to impact of sensations
Answer: D