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chapter 06 - Consumer Behavior 10e(Schiffman/Kanuk Chapter...

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Consumer Behavior, 10e (Schiffman/Kanuk) Chapter 6 Consumer Perception 1) Individuals act and react on the basis of ________, not on the basis of ________. A) objective reality; their previous experiences B) their previous experiences; their perceptions C) their perceptions; objective reality D) their perceptions; their previous experiences E) their previous experiences; peer pressure Answer: C Diff: 1 Page Ref: 154 AACSB: Reflective Thinking Skill: Concept Objective: 6.1: Understand the sensory dynamics of perception 2) Which of the following products is likely the most difficult to position or differentiate clearly from competition? A) soup B) gasoline C) minivans D) gym memberships E) bath towels Answer: B Diff: 2 Page Ref: 154 AACSB: Reflective Thinking Skill: Application Objective: 6.1: Understand the sensory dynamics of perception 3) The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world is known as ________. 1 ScholarStock
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4) ________ can simply be described as "how we see the world around us." 5) ________ is(are) the immediate and direct response of the sensory organs to stimuli. 6) Products, packages, brand names, advertisements, and commercials are examples of ________. A) sensations B) receptors C) realities D) stimuli E) intensities Answer: D Diff: 2 Page Ref: 157 Skill: Application Objective: 6.1: Understand the sensory dynamics of perception 7) As sensory input ________, our ability to detect changes in input or intensity ________. 2 ScholarStock
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8) The point at which a person can detect a difference between "something" and "nothing" is that person's ________ for that stimulus.
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