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Midterm

Management and Organizational Studies 3321 Study Guide - Midterm Guide: Neuromarketing, Pearson Education, Sensory SystemExam


Department
Management and Organizational Studies
Course Code
MOS 3321
Professor
Scott Connors
Study Guide
Midterm

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1
Copyright © 2017 Pearson Canada Inc.
Consumer Behaviour, 7e (Solomon)
Chapter 2 Perception
1) The process by which stimuli are selected, organized, and interpreted is called:
A) free response.
B) perception.
C) sensation.
D) stream of consciousness.
Answer: B
Type: MC Page Ref: 33
Skill: Concept
Objective: L2-01 Understand the difference between sensation and perception.
2) Daily we are bombarded by a symphony of colours, sounds, and odours. The immediate
response of our receptors to such basic stimuli is called:
A) stream of consciousness.
B) subjectivity.
C) sensation.
D) perception.
Answer: C
Type: MC Page Ref: 33
Skill: Concept
Objective: L2-01 Understand the difference between sensation and perception.
3) According to neuromarketing research, our ultimate preferences for a brand such as Coke over
Pepsi are not only shaped by the taste of the product, they are also influenced by:
A) exposure.
B) sensation.
C) consumption.
D) perception.
Answer: D
Type: MC Page Ref: 33
Skill: Application
Objective: L2-01 Understand the difference between sensation and perception.
4) According to the textbook, smart marketers use ________ to create a competitive advantage.
A) advertising
B) our sensory systems
C) expensive promotions
D) added features
Answer: B
Type: MC Page Ref: 35
Skill: Concept
Objective: L2-01 Understand the difference between sensation and perception.

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

2
Copyright © 2017 Pearson Canada Inc.
5) Marketers contribute to a world overflowing with sensations.
Answer: TRUE
Type: TF Page Ref: 33
Skill: Concept
Objective: L2-01 Understand the difference between sensation and perception.
6) List the five sensory systems.
Answer: sight, sound, smell, taste, and touch
Type: ES Page Ref: 35
Skill: Concept
Objective: L2-01 Understand the difference between sensation and perception.
7) Compare and contrast sensation and perception.
Answer: Sensation is the immediate response of our sensory receptors (those in our eyes, ears,
nose, mouth, and skin) to such basic stimuli as light, colour, and sound. Perception is the
process by which these sensations are selected, organized, and interpreted. The study of
perception focuses on what we add to or take away from these raw sensations as we choose
which to notice and then go about assigning meaning to them.
Type: ES Page Ref: 35
Skill: Concept
Objective: L2-01 Understand the difference between sensation and perception.
8) What is sensation? Give an example.
Answer: Sensation is the immediate response of our sensory receptors (those in our eyes, ears,
nose, mouth, and skin) to such basic stimuli as light, colour, and sound.
One "neuromarketing" study, using brain-scanning (fMRI) technology, found that when no brand
name was presented prior to tasting cola beverages (i.e., consumers relied only on sensation), the
reward centres of the brain lit up and Coke and Pepsi were equally preferred. But, when
explicitly told the brand name before drinking, more consumers preferred Coca-Cola, and an
entirely different part of the brain lit up–the medial prefrontal cortex. This is the area of the brain
responsible for thinking and judging. Learned meanings about the brand influenced consumers'
ultimate perceptions of Coca-Cola.
Thus, based on sensation alone, consumers might equally prefer Pepsi and Coke. However, our
ultimate preferences are also shaped by our perceptions–the way in which we organize, interpret,
and form associations about the brand.
Type: ES Page Ref: 33-34
Skill: Concept
Objective: L2-01 Understand the difference between sensation and perception.

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

3
Copyright © 2017 Pearson Canada Inc.
9) What is the difference between sensation and perception? Give an example of each. Which of
these two constructs is most relevant to marketers and why?
Answer: Sensation is the immediate response of our sensory receptors (those in our eyes, ears,
nose, mouth, and skin) to such basic stimuli as light, colour, and sound. Perception is the
process by which these sensations are selected, organized, and interpreted. The study of
perception focuses on what we add to or take away from these raw sensations as we choose
which to notice and then go about assigning meaning to them.
Most marketers would agree that, oftentimes, perception can be more influential than sensation
in determining consumer preferences.
Students can draw their own example from the book.
Type: ES Page Ref: 33-34
Skill: Concept
Objective: L2-01 Understand the difference between sensation and perception.
10) Vasi, a product manager at Kraft Foods, is reading a focus group report on tests regarding
new ads for Kraft Peanut Butter. He has found that the messages consumers received are
different from what Kraft intended. This is most likely due to:
A) exposure.
B) perception.
C) consumption.
D) hedonism.
Answer: B
Type: MC Page Ref: 34
Skill: Application
Objective: L2-02 Understand that perception is a three-stage process that translates raw stimuli
into meaning.
11) "Sensory inputs" is another term for:
A) the perceptual process.
B) psychological factors.
C) jingles.
D) external stimuli.
Answer: D
Type: MC Page Ref: 34
Skill: Concept
Objective: L2-02 Understand that perception is a three-stage process that translates raw stimuli
into meaning.
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