ABDT3503 CIB - C4

What is perception in consumer behavior?

• The final decision-making process in buying a product

• The way people think about a product after purchase

• The process by which individuals select, organize, and interpret stimuli

• The study of consumer emotions

Which law explains the minimal difference that can be detected between two similar stimuli?

• Fechner’s Law

• Weber’s Law

• Maslow’s Law

• Pavlov’s Law

What type of selective perception involves screening out stimuli that are psychologically threatening?

• Selective attention

• Selective exposure

• Perceptual blocking

• Perceptual defense

Which of the following is an example of an intrinsic product cue?

• The product’s aroma

• The brand name

• The product’s price

• The product’s packaging

What is a reference price?

• The final price at which a consumer buys a product

• A price consumers use as a basis for comparison when judging another price

• A fixed price that does not change

• The cost of production for a product

Which of the following is NOT an element of perceived risk?

• Financial risk

• Social risk

• Psychological risk

• Sensory risk

A new energy drink company wants to compete with Red Bull and Monster by branding itself as “the healthiest energy drink on the market.” They emphasize natural ingredients and low sugar in their advertisements.

Question: What type of positioning strategy is the company using?

• Positioning against the competition

• Premier positioning

• Umbrella positioning

• Price-quality positioning

The process of strategically changing a product’s image in consumers’ minds is called _____.

An _____ positioning is a statement describing the universal benefit of a company’s offerings.

Emily loves perfume and regularly buys her favorite brand. One day, the brand slightly changes its formula, but Emily does not notice the difference. However, when the company significantly increases the fragrance concentration, she realizes the change.

Question: Which psychological concept explains why Emily only noticed the second change?

• Selective attention

• Absolute threshold

• Just noticeable difference (JND)

• Sensory blocking