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中山大学吴柏林教授“广告心理学”绝密资料schiffmantif
Chapter 6: Consumer Perception
Multiple Choice Questions:
Miller Lite was introduced with the slogan “everything you want in a beer…and less.” This slogan was a success because:
it contained less beer per serving.
it told people they would gain less weight.
it told people they could drink more beer without feeling full.
it cost less than regular beer.
(c; Difficulty 2, p. 157)
The reason Miller Lite’s “less filling” slogan was a success over Gablinger beer’s “low-calorie” slogan is because:
Miller offered consumers a product benefit while Gablinger’s offered a product attribute.
Miller offered consumer a product attribute while Gablinger’s offered a product benefit.
they were positioned in the same way.
beer drinkers wanted more calories in their beer.
(a; Difficulty 3, p. 157)
For each individual, reality is a totally personal phenomenon, based on all of the following except that person’s:
needs.
wants.
personal experience.
perception of other people’s experience.
(d; Difficulty 1, p. 158)
_____ is defined as the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.
Knowledge
Perception
Motivation
Attitude
(b; Difficulty 2, p. 158)
_____ can simply be described as “how we see the world around us.”
Knowledge
Perception
Motivation
Attitude
(b; Difficulty 2, p. 158)
_____ is(are) the immediate and direct response of the sensory organs to stimuli.
Sensory receptors
Sensation
Sensory input
Sensory adaptation
(b; Difficulty 2, p. 159)
As sensory input decreases, our ability to detect changes in input or intensity _____.
increases
decreases
is not affected
may increase or decrease
(a; Difficulty 2, p. 159)
The lowest level at which an individual can experience a sensation is called the _____.
absolute threshold
differential threshold
just noticeable difference
adaptation level
(a; Difficulty 2, p. 159)
The point at which a person can detect the difference between something and
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