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Consumer Behavior 101 Practice Test: Consumer Perception
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Customer perception is the opinions, feelings, and beliefs customers have a brand. It plays an important role in building customer loyalty and retention as well as brand reputation and awareness.

Consumer Behavior 101 Practice Test: Consumer Perception
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25 Questions

1. Listening to the radio on the way home from work, Paul is particularly aware of an ad for McDonalds because he is getting hungry. This is an example of ________.
2. The essence of successful marketing is the image that a product has in the mind of the consumer, that is, its ________.
3. Marketers take advantage of ________ when they extend a brand name associated with one line of products to another.
4. To simplify life, people have a natural tendency to select stimuli from the environment and organize them into groups and perceive them as a unified whole. In a perception context, this is known as ________.
5. ________ provides value by sharing with consumers the cost savings that the company has achieved by reducing the cost of providing the service
6. The Enthusiast magazine offers a discount over newsstand prices for readers who subscribe for 1 year, and even greater discounts for readers who pay for a 2-year subscription. This is an example of ________.
7. As sensory input ________, our ability to detect changes in input or intensity ________.
8. The point at which a person can detect a difference between something"and "nothing"is that person's ________ for that stimulus. "
9. Two people driving together may spot a billboard at different times. This means they have different ________.
10. Which of the following is true of the relationship between consumers' perceptions and their expectations?
11. A stimulus may be too faint or brief to be consciously seen or heard, such as a deeply embedded or a very briefly flashed image, but may still be perceived by one or more sensory receptor cell. This is called ________.
12. ________ provides value by encouraging long-term relationships with the company that customers view as beneficial.
13. After buying a Mini Cooper, Kate began paying more attention to advertisements for Mini and spent more time on websites reading about how much Mini drivers love their cars. This is an example of ________.
14. Joe passes many billboards on his way to work, but rarely even recognizes that they are there because he is paying attention to the road. By blocking the stimuli of the billboards from his conscious awareness, Joe is engaging in ________.
15. People perceive all stimuli to which they are exposed.
16. Individuals act and react on the basis of ________, not on the basis of ________.
17. In the figure and ground principle of Gestalt psychology, ________.
18. Which of the following is true of selective perception?
19. John drives by the same billboard every day on his way to work. He has seen the billboard so many times, that he no longer notices it. This is an example of ________.
20. Deliberate blurring of figure and ground, as when Absolut Vodka embeds the distinct shape of its bottle in a print image, can result in greater engagement of the audience with the advertisement.
21. Some TV ads decrease sensory input by using silence in their ads to generate attention. This is a form of advertising used in order to overcome ________.
22. Canada requires tobacco firms to feature graphic health warnings on cigarette packs. In a perception context, this is to try to combat ________ where people no longer pay attention to the warning labels on packets.
23. ________ can simply be described as 'how we see the world around us.'
24. In one type of perceptual defense, individuals sometimes unconsciously distort information that is not consistent with their needs, values, and beliefs.
25. When consumers buy the most expensive model to mitigate the risk of purchasing a poorly performing product, they are using ________ to minimize their risk.

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