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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. Which of the following products is likely the most difficult to position or differentiate clearly from competition?
2. Two people driving together may spot a billboard at different times. This means they have different ________.
3. ________ creates an overall image of the company around which multiple products can be featured individually.
4. ________ are those prices currently offered at other retail outlets, whereas ________ are those prices retrieved by the consumer from memory.
5. In 2009, the Axe brand launched a line of hair care products to complement its existing assortment of body washes and deodorants, hoping to leverage the Axe brand equity to expand into a new category of men's personal care products. This is an example of a manufacturer taking advantage of ________.
6. Individuals express their need for ________ by organizing their perceptions so that they form a complete picture.
7. 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 ________.
8. Which of the following is true of the relationship between consumers' perceptions and their expectations?
9. 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 ________.
10. In one type of perceptual defense, individuals sometimes unconsciously distort information that is not consistent with their needs, values, and beliefs.
11. As an input for individual perceptions, physical stimuli are provided by individuals themselves in the form of certain predispositions.
12. 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.
13. Which of the following is true of the relationship between consumers' perceptions and their motives?
14. As sensory input ________, our ability to detect changes in input or intensity ________.
15. The marketer's objective is to far exceed consumers' j.n.d. for product improvements in order to engender greater brand loyalty from consumers.
16. According to Weber's law, a consumer will notice a 25 cent rise in the price of a 50 cent product more than a 25 cent rise in the price of a $10 product.
17. When stimuli are highly ambiguous, an individual will usually ________.
18. Consumers need to protect themselves from being bombarded with stimuli by simply tuning out such stimuli from their conscious awareness. This is known as ________.
19. Because services are intangible, image becomes a key factor in differentiating a service from its competition.
20. Whenever a person is stimulated, he or she is consciously aware of the stimulus.
21. Consumers tend to perceive stores that offer a small discount on a large number of items as having lower prices overall than competing stores that offer larger discounts on a smaller number of products.
22. Psychological risk is the risk that a poor product choice may result in social embarrassment.
23. ________ is the risk that the time and effort spent in product search may be wasted if the product does not perform as expected.
24. Sensory adaptation is of concern to national advertisers, who try to continuously change their advertising campaigns. They are concerned that consumers will ________.
25. When forming first impressions, the perceiver typically knows which stimuli are relevant, important, or predictive of later behavior.

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