Multiple Choice Questions

This chapter is about how we make sense of the world around us. Perception is the analytic and synthetic process by which we create an internal world view, and it is this world view that enables us to function in life since it offers us a model of how things work. Perception is actually reality for all of us, even though it is popularly used as a term for being misguided. 

1. Which of the following is TRUE?

  1. We interpret information in a similar way to information we already hold.
  2. Perception is the term given to false or misleading information.
  3. The message is taken at face value.

Answer: A

New information is added to what we already know, and is interpreted accordingly.

2. The part of perception that deals with rejecting unnecessary stimuli is called ______.

  1. subjectivity
  2. categorisation
  3. selectivity

Answer: C

The degree to which the brain selects from the environment.

3. What does Weber’s Law state?

  1. The size of the least detectable change depends on the size of the stimulus.
  2. The scale of the perceptual difference depends on the existing knowledge of the individual.
  3. The individual perception of the stimulus is moderated by the size of the least possible change.

Answer: A

The others are invented.

4. Someone who processes information in terms of touch and movement is called ______.

  1. an auditory processor
  2. a kinaesthetic processor
  3. a visual processor

Answer: B

A learning style in which learning takes place by students carrying out physical activities.

5. Store atmospherics are compiled of the following: ______

  1. politics, brand image, pricing
  2. proxemics, kinesics, paralanguage
  3. proxemics, class, kinesics

Answer: B

6. The model in which the meanings of previous cues are changed by the addition of a new cue is called ______.

  1. the linear averaging model
  2. the configural model
  3. the linear model

Answer: B

The others assume that cues are simply added, without revision of the previous information.

7. Advertising which appears briefly and is intended to avoid the selectivity process is called ______.

  1. subliminal advertising
  2. subconscious advertising
  3. snapshot advertising

Answer: A

The others are inventions.

8. Which of the following is true?

  1. Colour has a limited effect on perception.
  2. Colour has a strong effect on perception.
  3. Colour has the same effect on perception for all human beings.

Answer: B

Colour has different effects in different cultures.

9. Which of the following is true?

  1. Black is the colour of mourning in Japan.
  2. Red always means hot, active and exciting.
  3. Green is the formal colour in Brazil.

Answer: B

It is almost the only colour that has the same meaning across all cultures.

10. Which of the following is true about ‘hyper-reality’?

  1. an inability of unconsciousness to distinguish reality from a simulation or reality
  2. an inability of consciousness to distinguish reality from a simulation or reality
  3. the ability to get very excited about new products 

Answer: B

Web exercise


Why do some people seem fascinated with optical illusions?

How might marketers make use of optical illusions?