The Science of Sensory Marketing and Brand Experience | MCQs with Answers
Q1. Sensory marketing primarily influences consumers through
A. Rational persuasion
B. Price comparison
C. Subconscious sensory cues
D. Legal messaging
Answer: C
Q2. Which sense has a direct neurological link to memory and emotion?
A. Vision
B. Hearing
C. Touch
D. Smell
Answer: D
Q3. The Hershey’s Kiss example best demonstrates
A. Cost leadership
B. Functional differentiation
C. Sensory-driven product personality
D. Economies of scale
Answer: C
Q4. The difference between sensation and perception lies in
A. Physical stimulus vs interpretation
B. Marketing vs branding
C. Conscious vs unconscious choice
D. Price vs value
Answer: A
Q5. Amplified engine sounds in cars mainly enhance
A. Fuel efficiency
B. Safety perception
C. Sportiness perception
D. Durability
Answer: C
Q6. Sensory marketing primarily helps brands overcome
A. High production costs
B. Advertising clutter
C. Distribution inefficiency
D. Regulatory barriers
Answer: B
Q7. The concept that bodily sensations influence decision-making is known as
A. Rational choice theory
B. Classical conditioning
C. Embodied cognition
D. Prospect theory
Answer: C
Q8. Which of the following best defines sensory marketing?
A. Marketing based only on visual appeal
B. Marketing that persuades using price discounts
C. Marketing that engages senses to affect perception and behavior
D. Marketing focused on brand loyalty programs
Answer: C
Q9. Hershey’s Kiss differs from a chocolate slab mainly due to
A. Ingredient composition
B. Price difference
C. Sensory cues and product form
D. Shelf placement
Answer: C
Q10. Sensory marketing messages are perceived as more credible because
A. They are legally regulated
B. They avoid emotional appeals
C. Consumers infer meaning themselves
D. They use celebrity endorsements
Answer: C
Q11. Which sense is most underutilized by many firms according to the note?
A. Vision
B. Smell
C. Sound
D. Touch
Answer: B
Q12. Potato chips are designed larger than the mouth primarily to
A. Increase consumption quantity
B. Reduce choking risk
C. Enhance crunch sound perception
D. Reduce production cost
Answer: C
Q13. The amplified crunch sound of chips increases perceived
A. Saltiness
B. Freshness
C. Sweetness
D. Spiciness
Answer: B
Q14. BMW routing engine sound through speakers mainly aims to
A. Reduce engine noise
B. Improve fuel efficiency
C. Enhance sporty perception
D. Increase safety
Answer: C
Q15. The term “sensory signature” refers to
A. Legal trademark documents
B. A consistent sensory cue uniquely linked to a brand
C. Packaging instructions
D. Customer feedback tools
Answer: B
Q16. Tiffany’s robin-egg blue box primarily evokes
A. Affordability
B. Luxury and romance
C. Technological superiority
D. Durability
Answer: B
Q17. Christian Louboutin’s red sole is an example of
A. Visual clutter
B. Functional design
C. Sensory signature
D. Cost leadership
Answer: C
Q18. Sensory signatures help brands mainly by increasing
A. Advertising frequency
B. Price sensitivity
C. Recognition and emotional attachment
D. Market saturation
Answer: C
Q19. The Proust phenomenon is associated with
A. Visual memory
B. Auditory learning
C. Olfactory-triggered memory
D. Tactile sensitivity
Answer: C
Q20. Smell has a strong impact on memory because
A. It requires conscious processing
B. It bypasses the brainstem
C. It directly connects to emotion and memory centers
D. It is culturally learned
Answer: C
Q21. Research shows humans can distinguish approximately how many scents?
A. 100
B. 1,000
C. 10,000
D. 100,000
Answer: C
Q22. Scent-enhanced products improve memory primarily through
A. Repetition
B. Logical processing
C. Neural encoding and retrieval
D. Visual association
Answer: C
Q23. A pine-scented pencil led to better recall of product attributes after
A. One day
B. Three days
C. One week
D. Two weeks
Answer: D
Q24. The smell-memory effect can be partially restored by
A. Visual reminders
B. Price promotions
C. Reintroducing the original scent
D. Increasing ad frequency
Answer: C
Q25. Listerine’s burning sensation increases perceived
A. Flavor quality
B. Brand warmth
C. Product effectiveness
D. Environmental safety
Answer: C
Q26. The withdrawal of Listerine Zero occurred because consumers
A. Found it ineffective
B. Found it too expensive
C. Did not feel it was “working”
D. Preferred herbal products
Answer: C
Q27. Adding sound to vacuum cleaners primarily affects perception of
A. Weight
B. Noise pollution
C. Power and efficiency
D. Durability
Answer: C
Q28. Making automated voices more human can reduce perceived accuracy when
A. Feedback is positive
B. Feedback is neutral
C. Feedback is technical
D. Feedback is automated
Answer: A
Q29. Humans expect human-like voices to be
A. Harsh and critical
B. Polite and encouraging
C. Technically precise
D. Emotionless
Answer: B
Q30. Negative feedback from a human-like voice is perceived as more accurate because
A. Humans rarely give negative feedback
B. Machines lack emotion
C. Humans are unbiased
D. Machines are distrusted
Answer: A
Q31. Product orientation matching handedness increases
A. Visual clarity
B. Brand awareness
C. Mental interaction
D. Price sensitivity
Answer: C
Q32. Increased mental interaction leads to higher
A. Advertising recall
B. Purchase intention
C. Brand switching
D. Complaint rates
Answer: B
Q33. Touch-based devices increase purchase likelihood because they
A. Reduce transaction time
B. Encourage haptic interaction
C. Display better images
D. Lower prices
Answer: B
Q34. Airport restaurants using iPad ordering observed increased sales of
A. Healthy foods
B. Main courses
C. Appetizers and desserts
D. Beverages
Answer: C
Q35. Ads emphasizing multiple senses result in
A. Confusion
B. Lower taste ratings
C. Higher sensory perception
D. Reduced brand recall
Answer: C
Q36. Sensory-focused ads can change
A. Product formulation
B. Consumer income
C. Sensory experience itself
D. Distribution reach
Answer: C
Q37. The endowment effect suggests consumers value products more when they
A. Compare alternatives
B. See discounts
C. Feel ownership
D. Read reviews
Answer: C
Q38. Touch increases purchase likelihood because it creates
A. Price anchoring
B. Emotional arousal
C. Perceived ownership
D. Cognitive overload
Answer: C
Q39. Haptic imagery refers to
A. Visual branding
B. Imagined touch
C. Sound symbolism
D. Olfactory recall
Answer: B
Q40. Touchscreens increase product valuation compared to PCs because
A. They load faster
B. They enable tactile interaction
C. They show larger images
D. They reduce effort
Answer: B
Q41. Sensory marketing can increase compliance by
A. Threatening penalties
B. Changing environmental cues
C. Offering incentives
D. Increasing surveillance
Answer: B
Q42. Public toilets redesigned like home bathrooms resulted in
A. Increased usage
B. Reduced costs
C. Cleaner behavior
D. Faster exits
Answer: C
Q43. Classical music in metros is used primarily to
A. Improve acoustics
B. Increase ticket sales
C. Discourage loitering
D. Reduce stress
Answer: C
Q44. Neuro-marketing studies focus on
A. Conscious brand recall
B. Neural responses to stimuli
C. Sales forecasting
D. Market segmentation
Answer: B
Q45. fMRI helps marketers understand
A. Income levels
B. Brain activation patterns
C. Social influence
D. Cultural norms
Answer: B
Q46. Neuro-marketing insights have been applied to
A. Supply chain design
B. Celebrity endorsement evaluation
C. Pricing regulation
D. Inventory management
Answer: B
Q47. Seeing a familiar celebrity triggers the release of
A. Cortisol
B. Insulin
C. Dopamine
D. Melatonin
Answer: C
Q48. A major ethical concern with sensory marketing is
A. Increased costs
B. Consumer manipulation
C. Brand dilution
D. Technology dependence
Answer: B
Q49. Sensory marketing should be practiced within
A. Maximum persuasion limits
B. Ethical marketing boundaries
C. Legal loopholes
D. Competitive secrecy
Answer: B
Q50. Managers should first identify
A. Competitor prices
B. Existing sensory strengths
C. Market size
D. Advertising budgets
Answer: B
Q51. Overstimulating all senses simultaneously may lead to
A. Stronger loyalty
B. Sensory overload
C. Better recall
D. Premium pricing
Answer: B
Q52. Effective sensory marketing requires alignment with
A. Product essence
B. Market trends
C. Competitor actions
D. Seasonal demand
Answer: A
Q53. Lemon scent in detergents conveys
A. Freshness and cleanliness
B. Luxury
C. Safety
D. Strength
Answer: A
Q54. Singapore Airlines’ signature scent aimed to evoke
A. Speed
B. Masculinity
C. Luxury and comfort
D. Technological leadership
Answer: C
Q55. Molecular gastronomy enhances value by
A. Reducing calories
B. Lowering costs
C. Creating novel sensory experiences
D. Improving nutrition
Answer: C
Q56. High prices at molecular gastronomy restaurants are justified by
A. Brand name alone
B. Taste only
C. Total sensory experience
D. Ingredient scarcity
Answer: C
Q57. Sensory science departments focus on
A. Market research surveys
B. Sensory perception testing
C. Sales analytics
D. Media planning
Answer: B
Q58. In sensory marketing, the product should
A. Be explained through ads
B. Communicate its own value
C. Compete mainly on price
D. Avoid emotional appeal
Answer: B
Q59. Sensory marketing shifts competition away from
A. Innovation
B. Quality
C. Price wars
D. Branding
Answer: C
Q60. Sensory cues are harder to imitate because they are
A. Regulated
B. Costly
C. Deeply tied to perception and memory
D. Technology-based
Answer: C
Q61. Cultural differences affect sensory perception of
A. Price
B. Color and symbolism
C. Brand loyalty
D. Discounts
Answer: B
Q62. Gold interiors signal luxury more strongly in
A. Europe
B. USA
C. India and China
D. Australia
Answer: C
Q63. Sensory marketing can also be used internally to build
A. Cost efficiency
B. Organizational culture
C. Market share
D. Legal compliance
Answer: B
Q64. Facebook’s movable furniture symbolizes
A. Cost control
B. Hierarchy
C. Adaptability
D. Stability
Answer: C
Q65. Contradictory sensory cues may result in
A. Higher curiosity
B. Mixed brand signals
C. Stronger recall
D. Premium positioning
Answer: B
Q66. An angular cheese shape may be perceived as
A. Sweeter
B. Sharper in taste
C. Creamier
D. Fresher
Answer: B
Q67. Sensory marketing works largely because consumers
A. Analyze claims
B. Trust advertisements
C. Respond subconsciously
D. Seek discounts
Answer: C
Q68. Sensory cues often bypass
A. Memory systems
B. Rational resistance
C. Emotional processing
D. Brand awareness
Answer: B
Q69. Sensory branding is most effective when it is
A. Short-term
B. Random
C. Consistent
D. Aggressive
Answer: C
Q70. The future of marketing increasingly relies on
A. More advertising
B. Lower prices
C. Product-based implicit communication
D. Wider distribution
Answer: C
Q71. Sensory marketing is applicable in
A. Only retail
B. Only services
C. Both online and offline environments
D. Only luxury markets
Answer: C
Q72. Online environments can simulate touch through
A. Discounts
B. Haptic imagery
C. Text descriptions
D. Color contrast
Answer: B
Q73. Touch interfaces influence perception because
A. They reduce effort
B. They increase ownership feelings
C. They show better images
D. They speed checkout
Answer: B
Q74. Sensory marketing research integrates
A. Economics and law
B. Psychology and neuroscience
C. Accounting and finance
D. Operations and logistics
Answer: B
Q75. Sensory marketing mainly enhances
A. Functional utility
B. Emotional and experiential value
C. Legal compliance
D. Cost leadership
Answer: B
Q76. A key managerial mistake is
A. Ignoring vision
B. Overloading senses
C. Using scent
D. Using sound
Answer: B
Q77. Sensory cues are most effective when they are
A. Loud
B. Obvious
C. Subtle
D. Aggressive
Answer: C
Q78. Products with strong sensory identity face
A. Higher price sensitivity
B. Lower differentiation
C. Reduced price competition
D. Shorter life cycles
Answer: C
Q79. Sensory marketing helps build
A. Transactional relationships
B. Emotional bonds
C. Regulatory compliance
D. Operational efficiency
Answer: B
Q80. The ultimate goal of sensory marketing is to
A. Increase ad spend
B. Lower prices
C. Shape perception and behavior
D. Increase shelf space
Answer: C
Q81. Sensory cues often act as
A. Explicit claims
B. Implicit communications
C. Legal messages
D. Price signals
Answer: B
Q82. Sensory experiences are strongly linked to
A. Logical reasoning
B. Long-term memory
C. Short-term attention
D. Price evaluation
Answer: B
Q83. A strong sensory brand is difficult to imitate because
A. It is patented
B. It is expensive
C. It is embedded in experience
D. It is exclusive
Answer: C
Q84. Sensory marketing reduces reliance on
A. Distribution
B. Advertising persuasion
C. Innovation
D. Quality control
Answer: B
Q85. Sensory marketing primarily appeals to
A. Conscious evaluation
B. Subconscious processing
C. Logical deduction
D. Price comparison
Answer: B
Q86. Sensory cues can make invisible products feel
A. Cheaper
B. Risky
C. Tangible
D. Complex
Answer: C
Q87. Sensory branding is most effective when reinforced
A. Occasionally
B. Randomly
C. Consistently over time
D. Only during launch
Answer: C
Q88. Sensory marketing enhances differentiation by
A. Changing functionality
B. Altering perception
C. Lowering cost
D. Increasing advertising
Answer: B
Q89. Ethical sensory marketing requires
A. Maximum influence
B. Consumer awareness
C. Transparency and responsibility
D. Competitive secrecy
Answer: C
Q90. Sensory marketing is best described as
A. A promotional tactic
B. A pricing strategy
C. A holistic design philosophy
D. A distribution method
Answer: C
Q91. Sensory overload may cause consumers to
A. Buy more
B. Ignore cues
C. Feel confusion
D. Increase loyalty
Answer: C
Q92. Sensory cues work best when aligned with
A. Consumer income
B. Brand personality
C. Market size
D. Sales targets
Answer: B
Q93. Sensory marketing contributes most to
A. Short-term sales spikes
B. Long-term brand equity
C. Inventory turnover
D. Cost efficiency
Answer: B
Q94. Implicit communication is often more effective than advertising because
A. It is cheaper
B. It is subconscious
C. It is regulated
D. It is visual
Answer: B
Q95. Sensory marketing encourages consumers to
A. Analyze features
B. Feel experiences
C. Compare prices
D. Read reviews
Answer: B
Q96. The role of neuroscience in marketing is to
A. Predict profits
B. Observe brain responses
C. Replace surveys
D. Reduce costs
Answer: B
Q97. Sensory marketing is especially useful when products are
A. Highly regulated
B. Easily comparable
C. Difficult to differentiate functionally
D. Custom-made
Answer: C
Q98. Sensory cues are most effective when they are
A. Inconsistent
B. Multisensory but coherent
C. Overwhelming
D. Random
Answer: B
Q99. Sensory marketing ultimately helps firms shift focus from
A. Design to price
B. Price to experience
C. Innovation to imitation
D. Branding to promotion
Answer: B
Q100. Sensory marketing succeeds because it aligns
A. Product, perception, and emotion
B. Cost and profit
C. Supply and demand
D. Advertising and regulation
Answer: A
Q101. Sensory marketing is most effective when consumer involvement is
A. Extremely high and analytical
B. Moderately low and experiential
C. Completely rational
D. Legally constrained
Answer: B
Q102. Which sensory cue is most likely to influence perceptions without requiring focused
attention?
A. Detailed product brochures
B. Price comparison charts
C. Product shape and texture
D. Written warranty terms
Answer: C
Q103. The concept that products can “find their own voice” implies that
A. Products replace salespeople
B. Products communicate implicitly through sensory cues
C. Advertising becomes unnecessary
D. Consumers stop evaluating alternatives
Answer: B
Q104. Which of the following best illustrates cross-modal sensory influence?
A. Color affecting brand recall
B. Sound influencing taste perception
C. Touch increasing ownership
D. Smell triggering memory
Answer: B
Q105. A firm adding a signature scent to all customer touchpoints is primarily attempting to
build
A. Short-term trial
B. Price competitiveness
C. Long-term brand memory
D. Functional differentiation
Answer: C
Q106. Sensory marketing reduces consumer skepticism mainly because
A. It avoids explicit claims
B. It uses celebrity endorsements
C. It relies on rational arguments
D. It emphasizes discounts
Answer: A
Q107. Which managerial action best reflects a strategic sensory marketing approach?
A. Adding multiple sensory cues to every product
B. Copying competitors’ sensory designs
C. Selecting sensory elements aligned with brand essence
D. Maximizing sensory intensity
Answer: C
Q108. Sensory cues are harder for competitors to imitate primarily because they are
A. Patented
B. Cost-intensive
C. Embedded in perception and experience
D. Technology-driven
Answer: C
Q109. In sensory marketing, consumer persuasion is mainly
A. Cognitive and deliberate
B. Emotional and subconscious
C. Informational and factual
D. Promotional and price-based
Answer: B
Q110. Sensory marketing is particularly valuable in markets where products are
A. Highly customized
B. Rare and exclusive
C. Functionally similar
D. Technologically complex
Answer: C
Sensory marketing, consumer perception, brand experience, sensory branding, neuro marketing, embodied cognition, product design, subconscious marketing, consumer behavior, multisensory experience
