c2

Attention generally _____ across repeated exposures, and repetition often _____ recall. A. increases; decreases B. decreases; increases C. remains constant; decreases D. remains constant; increases E. increases; increases

b

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent? A. involuntary B. nonvoluntary C. voluntary D. selective E. considered

c

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself? A. individual B. personal C. situational D. stimulus E. inferential

c

Interpretation is generally a relative process rather than absolute, often referred to as _____. A. perceptual lateralization B. adaptation C. perceptual defenses D. selective perception E. perceptual relativity

e

Beverly went to the store to purchase instant hot chocolate mix for her family. A sign near the hot chocolate directed her to a specific aisle where she could purchase marshmallows. This is an example of a(n) _____. A. cross-promotion B. brand extension C. co-brand D. overlay E. simultaneous promotion

a

Carla watches television shows whenever she has time because she uses a digital video recorder to record the shows. When she watches them, she fast-forwards through the commercials, which is known as _____. A. zipping B. zapping C. muting D. exposure E. voluntary exposure

a

Which of the following is a situational factor affecting attention? A. program involvement B. ability C. motivation D. repetition E. isolation

a

_____ represents the density of stimuli in the environment. A. Program involvement B. Clutter C. Repetition D. Intensity E. Isolation

a

Which of the following is NOT considered a stimulus factor affecting attention? A. size B. intensity C. clutter D. position E. isolation

c

_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved. A. Proximity B. Ambush marketing C. Closure D. Inference E. Figure-ground

c

Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____. A. infomercials B. direct-to-consumer advertisements C. advertorials D. infotorials E. product placement

a

A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) _____ stimulus. A. subversive B. sublingual C. lateralized D. subliminal E. unfocused

d

For a period of time, Energizer batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less? A. adaptation level theory B. dual-coding theory C. expectation theory D. wear-out theory E. over-exposure theory

a

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____. A. interpretation B. attitudes C. action D. acceptance E. behavior

a

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____. A. just noticeable difference B. perceptual difference C. discriminatory difference D. inferential difference E. minimal difference

a

Walker was gathering information on plasma and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of _____. A. information overload B. information burnout C. shopping burnout D. giving up E. consumer backlash

a

When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as _____. A. affective interpretation B. consumer inference C. cognitive interpretation D. perceptual interpretation E. perceptual relativity

a

Which of the following is FALSE regarding ad avoidance? A. Females are more likely to avoid ads than males. B. High levels of advertising clutter increase ad avoidance. C. Higher social classes avoid ads more than lower social classes. D. Hectic lifestyles increase ad avoidance. E. Younger consumers avoid ads more than older consumers.

a

Which of the following is an individual characteristic that influences interpretation? A. expectations B. organization C. changes D. proximity E. clutter

a

Which of the following is considered an individual factor affecting attention? A. motivation B. intensity C. clutter D. attractiveness E. isolation

a

Which of the following statements is FALSE regarding situational factors affecting attention? A. Motivation and ability are two major situational factors affecting attention. B.In advertising, consumers pay less attention to a commercial in a large cluster of commercials than they do to one in a smaller set. C. Clutter represents the density of stimuli in the environment. D. Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads. E. Clutter and program involvement are two major situational factors affecting attention.

a

_____ involve(s) the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline. A. Rhetorical figures B. Proximity C. Ambush marketing D. Contextual figures E. Affective interpretation

a

_____ is the emotional or feeling response triggered by a stimulus such as an ad. A. Affective interpretation B. Consumer inference C. Cognitive interpretation D. Perceptual interpretation E. Perceptual relativity

a

_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. A. Attention B. Perception C. Exposure D. Interpretation E. Selection

a

Color and the nature of the programming surrounding the brand's advertisement are examples of _____ present in the situation that can play a role in consumer interpretation independent of the actual stimulus. A. stimulus characteristics B. contextual cues C. situational organization D. stimulus cues E. stimulus traits

b

Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as _____. A. inferential variables B. quality signals C. just noticeable difference cues D. sensory cues E. choice determinants

b

Skippy is a well-known brand of peanut butter that recently introduced a line of snack bars bearing the Skippy name. This is an example of _____. A. co-branding B. a brand extension C. a brand inference D. repetition E. quality signals

b

The physiological ability of an individual to distinguish between similar stimuli is called _____. A. just noticeable difference B. sensory discrimination C. consumer inference D. closure E. expectations

b

The size, shape, and color are specific _____ of the stimulus that can affect interpretation. A. cues B. traits C. elements D. contextual cues E. signals

b

Which of the following is NOT a step in the information-processing model? A. exposure B. comparison C. attention D. interpretation E. memory

b

Which of the following is considered a stimulus factor affecting attention? A. clutter B. position C. motivation D. ability E. all of the above

b

_____ indicates motivation or interest in a specific product category, and it can be temporary or enduring. A. Ability B. Product involvement C. Cognition D. Focused attention E. Interest

b

_____ meaning is the specific meaning assigned a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used. A. Semantic B. Psychological C. Cognitive D. Affective E. Seminal

b

_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category. A. Organization B. Proximity C. Closeness D. Closure E. Affect

b

The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention. A. right brain/left brain lateralization B. subliminal lateralization C. hemispheric lateralization D. interpretation E. affective interpretation

c

Which characteristic of a logo has been found to lead to higher levels of logo liking? A. extremely elaborate B. depicting unusual objects C. symmetrically balanced D. asymmetrically balanced E. extremely simple

c

Which of the following stages of the information-processing model constitute(s) perception? A. exposure B. exposure and attention C. exposure, attention, and interpretation D. exposure, attention, interpretation, and memory E. exposure, attention, interpretation, memory, and action

c

Which of the following statements is TRUE regarding stimulus position and attention with respect to advertising? A. Position effects in advertising are the same regardless of the medium used. B.Ads on the left-hand page receive more attention than those on the right based on how we peruse magazines and newspapers. C.For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad. D. In online contexts, horizontal banners attract more attention than vertical banners. E . In television, the probability of a commercial being viewed and remembered increases as it moves from being the first to air during a break to the last to air.

c

Which of the following statements is TRUE regarding subliminal stimuli? A.Research on messages presented too rapidly to elicit awareness indicates that such messages can actually have a substantial effect. B. There is evidence that marketers are using subliminal messages. C . A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect. D. Subliminal advertising has not been the focus of intense study and public concern. E.Masked symbols, deliberate or accidental, do appear to affect standard measures of advertising effectiveness and can influence consumption behavior.

c

_____ advertising is perhaps the fastest-growing alternative media, allowing for exposure to _____ who tend to avoid traditional media, such as TV. A. Fashion magazine; females age 18-24 B. Grocery store; older consumers age 55+ C. Video game; young males age 18-24 D. Billboard; children age 2-7 E. None of the above

c

_____ is a process whereby stimuli are placed into existing categories of meaning. A. Affective interpretation B. Consumer inference C. Cognitive interpretation D. Perceptual interpretation E. Perceptual relativity

c

_____ is a series of activities by which stimuli are perceived, transformed into information, and stored. A. Perception B. Interpretation C. Information processing D. Perceptual exposure E. Selective exposure

c

_____ is the assignment of meaning to sensations. A. Attention B. Perception C. Interpretation D. Hemispheric lateralization E. Information processing

c

_____ refers to the manner in which the message is presented. A. Position B. Isolation C. Format D. Contrast E. Lateralization

c

According to Nielsen, product placements on TV work best ________. A. when the characters praise the features of the brand B. when an ad for the product appears during the commercial break C. when there are more female than male viewers D. A and B E. all of the above

d

An advertiser that surrounds its ads with positive programming _____. A. is tapping into the isolation effect B. is basing its strategy on figure-ground theory C. is utilizing adaptation level theory D. increases the chances that its information is evaluated in a more positive light E. none of the above

d

Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not, is known as _____. A. gorilla marketing B. tangential marketing C. stealth marketing D. ambush marketing E. product placement

d

The fact that all aspects of the perception process are extremely selective is referred to as _____. A. perceptual selectivity B. sensory screening C. ego defenses D. perceptual defenses E. none of the above

d

When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as _____. A. a direct claim B. deceptive advertising C. interpretation discrepancy D. claim-belief discrepancy E. inferential discrepancy

d

Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store? A. individual factors B. external factors C. transient factors D. situational factors E. nonprogrammatic factors

d

_____ involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background. A. Proximity B. Closure C. Inference D. Figure-ground E. Fore-ground

d

_____ is a drive state created by consumer interests and needs. A. Ability B. Emotion C. Cognition D. Motivation E. Focused attention

d

_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization. A. Proximity B. Rhetorical figures C. Contextual cues D. Organization E. Closure

d

_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears.

d

_____ represents the number of cues in the stimulus field. A. Interestingness B. Contrast C. Expectations D. Information Quantity E. Size/Intensity

d

Swiss Miss instant hot chocolate uses images of Winter Olympic athletic events with athletes and fans warming up to a mug of their instant cocoa. While Swiss Miss is not an official sponsor of the Winter Olympics, consumers viewing the ads might reasonably infer that they were. What type of marketing is this? A. gorilla marketing B. stealth marketing C. product placement D. unethical marketing E. ambush marketing

e

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email- based promotions is often referred to as _____. A. voluntary marketing B. optional marketing C. allowable marketing D. acceptable marketing E. permission-based marketing

e

_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. A. Perception B. Attention C. Interpretation D. Perceptual offense E. Exposure

e