CB Ch 8 quiz

Affective interpretation is a process whereby stimuli are placed into existing categories of meaning.

False

Clutter refers to the density of stimuli in the environment.

True

A series of activities by which stimuli are perceived, transformed into information, and stored is known as

information processing.

Expectations is an individual characteristic that influences interpretation.

true

_____ holds that, over time, consumers adjust to and quit noticing repeated stimuli.

Adaptation level theory

When the receptor nerves are activated and pass the sensations on to the brain for processing, _____ has occurred.

attention

In most individuals, the left brain appears to control

rational thought and verbal material.

Product involvement indicates motivation or an interest in a specific product category, and it can be temporary or enduring.

true

Advertorials are program-length commercials with an 800 number and/or Web address through which to order or request additional information.

False

Attention generally increases across repeated exposures, and repetition often increases recall.

False

Interpretation occurs when a stimulus is placed within a person's relevant environment and comes within range of their receptor nerves.

False

Perception involves the information-processing stages of

exposure, attention, and interpretation.

Co-branding is when an existing brand extends to a new category with the same name.

false

A method marketers use in response to ad avoidance is known as

product placement

Which of the following factors does NOT determine attention?

the interpretation