ch 8 buyer behavior

An advertiser that surrounds its ads with positive programming

increases the chances that their information is evaluated in a more positive light.

Which of the following is considered an individual factor affecting attention?

motivation

Which characteristic of a logo has been found to lead to higher levels of logo liking?

symmetrically balanced

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

zipping, zapping

__________ refers to the capacity of individuals to attend to and process information.

ability

__________ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

closure

The idea behind __________ is that different parts of our brain are better suited for focused versus nonfocused attention.

hemispheric lateralization

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer

interpretation

What are the major individual factors affecting attention?

motivation and ability

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as

permission based marketing

Which of the following is a situational factor affecting attention?

program involvement

Some people experience emotions more strongly than do others, which is a trait known as

affect intensity

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

decreases, increases

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

exposure

__________ 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.

figure-ground

__________ is a series of activities by which stimuli are perceived, transformed into information, and stored.

information processing

Which of the following is considered a stimulus factor affecting attention?

position

The size, shape, and color are specific __________ of the stimulus that can affect interpretation.

traits

__________ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

attention

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

product involvement

__________ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner.

product placement

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.

stimulus characteristics

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.

subliminal