Chapter 8-11

is separating a stimulus object from other objects

isolation

the minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the

just noticeable difference

what are the major individual factors affecting attention

motivation and ability

the size, shape, and color are specific_____ of the stimulus that can affect interpretation

traits

in which type of motivational conflict must a consumer choose between two attractive alternatives

approach-approach

pavlovs dogs experiment is an example of

classical conditioning

which of the following is not a step in the information processing model?

comparison

Attention is determined by which factor?

The stimulus, the individual, and the situation

A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____.

a need for uniqueness

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

ability

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____.

ad avoidance

high involvement learning often involves

analytical reasoning

what are the two basic forms of conditioned learning

classical and operant

which of the following is considered a dimension of brand personality

competence, ruggedness, and sincerity

Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?

emotional ad

which of the following stages of the information processing model constitutes perception

exposure, attention, and interpretation

Dolly prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait best describes Dolly?

extroversion

Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?

fear appeals

refers to the manner in which the message is presented

format

Which type of learning situation is one in which the consumer is motivated to process or learn the material?

high involvement learning

Appeal Characteristics represents ____ a message is communicated

how

Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.

iconic rote learning

program-length commercials with an 800 number and/or web address through which to order or request additional information are known as

infomercials

represents the number of cues in the stimulus field

information quantity

In which type of learning situation does the consumer have little or no motivation to process or learn the material?

low involvement learning

Motives that are known and freely admitted are called _____.

manifest motives

which of the following is used to understand a consumers cognitive component of attitude

multiattribute attitude model

advertisements or sales messages in which only one point of view is expressed are referred to as

one sided messages

attempts to create an association between a response (eg buying a brand) and some outcome that serves to reinforce the response

operant conditioning

high involvement learning often involves

operant conditioning

skinners box experiment is an example of

operant conditioning

which of the following is not an individual characteristic that influences interpretation

organization

which of the following is considered a stimulus factor affecting attention

position

Two prominent sets of motives under regulatory focus theory are termed _____.

promotion and prevention

consists of trustworthiness and expertise

source credibility

In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?

testimonial ad

How does mere exposure enhance attitudes?

through enhanced familiarity

The source of a communication represents _____.

who delivers the message

Feelings or emotional reactions to an object reflect the _____ component of an attitude.

affective

which component of attitude represents one's tendency to respond in a certain manner toward an object or activity

behavioral

A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.

attitude

Which type of ad directly compares the features or benefits of two or more brands?

comparative ad

which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated

conditioning

which of the following is not a type of cognitive learning

operant

which of the following occurs when a company provides financial support for an event such as the olympics or a concert

sponsorship

occurs when one fast-forwards through a commercial on a prerecorded program______ and involves switching channels when a commercial appears

zipping, zapping

Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.

ambivalent attitude

Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____.

attitude

A set of human characteristics that become associated with a brand is referred to as _____.

brand personality

which of the following is not a way emotional ads may enhance persuasion

by increasing liking of the ad, by increasing attention of the ad and, therefore ad recall, and by increasing product liking through classical conditioning

attempts to create an association between a stimulus (eg brand name) and some response (eg behavior or feeling)

classical conditioning

Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?

cognitive

Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?

consumer ethnocentrism

low involvement learning often involves

iconic rote learning, modeling, classical conditioning

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

information processing

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

interpretation

is the assignment of meaning to sensations

interpretation

Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____ motives.

latent

When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage, is rated one the best cars in terms of safety, and was in a moderate price range. These reasons reflect Jeremy's _____ motives.

manifest

refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms

message framing

is a drive state created by consumer interest and needs

motivation

the energizing force that activates behavior and provides purpose and direction to that behavior is known as

motivation

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

motivation

Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n) _____.

motive

Erin is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel solutions to problems because she tends to "think outside the box." Which core trait best describes Erin?

openness to experience

providing free drink or free samples to encourage consumers consumption is an example of

positive reinforcement

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

Which type of advertisement or sales presentation presents both good and bad points?

two sided messages

Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?

utilitarian appeal

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?

voluntary

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 _____.

zipping