Chapter 8 consumer behavior

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 is considered a stimulus factor affecting attention? A. clutter B. position C. motivation D. ability E. alloftheabove

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

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

C

The fact that all aspects of the perception process are extremely selective is referred to as _____. A. perceptualselectivity B. sensoryscreening C. egodefenses D. perceptualdefenses E. noneoftheabove

D

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

B

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

D

Product placement is subliminal.

F

Attention is determined by three factors: the stimulus, the individual, and the situation.

T

Consumer motivation and ability are the major individual factors affecting attention.

T

Attention is determined by which factor? A. thestimulus B. theindividual C. thesituation D. AandB E. A,B,andC

E

The information processing model has four major steps or stages: exposure, attention, interpretation, and memory.

T

Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent? A. exposure B. attention C. interpretation D. memory E. action

A

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____. A. interpretationB. attitudesC. actionD. acceptanceE. behavior

A

Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual due to that individual's high existing knowledge? A. involvement B. brand familiarity C. brand equity D. contrast

B

_____ is separating a stimulus object from other objects. A. Positioning B. Isolation C. Formatting D. Contrasting E. Lateralization

B

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

C

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

C

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

C

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

D

_____ 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. Perceptualoffense E. Exposure

E

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

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

C

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

A

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

_____ advertising is perhaps the fastest-growing alternative media, allowing for exposure to _____ who tend to avoid traditional media, such as TV. Fashion magazine; females age 18-24 Grocerystore;olderconsumersage55+ Video game; young males age 18-24 Billboard; children age 2-7 Noneoftheabove

C

_____ refers to the capacity of individuals to attend to and process information. A. Intelligence B. IQ C. Ability D. Aptitude E. Motivation

C

Format refers to the placement of an object in physical space or time.

F

The right side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening.

F

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

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____. A. exposure avoidance B. selective perception C. selective interpretation D. exposureavoidance E. ad avoidance

E

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. voluntaryexposure

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

Ron owns a small retail establishment and is seeking your advice regarding getting shoppers' attention in the store. What should you recommend to Ron to help him get shoppers' attention? A. Ron should use cool colors, such as blues and grays, for displays. B. Ron should not use large displays because that can overwhelm shoppers. C. Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors. D. Ron should use displays with as much information as possible because shoppers will be able to attend to all of it. E. Ron should not use displays with moving parts because they will distract shoppers.

C

Which of the following statements is FALSE regarding stimulus factors and attention? A. Larger stimuli are more likely to be noticed than smaller ones. B. Stimuli with greater intensity(e.g.,loudness, brightness, length)are more likely to be noticed than less-intense stimuli. C. Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time. D. Individuals tend to be attracted to pleasant stimuli and repelled by unpleasant stimuli. E. Consumers pay more attention to stimuli that contrast with their background than to stimuli that blend with it.

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

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

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. transientfactors D. situational factors E. nonprogrammatic factors

D

_____ 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. A. Ad integration B. Product integration C. Brandintegration D. Product placement E. Product synergy

D

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products? A. ability B. informationquantity C. interestingness D. expectations E. motivation

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

What are the major individual factors affecting attention? A. needsandwants B. hemispheric lateralization and interpretation C. motivation and needs D. exposure and interpretation E. motivation and ability

E

High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad.

F

Reasoned-action theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less.

F