MKT 3323 Chapter 8

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

Attention

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

Exposure

Inner-scope Research recently found that DVR users who zip through TV ads are less "engaged" with the ads than those who did not. T/F

False

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

Information processing

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

Organization

According to the consumer insight in your text, "synners" have a neurological condition that crosses two or more senses. T/F

True

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? - adaptation level theory - dual-coding theory - expectation theory - over-exposure theory - wear-out theory

adaptation level theory

Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even watch because they make her cry. This trait is known as _____. - physiological differentiation - affect intensity - cognitive intensity - psychological differentiation - psychological intensity

affect intensity

Which of the following is NOT considered a stimulus factor affecting attention? - position - size - clutter - intensity - isolation

clutter

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

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

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

infomercials

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

just noticeable difference

The fact that all aspects of the perception process are extremely selective is referred to as _____. - perceptual selectivity - sensory screening - ego defenses - perceptual defenses - none of these

perceptual defenses

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

permission-based marketing

Some people are known as "super tasters" because they have a higher concentration of taste buds compared to normal people. As a result, they tend to dislike the taste of broccoli because they claim it is too bitter. What type of trait is this? - cognitive - affective - mental - psychological - physiological

physiological

Which of the following is considered a stimulus factor affecting attention? - clutter - position - motivation - ability - all of these

position

Which of the following is a situational factor affecting attention? - program involvement - motivation - repetition - isolation - ability

program involvement

Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Google) and searched the key words "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on the results page that were activated based on the terms he used in his search. These banner ads are known as _____. - smart banners - zoned banners - product placement - smart placements - behavioral ads

smart banners

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. - sublingual - subversive - unfocused - subliminal - lateralized

subliminal

Which characteristic of a logo has been found to lead to higher levels of logo liking? - symmetrically balanced - asymmetrically balanced - depicting unusual objects - extremely simple - extremely elaborate

symmetrically balanced