Quiz 9 Ch.8 Consumer Behavior

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

Ability

Which of the following is FALSE regarding ad avoidance?

Females are more likely to avoid ads than males

which of the following statements is FALSE regarding situational factors affecting attention?

Motivation and ability are two major situational factors affecting attention.

____ meaning is the conventional meaning assigned to a word such as found in the dictionary.

Semantic

Attention is determined by which factor

a, b, and c

Beverly went to the store to purchase instant hot chocolate mix for her family. A sign near the hot chocolate directed her to a specific aisle where she could purchase marshmallows. This is an example of a(n) _____.

cross-promotion

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

interpretation

Which 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?

left

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

position

Which of the following is a situational factor affecting attention?

program involvement

Dual-branding is an alliance where two brands are put together on a single product.

False

_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

Proximity

_____ advertising is perhaps the fastest growing alternative media, allowing for exposure to _____ who tend to avoid traditional media, such as TV.

Video game, young males age 18-24

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

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.

False

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

True

Stimulus characteristics affecting interpretation include traits, organization, and changes.

True

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

True

Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____.

infomercials

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

traits