buyer behavior test 3

Currently, what percentage of U.S. households has a DVR?

50 percent

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

Ability

Consumer-generated content helps brands do which of the following?

All of these choices are correct

Which of the following is not a situational characteristic influencing interpretation?

All of these choices are situational characteristics influencing interpretation.

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

Closure

__________ 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

__________ is separating a stimulus object from other objects.

Isolation

__________ is a drive state created by consumer interests and needs.

Motivation

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

Proximity

When purchasing an innovation, individual consumers presumably go through a series of distinct steps or stages known as the

adoption process.

When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as

affective interpretation

Yoga instructors and elite athletes are recruited by lululemon to teach classes in exchange for free lululemon clothing. These __________ promote the lululemon brand and encourage others to purchase lululemon merchandise.

brand ambassadors

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 their high existing knowledge?

brand familiarity

A __________ is a gathering of owners and others for the purposes of interacting with one another in the context of learning about and using the brand.

brand fest

Market mavens are more likely than the rest of the population to engage in which of the following behaviors?

compare prices

A distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activity is known as

consumption subculture.

Adoption of which type of innovation requires relatively minor changes in behavior or changes in behaviors that are unimportant to the consumer?

continuous innovation

Signing up to receive an email on a brand's website is an example of

conversion

Potential obstacles to rapid market acceptance of an innovation are known as

diffusion inhibitors

The manner in which innovations spread throughout a market is referred to as the

diffusion process.

ps with negative desirability are referred to as

dissociative reference groups.

Which strategy for overcoming the barriers presented by DVR involves seamless insertion of household addressable ads into both live and recorded video content from the DVR hard drive?

dynamic ad placement

Which of the following characterizes opinion leaders?

enduring involvement in the product or activity

Which of the following stages of the information-processing model constitute perception?

exposure, attention, and interpretation

Nonconventional marketing activities that use a limited budget and can increase buzz are known as

guerilla marketing.

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

hemispheric lateralization

Which type of reference group influence occurs when individuals have internalized the group's values and norms?

identification

Which type of influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information?

informational

Which type of reference group influence do marketers use when developing advertisements?

informational, normative, and identification

Which adopter group represents the first 2.5 percent to adopt an innovation?

innovators

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

just noticeable difference.

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

Twitter is an example of a

micro-blogging tool.

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, smart TVs, 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?

motivation

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

motivation

Several consumers rely on information they obtain from others they see as knowledgeable about a specific product they are interested in purchasing as well as information they learn from marketing communications and other people that are not experts in the product category. Which type of communication flow does this represent?

multistep

The __________ flow of communication involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources. These opinion leaders process this information and transmit their interpretations of it to some members of their groups, and these group members also receive information from the mass media and other members who are not opinion leaders as well.

multistep

Which type of community interacts over time around a topic of interest on the Internet?

online community

Individuals who filter, interpret, or provide product and brand-relevant information to their family, friends, and colleagues are known as

opinion leaders.

Which of the following is not an individual characteristic that influences interpretation?

organization

The fact that all aspects of the perception process are extremely selective is referred to as

perceptual defenses.

When a teenager says, "It's cool," his friends understand that he's not talking about the temperature. In this case, the meaning of the word, "cool," is based on its __________ meaning.

psychological

Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as

quality signals.

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself?

situational

Cameron was searching the Internet for information on digital cameras. He went to a search engine (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

A message presented so fast or so softly or so masked by other messages that one is not aware

subliminal

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

symmetrically balanced

Normative influence is sometimes referred to as __________ influence.

utilitarian

Which type of communication involves individuals sharing information with other individuals in a verbal form including face-to-face, phone, and the Internet?

word-of-mouth

Which of the following is a factor determining a reference group's influence on a consumer?

All of these choices are correct

Brand communities can deliver value-creating activities by

All of these choices are correct.

Which criterion is used to classify groups?

All of these choices are correct.

Which of the following is a factor affecting the spread of innovations?

All of these choices are correct.

Which of the following statements is false regarding stimulus factors and attention?

Attention generally increases across repeated exposures, particularly when those exposures occur in a short period

Which of the following statements is true regarding brand communities?

Brand communities create value through a set of activities that create brand engagement.

__________ represents the density of stimuli in the environment.

Clutter

Which of the following statements is true regarding stimulus position and attention with respect to advertising?

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.

__________ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

Organization

Which of the following is not a guiding principle for marketing to online communities and social networks?

post marketing content so it does not stand out and appears as just another participant in the community, such as a flog