MKTG 302 Exam 2 (ch 8)
_____ is the emotional or feeling response triggered by a stimulus such as an ad. a. Affective interpretation b. Consumer inference c. Cognitive interpretation d. Perceptual interpretation e. Perceptual relativity
a. Affective interpretation
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 _____. a. cross-promotion b. brand extension c. co-branding d. overlay e. simultaneous promotion
a. cross-promotion
Which of the following is an individual characteristic that influences interpretation? a. expectations b. organization c. changes d. proximity e. clutter
a. expectations
Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____. a. interpretation b. attitudes c. action d. acceptance e. behavior
a. interpretation
Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it? a. right b. left c. front d. back e. top
a. right
The physiological ability of an individual to distinguish between similar stimuli is called _____. a. just noticeable difference b. sensory discrimination c. consumer inference d. closure e. expectations
b. sensory discrimination
_____ refers to the capacity of individuals to attend to and process information. a. Intelligence b. IQ c. Ability d. Aptitude e. Motivation
c. Ability
_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved. a. Proximity b. Ambush marketing c. Closure d. Inference e. Figure-ground
c. Closure
_____ is the assignment of meaning to sensations. a. Attention b. Perception c. Interpretation d. Hemispheric lateralization e. Information processing
c. Interpretation
Which of the following stages of the information-processing model constitute perception? a. exposure b. exposure and attention c. exposure, attention, and interpretation d. exposure, attention, interpretation, and memory e. exposure, attention, interpretation, memory, and action
c. exposure, attention, and interpretation
_____ 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. Brand integration d. Product placement e. Product synergy
d. Product placement
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? a. affective b. cognitive c. psychological d. physiological e. mental
d. physiological
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. transient factors d. situational factors e. nonprogrammatic factors
d. situational factors
____ 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. Perceptual offense e. Exposure
e. Exposure
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. exposure avoidance e. ad avoidance
e. ad avoidance
