PBB Chapter 8: Perception
Walker was gathering information on plasma and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of _____.
information overload
_____ represents the number of cues in the stimulus field.
information quantity
Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.
interpretation
_____ is a drive state created by consumer interests and needs.
motivation
What are the major individual factors affecting attention?
motivation and ability
Which of the following is NOT an individual characteristic that influences interpretation?
organization
_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.
organization
Interpretation is generally a relative process rather than absolute, often referred to as _____.
perceptual relativity
The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as _____.
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?
physiological
_____ indicates motivation or interest in a specific product category, and it can be temporary or enduring.
product involvement
Which of the following is a situational factor affecting attention?
program involvement
_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.
proximity
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
_____ meaning is the specific meaning assigned a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used.
psychological
Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself?
situational
Which strategy for overcoming the barriers presented by DVR involves holding the ad visual relatively constant while the ad is fast-forwarded through by the viewer?
still frame ad
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.
subliminal
The size, shape, and color are specific _____ of the stimulus that can affect interpretation.
traits
Which of the following statements is TRUE regarding subliminal stimuli?
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.
Which of the following statements is FALSE regarding situational factors affecting attention?
A. Motivation and ability are two major situational factors affecting attention.
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 of time.
Which of the following statements is TRUE regarding stimulus position and attention with respect to advertising?
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.
Which of the following is NOT a step in the information-processing model?
Comparison
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?
Exposure
_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.
Exposure
Which of the following is FALSE regarding ad avoidance?
Females are more likely to avoid ads than males
_____ 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
The fact that all aspects of the perception process are extremely selective is referred to as _____.
Perceptual defenses
_____ 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.
Product placement
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?
Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors.
According to the consumer insight in your text, "synners" have a neurological condition that crosses two or more senses.
True
Attention is determined by three factors: the stimulus, the individual, and the situation.
True
Consumer motivation and ability are the major individual factors affecting attention.
True
Individual characteristics affecting interpretation include traits, learning and knowledge, and expectations.
True
Sounds of letters and words can symbolize product attributes.
True
Stimulus characteristics affecting interpretation include traits, organization, and changes.
True
The information processing model has four major steps or stages: exposure, attention, interpretation, and memory.
True
Zipping, zapping, and muting are mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as ad avoidance.
True
_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears.
Zipping, zapping
Skippy is a well-known brand of peanut butter that recently introduced a line of snack bars bearing the Skippy name. This is an example of _____.
a brand extension
Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____.
ad avoidance
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 _____.
affect intensity
Some people experience emotions more strongly than do others, which is a trait known as _____.
affect intensity
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
_____ is the emotional or feeling response triggered by a stimulus such as an ad.
affective interpretation
Which of the following is NOT a situational characteristic influencing interpretation?
all of the above
Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not, is known as _____.
ambush marketing
Swiss Miss instant hot chocolate uses images of Winter Olympic athletic events with athletes and fans warming up to a mug of their instant cocoa. While Swiss Miss is not an official sponsor of the Winter Olympics, consumers viewing the ads might reasonably infer that they were. What type of marketing is this?
ambush marketing
_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
attention
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?
brand familiarity
When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as _____.
claim- belief discrepancy
_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.
closure
_____ is a process whereby stimuli are placed into existing categories of meaning.
cognitive 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) _____.
cross promotion
Attention generally _____ across repeated exposures, and repetition often _____ recall.
decreases, increases
Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the _____.
expectation bias
Which of the following is an individual characteristic that influences interpretation?
expectations
Which of the following stages of the information-processing model constitute(s) perception?
exposure, attention, interpretation
A brand name like Charmin with its soft and rounded sounds (compared to the harshness of Scott) is taking advantage of brand morphemes.
false
Affective interpretation is a process whereby stimuli are placed into existing categories of meaning.
false
High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad.
false
Inner-scope Research recently found that DVR users who zip through TV ads are less "engaged" with the ads than those who did not.
false
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
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.
false
_____ 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
_____ refers to the manner in which the message is presented.
format
The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention.
hemispheric lateralization
An advertiser that surrounds its ads with positive programming _____.
increases the chances that the ad is viewed 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 _____.
infomercial
Currently, what percentage of U.S. households has a DVR?
40%
_____ refers to the capacity of individuals to attend to and process information.
ability
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
Which of the following is NOT considered a stimulus factor affecting attention?
clutter
_____ represents the density of stimuli in the environment.
clutter
Color and the nature of the programming surrounding the brand's advertisement are examples of _____ present in the situation that can play a role in consumer interpretation independent of the actual stimulus.
contextual cues
Dual-branding is an alliance in which two brands are put together on a single product.
false
Format refers to the placement of an object in physical space or time.
false
Product placement is subliminal
false
The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long. The inventor of the ladder shows the versatility and uniqueness of this ladder, and several "regular" people demonstrate how easy it is to use. In fact, this ladder is more than 20 ladders in one because of the many different ways it can be configured. Viewers can call the 800 number or visit the website to purchase this product. This is an example of a(n) _____.
infomercial
_____ is the assignment of meaning to sensations.
interpretation
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
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?
motivation
Which of the following is considered an individual factor affecting attention?
motivation
Which of the following is considered a stimulus factor affecting attention?
position
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
_____ involve(s) the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline.
rhetorical figures
Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it?
right
_____ meaning is the conventional meaning assigned to a word such as found in the dictionary.
semantic
The physiological ability of an individual to distinguish between similar stimuli is called _____.
sensory discrimination
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?
situational factors
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
Which characteristic of a logo has been found to lead to higher levels of logo liking?
symmetrically balanced
Attention is determined by which factor?
the stimulus, individual, and situation
_____ advertising is perhaps the fastest-growing alternative media, allowing for exposure to _____ who tend to avoid traditional media, such as TV.
video games, young males age
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?
voluntary
According to Nielsen, product placements on TV work best ________.
when the characters praise the features of the brand when an ad for the product appears during the commercial break
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 _____.
zipping
