Ch 8

is the emotional or feeling response triggered by a stimulus such as an ad

Affective interpretation

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

Aptitude

____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

Attention

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

Closure

_____ represents the density of stimuli in the environment.

Clutter

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

High impact zones

In retail stores, items end-caps and kiosks. in print ads, the top left portion of the ad.

three characteristics of interpretation

Individual characteristics, situational characteristics, stimulus characteristics

expectation bias

Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the

_____ is separating a stimulus object from other objects.

Isolation

is a drive state created by consumer interests and needs.

Motivation

A stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

Organization

a process whereby stimuli are placed into existing categories of meaning

Perceptual interpretation

indicates motivation or interest in a specific product category, and it can be temporary or enduring.

Product involvement

Refers to the fact that stimuli positioned close together are perceived as belonging to the same category

Proximity

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

Sensory Discrimination

The physiological ability of an individual to detect changes between similar stimuli

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

.Attention generally _____ across repeated exposures, and repetition often _____ recall.

decreases; increases

Expectations

drive perceptions of contrast. Ads that differ from expectations for a product category often motivate more attention.

Program involvement

interest in the program that the ads appear in. has a positive influence on attention

Interpretation

is the assignment of meaning to sensations

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

just noticeable difference

What are the major individual factors affecting attention?

motivation and ability

Interpretation is generally a relative process rather than absolute, often referred to as

perceptual relativity

Which is considered a stimulus factor affecting attention?

position

Which of the following is a situational factor affecting attention?

program involvement

An advertiser who leaves a distinct sensory impression in consumers' mind is hoping for a ____

sensory signature

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

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

Adaptation level theory

that if a stimulus doesn't change over time we habituate to it and begin to notice it less.

Attention is determined by which factor?

the stimulus, the individual, the situation

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

traits

_____ 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

sensory discrimination

The physiological ability of an individual to distinguish between similar stimuli