PBB ch. 8

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

infomercials

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 the assignment of meaning to sensations

interpretation

_____ is separating a stimulus object from other objects

isolation

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

what are the major individual factors affecting attention

motitvation and ability

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, MP3 players, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different Web sites 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

is a drive state created by consumer interests and needs

motivation

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

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

perceptual defenses

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

Which of the following is considered a stimulus factor affecting attention

position

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

product involvement

_____ 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

Which of the following is a situational factor affecting attention?

program involvment

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

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

situational

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., Goggle) 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 of seeing or hearing it is called a(n) _____ stimulus.

subliminal

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

symmetrically balanced

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 _____.

tangential marketing

Attention is determined by which factor

the stimulus, the individual, and the situation

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

traits

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several Web sites. What type of exposure does this represent?

voluntary

An advertiser who formats its factual information so that it is easier to process

will increase the chanes that their informaiton is perceived to be true

A study by WPP Group suggests which group of consumers are the most likely to consider buying products they see in movies?

younger consumers

John is watching a football game on TV when a commercial comes on. He doesn't want to see it, so he grabs the remote control and changes the channel. What is John doing to avoid the advertising message?

zapping

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 stimulus factors and attention

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

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

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 a series of activities by which stimuli are perceived, transformed into information, and stored

Information processing

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

Motivation and ability are two major situational factors affecting attention.

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.

_____ 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

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

ability

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

ad avoidance

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?

adaption level theory

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

not a situational characteristic influencing intenrpretation

all of the above our correct... time pressure, mood, number of other individuals present, nature of the materical surrounding the message in question

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 their 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-belieft discrepancy

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

closure

Which of the following is NOT considered a stimulus factor affecting attention

clutter

represents the density of stimuli in the environment

clutter

is a process whereby stimuli are placed into existing categories of meaning

cognitive interpretation

Which of the following is NOT a step in the information-processing model?

comparison

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.

contectual cues

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

If it is literally false that Gardenburger's competitor is not "mushroom in origin" then what category of misleading advertising does this fall into?

direct false claim

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

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

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

exposure, attention, and interpretation

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