CB-Ch. 8

_____is a process whereby stimuli are placed into existing categories of meaning.

cognitive interpretation

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer_____.

interpretation

_____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 a situational factor affecting attention?

program involvement

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

affective interpretation

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

Motivation and ability are two major situational factors affecting attention.

______occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain fro processing.

attention

Which of the following is an individual characteristic that influences interpretation?

expectation bias

_____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 the assignment of meaning to sensations.

interpretation

What are the major individual factors affecting attention?

motivation and ability

Which of the following is considered a stimulus factor affecting attention?

position

Which factor affecting attention includes stimuli in the environment other than the focal stimulus (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

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

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

just noticeable difference

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

_____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

_____represents the number of cues in the stimulus field.

information quantity

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

product involvement

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

symmetrically balanced