Consumer ch 8

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation. attitudes. action. acceptance. behavior.

interpretation

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? right left front back top

left

What are the major individual factors affecting attention? needs and wants hemispheric lateralization and interpretation motivation and needs exposure and interpretation motivation and ability

motivation and ability

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as voluntary marketing. optional marketing. allowable marketing. acceptable marketing. permission-based marketing.

permission-based marketing

Which of the following is considered a stimulus factor affecting attention? clutter position motivation ability All of these choices are correct.

position

Which of the following is a situational factor affecting attention? program involvement ability motivation repetition isolation

repetition

The physiological ability of an individual to distinguish between similar stimuli is called just noticeable difference. sensory discrimination. consumer inference. closure. expectations.

sensory discrimination.

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself? individual personal situational stimulus inferential

situational

The size, shape, and color are specific __________ of the stimulus that can affect interpretation. cues traits elements contextual cues signals

traits

Which of the following statements is true regarding subliminal stimuli? Research on messages presented too rapidly to elicit awareness indicates that such messages can actually have a substantial effect. There is evidence that marketers are using subliminal messages. 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. Subliminal advertising has not been the focus of intense study and public concern. Masked symbols, deliberate or accidental, do appear to affect standard measures of advertising effectiveness and can influence consumption behavior.

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.

__________ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. Attention Perception Exposure Interpretation Selection

Attention

__________ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved. Proximity Ambush marketing Closure Inference Figure-ground

Closure

__________ is a process whereby stimuli are placed into existing categories of meaning. Affective interpretation Consumer inference Cognitive interpretation Perceptual interpretation Perceptual relativity

Cognitive interpretation

Which of the following is false regarding ad avoidance? Females are more likely to avoid ads than males. High levels of advertising clutter increase ad avoidance. Higher social classes avoid ads more than lower social classes. Hectic lifestyles increase ad avoidance. Younger consumers avoid ads more than older consumers.

Females are more likely to avoid ads than males.

__________ 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. Proximity Closure Inference Figure-ground Fore-ground

Figure-ground

__________ is the assignment of meaning to sensations. Attention Perception Interpretation Hemispheric lateralization Information processing

Interpretation

Which of the following statements is false regarding situational factors affecting attention? Motivation and ability are two major situational factors affecting attention. In advertising, consumers pay less attention to a commercial in a large cluster of commercials than they do to one in a smaller set. Clutter represents the density of stimuli in the environment. Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads. Clutter and program involvement are two major situational factors affecting attention.

Motivation and ability are two major situational factors affecting attention.

__________ 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 Proximity Ambush marketing Contextual figures Affective interpretation

Rhetorical figures

__________ meaning is the conventional meaning assigned to a word such as found in the dictionary. Semantic Psychological Cognitive Affective Seminal

Semantic

__________ advertising is perhaps the fastest growing alternative media, allowing for exposure to __________ who tend to avoid traditional media, such as TV. Fashion magazine, females age 18-24 Grocery store, older consumers age 55+ Video game, young males age 18-24 Billboard, children age 2-7 None of these choices are correct.

Video game, young males age 18-24

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 co-branding. a brand extension. a brand inference. repetition. quality signals.

a brand extension.

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as exposure avoidance. selective perception. selective interpretation. perceptual lateralization. ad avoidance.

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 physiological differentiation. psychological differentiation. affect intensity. cognitive intensity. psychological intensity.

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. consumer inference. cognitive interpretation. perceptual interpretation. perceptual relativity.

affective interpretation.

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? gorilla marketing stealth marketing product placement unethical marketing ambush marketing

ambush marketing

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 a direct claim. deceptive advertising. interpretation discrepancy. claim-belief discrepancy. inferential discrepancy.

claim-belief discrepancy.

Which of the following is not a step in the information-processing model? exposure comparison attention interpretation memory

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. stimulus characteristics contextual cues situational organization stimulus cues stimulus traits

contextual cues

Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the expectation response. affect intensity. individual bias. expectation trait. expectation bias.

expectation bias.

Which of the following is an individual characteristic that influences interpretation? expectations organization changes proximity clutter

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 attention interpretation memory action

exposure

An advertiser that surrounds its ads with positive programming is tapping into the isolation effect. is basing their strategy on figure-ground theory. is utilizing adaptation level theory. increases the chances that their information is evaluated in a more positive light.

increases the chances that their information is evaluated in a more positive light.

Which of the following statements is true regarding stimulus position and attention with respect to advertising? Position effects in advertising are the same regardless of the medium used. Ads on the left-hand page receive more attention than those on the right based on how we peruse magazines and newspapers. 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. In online contexts, horizontal banners attract more attention than vertical banners. In television, the probability of a commercial being viewed and remembered increases as it moves from being the first to air during a break to the last to air.

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.

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 cool colors, such as blues and grays, for displays. Ron should not use large displays because that can overwhelm shoppers. Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors. Ron should use displays with as much information as possible because shoppers will be able to attend to all of it. Ron should not use displays with moving parts because they will distract shoppers.

Ron should not use large displays because that can overwhelm shoppers

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 dual-coding theory expectation theory wear-out theory over-exposure theory

adaptation level theory

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. brand extension. co-brand. overlay. simultaneous promotion.

cross-promotion.

Attention generally __________ across repeated exposures, and repetition often __________ recall. increases; decreases decreases; increases remains constant; decreases remains constant; increases increases; increases

decreases; increases

Which of the following stages of the information-processing model constitute perception? exposure exposure and attention exposure, attention, and interpretation exposure, attention, interpretation, and memory exposure, attention, interpretation, memory, and action

exposure, attention, and interpretation

The idea behind __________ is that different parts of our brain are better suited for focused versus nonfocused attention. right brain/left brain lateralization subliminal lateralization hemispheric lateralization interpretation affective interpretation

hemispheric lateralization

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the just noticeable difference. perceptual difference. discriminatory difference. inferential difference. minimal difference.

just noticeable difference.

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, smart TVs, 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? ability information quantity interestingness expectations motivation

motivation

Which of the following is not an individual characteristic that influences interpretation? traits learning and knowledge expectations organization All of these choices are individual characteristics that influence interpretation.

organization

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? affective cognitive psychological physiological mental

physiological

__________ 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. Ad integration Product integration Brand integration product placement Product synergy

product placement

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. semantic psychological cognitive affective seminal

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 inferential variables. quality signals. just noticeable difference cues. sensory cues. choice determinants.

quality signals.

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? individual factors external factors transient factors situational factors nonprogrammatic factors

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 product placement. zoned banners. smart banners. smart placements. behavioral ads.

smart banners.

Attention is determined by which factor? the stimulus the individual the situation the stimulus and the individual the stimulus, the individual and the situation

the stimulus, the individual and the situation

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? involuntary nonvoluntary voluntary selective considered

voluntary