Chapter 8-11
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
what are the major individual factors affecting attention
motivation and ability
the size, shape, and color are specific_____ of the stimulus that can affect interpretation
traits
in which type of motivational conflict must a consumer choose between two attractive alternatives
approach-approach
pavlovs dogs experiment is an example of
classical conditioning
which of the following is not a step in the information processing model?
comparison
Attention is determined by which factor?
The stimulus, the individual, and the situation
A consumer's propensity to pursue differentness relative to others through the acquisition, utilization, and disposition of consumer goods is exhibiting _____.
a need for uniqueness
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
high involvement learning often involves
analytical reasoning
what are the two basic forms of conditioned learning
classical and operant
which of the following is considered a dimension of brand personality
competence, ruggedness, and sincerity
Which type of ad is designed primarily to elicit a positive affective response rather than to provide information or arguments?
emotional ad
which of the following stages of the information processing model constitutes perception
exposure, attention, and interpretation
Dolly prefers to be in a large group rather than alone. She is talkative when with others and is very bold. Which personality trait best describes Dolly?
extroversion
Which type of appeal uses the threat of negative (unpleasant) consequence if attitudes or behaviors are not altered?
fear appeals
refers to the manner in which the message is presented
format
Which type of learning situation is one in which the consumer is motivated to process or learn the material?
high involvement learning
Appeal Characteristics represents ____ a message is communicated
how
Learning a concept or the association between two or more concepts in the absence of conditioning is known as _____.
iconic rote learning
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
In which type of learning situation does the consumer have little or no motivation to process or learn the material?
low involvement learning
Motives that are known and freely admitted are called _____.
manifest motives
which of the following is used to understand a consumers cognitive component of attitude
multiattribute attitude model
advertisements or sales messages in which only one point of view is expressed are referred to as
one sided messages
attempts to create an association between a response (eg buying a brand) and some outcome that serves to reinforce the response
operant conditioning
high involvement learning often involves
operant conditioning
skinners box experiment is an example of
operant conditioning
which of the following is not an individual characteristic that influences interpretation
organization
which of the following is considered a stimulus factor affecting attention
position
Two prominent sets of motives under regulatory focus theory are termed _____.
promotion and prevention
consists of trustworthiness and expertise
source credibility
In which type of ad does a person, generally a typical member of the target market, recount his or her successful use of the product, service, or idea?
testimonial ad
How does mere exposure enhance attitudes?
through enhanced familiarity
The source of a communication represents _____.
who delivers the message
Feelings or emotional reactions to an object reflect the _____ component of an attitude.
affective
which component of attitude represents one's tendency to respond in a certain manner toward an object or activity
behavioral
A learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object is known as a(n) _____.
attitude
Which type of ad directly compares the features or benefits of two or more brands?
comparative ad
which of the following involves presenting two stimuli in close proximity so that eventually the two are perceived to be related or associated
conditioning
which of the following is not a type of cognitive learning
operant
which of the following occurs when a company provides financial support for an event such as the olympics or a concert
sponsorship
occurs when one fast-forwards through a commercial on a prerecorded program______ and involves switching channels when a commercial appears
zipping, zapping
Madeline has a(n) _____ toward Regular Coke, whereby she simultaneously really likes the taste but also is really negative about the brand because it has high calories.
ambivalent attitude
Caleb learned from his parents that littering was bad, so when he sees someone doing it, he forms an unfavorable impression of that person. Caleb's learned predisposition to dislike someone who litters represents his _____.
attitude
A set of human characteristics that become associated with a brand is referred to as _____.
brand personality
which of the following is not a way emotional ads may enhance persuasion
by increasing liking of the ad, by increasing attention of the ad and, therefore ad recall, and by increasing product liking through classical conditioning
attempts to create an association between a stimulus (eg brand name) and some response (eg behavior or feeling)
classical conditioning
Mitch likes Toyota automobiles because he thinks they have the highest reliability of all automobiles. His belief about Toyota's reliability represents which component of Mitch's attitude?
cognitive
Which trait reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products?
consumer ethnocentrism
low involvement learning often involves
iconic rote learning, modeling, classical conditioning
is a series of activities by which stimuli are perceived, transformed into information, and stored
information processing
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
Motives that are either unknown to the consumer or are such that he or she is reluctant to admit them are referred to as _____ motives.
latent
When asked why he bought a specific automobile, Jeremy replied that is has good gas mileage, is rated one the best cars in terms of safety, and was in a moderate price range. These reasons reflect Jeremy's _____ motives.
manifest
refers to presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms
message framing
is a drive state created by consumer interest and needs
motivation
the energizing force that activates behavior and provides purpose and direction to that behavior is known as
motivation
which of the following is considered an individual factor affecting attention?
motivation
Kelly is hungry, and this inner force is making him search for the type of food he wants to eat. He decides that an Arby's roast beef sandwich will satisfy his hunger. This inner force that is compelling him to search for food is known as a(n) _____.
motive
Erin is very imaginative and appreciative of all types of art. She is very creatively talented, and others come to her for novel solutions to problems because she tends to "think outside the box." Which core trait best describes Erin?
openness to experience
providing free drink or free samples to encourage consumers consumption is an example of
positive reinforcement
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 type of advertisement or sales presentation presents both good and bad points?
two sided messages
Which type of appeal involves informing the consumer of one or more functional benefits that are important to the target market?
utilitarian appeal
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
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