Chapter 8

___ holds that, over time, consumers adjust to and quit noticing repeated stimuli

- Adaptation level theory - An ad that we initially notice when its new may lose its ability to capture our attention as we become familiar with it

When the receptor nerves are activated and pass the sensations on the brain for processing, _____ has occurred

- Attention - Attention requires consumers to allocate limited mental resources toward the processing of incoming stimuli

Perception involves the information-processing stages of

- Exposure, attention and interpretation - Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation

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

- False - Affective interpretation is the emotional response triggered by a stimulus such as an ad

Attention generally increases across repeated exposures, and repetition often increases recall

- False - Attention generally decreases across repeated exposures, and repetition often increases recall

Co-branding is when an existing brand extends to a new category with the same name

- False - Co-branding is an alliance in which two brands are put together on a single product

Interpretation occurs when a stimulus is placed within a person's relevant environment and comes with range of their receptor nerves

- False - Exposure occurs when a stimulus is placed within a person's relevant environment and comes within range of their receptor nerves

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

- False - Infomercials are program-length commercials with an 800 number and/or Web address through which to order or request additional information

A series of activities by which stimuli are perceived, transformed into information and stored is known as

- Information processing - Information processing is a series of activities by which stimuli are perceived, transformed into information, and stored.

A method marketers use in response to ad avoidance in known as

- Product placement - Product placement involves incorporating brands into media in exchange for payment or other consideration

In most individuals, the left brain appears to control

- Rational thought and verbal material - The left brain is primarily responsible for verbal material and rational thought

Which of the following factors does NOT determine attention?

- The interpretation - The same individual may devote different levels of attention to the same stimulus in different situations

Clutter refers to the density of stimuli in the environment

- True - In-store research suggests that cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to given display

Expectations is an individual characteristic that influences interpretation

- True - Expectations can lead to interpretation that is inconsistent with objective reality

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

- True - Product involvement can be temporary or enduring