Consumer Behavior chapter 8

Currently, what percent of U.S. households has a DVR?

40 percent

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

exposure, attention, and interpretation

Inner-scope Research recently found that DVR users who zip through TV ads are less "engaged" with the ads than those who did not.

false

The right 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.

false

An advertiser that surrounds its ads with positive programming _____.

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

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

interpretation

Which of the following is NOT an individual characteristic that influences interpretation?

organization

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

situational

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 of the following is NOT a situational characteristic influencing interpretation?

time pressure mood number of other individuals present nature of the material surrounding the message in question

Consumer motivation and ability are the major individual factors affecting attention.

true

Stimulus characteristics affecting interpretation include traits, organization, and changes.

true

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

true

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

According to Nielsen, product placements on TV work best ________.

when the characters praise the features of the brand when an ad for the product appears during the commercial break

_____ is the assignment of meaning to sensations.

Interpretation

_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

Organization

_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

Proximity

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

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 _____.

ambush marketing