consumer behavior exam 1

Which of the following statements is false regarding stimulus factors and attention?

Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time.

__________ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.

Exposure

Which of the following is false regarding ad avoidance?

Females are more likely to avoid ads than males.

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

Information processing

__________ is a drive state created by consumer interests and needs.

Motivation

Which of the following statements is false regarding situational factors affecting attention?

Motivation and ability are two major situational factors affecting attention.

__________ 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

__________ meaning is the conventional meaning assigned to a word such as found in the dictionary.

Semantic

__________ occurs when one fast-forwards through a commercial on a prerecorded program, and __________ involves switching channels when a commercial appears.

Zipping; zapping

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

ad avoidance.

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.

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?

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

claim-belief discrepancy.

Which of the following is not a step in the information-processing model?

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.

contextual cues

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.

Attention generally __________ across repeated exposures, and repetition often __________ recall.

decreases; increases

Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the

expectation bias.

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

expectations

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

Product placement is subliminal.

false

Walker was gathering information on Ultra HD 4K and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of

information overload.

__________ is the assignment of meaning to sensations.

interpretation

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 voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as

permission-based marketing.

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?

physiological

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

position

Which of the following is a situational factor affecting attention?

program involvement

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.

psychological

Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it?

right

The physiological ability of an individual to distinguish between similar stimuli is called

sensory discrimination.

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?

situational factors

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

symmetrically balanced

Attention is determined by which factor?

the stimulus, the individual and the situation

According to Nielsen, product placements on TV work best

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

Which of the following statements is true regarding subliminal stimuli?

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.

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

Which of the following is not a situational characteristic influencing interpretation?

All of these choices are situational characteristics influencing interpretation. - time pressure - mood - number of other individuals present - nature of the material surrounding the message in question

__________ 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 an ability factor related to attention that may require less attention to the brand's ads by an individual due to their high existing knowledge?

brand familiarity

The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long. The inventor of the ladder shows the versatility and uniqueness of this ladder, and several "regular" people demonstrate how easy it is to use. In fact, this ladder is over 20 ladders in one because of the many different ways it can be configured. Viewers can call the 800 number or visit the website to purchase this product. This is an example of a(n)

infomercial.