Consumer Behavior:

In the study cited in the text, it was noted that _____ of DVR users watched certain ads because they found them interesting while skipping those that were not of interest.

90%

The capacity of individuals to pay attention to and process the information they see in an ad refers to which individual factor?

Ability

Which stage of processing occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing?

Attention

Kellen saw an ad for the new nail polish in a magazine and noticed it was called "no chip." When she saw the same ad in a different magazine, she noticed the polish also came in ten new colors. What process does this represent?

Attention reallocation

Which type of manufacturers have used the concept of "weighting out" in their products for years?

Candy bar makers

Which of these promotional efforts is using isolation as a way to attract attention to a product?

Delish-Cookies provides a stand-alone end-cap to grocery stores for its cookies to be displayed in.

True or false: In general, a complex presentation receives more attention than a simple, straightforward presentation because it provides more information to the consumer.

False

True or false: Individuals are passive interpreters of all the messages they receive.

False

Which of these situations demonstrates the exposure stage in the information-processing model?

Henri noticed there was an advertisement wrapped around the entire city bus.

Darren likes the new packaging for the cookies because it's so different from other packages. Which trait appeals to Darren?

Incongruity

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

Information processing

Which of these consumers is making an inference?

Jan saw an ad for a car and thought it would be great for camping trips because it was shown driving through a forest.

Manufacturers who use "weighting out" are applying which principle to their products?

Just noticeable difference

______ refers to the minimum amount that one brand can differ from another similar brand with the distinction still being apparent.

Just noticeable difference

Which of these situations shows how a physiological trait can affect the marketing message?

Kevin flipped quickly past the ad for soy milk because he is allergic to soy.

Which two areas of a print advertisement are found in the high-impact zone?

Left Top

What is an example of attention reallocation?

Micah keeps seeing the same car commercial and learns something new about the car each time.

What can a marketer include in a radio ad that demonstrates using isolation to attract attention?

Moment of silence

What are two types of linguistics that marketers can use to affect the way consumers respond to a product?

Morphemes Phonemes

Going to the store to buy yarn because you are interested in knitting a scarf is an example of which individual factor of attention?

Motivation

Which individual factor of attention is created by consumer interests and needs?

Motivation

The grocery store put all the low-sodium soups on the middle shelf which would put them directly in the shoppers' line of sight. Which stimulus factor is the grocery store considering as it tries to call attention to these soups?

Position

Harrison told his roommate that the movie was great and every robot in the film had a giant Duracell battery pack on its back. What is Duracell using to expose its products to the market?

Product placement

Match the terms in the context of stimulus organization (in the left column) to their corresponding descriptions (in the right column).

Proximity matches ChoiceThis refers to the perception of stimuli positioned close together as belonging to the same category. This refers to the perception of stimuli positioned close together as belonging to the same category. Closure matches ChoiceThis refers to presenting an incomplete stimulus with the goal of getting consumers to complete it, thereby becoming more involved. This refers to presenting an incomplete stimulus with the goal of getting consumers to complete it, thereby becoming more involved. Figure-ground matches ChoiceThis refers to presenting a 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. This refers to presenting a 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. Ambush marketing matches ChoiceThis refers to any activity or communication that falsely implies that an organization is involved with a significant event. This refers to any activity or communication that falsely implies that an organization is involved with a significant event.

What are the three factors that determine attention?

Situation Individual Stimulus

What are two types of stimulus factors associated with advertisements that affect a consumer's attention?

Size of the ad Colors used in ad

What is an accurate statement about subliminal ads?

They hide key persuasive information from an individual.

How do situational characteristics affect the way consumers pay attention to an advertisement?

They provide context for the interpretation of an advertisement.

What would be the most likely reaction from consumers in high-context cultures upon seeing an advertisement with a visual image with few words?

They would infer implicit meanings from the ad visuals.

What are three examples of quality signals that can create inference?

Warranties Advertising Price

A retail strategy in which marketers promote products by placing signage near their complementary products in another area of the store is known as

What would be the most likely reaction from consumers in high-context cultures upon seeing an advertisement with a visual image with few words?

What are three methods consumers use to control their exposure to television ads?

Zapping Muting Zipping

In the context of consumer inferences, what is a claim-belief discrepancy?

a communication that leads a consumer to believe something about a product that is untrue

Perceptual defenses imply that individuals are _____ recipients of marketing messages.

active

Which type of ad is likely to receive the most attention from a consumer?

an advertisement with attractive visuals

There are many boxes of toothpaste on store shelves. When a consumer notices one box in particular and picks it up to read about it, that consumer is in the _____ stage of perception.

attention

What is an example of contextual cues that influence the interpretation of an advertisement?

background color and the nature of programs surrounding an ad

Individuals who know all about a product may not pay attention to an ad for that product because of their knowledge. This is known as

brand familiarity.

How can marketers increase the attention paid to an advertisement when program involvement is low?

by improving the ad quality

Consumers are more responsive and receptive to messages in permission-based marketing because they

control the messages they are exposed to.

In a study by Initiative, what three things were found to increase ad avoidance?

demographics lifestyle social class

The danger of using attractive visuals in an advertisement for a brand is that they might

draw attention away from the brand.

Which form of marketing displays is likely to draw the most attention to itself

dynamic digital signage

Infomercials are more likely to be viewed by ______, which causes them to increase the likelihood of word-of-mouth communications about a product or brand.

early adopters

In most situations, a consumers interpretation of a stimuli matches their expectations of that stimuli. This is known as

expectation bias.

A study found that shoppers associated promotional signs next to products in retail stores with reduced prices even though this wasn't always the reason for the sign. This shows how _____ can affect interpretation.

expectations

In the context of stimulus factors that affect attention, _____ refers to the manner in which a message is presented, and involves arranging items or elements to reduce competition for attention across items and elements.

format

In marketing, consumers are often required to make inferences, which

go beyond what is directly presented or stated.

What is the best way to view a banner ad?

go online and use a search engine

A term that is applied to activities that take place on each side of a person's brain is

hemispheric lateralization.

The assignment of meaning to a sensation, such as a scent or taste, is called

interpretation.

The aspect of intensity in online contexts that refers to the degree to which one is forced to see or interact with a banner ad or pop-up in order to see the desired content is known as

intrusiveness.

Natalia wishes she could turn off all the pop-up ads that show up every time she does an online search. This is an example of _____ online message exposure.

involuntary

Providing lots of information helps increase the amount of attention a print advertisement gains, but the same tactic doesn't work for television advertising because of it

leads to information overload.

According to the adaptation level theory, people

pay less attention to a stimulus that doesn't change.

The first three stages of the information process, which are attention, interpretation, and exposure, constitute

perception.

The process of consumers voluntarily exposing themselves to marketing messages and opting in to receive promotions is known as

permission-based marketing.

Position is a stimulus factor that affects attention because it refers to what aspect of a product?

placement in physical space or time

Marketers worry about their product promotions becoming familiar to consumers because the

promotions will no longer contrast a consumer's expectations and attract attention.

An artful deviation or unexpected twist in the way a message is communicated either visually in an advertisement's image or verbally in an advertisement's headline or text is called a

rhetorical figure.

Rhymes, puns, and metaphors used in an advertisement are examples of

rhetorical figures.

Magazine advertisements that are on the _____ side of the page tend to receive more attention than ads on the other side.

right-hand

In the context of information-processing by individuals, perceptual defenses refer to the

selectivity of perception and memory.

Slotting allowances help companies enhance which stimulus factor related to their products?

size

With so many face creams on the market, Skin-Joy Inc. pays a fee to all of its retailers just to gain store shelf space. This fee is called a(n)

slotting allowance.

Banner ads that are activated based on terms used in search engines are called _____ banners.

smart

The physical characteristics associated with a television advertisement, such as loud music and colorful images, are types of

stimulus factors.

The physical arrangement of stimulus objects is known as

stimulus organization.

An individual's attention to a particular product in a store can change if that person becomes distracted by their phone ringing. This demonstrates how attention always occurs within

the context of the situation.

What two elements are shown to increase an individual's level of interest in a television advertisement?

the use of a plot the possibility of a surprise ending to the ad

A marketer is more likely to increase the consumers' feelings of arousal and excitement with an advertisement that

uses warm and bright colors.

Corinne is shopping for a couch and has done several online searches. Now when she turns on her computer, a banner shows up promoting 25% off furniture at the national retail store. She clicks on it to see if there's a couch she likes. This is an example of _____ online message exposure.

voluntary

Sanjay records his favorite television shows each week and fast-forwards through the commercials when he watches them. What is Sanjay using to control his media exposure?

zipping