CH. 3 Quiz
Unlike subjective comprehension, objective comprehension: a. reflects whether we accurately understand what a sender intended to communicate. b. decreases when a message is repeated on multiple occasions. c. is the additional meaning consumers attach to the message, whether or not these meanings were intended. d. happens when consumers' subjective comprehension is incorrect. e. is the process of determining what the stimulus that we have detected actually is.
a
With zapping, consumers avoid ads by switching to other channels during commercial breaks. a. True b. False
a
Check My Work Halfpenny, an online shopping site, is famous for selling products at cheap prices. The logo of Halfpenny is printed in incomplete typeface with the tagline, "You complete the rest." This prompts its customers to visualize the rest of the logo. In this case, which of the following consumer perceptions is reflected in Halfpenny's logo? a. Zapping b. Closure c. Subliminal perception d. Preattentive processing e. Zipping Hide Feedback
b
In high-context cultures, consumers place more emphasis on what is said than on the surrounding visuals. a. True b. False
b
In the context of consumer behavior, which of the following statements is true of attention? a. Consumers may pay more attention to things that are abstract than that are concrete. b. Consumers need to select what to pay attention to and simultaneously what not to pay attention to. c. Attention is undivided and requires the complete focus of the consumer at all times. d. Attention is unlimited, and consumers can attend to all stimuli in the environment. e. Attention to a stimulus is low when its signal-to-noise ratio is high and high when its signal-to-noise ratio is low.
b
Which of the following is true of the factors influencing consumers' exposure to marketing stimuli? a. Exposure to magazine ads is least effective when they appear on the inside cover or next to the table of contents. b. The more stores carry a product or brand, the higher the likelihood that consumers will encounter it. c. Consumers cannot selectively control what marketing stimuli they view. d. Consumers' exposure to market stimuli is increased by zipping and zapping. e. Product placement within a television program does not increase exposure among viewers.
b
Which of the following statements is true of preattentive processing? a. Most of consumers' attentional resources are devoted to preattentive processing. b. Preattentive processing makes a brand name familiar to consumers. c. Preattentive processing happens when consumers focus on a stimulus. d. Consumers are usually aware of preattentive processing. e. Preattentive processing does not affect consumers' consideration of a product.
b
Eric went to a music store to buy some records. The store was playing popular music when he entered, but Eric only starts hearing the music when it was played at 40 decibels. In this scenario, for Eric, 40 decibels is: a. below the threshold level of his conscious awareness. b. in his nonfocal attention. c. his absolute threshold. d. a subliminal stimulus. e. a habituated stimulus.
c
_____ refers to fast-forwarding through commercials on a program recorded earlier. a. Grouping b. Zapping c. Zipping d. Subliminal perception e. Source identification
c
Jared is the marketing manager at Blyrie Corp., a soda manufacturing company. In order to attract customers, he is planning to increase the quantity of soda in a 60-ounce bottle without increasing the price. Market research and testing show that two ounces of soda would have to be added to a 10-ounce bottle before consumers notice the increased quantity in the new bottles. In the context of Weber's Law, Blyrie Corp. would need to add _____ to the 60-ounce bottle before its customers notice the increased quantity. a. 6 ounces b. 7 ounces c. 8 ounces d. 9 ounces e. 12 ounces
e