Ch 8
is the emotional or feeling response triggered by a stimulus such as an ad
Affective interpretation
refers to the capacity of individuals to attend to and process information
Aptitude
____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.
Attention
involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved
Closure
_____ represents the density of stimuli in the environment.
Clutter
involves presenting the 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.
Figure-ground
_____ refers to the manner in which the message is presented
Format
High impact zones
In retail stores, items end-caps and kiosks. in print ads, the top left portion of the ad.
three characteristics of interpretation
Individual characteristics, situational characteristics, stimulus characteristics
expectation bias
Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the
_____ is separating a stimulus object from other objects.
Isolation
is a drive state created by consumer interests and needs.
Motivation
A stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.
Organization
a process whereby stimuli are placed into existing categories of meaning
Perceptual interpretation
indicates motivation or interest in a specific product category, and it can be temporary or enduring.
Product involvement
Refers to the fact that stimuli positioned close together are perceived as belonging to the same category
Proximity
The use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline.
Rhetorical figures
Sensory Discrimination
The physiological ability of an individual to detect changes between similar stimuli
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
.Attention generally _____ across repeated exposures, and repetition often _____ recall.
decreases; increases
Expectations
drive perceptions of contrast. Ads that differ from expectations for a product category often motivate more attention.
Program involvement
interest in the program that the ads appear in. has a positive influence on attention
Interpretation
is the assignment of meaning to sensations
The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as
just noticeable difference
What are the major individual factors affecting attention?
motivation and ability
Interpretation is generally a relative process rather than absolute, often referred to as
perceptual relativity
Which is considered a stimulus factor affecting attention?
position
Which of the following is a situational factor affecting attention?
program involvement
An advertiser who leaves a distinct sensory impression in consumers' mind is hoping for a ____
sensory signature
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
Adaptation level theory
that if a stimulus doesn't change over time we habituate to it and begin to notice it less.
Attention is determined by which factor?
the stimulus, the individual, the situation
The size, shape, and color are specific _____ of the stimulus that can affect interpretation
traits
_____ meaning is the specific meaning assigned a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used.
Psychological
sensory discrimination
The physiological ability of an individual to distinguish between similar stimuli
