Chapter 8 CB

What is NOT a situational characteristic influencing interpretation?

1. time pressure 2. mood 3. number of other individuals present 4. nature of the material surrounding the message in question

Attention is determined by which factor?

1.the stimulus 2.the individual 3.the situation

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

40 %

What is a FALSE statement regarding stimulus factors and attention?

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

What is NOT considered a stimulus factor affecting attention?

clutter

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

What is an individual characteristic that influences interpretation?

expectations

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

exposure

The idea behind _____ is that different parts of our brain are better suited for focused versus non-focused attention.

hemispheric lateralization

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

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

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

organization

The fact that all aspects of the perception process are extremely selective is referred to as _____

perceptual defenses

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

What is a situational factor affecting attention?

program involvement

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

proximity

Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as _____.

quality signals

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

semantic

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

Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Google) and searched the key words "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on the results page that were activated based on the terms he used in his search. These banner ads are known as _____.

smart banners

is a process whereby stimuli are placed into existing categories of meaning.

Cognitive interpretation

What is NOT a step in the information-processing model?

Comparison

refers to the capacity of individuals to attend to and process information.

ability

For a period of time, Energizer batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less?

adaption level theory

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

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

_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

attention