chapter 8

What are the major individual factors affecting attention?

motivation and ability

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

position

Which of the following statements is true regarding stimulus position and attention with respect to advertising?

For Us readers, high impact zones in print ads and other print docutments tend to be more toward the top or left of the ad

Skippy is a well-known brand of peanut butter that recently introduced a line of snack bars bearing the Skippy name. This is an example of

a brand extension

Which of the following statements is true regarding subliminal stimuli? Group of answer choices

a subliminal ad is different from a normal ad in that it hides key perusasive ingfromation within the ad by making it so weak that it is diffictult o physically detect

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

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 interpreation

__________ 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

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

cognitive interpretation

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

comaprison

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

Which of the following is false regarding ad avoidance?

femals are more liekly to avoid ads than males

_____ 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. Group of answer choices

figure ground

The idea behind __________ is that different parts of our brain are better suited for focused versus nonfocused attention.

hemispheric lateralization

An advertiser that surrounds its ads with positive programming

increases the chances that their informtaion is evaluated in a positive light

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

ad avoidance

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

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

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, interpretation

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

interpretation

__________ 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

Which of the following is not an individual characteristic that influences interpretation?

organization

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

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

____ involve(s) 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. Group of answer choices

rhetorical figures

Ron owns a small retail establishment and is seeking your advice regarding getting shoppers' attention in the store. What should you recommend to Ron to help him get shoppers' attention?

ron should use warm colors such as reds and yellows because they are more arousing than cold colors

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

sematntic

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

sensory discrimination

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself?

situational

Attention is determined by which factor?

the stimulis, the individual situation

The size, shape, and color are specific __________ of the stimulus that can affect interpretation. Group of answer choices

traits

__________ advertising is perhaps the fastest growing alternative media, allowing for exposure to __________ who tend to avoid traditional media, such as TV.

video games young males 18 24

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?

voluntary

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

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

expectation bias

Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent? Group of answer choices

exposure

Which side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening?

left

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, smart TVs, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products?

motivation

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

motivation and ability are two major situational factors affecting attention

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

______ 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

Which of the following is a situational factor affecting attention? Group of answer choices

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.

psuchological

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