Consumer Behavior Ch. 8 Quiz

Which of the following statements is true regarding subliminal stimuli?

A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect.

According to the consumer insight in your text, "synners" have a neurological condition that crosses two or more senses

True

Individual characteristics affecting interpretation include traits, learning and knowledge, and expectations.

True

Sounds of letters and words can symbolize product attributes.

True

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 is not considered a stimulus factor affecting attention?

clutter

Attention generally __________ across repeated exposures, and repetition often __________ recall.

decreases; increases

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, and interpretation

Inner-scope Research recently found that DVR users who zip through TV ads are less "engaged" with the ads than those who did not.

false

The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long. The inventor of the ladder shows the versatility and uniqueness of this ladder, and several "regular" people demonstrate how easy it is to use. In fact, this ladder is over 20 ladders in one because of the many different ways it can be configured. Viewers can call the 800 number or visit the website to purchase this product. This is an example of a(n)

infomercial

__________ is the assignment of meaning to sensations.

interpretation

Interpretation is generally a relative process rather than absolute, often referred to as

perceptual relativity

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

Which of the following is a situational factor affecting attention?

program involvement

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

sensory discrimination

__________ is the emotional or feeling response triggered by a stimulus such as an ad.

Affective interpretation

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

Attention

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

Exposure

Which of the following is false regarding ad avoidance?

Females are more likely 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.

Figure-ground

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

For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad.

__________ is separating a stimulus object from other objects.

Isolation

__________ 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

Stimulus characteristics affecting interpretation include traits, organization, and changes.

True

The information processing model has four major steps or stages: exposure, attention, interpretation, and memory.

True

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

Video game, young males age 18-24

Walker was gathering information on Ultra HD 4K and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of

information overload

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.

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

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.

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

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.

psychological

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

Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it?

right

Attention is determined by which factor?

the stimulus, the individual and the situation

Which of the following is not a situational characteristic influencing interpretation?

time pressure, mood, number of individuals present, nature of the material surrounding the material in question

According to Nielsen, product placements on TV work best

when the characters praise the features of the brand and when an ad for the product appears during the commercial break.

Carla watches television shows whenever she has time because she uses a digital video recorder to record the shows. When she watches them, she fast-forwards through the commercials, which is known as

zipping