Exam2

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

40%

The capacity of STM is thought to be in the range of ________ bits of information. 1 to 2 15 to 20 5 to 9 3 to 5 10 to 14

5 to 9

The process of encouraging partial responses leading to the final desired response is known as classical conditioning. T or F

False known as operant conditioning

Which of the following is FALSE regarding ad avoidance? Hectic lifestyles increase ad avoidance. High levels of advertising clutter increase ad avoidance. Females are more likely to avoid ads than males. Higher social classes avoid ads more than lower social classes. Younger consumers avoid ads more than older consumers.

Females are more likely to avoid ads than males.

Which of the following statements is TRUE regarding stimulus position and attention with respect to advertising? Ads on the left-hand page receive more attention than those on the right based on how we peruse magazines and newspapers. In television, the probability of a commercial being viewed and remembered increases as it moves from being the first to air during a break to the last to air. In online contexts, horizontal banners attract more attention than vertical banners. 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. Position effects in advertising are the same regardless of the medium used.

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.

Echoic memory is the memory of sounds, including words. T or F

True

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

True

Which of the following enhances the strength of learning? importance mood message involvement repetition all of the above

all of the above

Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not, is known as ________. stealth marketing product placement ambush marketing gorilla marketing tangential marketing

ambush marketing

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 stealth marketing gorilla marketing product placement unethical marketing

ambush marketing

High-involvement learning often involves ________. analytical reasoning classical conditioning iconic rote learning all of the above none of the above

analytical reasoning

Which of the following is NOT considered a stimulus factor affecting attention? clutter isolation position intensity size

clutter

Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the ________. accessible set priority set preferred set evoked set primary set

evoked set

Which type of memory involves the nonconscious retrieval of previously encountered stimuli? constructed memory implicit memory explicit memory schematic memory concrete memory

implicit memory Implicit memory is a sense of familiarity, a feeling, or a set of beliefs about an item.

A series of activities by which stimuli are perceived, transformed into information, and stored is called ________. positioning information processing interpretation marketing learning

information processing

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer ________. behavior action attitudes acceptance interpretation

interpretation

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? psychological mental physiological affective cognitive

physiological

Which group of consumers is better able to chunk product information? older consumers product experts males younger consumers females

product experts

Memory of how an action should occur is a special type of schema known as a(n) ________. episode concept directive script operant

script

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. subversive sublingual lateralized unfocused subliminal

subliminal