MKT 3323 Chapter 8
_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. - Attention - Interpretation - Perception - Selection - Exposure
Attention
_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves. - Perception - Exposure - Interpretation - Attention - Perceptual offense
Exposure
Inner-scope Research recently found that DVR users who zip through TV ads are less "engaged" with the ads than those who did not. T/F
False
_____ is a series of activities by which stimuli are perceived, transformed into information, and stored. - Information processing - Perception - Interpretation - Perceptual exposure - Selective exposure
Information processing
_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization. - Organization - Proximity - Rhetorical figures - Closure - Contextual cues
Organization
According to the consumer insight in your text, "synners" have a neurological condition that crosses two or more senses. T/F
True
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? - adaptation level theory - dual-coding theory - expectation theory - over-exposure theory - wear-out theory
adaptation 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 _____. - physiological differentiation - affect intensity - cognitive intensity - psychological differentiation - psychological intensity
affect intensity
Which of the following is NOT considered a stimulus factor affecting attention? - position - size - clutter - intensity - isolation
clutter
An advertiser that surrounds its ads with positive programming _____. - is tapping into the isolation effect - is basing its strategy on figure-ground theory - is utilizing adaptation level theory - increases the chances that its information is evaluated in a more positive light - none of these
increases the chances that its information is evaluated in a more positive light
Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____. - advertorials - direct-to-consumer advertisements - infomercials - product placement - infotorials
infomercials
The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____. - discriminatory difference - minimal difference - perceptual difference - inferential difference - just noticeable difference
just noticeable difference
The fact that all aspects of the perception process are extremely selective is referred to as _____. - perceptual selectivity - sensory screening - ego defenses - perceptual defenses - none of these
perceptual defenses
The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as _____. - optional marketing - voluntary marketing - permission-based marketing - allowable marketing - acceptable marketing
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? - cognitive - affective - mental - psychological - physiological
physiological
Which of the following is considered a stimulus factor affecting attention? - clutter - position - motivation - ability - all of these
position
Which of the following is a situational factor affecting attention? - program involvement - motivation - repetition - isolation - ability
program involvement
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 - zoned banners - product placement - smart placements - behavioral ads
smart banners
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. - sublingual - subversive - unfocused - subliminal - lateralized
subliminal
Which characteristic of a logo has been found to lead to higher levels of logo liking? - symmetrically balanced - asymmetrically balanced - depicting unusual objects - extremely simple - extremely elaborate
symmetrically balanced