Quiz chapter 8

Advertorials are program-length commercials with an 800 number and/or web address through which to order or request addition information a. true b. false

B. False. These are infomercials

Attention generally increases across repeated exposures, and repetition often increases recall. a. True b. False

B. false. Attention generally decreases across repeated exposures, and repetition often increases recall.

In most individuals, the left brain appears to control a. verbal material b. emotions c. rational thought & verbal material d. rational thought e. emotions and rational thought

C. rational thought and verbal material

Product involvement indicates motivation or an interest in a specific product category, and it can be temporary or enduring

True

Expectations is an individual characteristic that influences interpretation. a. True b. False

a. True Expectations can lead to interpretation that is inconsistent with objective reality

Affective interpretation is a process whereby stimuli are placed into existing categories of mean a. true b. false

B. False. Affective interpretation is the emotional response triggered by a stimulus such as an ad.

A method marketers use in response to ad avoidance is known as? a. product synergy b. product placement c. product integration d. ad integration e. brand placement

B. product placement

A series of activities by which stimuli are perceived, transformed into information, and stored is known as? a. The adoption process b. classical conditioning c. operant conditioning d. information processing e. none of the above

D. information processing

Co-branding is when an existing brand extends to a new category with the same name

False. This is brand extension Co-branding is an alliance in which two brands are put together on a single product

Clutter refers to the density of stimuli in the environment. a. True b. False

a. true. cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display

When the receptor nerves are activated and pass the sensations on to the brain for processing, _____ has occurred. a. cognition b. attention c. interpretation d. exposure e. none of these

b. Attention.

Perception involves the information-processing stages of? a. converting feelings into thoughts b. exposure, attention, and intepretation c. relating external and internal influences d. converting stimuli into effect e. none of the above

b. exposure, attention, and interpretation

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

b. false Exposure occurs this way

______ holds that, over time, consumers adjust to and quit noticing repeated stimuli a. subliminal simulation b. hemispheric lateralization c. adaption level theory d. information overload e. none of these

c. adaption level theory

Which of the following factors does NOT determine attention? a. the stimulus b. the individual c. the situation d. the interpretation e. all of these determine attention

d. the interpretation