Question 1

The California Tree Fruit Commission has found that expanding display size by 1 percent can boost sales by 19 percent.

Accepted Answer

A) True 
 B)False

Question 2

What is selective exposure and how does it occur with consumers?

Accepted Answer

Selective exposure is a psychological th

Question 3

____ is the process by which incoming stimuli activate our sensory receptors.

Accepted Answer

A)  Sensationing 
B)  Perception 
C)  Hyperactivation 
D)  Incoming hyperactivation 
E)  Cognition 
A)  Sensationing 
B)  Perception 
C)  Hyperactivation 
D)  Incoming hyperactivation 
E)  Cognition

Question 4

David was reluctant to spend his $20 bill on a coffee.However,once he made another necessary purchase with that $20,he quickly bought a coffee with his change.David's initial reluctance was probably due to the perceptual organizational principle of

Accepted Answer

A)  closure. 
B)  figure and ground. 
C)  grouping. 
D)  bias for the whole. 
E)  subliminal perception. 
A)  closure. 
B)  figure and ground. 
C)  grouping. 
D)  bias for the whole. 
E)  subliminal perception.

Question 5

Attention has only two characteristics: (1)it is limited and (2)it is capable of being divided.

Accepted Answer

A) True 
 B)False

Question 6

Walking through the mall,Ying smelled freshly baked pretzels.Aside from appetite,this smell may also likely affect her

Accepted Answer

A)  speed of cognition. 
B)  emotion. 
C)  encoding speed. 
D)  brand loyalty. 
E)  brand name recognition. 
A)  speed of cognition. 
B)  emotion. 
C)  encoding speed. 
D)  brand loyalty. 
E)  brand name recognition.

Question 7

Marketers might not want consumers to notice that the size of their candy bar has shrunk again.This is an example of when marketers do not want a(n)

Accepted Answer

A)  subliminal perception to be exceeded. 
B)  cognitive barrier to be crossed. 
C)  absolute affect to be aroused. 
D)  differential threshold to be crossed. 
E)  minimal cognition to be elicited. 
A)  subliminal perception to be exceeded. 
B)  cognitive barrier to be crossed. 
C)  absolute affect to be aroused. 
D)  differential threshold to be crossed. 
E)  minimal cognition to be elicited.

Question 8

Sally was leading a project to put billboards by the side of the highway that would advertise the logo for a new brand of soda.She believed that drivers might not stop to read the information directly,but that the information would make some impact.This impact would be through

Accepted Answer

A)  recall. 
B)  retrieval. 
C)  preattentive processing. 
D)  postattentive processing. 
E)  lateral retrieval. 
A)  recall. 
B)  retrieval. 
C)  preattentive processing. 
D)  postattentive processing. 
E)  lateral retrieval.

Question 9

Our sensory processing is simplified by the presence of ____ that are based on the intensity of the stimulus that impinges on our sensory receptors.

Accepted Answer

A)  inhibitors 
B)  perceptual thresholds 
C)  exhibitors 
D)  sensory barriers 
E)  memory clusters 
A)  inhibitors 
B)  perceptual thresholds 
C)  exhibitors 
D)  sensory barriers 
E)  memory clusters

Question 10

What is habituation and why is it a problem for marketers?

Accepted Answer

Habituation is a psychological phenomeno

Question 11

Madame Tussauds is a case of

Accepted Answer

A)  seeing is believing. 
B)  haptic sensations. 
C)  auditory processing. 
D)  B2B. 
E)  mobile commerce. 
A)  seeing is believing. 
B)  haptic sensations. 
C)  auditory processing. 
D)  B2B. 
E)  mobile commerce.

Question 12

Marketers can capture attention by using stimuli that are easy to process.Describe three things that make a stimulus easy to process and their effects on consumers.

Accepted Answer

1. Clarity: When a stimulus is clear and

Question 13

Discuss how marketers can segment markets based on the amount of attention consumers pay to various marketing stimuli.

Accepted Answer

Marketers can segment markets based on t

Question 14

Food and beverage marketers often try to monitor consumers' tastes through

Accepted Answer

A)  taste tests. 
B)  psychographic profile analysis. 
C)  physiological tests. 
D)  demographic profile analysis. 
E)  family profile analysis. 
A)  taste tests. 
B)  psychographic profile analysis. 
C)  physiological tests. 
D)  demographic profile analysis. 
E)  family profile analysis.

Question 15

Can attentional resources that are not used in processing a task be used to scan or analyze things outside our focal attention? Explain.

Accepted Answer

Yes, attentional resources that are not

Question 16

Jenny was watching television when the broadcast was interrupted for a commercial for a Toyota Echo.We can only say for sure that Jenny ____ the ad.

Accepted Answer

A)  comprehended 
B)  was exposed to 
C)  paid attention to 
D)  was motivated by 
E)  was involved in 
A)  comprehended 
B)  was exposed to 
C)  paid attention to 
D)  was motivated by 
E)  was involved in

Question 17

Prominent stimuli stand out relative to the environment because

Accepted Answer

A)  of their intensity. 
B)  they are easily understood. 
C)  they are easily imagined. 
D)  of their novelty. 
E)  of their irony. 
A)  of their intensity. 
B)  they are easily understood. 
C)  they are easily imagined. 
D)  of their novelty. 
E)  of their irony.

Question 18

Within a marketing context,describe some of the factors that make a stimulus personally relevant.

Accepted Answer

Within a marketing context, personal rel

Question 19

When direct-comparison ads first appeared,they attracted Ted's attention.Now that there are so many of them,he is not as interested because of

Accepted Answer

A)  abstraction. 
B)  procedurization. 
C)  shock. 
D)  cognitive separation. 
E)  habituation. 
A)  abstraction. 
B)  procedurization. 
C)  shock. 
D)  cognitive separation. 
E)  habituation.

Question 20

What are the different ways in which pleasant stimuli can increase consumers' attention?

Accepted Answer

Pleasant stimuli can increase consumers'

The California Tree Fruit Commission has found that expanding display size by 1 percent can boost sales by 19 percent.

What is selective exposure and how does it occur with consumers?

____ is the process by which incoming stimuli activate our sensory receptors.

David was reluctant to spend his $20 bill on a coffee.However,once he made another necessary purchase with that $20,he quickly bought a coffee with his change.David's initial reluctance was probably due to the perceptual organizational principle of

Attention has only two characteristics: (1)it is limited and (2)it is capable of being divided.

Walking through the mall,Ying smelled freshly baked pretzels.Aside from appetite,this smell may also likely affect her

Marketers might not want consumers to notice that the size of their candy bar has shrunk again.This is an example of when marketers do not want a(n)

Sally was leading a project to put billboards by the side of the highway that would advertise the logo for a new brand of soda.She believed that drivers might not stop to read the information directly,but that the information would make some impact.This impact would be through

Our sensory processing is simplified by the presence of ____ that are based on the intensity of the stimulus that impinges on our sensory receptors.

What is habituation and why is it a problem for marketers?

Madame Tussauds is a case of

Marketers can capture attention by using stimuli that are easy to process.Describe three things that make a stimulus easy to process and their effects on consumers.

Discuss how marketers can segment markets based on the amount of attention consumers pay to various marketing stimuli.

Food and beverage marketers often try to monitor consumers' tastes through

Can attentional resources that are not used in processing a task be used to scan or analyze things outside our focal attention? Explain.

Jenny was watching television when the broadcast was interrupted for a commercial for a Toyota Echo.We can only say for sure that Jenny ____ the ad.

Prominent stimuli stand out relative to the environment because

Within a marketing context,describe some of the factors that make a stimulus personally relevant.

When direct-comparison ads first appeared,they attracted Ted's attention.Now that there are so many of them,he is not as interested because of

What are the different ways in which pleasant stimuli can increase consumers' attention?

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing,Ethics,and Social Responsibility in Today's Consumer Society

Filters

Exam 3: From Exposure to Comprehension

The California Tree Fruit Commission has found that expanding display size by 1 percent can boost sales by 19 percent.

What is selective exposure and how does it occur with consumers?

____ is the process by which incoming stimuli activate our sensory receptors.

David was reluctant to spend his $20 bill on a coffee.However,once he made another necessary purchase with that $20,he quickly bought a coffee with his change.David's initial reluctance was probably due to the perceptual organizational principle of

Attention has only two characteristics: (1)it is limited and (2)it is capable of being divided.

Walking through the mall,Ying smelled freshly baked pretzels.Aside from appetite,this smell may also likely affect her

Marketers might not want consumers to notice that the size of their candy bar has shrunk again.This is an example of when marketers do not want a(n)

Sally was leading a project to put billboards by the side of the highway that would advertise the logo for a new brand of soda.She believed that drivers might not stop to read the information directly,but that the information would make some impact.This impact would be through

Our sensory processing is simplified by the presence of ____ that are based on the intensity of the stimulus that impinges on our sensory receptors.

What is habituation and why is it a problem for marketers?

Madame Tussauds is a case of

Marketers can capture attention by using stimuli that are easy to process.Describe three things that make a stimulus easy to process and their effects on consumers.

Discuss how marketers can segment markets based on the amount of attention consumers pay to various marketing stimuli.

Food and beverage marketers often try to monitor consumers' tastes through

Can attentional resources that are not used in processing a task be used to scan or analyze things outside our focal attention? Explain.

Jenny was watching television when the broadcast was interrupted for a commercial for a Toyota Echo.We can only say for sure that Jenny ____ the ad.

Prominent stimuli stand out relative to the environment because

Within a marketing context,describe some of the factors that make a stimulus personally relevant.

When direct-comparison ads first appeared,they attracted Ted's attention.Now that there are so many of them,he is not as interested because of

What are the different ways in which pleasant stimuli can increase consumers' attention?

Understanding Consumer Behavior

Motivation, Ability, and Opportunity

Memory and Knowledge

Attitudes Based on High Effort

Attitudes Based on Low Effort

Problem Recognition and Information Search

Judgment and Decision Making Based on High Effort

Judgment and Decision Making Based on Low Effort

Post-Decision Processes

Social Influences on Consumer Behavior

Consumer Diversity

Household and Social Class Influences

Psychographics: Values, Personality, and Lifestyles

Innovations: Adoption, Resistance, and Diffusion

Symbolic Consumer Behavior

Marketing,Ethics,and Social Responsibility in Today's Consumer Society

Filters