Exam 8: Perception

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

Color and the nature of the programming surrounding the brand's advertisement are examples of _____ present in the situation that can play a role in consumer interpretation independent of the actual stimulus.

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

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

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

Which of the following stages of the information-processing model constitute(s) perception?

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 _____.

Reasoned-action theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less.

_____ indicates motivation or interest in a specific product category, and it can be temporary or enduring.

_____ involve(s) the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline.

_____ is separating a stimulus object from other objects.

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

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?

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, 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?

Affective interpretation is a process whereby stimuli are placed into existing categories of meaning.

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.

Beverly went to the store to purchase instant hot chocolate mix for her family. A sign near the hot chocolate directed her to a specific aisle where she could purchase marshmallows. This is an example of a(n) _____.

Which strategy for overcoming the barriers presented by DVR involves holding the ad visual relatively constant while the ad is fast-forwarded through by the viewer?

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as _____.

Dual-branding is an alliance in which two brands are put together on a single product.