Question 1

Which of the following is NOT considered a stimulus factor affecting attention?

Accepted Answer

A)  size 
B)  intensity 
C)  clutter 
D)  position 
E)  isolation 
A)  size 
B)  intensity 
C)  clutter 
D)  position 
E)  isolation

Question 2

High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad.

Accepted Answer

A) True 
 B)False

Question 3

When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as _____.

Accepted Answer

A)  a direct claim 
B)  deceptive advertising 
C)  interpretation discrepancy 
D)  claim-belief discrepancy 
E)  inferential discrepancy 
A)  a direct claim 
B)  deceptive advertising 
C)  interpretation discrepancy 
D)  claim-belief discrepancy 
E)  inferential discrepancy

Question 4

According to the consumer insight in your text, "synners" have a neurological condition that crosses two or more senses.

Accepted Answer

A) True 
 B)False

Question 5

_____ is a drive state created by consumer interests and needs.

Accepted Answer

A)  Ability 
B)  Emotion 
C)  Cognition 
D)  Motivation 
E)  Focused attention 
A)  Ability 
B)  Emotion 
C)  Cognition 
D)  Motivation 
E)  Focused attention

Question 6

The size, shape, and color are specific _____ of the stimulus that can affect interpretation.

Accepted Answer

A)  cues 
B)  traits 
C)  elements 
D)  contextual cues 
E)  signals 
A)  cues 
B)  traits 
C)  elements 
D)  contextual cues 
E)  signals

Question 7

Which of the following statements is FALSE regarding situational factors affecting attention?

Accepted Answer

A)  Motivation and ability are two major situational factors affecting attention. 
B)  In advertising, consumers pay less attention to a commercial in a large cluster of commercials than they do to one in a smaller set. 
C)  Clutter represents the density of stimuli in the environment. 
D)  Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads. 
E)  Clutter and program involvement are two major situational factors affecting attention. 
A)  Motivation and ability are two major situational factors affecting attention. 
B)  In advertising, consumers pay less attention to a commercial in a large cluster of commercials than they do to one in a smaller set. 
C)  Clutter represents the density of stimuli in the environment. 
D)  Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads. 
E)  Clutter and program involvement are two major situational factors affecting attention.

Question 8

Product placement is subliminal.

Accepted Answer

A) True 
 B)False

Question 9

_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

Accepted Answer

A)  Proximity 
B)  Ambush marketing 
C)  Closure 
D)  Inference 
E)  Figure-ground 
A)  Proximity 
B)  Ambush marketing 
C)  Closure 
D)  Inference 
E)  Figure-ground

Question 10

An advertiser that surrounds its ads with positive programming _____.

Accepted Answer

A)  is tapping into the isolation effect 
B)  is basing its strategy on figure-ground theory 
C)  is utilizing adaptation level theory 
D)  increases the chances that its information is evaluated in a more positive light 
E)  none of the above 
A)  is tapping into the isolation effect 
B)  is basing its strategy on figure-ground theory 
C)  is utilizing adaptation level theory 
D)  increases the chances that its information is evaluated in a more positive light 
E)  none of the above

Question 11

What are the major individual factors affecting attention?

Accepted Answer

A)  needs and wants 
B)  hemispheric lateralization and interpretation 
C)  motivation and needs 
D)  exposure and interpretation 
E)  motivation and ability 
A)  needs and wants 
B)  hemispheric lateralization and interpretation 
C)  motivation and needs 
D)  exposure and interpretation 
E)  motivation and ability

Question 12

Stimulus characteristics affecting interpretation include traits, organization, and changes.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is NOT an individual characteristic that influences interpretation?

Accepted Answer

A)  traits 
B)  learning and knowledge 
C)  expectations 
D)  organization 
E)  All of the above are individual characteristics that influence interpretation. 
A)  traits 
B)  learning and knowledge 
C)  expectations 
D)  organization 
E)  All of the above are individual characteristics that influence interpretation.

Question 14

Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____.

Accepted Answer

A)  infomercials 
B)  direct-to-consumer advertisements 
C)  advertorials 
D)  infotorials 
E)  product placement 
A)  infomercials 
B)  direct-to-consumer advertisements 
C)  advertorials 
D)  infotorials 
E)  product placement

Question 15

_____ advertising is perhaps the fastest-growing alternative media, allowing for exposure to _____ who tend to avoid traditional media, such as TV.

Accepted Answer

A)  Fashion magazine; females age 18-24 
B)  Grocery store; older consumers age 55+ 
C)  Video game; young males age 18-24 
D)  Billboard; children age 2-7 
E)  None of the above 
A)  Fashion magazine; females age 18-24 
B)  Grocery store; older consumers age 55+ 
C)  Video game; young males age 18-24 
D)  Billboard; children age 2-7 
E)  None of the above

Question 16

Which of the following is an individual characteristic that influences interpretation?

Accepted Answer

A)  expectations 
B)  organization 
C)  changes 
D)  proximity 
E)  clutter 
A)  expectations 
B)  organization 
C)  changes 
D)  proximity 
E)  clutter

Question 17

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?

Accepted Answer

A)  involuntary 
B)  nonvoluntary 
C)  voluntary 
D)  selective 
E)  considered 
A)  involuntary 
B)  nonvoluntary 
C)  voluntary 
D)  selective 
E)  considered

Question 18

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____.

Accepted Answer

A)  just noticeable difference 
B)  perceptual difference 
C)  discriminatory difference 
D)  inferential difference 
E)  minimal difference 
A)  just noticeable difference 
B)  perceptual difference 
C)  discriminatory difference 
D)  inferential difference 
E)  minimal difference

Question 19

_____ is the assignment of meaning to sensations.

Accepted Answer

A)  Attention 
B)  Perception 
C)  Interpretation 
D)  Hemispheric lateralization 
E)  Information processing 
A)  Attention 
B)  Perception 
C)  Interpretation 
D)  Hemispheric lateralization 
E)  Information processing

Question 20

_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

Accepted Answer

A)  Proximity 
B)  Rhetorical figures 
C)  Contextual cues 
D)  Organization 
E)  Closure 
A)  Proximity 
B)  Rhetorical figures 
C)  Contextual cues 
D)  Organization 
E)  Closure

Which of the following is NOT considered a stimulus factor affecting attention?

High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad.

When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as _____.

According to the consumer insight in your text, "synners" have a neurological condition that crosses two or more senses.

_____ is a drive state created by consumer interests and needs.

The size, shape, and color are specific _____ of the stimulus that can affect interpretation.

Which of the following statements is FALSE regarding situational factors affecting attention?

Product placement is subliminal.

_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

An advertiser that surrounds its ads with positive programming _____.

What are the major individual factors affecting attention?

Stimulus characteristics affecting interpretation include traits, organization, and changes.

Which of the following is NOT an individual characteristic that influences interpretation?

Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____.

_ advertising is perhaps the fastest-growing alternative media, allowing for exposure to _ who tend to avoid traditional media, such as TV.

Which of the following is an individual characteristic that influences interpretation?

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____.

_____ is the assignment of meaning to sensations.

_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

Introduction

Cross-Cultural Variations in Consumer Behavior

The Changing American Society: Values

The Changing American Society: Demographics and Social Stratification

The Changing American Society: Subcultures

The American Society: Family and Households

Group Influence on Consumer Behavior

Learning, Memory, and Product Positioning

Motivation, Personality, and Emotion

Attitudes and Influencing Attitudes

Self-Concept and Lifestyle

Situational Influences

Consumer Decision Process and Problem Recognition

Information Search

Alternative Evaluation and Selection

Outlet Selection and Purchase

Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Organizational and Buyer Behavior

Marketing Regulation and Consumer Behavior

Filters

Exam 8: Perception

Which of the following is NOT considered a stimulus factor affecting attention?

High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad.

When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as _____.

According to the consumer insight in your text, "synners" have a neurological condition that crosses two or more senses.

_____ is a drive state created by consumer interests and needs.

The size, shape, and color are specific _____ of the stimulus that can affect interpretation.

Which of the following statements is FALSE regarding situational factors affecting attention?

Product placement is subliminal.

_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

An advertiser that surrounds its ads with positive programming _____.

What are the major individual factors affecting attention?

Stimulus characteristics affecting interpretation include traits, organization, and changes.

Which of the following is NOT an individual characteristic that influences interpretation?

Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____.

_____ advertising is perhaps the fastest-growing alternative media, allowing for exposure to _____ who tend to avoid traditional media, such as TV.

Which of the following is an individual characteristic that influences interpretation?

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____.

_____ is the assignment of meaning to sensations.

_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

Introduction

Cross-Cultural Variations in Consumer Behavior

The Changing American Society: Values

The Changing American Society: Demographics and Social Stratification

The Changing American Society: Subcultures

The American Society: Family and Households

Group Influence on Consumer Behavior

Learning, Memory, and Product Positioning

Motivation, Personality, and Emotion

Attitudes and Influencing Attitudes

Self-Concept and Lifestyle

Situational Influences

Consumer Decision Process and Problem Recognition

Information Search

Alternative Evaluation and Selection

Outlet Selection and Purchase

Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

Organizational and Buyer Behavior

Marketing Regulation and Consumer Behavior

Filters

_ advertising is perhaps the fastest-growing alternative media, allowing for exposure to _ who tend to avoid traditional media, such as TV.