Exam 8: Perception

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 _____.

Briefly describe the concepts of information processing and perception.

_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears.

Which characteristic of a logo has been found to lead to higher levels of logo liking?

Format refers to the placement of an object in physical space or time.

Which of the following is a situational factor affecting attention?

Which of the following statements is FALSE regarding stimulus factors and attention?

According to Nielsen, product placements on TV work best ________.

_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.

Which of the following is FALSE regarding ad avoidance?

Attention is determined by three factors: the stimulus, the individual, and the situation.

Sounds of letters and words can symbolize product attributes.

The right side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening.

Walker was gathering information on plasma and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of _____.

_____ involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background.

Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as _____.

Some people experience emotions more strongly than do others, which is a trait known as _____.

When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as _____.

The information processing model has four major steps or stages: exposure, attention, interpretation, and memory.

When a teenager says, "It's cool," his friends understand that he's not talking about the temperature. In this case, the meaning of the word, "cool," is based on its _____ meaning.