Question 1

A company's distribution strategy plays a key role in creating intentional exposure to products.

Accepted Answer

A) True 
 B)False

Question 2

Billboards are one way of keeping the brand name at a high level of "top-of-mind" awareness.

Accepted Answer

A) True 
 B)False

Question 3

Interpretations that produce knowledge or beliefs that go beyond the information given are called _____.

Accepted Answer

The answer of Interpretations that produce knowledge or beliefs that...

Question 4

Influencing customer involvement with the marketing information requires attention to intrinsic and situational self-relevance.

Accepted Answer

A) True 
 B)False

Question 5

Marketers should develop specific strategies to enhance the probability that consumers will be exposed to their information and products.The three ways to do this are facilitate intentional exposure,maintain exposure,and _____.

Accepted Answer

The answer of Marketers should develop specific strategies to enhance...

Question 6

Comprehension processes vary in four important ways: Automatic processing,level,elaboration,and _____.

Accepted Answer

The answer of Comprehension processes vary in four important ways:...

Question 7

As a consumer's interpretation processes shift from _____ attention toward _____ attention,greater cognitive capacity is needed.

Accepted Answer

The answer of As a consumer's interpretation processes shift from...

Question 8

New firms introducing a new product are compelled to maximize:

Accepted Answer

A)  accidental exposure. 
B)  intentional exposure. 
C)  selective exposure. 
D)  focused exposure. 
E)  cognitive exposure.

Question 9

To influence consumers' intrinsic self-relevance,the marketer must:

Accepted Answer

A)  understand consumers' comprehension processes. 
B)  form deep, self-relevant meanings about their products through advertising. 
C)  identify the product consequences and values consumers consider most important. 
D)  lower the prices of the products which influences consumers' intrinsic self-relevance. 
E)  capture consumers' attention by making stimuli more prominent.

Question 10

If consumers' comprehension focuses on more abstract meanings,which of the following statement is true?

Accepted Answer

A)  Comprehension may be automatic. 
B)  The level of comprehension may be deep. 
C)  Comprehension may be less elaborate. 
D)  The memorability of comprehension may be low. 
E)  Comprehension may be more controlled.

Question 11

What is the first thing an advertisement must sell? Use the concept of selective exposure to support your analysis.

Accepted Answer

The answer of What is the first thing an advertisement...

Question 12

Intrinsic self-relevance generates higher levels of involvement and motivation to attend to marketing information.

Accepted Answer

A) True 
 B)False

Question 13

_____ comprehension produces more abstract meanings that represent less tangible,more subjective,and more symbolic concepts.

Accepted Answer

The answer of _____ comprehension produces more abstract meanings that...

Question 14

Shallow comprehension processes tend to produce meanings about product attributes.

Accepted Answer

A) True 
 B)False

Question 15

Attention and comprehension are part of the integration processes.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is the most difficult for the marketer to influence?

Accepted Answer

A)  Intrinsic self-relevance 
B)  Situational self-relevance 
C)  Temporary state of involvement 
D)  Environmental self-relevance 
E)  Accidental exposure

Question 17

At which of the following level does comprehension begin to involve sense-making processes for constructing meaning?

Accepted Answer

A)  Focal attention 
B)  Accidental exposure 
C)  Preconscious attention 
D)  Unconscious attention 
E)  Maximized exposure

Question 18

Briefly explain the factors influencing attention?

Accepted Answer

The answer of Briefly explain the factors influencing attention?...

Question 19

A state of high affective arousal:

Accepted Answer

A)  tends to narrow the consumer's focus of attention. 
B)  has no influence on the attention process. 
C)  reduces the amount and intensity of attention. 
D)  makes attention less selective. 
E)  leads to cognitive capacity becoming non-existent.

Question 20

Consumers often use intangible,abstract product attributes as cues in making inferences about more abstract attributes,consequences,and values.

Accepted Answer

A) True 
 B)False

Exam 5: Attention and Comprehension

A company's distribution strategy plays a key role in creating intentional exposure to products.

Billboards are one way of keeping the brand name at a high level of "top-of-mind" awareness.

Interpretations that produce knowledge or beliefs that go beyond the information given are called _____.

Influencing customer involvement with the marketing information requires attention to intrinsic and situational self-relevance.

Marketers should develop specific strategies to enhance the probability that consumers will be exposed to their information and products.The three ways to do this are facilitate intentional exposure,maintain exposure,and _____.

Comprehension processes vary in four important ways: Automatic processing,level,elaboration,and _____.

As a consumer's interpretation processes shift from _ attention toward _ attention,greater cognitive capacity is needed.

New firms introducing a new product are compelled to maximize:

To influence consumers' intrinsic self-relevance,the marketer must:

If consumers' comprehension focuses on more abstract meanings,which of the following statement is true?

What is the first thing an advertisement must sell? Use the concept of selective exposure to support your analysis.

Intrinsic self-relevance generates higher levels of involvement and motivation to attend to marketing information.

_____ comprehension produces more abstract meanings that represent less tangible,more subjective,and more symbolic concepts.

Shallow comprehension processes tend to produce meanings about product attributes.

Attention and comprehension are part of the integration processes.

Which of the following is the most difficult for the marketer to influence?

At which of the following level does comprehension begin to involve sense-making processes for constructing meaning?

Briefly explain the factors influencing attention?

A state of high affective arousal:

Consumers often use intangible,abstract product attributes as cues in making inferences about more abstract attributes,consequences,and values.