Question 1

Which of the following strategies can help overcome consumers' habituation to stimuli?

Accepted Answer

A)  Including abstract stimuli 
B)  Avoiding the use of competing stimuli 
C)  Avoiding contrasting stimuli 
D)  Altering marketing stimuli periodically 
E)  Avoiding prominent stimuli 
A)  Including abstract stimuli 
B)  Avoiding the use of competing stimuli 
C)  Avoiding contrasting stimuli 
D)  Altering marketing stimuli periodically 
E)  Avoiding prominent stimuli D

Question 2

Which of the following statements is true of prominence in marketing stimuli?

Accepted Answer

A)  Movement decreases prominence. 
B)  Making ads less cluttered decreases prominence. 
C)  Decreasing the amount of space devoted to text within an ad increases prominence. 
D)  Prominent stimuli habituate consumers. 
E)  Prominent stimuli stand out relative to the environment because of their intensity. 
A)  Movement decreases prominence. 
B)  Making ads less cluttered decreases prominence. 
C)  Decreasing the amount of space devoted to text within an ad increases prominence. 
D)  Prominent stimuli habituate consumers. 
E)  Prominent stimuli stand out relative to the environment because of their intensity. E

Question 3

The absolute threshold is the intensity difference needed between two stimuli before they are perceived to be different.

Accepted Answer

A) True 
 B)False  False

Question 4

Marketing stimuli can be made pleasant by using attractive models, humor, and music in ads.

Accepted Answer

A) True 
 B)False

Question 5

An infomercial is advertising that takes the form of editorial content.

Accepted Answer

A) True 
 B)False

Question 6

Discuss the key characteristics of attention.

Accepted Answer

Attention is a complex cognitive process

Question 7

If consumers are distracted from an ad, they devote less attention to it.

Accepted Answer

A) True 
 B)False

Question 8

Explain subjective and objective comprehension.

Accepted Answer

Subjective comprehension and objective c

Question 9

_____ is the process of systematically managing consumers' perception and experiences of marketing stimuli.

Accepted Answer

A)  Habituation 
B)  Comprehension 
C)  Skipping 
D)  Gaining exposure 
E)  Sensory marketing 
A)  Habituation 
B)  Comprehension 
C)  Skipping 
D)  Gaining exposure 
E)  Sensory marketing

Question 10

Product distribution and shelf placement do not affect consumers' exposure to brands and packages.

Accepted Answer

A) True 
 B)False

Question 11

Vactin Corp., an apparel store, wants to create an air of mystery around its products. To advertise the store, it puts up billboards with the message "Would you like to know what is in store for you?" on a white background. This advertisement is an example of:

Accepted Answer

A)  using humor in advertising. 
B)  an infomercial. 
C)  reversal of figure and ground principle. 
D)  preference for the whole principle. 
E)  making stimuli personally relevant. 
A)  using humor in advertising. 
B)  an infomercial. 
C)  reversal of figure and ground principle. 
D)  preference for the whole principle. 
E)  making stimuli personally relevant.

Question 12

Which of the following statements is true of consumers' perceptions?

Accepted Answer

A)  Images located near the package top add to the perception of a product as "heavy." 
B)  Consumers perceive that packages in eye-catching shapes contain more of a product. 
C)  All consumers possess the same ability to label odors. 
D)  When consumers taste foods with a hard or rough texture, they associate the foods with fat. 
E)  Reaction to touch in sales situation is the same across cultures. 
A)  Images located near the package top add to the perception of a product as "heavy." 
B)  Consumers perceive that packages in eye-catching shapes contain more of a product. 
C)  All consumers possess the same ability to label odors. 
D)  When consumers taste foods with a hard or rough texture, they associate the foods with fat. 
E)  Reaction to touch in sales situation is the same across cultures.

Question 13

At Sulgen Bed and Bath store, the mattresses displayed are covered with linen and pillows are placed on the mattresses. This is done to influence the perception of the products. This setting is an example of _____.

Accepted Answer

A)  closure 
B)  figure and ground 
C)  grouping 
D)  zapping 
E)  zipping 
A)  closure 
B)  figure and ground 
C)  grouping 
D)  zapping 
E)  zipping

Question 14

With zipping, consumers attend to all marketing stimuli.

Accepted Answer

A) True 
 B)False

Question 15

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 16

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as _____.

Accepted Answer

A)  habituation 
B)  comprehension 
C)  perception 
D)  gaining exposure 
E)  sensory marketing 
A)  habituation 
B)  comprehension 
C)  perception 
D)  gaining exposure 
E)  sensory marketing

Question 17

_____ states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

Accepted Answer

A)  Social identity theory 
B)  Hofstede's law 
C)  The theory of optimal simulation level 
D)  Trait theory 
E)  Weber's law 
A)  Social identity theory 
B)  Hofstede's law 
C)  The theory of optimal simulation level 
D)  Trait theory 
E)  Weber's law

Question 18

_____ represents a somewhat higher, more meaningful level of processing than simply having stimuli register on consumers' sensory receptors.

Accepted Answer

A)  Source identification 
B)  Selective exposure 
C)  Perceptual organization 
D)  Zipping 
E)  Zapping 
A)  Source identification 
B)  Selective exposure 
C)  Perceptual organization 
D)  Zipping 
E)  Zapping

Question 19

Telore's yogurt container is narrower at the top than at the bottom. Its competitors' yogurt containers have a broader top and narrower bottom. This is an example of using _____ in marketing stimuli.

Accepted Answer

A)  novelty 
B)  rhetoric 
C)  puzzle 
D)  humor 
E)  abstraction 
A)  novelty 
B)  rhetoric 
C)  puzzle 
D)  humor 
E)  abstraction

Question 20

Explain the process of perceptual organization.

Accepted Answer

Perceptual organization is the process b

Which of the following strategies can help overcome consumers' habituation to stimuli?

Which of the following statements is true of prominence in marketing stimuli?

The absolute threshold is the intensity difference needed between two stimuli before they are perceived to be different.

Marketing stimuli can be made pleasant by using attractive models, humor, and music in ads.

An infomercial is advertising that takes the form of editorial content.

Discuss the key characteristics of attention.

If consumers are distracted from an ad, they devote less attention to it.

Explain subjective and objective comprehension.

_____ is the process of systematically managing consumers' perception and experiences of marketing stimuli.

Product distribution and shelf placement do not affect consumers' exposure to brands and packages.

Vactin Corp., an apparel store, wants to create an air of mystery around its products. To advertise the store, it puts up billboards with the message "Would you like to know what is in store for you?" on a white background. This advertisement is an example of:

Which of the following statements is true of consumers' perceptions?

At Sulgen Bed and Bath store, the mattresses displayed are covered with linen and pillows are placed on the mattresses. This is done to influence the perception of the products. This setting is an example of _____.

With zipping, consumers attend to all marketing stimuli.

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

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as _____.

_____ states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

_____ represents a somewhat higher, more meaningful level of processing than simply having stimuli register on consumers' sensory receptors.

Telore's yogurt container is narrower at the top than at the bottom. Its competitors' yogurt containers have a broader top and narrower bottom. This is an example of using _____ in marketing stimuli.

Explain the process of perceptual organization.

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

Which of the following strategies can help overcome consumers' habituation to stimuli?

Which of the following statements is true of prominence in marketing stimuli?

The absolute threshold is the intensity difference needed between two stimuli before they are perceived to be different.

Marketing stimuli can be made pleasant by using attractive models, humor, and music in ads.

An infomercial is advertising that takes the form of editorial content.

Discuss the key characteristics of attention.

If consumers are distracted from an ad, they devote less attention to it.

Explain subjective and objective comprehension.

_____ is the process of systematically managing consumers' perception and experiences of marketing stimuli.

Product distribution and shelf placement do not affect consumers' exposure to brands and packages.

Vactin Corp., an apparel store, wants to create an air of mystery around its products. To advertise the store, it puts up billboards with the message "Would you like to know what is in store for you?" on a white background. This advertisement is an example of:

Which of the following statements is true of consumers' perceptions?

At Sulgen Bed and Bath store, the mattresses displayed are covered with linen and pillows are placed on the mattresses. This is done to influence the perception of the products. This setting is an example of _____.

With zipping, consumers attend to all marketing stimuli.

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

The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as _____.

_____ states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

_____ represents a somewhat higher, more meaningful level of processing than simply having stimuli register on consumers' sensory receptors.

Telore's yogurt container is narrower at the top than at the bottom. Its competitors' yogurt containers have a broader top and narrower bottom. This is an example of using _____ in marketing stimuli.

Explain the process of perceptual organization.

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