Question 1

Saturation is also called _____.

Accepted Answer

A)  hue 
B)  depth 
C)  lightness 
D)  chroma 
E)  tone 
A)  hue 
B)  depth 
C)  lightness 
D)  chroma 
E)  tone

Question 2

Discuss ways to avoid miscomprehension of messages.

Accepted Answer

There are several ways to avoid miscompr

Question 3

Which of the following is a nonmarketing source of marketing stimuli?

Accepted Answer

A)  Salespeople 
B)  Facebook messages 
C)  Brand symbols 
D)  Vine videos 
E)  Consumer reviews 
A)  Salespeople 
B)  Facebook messages 
C)  Brand symbols 
D)  Vine videos 
E)  Consumer reviews

Question 4

Identify a true statement about preattentive processing.

Accepted Answer

A)  It does not affect consumers' consideration of a product or brand. 
B)  It does not expose consumers to brand names or make the brand names familiar. 
C)  It leaves limited resources for attentive processing. 
D)  Emotionally charged commercials negatively influence preattentive processing. 
E)  Consumers devote just enough attention to an object in peripheral vision to understand it. 
A)  It does not affect consumers' consideration of a product or brand. 
B)  It does not expose consumers to brand names or make the brand names familiar. 
C)  It leaves limited resources for attentive processing. 
D)  Emotionally charged commercials negatively influence preattentive processing. 
E)  Consumers devote just enough attention to an object in peripheral vision to understand it.

Question 5

When Hissone Corp. increased the size of its ads in billboards, its customer traffic increased because a lot of customers noticed the ads. This is due to _____ in advertising.

Accepted Answer

A)  concreteness 
B)  abstractness 
C)  novelty 
D)  habituation 
E)  prominence 
A)  concreteness 
B)  abstractness 
C)  novelty 
D)  habituation 
E)  prominence

Question 6

Briefly explain how selective exposure occurs with consumers.

Accepted Answer

Selective exposure is a psychological pr

Question 7

Researchers at Fourlotts Corp. are thinking of ways to attract customers by making the firm's advertisements pleasant. Discuss the strategies that can be used by Fourlotts Corp.

Accepted Answer

There are several strategies that Fourlo

Question 8

_____ is the process of determining the properties of stimuli using vision, hearing, taste, smell, and touch.

Accepted Answer

A)  Grouping 
B)  Perception 
C)  Zipping 
D)  Habituation 
E)  Zapping 
A)  Grouping 
B)  Perception 
C)  Zipping 
D)  Habituation 
E)  Zapping

Question 9

In the context of consumer behavior, identify a true statement about attention.

Accepted Answer

A)  Attention is limited. 
B)  Preattentive processing happens with focal attention. 
C)  Focal attention occurs in peripheral vision. 
D)  Attention is undivided. 
E)  Habituation increases the attention-getting ability of marketing stimuli. 
A)  Attention is limited. 
B)  Preattentive processing happens with focal attention. 
C)  Focal attention occurs in peripheral vision. 
D)  Attention is undivided. 
E)  Habituation increases the attention-getting ability of marketing stimuli.

Question 10

Explain how consumers become habituated to marketing stimuli.

Accepted Answer

Consumers become habituated to marketing

Question 11

_____ is the activation of sensory receptors by stimuli presented below the perceptual threshold.

Accepted Answer

A)  Preattentive processing 
B)  Subliminal perception 
C)  Habituation 
D)  Motivation 
E)  Organizational perception 
A)  Preattentive processing 
B)  Subliminal perception 
C)  Habituation 
D)  Motivation 
E)  Organizational perception

Question 12

Trisni Candies recently changed the size of its candy bars. Consumers noticed the change in the candy bars' size as soon as the new batch of candy bars were supplied to the market. In this scenario, the consumers noticed the change in the size of the candy bars because:

Accepted Answer

A)  they are habituated to the new candy bars. 
B)  they are engaged in preattentive processing. 
C)  the difference in the level of stimulus intensity is below their absolute threshold. 
D)  the differential threshold of their visual perception has been crossed. 
E)  the difference in size is below the just noticeable difference. 
A)  they are habituated to the new candy bars. 
B)  they are engaged in preattentive processing. 
C)  the difference in the level of stimulus intensity is below their absolute threshold. 
D)  the differential threshold of their visual perception has been crossed. 
E)  the difference in size is below the just noticeable difference.

Question 13

Consumers' exposure to a brand is high when:

Accepted Answer

A)  the ads for the brand are aired right in the middle of a commercial break. 
B)  the consumers do not use the brand. 
C)  the brand is located at customers' waist-level at stores. 
D)  the online ads for the brand are located near the content they want to focus on. 
E)  the amount of shelf space allocated to the brand in stores is high. 
A)  the ads for the brand are aired right in the middle of a commercial break. 
B)  the consumers do not use the brand. 
C)  the brand is located at customers' waist-level at stores. 
D)  the online ads for the brand are located near the content they want to focus on. 
E)  the amount of shelf space allocated to the brand in stores is high.

Question 14

_____ reflects the amount of mental activity a consumer devotes to a stimulus.

Accepted Answer

A)  Exposure 
B)  Attention 
C)  Ability 
D)  Motivation 
E)  Opportunity 
A)  Exposure 
B)  Attention 
C)  Ability 
D)  Motivation 
E)  Opportunity

Question 15

Hesgrove Automobiles is a well-known car manufacturer. In one of its ads, its latest car is shown in a variety of locales, illustrating its ability to function on all terrains. The car is the focal point of attention, and the locales are relatively unnoticeable. In this case, the ad uses the principle of _____.

Accepted Answer

A)  preference for the whole 
B)  preattentive processing 
C)  zipping 
D)  figure and ground 
E)  grouping 
A)  preference for the whole 
B)  preattentive processing 
C)  zipping 
D)  figure and ground 
E)  grouping

Question 16

Jackson recently canceled his cable television subscription. He continues to watch his favorite shows by streaming them online. In this scenario, Jackson is a(n) _____.

Accepted Answer

A)  spokesperson 
B)  policy maker 
C)  cord-cutter 
D)  ethicist 
E)  advocate 
A)  spokesperson 
B)  policy maker 
C)  cord-cutter 
D)  ethicist 
E)  advocate

Question 17

List the perceptual thresholds, and explain how they are relevant in the context of consumer behavior.

Accepted Answer

Perceptual thresholds refer to the minim

Question 18

Which of the following statements is true of cord-cutters?

Accepted Answer

A)  They drop streaming services in favor of cable or satellite television subscriptions. 
B)  They refrain from binge-watching multiple episodes of a series in quick succession. 
C)  They view commercials but mentally block them out. 
D)  They make it easy for marketers to plan for ad exposure. 
E)  They tend to have different media habits. 
A)  They drop streaming services in favor of cable or satellite television subscriptions. 
B)  They refrain from binge-watching multiple episodes of a series in quick succession. 
C)  They view commercials but mentally block them out. 
D)  They make it easy for marketers to plan for ad exposure. 
E)  They tend to have different media habits.

Question 19

Preattentive processing takes place during focal attention.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following statements is true of the absolute threshold?

Accepted Answer

A)  It is the amount of intensity needed for a person to detect a difference between something and nothing. 
B)  It is the intensity difference between two stimuli before people can perceive that the stimuli are different. 
C)  It is the activation of sensory receptors by stimuli presented below the perceptual threshold. 
D)  Consumers will only consciously perceive a marketing stimulus when it is below the absolute threshold. 
E)  Stimuli are presented below the threshold level of conscious awareness. 
A)  It is the amount of intensity needed for a person to detect a difference between something and nothing. 
B)  It is the intensity difference between two stimuli before people can perceive that the stimuli are different. 
C)  It is the activation of sensory receptors by stimuli presented below the perceptual threshold. 
D)  Consumers will only consciously perceive a marketing stimulus when it is below the absolute threshold. 
E)  Stimuli are presented below the threshold level of conscious awareness.

Saturation is also called _____.

Discuss ways to avoid miscomprehension of messages.

Which of the following is a nonmarketing source of marketing stimuli?

Identify a true statement about preattentive processing.

When Hissone Corp. increased the size of its ads in billboards, its customer traffic increased because a lot of customers noticed the ads. This is due to _____ in advertising.

Briefly explain how selective exposure occurs with consumers.

Researchers at Fourlotts Corp. are thinking of ways to attract customers by making the firm's advertisements pleasant. Discuss the strategies that can be used by Fourlotts Corp.

_____ is the process of determining the properties of stimuli using vision, hearing, taste, smell, and touch.

In the context of consumer behavior, identify a true statement about attention.

Explain how consumers become habituated to marketing stimuli.

_____ is the activation of sensory receptors by stimuli presented below the perceptual threshold.

Trisni Candies recently changed the size of its candy bars. Consumers noticed the change in the candy bars' size as soon as the new batch of candy bars were supplied to the market. In this scenario, the consumers noticed the change in the size of the candy bars because:

Consumers' exposure to a brand is high when:

_____ reflects the amount of mental activity a consumer devotes to a stimulus.

Jackson recently canceled his cable television subscription. He continues to watch his favorite shows by streaming them online. In this scenario, Jackson is a(n) _____.

List the perceptual thresholds, and explain how they are relevant in the context of consumer behavior.

Which of the following statements is true of cord-cutters?

Preattentive processing takes place during focal attention.

Which of the following statements is true of the absolute threshold?

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

Saturation is also called _____.

Discuss ways to avoid miscomprehension of messages.

Which of the following is a nonmarketing source of marketing stimuli?

Identify a true statement about preattentive processing.

When Hissone Corp. increased the size of its ads in billboards, its customer traffic increased because a lot of customers noticed the ads. This is due to _____ in advertising.

Briefly explain how selective exposure occurs with consumers.

Researchers at Fourlotts Corp. are thinking of ways to attract customers by making the firm's advertisements pleasant. Discuss the strategies that can be used by Fourlotts Corp.

_____ is the process of determining the properties of stimuli using vision, hearing, taste, smell, and touch.

In the context of consumer behavior, identify a true statement about attention.

Explain how consumers become habituated to marketing stimuli.

_____ is the activation of sensory receptors by stimuli presented below the perceptual threshold.

Trisni Candies recently changed the size of its candy bars. Consumers noticed the change in the candy bars' size as soon as the new batch of candy bars were supplied to the market. In this scenario, the consumers noticed the change in the size of the candy bars because:

Consumers' exposure to a brand is high when:

_____ reflects the amount of mental activity a consumer devotes to a stimulus.

Jackson recently canceled his cable television subscription. He continues to watch his favorite shows by streaming them online. In this scenario, Jackson is a(n) _____.

List the perceptual thresholds, and explain how they are relevant in the context of consumer behavior.

Which of the following statements is true of cord-cutters?

Preattentive processing takes place during focal attention.

Which of the following statements is true of the absolute threshold?

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