Question 1

_____ is the intensity of stimuli that causes them to stand out relative to the environment.

Accepted Answer

A)  Abstraction 
B)  Concreteness 
C)  Ambivalence 
D)  Prominence 
E)  Habituation 
A)  Abstraction 
B)  Concreteness 
C)  Ambivalence 
D)  Prominence 
E)  Habituation

Question 2

Despite skipping and zipping, prior exposure to an ad improves consumers' recall of the message but increases consumers' tendency to avoid previously seen ads.

Accepted Answer

A) True 
 B)False

Question 3

A stimulus can be made personally relevant by:

Accepted Answer

A)  using ads containing attractive models. 
B)  showing people who are similar to the target audience in an ad. 
C)  using extremely novel stimuli in an ad. 
D)  including abstract stimuli rather than concrete stimuli. 
E)  making customers get habituated to ads. 
A)  using ads containing attractive models. 
B)  showing people who are similar to the target audience in an ad. 
C)  using extremely novel stimuli in an ad. 
D)  including abstract stimuli rather than concrete stimuli. 
E)  making customers get habituated to ads.

Question 4

_____ means coming into physical contact with a stimulus.

Accepted Answer

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

Question 5

_____ is the extent to which a stimulus is capable of being imagined.

Accepted Answer

A)  Novelty 
B)  Concreteness 
C)  Unexpectedness 
D)  Prominence 
E)  Habituation 
A)  Novelty 
B)  Concreteness 
C)  Unexpectedness 
D)  Prominence 
E)  Habituation

Question 6

Consumers can be exposed to marketing stimuli at any stage of the decision-making process.

Accepted Answer

A) True 
 B)False

Question 7

_____ is the pigment contained in a color.

Accepted Answer

A)  Hue 
B)  Saturation 
C)  Lightness 
D)  Chroma 
E)  Tone 
A)  Hue 
B)  Saturation 
C)  Lightness 
D)  Chroma 
E)  Tone

Question 8

Explain preattentive processing.

Accepted Answer

Preattentive processing refers to the br

Question 9

Brenda records her favorite TV show on a digital video recorder because it is aired during her work hours. When she watches the recorded show later, she skips all the commercials and watches only the show. In this case, Brenda's actions can be categorized as _____.

Accepted Answer

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

Question 10

Preattentive processing can be defined as:

Accepted Answer

A)  processing where most of the attentional resources are devoted to one thing. 
B)  the higher-order processing activities. 
C)  the nonconscious processing of stimuli. 
D)  fast-forwarding through commercials on a program recorded earlier. 
E)  switching channels during commercial breaks. 
A)  processing where most of the attentional resources are devoted to one thing. 
B)  the higher-order processing activities. 
C)  the nonconscious processing of stimuli. 
D)  fast-forwarding through commercials on a program recorded earlier. 
E)  switching channels during commercial breaks.

Question 11

Sarah lives with four family members. When they watch television after dinner, Sarah holds on to the remote control and switches channels during commercials. In this scenario, Sarah is involved in _____.

Accepted Answer

A)  zipping 
B)  zapping 
C)  grouping 
D)  source identification 
E)  preattentive processing 
A)  zipping 
B)  zapping 
C)  grouping 
D)  source identification 
E)  preattentive processing

Question 12

Which of the following statements is true of nonfocal attention?

Accepted Answer

A)  Information processing cannot take place during nonfocal attention. 
B)  Nonfocal attention happens when consumers focus on a stimulus. 
C)  Consumers are aware of engaging in nonfocal attention. 
D)  Consumers' nonfocal attention is not divided. 
E)  Limited attentional resources are devoted to nonfocal attention. 
A)  Information processing cannot take place during nonfocal attention. 
B)  Nonfocal attention happens when consumers focus on a stimulus. 
C)  Consumers are aware of engaging in nonfocal attention. 
D)  Consumers' nonfocal attention is not divided. 
E)  Limited attentional resources are devoted to nonfocal attention.

Question 13

Which of the following statements is true of focal attention?

Accepted Answer

A)  Consumers process information which is outside the focus of their attention. 
B)  Information is processed in peripheral vision during focal attention. 
C)  Focal attention happens when consumers focus on a stimulus. 
D)  Limited attentional resources are devoted to focal attention. 
E)  Consumers' focal attention is unlimited. 
A)  Consumers process information which is outside the focus of their attention. 
B)  Information is processed in peripheral vision during focal attention. 
C)  Focal attention happens when consumers focus on a stimulus. 
D)  Limited attentional resources are devoted to focal attention. 
E)  Consumers' focal attention is unlimited.

Question 14

Which of the following statements is true of consumers' perception of vision?

Accepted Answer

A)  Seeing more pictures of products being compared helps consumers be certain about their choices. 
B)  Consumers' sensory experiences of a product are not influenced by the shape of the packaging. 
C)  Color preferences are not affected by gender. 
D)  Products in the center visually attract more attention than products from the side of the shelf. 
E)  Brighter light decreases affective intensity. 
A)  Seeing more pictures of products being compared helps consumers be certain about their choices. 
B)  Consumers' sensory experiences of a product are not influenced by the shape of the packaging. 
C)  Color preferences are not affected by gender. 
D)  Products in the center visually attract more attention than products from the side of the shelf. 
E)  Brighter light decreases affective intensity.

Question 15

Discuss ways of maximizing consumer exposure through product distribution and shelf placement.

Accepted Answer

There are several ways to maximize consu

Question 16

Which of the following statements is true of subliminal perception?

Accepted Answer

A)  Consumers' attention is directed squarely at the stimulus that is presented subliminally. 
B)  Consumers involved in subliminal perception are exposed to an ad in their peripheral vision. 
C)  Subliminal stimuli are presented for a very long time so that consumers easily perceive them. 
D)  Consumers process information which is outside the focus of their attention. 
E)  Subliminal perception is also called preattentive processing. 
A)  Consumers' attention is directed squarely at the stimulus that is presented subliminally. 
B)  Consumers involved in subliminal perception are exposed to an ad in their peripheral vision. 
C)  Subliminal stimuli are presented for a very long time so that consumers easily perceive them. 
D)  Consumers process information which is outside the focus of their attention. 
E)  Subliminal perception is also called preattentive processing.

Question 17

Discuss how consumers' culture affects message comprehension.

Accepted Answer

Consumers' culture plays a significant r

Question 18

Consumers control their exposure to marketing stimuli.

Accepted Answer

A) True 
 B)False

Question 19

In the context of touch as a marketing stimulus, which of the following is a tactic to increase sales?

Accepted Answer

A)  Offering coupons 
B)  Offering "scratch-and-sniff" ads 
C)  Offering trial sizes 
D)  Conducting contests 
E)  Giving promotional deals 
A)  Offering coupons 
B)  Offering "scratch-and-sniff" ads 
C)  Offering trial sizes 
D)  Conducting contests 
E)  Giving promotional deals

Question 20

Which of the following is a disadvantage of using smell as a marketing stimulus?

Accepted Answer

A)  Smell does not entice consumers to try or buy a food product. 
B)  Smell does not produce physiological and emotional responses in consumers. 
C)  Consumers do not like products that mask aromas. 
D)  Some consumers may dislike a product scent or find it irritating. 
E)  Consumers do not perceive products through smell. 
A)  Smell does not entice consumers to try or buy a food product. 
B)  Smell does not produce physiological and emotional responses in consumers. 
C)  Consumers do not like products that mask aromas. 
D)  Some consumers may dislike a product scent or find it irritating. 
E)  Consumers do not perceive products through smell.

_____ is the intensity of stimuli that causes them to stand out relative to the environment.

Despite skipping and zipping, prior exposure to an ad improves consumers' recall of the message but increases consumers' tendency to avoid previously seen ads.

A stimulus can be made personally relevant by:

_____ means coming into physical contact with a stimulus.

_____ is the extent to which a stimulus is capable of being imagined.

Consumers can be exposed to marketing stimuli at any stage of the decision-making process.

_____ is the pigment contained in a color.

Explain preattentive processing.

Brenda records her favorite TV show on a digital video recorder because it is aired during her work hours. When she watches the recorded show later, she skips all the commercials and watches only the show. In this case, Brenda's actions can be categorized as _____.

Preattentive processing can be defined as:

Sarah lives with four family members. When they watch television after dinner, Sarah holds on to the remote control and switches channels during commercials. In this scenario, Sarah is involved in _____.

Which of the following statements is true of nonfocal attention?

Which of the following statements is true of focal attention?

Which of the following statements is true of consumers' perception of vision?

Discuss ways of maximizing consumer exposure through product distribution and shelf placement.

Which of the following statements is true of subliminal perception?

Discuss how consumers' culture affects message comprehension.

Consumers control their exposure to marketing stimuli.

In the context of touch as a marketing stimulus, which of the following is a tactic to increase sales?

Which of the following is a disadvantage of using smell as a marketing stimulus?

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

_____ is the intensity of stimuli that causes them to stand out relative to the environment.

Despite skipping and zipping, prior exposure to an ad improves consumers' recall of the message but increases consumers' tendency to avoid previously seen ads.

A stimulus can be made personally relevant by:

_____ means coming into physical contact with a stimulus.

_____ is the extent to which a stimulus is capable of being imagined.

Consumers can be exposed to marketing stimuli at any stage of the decision-making process.

_____ is the pigment contained in a color.

Explain preattentive processing.

Brenda records her favorite TV show on a digital video recorder because it is aired during her work hours. When she watches the recorded show later, she skips all the commercials and watches only the show. In this case, Brenda's actions can be categorized as _____.

Preattentive processing can be defined as:

Sarah lives with four family members. When they watch television after dinner, Sarah holds on to the remote control and switches channels during commercials. In this scenario, Sarah is involved in _____.

Which of the following statements is true of nonfocal attention?

Which of the following statements is true of focal attention?

Which of the following statements is true of consumers' perception of vision?

Discuss ways of maximizing consumer exposure through product distribution and shelf placement.

Which of the following statements is true of subliminal perception?

Discuss how consumers' culture affects message comprehension.

Consumers control their exposure to marketing stimuli.

In the context of touch as a marketing stimulus, which of the following is a tactic to increase sales?

Which of the following is a disadvantage of using smell as a marketing stimulus?

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