Question 1

Which of the following is an impact of changes in the aesthetic qualities of a product or package?

Accepted Answer

A)  Products that use diagnostic colors contribute to low attention and perception. 
B)  Images located near the package top or on the left side add to the perception of a product as "lighter." 
C)  Consumers perceive that packages in eye-catching shapes contain less of a product. 
D)  Consumers may "downsize" their order when a product is enlarged along only one dimension. 
E)  Consumers may "supersize" their order when the product is enlarged along all dimensions. 
A)  Products that use diagnostic colors contribute to low attention and perception. 
B)  Images located near the package top or on the left side add to the perception of a product as "lighter." 
C)  Consumers perceive that packages in eye-catching shapes contain less of a product. 
D)  Consumers may "downsize" their order when a product is enlarged along only one dimension. 
E)  Consumers may "supersize" their order when the product is enlarged along all dimensions.

Question 2

Attention is unlimited and cannot be divided.

Accepted Answer

A) True 
 B)False

Question 3

Terri usually has the television on in the background while she works. She can recognize different ads during commercial breaks by their jingles. In this scenario, Terri recognizes the ads due to _____.

Accepted Answer

A)  habituation 
B)  grouping 
C)  closure 
D)  sonic identity 
E)  figure and ground 
A)  habituation 
B)  grouping 
C)  closure 
D)  sonic identity 
E)  figure and ground

Question 4

Exposure to commercials is low when they air at the beginning or end of a commercial break within a program.

Accepted Answer

A) True 
 B)False

Question 5

Explain the process of perception through vision, hearing, taste, smell, and touch.

Accepted Answer

Perception is the process by which our b

Question 6

Discuss the characteristics that make a marketing stimulus easy to process.

Accepted Answer

There are several characteristics that m

Question 7

Perlis Foods has launched a new brand of soda. As a part of its marketing strategy, Perlis Foods has entered into a contract with a leading television production company. The contract arranges for the new brand of soda to be shown in the new TV series to be aired soon. This is an example of _____.

Accepted Answer

A)  grouping 
B)  product placement 
C)  an advertorial 
D)  an infomercial 
E)  zipping 
A)  grouping 
B)  product placement 
C)  an advertorial 
D)  an infomercial 
E)  zipping

Question 8

The position of an ad within a medium does not affect consumers' exposure to the ad.

Accepted Answer

A) True 
 B)False

Question 9

Discuss some of the factors that make a marketing stimulus personally relevant to consumers.

Accepted Answer

There are several factors that can make

Question 10

_____ is determining what the stimulus that consumers have detected actually is.

Accepted Answer

A)  Grouping 
B)  Source identification 
C)  Preattentive processing 
D)  Habituation 
E)  Zipping 
A)  Grouping 
B)  Source identification 
C)  Preattentive processing 
D)  Habituation 
E)  Zipping

Question 11

Consumers are most likely to be exposed to ads:

Accepted Answer

A)  that are placed below their eye level at stores. 
B)  that appear low on an Internet search list. 
C)  within TV programs that interest them. 
D)  for product categories they do not use. 
E)  when they engage in zipping. 
A)  that are placed below their eye level at stores. 
B)  that appear low on an Internet search list. 
C)  within TV programs that interest them. 
D)  for product categories they do not use. 
E)  when they engage in zipping.

Question 12

Jenna is reading a fashion magazine. While flipping through the pages, she notices a black-and-white photograph amidst a photoset containing vibrant colors. The black-and-white photograph may attract Jenna primarily because it is:

Accepted Answer

A)  an abstract stimulus. 
B)  below her perceptual threshold. 
C)  below her absolute threshold. 
D)  in contrast with the competing stimulus. 
E)  an habituated stimulus. 
A)  an abstract stimulus. 
B)  below her perceptual threshold. 
C)  below her absolute threshold. 
D)  in contrast with the competing stimulus. 
E)  an habituated stimulus.

Question 13

Explain the two critical elements in comprehension.

Accepted Answer

The two critical elements in comprehensi

Question 14

Consumers pay more attention to things that:

Accepted Answer

A)  are subliminal. 
B)  are low in signal. 
C)  are habituated. 
D)  are concrete. 
E)  are more verbal than visual. 
A)  are subliminal. 
B)  are low in signal. 
C)  are habituated. 
D)  are concrete. 
E)  are more verbal than visual.

Question 15

One way to increase personal relevance of stimuli is by using dramas and mini-stories that depict the experiences of actors or consumers through a narrative in one or more ads.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements is true of color as a crucial factor in visual perception?

Accepted Answer

A)  Lightness of a color is also called chroma. 
B)  Saturation refers to the depth of tone in a color. 
C)  Warm colors generally encourage activity and excitement. 
D)  Cool colors are appropriate in environments such as health clubs and fast-food restaurants. 
E)  Softness is the pigment contained in a color. 
A)  Lightness of a color is also called chroma. 
B)  Saturation refers to the depth of tone in a color. 
C)  Warm colors generally encourage activity and excitement. 
D)  Cool colors are appropriate in environments such as health clubs and fast-food restaurants. 
E)  Softness is the pigment contained in a color.

Question 17

Which of the following statements is true of using novel marketing stimuli?

Accepted Answer

A)  People do not like extreme novelty. 
B)  Novelty does not attract consumers' attention. 
C)  Novelty does not stand out from other stimuli. 
D)  People easily forget novelty. 
E)  Novelty is less easily understood. 
A)  People do not like extreme novelty. 
B)  Novelty does not attract consumers' attention. 
C)  Novelty does not stand out from other stimuli. 
D)  People easily forget novelty. 
E)  Novelty is less easily understood.

Question 18

Kimberly needs to pick out a color to repaint her restaurant. Since the restaurant is located in a dreary setting, she wants the interior of the restaurant to encourage activity and excitement. In this case, which of the following colors will best suit Kimberly's purpose?

Accepted Answer

A)  Jade 
B)  Violet 
C)  Orange 
D)  Green 
E)  Blue 
A)  Jade 
B)  Violet 
C)  Orange 
D)  Green 
E)  Blue

Question 19

_____ is the minimal level of stimulus intensity needed to detect a stimulus.

Accepted Answer

A)  Ambivalence 
B)  The construal level 
C)  The absolute threshold 
D)  Credibility 
E)  The subliminal level 
A)  Ambivalence 
B)  The construal level 
C)  The absolute threshold 
D)  Credibility 
E)  The subliminal level

Question 20

Discuss the factors influencing consumers' exposure to ads.

Accepted Answer

There are several factors that influence

Which of the following is an impact of changes in the aesthetic qualities of a product or package?

Attention is unlimited and cannot be divided.

Terri usually has the television on in the background while she works. She can recognize different ads during commercial breaks by their jingles. In this scenario, Terri recognizes the ads due to _____.

Exposure to commercials is low when they air at the beginning or end of a commercial break within a program.

Explain the process of perception through vision, hearing, taste, smell, and touch.

Discuss the characteristics that make a marketing stimulus easy to process.

Perlis Foods has launched a new brand of soda. As a part of its marketing strategy, Perlis Foods has entered into a contract with a leading television production company. The contract arranges for the new brand of soda to be shown in the new TV series to be aired soon. This is an example of _____.

The position of an ad within a medium does not affect consumers' exposure to the ad.

Discuss some of the factors that make a marketing stimulus personally relevant to consumers.

_____ is determining what the stimulus that consumers have detected actually is.

Consumers are most likely to be exposed to ads:

Jenna is reading a fashion magazine. While flipping through the pages, she notices a black-and-white photograph amidst a photoset containing vibrant colors. The black-and-white photograph may attract Jenna primarily because it is:

Explain the two critical elements in comprehension.

Consumers pay more attention to things that:

One way to increase personal relevance of stimuli is by using dramas and mini-stories that depict the experiences of actors or consumers through a narrative in one or more ads.

Which of the following statements is true of color as a crucial factor in visual perception?

Which of the following statements is true of using novel marketing stimuli?

Kimberly needs to pick out a color to repaint her restaurant. Since the restaurant is located in a dreary setting, she wants the interior of the restaurant to encourage activity and excitement. In this case, which of the following colors will best suit Kimberly's purpose?

_____ is the minimal level of stimulus intensity needed to detect a stimulus.

Discuss the factors influencing consumers' exposure to ads.

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 is an impact of changes in the aesthetic qualities of a product or package?

Attention is unlimited and cannot be divided.

Terri usually has the television on in the background while she works. She can recognize different ads during commercial breaks by their jingles. In this scenario, Terri recognizes the ads due to _____.

Exposure to commercials is low when they air at the beginning or end of a commercial break within a program.

Explain the process of perception through vision, hearing, taste, smell, and touch.

Discuss the characteristics that make a marketing stimulus easy to process.

Perlis Foods has launched a new brand of soda. As a part of its marketing strategy, Perlis Foods has entered into a contract with a leading television production company. The contract arranges for the new brand of soda to be shown in the new TV series to be aired soon. This is an example of _____.

The position of an ad within a medium does not affect consumers' exposure to the ad.

Discuss some of the factors that make a marketing stimulus personally relevant to consumers.

_____ is determining what the stimulus that consumers have detected actually is.

Consumers are most likely to be exposed to ads:

Jenna is reading a fashion magazine. While flipping through the pages, she notices a black-and-white photograph amidst a photoset containing vibrant colors. The black-and-white photograph may attract Jenna primarily because it is:

Explain the two critical elements in comprehension.

Consumers pay more attention to things that:

One way to increase personal relevance of stimuli is by using dramas and mini-stories that depict the experiences of actors or consumers through a narrative in one or more ads.

Which of the following statements is true of color as a crucial factor in visual perception?

Which of the following statements is true of using novel marketing stimuli?

Kimberly needs to pick out a color to repaint her restaurant. Since the restaurant is located in a dreary setting, she wants the interior of the restaurant to encourage activity and excitement. In this case, which of the following colors will best suit Kimberly's purpose?

_____ is the minimal level of stimulus intensity needed to detect a stimulus.

Discuss the factors influencing consumers' exposure to ads.

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