Question 1

Consumers with cable zap ads more than 50 percent of the time.

Accepted Answer

A) True 
 B)False  False

Question 2

____ 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)  The law of absolute thresholds 
B)  J.N.D. theory 
C)  The maximal perception principle 
D)  Stimulus theory 
E)  Weber's law 
A)  The law of absolute thresholds 
B)  J.N.D. theory 
C)  The maximal perception principle 
D)  Stimulus theory 
E)  Weber's law E

Question 3

The greatest exposure in stores is

Accepted Answer

A)  from eye level to the forehead. 
B)  surprisingly, down at the ankle level because shoppers most often look down. 
C)  on the right side of the store. 
D)  on the left side of the store. 
E)  from waist level to eye level. 
A)  from eye level to the forehead. 
B)  surprisingly, down at the ankle level because shoppers most often look down. 
C)  on the right side of the store. 
D)  on the left side of the store. 
E)  from waist level to eye level. E

Question 4

A marketer does not have to create new advertising if an ad has been effective in the past.

Accepted Answer

A) True 
 B)False

Question 5

The factors that influence exposure of marketing stimuli to a potential customer are

Accepted Answer

A)  a commercial and informational retrieval. 
B)  information retrieval and interactive marketing. 
C)  position of an ad within a medium, product distribution, and shelf placement. 
D)  a commercial and a magazine ad. 
E)  attention and motivation of the customer. 
A)  a commercial and informational retrieval. 
B)  information retrieval and interactive marketing. 
C)  position of an ad within a medium, product distribution, and shelf placement. 
D)  a commercial and a magazine ad. 
E)  attention and motivation of the customer.

Question 6

Attention is best thought of as the process by which an individual

Accepted Answer

A)  categorizes emotional stimuli to high and low effort activities. 
B)  allocates part of his or her mental activity to a stimulus. 
C)  stimulates memory. 
D)  categorizes schemas. 
E)  decreases the rate of nonretrieval. 
A)  categorizes emotional stimuli to high and low effort activities. 
B)  allocates part of his or her mental activity to a stimulus. 
C)  stimulates memory. 
D)  categorizes schemas. 
E)  decreases the rate of nonretrieval.

Question 7

____ is the major factor determining whether a stimulus will be picked up by hearing in advertisements.

Accepted Answer

A)  Sponsor attractiveness 
B)  Auditory intensity 
C)  Advertisement length 
D)  Brightness of graphics 
E)  Informational content 
A)  Sponsor attractiveness 
B)  Auditory intensity 
C)  Advertisement length 
D)  Brightness of graphics 
E)  Informational content

Question 8

Sound is another form of sensory input.How can auditory stimuli affect physiological responses and mood?

Accepted Answer

Auditory stimuli can have a significant

Question 9

A basic principle of visual processing is that the more intense the stimulus,the

Accepted Answer

A)  more likely it is to be perceived. 
B)  more quickly it will decay in memory. 
C)  less likely it is to be recalled. 
D)  less likely it is to be encoded. 
E)  more soothing and relaxing it is. 
A)  more likely it is to be perceived. 
B)  more quickly it will decay in memory. 
C)  less likely it is to be recalled. 
D)  less likely it is to be encoded. 
E)  more soothing and relaxing it is.

Question 10

As marketers,how can we maximize exposure in retail settings?

Accepted Answer

As marketers, maximizing exposure in ret

Question 11

In Asia,touching between strangers is seen as

Accepted Answer

A)  a sign of friendship. 
B)  an inappropriate gesture. 
C)  a common greeting but means little. 
D)  a sign of romantic interest. 
E)  a precursor of a question. 
A)  a sign of friendship. 
B)  an inappropriate gesture. 
C)  a common greeting but means little. 
D)  a sign of romantic interest. 
E)  a precursor of a question.

Question 12

Wal-Mart TV network reaches 113 million consumers shopping at Walmart Stores.

Accepted Answer

A) True 
 B)False

Question 13

Products such as mouthwashes and deodorants are valued primarily because they

Accepted Answer

A)  enhance odors. 
B)  create exciting scents. 
C)  create soothing scents. 
D)  draw customers. 
E)  mask odors. 
A)  enhance odors. 
B)  create exciting scents. 
C)  create soothing scents. 
D)  draw customers. 
E)  mask odors.

Question 14

Puzzles attract attention because they

Accepted Answer

A)  look nice and make us feel good. 
B)  are easily remembered. 
C)  require resolution. 
D)  can be easily forgotten. 
E)  are not interesting. 
A)  look nice and make us feel good. 
B)  are easily remembered. 
C)  require resolution. 
D)  can be easily forgotten. 
E)  are not interesting.

Question 15

A study has found that deeper and richer colors ____ than less deep and lighter colors.

Accepted Answer

A)  are less easily recalled 
B)  are more easily recalled 
C)  are less easily encoded 
D)  are more easily encoded 
E)  evoke more excitement 
A)  are less easily recalled 
B)  are more easily recalled 
C)  are less easily encoded 
D)  are more easily encoded 
E)  evoke more excitement

Question 16

The effects of ____ are not sufficiently strong to manipulate consumers,alter their preferences,or make the ad more memorable,but their content may be capable of eliciting more primitive feeling responses.

Accepted Answer

A)  postreceptive cognitions 
B)  subliminal stimuli 
C)  preattentive receptors 
D)  postreceptive stimuli 
E)  subliminal affect 
A)  postreceptive cognitions 
B)  subliminal stimuli 
C)  preattentive receptors 
D)  postreceptive stimuli 
E)  subliminal affect

Question 17

When the movie,Barber Shop II,showed a Dunkin Donuts box and one of the main characters eating the doughnuts,the type of product promotion being used is called

Accepted Answer

A)  product advertising. 
B)  product début. 
C)  product sponsoring. 
D)  product placement. 
E)  public relations. 
A)  product advertising. 
B)  product début. 
C)  product sponsoring. 
D)  product placement. 
E)  public relations.

Question 18

Major ways of capturing consumers' attention might include making the marketing stimulus all of the following except

Accepted Answer

A)  self-relevant. 
B)  pleasant. 
C)  surprising. 
D)  easy to process. 
E)  more verbal than visual. 
A)  self-relevant. 
B)  pleasant. 
C)  surprising. 
D)  easy to process. 
E)  more verbal than visual.

Question 19

____ is the lowest point at which an individual can experience a sensation.

Accepted Answer

A)  Minimal perception 
B)  Cognitive barrier 
C)  Absolute threshold 
D)  Minimal cognition 
E)  Affective absolute 
A)  Minimal perception 
B)  Cognitive barrier 
C)  Absolute threshold 
D)  Minimal cognition 
E)  Affective absolute

Question 20

Sarah would hog the remote control so that she could switch to other channels during the commercial breaks.She was

Accepted Answer

A)  zipping. 
B)  zapping 
C)  flipping. 
D)  zinging. 
E)  skipping. 
A)  zipping. 
B)  zapping 
C)  flipping. 
D)  zinging. 
E)  skipping.

Consumers with cable zap ads more than 50 percent of the time.

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

The greatest exposure in stores is

A marketer does not have to create new advertising if an ad has been effective in the past.

The factors that influence exposure of marketing stimuli to a potential customer are

Attention is best thought of as the process by which an individual

____ is the major factor determining whether a stimulus will be picked up by hearing in advertisements.

Sound is another form of sensory input.How can auditory stimuli affect physiological responses and mood?

A basic principle of visual processing is that the more intense the stimulus,the

As marketers,how can we maximize exposure in retail settings?

In Asia,touching between strangers is seen as

Wal-Mart TV network reaches 113 million consumers shopping at Walmart Stores.

Products such as mouthwashes and deodorants are valued primarily because they

Puzzles attract attention because they

A study has found that deeper and richer colors ____ than less deep and lighter colors.

The effects of ____ are not sufficiently strong to manipulate consumers,alter their preferences,or make the ad more memorable,but their content may be capable of eliciting more primitive feeling responses.

When the movie,Barber Shop II,showed a Dunkin Donuts box and one of the main characters eating the doughnuts,the type of product promotion being used is called

Major ways of capturing consumers' attention might include making the marketing stimulus all of the following except

____ is the lowest point at which an individual can experience a sensation.

Sarah would hog the remote control so that she could switch to other channels during the commercial breaks.She was

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

Consumers with cable zap ads more than 50 percent of the time.

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

The greatest exposure in stores is

A marketer does not have to create new advertising if an ad has been effective in the past.

The factors that influence exposure of marketing stimuli to a potential customer are

Attention is best thought of as the process by which an individual

____ is the major factor determining whether a stimulus will be picked up by hearing in advertisements.

Sound is another form of sensory input.How can auditory stimuli affect physiological responses and mood?

A basic principle of visual processing is that the more intense the stimulus,the

As marketers,how can we maximize exposure in retail settings?

In Asia,touching between strangers is seen as

Wal-Mart TV network reaches 113 million consumers shopping at Walmart Stores.

Products such as mouthwashes and deodorants are valued primarily because they

Puzzles attract attention because they

A study has found that deeper and richer colors ____ than less deep and lighter colors.

The effects of ____ are not sufficiently strong to manipulate consumers,alter their preferences,or make the ad more memorable,but their content may be capable of eliciting more primitive feeling responses.

When the movie,Barber Shop II,showed a Dunkin Donuts box and one of the main characters eating the doughnuts,the type of product promotion being used is called

Major ways of capturing consumers' attention might include making the marketing stimulus all of the following except

____ is the lowest point at which an individual can experience a sensation.

Sarah would hog the remote control so that she could switch to other channels during the commercial breaks.She was

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