Question 1

In restaurants where high turnover and sales are desired,music that ____ is desirable.

Accepted Answer

A)  is classical 
B)  is softer and more soothing 
C)  has a fast tempo 
D)  has a slow tempo 
E)  has a definite beginning and a definite end 
A)  is classical 
B)  is softer and more soothing 
C)  has a fast tempo 
D)  has a slow tempo 
E)  has a definite beginning and a definite end

Question 2

The selling of T-shirts with a beer's name on it at sports events is an example of

Accepted Answer

A)  a commercial. 
B)  information retrieval. 
C)  marketing stimuli. 
D)  interactive marketing. 
E)  marketing myopia. 
A)  a commercial. 
B)  information retrieval. 
C)  marketing stimuli. 
D)  interactive marketing. 
E)  marketing myopia.

Question 3

Trace the effect of marketing stimuli from exposure to perception.

Accepted Answer

The effect of marketing stimuli from exp

Question 4

Product distribution and shelf placement do not affect exposure of a product.

Accepted Answer

A) True 
 B)False

Question 5

Consumers can be segmented based on the amount of attention they give various marketing stimuli.

Accepted Answer

A) True 
 B)False

Question 6

Advertisers develop multiple ads with the same central message to combat the attention problem of

Accepted Answer

A)  being inattentive. 
B)  habituation. 
C)  being selective. 
D)  being over exposed. 
E)  saturation. 
A)  being inattentive. 
B)  habituation. 
C)  being selective. 
D)  being over exposed. 
E)  saturation.

Question 7

A study found that a pleasant scent ____ product evaluation.

Accepted Answer

A)  had no effect on 
B)  had a distracting effect on 
C)  had a positive effect on 
D)  had a negative effect on 
E)  eliminated the need for 
A)  had no effect on 
B)  had a distracting effect on 
C)  had a positive effect on 
D)  had a negative effect on 
E)  eliminated the need for

Question 8

When does perception occur?

Accepted Answer

Perception occurs when sensory informati

Question 9

A series of ads for Taster's Choice coffee showed the developing romantic relationship between two individuals,Sharon and Tony.This ad campaign is a classic example of

Accepted Answer

A)  using similar sources to generate self-relevance. 
B)  dramas drawing the consumer into the action and increasing attention. 
C)  the use of a series of fear appeals. 
D)  cognitive appeals. 
E)  infomercials. 
A)  using similar sources to generate self-relevance. 
B)  dramas drawing the consumer into the action and increasing attention. 
C)  the use of a series of fear appeals. 
D)  cognitive appeals. 
E)  infomercials.

Question 10

When a stimulus is in focal vision,it is processed by both hemispheres.When a stimulus is in peripheral vision,it is processed by the opposite hemisphere.This is known as

Accepted Answer

A)  specialization. 
B)  processing functional divisions. 
C)  attentional divisions. 
D)  hemispheric lateralization. 
E)  functional partialization. 
A)  specialization. 
B)  processing functional divisions. 
C)  attentional divisions. 
D)  hemispheric lateralization. 
E)  functional partialization.

Question 11

Three things can make a stimulus surprising: novelty,unexpectedness,and

Accepted Answer

A)  attentiveness. 
B)  humor. 
C)  a puzzle. 
D)  emotions. 
E)  lateralization. 
A)  attentiveness. 
B)  humor. 
C)  a puzzle. 
D)  emotions. 
E)  lateralization.

Question 12

Joe was eating while paying some attention to the television commercials,when a black-and-white commercial he had seen before appeared on the screen.The ad may attract him as a stimulus primarily because it is

Accepted Answer

A)  abstract. 
B)  concrete. 
C)  novel. 
D)  a contrast. 
E)  blended. 
A)  abstract. 
B)  concrete. 
C)  novel. 
D)  a contrast. 
E)  blended.

Question 13

A new store in town is creating a series of radio ads and they are currently choosing a spokesperson.To best evoke positive ad and brand attitudes,what type of voice quality should this spokesperson possess?

Accepted Answer

A)  High-pitched and fast-paced. 
B)  High-pitched and slow-paced. 
C)  Low-pitched and fast-paced. 
D)  Low-pitched and slow-paced. 
E)  The voice quality of a spokesperson has no effect on consumers' perceptions. 
A)  High-pitched and fast-paced. 
B)  High-pitched and slow-paced. 
C)  Low-pitched and fast-paced. 
D)  Low-pitched and slow-paced. 
E)  The voice quality of a spokesperson has no effect on consumers' perceptions.

Question 14

Kimberly needs to pick out a paint color for the interior of a restaurant.Since it is located in a dreary setting and climate,she would like to encourage activity and excitement.Kimberly should choose

Accepted Answer

A)  purple. 
B)  black, white or gray. 
C)  red, orange or yellow. 
D)  green, blue or violet. 
E)  only earth tones. 
A)  purple. 
B)  black, white or gray. 
C)  red, orange or yellow. 
D)  green, blue or violet. 
E)  only earth tones.

Question 15

Although a novel stimulus attracts attention,it

Accepted Answer

A)  is not always better liked. 
B)  is not as easily remembered. 
C)  does not stand out from other stimuli. 
D)  is more easily forgotten. 
E)  is less easily encoded. 
A)  is not always better liked. 
B)  is not as easily remembered. 
C)  does not stand out from other stimuli. 
D)  is more easily forgotten. 
E)  is less easily encoded.

Question 16

Heather knew how to use a digital video recorder well.She recorded all of her favorite prime-time programs and would fast-forward through the commercials when she played them back.Heather was

Accepted Answer

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

Question 17

In the hot desert arboretum,signs picturing an ice-cold can of Coca-Cola were posted up in various locations.This is an example of a marketer making a stimuli

Accepted Answer

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

Question 18

In the retail environment,smells are often used to

Accepted Answer

A)  enhance brand loyalty. 
B)  enhance product category loyalty. 
C)  create a soothing environment. 
D)  attract customers. 
E)  create a fast-paced environment. 
A)  enhance brand loyalty. 
B)  enhance product category loyalty. 
C)  create a soothing environment. 
D)  attract customers. 
E)  create a fast-paced environment.

Question 19

Why is contrast important to enhance attention? Give some examples.

Accepted Answer

Contrast is important to enhance attenti

Question 20

John is going to pay for an ad in Vogue at the front of the magazine because this garners the greatest chance of exposure to his product by readers.

Accepted Answer

A) True 
 B)False

In restaurants where high turnover and sales are desired,music that ____ is desirable.

The selling of T-shirts with a beer's name on it at sports events is an example of

Trace the effect of marketing stimuli from exposure to perception.

Product distribution and shelf placement do not affect exposure of a product.

Consumers can be segmented based on the amount of attention they give various marketing stimuli.

Advertisers develop multiple ads with the same central message to combat the attention problem of

A study found that a pleasant scent ____ product evaluation.

When does perception occur?

A series of ads for Taster's Choice coffee showed the developing romantic relationship between two individuals,Sharon and Tony.This ad campaign is a classic example of

When a stimulus is in focal vision,it is processed by both hemispheres.When a stimulus is in peripheral vision,it is processed by the opposite hemisphere.This is known as

Three things can make a stimulus surprising: novelty,unexpectedness,and

Joe was eating while paying some attention to the television commercials,when a black-and-white commercial he had seen before appeared on the screen.The ad may attract him as a stimulus primarily because it is

A new store in town is creating a series of radio ads and they are currently choosing a spokesperson.To best evoke positive ad and brand attitudes,what type of voice quality should this spokesperson possess?

Kimberly needs to pick out a paint color for the interior of a restaurant.Since it is located in a dreary setting and climate,she would like to encourage activity and excitement.Kimberly should choose

Although a novel stimulus attracts attention,it

Heather knew how to use a digital video recorder well.She recorded all of her favorite prime-time programs and would fast-forward through the commercials when she played them back.Heather was

In the hot desert arboretum,signs picturing an ice-cold can of Coca-Cola were posted up in various locations.This is an example of a marketer making a stimuli

In the retail environment,smells are often used to

Why is contrast important to enhance attention? Give some examples.

John is going to pay for an ad in Vogue at the front of the magazine because this garners the greatest chance of exposure to his product by readers.

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

In restaurants where high turnover and sales are desired,music that ____ is desirable.

The selling of T-shirts with a beer's name on it at sports events is an example of

Trace the effect of marketing stimuli from exposure to perception.

Product distribution and shelf placement do not affect exposure of a product.

Consumers can be segmented based on the amount of attention they give various marketing stimuli.

Advertisers develop multiple ads with the same central message to combat the attention problem of

A study found that a pleasant scent ____ product evaluation.

When does perception occur?

A series of ads for Taster's Choice coffee showed the developing romantic relationship between two individuals,Sharon and Tony.This ad campaign is a classic example of

When a stimulus is in focal vision,it is processed by both hemispheres.When a stimulus is in peripheral vision,it is processed by the opposite hemisphere.This is known as

Three things can make a stimulus surprising: novelty,unexpectedness,and

Joe was eating while paying some attention to the television commercials,when a black-and-white commercial he had seen before appeared on the screen.The ad may attract him as a stimulus primarily because it is

A new store in town is creating a series of radio ads and they are currently choosing a spokesperson.To best evoke positive ad and brand attitudes,what type of voice quality should this spokesperson possess?

Kimberly needs to pick out a paint color for the interior of a restaurant.Since it is located in a dreary setting and climate,she would like to encourage activity and excitement.Kimberly should choose

Although a novel stimulus attracts attention,it

Heather knew how to use a digital video recorder well.She recorded all of her favorite prime-time programs and would fast-forward through the commercials when she played them back.Heather was

In the hot desert arboretum,signs picturing an ice-cold can of Coca-Cola were posted up in various locations.This is an example of a marketer making a stimuli

In the retail environment,smells are often used to

Why is contrast important to enhance attention? Give some examples.

John is going to pay for an ad in Vogue at the front of the magazine because this garners the greatest chance of exposure to his product by readers.

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