Question 1

The interpretation processes by which consumers understand or make sense of their own behaviors and relevant aspects of their environment is known as _____.

Accepted Answer

comprehension

Question 2

Store characteristics can activate networks of meanings that influence consumers' comprehension of the meanings of products and brands displayed there.

Accepted Answer

A) True 
 B)False  True

Question 3

Preconscious attention is required for novel,unusual,infrequently encountered concepts without well-learned memory representations.

Accepted Answer

A) True 
 B)False  False

Question 4

Why might exposure to information and attention be considered the most important factors in the quest to influence consumer behavior?

Accepted Answer

Exposure to information is critical for

Question 5

The consumer's attention to marketing information is influenced by the following EXCEPT:

Accepted Answer

A)  their previous cognitive state. 
B)  their general affective state. 
C)  the prominence of the information in the environment. 
D)  their level of arousal. 
E)  their involvement with the product/message. 
A)  their previous cognitive state. 
B)  their general affective state. 
C)  the prominence of the information in the environment. 
D)  their level of arousal. 
E)  their involvement with the product/message.

Question 6

Low levels of intentional exposure are the result of the following EXCEPT:

Accepted Answer

A)  low involvement. 
B)  low self-relevance. 
C)  high levels of existing product knowledge. 
D)  pre-purchase product experience. 
E)  high involvement. 
A)  low involvement. 
B)  low self-relevance. 
C)  high levels of existing product knowledge. 
D)  pre-purchase product experience. 
E)  high involvement.

Question 7

Magazine covers generally try to attract attention through:

Accepted Answer

A)  intrinsic self-relevance. 
B)  temporary self-relevance. 
C)  environmental prominence. 
D)  environmental self-relevance. 
E)  preconscious attention. 
A)  intrinsic self-relevance. 
B)  temporary self-relevance. 
C)  environmental prominence. 
D)  environmental self-relevance. 
E)  preconscious attention.

Question 8

Sales,contests,and price deals are marketing strategies which can create a(n):

Accepted Answer

A)  intrinsic self-interest. 
B)  environmental prominence. 
C)  situational prominence. 
D)  temporary state of involvement. 
E)  locational self-interest. 
A)  intrinsic self-interest. 
B)  environmental prominence. 
C)  situational prominence. 
D)  temporary state of involvement. 
E)  locational self-interest.

Question 9

The degree of _____ during comprehension determines the amount of knowledge or the number of meanings produced and the complexity of the interconnections between those meanings.

Accepted Answer

The answer of The degree of _____ during comprehension determines...

Question 10

Exposure is controlled by using a highly selective distribution strategy.

Accepted Answer

A) True 
 B)False

Question 11

What are inferences and when are they created?

Accepted Answer

Inferences are interpretations that prod

Question 12

Accidental exposure is most likely to be associated with:

Accepted Answer

A)  focal attention. 
B)  preconscious attention. 
C)  high-involvement. 
D)  conscious cognitive activity. 
E)  high selectivity. 
A)  focal attention. 
B)  preconscious attention. 
C)  high-involvement. 
D)  conscious cognitive activity. 
E)  high selectivity.

Question 13

Why is comprehension central to successful marketing communications? Why does the consumer rely upon cues and inferences in this effort? Briefly describe the short/long-run consequences of miscomprehension?

Accepted Answer

Comprehension refers to the interpretati

Question 14

More elaborate comprehension requires greater cognitive capacity,effort,and control of the thought processes.

Accepted Answer

A) True 
 B)False

Question 15

While comprehending less familiar stimuli,comprehension is likely to be highly conscious and controlled and interpretations may be difficult and uncertain.

Accepted Answer

A) True 
 B)False

Question 16

Marketers of high-involvement products want consumers to form deep,self-relevant meanings about their products.

Accepted Answer

A) True 
 B)False

Question 17

When arousal is low,attention and comprehension suffer.

Accepted Answer

A) True 
 B)False

Question 18

Comprehension processes cannot be controlled.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following statements is true about the level of comprehension?

Accepted Answer

A)  Shallow comprehension produces meanings at a more subjective level. 
B)  Deeper comprehension processes tend to produce meanings about product attributes. 
C)  Deep comprehension of product information might create meanings about the functional consequences of product use. 
D)  Shallow comprehension processes generate product-related meanings that are self-relevant. 
E)  Shallow comprehension represent more symbolic concepts. 
A)  Shallow comprehension produces meanings at a more subjective level. 
B)  Deeper comprehension processes tend to produce meanings about product attributes. 
C)  Deep comprehension of product information might create meanings about the functional consequences of product use. 
D)  Shallow comprehension processes generate product-related meanings that are self-relevant. 
E)  Shallow comprehension represent more symbolic concepts.

Question 20

Consumers have little motivation to engage in extensive search for information if they feel little involvement with the decision.

Accepted Answer

A) True 
 B)False

The interpretation processes by which consumers understand or make sense of their own behaviors and relevant aspects of their environment is known as _____.

Store characteristics can activate networks of meanings that influence consumers' comprehension of the meanings of products and brands displayed there.

Preconscious attention is required for novel,unusual,infrequently encountered concepts without well-learned memory representations.

Why might exposure to information and attention be considered the most important factors in the quest to influence consumer behavior?

The consumer's attention to marketing information is influenced by the following EXCEPT:

Low levels of intentional exposure are the result of the following EXCEPT:

Magazine covers generally try to attract attention through:

Sales,contests,and price deals are marketing strategies which can create a(n):

The degree of _____ during comprehension determines the amount of knowledge or the number of meanings produced and the complexity of the interconnections between those meanings.

Exposure is controlled by using a highly selective distribution strategy.

What are inferences and when are they created?

Accidental exposure is most likely to be associated with:

Why is comprehension central to successful marketing communications? Why does the consumer rely upon cues and inferences in this effort? Briefly describe the short/long-run consequences of miscomprehension?

More elaborate comprehension requires greater cognitive capacity,effort,and control of the thought processes.

While comprehending less familiar stimuli,comprehension is likely to be highly conscious and controlled and interpretations may be difficult and uncertain.

Marketers of high-involvement products want consumers to form deep,self-relevant meanings about their products.

When arousal is low,attention and comprehension suffer.

Comprehension processes cannot be controlled.

Which of the following statements is true about the level of comprehension?

Consumers have little motivation to engage in extensive search for information if they feel little involvement with the decision.

Introduction to Consumer Behavior and Marketing Strategy

A Framework for Consumer Analysis

Introduction to Affect and Cognition

Consumers Product Knowledge and Involvement

Attitudes and Intentions

Consumer Decision Making

Introduction to Behavior

Conditioning and Learning Processes

Influencing Consumer Behaviors

Introduction to the Environment

Cultural and Cross-Cultural Influences

Subculture and Social Class

Reference Groups and Family

Market Segmentation and Product Positioning

Consumer Behavior and Product Strategy

Consumer Behavior and Promotion Strategy

Consumer Behavior and Pricing Strategy

Consumer Behavior, Electronic Commerce, and Channel Strategy

Filters

Exam 5: Attention and Comprehension

The interpretation processes by which consumers understand or make sense of their own behaviors and relevant aspects of their environment is known as _____.

Store characteristics can activate networks of meanings that influence consumers' comprehension of the meanings of products and brands displayed there.

Preconscious attention is required for novel,unusual,infrequently encountered concepts without well-learned memory representations.

Why might exposure to information and attention be considered the most important factors in the quest to influence consumer behavior?

The consumer's attention to marketing information is influenced by the following EXCEPT:

Low levels of intentional exposure are the result of the following EXCEPT:

Magazine covers generally try to attract attention through:

Sales,contests,and price deals are marketing strategies which can create a(n):

The degree of _____ during comprehension determines the amount of knowledge or the number of meanings produced and the complexity of the interconnections between those meanings.

Exposure is controlled by using a highly selective distribution strategy.

What are inferences and when are they created?

Accidental exposure is most likely to be associated with:

Why is comprehension central to successful marketing communications? Why does the consumer rely upon cues and inferences in this effort? Briefly describe the short/long-run consequences of miscomprehension?

More elaborate comprehension requires greater cognitive capacity,effort,and control of the thought processes.

While comprehending less familiar stimuli,comprehension is likely to be highly conscious and controlled and interpretations may be difficult and uncertain.

Marketers of high-involvement products want consumers to form deep,self-relevant meanings about their products.

When arousal is low,attention and comprehension suffer.

Comprehension processes cannot be controlled.

Which of the following statements is true about the level of comprehension?

Consumers have little motivation to engage in extensive search for information if they feel little involvement with the decision.

Introduction to Consumer Behavior and Marketing Strategy

A Framework for Consumer Analysis

Introduction to Affect and Cognition

Consumers Product Knowledge and Involvement

Attitudes and Intentions

Consumer Decision Making

Introduction to Behavior

Conditioning and Learning Processes

Influencing Consumer Behaviors

Introduction to the Environment

Cultural and Cross-Cultural Influences

Subculture and Social Class

Reference Groups and Family

Market Segmentation and Product Positioning

Consumer Behavior and Product Strategy

Consumer Behavior and Promotion Strategy

Consumer Behavior and Pricing Strategy

Consumer Behavior, Electronic Commerce, and Channel Strategy

Filters