Question 1

_____ consumers have little prior experience with the product or brand.

Accepted Answer

The answer of _____ consumers have little prior experience with...

Question 2

If customer motivation to interpret the marketing information is low,the elaboration would also be low at a relatively shallow,concrete level.

Accepted Answer

A) True 
 B)False

Question 3

Critique the common marketing obsession with novel,creative messages and environmental prominence.

Accepted Answer

Novel or unusual stimuli that don't fit

Question 4

To capture consumers' attention,some radio and TV commercials are slightly louder than the surrounding program material.This is an example of:

Accepted Answer

A)  intentional exposure. 
B)  intrinsic self-relevance. 
C)  accidental exposure. 
D)  environmental prominence. 
E)  environmental self-relevance. 
A)  intentional exposure. 
B)  intrinsic self-relevance. 
C)  accidental exposure. 
D)  environmental prominence. 
E)  environmental self-relevance.

Question 5

Preconscious attention is characterized by the following EXCEPT:

Accepted Answer

A)  lack of conscious awareness. 
B)  little cognitive capacity. 
C)  familiar and frequently encountered concepts, with well-learned memory representations. 
D)  highly controlled process. 
E)  concepts of low to moderate importance or involvement. 
A)  lack of conscious awareness. 
B)  little cognitive capacity. 
C)  familiar and frequently encountered concepts, with well-learned memory representations. 
D)  highly controlled process. 
E)  concepts of low to moderate importance or involvement.

Question 6

One of the most important functions of a firm's distribution strategy is to create:

Accepted Answer

A)  the appropriate target segments for its products. 
B)  the appropriate level of exposure for its products. 
C)  the appropriate brand image for its high end products. 
D)  subjective interpretations of products. 
E)  deep comprehensions of product information. 
A)  the appropriate target segments for its products. 
B)  the appropriate level of exposure for its products. 
C)  the appropriate brand image for its high end products. 
D)  subjective interpretations of products. 
E)  deep comprehensions of product information.

Question 7

Accidental exposure can be maximized by all of the following EXCEPT:

Accepted Answer

A)  saturation television campaigns. 
B)  intensive distribution strategies. 
C)  a strong internet presence. 
D)  a strong sampling program. 
E)  paid placements of products on television shows. 
A)  saturation television campaigns. 
B)  intensive distribution strategies. 
C)  a strong internet presence. 
D)  a strong sampling program. 
E)  paid placements of products on television shows.

Question 8

Deep comprehension produces concrete and highly specific meanings.

Accepted Answer

A) True 
 B)False

Question 9

Explain the changes that occur as the consumer's interpretation process shifts from the preconscious attention level to the focal level.

Accepted Answer

Attention processes vary along a continu

Question 10

If comprehension is automatic,the level of awareness is high.

Accepted Answer

A) True 
 B)False

Question 11

The motivational state that guides the selection of stimuli for focal attention and comprehension is termed as _____.

Accepted Answer

The answer of The motivational state that guides the selection...

Question 12

The final outcome of the cognitive process is _____.

Accepted Answer

The answer of The final outcome of the cognitive process...

Question 13

The greatest problem associated with the attempt to use novel stimuli to gain attention is:

Accepted Answer

A)  the lack of environmental prominence. 
B)  the cost associated with it. 
C)  the inability to be temporarily relevant. 
D)  the deterioration of prominence. 
E)  the absence of marketing creativity. 
A)  the lack of environmental prominence. 
B)  the cost associated with it. 
C)  the inability to be temporarily relevant. 
D)  the deterioration of prominence. 
E)  the absence of marketing creativity.

Question 14

All the following are true about the factors influencing comprehension EXCEPT:

Accepted Answer

A)  Consumers' ability to comprehend marketing information is largely determined by their existing knowledge in memory. 
B)  Consumers' involvement at the time of exposure has a major influence on their motivation to comprehend marketing information. 
C)  Exposure environment concerns the actual content and format of the marketing information. 
D)  With minimal knowledge, both expert and novice customers can comprehend marketing information at deep, elaborate levels. 
E)  A high intrinsic self-relevance for certain products motivates consumers to process the information in a more conscious, intensive, and controlled manner. 
A)  Consumers' ability to comprehend marketing information is largely determined by their existing knowledge in memory. 
B)  Consumers' involvement at the time of exposure has a major influence on their motivation to comprehend marketing information. 
C)  Exposure environment concerns the actual content and format of the marketing information. 
D)  With minimal knowledge, both expert and novice customers can comprehend marketing information at deep, elaborate levels. 
E)  A high intrinsic self-relevance for certain products motivates consumers to process the information in a more conscious, intensive, and controlled manner.

Question 15

Briefly explain how marketers can influence involvement by paying attention to self-relevance.

Accepted Answer

Self-relevance describes the consumer's

Question 16

As the consumer interpretation moves toward focal levels of attention all the following occur EXCEPT:

Accepted Answer

A)  cognitive capacity becomes nonexistent. 
B)  attention is largely controlled by the consumer. 
C)  affective responses usually become more intense. 
D)  consumers become more aware of paying attention to stimulus. 
E)  comprehension begins to involve sense-making processes for constructing meaning. 
A)  cognitive capacity becomes nonexistent. 
B)  attention is largely controlled by the consumer. 
C)  affective responses usually become more intense. 
D)  consumers become more aware of paying attention to stimulus. 
E)  comprehension begins to involve sense-making processes for constructing meaning.

Question 17

The actual viewer-ship of advertisements contained in television programs viewed by consumers is dramatically decreased by:

Accepted Answer

A)  accidental exposure. 
B)  incidental exposure. 
C)  selective exposure. 
D)  intentional exposure. 
E)  environmental exposure. 
A)  accidental exposure. 
B)  incidental exposure. 
C)  selective exposure. 
D)  intentional exposure. 
E)  environmental exposure.

Question 18

List the four important aspects of the cognitive system that influence how consumers interpret information

Accepted Answer

The four important aspects of the cognit

Question 19

As interpretation processes move toward focal levels of attention,affective responses usually become more intense and consumers become more conscious of their affective states.

Accepted Answer

A) True 
 B)False

Question 20

List the ways in which consumers' comprehension processes can vary.

Accepted Answer

Consumers' comprehension processes can v

_____ consumers have little prior experience with the product or brand.

If customer motivation to interpret the marketing information is low,the elaboration would also be low at a relatively shallow,concrete level.

Critique the common marketing obsession with novel,creative messages and environmental prominence.

To capture consumers' attention,some radio and TV commercials are slightly louder than the surrounding program material.This is an example of:

Preconscious attention is characterized by the following EXCEPT:

One of the most important functions of a firm's distribution strategy is to create:

Accidental exposure can be maximized by all of the following EXCEPT:

Deep comprehension produces concrete and highly specific meanings.

Explain the changes that occur as the consumer's interpretation process shifts from the preconscious attention level to the focal level.

If comprehension is automatic,the level of awareness is high.

The motivational state that guides the selection of stimuli for focal attention and comprehension is termed as _____.

The final outcome of the cognitive process is _____.

The greatest problem associated with the attempt to use novel stimuli to gain attention is:

All the following are true about the factors influencing comprehension EXCEPT:

Briefly explain how marketers can influence involvement by paying attention to self-relevance.

As the consumer interpretation moves toward focal levels of attention all the following occur EXCEPT:

The actual viewer-ship of advertisements contained in television programs viewed by consumers is dramatically decreased by:

List the four important aspects of the cognitive system that influence how consumers interpret information

As interpretation processes move toward focal levels of attention,affective responses usually become more intense and consumers become more conscious of their affective states.

List the ways in which consumers' comprehension processes can vary.

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

_____ consumers have little prior experience with the product or brand.

If customer motivation to interpret the marketing information is low,the elaboration would also be low at a relatively shallow,concrete level.

Critique the common marketing obsession with novel,creative messages and environmental prominence.

To capture consumers' attention,some radio and TV commercials are slightly louder than the surrounding program material.This is an example of:

Preconscious attention is characterized by the following EXCEPT:

One of the most important functions of a firm's distribution strategy is to create:

Accidental exposure can be maximized by all of the following EXCEPT:

Deep comprehension produces concrete and highly specific meanings.

Explain the changes that occur as the consumer's interpretation process shifts from the preconscious attention level to the focal level.

If comprehension is automatic,the level of awareness is high.

The motivational state that guides the selection of stimuli for focal attention and comprehension is termed as _____.

The final outcome of the cognitive process is _____.

The greatest problem associated with the attempt to use novel stimuli to gain attention is:

All the following are true about the factors influencing comprehension EXCEPT:

Briefly explain how marketers can influence involvement by paying attention to self-relevance.

As the consumer interpretation moves toward focal levels of attention all the following occur EXCEPT:

The actual viewer-ship of advertisements contained in television programs viewed by consumers is dramatically decreased by:

List the four important aspects of the cognitive system that influence how consumers interpret information

As interpretation processes move toward focal levels of attention,affective responses usually become more intense and consumers become more conscious of their affective states.

List the ways in which consumers' comprehension processes can vary.

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