Exam 8: Perception

Zipping, zapping, and muting are mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as ad avoidance.

Currently, what percentage of U.S. households has a DVR?

Some people are known as "super tasters" because they have a higher concentration of taste buds compared to normal people. As a result, they tend to dislike the taste of broccoli because they claim it is too bitter. What type of trait is this?

For a period of time, Energizer batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less?

Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store?

_____ is a process whereby stimuli are placed into existing categories of meaning.

The physiological ability of an individual to distinguish between similar stimuli is called _____.

Your family owns an upscale jewelry store. Because you are a marketing major, your father asked you to develop an advertisement for the store. You know that it is important for consumers to pay attention to your ad or else the money spent on media exposure is wasted. Define "attention," discuss how five of the several stimulus factors influence attention to a stimulus, and explain how you can use each in your advertisement.

The idea behind _____ is that different parts of our brain are better suited for focused versus nonfocused attention.

Consumer motivation and ability are the major individual factors affecting attention.

_____ meaning is the specific meaning assigned a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used.

Individuals' interpretation of stimuli tend to be consistent with their expectations, an effect referred to as the _____.

Which of the following is NOT a step in the information-processing model?

Which of the following is considered a stimulus factor affecting attention?

Carl is doing his homework and has the television on in the background. While it is on, several commercials aired. What stage of the information-processing model does this represent?

The fact that all aspects of the perception process are extremely selective is referred to as _____.

_____ refers to the capacity of individuals to attend to and process information.

Ron owns a small retail establishment and is seeking your advice regarding getting shoppers' attention in the store. What should you recommend to Ron to help him get shoppers' attention?

_____ refers to the manner in which the message is presented.

Any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not, is known as _____.