Deck 8: Perception

Question 1

_____ is a series of activities by which stimuli are perceived, transformed into information, and stored.

A) Perception
B) Interpretation
C) Information processing
D) Perceptual exposure
E) Selective exposure

Answer 1

C
Explanation: The four major steps are exposure, attention, interpretation, and memory.

Question 2

The voluntary and self-selected nature of online offerings where consumers "opt in" to receive email-based promotions is often referred to as _____.

A) voluntary marketing
B) optional marketing
C) allowable marketing
D) acceptable marketing
E) permission-based marketing

Answer 2

E
Explanation: Consumers control the messages they are exposed to and consequently, are more responsive to those messages.

Question 3

According to Nielsen, product placements on TV work best ________.

A) when the characters praise the features of the brand
B) when an ad for the product appears during the commercial break
C) when there are more female than male viewers
D) A and B
E) all of the above

Answer 3

D
Explanation: Product placement is a marketer's response to ad avoidance.

Question 4

Which of the following stages of the information-processing model constitute(s) perception?

A) exposure
B) exposure and attention
C) exposure, attention, and interpretation
D) exposure, attention, interpretation, and memory
E) exposure, attention, interpretation, memory, and action

Question 5

_____ advertising is perhaps the fastest-growing alternative media, allowing for exposure to _____ who tend to avoid traditional media, such as TV.

A) Fashion magazine; females age 18-24
B) Grocery store; older consumers age 55+
C) Video game; young males age 18-24
D) Billboard; children age 2-7
E) None of the above

Question 6

_____ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner.

A) Ad integration
B) Product integration
C) Brand integration
D) Product placement
E) Product synergy

Question 7

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

A) perceptual selectivity
B) sensory screening
C) ego defenses
D) perceptual defenses
E) none of the above

Question 8

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

A) exposure
B) comparison
C) attention
D) interpretation
E) memory

Question 9

Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent?

A) involuntary
B) nonvoluntary
C) voluntary
D) selective
E) considered

Question 10

Which of the following is FALSE regarding ad avoidance?

A) Females are more likely to avoid ads than males.
B) High levels of advertising clutter increase ad avoidance.
C) Higher social classes avoid ads more than lower social classes.
D) Hectic lifestyles increase ad avoidance.
E) Younger consumers avoid ads more than older consumers.

Question 11

Carla watches television shows whenever she has time because she uses a digital video recorder to record the shows. When she watches them, she fast-forwards through the commercials, which is known as _____.

A) zipping
B) zapping
C) muting
D) exposure
E) voluntary exposure

Question 12

Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as _____.

A) infomercials
B) direct-to-consumer advertisements
C) advertorials
D) infotorials
E) product placement

Question 13

The manufacturer of the Little Giant Ladder runs a commercial that is 60 minutes long. The inventor of the ladder shows the versatility and uniqueness of this ladder, and several "regular" people demonstrate how easy it is to use. In fact, this ladder is more than 20 ladders in one because of the many different ways it can be configured. Viewers can call the 800 number or visit the website to purchase this product. This is an example of a(n) _____.

A) product placement
B) advertorial
C) advertising program
D) infomercial
E) infotorial

Question 14

_____ occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.

A) Perception
B) Attention
C) Interpretation
D) Perceptual offense
E) Exposure

Question 15

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?

A) exposure
B) attention
C) interpretation
D) memory
E) action

Question 16

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

A) 30 percent
B) 10 percent
C) 40 percent
D) 80 percent
E) 90 percent

Question 17

Perception is a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer _____.

A) interpretation
B) attitudes
C) action
D) acceptance
E) behavior

Question 18

_____ occurs when one fast-forwards through a commercial on a prerecorded program, and _____ involves switching channels when a commercial appears.

A) Zapping; muting
B) Zapping; zipping
C) Zipping; muting
D) Zipping; zapping
E) Muting; avoiding

Question 19

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

A) exposure avoidance
B) selective perception
C) selective interpretation
D) exposure avoidance
E) ad avoidance

Question 20

Which strategy for overcoming the barriers presented by DVR involves holding the ad visual relatively constant while the ad is fast-forwarded through by the viewer?

A) ad integration
B) still-frame ads
C) hybrid ads
D) product placement
E) ad compression

Question 21

What are the major individual factors affecting attention?

A) needs and wants
B) hemispheric lateralization and interpretation
C) motivation and needs
D) exposure and interpretation
E) motivation and ability

Question 22

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?

A) adaptation level theory
B) dual-coding theory
C) expectation theory
D) wear-out theory
E) over-exposure theory

Question 23

Walker was gathering information on plasma and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of _____.

A) information overload
B) information burnout
C) shopping burnout
D) giving up
E) consumer backlash

Question 24

Which of the following is considered an individual factor affecting attention?

A) motivation
B) intensity
C) clutter
D) attractiveness
E) isolation

Question 25

_____ represents the number of cues in the stimulus field.

A) Interestingness
B) Contrast
C) Expectations
D) Information Quantity
E) Size/Intensity

Question 26

James is interested in just about any type of electronic equipment, such as digital video recorders, computers, and digital cameras. He subscribes to several magazines devoted to these types of products, and he visits several different websites to learn more about these products. Which individual factor affecting attention is influencing James to attend to information about these products?

A) ability
B) information quantity
C) interestingness
D) expectations
E) motivation

Question 27

Which of the following is NOT considered a stimulus factor affecting attention?

A) size
B) intensity
C) clutter
D) position
E) isolation

Question 28

_____ is a drive state created by consumer interests and needs.

A) Ability
B) Emotion
C) Cognition
D) Motivation
E) Focused attention

Question 29

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

A) Intelligence
B) IQ
C) Ability
D) Aptitude
E) Motivation

Question 30

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

A) Position
B) Isolation
C) Format
D) Contrast
E) Lateralization

Question 31

Attention generally _____ across repeated exposures, and repetition often _____ recall.

A) increases; decreases
B) decreases; increases
C) remains constant; decreases
D) remains constant; increases
E) increases; increases

Question 32

Cameron was searching the Internet for information on digital cameras. He went to a search engine (i.e., Google) and searched the key words "digital camera." Unbeknownst to him, several banner ads for brands and retailers of digital cameras appeared on the results page that were activated based on the terms he used in his search. These banner ads are known as _____.

A) product placement
B) zoned banners
C) smart banners
D) smart placements
E) behavioral ads

Question 33

_____ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing.

A) Attention
B) Perception
C) Exposure
D) Interpretation
E) Selection

Question 34

_____ is separating a stimulus object from other objects.

A) Positioning
B) Isolation
C) Formatting
D) Contrasting
E) Lateralization

Question 35

_____ indicates motivation or interest in a specific product category, and it can be temporary or enduring.

A) Ability
B) Product involvement
C) Cognition
D) Focused attention
E) Interest

Question 36

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?

A) Ron should use cool colors, such as blues and grays, for displays.
B) Ron should not use large displays because that can overwhelm shoppers.
C) Ron should use warm colors, such as reds and yellows, because they are more arousing than cool colors.
D) Ron should use displays with as much information as possible because shoppers will be able to attend to all of it.
E) Ron should not use displays with moving parts because they will distract shoppers.

Question 37

Which of the following statements is FALSE regarding stimulus factors and attention?

A) Larger stimuli are more likely to be noticed than smaller ones.
B) Stimuli with greater intensity (e.g., loudness, brightness, length) are more likely to be noticed than less-intense stimuli.
C) Attention generally increases across repeated exposures, particularly when those exposures occur in a short period of time.
D) Individuals tend to be attracted to pleasant stimuli and repelled by unpleasant stimuli.
E) Consumers pay more attention to stimuli that contrast with their background than to stimuli that blend with it.

Question 38

Attention is determined by which factor?

A) the stimulus
B) the individual
C) the situation
D) A and B
E) A, B, and C

Question 39

Which of the following statements is TRUE regarding stimulus position and attention with respect to advertising?

A) Position effects in advertising are the same regardless of the medium used.
B) Ads on the left-hand page receive more attention than those on the right based on how we peruse magazines and newspapers.
C) For U.S. readers, high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad.
D) In online contexts, horizontal banners attract more attention than vertical banners.
E) In television, the probability of a commercial being viewed and remembered increases as it moves from being the first to air during a break to the last to air.

Question 40

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

A) clutter
B) position
C) motivation
D) ability
E) all of the above

Question 41

Which of the following is a situational factor affecting attention?

A) program involvement
B) ability
C) motivation
D) repetition
E) isolation

Question 42

Which of the following statements is FALSE regarding situational factors affecting attention?

A) Motivation and ability are two major situational factors affecting attention.
B) In advertising, consumers pay less attention to a commercial in a large cluster of commercials than they do to one in a smaller set.
C) Clutter represents the density of stimuli in the environment.
D) Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads.
E) Clutter and program involvement are two major situational factors affecting attention.

Question 43

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?

A) individual factors
B) external factors
C) transient factors
D) situational factors
E) nonprogrammatic factors

Question 44

When a teenager says, "It's cool," his friends understand that he's not talking about the temperature. In this case, the meaning of the word, "cool," is based on its _____ meaning.

A) semantic
B) psychological
C) cognitive
D) affective
E) seminal

Question 45

Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual due to that individual's high existing knowledge?

A) involvement
B) brand familiarity
C) brand equity
D) contrast
E) interestingness

Question 46

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

A) Affective interpretation
B) Consumer inference
C) Cognitive interpretation
D) Perceptual interpretation
E) Perceptual relativity

Question 47

_____ meaning is the conventional meaning assigned to a word such as found in the dictionary.

A) Semantic
B) Psychological
C) Cognitive
D) Affective
E) Seminal

Question 48

_____ 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.

A) Semantic
B) Psychological
C) Cognitive
D) Affective
E) Seminal

Question 49

Which of the following statements is TRUE regarding subliminal stimuli?

A) Research on messages presented too rapidly to elicit awareness indicates that such messages can actually have a substantial effect.
B) There is evidence that marketers are using subliminal messages.
C) A subliminal ad is different from a "normal" ad in that it "hides" key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect.
D) Subliminal advertising has not been the focus of intense study and public concern.
E) Masked symbols, deliberate or accidental, do appear to affect standard measures of advertising effectiveness and can influence consumption behavior.

Question 50

A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) _____ stimulus.

A) subversive
B) sublingual
C) lateralized
D) subliminal
E) unfocused

Question 51

Interpretation is generally a relative process rather than absolute, often referred to as _____.

A) perceptual lateralization
B) adaptation
C) perceptual defenses
D) selective perception
E) perceptual relativity

Question 52

Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it?

A) right
B) left
C) front
D) back
E) top

Question 53

_____ represents the density of stimuli in the environment.

A) Program involvement
B) Clutter
C) Repetition
D) Intensity
E) Isolation

Question 54

_____ is the assignment of meaning to sensations.

A) Attention
B) Perception
C) Interpretation
D) Hemispheric lateralization
E) Information processing

Question 55

Which of the following is NOT an individual characteristic that influences interpretation?

A) traits
B) learning and knowledge
C) expectations
D) organization
E) All of the above are individual characteristics that influence interpretation.

Question 56

When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as _____.

A) affective interpretation
B) consumer inference
C) cognitive interpretation
D) perceptual interpretation
E) perceptual relativity

Question 57

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

A) right brain/left brain lateralization
B) subliminal lateralization
C) hemispheric lateralization
D) interpretation
E) affective interpretation

Question 58

Some people experience emotions more strongly than do others, which is a trait known as _____.

A) physiological differentiation
B) psychological differentiation
C) affect intensity
D) cognitive intensity
E) psychological intensity

Question 59

_____ is the emotional or feeling response triggered by a stimulus such as an ad.

A) Affective interpretation
B) Consumer inference
C) Cognitive interpretation
D) Perceptual interpretation
E) Perceptual relativity

Question 60

Which side of the brain is primarily responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening?

A) right
B) left
C) front
D) back
E) top

Question 61

_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus objects and can affect consumer interpretation and categorization.

A) Proximity
B) Rhetorical figures
C) Contextual cues
D) Organization
E) Closure

Question 62

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

A) just noticeable difference
B) sensory discrimination
C) consumer inference
D) closure
E) expectations

Question 63

An advertiser that surrounds its ads with positive programming _____.

A) is tapping into the isolation effect
B) is basing its strategy on figure-ground theory
C) is utilizing adaptation level theory
D) increases the chances that its information is evaluated in a more positive light
E) none of the above

Question 64

The minimum amount that one stimulus can differ from another with the difference still being noticed is referred to as the _____.

A) just noticeable difference
B) perceptual difference
C) discriminatory difference
D) inferential difference
E) minimal difference

Question 65

_____ involves presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background.

A) Proximity
B) Closure
C) Inference
D) Figure-ground
E) Fore-ground

Question 66

The size, shape, and color are specific _____ of the stimulus that can affect interpretation.

A) cues
B) traits
C) elements
D) contextual cues
E) signals

Question 67

Which of the following is an individual characteristic that influences interpretation?

A) expectations
B) organization
C) changes
D) proximity
E) clutter

Question 68

Sam doesn't know much about digital video recorders, so when he went shopping for one, he decided on the model that had the highest price and the best warranty as well as one he had seen a lot of advertising for. Sam used these factors as _____.

A) inferential variables
B) quality signals
C) just noticeable difference cues
D) sensory cues
E) choice determinants

Question 69

Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even watch because they make her cry. This trait is known as _____.

A) physiological differentiation
B) psychological differentiation
C) affect intensity
D) cognitive intensity
E) psychological intensity

Question 70

_____ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved.

A) Proximity
B) Ambush marketing
C) Closure
D) Inference
E) Figure-ground

Question 71

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 _____.

A) gorilla marketing
B) tangential marketing
C) stealth marketing
D) ambush marketing
E) product placement

Question 72

Swiss Miss instant hot chocolate uses images of Winter Olympic athletic events with athletes and fans warming up to a mug of their instant cocoa. While Swiss Miss is not an official sponsor of the Winter Olympics, consumers viewing the ads might reasonably infer that they were. What type of marketing is this?

A) gorilla marketing
B) stealth marketing
C) product placement
D) unethical marketing
E) ambush marketing

Question 73

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?

A) affective
B) cognitive
C) psychological
D) physiological
E) mental

Question 74

When a communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claim, this is known as _____.

A) a direct claim
B) deceptive advertising
C) interpretation discrepancy
D) claim-belief discrepancy
E) inferential discrepancy

Question 75

_____ involve(s) the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline.

A) Rhetorical figures
B) Proximity
C) Ambush marketing
D) Contextual figures
E) Affective interpretation

Question 76

Color and the nature of the programming surrounding the brand's advertisement are examples of _____ present in the situation that can play a role in consumer interpretation independent of the actual stimulus.

A) stimulus characteristics
B) contextual cues
C) situational organization
D) stimulus cues
E) stimulus traits

Question 77

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

A) expectation response
B) affect intensity
C) individual bias
D) expectation trait
E) expectation bias

Question 78

Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself?

A) individual
B) personal
C) situational
D) stimulus
E) inferential

Question 79

Which of the following is NOT a situational characteristic influencing interpretation?

A) time pressure
B) mood
C) number of other individuals present
D) nature of the material surrounding the message in question
E) All of the above are situational characteristics influencing interpretation.

Question 80

_____ refers to the fact that stimuli positioned close together are perceived as belonging to the same category.

A) Organization
B) Proximity
C) Closeness
D) Closure
E) Affect