symmetrically balanced - Perception Answer Key

Chapter 08 Perception Answer Key

C. symmetrically balanced

D. asymmetrically balanced

E. extremely simple

Symmetrically balanced logos have been found to lead to higher levels of logo liking.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-05 Discuss how perception can enhance strategies for retailing; branding; advertising; and packaging Topic: Brand Name and Logo Development

True / False Questions

84. The information processing model has four major steps or stages: exposure, attention, interpretation, and memory.

TRUE

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

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-01 Describe the nature of perception and its relationship to consumer memory and decisions Topic: The Nature of Perception 85. Zipping, zapping, and muting are mechanical ways for consumers to selectively avoid

exposure to advertising messages, often referred to as ad avoidance.

TRUE

Zipping, zapping, and muting are ways to self-select media exposure.

Topic: Selective Exposure 86. Product placement is subliminal.

FALSE

Product placement is designed to give exposure to the product, not hide it.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-02 Explain exposure; the types of exposure; and the resulting marketing implications Topic: Selective Exposure 87. Inner-scope Research recently found that DVR users who zip through TV ads are less

"engaged" with the ads than those who did not.

FALSE

Studies show that most viewers who zip through DVR commercials still notice the ads and in fact, will stop and view commercials they are interested in.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 08-02 Explain exposure; the types of exposure; and the resulting marketing implications Topic: Selective Exposure 88. Attention is determined by three factors: the stimulus, the individual, and the situation.

TRUE

The same individual may devote different levels of attention to the same stimulus in different situations.

89. High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad.

FALSE

U.S. readers tend to scan print ads from top left to bottom right, much the same way we read. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Stimulus Factors 90. Format refers to the placement of an object in physical space or time.

FALSE

Format refers to the manner in which the message is presented, whether simple or complex. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Stimulus Factors 91. Reasoned-action theory suggests that if a stimulus doesn't change, over time we adapt or

habituate to it and begin to notice it less.

FALSE

Adaptation level theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Stimulus Factors 92. Consumer motivation and ability are the major individual factors affecting attention.

TRUE

Individual factors are characteristics that distinguish one individual from another.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation

Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Individual Factors 93. The right 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.

FALSE

The left 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.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Nonfocused Attention 94. Affective interpretation is a process whereby stimuli are placed into existing categories of

meaning.

FALSE

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

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-04 Explain interpretation; the factors that affect it; and the resulting marketing implications Topic: Interpretation 95. Individual characteristics affecting interpretation include traits, learning and knowledge, and

expectations.

TRUE

Individuals actively assign meaning based on their needs, desires, experiences, and expectations.

Topic: Individual Characteristics 96. According to the consumer insight in your text, "synners" have a neurological condition that

crosses two or more senses.

TRUE

Individuals actively assign meaning based on their needs, desires, experiences, and expectations.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-04 Explain interpretation; the factors that affect it; and the resulting marketing implications Topic: Interpretation 97. Stimulus characteristics affecting interpretation include traits, organization, and changes.

TRUE

Stimulus characteristics affecting interpretation include traits, organization, and changes. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-04 Explain interpretation; the factors that affect it; and the resulting marketing implications Topic: Stimulus Characteristics 98. Sounds of letters and words can symbolize product attributes.

TRUE

Heavier sounding vowels (Frosh) might be better used to suggest creamier ice cream than lighter sounding vowels (Frish).

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-05 Discuss how perception can enhance strategies for retailing; branding; advertising; and packaging Topic: Brand Name and Logo Development

99. A brand name like Charmin with its soft and rounded sounds (compared to the harshness of Scott) is taking advantage of brand morphemes.

FALSE

Charmin's rounded sounds take advantage of brand morphemes.

FALSE

Co-branding is an alliance in which two brands are put together on a single product.

Essay Questions

101. Briefly describe the concepts of information processing and perception.

Information processing is a series of activities by which stimuli are perceived, transformed

into information, and stored. The information-processing model has four major steps or stages: exposure, attention, interpretation, and memory. The first three of these constitute perception.

Perception is a process that begins with consumer exposure and attention to marketing

stimuli and ends with consumer interpretation. Exposure occurs when a stimulus comes within range of a person's sensory receptor nerves. Attention occurs when the stimulus is "seen." Interpretation is the assignment of meaning to the received sensations. Memory is the short- term use of the meaning for immediate decision making or the longer-term retention of the meaning.

Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-01 Describe the nature of perception and its relationship to consumer memory and decisions Topic: The Nature of Perception

102. 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.

Attention occurs when the stimulus activates one or more sensory receptor nerves, and the

resulting sensations go to the brain for processing. Attention requires consumers to allocate limited mental resources toward the processing of incoming stimuli. Several stimulus factors influence attention (students only have to discuss five of them):

Size—larger stimuli are more likely to be noticed. For example, taking out a large ad in a local

newspaper is more likely to be noticed than a smaller ad.

Intensity (e.g., loudness, brightness, length)—can increase attention. For this type of retail

store, sparkling jewelry might attract viewers' attention.

Attractive visuals—individuals tend to be attracted to pleasant stimuli and repelled by

unpleasant stimuli. Use of attractive people in an ad, especially for this product category, can attract viewers' attention.

Color and movement—both serve to attract attention, with brightly colored and moving items

being more noticeable. A color advertisement, especially in a newspaper ad, is likely to catch attention. Of course, movement is possible with television advertising.

Position—refers to the placement of an object in physical space or time. In print contexts, ads

on the right-hand page receive more attention, and high-impact zones tend to be more toward the top and left of a printed ad. Vertical banner ads attract more attention than do horizontal ones. Finally, in television, first-appearing commercials tend to be attended to more so than ones appearing later in a commercial pod.

Isolation—separating a stimulus object from other objects tends to enhance attention to the

stimulus. In advertising, the use of "white space" is based on this principle.

Format—refers to the manner in which the message is presented, and simple, straightforward

presentations receive more attention than complex presentations. Elements in an advertisement that increase the effort required to process the message tend to decrease attention.

Contrast and expectations—consumers pay more attention to stimuli that contrast with their

background than to stimuli that blend with it. Expectations drive our perceptions of contrast.

Interestingness—factors that increase curiosity can increase interest and the attention paid to

the stimulus.

Information quantity—represents the number of cues in the stimulus field. Information

overload occurs when consumers are confronted with so much information that they cannot or will not attend to all of it.

AACSB: Analytical Thinking Blooms: Understand

Difficulty: 2 Medium Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Attention 103. Discuss the individual factors that affect attention.

Consumer motivation and ability are the major individual factors affecting attention. Motivation is the drive state created by consumer interests and needs. Interests are a reflection of overall lifestyles as well as a result of goals and needs. Product involvement indicates motivation or interest in a specific product category, and it can be temporary or enduring. Either way, product involvement motivates attention. Ability refers to the capacity of individuals to attend to and process information and is related to knowledge and familiarity with the product, brand, or promotion. Experts can attend to more information, more quickly and more effectively than novices and tend to be less plagued by information overload. Brand familiarity is an ability factor related to attention, and those with high brand familiarity may require less attention to the brand's messages due to their high existing knowledge.

AACSB: Analytical Thinking Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Individual Factors 104. Define "interpretation," and discuss individual characteristics affecting it.

Interpretation is the assignment of meaning to sensations and is related to how we

comprehend and make sense of incoming information. Individual characteristics affecting interpretation are traits, learning and knowledge, and expectations. Inherent physiological and psychological traits, which drive our needs and desires, influence how a stimulus is

interpreted. From a physiological standpoint, consumers differ in their sensitivity to stimuli. From a psychological standpoint, consumers have natural cognitive, emotional, and behavioral predispositions. Learning and knowledge affects interpretations. For example, meanings attached to such "natural" things as time, space, relationships, and colors are learned and vary widely across cultures. Consumers also learn about marketer-created stimuli like brands and promotions through their experiences with them. Finally, individuals' interpretations of stimuli tend to be consistent with their expectations, an effect referred to as the expectation bias. Consumers' expectations are the result of learning and can be formed very quickly, wielding enormous influence and can be hard to change.

AACSB: Analytical Thinking Blooms: Understand Difficulty: 2 Medium

Learning Objective: 08-04 Explain interpretation; the factors that affect it; and the resulting marketing implications Topic: Interpretation 105. What is meant by the term "inference," and how do consumers use inferences?

Interpretation often requires consumers to make inferences. An inference goes beyond what is directly stated or presented. Consumers use available data and their own ideas to draw conclusions about information that is not provided. Consumers use quality signals, images, and missing information to draw inferences regarding message interpretation. Consumers draw inferences about product quality through a number of quality signals, such as price, advertising intensity, and warranties. Others include country of origin as well as brand effects. In general, quality signals operate more strongly when consumers lack the expertise to make informed judgments on their own, when consumer motivation or interest in the decision is low, or when other quality-related information is lacking. Consumers also infer meaning from images, such as from pictures placed in an advertisement. Marketers must understand the meanings their audiences assign various images and words and use them in combination to construct messages that will covey the desired meaning. When data about an attribute are missing, consumers may assign it a value based on a presumed relationship between that attribute and one for which data are available.

AACSB: Analytical Thinking Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-04 Explain interpretation; the factors that affect it; and the resulting marketing implications Topic: Consumer Inferences

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