Chapter 08
Perception
Multiple Choice Questions
1. 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
2. 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
3. _____ 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
4. Which of the following is NOT a step in the information-processing model? A. exposure B. comparison C. attention D. interpretation E. memory
5. 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
6. 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
7. _____ 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
8. 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
9. _____ 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
10. 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
11. 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
12. 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.
13. _____ 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
14. 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
15. 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
16. 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
17. _____ 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
18. 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
19. 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
20. 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
21. _____ 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
22. Attention is determined by which factor?
A. the stimulus
B. the individual
C. the situation
D. A and B
E. A, B, and C
23. Which of the following is considered a stimulus factor affecting attention?
A. clutter
B. position
C. motivation
D. ability
24. Which of the following is NOT considered a stimulus factor affecting attention? A. size B. intensity C. clutter D. position E. isolation
25. 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.
26. 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
27. 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.
28. 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.
29. _____ is separating a stimulus object from other objects.
A. Positioning
B. Isolation
C. Formatting
D. Contrasting
E. Lateralization
30. _____ refers to the manner in which the message is presented.
A. Position
B. Isolation
C. Format
D. Contrast
31. 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
32. _____ represents the number of cues in the stimulus field. A. Interestingness
B. Contrast
C. Expectations
D. Information Quantity E. Size/Intensity
33. 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
34. Which of the following is considered an individual factor affecting attention? A. motivation B. intensity C. clutter D. attractiveness E. isolation
35. 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
36. _____ is a drive state created by consumer interests and needs.
A. Ability
B. Emotion
C. Cognition
D. Motivation
E. Focused attention
37. _____ 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
38. 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
39. 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
40. _____ refers to the capacity of individuals to attend to and process information.
A. Intelligence
B. IQ
C. Ability
D. Aptitude
E. Motivation
41. 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
42. 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
43. Which of the following is a situational factor affecting attention? A. program involvement
B. ability
C. motivation
D. repetition
E. isolation
44. _____ represents the density of stimuli in the environment. A. Program involvement
B. Clutter
C. Repetition
D. Intensity
E. Isolation
45. 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.
46. 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
47. 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
48. 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
49. 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
50. 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. 51. _____ is the assignment of meaning to sensations.
A. Attention
B. Perception
C. Interpretation
D. Hemispheric lateralization E. Information processing
52. 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
53. _____ meaning is the conventional meaning assigned to a word such as found in the dictionary.
A. Semantic
B. Psychological
C. Cognitive
D. Affective
54. _____ 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
55. 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
56. _____ 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
57. _____ 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
58. 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
59. 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.
60. 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
61. 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
62. 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
63. Which of the following is an individual characteristic that influences interpretation?
A. expectations
B. organization
C. changes
D. proximity
E. clutter
64. 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
65. Which of the following characteristics influencing interpretation represents factors beyond the stimulus itself? A. individual B. personal C. situational D. stimulus E. inferential
66. 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.
67. 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
68. 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
69. The size, shape, and color are specific _____ of the stimulus that can affect interpretation.
A. cues
B. traits
C. elements
D. contextual cues
70. _____ 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
71. _____ 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
72. _____ 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
73. 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
74. 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
75. _____ 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
76. _____ 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
77. 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
78. 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
79. 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
80. 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
81. Beverly went to the store to purchase instant hot chocolate mix for her family. A sign near the hot chocolate directed her to a specific aisle where she could purchase marshmallows. This is an example of a(n) _____. A. cross-promotion B. brand extension C. co-brand D. overlay E. simultaneous promotion
82. Skippy is a well-known brand of peanut butter that recently introduced a line of snack bars bearing the Skippy name. This is an example of _____.
A. co-branding
B. a brand extension C. a brand inference
D. repetition
E. quality signals
83. Which characteristic of a logo has been found to lead to higher levels of logo liking? A. extremely elaborate
B. depicting unusual objects C. symmetrically balanced D. asymmetrically balanced E. extremely simple
True / False Questions
84. The information processing model has four major steps or stages: exposure, attention, interpretation, and memory.
True False
85. Zipping, zapping, and muting are mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as ad avoidance.
True False
86. Product placement is subliminal. True False
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.
88. Attention is determined by three factors: the stimulus, the individual, and the situation. True False
89. High-impact zones in print ads and other print documents tend to be more toward the bottom and right of the ad.
True False
90. Format refers to the placement of an object in physical space or time. True False
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.
True False
92. Consumer motivation and ability are the major individual factors affecting attention. True False
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.
True False
94. Affective interpretation is a process whereby stimuli are placed into existing categories of meaning.
True False
95. Individual characteristics affecting interpretation include traits, learning and knowledge, and expectations.
True False
96. According to the consumer insight in your text, "synners" have a neurological condition that crosses two or more senses.
True False
97. Stimulus characteristics affecting interpretation include traits, organization, and changes. True False
98. Sounds of letters and words can symbolize product attributes. True False
99. A brand name like Charmin with its soft and rounded sounds (compared to the harshness of Scott) is taking advantage of brand morphemes.
True False 100
.
Dual-branding is an alliance in which two brands are put together on a single product. True False
Essay Questions
101 .
Briefly describe the concepts of information processing and 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.
103 .
Discuss the individual factors that affect attention.
104 .
Define "interpretation," and discuss individual characteristics affecting it.
105 .
Chapter 08 Perception
Answer Key
Multiple Choice Questions
1. 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
Product placement is a marketer's response to ad avoidance.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-01 Describe the nature of perception and its relationship to consumer memory and decisions Topic: Perception 2. 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
Interpretation can be a highly selective process.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 2 Medium Learning Objective: 08-01 Describe the nature of perception and its relationship to consumer memory and decisions Topic: Perception
3. _____ 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
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 4. Which of the following is NOT a step in the information-processing model?
A. exposure
B. comparison
C. attention
D. interpretation
E. memory
The four major steps are exposure, attention, interpretation, and memory.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember 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
5. 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
Exposure, attention, and interpretation are the stages of the information-processing model. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember 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 6. 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
Individuals are not passive recipients of marketing messages.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember 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
7. _____ 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
Exposure provides consumers with the opportunity to pay attention to available information, but in no way guarantees it.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-02 Explain exposure; the types of exposure; and the resulting marketing implications Topic: Exposure 8. 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
Exposure occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-02 Explain exposure; the types of exposure; and the resulting marketing implications Topic: Exposure
9. _____ 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
Zipping and zapping are ways to self-select media exposure.
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 10. 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
Zipping is a way to self-select media exposure.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-02 Explain exposure; the types of exposure; and the resulting marketing implications Topic: Selective Exposure
11. 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
Zipping, zapping, and muting are ways to self-select media exposure.
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 12. 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. Males are more likely to avoid ads than females.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 3 Hard Learning Objective: 08-02 Explain exposure; the types of exposure; and the resulting marketing implications Topic: Selective Exposure
13. _____ 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
Product placement is a marketer's response to ad avoidance.
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 14. 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
Forty percent is the percentage of U.S. households that research estimates currently have a DVR.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-02 Explain exposure; the types of exposure; and the resulting marketing implications Topic: Selective Exposure
15. 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
This strategy keeps the visual relatively static for 30 seconds.
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 16. 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
Sometimes consumers actively seek commercials and other marketing stimuli to help them make purchasing decisions.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-02 Explain exposure; the types of exposure; and the resulting marketing implications Topic: Voluntary Exposure
17. _____ 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
Ad spending in video games is growing by more than 30 percent per year and is nearing the $1 billion mark.
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 18. 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
Infomercials are more likely to be viewed by early adopters and opinion leaders.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-02 Explain exposure; the types of exposure; and the resulting marketing implications Topic: Voluntary Exposure
19. 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
Program-length commercials with an 800 number and/or Web address through which to order or request additional information are known as infomercials.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 1 Easy Learning Objective: 08-02 Explain exposure; the types of exposure; and the resulting marketing implications Topic: Voluntary Exposure 20. 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
Consumers control the messages they are exposed to and consequently, are more responsive to those messages.
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: Voluntary Exposure
21. _____ 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
Attention requires consumers to allocate limited mental resources toward the processing of incoming stimuli.
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: Attention 22. Attention is determined by which factor?
A. the stimulus
B. the individual
C. the situation
D. A and B
E. A, B, and C
The same individual may devote different levels of attention to the same stimulus in different situations.
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: Attention
23. Which of the following is considered a stimulus factor affecting attention?
A. clutter
B. position
C. motivation
D. ability
E. all of the above
Position refers to the placement of an object in physical space or time.
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 24. Which of the following is NOT considered a stimulus factor affecting attention?
A. size
B. intensity
C. clutter
D. position
E. isolation
Clutter is not considered a stimulus factor affecting attention.
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
25. 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.
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: Understand Difficulty: 3 Hard Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Stimulus Factors 26. 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
Consumers tend to pay less attention to things they have seen before but the simple act of being exposed to a stimulus more times has a boosting influence on recall.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Stimulus Factors
27. 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. Warm colors, such as reds and yellows, are more arousing than cool colors, such as blues and grays.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Stimulus Factors 28. 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.
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: Understand Difficulty: 3 Hard Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Stimulus Factors
29. _____ is separating a stimulus object from other objects. A. Positioning B. Isolation C. Formatting D. Contrasting E. Lateralization
In-store, the use of stand-alone kiosks is based on this principle.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Stimulus Factors 30. _____ refers to the manner in which the message is presented.
A. Position
B. Isolation
C. Format
D. Contrast
E. Lateralization
In general, simple, straightforward presentations receive more attention than complex presentations.
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
31. 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
An ad that we initially notice when it's new may lose its ability to capture our attention as we become familiar with it.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Stimulus Factors 32. _____ represents the number of cues in the stimulus field.
A. Interestingness
B. Contrast
C. Expectations
D. Information Quantity
E. Size/Intensity
Cues can relate to the features of the brand itself, typical uses of the brand, typical usage situations, and so on.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Stimulus Factors
33. 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
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 Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 1 Easy Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Stimulus Factors 34. Which of the following is considered an individual factor affecting attention?
A. motivation
B. intensity
C. clutter
D. attractiveness
E. isolation
Motivation is a drive state created by consumer interests and needs.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Individual Factors
35. 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
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 36. _____ is a drive state created by consumer interests and needs.
A. Ability
B. Emotion
C. Cognition
D. Motivation
E. Focused attention
Interests are a reflection of overall lifestyle as well as a result of goals and needs.
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
37. _____ 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
Product involvement can be temporary or enduring.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Individual Factors 38. 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
Such behavioral targeting strategies are available for general websites as well, and they appear to be quite effective.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Individual Factors
39. 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
Motivation is a drive state created by consumer interests and needs.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Individual Factors 40. _____ refers to the capacity of individuals to attend to and process information.
A. Intelligence
B. IQ
C. Ability
D. Aptitude
E. Motivation
Ability is related to knowledge and familiarity with the product, brand, or promotion.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Individual Factors
41. 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
One exposure may be all that is needed to capture attention and generate click-through with banner ads when brand familiarity is high.
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 42. 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
Clutter and program involvement are two major situational factors affecting attention.
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: Situational Factors
43. Which of the following is a situational factor affecting attention? A. program involvement B. ability C. motivation D. repetition E. isolation
Program involvement refers to how interested viewers are in the program or editorial content surrounding the ads.
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: Situational Factors 44. _____ represents the density of stimuli in the environment.
A. Program involvement
B. Clutter
C. Repetition
D. Intensity
E. Isolation
In-store research suggests that cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Situational Factors
45. 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. Motivation and ability are individual factors affecting attention.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Individual Factors 46. 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
Hemispheric lateralization is a term applied to activities that take place on each side of the brain.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Nonfocused Attention
47. 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
The left brain controls those activities we typically call rational thought.
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 48. 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
The right brain works with images and impressions.
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
49. 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
A subliminal ad hides key persuasive information by making it so weak that it is difficult or impossible to detect.
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 50. 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.
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 subliminal stimulus.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 3 Hard Learning Objective: 08-03 Explain attention; the factors that affect it; and the resulting marketing implications Topic: Nonfocused Attention
51. _____ is the assignment of meaning to sensations. A. Attention B. Perception C. Interpretation D. Hemispheric lateralization E. Information processing
Interpretation is related to how we comprehend and make sense of incoming information based on characteristics of the stimulus, the individual, and the situation.
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 52. 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
It is often difficult for people to make interpretations in the absence of some reference point. 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
53. _____ 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
Semantic meaning is the conventional meaning assigned to a word such as found in the dictionary.
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 54. _____ 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
Psychological meaning is the specific meaning assigned to a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used.
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
55. 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
Psychological meaning is the specific meaning assigned to a word by a given individual or group of individuals based on their experiences, expectations, and the context in which the term is used.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-04 Explain interpretation; the factors that affect it; and the resulting marketing implications Topic: Interpretation 56. _____ 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
Putting stimuli into existing categories of meaning is referred to as cognitive interpretation. 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
57. _____ 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
Affective interpretation involves the emotions/feelings triggered by a stimulus.
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 58. 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
Affective interpretation is the emotional or feeling response triggered by a stimulus such as an ad.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-04 Explain interpretation; the factors that affect it; and the resulting marketing implications Topic: Interpretation
59. 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. Organization is not an individual characteristic that influences interpretation.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 08-04 Explain interpretation; the factors that affect it; and the resulting marketing implications Topic: Individual Characteristics 60. 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
Studies have found that consumers who are higher in affect intensity experience stronger emotional reactions to any given advertisement.
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: Individual Characteristics
61. 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
From a physiological standpoint, consumers differ in their sensitivity to stimuli.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-04 Explain interpretation; the factors that affect it; and the resulting marketing implications Topic: Individual Characteristics 62. 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
Some people experience emotions more strongly than do others, which is a trait known as affect intensity.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 08-04 Explain interpretation; the factors that affect it; and the resulting marketing implications Topic: Individual Characteristics
