Chapter 08 Test Bank
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. when the characters praise the features of the brand and when an ad for the product appears during the
commercial break.
E. All of these choices are correct.
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 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
08-3
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of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
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 these choices are correct.
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
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.
08-5
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
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. perceptual lateralization.
E. ad 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. 10 percent
B. 30 percent
C. 50 percent
D. 70 percent
E. 90 percent
15. Which strategy for overcoming the barriers presented by DVR involves seamless insertion of household
addressable ads into both live and recorded video content from the DVR hard drive?
A. ad integration
B. dynamic ad placement
C. hybrid ads
D. product placement
E. forced ad exposure
08-7
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
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
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 these choices are correct.
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 over 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.
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. the stimulus and the individual
E. the stimulus, the individual and the situation
08-10
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
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 these choices are correct.
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.
E. Ron should not use displays with moving parts because they will distract shoppers.
08-12
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Understand
Difficulty: Moderate
Gradable: automatic
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.
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
E. Lateralization
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 Ultra HD 4K 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
08-15
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Easy
Gradable: automatic
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
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,
smart TVs, 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 their high existing knowledge?
A. involvement
B. brand familiarity
C. brand equity
D. contrast
E. interestingness
08-18
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Moderate
Gradable: automatic
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
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.
E. Clutter and program involvement are two major situational factors affecting attention.
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
08-20
Copyright © 2019 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent
of McGraw-Hill Education.
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
Blooms: Remember
Difficulty: Hard
Gradable: automatic
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
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