978-1260100044 Test Bank Chapter 8 Part 3

08-33

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Easy

Gradable: automatic

Learning Objective: 08-04 Explain interpretation, the factors that affect it, and the resulting marketing implications.

Topic: Stimulus Characteristics

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

08-35

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Moderate

Gradable: automatic

Learning Objective: 08-05 Discuss how perception can enhance strategies for retailing, branding, advertising, and packaging.

Topic: Brand Name and Logo Development

True or False Questions

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

memory.

85. Zipping, zapping, and muting are mechanical ways for consumers to selectively avoid exposure to advertising

messages, often referred to as ad avoidance.

86. Product placement is subliminal.

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.

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

90. Format refers to the placement of an object in physical space or time.

08-37

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: 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.

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

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.

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

95. Individual characteristics affecting interpretation include traits, learning and knowledge, and expectations.

96. According to the consumer insight in your text, “synners” have a neurological condition that crosses two or more

senses.

97. Stimulus characteristics affecting interpretation include traits, organization, and changes.

98. Sounds of letters and words can symbolize product attributes.

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

advantage of brand morphemes.

100. Dual-branding is an alliance where two brands are put together on a single product.

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

Explanation:

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.

08-40

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Moderate

Gradable: manual

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

103. Discuss the individual factors that affect attention.

104. Define interpretation and discuss individual characteristics affecting it.

105. What is meant by the term inference, and how do consumers use inferences?

08-42

of McGraw-Hill Education.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: Moderate

Gradable: manual

Learning Objective: 08-04 Explain interpretation, the factors that affect it, and the resulting marketing implications.

Topic: Consumer Inferences

Chapter 08 Test Bank Summary