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Chapter 03—From Exposure to Comprehension
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1. Consumers can be exposed to marketing stimuli at any stage of the decision-making process.
a.
True
b.
False
ANSWER:
True
2. The position of an ad within a medium does not affect consumers' exposure to the ad.
a.
True
b.
False
ANSWER:
False
3. Exposure to commercials is low when they air at the beginning or end of a commercial break within a program.
a.
True
b.
False
ANSWER:
False
4. Product distribution and shelf placement do not affect consumers' exposure to brands and packages.
a.
True
b.
False
ANSWER:
False
5. Consumers control their exposure to marketing stimuli.
a.
True
b.
False
ANSWER:
True
6. With zipping, consumers attend to all marketing stimuli.
a.
True
b.
False
ANSWER:
False
7. Despite skipping and zipping, prior exposure to an ad improves consumers' recall of the message but increases
consumers' tendency to avoid previously seen ads.
a.
True
b.
False
ANSWER:
True
8. Attention is unlimited and cannot be divided.
a.
True
b.
False
ANSWER:
False
9. If consumers are distracted from an ad, they devote less attention to it.
a.
True
b.
False
ANSWER:
True
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10. Preattentive processing takes place during focal attention.
a.
True
b.
False
ANSWER:
False
11. One way to increase personal relevance of stimuli is by using dramas and mini-stories that depict the experiences of
actors or consumers through a narrative in one or more ads.
a.
True
b.
False
ANSWER:
True
12. Marketing stimuli can be made pleasant by using attractive models, humor, and music in ads.
a.
True
b.
False
ANSWER:
True
13. The absolute threshold is the intensity difference needed between two stimuli before they are perceived to be different.
a.
True
b.
False
ANSWER:
False
14. An infomercial is advertising that takes the form of editorial content.
a.
True
b.
False
ANSWER:
False
15. _____ means coming into physical contact with a stimulus.
a.
Inference
b.
Motivation
c.
Ability
d.
Opportunity
e.
Exposure
ANSWER:
e
16. Which of the following is a nonmarketing source of marketing stimuli?
a.
Salespeople
b.
Facebook messages
c.
Brand symbols
d.
Vine videos
e.
Consumer reviews
ANSWER:
e
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17. Consumers are most likely to be exposed to ads:
a.
that are placed below their eye level at stores.
b.
that appear low on an Internet search list.
c.
within TV programs that interest them.
d.
for product categories they do not use.
e.
when they engage in zipping.
ANSWER:
c
18. Consumers' exposure to a brand is high when:
a.
the ads for the brand are aired right in the middle of a commercial break.
b.
the consumers do not use the brand.
c.
the brand is located at customers' waist-level at stores.
d.
the online ads for the brand are located near the content they want to focus on.
e.
the amount of shelf space allocated to the brand in stores is high.
ANSWER:
e
19. Brenda records her favorite TV show on a digital video recorder because it is aired during her work hours. When she
watches the recorded show later, she skips all the commercials and watches only the show. In this case, Brenda's actions
can be categorized as _____.
a.
closure
b.
preattentive processing
c.
zapping
d.
figure and ground
e.
zipping
ANSWER:
e
20. Sarah lives with four family members. When they watch television after dinner, Sarah holds on to the remote control
and switches channels during commercials. In this scenario, Sarah is involved in _____.
a.
zipping
b.
zapping
c.
grouping
d.
source identification
e.
preattentive processing
ANSWER:
b
21. Which of the following statements is true of cord-cutters?
a.
They drop streaming services in favor of cable or satellite television subscriptions.
b.
They refrain from binge-watching multiple episodes of a series in quick succession.
c.
They view commercials but mentally block them out.
d.
They make it easy for marketers to plan for ad exposure.
e.
They tend to have different media habits.
ANSWER:
e
22. Jackson recently canceled his cable television subscription. He continues to watch his favorite shows by streaming
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them online. In this scenario, Jackson is a(n) _____.
a.
spokesperson
b.
policy maker
c.
cord-cutter
d.
ethicist
e.
advocate
ANSWER:
c
23. _____ reflects the amount of mental activity a consumer devotes to a stimulus.
a.
Exposure
b.
Attention
c.
Ability
d.
Motivation
e.
Opportunity
ANSWER:
b
24. In the context of consumer behavior, identify a true statement about attention.
a.
Attention is limited.
b.
Preattentive processing happens with focal attention.
c.
Focal attention occurs in peripheral vision.
d.
Attention is undivided.
e.
Habituation increases the attention-getting ability of marketing stimuli.
ANSWER:
a
25. Which of the following statements is true of focal attention?
a.
Consumers process information which is outside the focus of their attention.
b.
Information is processed in peripheral vision during focal attention.
c.
Focal attention happens when consumers focus on a stimulus.
d.
Limited attentional resources are devoted to focal attention.
e.
Consumers' focal attention is unlimited.
ANSWER:
c
26. Which of the following statements is true of nonfocal attention?
a.
Information processing cannot take place during nonfocal attention.
b.
Nonfocal attention happens when consumers focus on a stimulus.
c.
Consumers are aware of engaging in nonfocal attention.
d.
Consumers' nonfocal attention is not divided.
e.
Limited attentional resources are devoted to nonfocal attention.
ANSWER:
e
27. Preattentive processing can be defined as:
a.
processing where most of the attentional resources are devoted to one thing.
b.
the higher-order processing activities.
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c.
the nonconscious processing of stimuli.
d.
fast-forwarding through commercials on a program recorded earlier.
e.
switching channels during commercial breaks.
ANSWER:
c
28. Identify a true statement about preattentive processing.
a.
It does not affect consumers' consideration of a product or brand.
b.
It does not expose consumers to brand names or make the brand names familiar.
c.
It leaves limited resources for attentive processing.
d.
Emotionally charged commercials negatively influence preattentive processing.
e.
Consumers devote just enough attention to an object in peripheral vision to understand it.
ANSWER:
e
29. Sally is in charge of erecting billboards along highways. The billboards display the logos of newly launched brands in
the market. She believes that although drivers might not stop their vehicles and read the ads, they might notice the ads just
enough for them to make an impact. In this scenario, the drivers might engage in _____.
a.
preference for the whole
b.
zipping
c.
preattentive processing
d.
figure and ground
e.
zapping
ANSWER:
c
30. Vactin Corp., an apparel store, wants to create an air of mystery around its products. To advertise the store, it puts up
billboards with the message "Would you like to know what is in store for you?" on a white background. This
advertisement is an example of:
a.
using humor in advertising.
b.
an infomercial.
c.
reversal of figure and ground principle.
d.
preference for the whole principle.
e.
making stimuli personally relevant.
ANSWER:
e
31. Which of the following statements is true of using novel marketing stimuli?
a.
People do not like extreme novelty.
b.
Novelty does not attract consumers' attention.
c.
Novelty does not stand out from other stimuli.
d.
People easily forget novelty.
e.
Novelty is less easily understood.
ANSWER:
a
32. Telore's yogurt container is narrower at the top than at the bottom. Its competitors' yogurt containers have a broader
top and narrower bottom. This is an example of using _____ in marketing stimuli.
a.
novelty
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b.
rhetoric
c.
puzzle
d.
humor
e.
abstraction
ANSWER:
a
33. _____ is the intensity of stimuli that causes them to stand out relative to the environment.
a.
Abstraction
b.
Concreteness
c.
Ambivalence
d.
Prominence
e.
Habituation
ANSWER:
d
34. Which of the following is a way to increase the prominence of ads?
a.
Maintaining low signal and high noise
b.
Reducing the size of ads
c.
Using dynamic, fast-paced action
d.
Reducing the length of ads
e.
Decreasing the amount of space devoted to text within an ad
ANSWER:
c
35. _____ is the extent to which a stimulus is capable of being imagined.
a.
Novelty
b.
Concreteness
c.
Unexpectedness
d.
Prominence
e.
Habituation
ANSWER:
b
36. Consumers pay more attention to things that:
a.
are subliminal.
b.
are low in signal.
c.
are habituated.
d.
are concrete.
e.
are more verbal than visual.
ANSWER:
d
37. A stimulus can be made personally relevant by:
a.
using ads containing attractive models.
b.
showing people who are similar to the target audience in an ad.
c.
using extremely novel stimuli in an ad.
d.
including abstract stimuli rather than concrete stimuli.
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e.
making customers get habituated to ads.
ANSWER:
b
38. When Hissone Corp. increased the size of its ads in billboards, its customer traffic increased because a lot of
customers noticed the ads. This is due to _____ in advertising.
a.
concreteness
b.
abstractness
c.
novelty
d.
habituation
e.
prominence
ANSWER:
e
39. Which of the following statements is true of prominence in marketing stimuli?
a.
Movement decreases prominence.
b.
Making ads less cluttered decreases prominence.
c.
Decreasing the amount of space devoted to text within an ad increases prominence.
d.
Prominent stimuli habituate consumers.
e.
Prominent stimuli stand out relative to the environment because of their intensity.
ANSWER:
e
40. Jenna is reading a fashion magazine. While flipping through the pages, she notices a black-and-white photograph
amidst a photoset containing vibrant colors. The black-and-white photograph may attract Jenna primarily because it is:
a.
an abstract stimulus.
b.
below her perceptual threshold.
c.
below her absolute threshold.
d.
in contrast with the competing stimulus.
e.
an habituated stimulus.
ANSWER:
d
41. The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity is known as _____.
a.
habituation
b.
comprehension
c.
perception
d.
gaining exposure
e.
sensory marketing
ANSWER:
a
42. Sharon takes the same route to work every day. During her commute, she does not notice the billboards that have been
there for more than a week. In this scenario, Sharon is experiencing _____.
a.
closure
b.
zapping
c.
zipping
d.
source identification
e.
habituation
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ANSWER:
e
43. Which of the following strategies can help overcome consumers' habituation to stimuli?
a.
Including abstract stimuli
b.
Avoiding the use of competing stimuli
c.
Avoiding contrasting stimuli
d.
Altering marketing stimuli periodically
e.
Avoiding prominent stimuli
ANSWER:
d
44. _____ is the process of determining the properties of stimuli using vision, hearing, taste, smell, and touch.
a.
Grouping
b.
Perception
c.
Zipping
d.
Habituation
e.
Zapping
ANSWER:
b
45. Which of the following is an impact of changes in the aesthetic qualities of a product or package?
a.
Products that use diagnostic colors contribute to low attention and perception.
b.
Images located near the package top or on the left side add to the perception of a product as "lighter."
c.
Consumers perceive that packages in eye-catching shapes contain less of a product.
d.
Consumers may "downsize" their order when a product is enlarged along only one dimension.
e.
Consumers may "supersize" their order when the product is enlarged along all dimensions.
ANSWER:
b
46. Terri usually has the television on in the background while she works. She can recognize different ads during
commercial breaks by their jingles. In this scenario, Terri recognizes the ads due to _____.
a.
habituation
b.
grouping
c.
closure
d.
sonic identity
e.
figure and ground
ANSWER:
d
47. _____ is the pigment contained in a color.
a.
Hue
b.
Saturation
c.
Lightness
d.
Chroma
e.
Tone
ANSWER:
a
48. Saturation is also called _____.
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a.
hue
b.
depth
c.
lightness
d.
chroma
e.
tone
ANSWER:
d
49. Which of the following statements is true of color as a crucial factor in visual perception?
a.
Lightness of a color is also called chroma.
b.
Saturation refers to the depth of tone in a color.
c.
Warm colors generally encourage activity and excitement.
d.
Cool colors are appropriate in environments such as health clubs and fast-food restaurants.
e.
Softness is the pigment contained in a color.
ANSWER:
c
50. Kimberly needs to pick out a color to repaint her restaurant. Since the restaurant is located in a dreary setting, she
wants the interior of the restaurant to encourage activity and excitement. In this case, which of the following colors will
best suit Kimberly's purpose?
a.
Jade
b.
Violet
c.
Orange
d.
Green
e.
Blue
ANSWER:
c
51. _____ is the process of systematically managing consumers' perception and experiences of marketing stimuli.
a.
Habituation
b.
Comprehension
c.
Skipping
d.
Gaining exposure
e.
Sensory marketing
ANSWER:
e
52. Which of the following statements is true of consumers' perceptions?
a.
Images located near the package top add to the perception of a product as "heavy."
b.
Consumers perceive that packages in eye-catching shapes contain more of a product.
c.
All consumers possess the same ability to label odors.
d.
When consumers taste foods with a hard or rough texture, they associate the foods with fat.
e.
Reaction to touch in sales situation is the same across cultures.
ANSWER:
b
53. Which of the following statements is true of consumers' perception of vision?
a.
Seeing more pictures of products being compared helps consumers be certain about their choices.
b.
Consumers' sensory experiences of a product are not influenced by the shape of the packaging.
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c.
Color preferences are not affected by gender.
d.
Products in the center visually attract more attention than products from the side of the shelf.
e.
Brighter light decreases affective intensity.
ANSWER:
d
54. Which of the following is a disadvantage of using smell as a marketing stimulus?
a.
Smell does not entice consumers to try or buy a food product.
b.
Smell does not produce physiological and emotional responses in consumers.
c.
Consumers do not like products that mask aromas.
d.
Some consumers may dislike a product scent or find it irritating.
e.
Consumers do not perceive products through smell.
ANSWER:
d
55. In the context of touch as a marketing stimulus, which of the following is a tactic to increase sales?
a.
Offering coupons
b.
Offering "scratch-and-sniff" ads
c.
Offering trial sizes
d.
Conducting contests
e.
Giving promotional deals
ANSWER:
c
56. _____ is the minimal level of stimulus intensity needed to detect a stimulus.
a.
Ambivalence
b.
The construal level
c.
The absolute threshold
d.
Credibility
e.
The subliminal level
ANSWER:
c
57. Which of the following statements is true of the absolute threshold?
a.
It is the amount of intensity needed for a person to detect a difference between something and nothing.
b.
It is the intensity difference between two stimuli before people can perceive that the stimuli are different.
c.
It is the activation of sensory receptors by stimuli presented below the perceptual threshold.
d.
Consumers will only consciously perceive a marketing stimulus when it is below the absolute threshold.
e.
Stimuli are presented below the threshold level of conscious awareness.
ANSWER:
a
58. Trisni Candies recently changed the size of its candy bars. Consumers noticed the change in the candy bars' size as
soon as the new batch of candy bars were supplied to the market. In this scenario, the consumers noticed the change in the
size of the candy bars because:
a.
they are habituated to the new candy bars.
b.
they are engaged in preattentive processing.
c.
the difference in the level of stimulus intensity is below their absolute threshold.
d.
the differential threshold of their visual perception has been crossed.
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e.
the difference in size is below the just noticeable difference.
ANSWER:
d
59. Canis Inc., a market research firm, conducts a research study for Fresnas Inc., an automobile manufacturer. Canis
Inc.'s research indicates that the minimum price increase needed for consumers to notice a change in price is $200. This
minimum price increase is an example of _____.
a.
preattentive processing
b.
nonfocal attention
c.
subliminal perception
d.
differential threshold
e.
selective exposure
ANSWER:
d
60. _____ states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to
be perceived as different.
a.
Social identity theory
b.
Hofstede's law
c.
The theory of optimal simulation level
d.
Trait theory
e.
Weber's law
ANSWER:
e
61. _____ is the activation of sensory receptors by stimuli presented below the perceptual threshold.
a.
Preattentive processing
b.
Subliminal perception
c.
Habituation
d.
Motivation
e.
Organizational perception
ANSWER:
b
62. Which of the following statements is true of subliminal perception?
a.
Consumers' attention is directed squarely at the stimulus that is presented subliminally.
b.
Consumers involved in subliminal perception are exposed to an ad in their peripheral vision.
c.
Subliminal stimuli are presented for a very long time so that consumers easily perceive them.
d.
Consumers process information which is outside the focus of their attention.
e.
Subliminal perception is also called preattentive processing.
ANSWER:
a
63. _____ represents a somewhat higher, more meaningful level of processing than simply having stimuli register on
consumers' sensory receptors.
a.
Source identification
b.
Selective exposure
c.
Perceptual organization
d.
Zipping
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e.
Zapping
ANSWER:
c
64. Hesgrove Automobiles is a well-known car manufacturer. In one of its ads, its latest car is shown in a variety of
locales, illustrating its ability to function on all terrains. The car is the focal point of attention, and the locales are
relatively unnoticeable. In this case, the ad uses the principle of _____.
a.
preference for the whole
b.
preattentive processing
c.
zipping
d.
figure and ground
e.
grouping
ANSWER:
d
65. _____ refers to the fact that individuals have a need to organize perceptions so that they form a meaningful whole.
a.
Preattentive processing
b.
Figure and ground
c.
Zapping
d.
Zipping
e.
Closure
ANSWER:
e
66. At Sulgen Bed and Bath store, the mattresses displayed are covered with linen and pillows are placed on the
mattresses. This is done to influence the perception of the products. This setting is an example of _____.
a.
closure
b.
figure and ground
c.
grouping
d.
zapping
e.
zipping
ANSWER:
c
67. _____ is determining what the stimulus that consumers have detected actually is.
a.
Grouping
b.
Source identification
c.
Preattentive processing
d.
Habituation
e.
Zipping
ANSWER:
b
68. Perlis Foods has launched a new brand of soda. As a part of its marketing strategy, Perlis Foods has entered into a
contract with a leading television production company. The contract arranges for the new brand of soda to be shown in the
new TV series to be aired soon. This is an example of _____.
a.
grouping
b.
product placement
c.
an advertorial
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d.
an infomercial
e.
zipping
ANSWER:
b
69. Discuss the factors influencing consumers' exposure to ads.
ANSWER:
Responses will vary.
70. Discuss ways of maximizing consumer exposure through product distribution and shelf placement.
ANSWER:
Responses will vary.
71. Briefly explain how selective exposure occurs with consumers.
ANSWER:
Responses will vary.
72. Discuss the key characteristics of attention.
ANSWER:
Responses will vary.
73. Explain preattentive processing.
ANSWER:
Responses will vary.
74. Discuss some of the factors that make a marketing stimulus personally relevant to consumers.
ANSWER:
Responses will vary.
75. Researchers at Fourlotts Corp. are thinking of ways to attract customers by making the firm's advertisements pleasant.
Discuss the strategies that can be used by Fourlotts Corp.
ANSWER:
Responses will vary.
76. Discuss the characteristics that make a marketing stimulus easy to process.
ANSWER:
Responses will vary.
77. Discuss how marketers can segment markets based on the amount of attention consumers pay to various marketing
stimuli.
ANSWER:
Responses will vary.
78. Explain how consumers become habituated to marketing stimuli.
ANSWER:
Responses will vary.
79. Explain the process of perception through vision, hearing, taste, smell, and touch.
ANSWER:
Responses will vary.
80. List the perceptual thresholds, and explain how they are relevant in the context of consumer behavior.
ANSWER:
Responses will vary.
81. Explain the process of perceptual organization.
ANSWER:
Responses will vary.
82. Explain the two critical elements in comprehension.
ANSWER:
Responses will vary.
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83. Explain subjective and objective comprehension.
ANSWER:
Responses will vary.
84. Discuss ways to avoid miscomprehension of messages.
ANSWER:
Responses will vary.
85. Discuss how consumers' culture affects message comprehension.
ANSWER:
Responses will vary.
