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Chapter 08 Perception Answer Key
Multiple Choice Questions
1.
According to Nielsen, product placements on TV work best ________.
2.
Perception is a process that begins with consumer exposure and attention to marketing stimuli
and ends with consumer _____.
3.
_____ is a series of activities by which stimuli are perceived, transformed into information, and
stored.
4.
Which of the following is NOT a step in the information-processing model?
5.
Which of the following stages of the information-processing model constitute(s) perception?
6.
The fact that all aspects of the perception process are extremely selective is referred to as
_____.
7.
_____ occurs when a stimulus is placed within a person's relevant environment and comes
within range of their sensory receptor nerves.
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?
9.
_____ occurs when one fast-forwards through a commercial on a prerecorded program, and
_____ involves switching channels when a commercial appears.
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 _____.
11.
Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid
exposure to advertising messages, often referred to as _____.
12.
Which of the following is FALSE regarding ad avoidance?
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.
14.
Currently, what percentage of U.S. households has a DVR?
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?
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?
17.
_____ advertising is perhaps the fastest-growing alternative media, allowing for exposure to
_____ who tend to avoid traditional media, such as TV.
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 _____.
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) _____.
20.
The voluntary and self-selected nature of online offerings where consumers "opt in" to receive
email-based promotions is often referred to as _____.
21.
_____ occurs when the stimulus activates one or more sensory receptor nerves, and the
resulting sensations go to the brain for processing.
22.
Attention is determined by which factor?
23.
Which of the following is considered a stimulus factor affecting attention?
24.
Which of the following is NOT considered a stimulus factor affecting attention?
25.
Which of the following statements is FALSE regarding stimulus factors and attention?
26.
Attention generally _____ across repeated exposures, and repetition often _____ recall.
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?
28.
Which of the following statements is TRUE regarding stimulus position and attention with
respect to advertising?
29.
_____ is separating a stimulus object from other objects.
30.
_____ refers to the manner in which the message is presented.
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?
32.
_____ represents the number of cues in the stimulus field.
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 _____.
34.
Which of the following is considered an individual factor affecting attention?
35.
What are the major individual factors affecting attention?
36.
_____ is a drive state created by consumer interests and needs.
37.
_____ indicates motivation or interest in a specific product category, and it can be temporary
or enduring.
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
_____.
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?
40.
_____ refers to the capacity of individuals to attend to and process information.
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?
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?
43.
Which of the following is a situational factor affecting attention?
44.
_____ represents the density of stimuli in the environment.
45.
Which of the following statements is FALSE regarding situational factors affecting attention?
46.
The idea behind _____ is that different parts of our brain are better suited for focused versus
nonfocused attention.
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?
48.
Which side of the brain deals with pictorial, geometric, timeless, and nonverbal information
without the individual being able to verbally report it?
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.
Topic: Nonfocused Attention
50.
Which of the following statements is TRUE regarding subliminal stimuli?
51.
_____ is the assignment of meaning to sensations.
52.
Interpretation is generally a relative process rather than absolute, often referred to as _____.
