53.
_____ meaning is the conventional meaning assigned to a word such as found in the
dictionary.
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.
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.
56.
_____ is a process whereby stimuli are placed into existing categories of meaning.
57.
_____ is the emotional or feeling response triggered by a stimulus such as an ad.
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
_____.
ad.
59.
Which of the following is NOT an individual characteristic that influences interpretation?
60.
Some people experience emotions more strongly than do others, which is a trait known as
_____.
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?
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
_____.
63.
Which of the following is an individual characteristic that influences interpretation?
64.
Individuals’ interpretation of stimuli tend to be consistent with their expectations, an effect
referred to as the _____.
65.
Which of the following characteristics influencing interpretation represents factors beyond the
stimulus itself?
66.
Which of the following is NOT a situational characteristic 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.
68.
An advertiser that surrounds its ads with positive programming _____.
69.
The size, shape, and color are specific _____ of the stimulus that can affect interpretation.
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.
71.
_____ is(are) a stimulus characteristic that refers to the physical arrangement of the stimulus
objects and can affect consumer interpretation and categorization.
72.
_____ refers to the fact that stimuli positioned close together are perceived as belonging to the
same category.
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 _____.
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?
75.
_____ involves presenting an incomplete stimulus with the goal of getting consumers to
complete it and thus become more engaged and involved.
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.
77.
The physiological ability of an individual to distinguish between similar stimuli is called _____.
78.
The minimum amount that one stimulus can differ from another with the difference still being
noticed is referred to as the _____.
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 _____.
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 _____.
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) _____.
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 _____.
83.
Which characteristic of a logo has been found to lead to higher levels of logo liking?
True / 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.
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.
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.
Charmin’s rounded sounds take advantage of brand morphemes.
100.
Dual-branding is an alliance in which two brands are put together on a single product.
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.
What is meant by the term “inference,” and how do consumers use inferences?