Ch. 3

Question 1

Exposure?

Answer 1

Reflects the process by which the consumer comes into contact with a stimulus.

Question 2

What are the factors that influence exposure?

Answer 2

Position of an ad, product distribution, shelf placement.

Question 3

What is zipping?

Answer 3

fast-forwarding through commercials

Question 4

What is zapping?

Answer 4

Switching channels during commercial breaks.

Question 5

Attention?

Answer 5

The process by which we devote mental activity to a stimulus. Necessary for information to be processed - activate our senses.

Question 6

What are the characteristics of attention?

Answer 6

Selective, capable of being divided, limited

Question 7

Preattentice processing?

Answer 7

The nonconscious processing of stimuli in peripheral vision.

Question 8

Hemispheric lateralization - how are the right and left brain different?

Answer 8

Right - music, pics, spatial information. Left - counting, forming sentences, words.

Question 9

You can enhance consumer attention by making the stimulus…

Answer 9

Personally relevant, pleasant, suprising.

Question 10

What are the characteristics of easy to process stimuli?

Answer 10

Prominent, concrete, contrasting.

Question 11

Perception?

Answer 11

Occurs when stimuli registered by one of our five senses: vision, hearing, taste, smell, and touch.

Question 12

Characteristics of perceiving through vision?

Answer 12

Size and shape, color, color dimensions, color and physiological moods, color and liking.

Question 13

Characteristics of perceiving through hearing?

Answer 13

Sonic identity, sound symbolism.

Question 14

Characteristics of perceiving through taste?

Answer 14

Varying perceptions of what “tastes good”, culture backgrounds, in-store marketing.

Question 15

Characteristics of perceiving through smell?

Answer 15

Smell and physiological response/moods, product trial, liking, buying.

Question 16

Characteristics of perceiving through touch?

Answer 16

Touch and physiological responses/moods, liking.

Question 17

Weber’s Law?

Answer 17

The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

Question 18

Absolute thresholds?

Answer 18

The minimal level of stimulus intensity needed to detect a stimulus.

Question 19

Perceptual organization?

Answer 19

The process by which stimuli organized into meaningful units.

Question 20

Figure and ground?

Answer 20

People interpret stimuli in the context of a background.

Question 21

Closure?

Answer 21

Individuals have a need to organize perceptions so that they form a meaningful whole.

Question 22

Grouping?

Answer 22

The tendency to group stimuli to form a unified picture or impression.