Chapter 3

Question 1

Exposure

Answer 1

Coming into physical contact with a stimulus

Question 2

marketing stimuli

Answer 2

Contain information about producs or brands and other offerings communicated b either the marketer or by onmarketing sources

Question 3

The best products and services fail to be successful if

Answer 3

Consumers are not aware of them and exposure is precondition to this

Question 4

zipping

Answer 4

COnsumers record TV shows with a DVR (digital video recorder) and fast-forward through the commercials when viewing the shows later. Consumers zip through up to 75 percent of the ads in recorded shows, yet the can still identify the brand or product category in marny of the ads.

Question 5

Zapping

Answer 5

Consumers avoid ads by switching to other channels during commercial break

Question 6

attention

Answer 6

Reflects how much mental activity they devote to it. A certain amount of attention is necessary for information to be perceived for it to activate peoples senses

Question 7

Attention is 3 things

Answer 7

limited, selective and can be divided

Question 8

Pre-attentive processing

Answer 8

The extent that we can process information from our peripheral vision even if we are not aware of doing so, we are engaged in pre-attentive processing

Question 9

Marketers often take steps to attract consumers attention by making the stimulus the following

Answer 9

Personally relevant

Pleasant

Surprising

Easy to process

Question 10

when are stimuli personally relevant (marketers steps to attract consumers attention)

Answer 10

when they appeal to our needs, values, emotions, or goals

Question 11

pleasent (marketers steps to attract consumers attention)

Answer 11

because people tend to approach things that are inherently ppleasant, marketers can increase consumers attention to marketing stimuli by the use of attractive models, music and humour

Question 12

surprising (marketers steps to attract consumers attention)

Answer 12

Consumers are likely to process a stimulus when it is surprising by novelty, unexpectedness and puzzles

Question 13

Easy to process (marketers steps to attract consumers attention)

Answer 13

Marketers can enhance attention by boosting consumers ability to process the stimuli

Question 14

Four characteristics that make a stimulus easy to process

Answer 14

Prominent stimuli

Concrete stimuli

Limited number of competing stimuli

Contrast with competing stimuli

Question 15

Prominent stimuli (four characteristics make a stimulus easier to process)

Answer 15

Prominent stimuli stand out relative to the environment because of their intensity. The size or length of the stimulus can affect its prominence

Question 16

Concrete stimuli (four characteristics make a stimulus easier to process)

Answer 16

Stimuli are easier to process if they are concrete rather than abstract

Concreteness is defined as the extent to which we can imagine a stimulus

Question 17

Limited number of competing stimuli (four characteristics make a stimulus easier to process)

Answer 17

A stimulus is easier to process when few things surround it to compete for your attention

Question 18

Contrast with competing stimuli (four characteristics make a stimulus easier to process)

Answer 18

Attention to a stimulus is high when its signal-to-noice ratio is high

Question 19

Habituation or wear-out

Answer 19

When a stimulus becomes familiar, it can lose its attention-getting ability

Question 20

What explains why marketerrs sometimes change packaging to attract consumers attention

Answer 20

Habituation (wear out)

Question 21

Perception

Answer 21

The process of determining the properties of stimuli using one or more of our five senses

Vision, hearing, taste, smell and touch

Question 22

The following factors can combine to impact the beauty or aesthetic qualities of a product or packaging

Answer 22

Size and shape

Lettering

Image location on package

Colour

Appearance of being new or worn

Question 23

Absolute threshold

Answer 23

The minimum level of stimulus intensity needed for a stimulus to be perceived. In other words, the absolute threshold is the amount of intensity needed for a person to detect the difference between something and nothing. Whereas the absolute threshold deals with whether or not a stimulus can be perceived

Question 24

Differential threshold (just noticeable difference (ind,))

Answer 24

Refers to the intensity difference needed between two stimuli before people can perceive that the stimuli are different

Question 25

Webers law

Answer 25

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

Question 26

Webers law formula

Answer 26

ds/S = K

S is the initial stimulus
ds is the smallest change (delta) in a stimulus capable of being detected

K is a constant of proportionality

Question 27

Subliminal perception

Answer 27

Is different from pre-attentive processing

In the case of pre-attentive processing, we process information which is outside the focus of our attention - for instance, we may pre-attentively process an ad in the visual periphery of an article that we are reading on a webpage.

Subliminal perceptions, also known as subliminal messages, are messages, either visual or auditory, that are presented just beyond the threshold of human perception. A subliminal perception may not be audible enough that the conscious mind might register it but be audible enough for the subconscious mind.

Question 28

Perceptual organization

Answer 28

The process of combining numerous simple stimuli and organizing them

Question 29

Basic four principles related to perceptual organization

Answer 29

Figure and ground

Closure

Grouping

Preference for the whole

Question 30

Figure and ground (perceptual organization)

Answer 30

Suggests that people interpret stimuli in contrast to a background

Question 31

Closure (perceptual organization)

Answer 31

Refers to the fact that individuals have a need to organize perceptions so that they form a meaningful whole

Question 32

Grouping (perceptual organization)

Answer 32

Refers to the fact that we often group stimuli to form a unified picture or impression making it easier to process them

Question 33

Preference for the whole (perceptual organization)

Answer 33

Means that consumers perceive more value in the whole of something than in two or more parts that are equivalent to the whole

Question 34

Comprehension

Answer 34

The process of extracting higher-order meaning from what we have perceived in the context of what we already know. It may be hard to identify whether the stimulus that we are exposed to is an ad or seomthing else, which represents a challenge of source identification

Question 35

source identification

Answer 35

The process of determining what the stimulus that we have detected actually is

Question 36

Marketers are concerned with four conepts when it comes to comprehending messages:

Answer 36

1) Objective and subjective comprehension of messages
2) The possibility of miscomprehension
3) The effect of motivation, ability and opportunity on comprehension
4) The effect of culture

Question 37

Objective comprehension

Answer 37

Refers to whether the meaning that consumers take from a message is consistent with what the message actually stated

Question 38

Subjective comprehension

Answer 38

Is the different of additional meaning consumers attach to the message, whether or not these meanings were intended

Question 39

Inferences

Answer 39

Are the conclusions that ocnsumers draw or interpretations that they form based on the message