Chapter 3

Question 1

Exposure

Answer 1

: the process by which the consumer comes in physical contact with a stimulus

Question 2

Marketing Stimuli

Answer 2

: information about commercial offerings communicated either by the marketer (such as ads, FB messages, Vine vis, salespeople, etc) or by nonmarketing sources (such as word-of-mouth, news, reviews)

Question 3

Zipping

Answer 3

: fast-forwarding through commercials on a program recorded earlier

Question 4

Zapping

Answer 4

: use of a remote control to switch channels during commercial breaks (20% of consumers zap at any given time, more than 2/3 of HHs with cable TV zap regularly, men zap more than women)

Question 5

Attention

Answer 5

: the amount of mental activity a consumer devotes to a stimulus (enables consumers to learn more from marketing messaging)

Question 6

three characteristics of attention

Answer 6

attention is 1) limited, 2) selective, and 3) can be divided

Question 7

Preattentive processing

Answer 7

: the non-conscious processing of stimuli, such as in peripheral vision (ie. main focus is on one thing but we also register something about the objects in our peripheral)

Question 8

marketers can take steps to attract consumer’s attention by making the stimulus

Answer 8

1) personally relevant, 2) pleasant, 3) surprising, and/or 4) easy to process

Question 9

Prominence

Answer 9

: the intensity of stimuli that cause them to stand out relative to the environment (ex/ size or length, including movement)

Question 10

Concreteness

Answer 10

: the extent to which a stimulus is capable of being imagined (vs abstract; can improve mental simulation, for ex/, by placing mug with handle on right side)

Question 11

Habituation

Answer 11

: the process by which a stimulus loses its attention-getting abilities by virtue of its familiarity (aka “wear out”) (marketers slightly tweak messaging and packaging occasionally to combat this)

Question 12

Perception

Answer 12

: the process of determining the properties of stimuli using vision, hearing, taste, smell, and touch (what happens after we’ve been exposed to a stimulus) (can be smells, softness, etc or feelings like “luxurious”)

Question 13

Absolute threshold

Answer 13

: the minimal level of stimulus intensity needed to detect a stimulus (the difference between something and nothing)

Question 14

Differential threshold

Answer 14

: the intensity difference needed between two stimuli before they are perceived to be different (JND or “just noticeable difference)

Question 15

Weber’s law

Answer 15

: the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different (Ernst Weber, psychologist)

Question 16

Subliminal perception

Answer 16

: the activation of sensory receptors by stimuli presented below the perceptual threshold. Subliminal advertising is banned in US, UK, Australia, and NL, among other countries!!!

Question 17

Perceptual organization

Answer 17

: the process by which stimuli are organized into meaningful units (the four basic principles related to it are 1) figure and ground, 2) closure, 3) grouping, and 4) preference for the whole)

Question 18

Figure and ground

Answer 18

: the principle that people interpret stimuli in the context of a background

Question 19

Closure

Answer 19

: the principle that individuals have a need to organize perceptions so that they form a meaningful whole (ie. presenting an incomplete stimulus, ex/ running a TV ad on the radio and the consumers may picture the TV ad upon hearing the radio version

Question 20

Grouping

Answer 20

: the tendency to group stimuli to form a unified picture or impression (ie. view similar or nearby objects as being together) (ex/ table setting may be perceived as more elegant if paired w/ napkins and dishes and cleverly grouped)

Question 21

Preference for the Whole

Answer 21

: the tendency to perceive more value in a whole than in the combined parts that make up a whole, even if the parts have the same objective value as the whole (ex/ consumers more likely to spend $20 if it’s in broken bills rather than a $20 bill)

Question 22

Comprehension

Answer 22

: the process of extracting higher-order meaning from what we have perceived in the context of what we already know

Question 23

Source identification

Answer 23

: the process of determining what the perceived stimulus actually is, that is, what category it belongs to (ie. is this an ad or editorial info? May be challenging to tell due to product placement in media)

Question 24

marketers are concerned w/ the following levels of comprehension:

Answer 24

• Objective and subjective comprehension of messages
• The possibility of miscomprehension
• The effect of motivation, ability, and opportunity on comprehension
• The effect of culture

Question 24

Objective comprehension

Answer 24

: the extent to which consumers accurately understand the message a sender intended to communicate

Question 25

Subjective comprehension

Answer 25

: what the consumer understands from the message regardless of whether this understanding is accurate

Question 26

Miscomprehension

Answer 26

: occurs when a consumer inaccurately construes the meaning contained in a message (ie. when the subjective comprehension is incorrect)

Question 27

Perceptual fluency

Answer 27

: the ease with which information is processed (ie. can be improved when consumers have more positive attitudes toward the brand, which can be improved by more exposure to brand messages)

Question 28

Inferences

Answer 28

: conclusions that consumers draw or interpretations that they form based on the message (ie. whether attribute 1 is congruent or incongruent with attribute 2. * Ex/ Pillsbury Doughboy was slimmed down so that consumers don’t associate him with their products making them fat