Chapter 3: From exposure to comprehension

Question 1

Selective Exposure

Answer 1

Consumers can control what marketing stimuli they view

Question 2

Zipping

Answer 2

Fast-forwarding commercials on program recorded earlier

Question 3

Zapping

Answer 3

switching channels during commercial breaks

Question 4

Pre-attentive processing

Answer 4

nonconscious processing of stimuli in peripheral vision

Question 5

Prominence

Answer 5

Intensity of stimuli that causes them to stand out relative to environment

Question 6

Concreteness

Answer 6

extent to which stimulus is capable of being imagined

Question 7

Habituation

Answer 7

stimulus loses attention-getting abilities by virtue of familiarity

Question 8

PERCEPTION

Answer 8

Determining stimuli through 5 senses

Question 9

Absolute threshold

Answer 9

minimal level of stimulus intensity needed to detect a stimulus

Question 10

Different threshold/just noticeable difference

Answer 10

intensity difference between 2 stimuli to be seen as different

Question 11

Weber’s law

Answer 11

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

Question 12

Subliminal perception

Answer 12

activation of sensory receptors below perceptual threshold

Question 13

Perceptual organization

Answer 13

stimuli organized into meaningful units

Question 14

Figure and ground

Answer 14

people interpret stimuli in context of a background

Question 15

Closure

Answer 15

organizing perceptions to create meaning as a whole

Question 16

Grouping

Answer 16

group stimuli to form unified picture or impression

Question 17

Bias for the whole

Answer 17

perceive more value in whole rather than parts

Question 18

Comprehension

Answer 18

extracting higher meaning from current knowledge

Question 19

Source identification

Answer 19

identifying stimulus

Question 20

Objective comprehension

Answer 20

extent to which consumers accurately understood message

Question 21

Subjective Comprehension

Answer 21

what consumer understands from message

Question 22

Perceptual Fluency

Answer 22

ease which info is processed