Quiz 4 Flashcards
In the figure and ground principle under perceptual organization
a. closure is important
b. the ground is subliminal
c. figure-and-ground factors are interpreted the same way
d. relates to when a stimulus is perceived
e. the figure usually refers to the more important information while the ground refers to less important information
The figure usually refers to the more important information while the ground refers to less important information
Central-route processing is best described as
a. processing of information cognitively than affectively.
b. processing of information based on the analysis of the main issues in a stimulus.
c. processing of information affectively than cognitively.
d. processing information pre-attentively.
e. processing information based on peripheral issues in a stimulus.
Processing of information based on the analysis of the main issues in a stimulus
The TORA model differs from the cognitive response model in three ways – TORA incorporates the concepts of attitude specificity, subjective norms, and
a. evaluations of the outcome of a behavior.
b. match-up effect.
c. intention to buy.
d. beliefs about the outcome of the behavior.
e. motivation to comply with others.
Intention to buy
Understanding figure and ground, grouping, and closure is imperative in terms of
a. preattentive perception.
b. how we perceive a stimulus.
c. when we pay attention to a stimulus.
d. hemispheric lateralization.
e. when we perceive a stimulus.
How we perceive a stimulus
A peak emotional experience is especially important when marketers are trying to build attitudes based on
a. Cognitive processing of stimulus
b. Preattentive processing
c. TORA
d. Peripheral route processing
e. Affective processing of stimulus
Affective processing of stimulus
In terms of the different factors that affect our making sense of a message, _________ reflects the extent to which consumers accurately understand or have learned what is stated in a message.
a. Attentive understanding
b. Objective comprehension
c. Subjective comprehension
d. Associational motivation
e. Motivational attention
Objective comprehension
In terms of importance of attitudes, the “connative function” refers to emotions. This is
a. true
b. false
False
Both Goodyear and Goodrich advertise at the Super Bowl. Unfortunately, when consumers see the word “Good” on a blimp at the Super Bowl, they automatically think about Goodyear and not Goodrich. In terms of the different factors that affect our making sense of a message, this mistake on the part of the consumer, most probably, refers to __________.
a. retrieval errors
b. encoding errors
c. affective effects
d. misspelling
e. miscomprehension.
Miscomprehension
Consumers who generate counterarguments and source derogations will have a strong attitude.
a. true.
b. false.
True
In the TORA model, subjective norms include both the motivation to comply and the
a. attitude regarding the belief.
b. source derogations.
c. peak emotional experience.
d. evaluation of the belief.
e. normative beliefs
Normative Beliefs
In terms of features of attitudes, resistance refers to
a. how easily evaluations come to one’s mind.
b. how long evaluations last.
c. how difficult/easy it is to change evaluations.
d. how strongly one believes in one’s evaluations.
e. how evaluations affect one’s behavior.
How difficult/easy it is to change evaluations
The primary marketing implication of the cognitive response model is that
a. support arguments are more important counter arguments
b. cognitive responses are usually based on high effort
c. consumers form attitudes based on what they know and their evaluation of that knowledge
d. consumers do not blindly follow and accept suggestions made by marketers
e. match-up hypothesis is extremely important
Consumers do not blindly follow and accept suggestions made by marketers
Emotional appeals limit the amount of product-related information one can process in a message. This is
a. true.
b. false.
True
If you see a cow and a milk pitcher on a label, you may think that the product contains real dairy ingredients. Subsequently you may think that having real diary ingredients makes a product healthier and more expensive. Additionally, you also assume that a healthy and expensive product probably is organic. In terms of the factors that affect our making sense of a message, this refers to subjective comprehension. This is
a. true
b. false
True
In terms of importance of attitudes, how attitudes influence our feelings is referred to as the
a. brain function
b. affective function
c. conative function
d. cognitive function
e. neural structure
Affective Function
Research has suggested that attractive sources tend to evoke favorable attitudes if they are appropriate for the offering category. This effect has been called the
a. elaboration likelihood effect.
b. match-up hypothesis.
c. drama effect.
d. attractiveness effect.
e. source effect.
Match-up Hypothesis
A Christmas holiday ad had its copy read as: ‘_ingle _ells’. In terms of how people perceive a stimulus, this most probably appeals to
a. habituation.
b. hemispheric lateralization.
c. central route processing.
d. closure
e. match-up hypothesis
Closure
The following are the characteristics of attitudes, EXCEPT:
a. uniqueness.
b. favorability.
c. resistance.
d. persistence.
e. confidence.
Uniqueness
Consumers’ attitudes are formed by different routes to persuasion: ______ and ______ routes.
a. central; peripheral.
b. main; secondary.
c. rational; emotional.
d. central; logical.
e. direct; indirect.
Central ; Peripheral
Melissa was emotionally involved in the television advertisement for Delta Airlines. It brought back all sorts of feelings from her childhood experience with her family. In terms of forming attitudes based on emotions, Melissa is experiencing what is (are) best known as _____________ to the ad.
a. primary responses
b. affective responses
c. secondary responses
d. peripheral processing
e. cognitive responses
Affective Responses
Two dimensions define attitude – thought /emotion and perception. This is
a. true.
b. false.
False
In terms of the different factors that affect our making sense of a message, ___________ reflects meanings generated from a message regardless of whether these meanings were intended by the sender or not.
a. perceptual organization.
b. grouping.
c. attentive understanding.
d. motivational perception.
e. none of the above.
None of the above
If you went to a movie last night, you can probably remember your evaluation of the same readily. In terms of the characteristics of attitudes, this refers to the
a. favorability
b. persistance
c. accessibility
d. confidence
e. none of the above
Accessibility
Low-context cultures
a. always miscomprehend communication.
b. refer to essentially poorer economies.
c. always comprehend communication accurately.
d. separate the words & meanings of communication from the context in which they appear.
e. are linguistically simple
Separate the words & meanings of communication from the context to which they appear
In terms of cognitive formation of attitudes, credibility is important for a communication source to have. On the other hand, for affective formation of attitudes, attractiveness is important for a communication source to have. This is
a. true
b. false
True
