Week 4

Question 1

The perception process

Answer 1

Objective:
Sight, smell, sound, taste, texture

Subjective:
Exposure,
Attention,
Reception

Question 2

Two forms of attention

Answer 2

Preconscious - automatic, effortless, uncontrollable

Focal - conscious, requires cognitive effort

Question 3

Bottom-up attention

Answer 3

Promote preconscious (involuntary) attention

Question 4

Bow to increase preconscious attention

Answer 4

Increase salience and vividness of message

Question 5

Primacy and recency effects

Answer 5

Primacy - first ad after the show works really well for attention

Recency - last ad before the show starts works really well for attention

Question 6

Gestalt Law of proximity

Answer 6

Objects that are close to each other appear to form groups

Question 7

Gestalt law of similarity

Answer 7

Objects that appear to be similar will be grouped together in viewers mind

Question 8

Gestalt Law of continuance

Answer 8

Viewers tend to continue shapes beyond their ending points

Question 9

Gestalt Law of closure

Answer 9

Objects that are incomplete force the viewer to fill in the gaps

Question 10

Fluency theory

Answer 10

When things are easy to process, consumers automatically like it more

Question 11

High vs low fluency characteristics for ads

Answer 11

High fluency (more likeable): longer exposure, bigger picture, not too much info

Low fluency: a lot of information, very short exposure, small images