Cosumer Behavior

Q5. Zipping, zapping, and muting are simply mechanical ways for consumers to selectively avoid exposure to advertising messages, often referred to as

Q6. __________ involves incorporating brands into movies, television programs, and other entertainment venues in exchange for payment or promotional or other consideration, with the goal being to add realism to the scene, give subtle exposure to the brand, and influence consumers in an unobtrusive manner. 

Q7. Barry decided he needs a new car, so he started looking at commercials on television and ads in magazines as well as visiting several websites. What type of exposure does this represent? 

Q8. __________ occurs when the stimulus activates one or more sensory receptor nerves, and the resulting sensations go to the brain for processing. 

Q9. Attention generally __________ across repeated exposures, and repetition often __________ recall.

Q10. __________ is separating a stimulus object from other objects. 

Q11. For a period of time, Energizer Batteries used mock commercials for seemingly boring, mundane products. A few seconds into the mock commercial, viewers heard the distinctive drumbeat of the Energizer Bunny before it marched across the screen. Several viewers said that when they heard the drums, they looked at and attended to the commercial because they liked the bunny. However, over time, viewers stopped paying attention to the commercial. What theory suggests that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less? 

Q12. Walker was gathering information on Ultra HD 4K and LCD TVs because he wanted to purchase one for his household. He bought several electronic product magazines, visited several electronics stores, searched the Internet, and paid attention to the ads in the newspaper to learn more about this product. However, he was confronted with so much information that he could not attend to all of it. In fact, he it got to the point that he would not attend to it and became frustrated. This is an example of 

Q13. __________ is a drive state created by consumer interests and needs. 

Q14. __________ indicates motivation or interest in a specific product category, and it can be temporary or enduring. 

Q15. __________ refers to the capacity of individuals to attend to and process information. 

Q16. Which of the following is an ability factor related to attention that may require less attention to the brand's ads by an individual due to their high existing knowledge?

Q17. Which factor affecting attention includes stimuli in the environment other than the focal stimulus (i.e., the ad or package) and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store?

Q17. The idea behind __________ is that different parts of our brain are better suited for focused versus nonfocused attention. 

Q18. A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it is called a(n) __________ stimulus. 

Q19. __________ is the assignment of meaning to sensations. 

Q20. __________ meaning is the conventional meaning assigned to a word such as found in the dictionary. 

Q21. __________ is a process whereby stimuli are placed into existing categories of meaning. 

Q22. When Joan sees an ad with a kitten or puppy, she always pays attention because seeing them makes her feel so happy. This emotional or feeling response triggered by the ads is known as 

Q23. Denise tends to experience emotions more strongly than most people, so much so that there are some ads that she cannot even watch because they make her cry. This trait is known as 

Q24. Color and the nature of the programming surrounding the brand's advertisement are examples of __________ present in the situation that can play a role in consumer interpretation independent of the actual stimulus. 

Q26. __________ involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved. 

Q27. The physiological ability of an individual to distinguish between similar stimuli is called 

Q1. Any change in the content or organization of long-term memory or behavior is known as 

Q2. __________ is the total accumulation of prior learning experiences. 

Q3. Which of the following are the two interrelated components of memory? 

Q4. Which of the following statements is false regarding short-term memory (STM)? 

Q5. Which of the following refers to the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory? 

Q6. Organizing individual items into groups of related items that can be processed as a single unit is called 

Q7. A television commercial for Senseo brand of coffee maker that can make coffee similar to what consumers purchase at coffee shops (e.g., Starbucks) encourages viewers to remember the experience of drinking their favorite coffee drinks at these types of shops. This coffee maker allows consumers to experience that sensation at home. What is this marketer trying to encourage?

Q8. Which type of memory is viewed as an unlimited, permanent storage that can store numerous types of information such as concepts, decision rules, processes, affective (emotional) states, and so forth? 

Q9. The memory of a sequence of events in which a person participated is called 

Q10. What are two important long-term memory structures? 

Q11. Brands in the schematic memory that come to mind (are recalled) for a specific problem or situation are known as the 

Q12. Maria was raised as a Catholic, but she has not been attending church regularly since she moved out of her parents' home into her own apartment. However, when she does attend mass, she remembers the sequence of events and what she must do (e.g., sit, kneel, stand, which prayer to say, etc.). Her memory of how an action sequence should occur is known as a(n) 

Q13. The likelihood and ease with which information can be recalled from long-term memory is termed 

Q14. The accessibility effect for brands is called 

Q15. Which type of memory involves the nonconscious retrieval of previously encountered stimuli? 

Q16. Which type of learning situation is one in which the consumer is motivated to process or learn the material? 

Q17. High-involvement learning often involves