Lecture 5

Question 1

attention

Answer 1

Devoting cognitive resources to (thinking about) a stimulus (picking up the coin & reading)

Question 2

Characteristics of attention

Answer 2

• Selective
• Capable of being divided
  (multitasking/distractors)
• Limited

Question 3

Stimulus Factors

Answer 3

Are physical characteristics of the stimulus itself

Question 4

Individual Factors

Answer 4

Are characteristics which distinguish one individual from

another

Question 5

Situational Factors

Answer 5

Include stimuli in the environment other than the focal
stimulus and temporary characteristics of the individual
that are induced by the environment

Question 6

factors affecting attention

Answer 6

• stimulus factors
• individual factors
• situational factors

Question 7

Visual Contrast

Answer 7

Consumers pay more attention to stimuli that contrast

with their background or with other comparison stimuli.

Question 8

Psychological Contrast

Answer 8

Expectations drive perceptions of contrast. Ads that differ from expectations for a product catego

Question 9

Position

Answer 9

the placement of an object in physical space or time

Question 10

Adaptation Level

Answer 10

• the degree to which consumers continue to notice a stimulus over time
• Adaptation occurs when consumers no longer pay
  attention to a stimulus because it is so familiar
• A consumer can “habituate” and require increasingly
  stronger “doses” of a stimulus to notice it

Question 11

Intensity

Answer 11

Less intense stimuli have less sensory impact and generally habituate quickly

Question 12

Relevance

Answer 12

Stimuli that are irrelevant or unimportant habituate because they fail to attract attention

Question 13

Exposure

Answer 13

Frequently encountered stimuli habituate as the rate

of exposure increases

Question 14

Discrimination:

Answer 14

Simple stimuli (i.e., those that are easy discriminable from that which surrounds them) habituate because they do not require attention to detail

Question 15

Duration

Answer 15

Stimuli that require relatively lengthy contact (duration) in order to be processed habituate because they require a long attention span

Question 16

Perceptual Vigilance

Answer 16

Consumers are more likely to attend to stimuli that

relate to their current needs

Question 17

Perceptual Defense

Answer 17

Consumers see what they want to see and, more

importantly, don’t see what they don’t want to see

Question 18

Program involvement

Answer 18

refers to interest in the program or editorial content surrounding the ads

Question 19

Consumers have to be ______and __________ marketing stimuli for these stimuli to have
an effect

Answer 19

exposed; attend to