Chapter 8: Part 1

Question 1

Information processing

Answer 1

series of activities by which stimuli are perceived, transformed into information, and stored

Question 2

Four major steps or stages

Answer 2

exposure, attention, interpretation, and memory

Question 3

Interpretation

Answer 3

assignment of meaning to the received sensations

Question 4

Attention

Answer 4

occurs when the stimulus is seen

Question 5

Perceptual defenses

Answer 5

individuals are not passive recipients of marketing messages

Question 6

Exposure

Answer 6

occurs when a stimulus is placed within a person’s relevant environment and comes within a range of his/her sensory receptive nerves

Question 7

Stimulus factors

Answer 7

physical characteristics of the stimulus itself, ex: ad size, color, etc.

Question 8

Slotting allowances

Answer 8

consumer-products companies pay these to secure shelf space

Question 9

Intensity

Answer 9

can increase attention, the longer a scene in an advertisement is held on-screen → more likely it is to be noticed and recalled

Question 10

Repetition

Answer 10

related to intensity, number times an individual is exposed to a given stimulus, attention generally decreases across repeated exposures

Question 11

Attention reallocation

Answer 11

important because many of a brand’s features can be communicated through an ad’s context

Question 12

Attractive visuals

Answer 12

draw consumer attention to an advertisement, ex: mountain scenes

Question 13

Picture superiority

Answer 13

demonstrates the importance of an ad’s visual components, suggests why heavy use of pictures in contemporary print advertising can be justified

Question 14

Position

Answer 14

placement of an object in physical space or time