Deck 2: Consumer Response to Marketing Actions: 1 Exposure, Attention, Perception

Question 1

Just Noticeable Difference has been quantified by:

A) Weber
B) Gestalt
C) Lavidge and Steiner
D) Tosdal

Answer 1

Weber

Question 2

An unusual and distinct message can elicit feelings of surprise due to:

A) Conditioned response
B) The golden section
C) Law of closure
D) Scheme discrepancy

Answer 2

Scheme discrepancy

Question 3

The use of physical space to communicate is:

A) Kinesics
B) Paralanguage
C) Proxemics
D) Semiotics

Answer 3

Proxemics

Question 4

Which of the following is a result of Gestalt psychology?

A) The whole is greater than the sum of the parts
B) The sum of the parts produce the whole
C) The parts are more than the whole
D) Was developed by Prof. Gestalt

Question 5

According to Triplett:

A) Most car manufacturers change 80% of their colour offerings every year
B) Most car manufacturers change 10% of their colour offerings every year
C) Most car manufacturers change 30% of their colour offerings every year
D) Most car manufacturers change 50% of their colour offerings every year

Question 6

Which of the following would NOT be an example of a subliminal message?

A) The run-out track of the Beatles' Sergeant Pepper (vinyl) album containing the sound of a police dog whistle
B) Stapleton's 'Mosquito'
C) A claim that the Republican party deliberately introduced a frame inside a TV ad which used the word 'Rats' for the Democratic party
D) A TV message which flashes 'buy me' at 1/10^th second

Question 7

The interaction of signs, objects and meaning is:

A) Perceptual meaning
B) Law of continuality
C) Multisensory branding
D) Semiotics

Question 8

Which colour combination have the Royal Mail's automated address readers not been able to read?

A) Green on white
B) Black on red
C) Blue on yellow
D) Black on white

Question 9

Which of the following provides the costs of advertising in different media?

A) BRAD
B) NRS
C) BARB
D) TVRs

Question 10

Which selective process is defined as 'when consumers can extract from a message certain elements which fit their own frame of reference, even if they tend to distort the intention of the message'?

A) Selective attention
B) Selective exposure
C) Selective perception
D) Selective retention

Question 11

What is meant by proxemics?

A) The use of body and movement to indicate feelings
B) The conscious and deliberate choice of words in conveying information
C) How people use physical space to convey information
D) The colours and graphics used to convey information

Question 12

What is meant by paralanguage?

A) The use of body and movement to indicate feelings
B) The conscious and deliberate choice of words in conveying information
C) How people use physical space to convey information
D) The colours and graphics used to convey information

Question 13

Why is it difficult to understand how customers perceive and evaluate service quality:

A) due to intangible nature of services
B) due to variations in customer life style segments
C) due to variations in income and status levels
D) due to low satisfaction ratings of service quality

Question 14

What is meant by voluntary exposure?

A) Opting in to take part in focus group research
B) Opting in to receive mailings and phone calls from organizations
C) Opting in to distribute questionnaires to friends
D) Sitting down and watching TV every day

Question 15

Elements of the message that are in the middle (focal vision) of our vision are processed by:

A) the cognitive part of our brain
B) the right side of our brain
C) both sides of our brain
D) the affective part of our brain

Question 16

The hierarchy or sequence of communications effects used as the main framework within the text is: 'exposure - perception - attention - perception - learning - attitude - action - post purchase.

Question 17

The AIDA framework is Lavidge and Steiner's hierarchy of effects model.

Question 18

BARB provides costs of advertising media.

Question 19

TVRs refer to the combination of reach and exposure.

Question 20

The Sloggi balloon is an example of ambient media.

Question 21

Colder colours seem to advance towards us making the object appear larger than it really is.

Question 22

Digital printing is a barrier to the development of personalised messages.

Question 23

Marketers often use our sixth senses.

Question 24

The Mosquito, developed by Stapleton, is a device based on the sound thresholds of teenagers.

Question 25

Perceptions and interpreted meaning do not change over time.

Question 26

The Newcastle Brown 'dog' poster is an example of the law of similarity.

Question 27

The law of similarity was developed by Prof. Gestalt.

Question 28

'A car greater than the sum of its parts' is an example of kinesics.

Question 29

Luscher developed a test for how we react to colours.

Question 30

The use of pheromones is an example of subliminal perception.

Question 31

The attention stage of the persuasion process is the stage where the consumer recognizes, selects, organizes and interprets the message.

Question 32

A hierarchy of effects is defined as the cumulative sequential effects of advertising or other persuasive messages in generating consumers' exposure to the message, their giving it their full attention to it, followed by perception, cognitive learning, attitude formation and change, intentionality and action.

Question 33

Senses are defined as including the modalities of hearing, vision, smell, touch and taste, but also sometimes including balance.

Question 34

Zipping is defined as channel-surfing or -hopping to find advertisements.

Question 35

Zipping is fast-forwarding through advertisements.

Question 36

Milward Brown (2007) studied brands' use of sound and suggested that marketers should use sound more to cut through the clutter.

Question 37

Fulberg (2003) suggested that our right, more emotional brain, processes sound of the ad.

Question 38

'Quote me happy' campaign by Norwich Union Direct is an illustration of showing customers experiencing the service.

Question 39

Briefly explain Freudian motivation.

Question 40

What is meant by Homeostasis?

Question 41

What is a marketing concept?

Question 42

What is a means-end chain?

Question 43

What is meant by memetics?

Question 44

What are projective techniques?

Question 45

What is a third person test?

Question 46

What is consumer satisfaction?

Question 47

Distinguish between a need and a want.

Question 48

Distinguish between psychogenic needs and biogenic drives.

Question 49

What are values? Distinguish between instrumental and terminal values.

Question 50

What is the difference between internal and external motivation?

Question 51

How perception is linked with marketing of services?

Question 52

What is meant by symbolism in perceptual interpretation?