Deck 5: Attention and Comprehension

Question 1

To influence consumers' intrinsic self-relevance,the marketer must:

A) understand consumers' comprehension processes.
B) form deep, self-relevant meanings about their products through advertising.
C) identify the product consequences and values consumers consider most important.
D) lower the prices of the products which influences consumers' intrinsic self-relevance.
E) capture consumers' attention by making stimuli more prominent.

Answer 1

C

Question 2

If consumers' comprehension focuses on more abstract meanings,which of the following statement is true?

A) Comprehension may be automatic.
B) The level of comprehension may be deep.
C) Comprehension may be less elaborate.
D) The memorability of comprehension may be low.
E) Comprehension may be more controlled.

Answer 2

B

Question 3

Accidental exposure is most likely to be associated with:

A) focal attention.
B) preconscious attention.
C) high-involvement.
D) conscious cognitive activity.
E) high selectivity.

Answer 3

B

Question 4

Accidental exposure can be maximized by all of the following EXCEPT:

A) saturation television campaigns.
B) intensive distribution strategies.
C) a strong internet presence.
D) a strong sampling program.
E) paid placements of products on television shows.

Question 5

As the consumer interpretation moves toward focal levels of attention all the following occur EXCEPT:

A) cognitive capacity becomes nonexistent.
B) attention is largely controlled by the consumer.
C) affective responses usually become more intense.
D) consumers become more aware of paying attention to stimulus.
E) comprehension begins to involve sense-making processes for constructing meaning.

Question 6

The greatest problem associated with the attempt to use novel stimuli to gain attention is:

A) the lack of environmental prominence.
B) the cost associated with it.
C) the inability to be temporarily relevant.
D) the deterioration of prominence.
E) the absence of marketing creativity.

Question 7

One of the most important functions of a firm's distribution strategy is to create:

A) the appropriate target segments for its products.
B) the appropriate level of exposure for its products.
C) the appropriate brand image for its high end products.
D) subjective interpretations of products.
E) deep comprehensions of product information.

Question 8

A state of high affective arousal:

A) tends to narrow the consumer's focus of attention.
B) has no influence on the attention process.
C) reduces the amount and intensity of attention.
D) makes attention less selective.
E) leads to cognitive capacity becoming non-existent.

Question 9

Magazine covers generally try to attract attention through:

A) intrinsic self-relevance.
B) temporary self-relevance.
C) environmental prominence.
D) environmental self-relevance.
E) preconscious attention.

Question 10

Which of the following statements is true about the level of comprehension?

A) Shallow comprehension produces meanings at a more subjective level.
B) Deeper comprehension processes tend to produce meanings about product attributes.
C) Deep comprehension of product information might create meanings about the functional consequences of product use.
D) Shallow comprehension processes generate product-related meanings that are self-relevant.
E) Shallow comprehension represent more symbolic concepts.

Question 11

All the following are true about the factors influencing comprehension EXCEPT:

A) Consumers' ability to comprehend marketing information is largely determined by their existing knowledge in memory.
B) Consumers' involvement at the time of exposure has a major influence on their motivation to comprehend marketing information.
C) Exposure environment concerns the actual content and format of the marketing information.
D) With minimal knowledge, both expert and novice customers can comprehend marketing information at deep, elaborate levels.
E) A high intrinsic self-relevance for certain products motivates consumers to process the information in a more conscious, intensive, and controlled manner.

Question 12

The consumer's attention to marketing information is influenced by the following EXCEPT:

A) their previous cognitive state.
B) their general affective state.
C) the prominence of the information in the environment.
D) their level of arousal.
E) their involvement with the product/message.

Question 13

Sales,contests,and price deals are marketing strategies which can create a(n):

A) intrinsic self-interest.
B) environmental prominence.
C) situational prominence.
D) temporary state of involvement.
E) locational self-interest.

Question 14

Preconscious attention is characterized by the following EXCEPT:

A) lack of conscious awareness.
B) little cognitive capacity.
C) familiar and frequently encountered concepts, with well-learned memory representations.
D) highly controlled process.
E) concepts of low to moderate importance or involvement.

Question 15

At which of the following level does comprehension begin to involve sense-making processes for constructing meaning?

A) Focal attention
B) Accidental exposure
C) Preconscious attention
D) Unconscious attention
E) Maximized exposure

Question 16

The actual viewer-ship of advertisements contained in television programs viewed by consumers is dramatically decreased by:

A) accidental exposure.
B) incidental exposure.
C) selective exposure.
D) intentional exposure.
E) environmental exposure.

Question 17

Which of the following is the most difficult for the marketer to influence?

A) Intrinsic self-relevance
B) Situational self-relevance
C) Temporary state of involvement
D) Environmental self-relevance
E) Accidental exposure

Question 18

New firms introducing a new product are compelled to maximize:

A) accidental exposure.
B) intentional exposure.
C) selective exposure.
D) focused exposure.
E) cognitive exposure.

Question 19

Low levels of intentional exposure are the result of the following EXCEPT:

A) low involvement.
B) low self-relevance.
C) high levels of existing product knowledge.
D) pre-purchase product experience.
E) high involvement.

Question 20

To capture consumers' attention,some radio and TV commercials are slightly louder than the surrounding program material.This is an example of:

A) intentional exposure.
B) intrinsic self-relevance.
C) accidental exposure.
D) environmental prominence.
E) environmental self-relevance.

Question 21

Consumers often use intangible,abstract product attributes as cues in making inferences about more abstract attributes,consequences,and values.

Question 22

Exposure is controlled by using a highly selective distribution strategy.

Question 23

Billboards are one way of keeping the brand name at a high level of "top-of-mind" awareness.

Question 24

A company's distribution strategy plays a key role in creating intentional exposure to products.

Question 25

Consumers have little motivation to engage in extensive search for information if they feel little involvement with the decision.

Question 26

When arousal is low,attention and comprehension suffer.

Question 27

While comprehending less familiar stimuli,comprehension is likely to be highly conscious and controlled and interpretations may be difficult and uncertain.

Question 28

Influencing customer involvement with the marketing information requires attention to intrinsic and situational self-relevance.

Question 29

Comprehension processes cannot be controlled.

Question 30

Marketers of high-involvement products want consumers to form deep,self-relevant meanings about their products.

Question 31

More elaborate comprehension requires greater cognitive capacity,effort,and control of the thought processes.

Question 32

If customer motivation to interpret the marketing information is low,the elaboration would also be low at a relatively shallow,concrete level.

Question 33

As interpretation processes move toward focal levels of attention,affective responses usually become more intense and consumers become more conscious of their affective states.

Question 34

Preconscious attention is required for novel,unusual,infrequently encountered concepts without well-learned memory representations.

Question 35

Intrinsic self-relevance generates higher levels of involvement and motivation to attend to marketing information.

Question 36

Deep comprehension produces concrete and highly specific meanings.

Question 37

Shallow comprehension processes tend to produce meanings about product attributes.

Question 38

Store characteristics can activate networks of meanings that influence consumers' comprehension of the meanings of products and brands displayed there.

Question 39

If comprehension is automatic,the level of awareness is high.

Question 40

Attention and comprehension are part of the integration processes.

Question 41

What are inferences and when are they created?

Question 42

Critique the common marketing obsession with novel,creative messages and environmental prominence.

Question 43

The interpretation processes by which consumers understand or make sense of their own behaviors and relevant aspects of their environment is known as _____.

Question 44

The motivational state that guides the selection of stimuli for focal attention and comprehension is termed as _____.

Question 45

List the ways in which consumers' comprehension processes can vary.

Question 46

Why is comprehension central to successful marketing communications? Why does the consumer rely upon cues and inferences in this effort? Briefly describe the short/long-run consequences of miscomprehension?

Question 47

As a consumer's interpretation processes shift from _____ attention toward _____ attention,greater cognitive capacity is needed.

Question 48

What is the first thing an advertisement must sell? Use the concept of selective exposure to support your analysis.

Question 49

Marketers should develop specific strategies to enhance the probability that consumers will be exposed to their information and products.The three ways to do this are facilitate intentional exposure,maintain exposure,and _____.

Question 50

_____ comprehension produces more abstract meanings that represent less tangible,more subjective,and more symbolic concepts.

Question 51

The degree of _____ during comprehension determines the amount of knowledge or the number of meanings produced and the complexity of the interconnections between those meanings.

Question 52

Briefly explain the factors influencing attention?

Question 53

Briefly explain how marketers can influence involvement by paying attention to self-relevance.

Question 54

Explain the changes that occur as the consumer's interpretation process shifts from the preconscious attention level to the focal level.

Question 55

_____ consumers have little prior experience with the product or brand.

Question 56

The final outcome of the cognitive process is _____.

Question 57

Why might exposure to information and attention be considered the most important factors in the quest to influence consumer behavior?

Question 58

List the four important aspects of the cognitive system that influence how consumers interpret information

Question 59

Comprehension processes vary in four important ways: Automatic processing,level,elaboration,and _____.

Question 60

Interpretations that produce knowledge or beliefs that go beyond the information given are called _____.