Question 1

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's __________ in order to attract them as potential residents,part of its workforce,and/or vacationers.
A)self-concept
B)self-evaluation
C)self-actualization
D)individualized perception
E)personal perception

Accepted Answer

The slogan "Virginia is for Lovers" is appealing to people's self-concept or how they perceive themselves. The slogan suggests that Virginia is a place where people can be themselves, express their love, and feel accepted. By appealing to people's self-concept, Virginia is hoping to attract them as potential residents, workers, and vacationers who feel a connection to the state's values and culture.

Question 2

Interpreting information so that it is consistent with one's attitudes and beliefs is referred to as
A)selective retention.
B)selective comprehension.
C)selective exposure.
D)selective analysis.
E)stimulus discrimination.

Accepted Answer

The answer of Interpreting information so that it is consistent...

Question 3

Which of the following statements about subliminal perception is most accurate?
A)The Federal Communications Commission (FCC)believes that subliminal perception can be effective with a large majority of consumers.
B)Subliminal messages are illegal in the United States.
C)Subliminal messages are more effective now due to the advances in computer-generated images in movies and TV programs.
D)About half of U.S.consumers think that subliminal messages can cause them to buy products and services they don't want.
E)The use of subliminal messaging is monitored by the Better Business Bureau.

Accepted Answer

According to research, around 50% of US consumers believe that subliminal messages can influence their purchasing behavior. None of the other statements are accurate. The FCC does not endorse subliminal perception, subliminal messages are not illegal in the US, advances in computer-generated images do not necessarily make subliminal messages more effective, and the Better Business Bureau does not monitor the use of subliminal messaging.

Question 4

Retailers can reduce problems associated with selective retention by
A)hiring well-known celebrities to sponsor their products.
B)adding more end-aisle and other point-of-purchase displays throughout the store.
C)providing brochures for consumers to take home.
D)adopting advertising campaigns that use bright colors and a new selection of popular background music.
E)offering extended service warranties.

Accepted Answer

Providing brochures for consumers to take home allows them to review information about the product outside of the store environment, which can help them retain the information better. This can reduce the problem of selective retention. Hiring celebrities, adding point-of-purchase displays, adopting advertising campaigns using bright colors and popular music, and offering service warranties do not specifically address selective retention.

Question 5

As a result of __________,consumers do not remember all the information they see,read,or hear,even minutes after exposure to it.
A)selective retention
B)selective comprehension
C)selective exposure
D)selective perception
E)subliminal discrimination

Accepted Answer

Selective retention refers to the process by which consumers do not remember all the information they see, read or hear, even minutes after exposure to it. This happens because consumers selectively retain information that they find relevant or interesting, and discard the rest.

Question 6

Perception refers to
A)a person's consistent behaviors or responses to recurring situations.
B)a learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.
C)the process by which an individual selects,organizes,and interprets information to create a meaningful picture of the world.
D)seeing or hearing messages without being aware of them.
E)the way people see themselves and the way they believe others see them.

Accepted Answer

Perception involves the process of selecting, organizing, and interpreting stimuli in a way that creates a meaningful and coherent picture of the world. This includes sensory input from various sources such as sight, sound, and touch which are processed by the brain to form a subjective experience of the world.

Question 7

Mary was offended by the brand name of a new product for women.She believed the name of the product was demeaning and that it reflected a negative attitude of the manufacturer towards women in general.Although this may simply be the result of __________,if other women interpreted the name choice the same way,there is a strong likelihood this product could fail.
A)selective retention
B)selective comprehension
C)selective exposure
D)selective analysis
E)stimulus discrimination

Accepted Answer

Selective comprehension refers to the tendency for people to interpret information in a way that confirms their preexisting attitudes and beliefs. Mary's interpretation of the product name is an example of this. If other women interpret the name in the same negative way, then they may also choose not to purchase the product, leading to potential failure of the product.

Question 8

The book cover photo above for The Secret Sales Pitch: An Overview of Subliminal Advertising is about subliminal messages,which reflect which kind of potential influence on the consumer decision-making process?
A)sociocultural
B)situational
C)psychological
D)acculturational
E)attitudinal

Accepted Answer

The book cover photo is about subliminal messages, which are a type of psychological influence on the consumer decision-making process.

Question 9

Selective exposure is most likely to occur during which stage of the consumer purchase decision process?
A)information search
B)purchase decision
C)alternative evaluation
D)postpurchase behavior
E)problem recognition

Accepted Answer

The answer of Selective exposure is most likely to occur...

Question 10

The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as
A)selective retention.
B)selective comprehension.
C)selective exposure.
D)selective perception.
E)stimulus discrimination.

Accepted Answer

Selective exposure is the tendency to pay attention to messages that are consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them.

Question 11

A palindrome is a word or phrase that reads the same whether read from the right or from the left (e.g. ,madam).Originally,Marshall had never recalled hearing the term.However,when he read an article about palindromes for his English class,he saw three examples of the term within a matter of days.This is most likely the result of
A)selective retention.
B)selective attention.
C)selective intuition.
D)stimulus discrimination.
E)selective perception.

Accepted Answer

Selective perception is the tendency to notice and remember information that is consistent with one's existing beliefs or experiences, which explains why Marshall started noticing palindromes after learning about them.

Question 12

A filtering of exposure,comprehension,and retention is called __________.
A)selective attention
B)selective perception
C)selective intuition
D)selective retention
E)stimulus discrimination

Accepted Answer

The answer of A filtering of exposure,comprehension,and retention is called...

Question 13

Because the average consumer operates in a complex environment,the human brain attempts to organize and interpret information with a process referred to as
A)selective retention.
B)selective attention.
C)selective exposure.
D)selective perception.
E)stimulus discrimination.

Accepted Answer

Selective perception refers to the process by which individuals select, organize, and interpret information based on their own interests, motivations, and previous experiences. It can lead to some information being more likely to be remembered or acted upon than others. The other options (selective retention, selective attention, selective exposure, and stimulus discrimination) are related concepts but not the best answer for the given definition.

Question 14

Subliminal perception refers to
A)the process of seeing or hearing messages without being aware of them.
B)a person's innate ability to read non-verbal cues such as body language and facial expressions.
C)the ability of a person to understand the allegorical meanings behind words,sentences,or paragraphs communicated in writing or speech.
D)the process of being brainwashed to the point of acting in a way that is contrary to or inconsistent with ones normal behavior.
E)the inability of a person to fully understand what is being said through a lack of background knowledge or experience.

Accepted Answer

Subliminal perception is the process of receiving messages through sensory stimuli without being fully aware of them. These messages can be visual or auditory and are often presented at a level below the individual's conscious awareness.

Question 15

Because Marla was so strongly committed to a fat-free diet,she did not bother to read a recent report by the New England Journal of Medicine suggesting that some fat in our diet is healthy.The report was in a newspaper that Marla reads daily,but the headline did not appeal to Marla as a the result of
A)selective retention.
B)selective comprehension.
C)selective exposure.
D)selective perception.
E)stimulus discrimination.

Accepted Answer

Marla did not expose herself to the information presented in the newspaper because the headline did not appeal to her beliefs about a fat-free diet. This is an example of selective exposure.

Question 16

The process by which an individual selects,organizes,and interprets information to create a meaningful picture of the world is referred to as __________.
A)motivation
B)attitude formation
C)learning
D)perception
E)a self-concept

Accepted Answer

Perception is the process by which individuals select, organize, and interpret information to create a meaningful picture of the world. Motivation refers to the driving force behind behavior, attitude formation is how attitudes are developed over time, learning is the acquisition of knowledge or skills. A self-concept refers to an individual's perception of themselves.

Question 17

The process of seeing or hearing messages without being aware of them is referred to as
A)selective retention.
B)subliminal perception.
C)selective perception.
D)selective attention.
E)indifference.

Accepted Answer

The process of seeing or hearing messages without being aware of them is known as subliminal perception. Subliminal messages are stimuli that are below the level of the conscious awareness and are often used to influence behavior or attitudes. Selective retention refers to the process of remembering only certain information that supports one's beliefs and attitudes. Selective perception is the tendency to selectively interpret what one sees or hears based on personal biases and beliefs. Selective attention refers to the ability to focus on specific stimuli while ignoring others. Indifference refers to a lack of interest or concern.

Question 18

If you read the chapters from your marketing textbook the night before this test and still could not remember several of the correct marketing terms to do well on the exam,this may be the result of
A)selective retention.
B)selective comprehension.
C)selective exposure.
D)selective perception.
E)subliminal perception.

Accepted Answer

Selective retention refers to the process where individuals are more likely to remember information that aligns with their existing beliefs and attitudes, and forget information that does not. This could explain why you couldn't remember the marketing terms despite studying them.

Question 19

In an attempt to sell more soft drinks and popcorn,a movie theater owner embedded brief messages during movie trailers before showing the feature film.The messages,which flashed on the screen for such a short time that moviegoers were not consciously aware of them,urged consumers to "Drink Coke" and to "Eat Popcorn," encouraging them to go to the snack lobby and purchase these products.Research has shown what about such messages?
A)Selective perception overrides advertising messages.
B)Selective exposure is difficult for marketers to surmount.
C)Subliminal messages have limited effects on behavior.
D)Subliminal perception enables marketers to motivate consumers to take an action.
E)Subliminal messages were deemed illegal by the Federal Trade Commission at the time these were shown in the movie theater.

Accepted Answer

Research has shown that subliminal messages have limited effects on behavior, as they are often not strong enough to influence consumer actions significantly.

Question 20

Selective retention is most likely to occur during which stage of the consumer purchase decision process?
A)information search
B)purchase decision
C)alternative evaluation
D)postpurchase behavior
E)problem recognition

Accepted Answer

The answer of Selective retention is most likely to occur...

Quiz 5: Understanding Consumer Behavior

When the state of Virginia touts the slogan "Virginia is for Lovers," it is trying to appeal to people's __________ in order to attract them as potential residents,part of its workforce,and/or vacationers.

Interpreting information so that it is consistent with one's attitudes and beliefs is referred to as

Which of the following statements about subliminal perception is most accurate?

Retailers can reduce problems associated with selective retention by

As a result of __________,consumers do not remember all the information they see,read,or hear,even minutes after exposure to it.

Perception refers to

The book cover photo above for The Secret Sales Pitch: An Overview of Subliminal Advertising is about subliminal messages,which reflect which kind of potential influence on the consumer decision-making process?

Selective exposure is most likely to occur during which stage of the consumer purchase decision process?

The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as

A filtering of exposure,comprehension,and retention is called __________.

Because the average consumer operates in a complex environment,the human brain attempts to organize and interpret information with a process referred to as

Subliminal perception refers to

The process by which an individual selects,organizes,and interprets information to create a meaningful picture of the world is referred to as __________.

The process of seeing or hearing messages without being aware of them is referred to as

If you read the chapters from your marketing textbook the night before this test and still could not remember several of the correct marketing terms to do well on the exam,this may be the result of

Selective retention is most likely to occur during which stage of the consumer purchase decision process?