Question 1

What are inferences and when are they created?

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Question 2

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

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Question 3

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

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Question 4

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

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Question 5

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

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Question 6

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?

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Question 7

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

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Question 8

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

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Question 9

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 _____.

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Question 10

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

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Question 11

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.

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Question 12

Briefly explain the factors influencing attention?

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Question 13

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

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Question 14

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

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Question 15

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

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Question 16

The final outcome of the cognitive process is _____.

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Question 17

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

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Question 18

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

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Question 19

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

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Question 20

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

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Quiz 5: Attention and Comprehension