Consumer Behavior Test 2 Set 2

Front 1

the process by which the consumer comes into contact with a stimulus.

the process by which consumers devote mental activity to a stimulus.

occurs when stimuli are registered by one of the five senses.

Back 1

Exposure, Attention, perception

Front 2

Degree to which stimulus is within the range of the consumer’s sensory receptors

Back 2

exposure

Front 3

Importance of exposure in marketing using advertising.

Back 3

overcoming clutter

Front 4

ultimately consumers control whether ----- occurs or not.

Back 4

exposure

Front 5

consumers record television shows and fast forward through commericials when viewing the shows

Back 5

zipping

Front 6

consumers avoid ads by switching to to other channels during commercial breaks

Back 6

zapping

Front 7

marketers try to attract consumers' attention by making the stimulus what?

Back 7

personally relevant, pleasant, surprising, and easy to process

Front 8

the two hemispheres of our brain specialize in processing different types of information.

Back 8

hemispheric lateralization

Front 9

In hemispheric lateralization, stimuli placed in the ------- visual field tend to be processed by the left hemisphere, and those in the left visual field tend to be processed by the ----- hemisphere. Stimuli on which we focus directly are processed by----- hemispheres.

Back 9

right, right, both

Front 10

In hemispheric lateralization information in the right hemisphere is best a processing ----------

Back 10

music, grasping visual and spatial information, forming inferences, and drawing conclusions

Front 11

In hemispheric lateralization the left hemisphere is best at processing units that can be -----------

Back 11

combined, performing tasks such as counting, processing unfamiliar words, and forming sentences

Front 12

putting your ad on every channel. a type of selective exposure.

Back 12

road blocking

Front 13

Active focusing on and awareness of the stimulus.

Back 13

attention

Front 14

Selective
Divided (multi-tasking)
Limited

Back 14

characteristics of attention

Front 15

Ways to capture attention using personal relevance include

Back 15

make stimuli appeal to your needs, values, or goals. Show similar sources to target audience. ex you are likely to notice individuals whom you perceive as similar to yourself. Use dramas. Use rhetorical questions.

Front 16

What are ways to capture attention by making stimuli pleasant?

Back 16

Hedonic experience

Music
Attractive visuals (clip)
Humor (humor2)

Front 17

ways to capture attention by making stimuli surprising.

Back 17

novelty - new or unique product, unexpectedness, or a puzzle

Front 18

ways to capture attention by making stimuli easy to process.

Back 18

Prominent stimuli-larger ads in phonebook
Concrete stimuli
-Easily associated with images
Contrast-color photo in newspaper

Front 19

Process by which stimuli are selected, organized, and interpreted by consumers.

Back 19

consumer perception