Duke University Psy115 Midterm 2

Front 1

information processing

Back 1

a series of activities by which stimuli are perceived, transformed into information, and stored

Front 2

factors of information processing

Back 2

exposure
attention
interpretation
memory

Front 3

perception

Back 3

a component of information processing that includes exposure, attention, and interpretation

Front 4

factors of perception

Back 4

exposure
attention
interpretation

Front 5

perceptual defenses

Back 5

individuals are not passive recipients of marketing messages

Front 6

exposure

Back 6

when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves

Front 7

zipping

Back 7

fast-forwarding through a commercial on a prerecorded program

Front 8

zapping

Back 8

switching channels when a commercial appears

Front 9

muting

Back 9

turning the sound off during commercial breaks

Front 10

ad avoidance

Back 10

mechanical ways for consumers to selectively avoid exposure to advertising messages

Front 11

product placement

Back 11

provides exposure that consumers don't try to avoid, shows how and when to use the product, and enhances the product's image

Front 12

infomercials

Back 12

program-length television commercials with means to order or request additional information

Front 13

permission-based marketing

Back 13

voluntary and self-selected means of promotion

Front 14

attention

Back 14

when the stimulus activates one or more sensory receptor nerves. and the resulting sensations go to the brain for processing

Front 15

factors of attention

Back 15

stimulus
individual
situation

Front 16

stimulus factors

Back 16

physical characteristics of the stimulus

Front 17

examples of stimulus factors

Back 17

size
intensity
attractive visuals
color and movement
position
isolation
contrast and expectations
interestingness
information quality

Front 18

slotting allowance

Back 18

fee consumer-product companies pay to retailers to secure shelf space

Front 19

intrusiveness

Back 19

degree to which one is forced to see or interact with an advertisement in order to see the desired content

Front 20

attention relocation

Back 20

tendency to shift from brand component of ad to text component with repetition

Front 21

position

Back 21

placement of an object in physical space or time

Front 22

isolation

Back 22

separating a stimulus object from other objects

Front 23

format

Back 23

manner in which the message is presented

Front 24

adaptation level theory

Back 24

if a stimulus doesn't change, over time we adapt and habituate to it and begin to notice it less

Front 25

information overload

Back 25

when consumers are confronted with so much information that they cannot or will not attend to all of it

Front 26

individual factors

Back 26

characteristics that distinguish one individual from another

Front 27

examples of individual factors

Back 27

motivation
ability

Front 28

motivation

Back 28

drive state created by consumer interests and needs

Front 29

interests

Back 29

reflection of overall lifestyle as well as a result of goals and needs

Front 30

product involvement

Back 30

motivation or interest in a specific product category

Front 31

types of product involvement

Back 31

temporary
enduring

Front 32

smart banners

Back 32

banner ads that are activated based on terms used in search engines

Front 33

behavioral targeting strategies

Back 33

using previous behaviors and interests to target consumers

Front 34

ability

Back 34

capacity of individuals to attend to and process information

Front 35

brand familiarity

Back 35

ability factor related to attention

Front 36

situational factors

Back 36

stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment

Front 37

examples of situational factors

Back 37

clutter
program involvement

Front 38

clutter

Back 38

density of stimuli in the environment

Front 39

program involvement

Back 39

how interested viewers are in the program or editorial content surrounding the advertisement

Front 40

cocktail party effect

Back 40

an individual engaged in a conversation with a friend isn't consciously aware of other conversations at a crowded party until someone in another group says something relevant

Front 41

hemispheric laterlization

Back 41

activities that take place on each side of the brain

Front 42

responsibilities of the left brain

Back 42

verbal information
symbolic representation
sequential analysis
rational thought

Front 43

responsibilities of the right brain

Back 43

pictorial information
geometric information
timeless information
nonverbal information

Front 44

subliminal stimulus

Back 44

message presented so fast or softly or masked by other messages that one is not aware of perception

Front 45

interpretation

Back 45

assignment of meaning to sensations

Front 46

perceptual relativity

Back 46

need for an anchor

Front 47

semantic meaning

Back 47

conventional meaning assigned to a word

Front 48

psychological meaning

Back 48

specific meaning assigned a word by a given individual or group of individuals based on their experiences, expectations and the context in which the term is used

Front 49

cognitive interpretation

Back 49

process whereby stimuli are placed into existing categories of meaning

Front 50

affective interpretation

Back 50

emotional or feeling response triggered by a stimulus

Front 51

individual characteristics of interpretation

Back 51

traits
learning and knowledge
expectations

Front 52

traits

Back 52

inherent physiological and psychological traits that drive our needs and desires

Front 53

expectation bias

Back 53

tendency for individuals to interpret stimuli to be consistent with their expectations

Front 54

situational characteristics of interpretation

Back 54

contextual cues

Front 55

contextual cues

Back 55

the characteristics of the situation

Front 56

stimulus characteristics of interpretation

Back 56

traits
organization
changes

Front 57

stimulus organization

Back 57

physical arrangements of the stimulus objects

Front 58

proximity

Back 58

stimuli positioned close together are perceived as belonging to the same category

Front 59

ambush marketing

Back 59

any communication or activity that implies, or from which one could reasonable infer, that an organization is associated with an event, when in fact it is not

Front 60

closure

Back 60

presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved

Front 61

figure-ground

Back 61

presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background

Front 62

sensory discrimination

Back 62

psychological ability of an individual to distinguish between similar stimuli

Front 63

just noticeable difference (j.n.d.)

Back 63

minimum amount that one brand can differ from another with the difference still being noticed

Front 64

inference

Back 64

goes beyond what is directly stated or presented

Front 65

price-perceived quality

Back 65

inference that price discounts signal lower quality

Front 66

advertising intensity

Back 66

inference that heavily advertised brands are higher quality

Front 67

warranties

Back 67

inference that warranties signal higher quality

Front 68

country of origin

Back 68

inference that products are higher quality when they are produced in a country with a positive image

Front 69

brand effect

Back 69

inference that well known brands are higher quality

Front 70

claim-belief discrepancies

Back 70

communication leads consumers to believe something about the product that is not true even though it doesn't present a direct false claims