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Exam 5: Attention and Comprehension

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Question 21

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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.

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Question 22

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Attention and comprehension are part of the integration processes.

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Question 23

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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 _____.

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

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

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

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

New firms introducing a new product are compelled to maximize:

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

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

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

Briefly explain the factors influencing attention?

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

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

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

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

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

A state of high affective arousal:

Shallow comprehension processes tend to produce meanings about product attributes.

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