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Multiple Choice Quiz
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1

Perception involves the information processing stages of:
A)converting feelings into thoughts.
B)exposure, attention, and interpretation.
C)relating external and internal influences.
D)converting stimuli into effect.
E)none of the above
2

A series of activities by which stimuli are perceived, transformed into information and stored is know as:
A)the adoption process.
B)classical conditioning.
C)operant conditioning.
D)information processing.
E)none of the above.
3

Zapping a television commercial is:
A)turning off the sound during a commercial.
B)presenting commercials at an accelerated speed.
C)presenting two or more 15 second commercials for the same product back-to-back.
D)fast-forwarding through it on a prerecorded program.
E)none of the above.
4

Infomercials are:
A)program length (generally around 30 minutes) commercials.
B)commercials that have been preverified as accurate.
C)commercials containing only data and objective facts.
D)commercials that have been reviewed by the National Advertising Division (NAD).
E)none of the above.
5

When the receptor nerves are activated and pass the sensations on to the brain for processing, _____ has occurred.
A)cognition.
B)attention.
C)interpretation.
D)exposure.
E)none of the above.
6

When consumers are confronted with so much information that they cannot or will not process it, _____ has occurred.
A)semantic saturation.
B)detraction processing.
C)message compression.
D)information deviation.
E)none of the above.
7

_____ holds that over time consumers adjust to and quit noticing repeated stimuli.
A)subliminal stimulation.
B)hemispheric lateralization.
C)adaptation level theory.
D)information overload.
E)none of the above.
8

Isolation refers to:
A)separating a stimulus object from other objects.
B)the placement of an object in a person's visual field.
C)an inner-directed appeal.
D)a brief message.
E)none of the above.
9

In most individuals, the left brain appears to control:
A)emotions.
B)rational thought.
C)verbal material.
D)a and b.
E)b and c.
10

Subliminal messages appear to be:
A)widely used in advertisements.
B)capable of causing people to act "against their will."
C)very effective at influencing brand choice.
D)capable of little or no effect on individuals.
E)none of the above.
11

Attention generally increases across repeated exposures, and repetition often increases recall.
A)True
B)False
12

Product involvement indicates motivation or an interest in a specific product category, and it can be temporary or enduring.
A)True
B)False
13

Clutter refers to the density of stimuli in the environment.
A)True
B)False
14

Affective interpretation is a process whereby stimuli are placed into existing categories of meaning.
A)True
B)False
15

Expectations is an individual characteristic that influences interpretation.
A)True
B)False





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