SPMT 370 WALTMYER UNIT 1 FINAL PAPER 2026 FULL QUESTIONS AND CORRECT ANSWERS

SPMT 370 WALTMYER UNIT 1 FINAL PAPER
2026 FULL QUESTIONS AND CORRECT
ANSWERS

◉ divided attention.
Answer: multiple stimuli out there and the consumers choose to
pick one and come back to the message at another time


◉ full attention.
Answer: full undivided attention to an advertisment and
reading/understanding the message


◉ Characteristics of Stimuli that attract attention.
Answer: Personal Relevance
-intentional using ads to have the consumers relate to their message
-unintentional if personal circumstances have the consumer relate
to the ads due to personal need (chic fil a commercial if you are
hungry
Pleasantness
-likeability in the message
element of surprise
-element of mystery

, easy to process
-size, color, and motion use of objects/stimuli (MOST IMPORTANT)


◉ Intentional Learning.
Answer: actively paying attention to stimuli in order to comprehend
the information being presented


◉ unintentional learning.
Answer: focus on reacting, not cognitive learning


◉ classical conditioning.
Answer: learning by associating one stimulus with another which
leads to a natural reaction (EX. jim tricking dwight with altoids)


◉ instrumental conditioning.
Answer: learning by reinforcement (punishment or reward)


◉ discriminative stimuli.
Answer: stimuli that occur soley in the presence of a reinforcement
(Gamification and loyalty rewards programs)


◉ shaping.