MKTG 371 SDSU Exam 1 Questions and
Answers 100% Correct
What are the THREE types of affect? 1. Emotions
2. Moods
3. Evaluations
Controlling Emotions: Marshmallow Test If you wait 10 minutes, you will get 2
marshmallows. Watched how kids interacted.
Mere Exposure Effect a psychological phenomenon by which people tend to develop a
preference for things merely because they are familiar with them. Sometimes called the
familiarity principle.
The Benefits of Repetition Increased Attention -> Rehearsal (Exposure) -> Enhanced
Memory/Positive Affect
Punch Line of Affect We tend to like things we see more often, underscoring the
effectiveness of repetition
,Exposure The process by which the consumer comes into physical contact with a stimulus
- we have the possibility of noticing the information
Influencing Exposure - Positioning within a medium Ads are strategically placed:
-after certain articles
-beginning or end of commercial break
-waist to eye level products
-end-displays, p.o.p. displays
-during TV events
Selective Exposure marketers control when/where consumers encounter the brand
EX: a high end clothing brand might only advertise in Vogue
Marketing Implications -facilitate intentional exposure
-maximize accidental exposure
-maintain exposure
, Attention The extent to which processing activity is devoted to a particular stimulus
Selective Attention to a large extent we decide what we want to focus processing
resources on
Why is Attention Important? Can lead to:
-increased knowledge
-positive affect
True or False: Exposure is necessary, but not sufficient. True
True or False: Exposure is the gateway. False; Attention is the gateway. Consumers can't
pay attention to everything and our product is not as important to them as it is to us.
Perception Process by which sensations (data) are selected, organized, and interpreted;
adding meaning to raw sensations; how we view the world.
Answers 100% Correct
What are the THREE types of affect? 1. Emotions
2. Moods
3. Evaluations
Controlling Emotions: Marshmallow Test If you wait 10 minutes, you will get 2
marshmallows. Watched how kids interacted.
Mere Exposure Effect a psychological phenomenon by which people tend to develop a
preference for things merely because they are familiar with them. Sometimes called the
familiarity principle.
The Benefits of Repetition Increased Attention -> Rehearsal (Exposure) -> Enhanced
Memory/Positive Affect
Punch Line of Affect We tend to like things we see more often, underscoring the
effectiveness of repetition
,Exposure The process by which the consumer comes into physical contact with a stimulus
- we have the possibility of noticing the information
Influencing Exposure - Positioning within a medium Ads are strategically placed:
-after certain articles
-beginning or end of commercial break
-waist to eye level products
-end-displays, p.o.p. displays
-during TV events
Selective Exposure marketers control when/where consumers encounter the brand
EX: a high end clothing brand might only advertise in Vogue
Marketing Implications -facilitate intentional exposure
-maximize accidental exposure
-maintain exposure
, Attention The extent to which processing activity is devoted to a particular stimulus
Selective Attention to a large extent we decide what we want to focus processing
resources on
Why is Attention Important? Can lead to:
-increased knowledge
-positive affect
True or False: Exposure is necessary, but not sufficient. True
True or False: Exposure is the gateway. False; Attention is the gateway. Consumers can't
pay attention to everything and our product is not as important to them as it is to us.
Perception Process by which sensations (data) are selected, organized, and interpreted;
adding meaning to raw sensations; how we view the world.
