MKTG 367 Chapter 8 Test Questions with Correct Answers Latest Update 2025-2026
If it is literally false that Gardenburger's competitor is not "mushroom in origin" then what
category of misleading advertising does this fall into?
A) direct false claim
B) claim-belief discrepancy
C) inferential discrepancy
D) interpretation discrepancy
E) none of the above - Answers direct false claim
Perception is a process that begins with consumer exposure and attention to marketing stimuli
and ends with consumer _____.
A) interpretation
B) attitudes
C) action
D) acceptance
E) behavior - Answers interpretation
_____ is a series of activities by which stimuli are perceived, transformed into information, and
stored.
A) Perception
B) Interpretation
C) Information processing
D) Perceptual exposure
E) Selective exposure - Answers information processing
Which of the following is NOT a step in the information-processing model?
A) exposure
B) comparison
C) attention
D) interpretation
,E) memory - Answers comparison
Which of the following stages of the information-processing model constitute perception?
A) exposure
B) exposure and attention
C) exposure, attention, and interpretation
D) exposure, attention, interpretation, and memory
E) exposure, attention, interpretation, memory, and action - Answers exposure, attention, and
interpretation
The fact that all aspects of the perception process are extremely selective is referred to as _____.
A) perceptual selectivity
B) sensory screening
C) ego defenses
D) perceptual defenses
E) none of the above - Answers perceptual defenses
_____ occurs when a stimulus is placed within a person's relevant environment and comes
within range of their sensory receptor nerves.
A) Perception
B) Attention
C) Interpretation
D) Perceptual offense
E) Exposure - Answers exposure
Carl is doing his homework and has the television on in the background. While it is on, several
commercials aired. What stage of the information-processing model does this represent?
A) exposure
B) attention
C) interpretation
D) memory
, E) action - Answers exposure
_____ occurs when one fast-forwards through a commercial on a prerecorded program, and
_____ involves switching channels when a commercial appears.
A) Zapping; muting
B) Zapping; zipping
C) Zipping; muting
D) Zipping; zapping
E) Muting; avoiding - Answers zipping;zapping
John is watching a football game on TV when a commercial comes on. He doesn't want to see
it, so he grabs the remote control and changes the channel. What is John doing to avoid the
advertising message?
A) zipping
B) zapping
C) muting
D) avoiding
E) grazing - Answers zapping
Carla watches television shows whenever she has time because she uses a digital video
recorder to record the shows. When she watches them, she fast-forwards through the
commercials, which is known as _____.
A) zipping
B) zapping
C) muting
D) exposure
E) voluntary exposure - Answers zipping
_____ is turning the sound off during commercial breaks.
A) Zipping
B) Zapping
If it is literally false that Gardenburger's competitor is not "mushroom in origin" then what
category of misleading advertising does this fall into?
A) direct false claim
B) claim-belief discrepancy
C) inferential discrepancy
D) interpretation discrepancy
E) none of the above - Answers direct false claim
Perception is a process that begins with consumer exposure and attention to marketing stimuli
and ends with consumer _____.
A) interpretation
B) attitudes
C) action
D) acceptance
E) behavior - Answers interpretation
_____ is a series of activities by which stimuli are perceived, transformed into information, and
stored.
A) Perception
B) Interpretation
C) Information processing
D) Perceptual exposure
E) Selective exposure - Answers information processing
Which of the following is NOT a step in the information-processing model?
A) exposure
B) comparison
C) attention
D) interpretation
,E) memory - Answers comparison
Which of the following stages of the information-processing model constitute perception?
A) exposure
B) exposure and attention
C) exposure, attention, and interpretation
D) exposure, attention, interpretation, and memory
E) exposure, attention, interpretation, memory, and action - Answers exposure, attention, and
interpretation
The fact that all aspects of the perception process are extremely selective is referred to as _____.
A) perceptual selectivity
B) sensory screening
C) ego defenses
D) perceptual defenses
E) none of the above - Answers perceptual defenses
_____ occurs when a stimulus is placed within a person's relevant environment and comes
within range of their sensory receptor nerves.
A) Perception
B) Attention
C) Interpretation
D) Perceptual offense
E) Exposure - Answers exposure
Carl is doing his homework and has the television on in the background. While it is on, several
commercials aired. What stage of the information-processing model does this represent?
A) exposure
B) attention
C) interpretation
D) memory
, E) action - Answers exposure
_____ occurs when one fast-forwards through a commercial on a prerecorded program, and
_____ involves switching channels when a commercial appears.
A) Zapping; muting
B) Zapping; zipping
C) Zipping; muting
D) Zipping; zapping
E) Muting; avoiding - Answers zipping;zapping
John is watching a football game on TV when a commercial comes on. He doesn't want to see
it, so he grabs the remote control and changes the channel. What is John doing to avoid the
advertising message?
A) zipping
B) zapping
C) muting
D) avoiding
E) grazing - Answers zapping
Carla watches television shows whenever she has time because she uses a digital video
recorder to record the shows. When she watches them, she fast-forwards through the
commercials, which is known as _____.
A) zipping
B) zapping
C) muting
D) exposure
E) voluntary exposure - Answers zipping
_____ is turning the sound off during commercial breaks.
A) Zipping
B) Zapping
