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Related Flashcards
Cards In This Set
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Perception is a process that begins with _________ ________ and _______ to __________ ________ and ends with _____ _________
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Consumer exposure and attention to stimuli Consumer interpretation
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What is information processing?
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A series of activities by which stimuli are perceived, transformed into information and stored.
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What are the four major steps in the information processing model?
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Exposure, attention, interpretation, and memory
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What are the three steps that are involved in perception?
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Exposure, attention and interpretation
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_______ occurs when a stimulus such as a banner ad comes within range of a person's sensory receptor nerves- vision
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Exposure
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_______ occurs when the stimulus is seen. The receptor nerves pass the sensations on to the brain for processing.
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Attention
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__________ is the assignment of meaning to the received sensations
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Interpretation
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________ is the short-term use of the meaning for immediate decision making or the longer-term retention of the meaning.
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Memory
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The information processing process is not a ____ ____________ it is in fact...
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Linear process. a process in which the processes occur virtually simultaneously and are clearly interactive
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What are perceptual defenses?
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This means that individuals are not passive recipients of marketing messages. Rather, consumers largely determine the messages they will encounter and notice as well as the meaning they will assign them.
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Define exposure.
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Occurs when a stimulus is placed within a person's relevant environment and comes within range of their sensory receptor nerves
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Is exposure a random process, or is it self selected?
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Most of the stimuli to which individuals are exposed are 'self-selected'. That is, people deliberately seek out exposure to certain stimuli and avoid others.
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What information do people generally seek?
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People generally seek information that will help them achieve their goals.
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______ occurs when one fast forwards through a commercial on a prerecorded program.
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Zipping
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_____ involves switching channels when a commercial appears.
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Zapping
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