1. Necessities have strong reference group influence. a. True b. False
2. In voluntary exposure, customers actively seek commercials and other marketing stimuli for several reasons including purchase goals, entertainment, and information. a. True b. False
3. Motivation and ability account for individual factors for “attention” in a perceptual process. a. True b. False
4. A message presented so fast, softly or masked by other messages that one is not aware of seeing or hearing it is called a subliminal stimulus. a. True b. False
5. Cognitive interpretation is the emotional or feeling response triggered by a stimulus such as an ad. a. True b. False
6. Storage and retrieval is done through a person’s “long-term memory”. a. True b. False
7. “Short-term memory” is that portion of total memory of an individual, devoted to permanent information storage. a. True b. False
8. Classical conditioning is the process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand). a. True b. False
9. People tend to recall more with an unaided recall after more than a week of getting exposed to a magazine advertisement. a. True b. False
10. Motivation is the reason for behavior. a. True b. False
11. Hidden motives are also sometimes called as “manifest motives”. a. True b. False