Podcast
Questions and Answers
What is the term for the phenomenon when we no longer pay attention to a stimulus because it has become familiar?
What is the term for the phenomenon when we no longer pay attention to a stimulus because it has become familiar?
- Adaptation (correct)
- Perceptual vigilance
- Novelty
- Perceptual defense
According to the text, what do marketers need to do to stand out from the clutter?
According to the text, what do marketers need to do to stand out from the clutter?
- Use bright colors
- Use alphabetical order in listings
- Place their products in the center of a person's field of vision
- Create visually complex ads (correct)
What is the golden triangle?
What is the golden triangle?
- A term for the area of the brain responsible for attention
- A metaphor for the importance of novelty in advertising
- The space on the screen where search engine users view search results (correct)
- A visual design principle used by marketers
What is perceptual defense?
What is perceptual defense?
According to the text, what factors are important in stimulus selection?
According to the text, what factors are important in stimulus selection?
What is perceptual vigilance?
What is perceptual vigilance?
According to the text, what percentage of quarter-page display ads do consumers notice when scanning listings in alphabetical order?
According to the text, what percentage of quarter-page display ads do consumers notice when scanning listings in alphabetical order?
What is the effect of novelty in advertising, according to the text?
What is the effect of novelty in advertising, according to the text?
According to the text, where are products located in order to receive more attention?
According to the text, where are products located in order to receive more attention?
What is adaptation, according to the text?
What is adaptation, according to the text?
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Study Notes
- Perceptual vigilance makes us more aware of stimuli related to our current needs.
- Perceptual defense makes us see what we want to see and ignore what we don't.
- Adaptation occurs when we no longer pay attention to a stimulus because it's familiar.
- Marketers need to create messages and packages that stand out from the clutter.
- Visually complex ads are more likely to capture attention.
- Size, color, position, and novelty are important factors in stimulus selection.
- Consumers scan listings in alphabetical order and notice 93% of quarter-page display ads.
- Products located in the center of a person's field of vision are more likely to receive attention.
- The golden triangle is the space on the screen where search engine users view search results.
- Novelty in the form of interruptions intensifies our experiences and increases enjoyment of pleasant stimuli.
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