“� � Question 1 Attention that is beyond the conscious control of the consumer and that occurs as the result of exposure to surprising or novel stimuli is known as _____. “� � Question 2 Which of the following refers to the removal of bad stimuli as a way of encouraging behavior? “� � Question 3 _____ refers to a change in behavior resulting from the interaction between a person and a stimulus. “� � Question 4 The first step in the perceptual process is called _____ and refers to process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses. “� � Question 5 Which term describes a consumer’s immediate response after exposure to a stimulus? “� � Question 6 In which type of unintentional learning is behavior conditioned through reinforcement? “� � Question 7 The process through which the desired behavior is altered over time, in small increments is called _____. “� � Question 8 Which of the following represent stimuli that decrease the likelihood that a behavior will occur again? “� � Question 9 Which perspective focuses on the cognitive processes associated with comprehension that leads to consumer learning? “� � Question 10 Which concept represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same? “� � Question 11 _____ occurs when a stimulus shares some, but not all, of the characteristics that would lead it to fit neatly in an existing category. “� � Question 12 Which of the following often take the form of some type of reward? “� � Question 13 Paying attention to only certain stimuli is which element of selective perception? “� � Question 14 _____ is the purposeful allocation of information processing capacity toward developing an understanding of some stimulus. “� � Question 15 Which theory of learning focuses on changes in behavior that occur through responses to stimuli without concern for the cognitive mechanics of the process? “� � Question 16 _____ refers to the extent to which a consumer likes the message source. “� � Question 17 Which message source characteristic refers to the amount of knowledge that a source is perceived to have about a subject? “� � Question 18 Which theory tells us that communications provide information in ways beyond the explicit or obvious content of a message? “� � Question 19 Which of the following is the level of stimuli to which a consumer has become accustomed? “� � Question 20 Which of the following is an environmental characteristic affecting consumer comprehension? “� � Question 21 The background in a message is referred to as _____. “� � Question 22 Which of the following refers to cognitive components that represent facts in an associative network? “� � Question 23 Which of the following is considered a repository for all information that a person has encountered? “� � Question 24 Which storage mechanism represents the storage of visual information? “� � Question 25 Thoughts that contradict a message are called _____. “� � Question 26 _____ refers to the interpretation or understanding that a consumer develops about some attended stimulus in order to assign meaning. “� � Question 27 A _____ is the mental path by which some thought becomes active. “� � Question 28 The type of coding wherein stimuli are converted to meaning that can be expressed verbally is called _____. “� � Question 29 The process of grouping stimuli by meaning so that multiple stimuli can become a single memory unit is called _____. “� � Question 30 Which source characteristic refers to how honest and unbiased the source is perceived to be?
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