1 I wander into Sephora, a big make-up store. I want to buy some lipstick. I walk over to the large lipstick stand and glance over all the colors in all the different brands. Wow, there are so many of them! According to one theory based on eye movements, I'm in the phase of______. I then zero in on two lipsticks that I really like, from different companies. The price is similar, the colors are slightly different, and one is more shiny than the other. Which one should I pick? This is the______phase. Finally, I think I have picked one, but I want to be sure so I'm just gonna look at it closely one more time. This is the______phase. QUESTION 2 My friend and I noticed that we shopped differently when we went to buy books the other day. She glanced around quickly and grabbed a book that looked exciting based on the cover, without really reading the titles. Meanwhile, I looked carefully at a number of different books, reading the titles and not paying all that much attention to the imagery on the covers. Which two authors performed a study that looked into factors that drive these differences in consumer behavior?__________and__________, who were looking at the effect of__________and__________on__________attention. QUESTION 3 Researchers have been interested in how consumers' goals affect the way they examine ads. One pair of researchers found thatwhen consumers really want to learn specifically about a brand , they pay attention to__________, whereas when they want to learn about the ad as a whole, they pay attention to all aspects of the ad. The one part of the ad that didn't seem to vary in terms of how much attention consumers with different goals paid to it was the__________. QUESTION 4 According to a study that include over one thousand adds and over three thousand consumers, if you want people to pay attention to__________in an ad, it's a good idea to increase its size. However, people will notice__________in an ad regardless of their size. QUESTION 5 When creating messages to deter consumers from harming their health,it is important to focus on two factors: 1)__________,which can be done by using fewer words, and 2)__________, which can be done by changing out the information and the way it looks as often as possible, so that people don't get bored of it and stop paying attention. This phenomenon of getting bored with the content of an ad is called__________in the literature. QUESTION 6 If Apple came out with a wearable electronic thermometer, this would be a(n)__________brand extension, whereas if Apple came out with the world's softest bedsheets, that would be a(n)__________brand extension. When consumers read about the latter, they read the information at a(n)__________speed. You can actually use the reading__________of a new product proposition to see how__________it is for the brand