Exam 6: The Communications Process and Consumer Behavior

With the affect referral strategy,the individual simply calls from memory his or her attitude toward relevant alternatives and picks that alternative for which the affect is most positive.

Which of these is an example of a metaphor? 

Semiotics is the study of meaning and the analysis of meaning-producing events.

The simplest of all decision heuristics is _____.

Which of the following is a stage in perceptual encoding? 

Discuss the implications associated with consumer miscomprehension.

Feedback affords the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objective(s).

Communication can be thought of as the process of establishing a commonness,or oneness,of thought between a message sender,such as an advertiser,and a receiver,such as consumer.

Exposure occurs when _____.

A field of experience is the sum total of a person's experiences during his or her lifetime.

Anita,who is in the process of shopping for a new car,is fascinated with a television commercial that relates the Porsche 911 to a thoroughbred horse,comparing the quality of design and aerodynamics of the car to the fine breeding and training of a champion race horse.This commercial is an example of _____.

When activities are undertaken by receivers to interpret marketing messages,this is known as _____.

An allegory is a form of extended simile.

While shopping to purchase a new car,Anita narrows her alternatives to three cars.She compares each attribute-by-attribute,and then finally chooses the one car that has,on balance,the best overall mix of features.Her preferred car is inferior to the other cars on a couple of attributes,but Anita allowed the car's superior performance on the other attributes to make up for its disadvantages.What type of heuristic did she use? 

Encoding involves activities undertaken by receivers to interpret marketing messages.

Encoding is the process of translating thought into symbolic form.

The two main stages of perceptual encoding are feature analysis and delayed synthesis.

Give three examples of how noise can enter the communication process.Discuss the effects each of these would have on the advertiser's message.

The heuristic in which the individual calls from memory his or her attitude toward relevant alternatives and picks the alternative for which the affect is most positive is known as _____.

The _____ heuristic has consumers establish minimum cutoffs on all pertinent choice criteria.