Exam 6: The Communications Process and Consumer Behavior

The phrase "love is like a rose" is an example of a(n)_____.

Which of the following occurs BEFORE the consumer processing model's stage 4, agreeing with comprehended information? 

Mr.Goodwrench is an example of a(n)_____.

Exposure occurs when an individual becomes aware of the stimulus.

Enrico is on his way to the mall to purchase a pair of running shoes.Assume he has established three minimal standards that a suitable pair of running shoes would have to satisfy (good arch support,well-know brand name,priced below $100).If he eliminates all brands that do not satisfy these three minima,his choice from among the remaining brands that do satisfy the criteria would adhere to which heuristic? 

Encoding _____.

Attention has the same basic meaning for psychologists and advertisers.

Short-term memory serves as the center for current processing activity by integrating information from the sense organs and from long-term memory.

The HEM perspective views consumers as pursuing objectives which allow them to get the most for their money.

A billboard advertising a movie is an example of a message channel.

Which of the following is an example of "noise"? 

Semiotics is the study of _____.

Wilson told Jade the preferred meal for each guest attending the dinner party.Of course Jade didn't pay attention.How long will Jade keep the information in her short-term memory without thinking about it or rehearsing it? 

The process of translating thought into a symbolic form is known as _____.

Let's say that you are watching a TV advertisement.During the ad,a spokesperson talks about the attributes of the product.At the same time you are shown a picture of the product in use,the warranty information is flashed across the screen.Your ability to process the warranty detail is limited because _____ cannot handle the information overload.

Discuss how two magazine advertisements for the same product would be different if one is based on the CPM perspective of consumer information processing and the other is based on the HEM perspective.

Wheaties' claim that it is the "cereal of everyday champions" exemplifies the use of a simile.

Assume a consumer who has just eaten is driving down the road when an advertisement for the Yellow Submarine sandwich shop catches her attention.Although she is not hungry or in the mood to think about food,the radio ad has attracted her attention with a loud foghorn sound effect.This consumer's attention to the ad for the Yellow Submarine sandwich shop is best described as _____.

The fundamental concept in semiotics is the sign.

Noise may occur at any stage of the communication process.