Exam 5: Communication and Consumer Behavior

The acquired mental position we hold regarding some idea or object is called a(n):

_____ refers to the underlying forces that contribute to an individual's purchasing actions.

List the elements of the human communication process model and briefly describe each.

In the elaboration likelihood model, there are two ways promotion communication can persuade consumers. What are those two ways?

Most mass media advertising probably receives _____ processing because very few people are actually in the market at any given time.

When Jana uses a $10-off coupon to purchase an exercise mat, she is providing feedback.

People who enjoy a thick Porterhouse steak often appreciate the taste and consider the meal a well-deserved reward at the end of a hard day. These reasons for enjoying steak are all examples of _____ motives.

Perceptual screens refer to the images we carry in our minds of the type of person we are and who we desire to be.

What are the two broad categories of learning theories used by most advertisers?

The number of Hispanics in the United States is growing rapidly. In Mexico, a prescription is not needed to get medication, so the idea of bringing prescriptions to the pharmacist in order to get the needed medicine is foreign to Mexican immigrants. Developing a method of explaining prescriptions to recent immigrants is a response to _____ differences.

The most common energizers of consumer behavior are the negatively originated motives.

What are the dimensions used on the Foote, Cone & Belding grid to determine which type of advertising would be most appropriate?

What are transformational motives? List three examples of transformational motives.

Distinguish between the FCB grid and the Kim-Lord grid.

What are the three positively originated (transformational) motives?

Maura wants cereal for breakfast, but she is out of milk. Negative motivation triggers Maura to go to the convenience store to purchase milk.

Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement?

Informational motives are the negatively originated motives, such as problem removal or problem avoidance.

Define consumer behavior.

Katherine has been baking for years, and she uses King Arthur flour because that's the brand her mother uses and recommends. Which of the following best explains why Katherine buys King Arthur flour instead of another brand?