Question 1

A(n)_____ is physical information we receive through our senses.

Accepted Answer

A)  motivator 
B)  selective perception 
C)  attitude 
D)  stimulus 
E)  habit 
A)  motivator 
B)  selective perception 
C)  attitude 
D)  stimulus 
E)  habit D

Question 2

Conditioning theory of learning applies to the simple,basic,and low involvement purchases that consumers make every day.

Accepted Answer

A) True 
 B)False  True

Question 3

Brand loyalty occurs when a consumer perceives that a brand has the right features and quality at the right price.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following statements is true about the FCB grid?

Accepted Answer

A)  It helps advertising agencies determine which type of advertising to use for a specific product. 
B)  It demonstrates how consumers can avoid cognitive dissonance through the use of more specific evaluative criteria. 
C)  It illustrates how negatively originated motives differ from positively originated motives. 
D)  It helps create integrated marketing communications that present a unified message to the targeted audience. 
E)  It helps advertising agencies determine which approach to use based on the consumer's stage on the brand loyalty continuum. 
A)  It helps advertising agencies determine which type of advertising to use for a specific product. 
B)  It demonstrates how consumers can avoid cognitive dissonance through the use of more specific evaluative criteria. 
C)  It illustrates how negatively originated motives differ from positively originated motives. 
D)  It helps create integrated marketing communications that present a unified message to the targeted audience. 
E)  It helps advertising agencies determine which approach to use based on the consumer's stage on the brand loyalty continuum.

Question 5

Alan did not notice the ad for Goodwater riding equipment in Western Horseman because he was much more interested in an article on Argentinian cowboys on the page opposite the equipment ad.In terms of the communication process,the article on Argentinian cowboys served as _____ for the Goodwater ad.

Accepted Answer

A)  noise 
B)  feedback 
C)  reinforcement 
D)  a source maze 
E)  a reception blocker 
A)  noise 
B)  feedback 
C)  reinforcement 
D)  a source maze 
E)  a reception blocker

Question 6

Thomas was planning on seeing a movie last weekend.After trying and failing to read the small print which told the times the movie would be shown,he gave up and decided to go to the zoo instead.In this case,_____ screens influenced his perception.

Accepted Answer

A)  physiological 
B)  rational 
C)  functional 
D)  psychological 
E)  self-actualizing 
A)  physiological 
B)  rational 
C)  functional 
D)  psychological 
E)  self-actualizing

Question 7

Habit is the natural extension of learning.

Accepted Answer

A) True 
 B)False

Question 8

The four quadrants of the FCB grid are high involvement or low involvement and

Accepted Answer

A)  need or want. 
B)  think or feel. 
C)  culture or society. 
D)  peripheral or route persuasion. 
E)  cognitive or conditioned thinking. 
A)  need or want. 
B)  think or feel. 
C)  culture or society. 
D)  peripheral or route persuasion. 
E)  cognitive or conditioned thinking.

Question 9

When discussing needs and wants in an advertising context,Rae needs a Kombucha Wonder Drink because she wants to quench her thirst.

Accepted Answer

A) True 
 B)False

Question 10

During Carl's first semester in college,he walks through his student union building everyday on his way to classes.At the beginning of the semester,he easily gets distracted and stops to look at all the posters and to talk to all the groups giving out information about various causes.He was often late for class.However,by the middle of the semester,he would walk through the student union without even noticing the new groups and signs.Carl has likely created _____ to shield him from all the competing messages.

Accepted Answer

A)  noise 
B)  feedback 
C)  mental files 
D)  perceptual screens 
E)  cognitive dissonance 
A)  noise 
B)  feedback 
C)  mental files 
D)  perceptual screens 
E)  cognitive dissonance

Question 11

Compare the two routes to persuasion described in the elaboration likelihood model.

Accepted Answer

The elaboration likelihood model describ

Question 12

The same cognitive dissonance process occurs with low-involvement purchases and high-involvement purchases.

Accepted Answer

A) True 
 B)False

Question 13

According to the human communication process,the person who read all of the copy in an ad for Lyrica,a prescription for people who feel tingling or burning sensations in their feet,would be a(n)

Accepted Answer

A)  encoder. 
B)  medium. 
C)  receiver. 
D)  source. 
E)  channel. 
A)  encoder. 
B)  medium. 
C)  receiver. 
D)  source. 
E)  channel.

Question 14

Describe the basic consumer decision process model.Include any processes that precede the actual decisions made by consumers.

Accepted Answer

Interpersonal influences (family,society

Question 15

Zoroastrianism was the dominant world religion during the Persian empires (559 BC to AD 651)and was thus the most powerful world religion at the time of Jesus.It is still practiced worldwide,especially in Iran and India.Within these two countries,the religion's members share a set of beliefs that set them apart from others who reside in the country.Believers in this religion would be classified as a(n)

Accepted Answer

A)  classless society. 
B)  subculture. 
C)  national reference group. 
D)  transformational group. 
E)  opinion group. 
A)  classless society. 
B)  subculture. 
C)  national reference group. 
D)  transformational group. 
E)  opinion group.

Question 16

If you receive an invitation to your 25th high school reunion,you will be much more likely to notice ads for various weight-loss programs,diet foods,and skin rejuvenators than if you are invited to an annual family picnic.This is an example of how _____ affects perception.

Accepted Answer

A)  user-set 
B)  an evoked set 
C)  self-concept 
D)  persuasion 
E)  mental files 
A)  user-set 
B)  an evoked set 
C)  self-concept 
D)  persuasion 
E)  mental files

Question 17

Consumers' evoked sets are

Accepted Answer

A)  those members of the buyer's family who must be considered when a product is selected for purchase. 
B)  the combination of products that consumers finally select for their use. 
C)  the alternative goods and services that consumers evaluate before making decisions. 
D)  the environments that affect the decision-making process. 
E)  the relevant reference group(s) for a particular purchase. 
A)  those members of the buyer's family who must be considered when a product is selected for purchase. 
B)  the combination of products that consumers finally select for their use. 
C)  the alternative goods and services that consumers evaluate before making decisions. 
D)  the environments that affect the decision-making process. 
E)  the relevant reference group(s) for a particular purchase.

Question 18

_____ is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience.

Accepted Answer

A)  Stimulation 
B)  Perception 
C)  Dissonance 
D)  Learning 
E)  Substantiated cognition 
A)  Stimulation 
B)  Perception 
C)  Dissonance 
D)  Learning 
E)  Substantiated cognition

Question 19

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.

Accepted Answer

A)  social class 
B)  economic 
C)  cultural 
D)  ethical 
E)  psychographic 
A)  social class 
B)  economic 
C)  cultural 
D)  ethical 
E)  psychographic

Question 20

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

Accepted Answer

A)  elaborate 
B)  peripheral 
C)  central 
D)  habitual 
E)  perceptual 
A)  elaborate 
B)  peripheral 
C)  central 
D)  habitual 
E)  perceptual

A(n)_____ is physical information we receive through our senses.

Conditioning theory of learning applies to the simple,basic,and low involvement purchases that consumers make every day.

Brand loyalty occurs when a consumer perceives that a brand has the right features and quality at the right price.

Which of the following statements is true about the FCB grid?

Alan did not notice the ad for Goodwater riding equipment in Western Horseman because he was much more interested in an article on Argentinian cowboys on the page opposite the equipment ad.In terms of the communication process,the article on Argentinian cowboys served as _____ for the Goodwater ad.

Thomas was planning on seeing a movie last weekend.After trying and failing to read the small print which told the times the movie would be shown,he gave up and decided to go to the zoo instead.In this case,_____ screens influenced his perception.

Habit is the natural extension of learning.

The four quadrants of the FCB grid are high involvement or low involvement and

When discussing needs and wants in an advertising context,Rae needs a Kombucha Wonder Drink because she wants to quench her thirst.

Compare the two routes to persuasion described in the elaboration likelihood model.

The same cognitive dissonance process occurs with low-involvement purchases and high-involvement purchases.

According to the human communication process,the person who read all of the copy in an ad for Lyrica,a prescription for people who feel tingling or burning sensations in their feet,would be a(n)

Describe the basic consumer decision process model.Include any processes that precede the actual decisions made by consumers.

If you receive an invitation to your 25^th high school reunion,you will be much more likely to notice ads for various weight-loss programs,diet foods,and skin rejuvenators than if you are invited to an annual family picnic.This is an example of how _____ affects perception.

Consumers' evoked sets are

_____ is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience.

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

Out-Of-Home, Direct-Mail, and Promotional Products

The Environment of Advertising

The Business of Advertising

Targeting and the Marketing Mix

Account Planning and Research

Marketing,Advertising,and Imc Planning

Creating Ads: Strategy and Process

Creative Execution: Art and Copy

Print Advertising

Broadcast,Cable,Digital,and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home,Direct-Mail,and Promotional Products

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters

Exam 5: Communication and Consumer Behavior

A(n)_____ is physical information we receive through our senses.

Conditioning theory of learning applies to the simple,basic,and low involvement purchases that consumers make every day.

Brand loyalty occurs when a consumer perceives that a brand has the right features and quality at the right price.

Which of the following statements is true about the FCB grid?

Alan did not notice the ad for Goodwater riding equipment in Western Horseman because he was much more interested in an article on Argentinian cowboys on the page opposite the equipment ad.In terms of the communication process,the article on Argentinian cowboys served as _____ for the Goodwater ad.

Thomas was planning on seeing a movie last weekend.After trying and failing to read the small print which told the times the movie would be shown,he gave up and decided to go to the zoo instead.In this case,_____ screens influenced his perception.

Habit is the natural extension of learning.

The four quadrants of the FCB grid are high involvement or low involvement and

When discussing needs and wants in an advertising context,Rae needs a Kombucha Wonder Drink because she wants to quench her thirst.

Compare the two routes to persuasion described in the elaboration likelihood model.

The same cognitive dissonance process occurs with low-involvement purchases and high-involvement purchases.

According to the human communication process,the person who read all of the copy in an ad for Lyrica,a prescription for people who feel tingling or burning sensations in their feet,would be a(n)

Describe the basic consumer decision process model.Include any processes that precede the actual decisions made by consumers.

If you receive an invitation to your 25th high school reunion,you will be much more likely to notice ads for various weight-loss programs,diet foods,and skin rejuvenators than if you are invited to an annual family picnic.This is an example of how _____ affects perception.

Consumers' evoked sets are

_____ is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience.

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

Out-Of-Home, Direct-Mail, and Promotional Products

The Environment of Advertising

The Business of Advertising

Targeting and the Marketing Mix

Account Planning and Research

Marketing,Advertising,and Imc Planning

Creating Ads: Strategy and Process

Creative Execution: Art and Copy

Print Advertising

Broadcast,Cable,Digital,and Satellite Media: Television and Radio

Digital Interactive Media

Out-Of-Home,Direct-Mail,and Promotional Products

Media Planning and Buying

IMC: Direct Marketing, Personal Selling, Packaging, and Sales Promotion

IMC: Public Relations, Sponsorship, and Corporate Advertising

Filters

If you receive an invitation to your 25^th high school reunion,you will be much more likely to notice ads for various weight-loss programs,diet foods,and skin rejuvenators than if you are invited to an annual family picnic.This is an example of how _____ affects perception.