Exam 6: The Communication Process and Consumer Behavior

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 _____.

Georgetown's advertising agency performed a copy test to evaluate a Georgetown magazine.They learned that three out of five hospital purchasing agents who saw the ad actually purchased the product.This favorable sales response illustrates _____.

Noise may occur during the encoding of a message.

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?

A symbol relation is formed when an object becomes a symbol of something else,called the referent,and when the object and referent have no prior intrinsic relationship but are rather arbitrarily or metaphorically related.

Information in short-term memory that is not thought about or rehearsed will be lost from STM in about _____.

The message channel is the path through which the message moves from source to receiver.

The dual-coding theory holds that pictures are represented in the memory in verbal as well as visual form,whereas words are less likely to have visual representations.

The CPM perspective views consumers as rational,highly cognitive,systematic,and reasoned.

Decoding is the process of translating thought into symbolic form.

A(n)_____ uses a comparative term such as "like" or "as" to join items from different classes of experience.

Semiotics is the study of _____.

Television commercials for low-involvement products are particularly susceptible to clutter effects.

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.

In marketing communications,the message channel is a communicator in some capacity.

The sender and receiver do not both have to be active participants in the same communicative relationship in order for thought to be shared.

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

The compensatory heuristic consists of the consumer establishing cutoffs or minima on all pertinent choice criteria.

The _____ heuristic has consumers establish cutoffs,or minima,on all pertinent choice criteria.An alternative is retained for further consideration only if it meets or exceeds all minima.

Encoding _____.