Exam 6: The Communication Process and Consumer Behavior

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

An allegory is a form of extended metaphor.

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

The concept of meaning transfer suggests that marketing communicators attempt to transfer meaning from the culturally constituted world to their brands.Which of the following is NOT a good illustration of meaning transfer?

The simplest of all decision heuristics is _____.

The second stage of perceptual encoding is called _____.

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 snippet of the music from the Beatles' song "Yellow Submarine." This consumer's attention to the ad for the Yellow Submarine sandwich shop is best described as _____.

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

The word communication is derived from the Latin word communis,which means "communion."

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.

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

When there are television commercials for the Ford Focus,television is the _____.

Noise may occur at any stage of the communication process.

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

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

The _____ is a person or group of people who has thoughts to share with some other person or group of people.

Focusing on and considering a message to which one has been exposed is known as _____.

The _____ holds that pictures are represented in memory in verbal as well as visual form,whereas words are less likely to have visual representations.

In order to better remember people's names,Ann associates each name with an animal that most closely resembles the person's physical appearance.Ann's mnemonic device makes use of _____.