Exam 6: The Communication Process and Consumer Behavior

Noise is the stimuli that interfere with,or interrupt the reception of,the message in its pure and original form.

According to the HEM,consumer behavior is seen as _____.

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

Encoding involves activities undertaken by receivers to interpret marketing messages.

Combining stimulus features with expectations of what should be present in the context in which a stimulus is perceived is known as _____.

Which of the following does NOT represent the use of metaphor?

Gaining exposure is a necessary but _____ condition for communication success.

While shopping to purchase a new car,Anita narrows her alternatives to three cars.She compares each attribute-by-attribute,and then finally chooses the one car that has,on balance,the best overall mix of features.Her preferred car is inferior to the other cars on a couple of attributes,but Anita allowed the car's superior performance on the other attributes to make up for its disadvantages.What type of heuristic did she use?

Semiotics is the study of meaning and the analysis of meaning-producing events.

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.

By definition,_____ simply means that consumers come in contact with the marketer's message.

Encoding involves activities undertaken by receivers to interpret-or derive meaning from-marketing messages.