Deck 6: The Communication Process and Consumer Behavior

Question 1

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

Answer 1

True

Question 2

Intense stimuli increase the probability of attracting attention.

Answer 2

True

Question 3

Exposing consumers to the marketing communicator's message does not ensure that the message will have an impact.

Answer 3

True

Question 4

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

Question 5

Decoding is the process of translating thought into symbolic form.

Question 6

Noise may occur at any stage of the communication process.

Question 7

Interference and distortion in the communication process is called noise.

Question 8

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

Question 9

An allegory is a form of extended metaphor.

Question 10

A field of experience is the sum total of a person's experiences during his or her lifetime.

Question 11

Hedonistic needs are satisfied when consumers attend to messages that make them feel good.

Question 12

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.

Question 13

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

Question 14

Budweiser's advertising with frogs and lizards represents the use of an allegory.

Question 15

Exposure occurs when an individual becomes aware of the stimulus.

Question 16

An individual's mood can influence his or her perception of stimulus objects.

Question 17

Noise may occur during the encoding of a message.

Question 18

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

Question 19

Encoding involves activities undertaken by receivers to interpret marketing messages.

Question 20

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

Question 21

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

Question 22

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

A) channel
B) source
C) message
D) receiver
E) None of these are correct.

Question 23

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

Question 24

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.

Question 25

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

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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.

Question 31

Encoding is the process of translating thought into symbolic form.

Question 32

Communication can be thought of as the process of establishing a commonness,or oneness,of thought between a message sender,such as an advertiser,and a receiver,such as consumer.

Question 33

Feedback affords the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objective(s).

Question 34

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

Question 35

The message itself is a symbolic expression of what the communicator intends to accomplish.

Question 36

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

A) encoding
B) feedback
C) noise
D) decoding
E) the message channel

Question 37

Encoding _____.

A) is interference and distortion
B) is the process of translating thought into symbolic form
C) involves activities undertaken by receivers to interpret marketing messages
D) is the path through which the message moves from source to receiver
E) None of these are correct.

Question 38

Short-term memory serves as the center for current processing activity by integrating information from the sense organs and from long-term memory.

Question 39

The fundamental concept in semiotics is the sign.

Question 40

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

Question 41

Short-term memory is also known as _____ memory.

A) relevant
B) working
C) perceptual
D) cognitive
E) referral

Question 42

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

A) perception
B) exposure
C) attention
D) comprehension
E) interpretation

Question 43

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

A) metaphor
B) simile
C) gerund
D) allegory
E) nonsequitur

Question 44

The perceptual process of interpreting stimuli is called _____.

A) perceptual overloading
B) perceptual encoding
C) perceptual decoding
D) cognitive dissonance
E) habituation

Question 45

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

A) rational
B) highly cognitive
C) systematic
D) reasoned
E) All of these are correct.

Question 46

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

A) gerund
B) nonsequitur
C) allegory
D) simile
E) metaphor

Question 47

Maria has become desensitized to the billboard that is located in front of her office because she has seen it so many times.This is known as _____.

A) habituation
B) cognitive dissonance
C) depression
D) projection
E) sourcing

Question 48

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

A) perception
B) exposure
C) attention
D) comprehension
E) interpretation

Question 49

An object is a _____ when the object and referent have no prior intrinsic relationship but are rather arbitrarily or metaphorically related.

A) sign
B) symbol
C) point
D) space
E) trademark

Question 50

A sign relation is established in marketing communications when _____.

A) a brand and a referent belong to the same cultural context
B) a brand is characterized with a logo
C) a brand is personified
D) a metaphor is used
E) a simile is used

Question 51

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

A) 30 seconds or less
B) 3 minutes or less
C) 6 minutes or less
D) 9 minutes or less
E) 12 minutes or less

Question 52

A(n)_____ is something physical and perceivable by our senses that represents,or signifies,something to somebody in some context.

A) symbol
B) sign
C) referent
D) object
E) point

Question 53

Semiotics is the study of _____.

A) meaning and the analysis of meaning producing events
B) languages
C) sound
D) needs
E) attitudes

Question 54

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

A) attribution
B) habituation
C) feature analysis
D) active synthesis
E) perceptual mapping

Question 55

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

A) simile
B) metaphor
C) allegory
D) nonsequitur
E) gerund

Question 56

Which of these is an example of a metaphor?

A) It is as fast as lightning.
B) It is as slow as molasses.
C) Wheaties is the breakfast of everyday champions.
D) Love is like a rose.
E) Hate is like a poison.

Question 57

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

A) receiver
B) source
C) message channel
D) noise
E) message

Question 58

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

A) rational
B) highly cognitive
C) emotional
D) systematic
E) reasoned

Question 59

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

A) encoding
B) decoding
C) noise
D) feedback
E) message channel

Question 60

Exposure occurs when _____.

A) consumers come in contact with the marketer's message
B) consumers become aware of the message
C) consumers are impacted by the message
D) consumers store information in long-term memory
E) None of these are correct.

Question 61

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 _____.

A) disjunctive
B) lexicographic
C) compensatory
D) conjunctive
E) affect referral

Question 62

Research shows that advertising _____,whether real or perceived,reduces advertising effectiveness.

A) spending
B) duration
C) intensity
D) clutter
E) humor

Question 63

The simplest of all decision heuristics is _____.

A) affect referral
B) compensatory
C) conjunctive
D) lexicographic
E) disjunctive

Question 64

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 _____.

A) effective decoding
B) absence of noise
C) effective channeling
D) positive feedback
E) negative feedback

Question 65

Marketing communicators can most effectively gain the consumers' attention by creating messages that truly appeal to their needs for _____.

A) product-relevant information
B) positioning-relevant information
C) demographic-relevant information
D) promotion-relevant information
E) attention

Question 66

Changes in the context or organization of information in consumers' long-term memories is known as _____.

A) perception
B) learning
C) comprehension
D) exposure
E) attention

Question 67

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?

A) Company A imprints an insignia of the British flag on its merchandise.
B) Company B advertises that it is a proud sponsor of the Olympics.
C) Company C always includes images of cowboys in its advertisements.
D) Company D claims its automobile tires are the best because its technology is the most modern in the industry.
E) Company E placing a cancer ribbon on every package.

Question 68

Which of the following is an allegorical character?

A) Mr. Goodwrench
B) The Pillsbury dough boy
C) Mr. Clean
D) Geico gecko
E) All of these are correct.

Question 69

Marketing communicators' decisions on what information to provide to consumers,require knowledge of how consumers process,interpret,and _____ that information in making choices.

A) integrate
B) decide on
C) retain
D) agree on
E) All of these are correct.

Question 70

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

A) The letters your company receives from consumers regarding their opinions about your advertising campaign.
B) Information received from respondents to a market research survey.
C) An advertiser's uncertainty about what message appeal is most appropriate for a particular target market.
D) None of these are correct.
E) All of these are correct.

Question 71

Which of the following is NOT a communications activity?

A) source
B) communication objective
C) message
D) stimuli
E) feedback

Question 72

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.

A) disjunctive
B) lexicographic
C) compensatory
D) conjunctive
E) affect referral

Question 73

The representation of sensory experiences in short-term memory is known as _____.

A) habituation
B) concretizing
C) active synthesis
D) imagery
E) feature analysis

Question 74

Georgetown,Inc.is a manufacturer of surgical gloves.Georgetown's advertising efforts appeal to medical professionals,capitalizing on the need for safeguards against infectious diseases.The copy in a recent magazine ad reads,"While you're saving their lives,we're protecting yours." The magazine which features Georgetown's advertisement is called the ______.

A) decoder
B) message channel
C) encoder
D) medium
E) communication objective

Question 75

The term comprehension is often used interchangeably with perception; both terms refer to _____.

A) interpretation
B) integration
C) association
D) adaption
E) knowledge

Question 76

The second stage of perceptual encoding is called _____.

A) feature analysis
B) active synthesis
C) comprehension
D) perception
E) heuristics

Question 77

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

A) consumer processing model
B) hedonic experiential model
C) dual-coding theory
D) attribution theory
E) None of these are correct.

Question 78

A certain manufacturer describes its product as "the Cadillac of swimming pools." In this advertising message,the relationship between the car and the pool is a type of _____.

A) sign
B) signal
C) simile
D) metaphor
E) allegory

Question 79

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

A) irrational
B) illogical
C) systematic
D) metaphorical
E) None of these are correct.

Question 80

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

A) sufficient
B) insufficient
C) nominal
D) unnecessary
E) intergral