The experiences,perceptions,attitudes,and values a consumer brings to a communication situation is referred to as his or her:
A) field of experience.
B) common ground.
C) source characteristics.
D) selective perceptions.

Question

Quizplus · Accepted Answer

The term "field of experience" refers to the sum of a consumer's experiences, perceptions, attitudes, and values that shape how they interpret and respond to communication. This concept is often used in marketing to ensure that advertisers take into account the various backgrounds and contexts that their target audience may come from. The other choices, common ground, source characteristics, and selective perceptions, do not encompass the entire range of a consumer's perceptions and experiences.

The Experiences,perceptions,attitudes,and Values a Consumer Brings to a Communication Situation