Question 1

The FCB grid is used to determine how personal and non-personal factors will influence consumer behavior.

Accepted Answer

The FCB grid categorizes consumer into products into four quadrants based on involvement and feel/think and is used to determine which type of advertising would be most appropriate.

Question 2

What is the difference between the central route and the peripheral route to persuasion?

Accepted Answer

The answer of What is the difference between the central...

Question 3

List the elements of the human communication process model described in the text and briefly describe each.

Accepted Answer

The answer of List the elements of the human communication...

Question 4

What are transformational motives? List three examples of transformational motives.

Accepted Answer

The answer of What are transformational motives? List three examples...

Question 5

Cognitive dissonance is just as likely to occur for a low-involvement product as for a high-involvement product.

Accepted Answer

A key feature of the post-purchase evaluation is cognitive dissonance.The theory of cognitive dissonance holds that people strive to justify their behavior by reducing the dissonance,or inconsistency,between their cognitions (their perceptions or beliefs)and reality.In fact;research shows that,to combat dissonance,consumers are more likely to read ads for brands they've already purchased than for new products or competing brands.There is little likelihood of cognitive dissonance with low-involvement products.

Question 6

What are the three personal processes in the consumer decision process?

Accepted Answer

The answer of What are the three personal processes in...

Question 7

Describe the model of the consumer perception process displayed in the text.

Accepted Answer

The answer of Describe the model of the consumer perception...

Question 8

Why is it when you're watching a sporting event on television,you will often see the same commercial repeated multiple times?

Accepted Answer

The answer of Why is it when you're watching a...

Question 9

What is the difference between a habit and an attitude?

Accepted Answer

The answer of What is the difference between a habit...

Question 10

When looking for a babysitter,the mother may consider the teenager next door and a former daycare employee.These two make up her evoked set.

Accepted Answer

Evoked set: The particular group of alternative goods or services a consumer considers when making a buying decision.

Question 11

What is culture? How does it differ from a subculture?

Accepted Answer

The answer of What is culture? How does it differ...

Question 12

The Kim-Lord Grid portrays the degree and the kind of involvement a consumer brings to the purchase decision.

Accepted Answer

Kim-Lord grid: A variation of the FCB grid,which allows for the fact that the level of consumer involvement in a product does not have to high "think" and low "feel" (or vice versa)but can be high (or low)in both categories.

Question 13

What are physiological screens and how do they affect the advertising process?

Accepted Answer

The answer of What are physiological screens and how do...

Question 14

Distinguish between the FCB grid and the Kim-Lord grid.

Accepted Answer

The answer of Distinguish between the FCB grid and the...

Question 15

Subcultures tend to transfer their beliefs and values from generation to generation.

Accepted Answer

Subcultures tend to transfer their beliefs and values from generation to generation.

Question 16

Why is it important for marketers to realize that consumers have limited memories?

Accepted Answer

The answer of Why is it important for marketers to...

Question 17

Distinguish between the cognitive theory of learning and the conditioning theory of learning.

Accepted Answer

The answer of Distinguish between the cognitive theory of learning...

Question 18

Describe the basic consumer decision process model displayed in the text including any processes that precede the actual decisions made by consumers.

Accepted Answer

The answer of Describe the basic consumer decision process model...

Question 19

Define consumer behavior.

Accepted Answer

The answer of Define consumer behavior....

Question 20

In the elaboration likelihood model,there are two ways promotion communication can persuade consumers.What are those two ways?

Accepted Answer

The answer of In the elaboration likelihood model,there are two...

Quiz 5: Communication and Consumer Behavior

The FCB grid is used to determine how personal and non-personal factors will influence consumer behavior.

What is the difference between the central route and the peripheral route to persuasion?

List the elements of the human communication process model described in the text and briefly describe each.

What are transformational motives? List three examples of transformational motives.

Cognitive dissonance is just as likely to occur for a low-involvement product as for a high-involvement product.

What are the three personal processes in the consumer decision process?

Describe the model of the consumer perception process displayed in the text.

Why is it when you're watching a sporting event on television,you will often see the same commercial repeated multiple times?

What is the difference between a habit and an attitude?

When looking for a babysitter,the mother may consider the teenager next door and a former daycare employee.These two make up her evoked set.

What is culture? How does it differ from a subculture?

The Kim-Lord Grid portrays the degree and the kind of involvement a consumer brings to the purchase decision.

What are physiological screens and how do they affect the advertising process?

Distinguish between the FCB grid and the Kim-Lord grid.

Subcultures tend to transfer their beliefs and values from generation to generation.

Why is it important for marketers to realize that consumers have limited memories?

Distinguish between the cognitive theory of learning and the conditioning theory of learning.

Describe the basic consumer decision process model displayed in the text including any processes that precede the actual decisions made by consumers.

Define consumer behavior.

In the elaboration likelihood model,there are two ways promotion communication can persuade consumers.What are those two ways?