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Exam 5: Communication and Consumer Behavior

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Question 51

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Harrison has walked past a Mercedes dealership every weekday for the last eight months.Each time he passes,he examines the red Mercedes convertible in the showroom.He is now wondering whether he should buy the convertible and sell his SUV.Which of the following terms best describes what Harrison is doing or showing by his actions?

A) Consumer loyalty
B) Brand disparity
C) Brand interest
D) Brand perception
E) Evaluative criteria

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Question 52

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According to the human communication process,the baby boomer who read all of the copy in an ad for Lyrica,a prescription for people who feel tingling or burning sensations in their feet and decided to ask his physician if the drug would cure the pain he felt in his feet would be:

A) acting as a source.
B) providing feedback.
C) creating a persona.
D) using integrated marketing communications.
E) creating a new communication channel.

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Question 53

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

_____ is the personalized way we sense,interpret and comprehend various stimuli.

______ is a relatively permanent change in thought process or behavior that occurs as a result of reinforced experience.

The mind is like a memory bank.The stored memories in our minds are called:

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

Habit is the natural extension of learning.

Once a month,Morgan buys a case of wine.She will either buy the Charles Shaw brand,the Livingston brand or the Sutter Home brand because she knows that these three brands are inexpensive and tasty.She considers only these three options when selecting her wine.For Morgan,the three brands of wine are a(n) :

The interpersonal influences affecting the mental processes and the behavior of the consumers are time,place,and environment.

_____ governs the way we discern raw data (stimuli) and translate them into feelings,thoughts,beliefs and actions.

Taking into account the Elaboration Likelihood Model,which of the following purchases would be most likely to involve the peripheral route to persuasion?

Zoroastrianism was the dominant world religion during the Persian empires (559 BC to 651 AC) and was thus the most powerful world religion at the time of Jesus.It is still practiced world-wide,especially in Iran and India.Within these two countries,the religion's members share a set of beliefs that set them apart from others who reside in the country.Believers in this religion would be classified as a(n) :

A(n) _____ is physical information we receive through our senses.

The acquired mental position we hold in regard to some idea or object is called a(n) :

Consumer concern about food contamination with pathogenic bacteria is generally nonexistent.They view food safety and food hygiene as government problem.The element of perception responsible for this interpretation is called:

Choosing a spokesperson to reach a target market is easy when advertisers use opinion leaders.

For which of the following purchasers would cognitive dissonance be the greatest?

List the interpersonal influences on consumer behavior.

Thomas was planning on seeing a movie last weekend.After trying to read the small print which told the times the movie would be shown,he gave up and decided to go to the zoo instead.In this case,_____ screens influenced his perception.