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Consumer Behavior 101 Practice Test: Communication and Consumer Behavior
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Communication strategies can affect consumers by: Raising awareness of products, Making consumers aware of the benefits of products, Differentiating products from competitors, and Creating a preference for products.  Integrated marketing communication is important for understanding consumer buying behavior. It involves designing a communication structure that: Penetrates the market, Reaches the desired audience, Positions the firm as the best, Designs products that respond to market needs, and Designs products that are considered desirable.  Marketers must use appropriate symbols to convey... Show more
Consumer Behavior 101 Practice Test: Communication and Consumer Behavior
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25 Questions

1. Feedback from mass communication is generally direct.
2. Only through ________ can the sender of a message determine whether and how well the message was received.
3. Consumers with low involvement with the advertised product would respond best to which of the following scenarios?
4. Bill is an avid coin collector and belongs to a coin collectors' club, receiving a monthly magazine and invitations to exclusive events. This coin collectors' club is an example of a(n) ________ group.
5. Newspapers, magazines, and billboards are examples of print mass media.
6. A child's immediate family is a ________ group that plays an important role in molding the child's general consumer values and behavior.
7. The key characteristic of the influence associated with opinion leadership is that ________.
8. A(n) ________ group is one in which an individual is not likely to receive membership, despite acting like a member by adopting the group's values, attitudes, and behavior.
9. Most persuasive messages are in the form of ________.
10. Addressable communications, often termed narrowcast messages, are significantly less response measurable than traditional broadcasted ads.
11. Opinion leadership tends to be ________.
12. A group to which a person either belongs or would qualify to belong to is called a(n) ________ group.
13. Radio is an example of an interpersonal medium.
14. The most effective way to ensure that a promotional message stands out and is received and decoded appropriately by the target audience is through effective positioning and a unique selling proposition.
15. Consumers sometimes regard the spokesperson who gives the product message as the source of the message.
16. Consumers who score more highly on susceptibility to normative influence tend to be more influenced by ads that include testimonials.
17. The ________ affects the ________ of the message.
18. The theory of ________ suggests that the memory of a negative cue, such as a low-credibility source, simply decays faster than the memory of the message itself, leaving behind the primary message content.
19. The recall of a commercial and its central theme is evidence of its attention-getting and persuasive power.
20. Photographs, illustrations and symbols are examples of ________ messages.
21. The best and most effective way to ensure that a promotional message stands out and is received and decoded appropriately by the target audience is through ________.
22. ________ are persistent critics of marketers who initiate bad publicity online.
23. ________ are groups that serve as frames of reference for individuals in their consumption decisions because they are perceived as credible sources.
24. Of the various reference groups, consumers are most likely to gain membership to symbolic groups.
25. Firms with established reputations generally have an easier time selling their products than do firms with lesser reputations. The ability of a quality image to invoke credibility is one of the reasons for the growth of ________.

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