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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. Time shifting and channel surfing are ways consumers can practice ________ to avoid messages.
2. In order to assess whether respondents like a message, understand it correctly, and regard it as effective and persuasive, researchers generally use ________.
3. Generally, it is easier to obtain immediate feedback from interpersonal communications than impersonal communications.
4. When the material presented first produces a greater effect than material presented later, this is known as the ________. When the material presented last produces a greater effect than material presented earlier, this is known as the ________.
5. Which of the following is an example of an informal communications source?
6. ________ possess a wide range of information about many different types of products, retail outlets, and other dimensions of markets. They initiate discussions with other consumers, respond to requests for market information, and like to shop and share their shopping expertise with others.
7. Most persuasive messages are in the form of ________.
8. Using rhetorical figures and symbols in ads decrease the recall and memory of these messages.
9. In addition to the four basic components of sender, receiver, medium, and message, ________ is the fifth essential component of communication.
10. Feedback from mass communication is generally direct.
11. 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 ________.
12. The ________ is the initiator of communication.
13. ________ are generally classified as print and broadcast.
14. The sources of ________ are organizations that develop and transmit appropriate messages through their marketing departments, advertising or public relations agencies, and spokespersons.
15. Consumers with low involvement with the advertised product would respond best to which of the following scenarios?
16. ________ is designed to promote a favorable company image rather than to promote specific products.
17. A(n) ________ is a personal online journal which also includes comments entered by the readers
18. ________ are groups that serve as frames of reference for individuals in their consumption decisions because they are perceived as credible sources.
19. A child's immediate family is a ________ group that plays an important role in molding the child's general consumer values and behavior.
20. 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.
21. If the audience is friendly to the advertiser's products, initially favors the communicator's position, or if it is not likely to hear an opposing argument, then a ________ is most effective. If the audience is critical or unfriendly and well educated, then a ________ is likely to be more effective.
22. 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 ________.
23. 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.
24. Upper-level executives at one's place of employment whose lifestyle, clothing, and other possessions appear to be admired and worthy of imitation by a person holding a lower managerial position constitute a(n) ________ group.
25. Wholesalers, distributors and retailers are examples of ________ audiences.

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