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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. Individuals who experience ________ often try to alleviate their uncertainty by convincing others to make a similar purchase to reassure themselves of their product choice.
2. 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.
3. Addressable communications, often termed narrowcast messages, are significantly less response measurable than traditional broadcasted ads.
4. A(n) ________ is a personal online journal which also includes comments entered by the readers
5. A person's perceptions and experiences are key determinants in how a message is interpreted.
6. Opinion leadership tends to be ________.
7. Which of the following is an example of a formal communications source?
8. 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.
9. Time shifting and channel surfing are ways consumers can practice ________ to avoid messages.
10. People who are not specifically targeted by the sender but are exposed to the message anyway are considered ________.
11. 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.
12. Humor does not harm the comprehension of ads, and, in some cases, it aids comprehension.
13. ________ are generally classified as print and broadcast.
14. Consumers are either opinion leaders or opinion receivers, but never both.
15. ________ are persistent critics of marketers who initiate bad publicity online.
16. Manufacturers with favorable brand images prefer to give their new products a new brand name in order to minimize the potential risk to the established brand reputation.
17. Consumers sometimes regard the spokesperson who gives the product message as the source of the message.
18. Which of the following is true of sex in advertising?
19. Consumers selectively perceive advertising messages. They carefully read ads for products that they know little about and tend to ignore advertisements that have more relevance to them.
20. When the source is well respected and highly thought of by the intended audience, the message is much more likely to be believed.
21. Using rhetorical figures and symbols in ads decrease the recall and memory of these messages.
22. The transmission of a message from a sender to a receiver via a medium of transmission is known as ________.
23. 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.
24. Buzz agents may be enlisted by firms in an attempt to initiate ________.
25. Immediate feedback is the factor that makes ________ so effective.

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