Chapter 5: The Communication Process

Question 1

person or organization that has information to share with another person or group of people

Answer 1

Source

Question 2

putting thoughts, ideas, or information into symbolic form

Answer 2

Encoding

Question 3

facilitates communication between sender and receiver

Answer 3

Channel

Question 4

informal communication among consumers about products and services

Answer 4

Word-of-Mouth

Question 5

generating positive word-of-mouth discussion

Answer 5

Buzz Marketing

Question 6

propagating marketing-relevant messages with the help of individual consumers

Answer 6

Viral Marketing

Question 7

identifying and choosing initial group of consumers who will start spreading the message

Answer 7

Seeding

Question 8

person with whom sender shares thoughts or information

Answer 8

Receiver

Question 9

transforming sender’s message into thought

Answer 9

Decoding

Question 10

unplanned distortion in the communication process

Answer 10

Noise

Question 11

receiver’s set of reactions after seeing, hearing, or reading the message

Answer 11

Response

Question 12

receiver’s response that is communicated back to the sender

Answer 12

Feedback

Question 13

stages a buyer passes through in personal selling process, including attention, interest, desire, and action

Answer 13

AIDA Model

Question 14

stages a consumer passes through in adoption process for an innovation including awareness, interest, evaluation, trial, and adoption

Answer 14

Innovation Adoption Model

Question 15

Stages a consumer passes through in transition from no awareness to eventual action, including awareness, interest, evaluation, trial, and adoption

Answer 15

Hierarchy of Effects Model

Question 16

consumer goes through response process in sequence depicted by traditional communication models, including learn, feel and do

Answer 16

Standard Learning Model

Question 17

receiver passes from cognition to behavior to attitude change, including learn, feel, and do

Answer 17

Low-Involvement Hierarchy

Question 18

through social networking, consumers can access and retrieve information, connect with one another, discuss products/services, and interact with marketers

Answer 18

The Social Consumer Decision Journey

Question 19

thoughts that occur to individuals while reading, viewing, and/or hearing a communication

Answer 19

Cognitive Responses

Question 20

thoughts recipient has that are opposed to the position taken in the message

Answer 20

Counterarguments

Question 21

thoughts recipient has that affirm information or claims the source hopes to convey

Answer 21

Support Arguments

Question 22

negative thoughts about spokesperson or organization making the claims (lower message acceptance)

Answer 22

Source Derogations

Question 23

positive thoughts about spokesperson or organization making the claims

Answer 23

Source Bolsters

Question 24

contains the information or meaning the source hopes to convey

Answer 24

Ad Execution-Related Thoughts

Question 25

represents receivers’ feelings of favorability or unfavorability toward the ad

Answer 25

Attitude Toward the Ad

Question 26

ways in which consumers process and respond to persuasive messages

Answer 26

The Elaboration Likelihood Model

Question 27

ability and motivation to process a message is high; receiver pays close attention to message content (using the brain to think about it)

Answer 27

Central Route to Persuasion

Question 28

ability and motivation to process a message is low; receiver focuses more on peripheral cues than on messages content

Answer 28

Peripheral Route to Persuasion

Question 29

ad should contain strong arguments that are difficult to refute

Answer 29

High Involvement

Question 30

peripheral cues are more important than detailed message arguments

Answer 30

Low Involvement